Leading Brands in France's Travel & Tourism Sector: Q4 2024 Analysis

Introduction

In the dynamic world of travel and tourism, digital platforms are pivotal in shaping user experiences and engagement. This article delves into the performance of leading brands in France's travel and tourism sector during Q4 2024, with a focus on Google Maps, Société nationale des chemins de fer français (SNCF), and Waze. Utilizing data from Sensor Tower's comprehensive suite of tools, we explore audience trends, app engagement, and advertising strategies.

Google Maps

Google Maps, accessible via maps.google.com and its Google Maps app, continues to be a dominant force in navigation.

• Audience Trends: The monthly deduplicated audience remained above 49M throughout Q4 2024. The majority of users preferred the app experience, with a stable web-only audience around 20K to 25K.

• App Engagement: Monthly active users hovered around 8.2M, demonstrating a slight dip in November but recovering by December.

• Ad Spend & Channels: Google Maps increased its monthly ad spend significantly in October and November, primarily on YouTube, peaking at over $100K with impressions surpassing 13M.

Société nationale des chemins de fer français (SNCF)

SNCF's digital presence is robust, featuring ouigo.com, sncf-connect.com, sncf.com, and their apps SNCF Connect: Trains & routes and OUIGO: TGV & trains pas cher.

• Audience Trends:

  • ouigo.com saw monthly visits ranging from 11M to 13M, with a stable true audience around 1.8M.

  • sncf-connect.com maintained monthly visits over 64M, with a true audience consistently above 13M.

  • sncf.com had monthly visits between 13M and 15M, with a true audience around 12M.

• App Engagement:

  • SNCF Connect app users increased to over 9.6M by December.

  • OUIGO app users fluctuated around 200K, with a slight dip in November.

• Ad Spend & Channels: SNCF's monthly ad spend peaked in October at over $2.8M, with significant impressions on Instagram and Facebook.

Waze

Waze, available on waze.com and the Waze Navigation & Live Traffic app, remains a popular choice for real-time navigation.

• Audience Trends: The true audience stabilized above 27M monthly in Q4, with the app dominating over the web presence.

• App Engagement: Monthly active users were consistent, around 7.3M to 8.1M.

• Ad Spend & Channels: Waze's ad spend was minimal in Q4, with a notable presence only in July.

Conclusion

The travel and tourism sector in France has seen significant digital engagement, with Google Maps, SNCF, and Waze leading the charge. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled insights into the cross-platform behaviors of these leading brands, helping decision-makers optimize their strategies for maximum impact. By leveraging these insights, brands can enhance their digital presence and drive strategic growth.