Booking.com Audience in Germany
Booking.com has an estimated audience of 8,178,793 people in Germany. 55.8% are female, 44.2% are male, average age 41.8. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Airbnb, Adventure, Travel Adventures, Shelter Dogs, Wetter.de.
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, 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 Booking.com fans
| Metric | Value |
|---|---|
| Female | 55.8% |
| Male | 44.2% |
| Average age | 41.8 |
| Estimated audience size | 8,178,793 |
Audience persona
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.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 2,370,863 | 1.32× |
| Bayern | 1,806,255 | 1.37× |
| Baden-Württemberg | 1,492,590 | 1.34× |
| Niedersachsen | 822,050 | 1.03× |
| Hessen | 671,859 | 1.08× |
| Rheinland-Pfalz | 475,664 | 1.16× |
| Berlin | 349,807 | 0.96× |
| Schleswig-Holstein | 333,306 | 1.13× |
| Sachsen | 330,896 | 0.82× |
| Brandenburg | 244,072 | 0.96× |
| Hamburg | 179,470 | 0.97× |
| Thüringen | 156,456 | 0.75× |
| Mecklenburg-Vorpommern | 125,743 | 0.81× |
| Sachsen-Anhalt | 88,863 | 0.42× |
| Saarland | 86,627 | 0.86× |
| Bremen | 70,134 | 1× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Airbnb | 1.5× | Travel & Leisure |
| Adventure | 1.57× | Travel & Leisure |
| Travel Adventures | 1.87× | Travel & Leisure |
| Shelter Dogs | 2.73× | Pets & Animals |
| Wetter.de | 1.74× | Home & Garden |
| Self care | 1.73× | Health |
| Home Design | 1.56× | Home & Garden |
| Home Interior Design | 1.73× | Home & Garden |
| Healthy habits | 1.55× | Health |
| Lodging | 1.79× | Travel & Leisure |
| Horse training | 1.69× | Pets & Animals |
| Gift shop | 1.77× | Home & Garden |
| Mortgage calculator | 2.58× | Home & Garden |
| Ernsting's family | 1.72× | Shopping |
| Landscape design | 1.76× | Business & Career |
| Fitness and figure competition | 1.87× | Sports |
| Horse & Rider | 1.58× | Pets & Animals |
| Organic product | 1.63× | Food & Beverages |
| Photographer | 1.5× | Technology & Electronics |
| Modeling agency | 2.02× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Travelling | THRILL | 1.81 |
| Sports Activity | POWER | 1.41 |
| Indulgence | JOY | 1.32 |
| Luxury Orientation | PREMIUM | 1.19 |
| Design Affinity | PREMIUM | 1.19 |
| LGBTQ+ Identity | OPEN | 1.16 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 10.7% |
| United Kingdom | 10.2% |
| Germany | 8.7% |
See Booking.com audiences in other countries
More Travel website audiences in Germany
- Airbnb (15,006,516)
- TUI (7,505,211)
- HolidayCheck (5,793,485)
- Trivago (5,433,685)
- Skyscanner (4,718,850)
Frequently asked questions
How many fans does Booking.com have in Germany?
Booking.com has an estimated audience of 8,178,793 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Booking.com fans?
55.8% of Booking.com fans 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 2,370,863), Bayern (reach 1,806,255), and Baden-Württemberg (reach 1,492,590). 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.
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.