A data profile of the people who buy, follow and care about TripAdvisor in Brazil — modelled from more than twelve digital signal sources. TripAdvisor has an estimated audience of 7,721,319 people in Brazil.
The average TripAdvisor fan in Brazil is 41.7 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 Airbnb, Trivago, Travel website, with strongest over-indexing on Airbnb (4.5× the country average).
Demographically, the TripAdvisor audience skews more female with an average age of 41.7, and over-indexes on personality traits such as Travelling, Career Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical TripAdvisor fan in Brazil is more female, around 41.7 years old, with strong Travelling tendencies and a notable affinity for Airbnb.
The key figures that characterise the TripAdvisor profile in Brazil.
63.8% are female, 36.2% are male, average age 41.7.
| Metric | Value |
|---|---|
| Female | 63.8% |
| Male | 36.2% |
| Average age | 41.7 |
| Estimated audience size | 7,721,319 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 20% | |
| 30-39 | 22% | |
| 40-49 | 22% | |
| 50+ | 24% |
of the worldwide TripAdvisor audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 14.7% |
| United Kingdom | 8.0% |
| Italy | 7.3% |
Where the TripAdvisor audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Alagoas | ~200K | 2.14× | |
| 02 | Federal District | ~200K | 1.72× | |
| 03 | Rio de Janeiro | ~1M | 1.66× | |
| 04 | Rio Grande do Sul | ~700K | 1.53× | |
| 05 | Rio Grande do Norte | ~200K | 1.44× | |
| 06 | Santa Catarina | ~500K | 1.40× | |
| 07 | Pernambuco | ~500K | 1.34× | |
| 08 | São Paulo | ~2.5M | 1.32× | |
| 09 | Paraná | ~600K | 1.25× | |
| 10 | Minas Gerais | ~1M | 1.18× | |
| 11 | Bahia | ~600K | 1.16× | |
| 12 | Mato Grosso do Sul | ~100K | 1.15× | |
| 13 | Ceará | ~300K | 1.02× | |
| 14 | Espírito Santo | ~200K | 0.96× | |
| 15 | Paraíba | ~200K | 0.96× | |
| 16 | Goiás | ~300K | 0.87× | |
| 17 | Sergipe | ~60K | 0.80× | |
| 18 | Tocantins | ~40K | 0.80× | |
| 19 | Roraima | ~20K | 0.68× | |
| 20 | Mato Grosso | ~100K | 0.67× | |
| 21 | Acre | ~20K | 0.65× | |
| 22 | Amapá | ~20K | 0.64× | |
| 23 | Amazonas | ~90K | 0.63× | |
| 24 | Maranhão | ~100K | 0.56× | |
| 25 | Rondônia | ~40K | 0.56× | |
| 26 | Piauí | ~60K | 0.55× | |
| 27 | Pará | ~100K | 0.42× |
The strongest cross-interests of the TripAdvisor audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Expedia | Travel & Leisure | 5.76× | ||
| 02 | Trivago | Travel & Leisure | 5.50× | ||
| 03 | Outdoors | Travel & Leisure | 5.09× | ||
| 04 | Skyscanner | Travel & Leisure | 5.06× | ||
| 05 | Summer vacation | Travel & Leisure | 4.69× | ||
| 06 | Self-guided tour | Travel & Leisure | 4.55× | ||
| 07 | Airbnb | Travel & Leisure | 4.50× | ||
| 08 | Booking.com | Travel & Leisure | 3.91× | ||
| 09 | Travel website | Travel & Leisure | 3.90× | ||
| 10 | Travel Adventures | Travel & Leisure | 3.46× | ||
| 11 | Resort | Travel & Leisure | 2.64× | ||
| 12 | Swimming pool | Sports | 2.37× | ||
| 13 | Theme parks | Travel & Leisure | 2.25× | ||
| 14 | Sea | Travel & Leisure | 2.09× | ||
| 15 | Summer | Travel & Leisure | 1.94× | ||
| 16 | Holiday | Travel & Leisure | 1.91× | ||
| 17 | Air travel | Travel & Leisure | 1.73× | ||
| 18 | Beaches | Travel & Leisure | 1.69× | ||
| 19 | Hotels | Travel & Leisure | 1.60× | ||
| 20 | Botafogo | Sports | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 2.02× | |
| Career Orientation | POWER | 1.72× | |
| Indulgence | JOY | 1.60× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.99× | |
| Spirituality | BALANCE | 1.00× | |
| Extroversion | THRILL | 1.05× |
TripAdvisor has an estimated audience of 7,721,319 people in Brazil, concentrated in São Paulo and Rio de Janeiro.
63.8% of TripAdvisor fans are female, 36.2% are male, with an average age of 41.7 years.
TripAdvisor fans show strongest brand affinity for Airbnb (4.5×), Trivago (5.5×), and Travel website (3.9×) over the country average.
TripAdvisor fans in Brazil are most concentrated in São Paulo (reach ~2.5M), Rio de Janeiro (reach ~1M), and Minas Gerais (reach ~1M). These three regions account for the largest share of the active audience.
Beyond TripAdvisor itself, the audience over-indexes on Trivago (5.5×), Travel website (3.9×), Skyscanner (5.06×), and Botafogo (1.52×) 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 TripAdvisor. 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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