A data profile of the people who buy, follow and care about Booking.com in Australia — modelled from more than twelve digital signal sources. Booking.com has an estimated audience of 2,822,037 people in Australia.
The average Booking.com fan in Australia is 45.8 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Queensland, Victoria.
Top brand affinities include Webjet, Airbnb, Flight Centre, with strongest over-indexing on Webjet (2.81× the country average).
Demographically, the Booking.com audience skews more female with an average age of 45.8, and over-indexes on personality traits such as Travelling, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Booking.com fan in Australia is more female, around 45.8 years old, with strong Travelling tendencies and a notable affinity for Webjet.
The key figures that characterise the Booking.com profile in Australia.
61.0% are female, 39.0% are male, average age 45.8.
| Metric | Value |
|---|---|
| Female | 61.0% |
| Male | 39.0% |
| Average age | 45.8 |
| Estimated audience size | 2,822,037 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 15% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 37% |
of the worldwide Booking.com audience comes from Australia.
| Country | Share |
|---|---|
| United States | 11.2% |
| United Kingdom | 10.5% |
| Germany | 8.6% |
Where the Booking.com audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Queensland | ~800K | 1.20× | |
| 02 | Australian Capital Territory | ~70K | 1.11× | |
| 03 | Western Australia | ~300K | 1.04× | |
| 04 | New South Wales | ~1M | 1.03× | |
| 05 | Northern Territory | ~30K | 0.98× | |
| 06 | Tasmania | ~60K | 0.96× | |
| 07 | Victoria | ~700K | 0.88× | |
| 08 | South Australia | ~200K | 0.82× |
The strongest cross-interests of the Booking.com audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Trivago | Travel & Leisure | 3.41× | ||
| 02 | Expedia | Travel & Leisure | 3.00× | ||
| 03 | River cruise | Travel & Leisure | 2.92× | ||
| 04 | Webjet | Travel & Leisure | 2.81× | ||
| 05 | Package tour | Travel & Leisure | 2.61× | ||
| 06 | Travel website | Travel & Leisure | 2.37× | ||
| 07 | Vacation rental | Travel & Leisure | 2.29× | ||
| 08 | Holiday cottage | Travel & Leisure | 2.25× | ||
| 09 | Skyscanner | Travel & Leisure | 2.21× | ||
| 10 | Retirement community | Kids & Family | 2.04× | ||
| 11 | Flight Centre | Travel & Leisure | 1.98× | ||
| 12 | Lodging | Travel & Leisure | 1.83× | ||
| 13 | Singapore Airlines | Travel & Leisure | 1.77× | ||
| 14 | Business class | Travel & Leisure | 1.73× | ||
| 15 | TripAdvisor | Travel & Leisure | 1.72× | ||
| 16 | Resort | Travel & Leisure | 1.68× | ||
| 17 | Virgin Australia | Music & Radio | 1.63× | ||
| 18 | Airbnb | Travel & Leisure | 1.62× | ||
| 19 | United States | Travel & Leisure | 1.57× | ||
| 20 | Baggage | Fashion & Accessoires | 1.57× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.48× | |
| Quality Awareness | PREMIUM | 1.45× | |
| Design Affinity | PREMIUM | 1.22× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.73× | |
| Social Media Usage | JOY | 0.85× | |
| Early Adopter Mentality | POWER | 0.85× |
Booking.com's target market in Australia covers an estimated 2,822,037 people, concentrated in New South Wales and Queensland.
61.0% of the Booking.com audience are female, 39.0% are male, with an average age of 45.8 years.
Booking.com fans show strongest brand affinity for Webjet (2.81×), Airbnb (1.62×), and Flight Centre (1.98×) over the country average.
Booking.com fans in Australia are most concentrated in New South Wales (reach ~1M), Queensland (reach ~800K), and Victoria (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Booking.com itself, the audience over-indexes on Airbnb (1.62×), Flight Centre (1.98×), Trivago (3.41×), and Virgin Australia (1.63×) 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 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 Australia. 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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