A data profile of the people who buy, follow and care about Lodging in Australia — modelled from more than twelve digital signal sources. Lodging has an estimated audience of 4,695,425 people in Australia.
The average Lodging fan in Australia is 45.7 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, Refrigerator, Inn, with strongest over-indexing on Webjet (1.54× the country average).
Demographically, the Lodging audience skews more female with an average age of 45.7, and over-indexes on personality traits such as Community Orientation, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Lodging fan in Australia is more female, around 45.7 years old, with strong Community Orientation tendencies and a notable affinity for Webjet.
The key figures that characterise the Lodging profile in Australia.
59.5% are female, 40.5% are male, average age 45.7.
| Metric | Value |
|---|---|
| Female | 59.5% |
| Male | 40.5% |
| Average age | 45.7 |
| Estimated audience size | 4,695,425 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 15% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 37% |
of the worldwide Lodging audience comes from Australia.
| Country | Share |
|---|---|
| United States | 20.0% |
| United Kingdom | 6.8% |
| Italy | 6.7% |
Where the Lodging audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | New South Wales | ~3.5M | 2.63× | |
| 02 | Northern Territory | ~50K | 1.04× | |
| 03 | Tasmania | ~90K | 0.93× | |
| 04 | Australian Capital Territory | ~90K | 0.90× | |
| 05 | Western Australia | ~500K | 0.82× | |
| 06 | South Australia | ~300K | 0.80× | |
| 07 | Queensland | ~700K | 0.67× | |
| 08 | Victoria | ~800K | 0.59× |
The strongest cross-interests of the Lodging audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Steve Buscemi | Movies & TV | 2.29× | ||
| 02 | Stayz | Travel & Leisure | 2.26× | ||
| 03 | Hostel | Travel & Leisure | 2.23× | ||
| 04 | Inn | Travel & Leisure | 2.21× | ||
| 05 | Amsterdam | Travel & Leisure | 1.80× | ||
| 06 | Refrigerator | Home & Garden | 1.77× | ||
| 07 | Van | Cars & Mobility | 1.67× | ||
| 08 | Trailer (vehicle) | Cars & Mobility | 1.66× | ||
| 09 | Vacation rental | Travel & Leisure | 1.66× | ||
| 10 | Hospitality industry | Business & Career | 1.63× | ||
| 11 | River cruise | Travel & Leisure | 1.63× | ||
| 12 | Villa | Travel & Leisure | 1.57× | ||
| 13 | Landlord | Home & Garden | 1.56× | ||
| 14 | Retirement planning | Business & Career | 1.56× | ||
| 15 | Webjet | Travel & Leisure | 1.54× | ||
| 16 | Taste.com.au | Food & Beverages | 1.52× | ||
| 17 | Google Flights | Travel & Leisure | 1.51× | ||
| 18 | Outback | Travel & Leisure | 1.51× | ||
| 19 | Urban planning | Business & Career | 1.51× | ||
| 20 | Whitsunday Islands | Travel & Leisure | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.23× | |
| Family Orientation | CONSERVATISM | 1.17× | |
| Price Sensitivity | PREMIUM | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.87× | |
| Luxury Orientation | PREMIUM | 0.92× | |
| Social Media Usage | JOY | 0.93× |
Lodging has an estimated audience of 4,695,425 people in Australia, concentrated in New South Wales and Victoria.
59.5% of Lodging fans are female, 40.5% are male, with an average age of 45.7 years.
Lodging fans show strongest brand affinity for Webjet (1.54×), Refrigerator (1.77×), and Inn (2.21×) over the country average.
Lodging fans in Australia are most concentrated in New South Wales (reach ~3.5M), Victoria (reach ~800K), and Queensland (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Lodging itself, the audience over-indexes on Refrigerator (1.77×), Inn (2.21×), Hospitality industry (1.63×), and Google Flights (1.51×) 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 Lodging. 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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