Airbnb Audience in Brazil
Airbnb has an estimated audience of 12,793,957 people in Brazil. 64.1% are female, 35.9% are male, average age 41.6. Top regions: São Paulo, Rio de Janeiro, Minas Gerais. Top brand affinities: Trivago, TripAdvisor, Skyscanner, Resort, Air travel.
The average Airbnb fan in Brazil is 41.6 years old, more female, and lives primarily in São Paulo. The audience is concentrated in São Paulo, Rio de Janeiro, Minas Gerais. Top brand affinities include Trivago, TripAdvisor, Skyscanner, with strongest over-indexing on Trivago (3.3× the country average). Demographically, the Airbnb audience skews more female with an average age of 41.6, 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 27 regions tracked by Rascasse.
Category: Travel & Leisure · Type: Brand · Subtype: Travel website
Demographics of Airbnb fans
| Metric | Value |
|---|---|
| Female | 64.1% |
| Male | 35.9% |
| Average age | 41.6 |
| Estimated audience size | 12,793,957 |
Audience persona
The typical Airbnb fan in Brazil is more female, around 41.6 years old, with strong Travelling tendencies and a notable affinity for Trivago.
Top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | 5,049,147 | 1.52× |
| Rio de Janeiro | 1,958,014 | 1.63× |
| Minas Gerais | 1,835,662 | 1.39× |
| Rio Grande do Sul | 1,455,639 | 1.93× |
| Paraná | 1,104,969 | 1.41× |
| Santa Catarina | 1,089,571 | 1.86× |
| Bahia | 725,732 | 0.86× |
| Pernambuco | 627,481 | 1.07× |
| Goiás | 504,847 | 1.03× |
| Espírito Santo | 379,848 | 1.43× |
| Ceará | 358,466 | 0.64× |
| Federal District | 341,538 | 1.6× |
| Paraíba | 252,407 | 0.98× |
| Pará | 236,357 | 0.57× |
| Mato Grosso | 230,354 | 0.96× |
| Mato Grosso do Sul | 219,911 | 1.18× |
| Rio Grande do Norte | 186,611 | 0.88× |
| Alagoas | 156,389 | 0.84× |
| Maranhão | 134,993 | 0.42× |
| Amazonas | 113,415 | 0.51× |
| Sergipe | 102,991 | 0.77× |
| Piauí | 91,539 | 0.52× |
| Rondônia | 65,457 | 0.61× |
| Tocantins | 58,525 | 0.69× |
| Acre | 23,894 | 0.54× |
| Amapá | 23,674 | 0.52× |
| Roraima | 23,623 | 0.65× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Trivago | 3.3× | Travel & Leisure |
| TripAdvisor | 2.82× | Travel & Leisure |
| Skyscanner | 3.55× | Travel & Leisure |
| Resort | 1.92× | Travel & Leisure |
| Air travel | 1.76× | Travel & Leisure |
| CVC Viagens | 2.55× | Travel & Leisure |
| Travel website | 2× | Travel & Leisure |
| Booking.com | 2.94× | Travel & Leisure |
| Lodging | 2.22× | Travel & Leisure |
| Ney Matogrosso | 1.76× | Music & Radio |
| Google Docs | 1.51× | Internet & Social Media |
| Chemical formula | 2.14× | Business & Career |
| Anti-aging cream | 1.75× | Beauty & Wellness |
| Leroy Merlin | 1.9× | Shopping |
| Cruises | 1.56× | Travel & Leisure |
| Ecotourism | 1.94× | Business & Career |
| Online marketplace | 2.96× | Internet & Social Media |
| Travel agency | 2.19× | Travel & Leisure |
| Business class | 1.75× | Travel & Leisure |
| Melhores Destinos | 3.45× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Travelling | THRILL | 2.07 |
| Quality Awareness | PREMIUM | 1.99 |
| Design Affinity | PREMIUM | 1.89 |
| Luxury Orientation | PREMIUM | 1.72 |
| Sustainability | BALANCE | 1.5 |
| Healthy Lifestyle | BALANCE | 1.46 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 23.6% |
| United Kingdom | 5.6% |
| Italy | 5.5% |
See Airbnb audiences in other countries
More Travel website audiences in Brazil
- Trivago (7,352,907)
- Skyscanner (4,333,755)
- Booking.com (3,952,720)
- Kayak (2,727,602)
- Expedia (1,899,600)
Frequently asked questions
How many fans does Airbnb have in Brazil?
Airbnb has an estimated audience of 12,793,957 people in Brazil, concentrated in São Paulo and Rio de Janeiro.
What is the gender split and age of Airbnb fans?
64.1% of Airbnb fans are female, 35.9% are male, with an average age of 41.6 years.
Which brands do Airbnb fans like most?
Airbnb fans show strongest brand affinity for Trivago (3.3×), TripAdvisor (2.82×), and Skyscanner (3.55×) over the country average.
Where do Airbnb fans live in Brazil?
Airbnb fans in Brazil are most concentrated in São Paulo (reach 5,049,147), Rio de Janeiro (reach 1,958,014), and Minas Gerais (reach 1,835,662). These three regions account for the largest share of the active audience.
What other brands do Airbnb fans also like?
Beyond Airbnb itself, the audience over-indexes on TripAdvisor (2.82×), Skyscanner (3.55×), Resort (1.92×), and Air travel (1.76×) compared to the Brazil average.
How to read this data
Audience size is the estimated number of people in Brazil 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.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.