A data profile of the people who buy, follow and care about Booking.com in Brazil — modelled from more than twelve digital signal sources. Booking.com has an estimated audience of 3,946,816 people in Brazil.
The average Booking.com fan in Brazil is 42.2 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, Airbnb, TripAdvisor, with strongest over-indexing on Trivago (3.55× the country average).
Demographically, the Booking.com audience skews more female with an average age of 42.2, 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 27 regions tracked by Rascasse.
The typical Booking.com fan in Brazil is more female, around 42.2 years old, with strong Travelling tendencies and a notable affinity for Trivago.
The key figures that characterise the Booking.com profile in Brazil.
63.4% are female, 36.6% are male, average age 42.2.
| Metric | Value |
|---|---|
| Female | 63.4% |
| Male | 36.6% |
| Average age | 42.2 |
| Estimated audience size | 3,946,816 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 19% | |
| 30-39 | 22% | |
| 40-49 | 22% | |
| 50+ | 26% |
of the worldwide Booking.com audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 11.2% |
| United Kingdom | 10.5% |
| Germany | 8.6% |
Where the Booking.com audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Rio de Janeiro | ~800K | 2.13× | |
| 02 | Federal District | ~100K | 1.57× | |
| 03 | São Paulo | ~1.5M | 1.42× | |
| 04 | Pernambuco | ~200K | 1.35× | |
| 05 | Rio Grande do Norte | ~90K | 1.32× | |
| 06 | Santa Catarina | ~200K | 1.21× | |
| 07 | Minas Gerais | ~500K | 1.17× | |
| 08 | Bahia | ~300K | 1.09× | |
| 09 | Alagoas | ~60K | 1.03× | |
| 10 | Espírito Santo | ~80K | 1.01× | |
| 11 | Ceará | ~200K | 1.00× | |
| 12 | Paraíba | ~80K | 1.00× | |
| 13 | Rio Grande do Sul | ~200K | 0.99× | |
| 14 | Paraná | ~200K | 0.96× | |
| 15 | Roraima | ~10K | 0.95× | |
| 16 | Pará | ~100K | 0.93× | |
| 17 | Goiás | ~100K | 0.92× | |
| 18 | Amazonas | ~60K | 0.91× | |
| 19 | Acre | ~10K | 0.91× | |
| 20 | Sergipe | ~40K | 0.90× | |
| 21 | Amapá | ~10K | 0.89× | |
| 22 | Mato Grosso do Sul | ~50K | 0.88× | |
| 23 | Piauí | ~50K | 0.83× | |
| 24 | Tocantins | ~20K | 0.79× | |
| 25 | Rondônia | ~30K | 0.78× | |
| 26 | Maranhão | ~70K | 0.72× | |
| 27 | Mato Grosso | ~50K | 0.71× |
The strongest cross-interests of the Booking.com audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Skyscanner | Travel & Leisure | 3.64× | ||
| 02 | Trivago | Travel & Leisure | 3.55× | ||
| 03 | Melhores Destinos | Travel & Leisure | 3.36× | ||
| 04 | TripAdvisor | Travel & Leisure | 2.90× | ||
| 05 | Airbnb | Travel & Leisure | 2.66× | ||
| 06 | CVC Viagens | Travel & Leisure | 2.60× | ||
| 07 | Lodging | Travel & Leisure | 2.18× | ||
| 08 | Travel agency | Travel & Leisure | 2.09× | ||
| 09 | Mount Etna | Travel & Leisure | 2.06× | ||
| 10 | Chemical formula | Business & Career | 2.05× | ||
| 11 | Travel website | Travel & Leisure | 2.03× | ||
| 12 | Resort | Travel & Leisure | 1.99× | ||
| 13 | Leroy Merlin | Shopping | 1.95× | ||
| 14 | Ecotourism | Business & Career | 1.83× | ||
| 15 | Anti-aging cream | Beauty & Wellness | 1.75× | ||
| 16 | Bedding | Home & Garden | 1.70× | ||
| 17 | Air travel | Travel & Leisure | 1.69× | ||
| 18 | Living room | Home & Garden | 1.65× | ||
| 19 | Arezzo | Travel & Leisure | 1.54× | ||
| 20 | Cruises | Travel & Leisure | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.32× | |
| Price Sensitivity | PREMIUM | 1.21× | |
| Quality Awareness | PREMIUM | 1.21× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.64× | |
| Early Adopter Mentality | POWER | 0.73× | |
| Tradition | CONSERVATISM | 0.76× |
Booking.com's target market in Brazil covers an estimated 3,946,816 people, concentrated in São Paulo and Rio de Janeiro.
63.4% of the Booking.com audience are female, 36.6% are male, with an average age of 42.2 years.
Booking.com fans show strongest brand affinity for Trivago (3.55×), Airbnb (2.66×), and TripAdvisor (2.9×) over the country average.
Booking.com fans in Brazil are most concentrated in São Paulo (reach ~1.5M), Rio de Janeiro (reach ~800K), and Minas Gerais (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Booking.com itself, the audience over-indexes on Airbnb (2.66×), TripAdvisor (2.9×), Skyscanner (3.64×), and Resort (1.99×) 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 Booking.com. 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.
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