A data profile of the people who buy, follow and care about Airbnb in Australia — modelled from more than twelve digital signal sources. Airbnb has an estimated audience of 8,319,614 people in Australia.
The average Airbnb fan in Australia is 45.0 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Webjet, Online marketplace, Flight Centre, with strongest over-indexing on Webjet (1.79× the country average).
Demographically, the Airbnb audience skews more female with an average age of 45.0, and over-indexes on personality traits such as Quality Awareness, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Airbnb fan in Australia is more female, around 45.0 years old, with strong Quality Awareness tendencies and a notable affinity for Webjet.
The key figures that characterise the Airbnb profile in Australia.
61.2% are female, 38.8% are male, average age 45.0.
| Metric | Value |
|---|---|
| Female | 61.2% |
| Male | 38.8% |
| Average age | 45.0 |
| Estimated audience size | 8,319,614 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 16% | |
| 30-39 | 17% | |
| 40-49 | 22% | |
| 50+ | 36% |
of the worldwide Airbnb audience comes from Australia.
| Country | Share |
|---|---|
| United States | 23.9% |
| United Kingdom | 5.5% |
| Italy | 5.4% |
Where the Airbnb audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tasmania | ~200K | 1.15× | |
| 02 | Queensland | ~2M | 1.09× | |
| 03 | New South Wales | ~3M | 1.01× | |
| 04 | Victoria | ~2.5M | 1.01× | |
| 05 | Australian Capital Territory | ~200K | 1.00× | |
| 06 | Northern Territory | ~70K | 0.95× | |
| 07 | Western Australia | ~900K | 0.94× | |
| 08 | South Australia | ~600K | 0.86× |
The strongest cross-interests of the Airbnb audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sharing economy | Business & Career | 3.57× | ||
| 02 | Online marketplace | Internet & Social Media | 2.82× | ||
| 03 | Package tour | Travel & Leisure | 2.19× | ||
| 04 | Retirement community | Kids & Family | 2.15× | ||
| 05 | Retirement planning | Business & Career | 2.03× | ||
| 06 | Holiday cottage | Travel & Leisure | 1.92× | ||
| 07 | Vacation rental | Travel & Leisure | 1.92× | ||
| 08 | Trivago | Travel & Leisure | 1.88× | ||
| 09 | Retirement | Business & Career | 1.85× | ||
| 10 | Webjet | Travel & Leisure | 1.79× | ||
| 11 | Freedom Furniture | Home & Garden | 1.76× | ||
| 12 | Booking.com | Travel & Leisure | 1.73× | ||
| 13 | TripAdvisor | Travel & Leisure | 1.71× | ||
| 14 | Old age | Politics & Society | 1.70× | ||
| 15 | Business class | Travel & Leisure | 1.64× | ||
| 16 | Baggage | Fashion & Accessoires | 1.63× | ||
| 17 | Motorhome | Cars & Mobility | 1.60× | ||
| 18 | Starter home | Home & Garden | 1.59× | ||
| 19 | Flight Centre | Travel & Leisure | 1.55× | ||
| 20 | Dining room | Home & Garden | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.42× | |
| Travelling | THRILL | 1.31× | |
| Community Orientation | OPEN | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.74× | |
| Risk Appetite | THRILL | 0.84× | |
| Extroversion | THRILL | 0.85× |
Airbnb's target market in Australia covers an estimated 8,319,614 people, concentrated in New South Wales and Victoria.
61.2% of the Airbnb audience are female, 38.8% are male, with an average age of 45.0 years.
Airbnb fans show strongest brand affinity for Webjet (1.79×), Online marketplace (2.82×), and Flight Centre (1.55×) over the country average.
Airbnb fans in Australia are most concentrated in New South Wales (reach ~3M), Victoria (reach ~2.5M), and Queensland (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Airbnb itself, the audience over-indexes on Online marketplace (2.82×), Flight Centre (1.55×), Retirement community (2.15×), and Sharing economy (3.57×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Airbnb. 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 Australia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.