A data profile of the people who buy, follow and care about Airbnb in Belgium — modelled from more than twelve digital signal sources. Airbnb has an estimated audience of 3,869,099 people in Belgium.
The average Airbnb fan in Belgium is 45.5 years old, more female, and lives primarily in Hainaut.
The audience is concentrated in Hainaut, Liege, Brussels.
Top brand affinities include Online marketplace, Brussels Airlines, Sharing economy, with strongest over-indexing on Online marketplace (6.56× the country average).
Demographically, the Airbnb audience skews more female with an average age of 45.5, and over-indexes on personality traits such as Early Adopter Mentality, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical Airbnb fan in Belgium is more female, around 45.5 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Online marketplace.
The key figures that characterise the Airbnb profile in Belgium.
57.9% are female, 42.1% are male, average age 45.5.
| Metric | Value |
|---|---|
| Female | 57.9% |
| Male | 42.1% |
| Average age | 45.5 |
| Estimated audience size | 3,869,099 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 15% | |
| 30-39 | 16% | |
| 40-49 | 22% | |
| 50+ | 37% |
of the worldwide Airbnb audience comes from Belgium.
| Country | Share |
|---|---|
| United States | 23.9% |
| United Kingdom | 5.5% |
| Italy | 5.4% |
Where the Airbnb audience in Belgium is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Walloon Brabant | ~100K | 1.37× | |
| 02 | Brussels | ~300K | 1.28× | |
| 03 | Liege | ~400K | 1.21× | |
| 04 | Province of Namur | ~200K | 1.17× | |
| 05 | Hainaut | ~400K | 1.05× | |
| 06 | Flemish Brabant | ~300K | 1.00× | |
| 07 | Luxembourg | ~100K | 0.98× | |
| 08 | Antwerp | ~300K | 0.81× | |
| 09 | West Flanders | ~300K | 0.79× | |
| 10 | East Flanders | ~300K | 0.77× | |
| 11 | Limburg | ~100K | 0.58× |
The strongest cross-interests of the Airbnb audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sharing economy | Business & Career | 8.18× | ||
| 02 | Online marketplace | Internet & Social Media | 6.56× | ||
| 03 | Lastminute.com | Travel & Leisure | 6.43× | ||
| 04 | Holiday cottage | Travel & Leisure | 2.84× | ||
| 05 | Vacation rental | Travel & Leisure | 2.75× | ||
| 06 | Travel Adventures | Travel & Leisure | 2.59× | ||
| 07 | Lodging | Travel & Leisure | 2.31× | ||
| 08 | Trivago | Travel & Leisure | 2.31× | ||
| 09 | Cottage | Travel & Leisure | 2.29× | ||
| 10 | Home Interior Design | Home & Garden | 2.18× | ||
| 11 | Booking.com | Travel & Leisure | 2.10× | ||
| 12 | TripAdvisor | Travel & Leisure | 2.09× | ||
| 13 | Garden furniture | Home & Garden | 2.05× | ||
| 14 | Home repair | Home & Garden | 2.04× | ||
| 15 | Sunweb | Travel & Leisure | 1.91× | ||
| 16 | Brussels Airlines | Travel & Leisure | 1.82× | ||
| 17 | TUI | Travel & Leisure | 1.77× | ||
| 18 | Air travel | Travel & Leisure | 1.73× | ||
| 19 | Home construction | Home & Garden | 1.67× | ||
| 20 | Apartment | Business & Career | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.60× | |
| Patriotism | CONSERVATISM | 1.16× | |
| Social Media Usage | JOY | 1.09× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.71× | |
| Design Affinity | PREMIUM | 1.01× | |
| Pet Ownership | JOY | 1.07× |
Airbnb's target market in Belgium covers an estimated 3,869,099 people, concentrated in Hainaut and Liege.
57.9% of the Airbnb audience are female, 42.1% are male, with an average age of 45.5 years.
Airbnb fans show strongest brand affinity for Online marketplace (6.56×), Brussels Airlines (1.82×), and Sharing economy (8.18×) over the country average.
Airbnb fans in Belgium are most concentrated in Hainaut (reach ~400K), Liege (reach ~400K), and Brussels (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Airbnb itself, the audience over-indexes on Brussels Airlines (1.82×), Sharing economy (8.18×), Holiday cottage (2.84×), and Lodging (2.31×) compared to the Belgium average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Belgium 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 Belgium. 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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