Expedia Target Market in Germany
A data profile of the people who buy, follow and care about Expedia in Germany — modelled from more than twelve digital signal sources. Expedia has an estimated audience of 3,167,964 people in Germany.
The average Expedia fan in Germany is 41.6 years old, balanced, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Airbnb, Trivago, Skyscanner, with strongest over-indexing on Airbnb (5.19× the country average).
Demographically, the Expedia audience skews balanced with an average age of 41.6, 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 Expedia fan in Germany is balanced, around 41.6 years old, with strong Travelling tendencies and a notable affinity for Airbnb.
At a glance
The key figures that characterise the Expedia profile in Germany.
Search interest · 12-month trend
Customer demographics of Expedia
54.8% are female, 45.2% are male, average age 41.6.
Gender split
| Metric | Value |
|---|---|
| Female | 54.8% |
| Male | 45.2% |
| Average age | 41.6 |
| Estimated audience size | 3,167,964 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 17% | |
| 30-39 | 22% | |
| 40-49 | 26% | |
| 50+ | 22% |
Worldwide distribution
of the worldwide Expedia audience comes from Germany.
| Country | Share |
|---|---|
| United States | 42.7% |
| Canada | 7.9% |
| United Kingdom | 5.1% |
Geography
Where the Expedia audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hessen | ~300K | 1.50× | |
| 02 | Bayern | ~700K | 1.38× | |
| 03 | Baden-Württemberg | ~500K | 1.31× | |
| 04 | Hamburg | ~90K | 1.30× | |
| 05 | Rheinland-Pfalz | ~200K | 1.13× | |
| 06 | Nordrhein-Westfalen | ~700K | 1.12× | |
| 07 | Berlin | ~100K | 1.08× | |
| 08 | Schleswig-Holstein | ~100K | 1.05× | |
| 09 | Bremen | ~20K | 0.92× | |
| 10 | Niedersachsen | ~300K | 0.91× | |
| 11 | Saarland | ~30K | 0.85× | |
| 12 | Brandenburg | ~80K | 0.81× | |
| 13 | Thüringen | ~50K | 0.70× | |
| 14 | Sachsen | ~100K | 0.69× | |
| 15 | Mecklenburg-Vorpommern | ~40K | 0.69× | |
| 16 | Sachsen-Anhalt | ~50K | 0.60× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Expedia audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Trivago | Travel & Leisure | 7.30× | ||
| 02 | Skyscanner | Travel & Leisure | 6.13× | ||
| 03 | Airbnb | Travel & Leisure | 5.19× | ||
| 04 | Backpacking (travel) | Travel & Leisure | 4.59× | ||
| 05 | Road trip | Travel & Leisure | 4.03× | ||
| 06 | Travel website | Travel & Leisure | 3.67× | ||
| 07 | TripAdvisor | Travel & Leisure | 3.54× | ||
| 08 | Gina Tricot | Fashion & Accessoires | 3.31× | ||
| 09 | TK Maxx | Shopping | 2.99× | ||
| 10 | Lodging | Travel & Leisure | 2.86× | ||
| 11 | Booking.com | Travel & Leisure | 2.61× | ||
| 12 | Sparkasse | Business & Career | 2.48× | ||
| 13 | Information technology | Business & Career | 2.36× | ||
| 14 | TUI | Travel & Leisure | 2.14× | ||
| 15 | Immowelt | Home & Garden | 2.07× | ||
| 16 | Ryanair | Travel & Leisure | 1.97× | ||
| 17 | Netto Marken-Discount | Shopping | 1.91× | ||
| 18 | Burger King | Food & Beverages | 1.75× | ||
| 19 | Vodafone | Technology & Electronics | 1.68× | ||
| 20 | EBay | Shopping | 1.53× |
Personality of the Expedia 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 | 2.08× | |
| Design Affinity | PREMIUM | 1.74× | |
| Quality Awareness | PREMIUM | 1.61× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.98× | |
| Need for Security | CONSERVATISM | 0.99× | |
| Convenience Orientation | PREMIUM | 0.99× |
Frequently asked questions
Who is Expedia's target market in Germany?
Expedia's target market in Germany covers an estimated 3,167,964 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Expedia customers?
54.8% of the Expedia audience are female, 45.2% are male, with an average age of 41.6 years.
Which brands do Expedia fans like most?
Expedia fans show strongest brand affinity for Airbnb (5.19×), Trivago (7.3×), and Skyscanner (6.13×) over the country average.
Where do Expedia fans live in Germany?
Expedia fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~700K), Bayern (reach ~700K), and Baden-Württemberg (reach ~500K). These three regions account for the largest share of the active audience.
What other brands do Expedia fans also like?
Beyond Expedia itself, the audience over-indexes on Trivago (7.3×), Skyscanner (6.13×), TK Maxx (2.99×), and Backpacking (travel) (4.59×) 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)
- Booking.com (8,319,999)
- TUI (6,946,335)
- HolidayCheck (5,754,308)
- Trivago (5,510,669)
See Expedia audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Expedia. 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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