Booking.com Target Market in Germany
A data profile of the people who buy, follow and care about Booking.com in Germany — modelled from more than twelve digital signal sources. Booking.com has an estimated audience of 8,319,998 people in Germany.
The average Booking.com fan in Germany is 41.8 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Airbnb, Adventure, Travel Adventures, with strongest over-indexing on Airbnb (1.5× the country average).
Demographically, the Booking.com audience skews more female with an average age of 41.8, 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 Booking.com fan in Germany is more female, around 41.8 years old, with strong Travelling tendencies and a notable affinity for Airbnb.
At a glance
The key figures that characterise the Booking.com profile in Germany.
Search interest · 12-month trend
Customer demographics of Booking.com
55.8% are female, 44.2% are male, average age 41.8.
Gender split
| Metric | Value |
|---|---|
| Female | 55.8% |
| Male | 44.2% |
| Average age | 41.8 |
| Estimated audience size | 8,319,998 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 17% | |
| 30-39 | 21% | |
| 40-49 | 26% | |
| 50+ | 23% |
Worldwide distribution
of the worldwide Booking.com audience comes from Germany.
| Country | Share |
|---|---|
| United States | 11.2% |
| United Kingdom | 10.5% |
| Germany | 8.6% |
Geography
Where the Booking.com audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Bayern | ~1.5M | 1.32× | |
| 02 | Baden-Württemberg | ~1.5M | 1.30× | |
| 03 | Nordrhein-Westfalen | ~2.5M | 1.28× | |
| 04 | Rheinland-Pfalz | ~500K | 1.16× | |
| 05 | Schleswig-Holstein | ~300K | 1.12× | |
| 06 | Hessen | ~700K | 1.07× | |
| 07 | Bremen | ~70K | 1.03× | |
| 08 | Niedersachsen | ~800K | 1.02× | |
| 09 | Brandenburg | ~200K | 0.96× | |
| 10 | Hamburg | ~200K | 0.96× | |
| 11 | Saarland | ~90K | 0.91× | |
| 12 | Berlin | ~300K | 0.90× | |
| 13 | Sachsen | ~300K | 0.83× | |
| 14 | Mecklenburg-Vorpommern | ~100K | 0.83× | |
| 15 | Thüringen | ~200K | 0.78× | |
| 16 | Sachsen-Anhalt | ~100K | 0.58× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Booking.com audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Shelter Dogs | Pets & Animals | 2.73× | ||
| 02 | Mortgage calculator | Home & Garden | 2.58× | ||
| 03 | Modeling agency | Fashion & Accessoires | 2.02× | ||
| 04 | Travel Adventures | Travel & Leisure | 1.87× | ||
| 05 | Fitness and figure competition | Sports | 1.87× | ||
| 06 | Lodging | Travel & Leisure | 1.79× | ||
| 07 | Gift shop | Home & Garden | 1.77× | ||
| 08 | Landscape design | Business & Career | 1.76× | ||
| 09 | Wetter.de | Home & Garden | 1.74× | ||
| 10 | Self care | Health | 1.73× | ||
| 11 | Home Interior Design | Home & Garden | 1.73× | ||
| 12 | Ernsting's family | Shopping | 1.72× | ||
| 13 | Horse training | Pets & Animals | 1.69× | ||
| 14 | Organic product | Food & Beverages | 1.63× | ||
| 15 | Horse & Rider | Pets & Animals | 1.58× | ||
| 16 | Adventure | Travel & Leisure | 1.57× | ||
| 17 | Home Design | Home & Garden | 1.56× | ||
| 18 | Healthy habits | Health | 1.55× | ||
| 19 | Airbnb | Travel & Leisure | 1.50× | ||
| 20 | Photographer | Technology & Electronics | 1.50× |
Personality of the Booking.com 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 | 1.28× | |
| Design Affinity | PREMIUM | 1.21× | |
| Mindfulness | BALANCE | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.65× | |
| Spirituality | BALANCE | 0.67× | |
| Early Adopter Mentality | POWER | 0.71× |
Frequently asked questions
Who is Booking.com's target market in Germany?
Booking.com's target market in Germany covers an estimated 8,319,998 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Booking.com customers?
55.8% of the Booking.com audience are female, 44.2% are male, with an average age of 41.8 years.
Which brands do Booking.com fans like most?
Booking.com fans show strongest brand affinity for Airbnb (1.5×), Adventure (1.57×), and Travel Adventures (1.87×) over the country average.
Where do Booking.com fans live in Germany?
Booking.com fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~2.5M), Bayern (reach ~1.5M), and Baden-Württemberg (reach ~1.5M). These three regions account for the largest share of the active audience.
What other brands do Booking.com fans also like?
Beyond Booking.com itself, the audience over-indexes on Adventure (1.57×), Travel Adventures (1.87×), Shelter Dogs (2.73×), and Wetter.de (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
- Airbnb (15,006,516)
- TUI (6,946,335)
- HolidayCheck (5,754,308)
- Trivago (5,510,669)
- Skyscanner (4,718,850)
How to read this data
Audience size is the estimated number of people in Germany who actively search for Booking.com. 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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