Leading Brands in Brazil's Travel & Tourism Sector: Q1 2025 Analysis

In the ever-evolving landscape of Travel & Tourism, several brands have distinguished themselves in Brazil with their expansive digital presence. This article delves into the performance of three leading brands—Google Maps, Waze, and Ride with Uber—examining their trends from Q4 2024 to Q1 2025.

Google Maps

Google Maps remains a pivotal tool for navigation in Brazil, accessible via maps.google.com and the Google Maps app.

• Audience Trends: The monthly deduplicated audience for Google Maps showed stability, consistently hovering above 130M throughout the period. Notably, the app audience dominated, with monthly web visitors remaining around 10K.

• App Engagement: The app maintained a steady monthly active user base, fluctuating slightly above 8M.

• Ad Spend & Channels: Minimal advertising was observed, with a slight uptick in monthly spend and impressions in December 2024, primarily through Facebook and Instagram.

Waze

Waze offers a unique navigation experience, accessible via waze.com and the Waze Navigation & Live Traffic app.

• Audience Trends: Waze's monthly deduplicated audience reached over 42M by March 2025, with a notable increase in web interactions in December 2024, seeing visits per unique visitor reaching 4.

• App Engagement: The app's monthly active user count peaked at over 11M in December 2024, indicating heightened mobile engagement.

• Ad Spend & Channels: A significant spike in monthly ad spend occurred in December 2024, with Facebook and Instagram as key channels, achieving over 60M impressions.

Ride with Uber

Uber continues to lead in ride-sharing, with a strong presence at uber.com and the Uber - Request a ride app.

• Audience Trends: Uber's monthly deduplicated audience consistently surpassed 40M, with a balanced distribution between app and web users.

• App Engagement: The app maintained robust engagement, with monthly active users consistently exceeding 20M.

• Ad Spend & Channels: Uber's advertising efforts were substantial, with monthly spends often exceeding $500K. TikTok emerged as a dominant channel, delivering significant impressions.

Conclusion

The data provided by Sensor Tower underscores the dynamic nature of the Travel & Tourism sector in Brazil. With comprehensive insights from Web Insights, App Performance Insights, and Pathmatics, businesses can better understand cross-platform user behavior. Sensor Tower's unparalleled data offerings are essential for navigating this competitive landscape, providing decision-makers with the tools to make informed strategic choices.