Airbnb Audience in Germany
Airbnb has an estimated audience of 15,006,516 people in Germany. 56.6% are female, 43.4% are male, average age 39.0. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Lidl Reisen, TripAdvisor, Toddler, Spiegel Online, Online marketplace.
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, Sports Activity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Travel & Leisure · Type: Brand · Subtype: Travel website
Demographics of Airbnb fans
| Metric | Value |
|---|---|
| Female | 56.6% |
| Male | 43.4% |
| Average age | 39.0 |
| Estimated audience size | 15,006,516 |
Audience persona
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.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 3,848,807 | 1.17× |
| Bayern | 2,890,884 | 1.2× |
| Baden-Württemberg | 2,625,846 | 1.28× |
| Niedersachsen | 1,468,027 | 1.01× |
| Hessen | 1,363,843 | 1.19× |
| Berlin | 844,487 | 1.26× |
| Rheinland-Pfalz | 809,733 | 1.08× |
| Sachsen | 622,035 | 0.85× |
| Schleswig-Holstein | 567,541 | 1.05× |
| Hamburg | 404,203 | 1.19× |
| Brandenburg | 373,527 | 0.8× |
| Thüringen | 264,199 | 0.69× |
| Sachsen-Anhalt | 234,516 | 0.6× |
| Mecklenburg-Vorpommern | 205,873 | 0.72× |
| Saarland | 171,087 | 0.93× |
| Bremen | 125,462 | 0.98× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Lidl Reisen | 9.17× | Travel & Leisure |
| TripAdvisor | 3.97× | Travel & Leisure |
| Toddler | 2.51× | Kids & Family |
| Spiegel Online | 1.7× | News |
| Online marketplace | 3.88× | Internet & Social Media |
| H&M | 1.74× | Shopping |
| Adventure | 1.86× | Travel & Leisure |
| Rossmann | 1.78× | Shopping |
| IKEA | 1.51× | Home & Garden |
| Baby food | 2.39× | Kids & Family |
| Primark | 2.01× | Shopping |
| Booking.com | 2.19× | Travel & Leisure |
| Vacations | 1.87× | Travel & Leisure |
| Women's clothing | 1.58× | Fashion & Accessoires |
| Vegetarian cuisine | 1.95× | Food & Beverages |
| Self-love | 1.9× | Health |
| Parent | 1.85× | Kids & Family |
| Hermès | 1.72× | Fashion & Accessoires |
| Lodging | 2.34× | Travel & Leisure |
| Zara | 2.05× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Travelling | THRILL | 2 |
| Sports Activity | POWER | 1.39 |
| Design Affinity | PREMIUM | 1.38 |
| Luxury Orientation | PREMIUM | 1.33 |
| Sustainability | BALANCE | 1.31 |
| Indulgence | JOY | 1.26 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 23.6% |
| United Kingdom | 5.6% |
| Italy | 5.5% |
See Airbnb audiences in other countries
More Travel website audiences in Germany
- Booking.com (8,178,794)
- TUI (7,505,211)
- HolidayCheck (5,793,485)
- Trivago (5,433,685)
- Skyscanner (4,718,850)
Frequently asked questions
How many fans does Airbnb have in Germany?
Airbnb has an estimated audience of 15,006,516 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Airbnb fans?
56.6% of Airbnb fans 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 3,848,807), Bayern (reach 2,890,884), and Baden-Württemberg (reach 2,625,846). 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×), Spiegel Online (1.7×), and Online marketplace (3.88×) compared to the Germany average.
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.