A data profile of the people who buy, follow and care about Vacations in Australia — modelled from more than twelve digital signal sources. Vacations has an estimated audience of 5,760,068 people in Australia.
The average Vacations 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 Holiday, Beaches, Air travel, with strongest over-indexing on Holiday (1.52× the country average).
Demographically, the Vacations audience skews more female with an average age of 45.0, and over-indexes on personality traits such as Travelling, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Vacations fan in Australia is more female, around 45.0 years old, with strong Travelling tendencies and a notable affinity for Holiday.
The key figures that characterise the Vacations profile in Australia.
60.2% are female, 39.8% are male, average age 45.0.
| Metric | Value |
|---|---|
| Female | 60.2% |
| Male | 39.8% |
| Average age | 45.0 |
| Estimated audience size | 5,760,068 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 15% | |
| 30-39 | 17% | |
| 40-49 | 22% | |
| 50+ | 36% |
of the worldwide Vacations audience comes from Australia.
| Country | Share |
|---|---|
| United States | 17.4% |
| Japan | 5.2% |
| Italy | 4.3% |
Where the Vacations audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Queensland | ~1.5M | 1.11× | |
| 02 | South Australia | ~500K | 1.08× | |
| 03 | Victoria | ~2M | 1.07× | |
| 04 | Tasmania | ~100K | 0.99× | |
| 05 | New South Wales | ~2M | 0.98× | |
| 06 | Western Australia | ~700K | 0.97× | |
| 07 | Australian Capital Territory | ~100K | 0.96× | |
| 08 | Northern Territory | ~50K | 0.94× |
The strongest cross-interests of the Vacations audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Trivago | Travel & Leisure | 1.77× | ||
| 02 | Cathay Pacific | Travel & Leisure | 1.73× | ||
| 03 | Vietnam Airlines | Travel & Leisure | 1.73× | ||
| 04 | Scoot | Travel & Leisure | 1.69× | ||
| 05 | Thai Airways | Travel & Leisure | 1.63× | ||
| 06 | Qatar Airways | Travel & Leisure | 1.62× | ||
| 07 | River cruise | Travel & Leisure | 1.61× | ||
| 08 | Tour operator | Travel & Leisure | 1.61× | ||
| 09 | Expedia | Travel & Leisure | 1.58× | ||
| 10 | TripAdvisor | Travel & Leisure | 1.55× | ||
| 11 | Malaysia Airlines | Travel & Leisure | 1.55× | ||
| 12 | Air travel | Travel & Leisure | 1.54× | ||
| 13 | Retirement planning | Business & Career | 1.54× | ||
| 14 | Skyscanner | Travel & Leisure | 1.53× | ||
| 15 | Holiday | Travel & Leisure | 1.52× | ||
| 16 | Adventure travel | Travel & Leisure | 1.52× | ||
| 17 | Package tour | Travel & Leisure | 1.52× | ||
| 18 | Travel website | Travel & Leisure | 1.51× | ||
| 19 | Retirement age | Business & Career | 1.51× | ||
| 20 | Beaches | 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 | 1.20× | |
| Price Sensitivity | PREMIUM | 1.20× | |
| Quality Awareness | PREMIUM | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.91× | |
| Pet Ownership | JOY | 0.95× | |
| Social Media Usage | JOY | 0.97× |
Vacations has an estimated audience of 5,760,068 people in Australia, concentrated in New South Wales and Victoria.
60.2% of Vacations fans are female, 39.8% are male, with an average age of 45.0 years.
Vacations fans show strongest brand affinity for Holiday (1.52×), Beaches (1.5×), and Air travel (1.54×) over the country average.
Vacations fans in Australia are most concentrated in New South Wales (reach ~2M), Victoria (reach ~2M), and Queensland (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Vacations itself, the audience over-indexes on Beaches (1.5×), Air travel (1.54×), Adventure travel (1.52×), and TripAdvisor (1.55×) 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 Vacations. 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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