Rascasse Audience Intelligence

Kayak Target Market in Germany

A data profile of the people who buy, follow and care about Kayak in Germany — modelled from more than twelve digital signal sources. Kayak has an estimated audience of 1,632,720 people in Germany.

#10among Travel website in Germany#517among Brand in Germany#329in Travel & Leisure

The average Kayak fan in Germany is 39.9 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Horse & Rider, Horse training, Equine nutrition, with strongest over-indexing on Horse & Rider (4.6× the country average).

Demographically, the Kayak audience skews more male with an average age of 39.9, and over-indexes on personality traits such as Design Affinity, Pet Ownership.

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

The typical Kayak fan in Germany is more male, around 39.9 years old, with strong Design Affinity tendencies and a notable affinity for Horse & Rider.

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

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 Kayak profile in Germany.

Audience size
1.6M
in Germany
Gender
43.8%♀
56.2% male
Age
39.9
average years
Country rank
#4117
Brand in Germany
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Kayak

43.8% are female, 56.2% are male, average age 39.9.

Fig. 02

Gender split

43.8%
Female
56.2%
Male
Demographic split for Kayak audience in Germany
MetricValue
Female43.8%
Male56.2%
Average age39.9
Estimated audience size1,632,720
Fig. 03

Age distribution

Ø 39.9
average years
Age distribution of the Kayak audience in Germany
Age bracketShare%
16-1920%
20-2916%
30-3920%
40-4924%
50+21%
Fig. 04

Worldwide distribution

3.2%

of the worldwide Kayak audience comes from Germany.

Worldwide audience distribution share by country for Kayak
CountryShare
United States36.6%
France12.7%
United Kingdom5.8%
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 Kayak audience in Germany is strongest.

Fig. 05

Top regions by affinity

Kayak customers by region in Germany
#RegionReachAffinity×
01Berlin~200K2.13×
02Hamburg~60K1.56×
03Hessen~200K1.45×
04Bayern~300K1.25×
05Baden-Württemberg~200K1.12×
06Bremen~10K1.02×
07Nordrhein-Westfalen~300K0.95×
08Rheinland-Pfalz~70K0.91×
09Brandenburg~50K0.91×
10Schleswig-Holstein~50K0.89×
11Sachsen~60K0.77×
12Niedersachsen~100K0.72×
13Saarland~10K0.72×
14Mecklenburg-Vorpommern~20K0.64×
15Thüringen~20K0.52×
16Sachsen-Anhalt~20K0.50×
Fig. 06

Affinity by region

Affinity by region — Kayak, Germany
0.50×1.00×2.13×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Kayak audience
#·InterestCategoryAffinity×
01PferdPets & Animals5.88×
02Horse tackSports4.90×
03Equine nutritionPets & Animals4.68×
04Horse & RiderPets & Animals4.60×
05RV parkCars & Mobility4.49×
06Horse showPets & Animals4.44×
07National parkTravel & Leisure4.19×
08Horse trainingPets & Animals4.11×
09SaddleSports4.01×
10American Quarter HorsePets & Animals3.94×
11Equine therapyHealth3.58×
12Horse breedingPets & Animals3.40×
13Great DanePets & Animals3.31×
14Siberian HuskyPets & Animals3.27×
15PonyPets & Animals3.17×
16DeichmannShopping2.62×
17CHIO AachenSports2.58×
18French BulldogPets & Animals2.33×
19Dog loversPets & Animals2.12×
20PrimarkShopping1.93×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Kayak 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 Kayak audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.19×
Pet OwnershipJOY1.15×
CreativityOPEN1.09×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Kayak audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.39×
SpiritualityBALANCE0.43×
Need for SecurityCONSERVATISM0.53×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Kayak's target market in Germany?

Kayak's target market in Germany covers an estimated 1,632,720 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Kayak customers?

43.8% of the Kayak audience are female, 56.2% are male, with an average age of 39.9 years.

03

Which brands do Kayak fans like most?

Kayak fans show strongest brand affinity for Horse & Rider (4.6×), Horse training (4.11×), and Equine nutrition (4.68×) over the country average.

04

Where do Kayak fans live in Germany?

Kayak fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~300K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Kayak fans also like?

Beyond Kayak itself, the audience over-indexes on Horse training (4.11×), Equine nutrition (4.68×), RV park (4.49×), and Deichmann (2.62×) compared to the Germany average.

Appendix

Explore more audiences

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

More Travel website audiences in Germany

See Kayak audiences in other countries

How to read this data

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