A data profile of the people who buy, follow and care about Airbnb in Switzerland — modelled from more than twelve digital signal sources. Airbnb has an estimated audience of 3,298,702 people in Switzerland.
The average Airbnb fan in Switzerland is 42.4 years old, balanced, and lives primarily in Canton of Zürich.
The audience is concentrated in Canton of Zürich, Vaud, Canton of Bern.
Top brand affinities include Online marketplace, Sharing economy, TripAdvisor, with strongest over-indexing on Online marketplace (7.27× the country average).
Demographically, the Airbnb audience skews balanced with an average age of 42.4, and over-indexes on personality traits such as Early Adopter Mentality, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.
The typical Airbnb fan in Switzerland is balanced, around 42.4 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Online marketplace.
The key figures that characterise the Airbnb profile in Switzerland.
54.7% are female, 45.3% are male, average age 42.4.
| Metric | Value |
|---|---|
| Female | 54.7% |
| Male | 45.3% |
| Average age | 42.4 |
| Estimated audience size | 3,298,702 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 17% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 26% |
of the worldwide Airbnb audience comes from Switzerland.
| Country | Share |
|---|---|
| United States | 23.9% |
| United Kingdom | 5.5% |
| Italy | 5.4% |
Where the Airbnb audience in Switzerland is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Vaud | ~600K | 1.73× | |
| 02 | Canton of Geneva | ~400K | 1.73× | |
| 03 | Valais | ~200K | 1.47× | |
| 04 | Canton of Zürich | ~800K | 1.38× | |
| 05 | Canton of Bern | ~400K | 1.37× | |
| 06 | Neuchatel | ~90K | 1.35× | |
| 07 | Fribourg | ~200K | 1.33× | |
| 08 | Ticino | ~200K | 1.26× | |
| 09 | Luzern | ~200K | 1.20× | |
| 10 | Basel-City | ~100K | 1.11× | |
| 11 | Aargau | ~200K | 1.06× | |
| 12 | Canton of Zug | ~40K | 1.04× | |
| 13 | Canton of St. Gallen | ~200K | 1.02× | |
| 14 | Graubünden | ~80K | 1.01× | |
| 15 | Basel-Landschaft | ~70K | 0.93× | |
| 16 | Thurgau | ~80K | 0.86× | |
| 17 | Solothurn | ~70K | 0.86× | |
| 18 | Jura | ~20K | 0.85× | |
| 19 | Schwyz | ~40K | 0.83× | |
| 20 | Schaffhausen | ~20K | 0.67× | |
| 21 | Canton of Obwalden | ~8K | 0.62× | |
| 22 | Canton of Nidwalden | ~8K | 0.60× | |
| 23 | Appenzell Ausserrhoden | ~9K | 0.59× | |
| 24 | Uri | ~6K | 0.55× | |
| 25 | Canton of Glarus | ~6K | 0.50× | |
| 26 | Appenzell Innerrhoden | ~2K | 0.41× |
The strongest cross-interests of the Airbnb audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sharing economy | Business & Career | 8.06× | ||
| 02 | Online marketplace | Internet & Social Media | 7.27× | ||
| 03 | Vacation rental | Travel & Leisure | 2.39× | ||
| 04 | El País | News | 2.15× | ||
| 05 | Baggage | Fashion & Accessoires | 2.07× | ||
| 06 | Investment strategy | Business & Career | 2.01× | ||
| 07 | TripAdvisor | Travel & Leisure | 1.86× | ||
| 08 | Privately held company | Business & Career | 1.85× | ||
| 09 | Booking.com | Travel & Leisure | 1.83× | ||
| 10 | Holiday cottage | Travel & Leisure | 1.73× | ||
| 11 | FlixBus | Cars & Mobility | 1.70× | ||
| 12 | Drop shipping | Shopping | 1.68× | ||
| 13 | Lodging | Travel & Leisure | 1.66× | ||
| 14 | Trivago | Travel & Leisure | 1.65× | ||
| 15 | Travel website | Travel & Leisure | 1.60× | ||
| 16 | Cottage | Travel & Leisure | 1.60× | ||
| 17 | Skyscanner | Travel & Leisure | 1.54× | ||
| 18 | First class travel | Travel & Leisure | 1.53× | ||
| 19 | Deutsche Bahn | Cars & Mobility | 1.52× | ||
| 20 | Ecotourism | Business & Career | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.11× | |
| Travelling | THRILL | 1.10× | |
| Design Affinity | PREMIUM | 1.07× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 0.86× | |
| Social Media Usage | JOY | 0.93× | |
| Patriotism | CONSERVATISM | 0.93× |
Airbnb's target market in Switzerland covers an estimated 3,298,702 people, concentrated in Canton of Zürich and Vaud.
54.7% of the Airbnb audience are female, 45.3% are male, with an average age of 42.4 years.
Airbnb fans show strongest brand affinity for Online marketplace (7.27×), Sharing economy (8.06×), and TripAdvisor (1.86×) over the country average.
Airbnb fans in Switzerland are most concentrated in Canton of Zürich (reach ~800K), Vaud (reach ~600K), and Canton of Bern (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Airbnb itself, the audience over-indexes on Sharing economy (8.06×), TripAdvisor (1.86×), Lodging (1.66×), and Booking.com (1.83×) compared to the Switzerland average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Switzerland 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 Switzerland. 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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