A data profile of the people who buy, follow and care about TripAdvisor in Australia — modelled from more than twelve digital signal sources. TripAdvisor has an estimated audience of 3,054,015 people in Australia.
The average TripAdvisor fan in Australia is 46.0 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 Airbnb, Webjet, Virgin Australia, with strongest over-indexing on Airbnb (2.58× the country average).
Demographically, the TripAdvisor audience skews more female with an average age of 46.0, 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 TripAdvisor fan in Australia is more female, around 46.0 years old, with strong Travelling tendencies and a notable affinity for Airbnb.
The key figures that characterise the TripAdvisor profile in Australia.
59.0% are female, 41.0% are male, average age 46.0.
| Metric | Value |
|---|---|
| Female | 59.0% |
| Male | 41.0% |
| Average age | 46.0 |
| Estimated audience size | 3,054,015 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 14% | |
| 30-39 | 17% | |
| 40-49 | 23% | |
| 50+ | 38% |
of the worldwide TripAdvisor audience comes from Australia.
| Country | Share |
|---|---|
| United States | 14.7% |
| United Kingdom | 8.0% |
| Italy | 7.3% |
Where the TripAdvisor audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Territory | ~40K | 1.33× | |
| 02 | Queensland | ~800K | 1.04× | |
| 03 | Western Australia | ~400K | 1.03× | |
| 04 | Tasmania | ~70K | 1.01× | |
| 05 | New South Wales | ~1M | 1.00× | |
| 06 | Victoria | ~800K | 0.86× | |
| 07 | South Australia | ~200K | 0.86× | |
| 08 | Australian Capital Territory | ~50K | 0.85× |
The strongest cross-interests of the TripAdvisor audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Trivago | Travel & Leisure | 3.33× | ||
| 02 | Expedia | Travel & Leisure | 3.09× | ||
| 03 | Skyscanner | Travel & Leisure | 2.90× | ||
| 04 | Qatar Airways | Travel & Leisure | 2.82× | ||
| 05 | Malaysia Airlines | Travel & Leisure | 2.72× | ||
| 06 | Cathay Pacific | Travel & Leisure | 2.68× | ||
| 07 | Booking.com | Travel & Leisure | 2.61× | ||
| 08 | Airbnb | Travel & Leisure | 2.58× | ||
| 09 | Emirates | Travel & Leisure | 2.51× | ||
| 10 | Travel website | Travel & Leisure | 2.46× | ||
| 11 | Google Flights | Travel & Leisure | 2.42× | ||
| 12 | Singapore Airlines | Travel & Leisure | 2.18× | ||
| 13 | Webjet | Travel & Leisure | 1.98× | ||
| 14 | Air travel | Travel & Leisure | 1.92× | ||
| 15 | Virgin Australia | Music & Radio | 1.79× | ||
| 16 | Flight Centre | Travel & Leisure | 1.76× | ||
| 17 | Landscape | Travel & Leisure | 1.70× | ||
| 18 | Vacations | Travel & Leisure | 1.57× | ||
| 19 | Travel agency | Travel & Leisure | 1.55× | ||
| 20 | Resort | Travel & Leisure | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.73× | |
| Quality Awareness | PREMIUM | 1.44× | |
| Risk Appetite | THRILL | 1.21× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.89× | |
| Early Adopter Mentality | POWER | 0.92× | |
| Pet Ownership | JOY | 0.93× |
TripAdvisor has an estimated audience of 3,054,015 people in Australia, concentrated in New South Wales and Victoria.
59.0% of TripAdvisor fans are female, 41.0% are male, with an average age of 46.0 years.
TripAdvisor fans show strongest brand affinity for Airbnb (2.58×), Webjet (1.98×), and Virgin Australia (1.79×) over the country average.
TripAdvisor fans in Australia are most concentrated in New South Wales (reach ~1M), Victoria (reach ~800K), and Queensland (reach ~800K). These three regions account for the largest share of the active audience.
Beyond TripAdvisor itself, the audience over-indexes on Webjet (1.98×), Virgin Australia (1.79×), Singapore Airlines (2.18×), and Skyscanner (2.9×) 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 TripAdvisor. 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.