A data profile of the people who buy, follow and care about Airbnb in Canada — modelled from more than twelve digital signal sources. Airbnb has an estimated audience of 7,356,575 people in Canada.
The average Airbnb fan in Canada is 43.2 years old, balanced, and lives primarily in Ontario.
The audience is concentrated in Ontario, Quebec, British Columbia.
Top brand affinities include Online marketplace, Expedia, Holiday cottage, with strongest over-indexing on Online marketplace (4.12× the country average).
Demographically, the Airbnb audience skews balanced with an average age of 43.2, and over-indexes on personality traits such as Urban Lifestyle, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Airbnb fan in Canada is balanced, around 43.2 years old, with strong Urban Lifestyle tendencies and a notable affinity for Online marketplace.
The key figures that characterise the Airbnb profile in Canada.
54.9% are female, 45.1% are male, average age 43.2.
| Metric | Value |
|---|---|
| Female | 54.9% |
| Male | 45.1% |
| Average age | 43.2 |
| Estimated audience size | 7,356,575 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 31% |
of the worldwide Airbnb audience comes from Canada.
| Country | Share |
|---|---|
| United States | 23.9% |
| United Kingdom | 5.5% |
| Italy | 5.4% |
Where the Airbnb audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Quebec | ~3M | 1.59× | |
| 02 | British Columbia | ~1.5M | 1.23× | |
| 03 | Ontario | ~3.5M | 1.13× | |
| 04 | Nova Scotia | ~200K | 1.06× | |
| 05 | New Brunswick | ~200K | 0.99× | |
| 06 | Alberta | ~900K | 0.97× | |
| 07 | Newfoundland and Labrador | ~100K | 0.93× | |
| 08 | Prince Edward Island | ~30K | 0.74× | |
| 09 | Manitoba | ~200K | 0.69× | |
| 10 | Saskatchewan | ~200K | 0.67× |
The strongest cross-interests of the Airbnb audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sharing economy | Business & Career | 5.47× | ||
| 02 | Online marketplace | Internet & Social Media | 4.12× | ||
| 03 | Holiday cottage | Travel & Leisure | 2.70× | ||
| 04 | Vacation rental | Travel & Leisure | 2.46× | ||
| 05 | Expedia | Travel & Leisure | 2.01× | ||
| 06 | Starter home | Home & Garden | 1.92× | ||
| 07 | TripAdvisor | Travel & Leisure | 1.90× | ||
| 08 | Porter Airlines | Travel & Leisure | 1.87× | ||
| 09 | Lodging | Travel & Leisure | 1.82× | ||
| 10 | Air Transat | Travel & Leisure | 1.79× | ||
| 11 | Cottage | Travel & Leisure | 1.68× | ||
| 12 | Property finder | Home & Garden | 1.63× | ||
| 13 | WestJet | Travel & Leisure | 1.62× | ||
| 14 | Privately held company | Business & Career | 1.60× | ||
| 15 | Bedroom | Home & Garden | 1.59× | ||
| 16 | Home construction | Home & Garden | 1.55× | ||
| 17 | Air travel | Travel & Leisure | 1.54× | ||
| 18 | Air Canada | Travel & Leisure | 1.52× | ||
| 19 | Bathroom | Home & Garden | 1.52× | ||
| 20 | simons | Shopping | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.67× | |
| Early Adopter Mentality | POWER | 1.59× | |
| Career Orientation | POWER | 1.55× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 0.72× | |
| Sports Activity | POWER | 0.85× | |
| Spirituality | BALANCE | 0.87× |
Airbnb's target market in Canada covers an estimated 7,356,575 people, concentrated in Ontario and Quebec.
54.9% of the Airbnb audience are female, 45.1% are male, with an average age of 43.2 years.
Airbnb fans show strongest brand affinity for Online marketplace (4.12×), Expedia (2.01×), and Holiday cottage (2.7×) over the country average.
Airbnb fans in Canada are most concentrated in Ontario (reach ~3.5M), Quebec (reach ~3M), and British Columbia (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Airbnb itself, the audience over-indexes on Expedia (2.01×), Holiday cottage (2.7×), Sharing economy (5.47×), and WestJet (1.62×) compared to the Canada average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Canada 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 Canada. 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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