Leading Brands in Brazil's Accommodations & Lodging Category: Q1 2025 Insights

In the bustling landscape of Brazil's accommodations and lodging sector, several brands have emerged as frontrunners in driving significant monthly deduplicated audience engagement across their websites and apps. This article delves into the Q1 2025 performance of three leading brands: Airbnb, VRBO, and Hostelworld.com. By leveraging Sensor Tower's comprehensive datasets, we provide an in-depth analysis of their audience trends, app engagement, and advertising strategies.

Airbnb, Inc.

Airbnb's digital presence is robust, featuring its website, airbnb.com, and the Airbnb app.

• Audience Trends: From Q4 2024 to Q1 2025, airbnb.com saw a noticeable increase in unique visits, peaking in January with over 4.5M visits. The monthly deduplicated audience remained stable above 8M throughout the quarter, with a slight dip in February.

• App Engagement: The Airbnb app experienced a steady rise in monthly active users, surpassing 3M in January, before stabilizing around 2.7M in March.

• Ad Spend & Channels: Airbnb significantly increased its monthly advertising spend during this period, peaking at over $1.7M in January. The majority of the ad spend was directed towards Facebook, which consistently delivered high impressions, followed by Instagram.

VRBO

VRBO's digital strategy includes its website, vrbo.com, and the Vrbo Vacation Rentals app.

• Audience Trends: VRBO saw fluctuating web traffic, with a notable spike in December reaching over 130K unique visits. The monthly deduplicated audience hovered around 150K in March.

• App Engagement: The Vrbo app maintained a consistent monthly active user base, with active users remaining stable around 100K throughout the period.

• Ad Spend & Channels: VRBO's advertising activity was minimal, with sporadic monthly spend primarily on Instagram and Facebook, resulting in modest impressions.

Hostelworld.com

Hostelworld.com is represented by its website, hostelworld.com, and the Hostelworld: Hostel Travel App.

• Audience Trends: Hostelworld.com experienced a steady increase in unique visits, culminating in March with over 68K. The monthly deduplicated audience showed a gradual rise, nearing 100K.

• App Engagement: The Hostelworld app saw declining monthly active users, dropping to around 16K by March.

• Ad Spend & Channels: Advertising efforts were minimal, with a small monthly spend on Instagram in March, resulting in limited impressions.

Conclusion

The performance of Airbnb, VRBO, and Hostelworld.com in Brazil's accommodations and lodging sector highlights varied strategies and results. Airbnb leads with substantial web and app engagement, alongside significant ad investments. VRBO shows steady app performance despite minimal ad spend, while Hostelworld.com focuses on increasing web traffic. Sensor Tower's unparalleled cross-platform data insights provide a critical understanding of these trends, empowering stakeholders to navigate the dynamic digital landscape effectively.

For more detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings.