Rascasse Audience Intelligence

Hilton Worldwide Target Market in United States

Hilton Worldwide has an estimated audience of 14.8M people in United States.

#1among Hotel in United States#228among brands in United States#207in Travel & Leisure

The average Hilton Worldwide fan in United States is 46.9 years old, balanced, and lives primarily in California.

By number of fans, Hilton Worldwide ranks #1 among the 551 objects in Hotel in United States — 18.3× the group median.

Its fans are 2.6 years older than the group average of 44.3.

Women make up 53.8% of the fan base, 3.8 percentage points fewer than the group average.

Compared with the other 550 objects in Hotel, Hilton Worldwide fans stand out for their interest in Black Hawk Down, The Pacific and verizon.

Most fans live in California, Florida, Texas.

Top affinities include Black Hawk Down, The Pacific, Marriott Hotels & Resorts, with strongest over-indexing on Black Hawk Down (19.87× the country average).

Demographically, the Hilton Worldwide audience skews balanced with an average age of 46.9, and over-indexes on personality traits such as Travelling, Quality Awareness.

The typical Hilton Worldwide fan in United States is balanced, around 46.9 years old, with strong Travelling tendencies and a notable affinity for Black Hawk Down.

Category: Travel & Leisure · Type: Brand · Subtype: Hotel

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
14.8M
in United States
Gender
53.8%♀
46.2% male
Age
46.9
average years
Country rank
#2319
among all objects in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Hilton Worldwide

53.8% are female, 46.2% are male, average age 46.9.

Fig. 02

Gender split

53.8%
Female
46.2%
Male
Demographic split for Hilton Worldwide audience in United States
MetricValue
Female53.8%
Male46.2%
Average age46.9
Estimated audience size14.8M
Fig. 03

Age distribution

Ø 46.9
average years
Age distribution of the Hilton Worldwide audience in United States
Age bracketShare%
16-245%
25-3413%
35-4420%
45-5427%
55+34%
Fig. 04

Worldwide distribution

44.4%

of the worldwide Hilton Worldwide audience comes from United States.

Worldwide audience distribution share by country for Hilton Worldwide
CountryShare
United States44.4%
China10.4%
United Kingdom5.2%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Hilton Worldwide customers by region in United States
#RegionReachAffinity×
01Hawaii~100K1.99×
02Washington, District of Columbia~50K1.57×
03Virginia~600K1.45×
04Florida~1.5M1.34×
05Arizona~400K1.29×
06Tennessee~400K1.24×
07South Carolina~300K1.23×
08Georgia~600K1.19×
09North Carolina~600K1.19×
10Nevada~200K1.19×
11Colorado~300K1.17×
12Alabama~300K1.17×
13Maryland~300K1.16×
14California~2M1.12×
15Texas~1M1.10×
16New Mexico~100K1.10×
17Washington~400K1.06×
18Illinois~600K1.01×
19Louisiana~200K0.98×
20Missouri~300K0.95×
21Ohio~500K0.94×
22Massachusetts~300K0.94×
23Utah~100K0.94×
24Mississippi~100K0.94×
25Vermont~30K0.94×
26New York~800K0.91×
27New Jersey~400K0.91×
28Arkansas~100K0.91×
29Delaware~40K0.91×
30Wisconsin~200K0.90×
31Minnesota~200K0.90×
32Kansas~100K0.90×
33New Hampshire~50K0.90×
34Alaska~30K0.90×
35Wyoming~20K0.90×
36Indiana~300K0.88×
37Kentucky~200K0.87×
38Connecticut~100K0.87×
39Maine~50K0.87×
40Oklahoma~200K0.86×
41Nebraska~80K0.86×
42Pennsylvania~500K0.84×
43Iowa~100K0.84×
44Rhode Island~40K0.84×
45Oregon~200K0.82×
46Michigan~400K0.80×
47South Dakota~30K0.75×
48Idaho~60K0.74×
49Montana~30K0.72×
50West Virginia~50K0.66×
Fig. 06

Affinity by region

Affinity by region — Hilton Worldwide, United States
0.66×1.00×1.99×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Hilton Worldwide audience vs. the country average
#·InterestCategoryAffinity×
01Black Hawk DownMovies & TV19.87×
02The PacificMovies & TV9.50×
03Marriott Hotels & ResortsTravel & Leisure4.91×
04verizonTechnology & Electronics2.89×
05United AirlinesTravel & Leisure2.46×
06American AirlinesTravel & Leisure2.20×
07Macy'sShopping2.11×
08Kohl'sShopping1.91×
09Wells FargoBusiness & Career1.86×
10HotelsTravel & Leisure1.81×
11AirbnbTravel & Leisure1.81×
12Target CorporationShopping1.70×
13FIFA World CupSports1.65×
14PinterestInternet & Social Media1.61×
15U.S. stateTravel & Leisure1.59×
16MedicineBusiness & Career1.59×
17WalmartShopping1.57×
18NatureHome & Garden1.55×
19Real estateBusiness & Career1.53×
20Home improvementHome & Garden1.53×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Hilton Worldwide audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Hilton Worldwide audience vs. the country average · What stands out
TraitClusterDeviationScore
TravellingTHRILL1.61×
Quality AwarenessPREMIUM1.55×
DIY MentalityTHRILL1.53×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Hilton Worldwide audience vs. the country average · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY1.06×
ExtroversionTHRILL1.10×
SpiritualityBALANCE1.11×
0×1.00× baseline2×
Appendix

Explore more audiences

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Hilton Worldwide over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/hilton-worldwide-15334” · Methodology