A data profile of the people who buy, follow and care about Booking.com in Austria — modelled from more than twelve digital signal sources. Booking.com has an estimated audience of 1,379,800 people in Austria.
The average Booking.com fan in Austria is 43.4 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Upper Austria, Lower Austria.
Top brand affinities include Beauty, Airbnb, Hotels, with strongest over-indexing on Beauty (1.58× the country average).
Demographically, the Booking.com audience skews more female with an average age of 43.4, and over-indexes on personality traits such as Mindfulness, Luxury Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Booking.com fan in Austria is more female, around 43.4 years old, with strong Mindfulness tendencies and a notable affinity for Beauty.
The key figures that characterise the Booking.com profile in Austria.
57.1% are female, 42.9% are male, average age 43.4.
| Metric | Value |
|---|---|
| Female | 57.1% |
| Male | 42.9% |
| Average age | 43.4 |
| Estimated audience size | 1,379,800 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 17% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 28% |
of the worldwide Booking.com audience comes from Austria.
| Country | Share |
|---|---|
| United States | 11.2% |
| United Kingdom | 10.5% |
| Germany | 8.6% |
Where the Booking.com audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Salzburg | ~100K | 1.32× | |
| 02 | Tyrol | ~100K | 1.12× | |
| 03 | Upper Austria | ~200K | 1.07× | |
| 04 | Vorarlberg | ~50K | 1.06× | |
| 05 | Carinthia (state) | ~70K | 1.03× | |
| 06 | Styria | ~200K | 0.96× | |
| 07 | Lower Austria | ~200K | 0.86× | |
| 08 | Burgenland | ~30K | 0.83× | |
| 09 | Vienna | ~200K | 0.75× |
The strongest cross-interests of the Booking.com audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Expedia | Travel & Leisure | 3.62× | ||
| 02 | Opodo | Travel & Leisure | 3.61× | ||
| 03 | Skyscanner | Travel & Leisure | 2.94× | ||
| 04 | Trivago | Travel & Leisure | 2.77× | ||
| 05 | TUI | Travel & Leisure | 2.49× | ||
| 06 | TripAdvisor | Travel & Leisure | 2.48× | ||
| 07 | Travel website | Travel & Leisure | 2.38× | ||
| 08 | Airbnb | Travel & Leisure | 2.22× | ||
| 09 | Employment website | Business & Career | 1.98× | ||
| 10 | Lodging | Travel & Leisure | 1.92× | ||
| 11 | Living room | Home & Garden | 1.84× | ||
| 12 | Travel Adventures | Travel & Leisure | 1.83× | ||
| 13 | Resort | Travel & Leisure | 1.65× | ||
| 14 | Bed | Home & Garden | 1.65× | ||
| 15 | TK Maxx | Shopping | 1.64× | ||
| 16 | Beauty | Beauty & Wellness | 1.58× | ||
| 17 | Ryanair | Travel & Leisure | 1.56× | ||
| 18 | Hotels | Travel & Leisure | 1.55× | ||
| 19 | Vacations | Travel & Leisure | 1.55× | ||
| 20 | Discount stores | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 2.71× | |
| Luxury Orientation | PREMIUM | 1.67× | |
| Price Sensitivity | PREMIUM | 1.61× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 0.82× | |
| Travelling | THRILL | 0.94× | |
| Social Media Usage | JOY | 0.95× |
Booking.com's target market in Austria covers an estimated 1,379,800 people, concentrated in Vienna and Upper Austria.
57.1% of the Booking.com audience are female, 42.9% are male, with an average age of 43.4 years.
Booking.com fans show strongest brand affinity for Beauty (1.58×), Airbnb (2.22×), and Hotels (1.55×) over the country average.
Booking.com fans in Austria are most concentrated in Vienna (reach ~200K), Upper Austria (reach ~200K), and Lower Austria (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Booking.com itself, the audience over-indexes on Airbnb (2.22×), Hotels (1.55×), Discount stores (1.51×), and Opodo (3.61×) compared to the Austria average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Austria who actively search for Booking.com. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Austria. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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