Rascasse Audience Intelligence

southwest airlines Target Market in United States

southwest airlines has an estimated audience of 35.4M people in United States.

#3among Airline in United States#81among brands in United States#54in Travel & Leisure

The average southwest airlines fan in United States is 44.4 years old, more female, and lives primarily in California.

By number of fans, southwest airlines ranks #3 among the 258 objects in Airline in United States — 39.5× the group median.

Its fans are 4.1 years older than the group average of 40.3.

Women make up 63.8% of the fan base, 12.6 percentage points more than the group average.

Compared with the other 257 objects in Airline, southwest airlines fans stand out for their interest in Orlando International Airport, Asphalt and Hostelling International.

Most fans live in California, Texas, Florida.

Top affinities include Spirit Airlines, Orlando International Airport, Frontier Airlines, with strongest over-indexing on Spirit Airlines (9.45× the country average).

Demographically, the southwest airlines audience skews more female with an average age of 44.4, and over-indexes on personality traits such as Travelling, Creativity.

The typical southwest airlines fan in United States is more female, around 44.4 years old, with strong Travelling tendencies and a notable affinity for Spirit Airlines.

Category: Travel & Leisure · Type: Brand · Subtype: Airline

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
35.4M
in United States
Gender
63.8%♀
36.2% male
Age
44.4
average years
Country rank
#700
among all objects in United States
Fig. 01

Search interest · 12-month trend

-9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of southwest airlines

63.8% are female, 36.2% are male, average age 44.4.

Fig. 02

Gender split

63.8%
Female
36.2%
Male
Demographic split for southwest airlines audience in United States
MetricValue
Female63.8%
Male36.2%
Average age44.4
Estimated audience size35.4M
Fig. 03

Age distribution

Ø 44.4
average years
Age distribution of the southwest airlines audience in United States
Age bracketShare%
16-2410%
25-3416%
35-4420%
45-5427%
55+28%
Fig. 04

Worldwide distribution

93.6%

of the worldwide southwest airlines audience comes from United States.

Worldwide audience distribution share by country for southwest airlines
CountryShare
United States93.6%
Puerto Rico0.9%
China0.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

southwest airlines customers by region in United States
#RegionReachAffinity×
01Nevada~900K2.76×
02New Mexico~600K2.57×
03Hawaii~400K2.37×
04Arizona~2M2.26×
05Missouri~1.5M1.97×
06Colorado~1M1.82×
07Texas~4M1.62×
08Kansas~500K1.51×
09Nebraska~300K1.50×
10Oklahoma~600K1.46×
11Idaho~300K1.38×
12Maryland~900K1.37×
13Tennessee~1M1.34×
14Illinois~2M1.31×
15Florida~2.5M1.20×
16Louisiana~600K1.19×
17Indiana~800K1.18×
18Rhode Island~100K1.12×
19Wisconsin~600K1.02×
20New Hampshire~100K0.98×
21California~4M0.95×
22Mississippi~300K0.91×
23Utah~300K0.88×
24Arkansas~300K0.85×
25Oregon~400K0.83×
26Ohio~1M0.81×
27Kentucky~400K0.78×
28Georgia~900K0.77×
29Alabama~400K0.76×
30Washington, District of Columbia~50K0.75×
31Delaware~80K0.74×
32Wyoming~40K0.69×
33Washington~500K0.67×
34Connecticut~300K0.67×
35Iowa~200K0.67×
36Maine~90K0.64×
37Montana~70K0.62×
38Pennsylvania~800K0.57×
39South Carolina~300K0.57×
40Virginia~500K0.55×
41New York~1M0.53×
42North Carolina~600K0.53×
43Minnesota~300K0.53×
44Massachusetts~400K0.52×
45Michigan~500K0.51×
46Vermont~30K0.45×
47West Virginia~70K0.39×
48Alaska~30K0.35×
49South Dakota~30K0.28×
50New Jersey~200K0.22×
Fig. 06

Affinity by region

Affinity by region — southwest airlines, United States
0.22×1.00×2.76×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the southwest airlines audience vs. the country average
#·InterestCategoryAffinity×
01Spirit AirlinesTravel & Leisure9.45×
02Orlando International AirportTravel & Leisure7.08×
03Frontier AirlinesTravel & Leisure6.91×
04AsphaltCars & Mobility5.16×
05Delta Air LinesTravel & Leisure4.06×
06Hostelling InternationalTravel & Leisure3.34×
07Alaska AirlinesTravel & Leisure2.89×
08JetBlueTravel & Leisure2.75×
09United AirlinesTravel & Leisure2.53×
10American AirlinesTravel & Leisure2.25×
11AirlineTravel & Leisure2.09×
12AirportTravel & Leisure2.03×
13DayBusiness & Career1.71×
14WeekBusiness & Career1.68×
15Panda ExpressFood & Beverages1.67×
16Texas RoadhouseFood & Beverages1.61×
17Five BelowShopping1.60×
18Bank of AmericaBusiness & Career1.59×
19ExpediaTravel & Leisure1.55×
20AirbnbTravel & Leisure1.52×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the southwest airlines audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the southwest airlines audience vs. the country average · What stands out
TraitClusterDeviationScore
TravellingTHRILL1.39×
CreativityOPEN1.26×
Community OrientationOPEN1.25×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the southwest airlines audience vs. the country average · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.94×
Early Adopter MentalityPOWER0.96×
SustainabilityBALANCE1.01×
0×1.00× baseline2×
Appendix

Explore more audiences

More Airline audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in southwest airlines over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/southwest-airlines-8565” · Methodology