Airbnb Audience in Canada
Airbnb has an estimated audience of 7,356,575 people in Canada. 54.9% are female, 45.1% are male, average age 43.2. Top regions: Ontario, Quebec, British Columbia. Top brand affinities: Online marketplace, Expedia, Holiday cottage, Sharing economy, WestJet.
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.
Category: Travel & Leisure · Type: Brand · Subtype: Travel website
Demographics of Airbnb fans
| Metric | Value |
|---|---|
| Female | 54.9% |
| Male | 45.1% |
| Average age | 43.2 |
| Estimated audience size | 7,356,575 |
Audience persona
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.
Top regions in Canada
| Region | Reach | Affinity |
|---|---|---|
| Ontario | 3,474,246 | 1.13× |
| Quebec | 2,807,383 | 1.59× |
| British Columbia | 1,354,698 | 1.23× |
| Alberta | 879,028 | 0.97× |
| Nova Scotia | 232,141 | 1.06× |
| Manitoba | 191,043 | 0.69× |
| New Brunswick | 168,431 | 0.99× |
| Saskatchewan | 157,191 | 0.67× |
| Newfoundland and Labrador | 103,890 | 0.93× |
| Prince Edward Island | 26,694 | 0.74× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Online marketplace | 4.12× | Internet & Social Media |
| Expedia | 2.01× | Travel & Leisure |
| Holiday cottage | 2.7× | Travel & Leisure |
| Sharing economy | 5.47× | Business & Career |
| WestJet | 1.62× | Travel & Leisure |
| Air Canada | 1.52× | Travel & Leisure |
| Vacation rental | 2.46× | Travel & Leisure |
| Air Transat | 1.79× | Travel & Leisure |
| Porter Airlines | 1.87× | Travel & Leisure |
| Starter home | 1.92× | Home & Garden |
| Home construction | 1.55× | Home & Garden |
| Lodging | 1.82× | Travel & Leisure |
| Bathroom | 1.52× | Home & Garden |
| Privately held company | 1.6× | Business & Career |
| Air travel | 1.54× | Travel & Leisure |
| Property finder | 1.63× | Home & Garden |
| TripAdvisor | 1.9× | Travel & Leisure |
| Cottage | 1.68× | Travel & Leisure |
| Bedroom | 1.59× | Home & Garden |
| Living room | 1.67× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Urban Lifestyle | OPEN | 1.67 |
| Early Adopter Mentality | POWER | 1.59 |
| Career Orientation | POWER | 1.55 |
| Individualism | JOY | 1.15 |
| Need for Security | CONSERVATISM | 1.14 |
| Travelling | THRILL | 1.08 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 23.5% |
| United Kingdom | 5.5% |
| Italy | 5.5% |
See Airbnb audiences in other countries
More Travel website audiences in Canada
Frequently asked questions
How many fans does Airbnb have in Canada?
Airbnb has an estimated audience of 7,356,575 people in Canada, concentrated in Ontario and Quebec.
What is the gender split and age of Airbnb fans?
54.9% of Airbnb fans are female, 45.1% are male, with an average age of 43.2 years.
Which brands do Airbnb fans like most?
Airbnb fans show strongest brand affinity for Online marketplace (4.12×), Expedia (2.01×), and Holiday cottage (2.7×) over the country average.
Where do Airbnb fans live in Canada?
Airbnb fans in Canada are most concentrated in Ontario (reach 3,474,246), Quebec (reach 2,807,383), and British Columbia (reach 1,354,698). 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 Expedia (2.01×), Holiday cottage (2.7×), Sharing economy (5.47×), and WestJet (1.62×) compared to the Canada average.
How to read this data
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.
About this audience profile
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.