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

Introduction

In Q1 2025, the Accommodations & Lodging sector in Brazil experienced noteworthy digital engagement. Using Sensor Tower's unparalleled data insights, we delve into the performance of leading brands: Airbnb, Inc., VRBO, and Hostelworld.com. Our analysis spans web and app data trends, audience engagement, and advertising strategies from Q4 2024 to Q1 2025.

Airbnb, Inc.

Airbnb's digital presence is robust, with its website airbnb.com and the Airbnb app setting industry benchmarks.

• Audience Trends:

  • Web: From October 2024 to March 2025, airbnb.com maintained steady visits, peaking in January with over 93M visits.

  • Monthly True Audience: Consistently above 8M throughout the quarter, with a notable 9.6M in January.

  • App vs. Web: The app dominated, with 5.2M app-only visitors in January compared to 3.6M web-only.

• App Engagement: Monthly active users peaked in January at 11.5M, indicating strong mobile engagement.

• Ad Spend & Channels:

  • Monthly advertising expenditure peaked at $1.7M in January, with Facebook as the primary channel.

  • Impressions exceeded 933M monthly in January, driven by Facebook and Instagram.

VRBO

VRBO's presence is defined by its website vrbo.com and the Vrbo Vacation Rentals app.

• Audience Trends:

  • Web: Visits were highest in January with over 2.9M.

  • Monthly True Audience: Peaked in December at 206K.

  • App vs. Web: The web-only audience was consistently higher, with minimal web and app overlap.

• App Engagement: Monthly active users slightly declined, ending at 65K in March.

• Ad Spend & Channels:

  • Modest monthly spending, peaking at $803 in February.

  • Facebook was the main channel, contributing to over 431K monthly impressions.

Hostelworld.com

Hostelworld.com is accessible via its website hostelworld.com and the Hostelworld: Hostel Travel App.

• Audience Trends:

  • Web: Visits reached a high of 1.6M in March.

  • Monthly True Audience: Peaked at 111K in February.

  • App vs. Web: The web audience was dominant, with minimal app engagement.

• App Engagement: Monthly active users showed a gradual increase, reaching 39K in March.

• Ad Spend & Channels:

  • Minimal monthly ad spend, with $5 in March on Instagram.

Conclusion

The digital landscape for Accommodations & Lodging in Brazil is dynamic, with Airbnb leading in audience engagement and ad spend. VRBO and Hostelworld.com maintain significant web presence with targeted advertising strategies. Sensor Tower's comprehensive insights across web, app, and advertising platforms provide a critical understanding of market trends, helping brands optimize their digital strategies.

For more detailed insights, explore our Web Insights, App Performance Insights, and Pathmatics offerings.