A data profile of the people who buy, follow and care about Airbnb in Brazil — modelled from more than twelve digital signal sources. Airbnb has an estimated audience of 12,793,957 people in Brazil.
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.
The typical Airbnb fan in Brazil is more female, around 41.6 years old, with strong Travelling tendencies and a notable affinity for Trivago.
The key figures that characterise the Airbnb profile in Brazil.
64.1% are female, 35.9% are male, average age 41.6.
| Metric | Value |
|---|---|
| Female | 64.1% |
| Male | 35.9% |
| Average age | 41.6 |
| Estimated audience size | 12,793,957 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 20% | |
| 30-39 | 22% | |
| 40-49 | 22% | |
| 50+ | 24% |
of the worldwide Airbnb audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 23.9% |
| United Kingdom | 5.5% |
| Italy | 5.4% |
Where the Airbnb audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Rio Grande do Sul | ~1.5M | 1.93× | |
| 02 | Santa Catarina | ~1M | 1.86× | |
| 03 | Rio de Janeiro | ~2M | 1.63× | |
| 04 | Federal District | ~300K | 1.60× | |
| 05 | São Paulo | ~5M | 1.52× | |
| 06 | Espírito Santo | ~400K | 1.42× | |
| 07 | Paraná | ~1M | 1.41× | |
| 08 | Minas Gerais | ~2M | 1.39× | |
| 09 | Mato Grosso do Sul | ~200K | 1.18× | |
| 10 | Pernambuco | ~600K | 1.07× | |
| 11 | Goiás | ~500K | 1.03× | |
| 12 | Paraíba | ~300K | 0.98× | |
| 13 | Mato Grosso | ~200K | 0.96× | |
| 14 | Rio Grande do Norte | ~200K | 0.88× | |
| 15 | Bahia | ~700K | 0.86× | |
| 16 | Alagoas | ~200K | 0.84× | |
| 17 | Sergipe | ~100K | 0.77× | |
| 18 | Tocantins | ~60K | 0.69× | |
| 19 | Roraima | ~20K | 0.66× | |
| 20 | Ceará | ~400K | 0.64× | |
| 21 | Rondônia | ~70K | 0.62× | |
| 22 | Pará | ~200K | 0.57× | |
| 23 | Acre | ~20K | 0.55× | |
| 24 | Amapá | ~20K | 0.53× | |
| 25 | Piauí | ~90K | 0.52× | |
| 26 | Amazonas | ~100K | 0.51× | |
| 27 | Maranhão | ~100K | 0.42× |
The strongest cross-interests of the Airbnb audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Skyscanner | Travel & Leisure | 3.55× | ||
| 02 | Melhores Destinos | Travel & Leisure | 3.45× | ||
| 03 | Trivago | Travel & Leisure | 3.30× | ||
| 04 | Online marketplace | Internet & Social Media | 2.96× | ||
| 05 | Booking.com | Travel & Leisure | 2.94× | ||
| 06 | TripAdvisor | Travel & Leisure | 2.82× | ||
| 07 | CVC Viagens | Travel & Leisure | 2.55× | ||
| 08 | Lodging | Travel & Leisure | 2.22× | ||
| 09 | Travel agency | Travel & Leisure | 2.19× | ||
| 10 | Chemical formula | Business & Career | 2.14× | ||
| 11 | Travel website | Travel & Leisure | 2.00× | ||
| 12 | Ecotourism | Business & Career | 1.94× | ||
| 13 | Resort | Travel & Leisure | 1.92× | ||
| 14 | Leroy Merlin | Shopping | 1.90× | ||
| 15 | Air travel | Travel & Leisure | 1.76× | ||
| 16 | Anti-aging cream | Beauty & Wellness | 1.75× | ||
| 17 | Business class | Travel & Leisure | 1.75× | ||
| 18 | Cotton | Fashion & Accessoires | 1.72× | ||
| 19 | Cruises | Travel & Leisure | 1.56× | ||
| 20 | Google Docs | Internet & Social Media | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.52× | |
| Quality Awareness | PREMIUM | 1.36× | |
| Sustainability | BALANCE | 1.33× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.76× | |
| Tradition | CONSERVATISM | 0.84× | |
| Early Adopter Mentality | POWER | 0.87× |
Airbnb's target market in Brazil covers an estimated 12,793,957 people, concentrated in São Paulo and Rio de Janeiro.
64.1% of the Airbnb audience are female, 35.9% are male, with an average age of 41.6 years.
Airbnb fans show strongest brand affinity for Trivago (3.3×), TripAdvisor (2.82×), and Skyscanner (3.55×) over the country average.
Airbnb fans in Brazil are most concentrated in São Paulo (reach ~5M), Rio de Janeiro (reach ~2M), and Minas Gerais (reach ~2M). These three regions account for the largest share of the active audience.
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.
Related profiles, rankings and the same audience in other markets.
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.
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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.