Rascasse Audience Intelligence

Best Western Target Market in Germany

A data profile of the people who buy, follow and care about Best Western in Germany — modelled from more than twelve digital signal sources. Best Western has an estimated audience of 557,891 people in Germany.

#11among Hotel in Germany#1407among Brand in Germany#836in Travel & Leisure

The average Best Western fan in Germany is 45.2 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include NH Hotels, Holiday Inn Express, Holiday cottage, with strongest over-indexing on NH Hotels (34.82× the country average).

Demographically, the Best Western audience skews more female with an average age of 45.2, and over-indexes on personality traits such as Convenience Orientation, Need for Security.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Best Western fan in Germany is more female, around 45.2 years old, with strong Convenience Orientation tendencies and a notable affinity for NH Hotels.

Category: Travel & Leisure · Type: Brand · Subtype: Hotel

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Best Western profile in Germany.

Audience size
558K
in Germany
Gender
57.3%♀
42.7% male
Age
45.2
average years
Country rank
#10758
Brand in Germany
Fig. 01

Search interest · 12-month trend

-11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Best Western

57.3% are female, 42.7% are male, average age 45.2.

Fig. 02

Gender split

57.3%
Female
42.7%
Male
Demographic split for Best Western audience in Germany
MetricValue
Female57.3%
Male42.7%
Average age45.2
Estimated audience size557,891
Fig. 03

Age distribution

Ø 45.2
average years
Age distribution of the Best Western audience in Germany
Age bracketShare%
16-197%
20-2913%
30-3920%
40-4929%
50+30%
Fig. 04

Worldwide distribution

5.5%

of the worldwide Best Western audience comes from Germany.

Worldwide audience distribution share by country for Best Western
CountryShare
United States42.6%
Canada8.2%
France6.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Best Western audience in Germany is strongest.

Fig. 05

Top regions by affinity

Best Western customers by region in Germany
#RegionReachAffinity×
01Hessen~60K1.36×
02Bremen~6K1.30×
03Bayern~100K1.16×
04Sachsen-Anhalt~20K1.10×
05Rheinland-Pfalz~30K1.09×
06Thüringen~20K1.09×
07Baden-Württemberg~80K1.08×
08Niedersachsen~60K1.04×
09Sachsen~30K0.96×
10Hamburg~10K0.95×
11Nordrhein-Westfalen~100K0.92×
12Berlin~20K0.90×
13Schleswig-Holstein~20K0.90×
14Brandenburg~10K0.85×
15Saarland~5K0.71×
16Mecklenburg-Vorpommern~7K0.64×
Fig. 06

Affinity by region

Affinity by region — Best Western, Germany
0.64×1.00×1.36×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Best Western audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Best Western audience
#·InterestCategoryAffinity×
01Best Western Hotels DeutschlandTravel & Leisure89.23×
02Holiday Inn ExpressTravel & Leisure42.86×
03NH HotelsTravel & Leisure34.82×
04H-HotelsTravel & Leisure29.14×
05DocuSignTechnology & Electronics13.04×
06TP-LinkTechnology & Electronics11.56×
07B&B HotelsTravel & Leisure8.71×
08Holiday cottageTravel & Leisure6.77×
09Sonnenklar.TVTravel & Leisure5.06×
10RefrigeratorHome & Garden4.18×
11Street OneFashion & Accessoires4.04×
12Roland KaiserMusic & Radio3.89×
13ImmobilienBusiness & Career3.51×
14Wetter.deHome & Garden3.17×
15Aral AGCars & Mobility3.06×
16ResortTravel & Leisure2.84×
17TagesschauMovies & TV2.63×
18BauhausShopping2.56×
19Netto Marken-DiscountShopping2.06×
20Business and industryBusiness & Career1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Best Western audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Best Western audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.78×
Need for SecurityCONSERVATISM1.53×
Quality AwarenessPREMIUM1.50×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Best Western audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.57×
ExtroversionTHRILL0.71×
SustainabilityBALANCE0.75×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Best Western's target market in Germany?

Best Western's target market in Germany covers an estimated 557,891 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Best Western customers?

57.3% of the Best Western audience are female, 42.7% are male, with an average age of 45.2 years.

03

Which brands do Best Western fans like most?

Best Western fans show strongest brand affinity for NH Hotels (34.82×), Holiday Inn Express (42.86×), and Holiday cottage (6.77×) over the country average.

04

Where do Best Western fans live in Germany?

Best Western fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~100K), and Baden-Württemberg (reach ~80K). These three regions account for the largest share of the active audience.

05

What other brands do Best Western fans also like?

Beyond Best Western itself, the audience over-indexes on Holiday Inn Express (42.86×), Holiday cottage (6.77×), Tagesschau (2.63×), and H-Hotels (29.14×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Hotel audiences in Germany

See Best Western audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Best Western. 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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