Airbnb Target Market in Germany
A data profile of the people who buy, follow and care about Airbnb in Germany — modelled from more than twelve digital signal sources. Airbnb has an estimated audience of 15,006,516 people in Germany.
The average Airbnb fan in Germany is 39.0 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Lidl Reisen, TripAdvisor, Toddler, with strongest over-indexing on Lidl Reisen (9.17× the country average).
Demographically, the Airbnb audience skews more female with an average age of 39.0, and over-indexes on personality traits such as Travelling, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Airbnb fan in Germany is more female, around 39.0 years old, with strong Travelling tendencies and a notable affinity for Lidl Reisen.
At a glance
The key figures that characterise the Airbnb profile in Germany.
Search interest · 12-month trend
Customer demographics of Airbnb
56.6% are female, 43.4% are male, average age 39.0.
Gender split
| Metric | Value |
|---|---|
| Female | 56.6% |
| Male | 43.4% |
| Average age | 39.0 |
| Estimated audience size | 15,006,516 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 19% |
Worldwide distribution
of the worldwide Airbnb audience comes from Germany.
| Country | Share |
|---|---|
| United States | 23.9% |
| United Kingdom | 5.5% |
| Italy | 5.4% |
Geography
Where the Airbnb audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Baden-Württemberg | ~2.5M | 1.26× | |
| 02 | Berlin | ~800K | 1.18× | |
| 03 | Hamburg | ~400K | 1.18× | |
| 04 | Hessen | ~1.5M | 1.17× | |
| 05 | Bayern | ~3M | 1.16× | |
| 06 | Nordrhein-Westfalen | ~3.5M | 1.13× | |
| 07 | Rheinland-Pfalz | ~800K | 1.09× | |
| 08 | Schleswig-Holstein | ~600K | 1.07× | |
| 09 | Bremen | ~100K | 1.02× | |
| 10 | Niedersachsen | ~1.5M | 1.00× | |
| 11 | Saarland | ~200K | 0.97× | |
| 12 | Sachsen | ~600K | 0.86× | |
| 13 | Brandenburg | ~400K | 0.82× | |
| 14 | Mecklenburg-Vorpommern | ~200K | 0.75× | |
| 15 | Thüringen | ~300K | 0.73× | |
| 16 | Sachsen-Anhalt | ~200K | 0.63× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Airbnb audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Lidl Reisen | Travel & Leisure | 9.17× | ||
| 02 | TripAdvisor | Travel & Leisure | 3.97× | ||
| 03 | Online marketplace | Internet & Social Media | 3.88× | ||
| 04 | Gina Tricot | Fashion & Accessoires | 3.59× | ||
| 05 | Toddler | Kids & Family | 2.51× | ||
| 06 | Baby food | Kids & Family | 2.39× | ||
| 07 | Hugendubel | Shopping | 2.19× | ||
| 08 | Booking.com | Travel & Leisure | 2.19× | ||
| 09 | Primark | Shopping | 2.01× | ||
| 10 | Vegetarian cuisine | Food & Beverages | 1.95× | ||
| 11 | Self-love | Health | 1.90× | ||
| 12 | Vacations | Travel & Leisure | 1.87× | ||
| 13 | Adventure | Travel & Leisure | 1.86× | ||
| 14 | Parent | Kids & Family | 1.85× | ||
| 15 | Rossmann | Shopping | 1.78× | ||
| 16 | H&M | Shopping | 1.74× | ||
| 17 | Hermès | Fashion & Accessoires | 1.72× | ||
| 18 | Müller (company) | Food & Beverages | 1.70× | ||
| 19 | Women's clothing | Fashion & Accessoires | 1.58× | ||
| 20 | IKEA | Home & Garden | 1.51× |
Personality of the Airbnb audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.74× | |
| Design Affinity | PREMIUM | 1.70× | |
| Creativity | OPEN | 1.45× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.81× | |
| Convenience Orientation | PREMIUM | 0.81× | |
| Need for Security | CONSERVATISM | 0.87× |
Frequently asked questions
Who is Airbnb's target market in Germany?
Airbnb's target market in Germany covers an estimated 15,006,516 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Airbnb customers?
56.6% of the Airbnb audience are female, 43.4% are male, with an average age of 39.0 years.
Which brands do Airbnb fans like most?
Airbnb fans show strongest brand affinity for Lidl Reisen (9.17×), TripAdvisor (3.97×), and Toddler (2.51×) over the country average.
Where do Airbnb fans live in Germany?
Airbnb fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~3.5M), Bayern (reach ~3M), and Baden-Württemberg (reach ~2.5M). 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 TripAdvisor (3.97×), Toddler (2.51×), Online marketplace (3.88×), and H&M (1.74×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Travel website audiences in Germany
- Booking.com (8,319,999)
- TUI (6,946,335)
- HolidayCheck (5,754,308)
- Trivago (5,510,669)
- Skyscanner (4,718,850)
See Airbnb audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany 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 Germany. 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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