Kayak Audience in Germany
Kayak has an estimated audience of 1,612,261 people in Germany. 43.8% are female, 56.2% are male, average age 39.9. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Natural World, Horse & Rider, Horse training, Equine nutrition, RV park.
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 Natural World, Horse & Rider, Horse training, with strongest over-indexing on Natural World (3.65× 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 Travelling, Urban Lifestyle. 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 Kayak fans
| Metric | Value |
|---|---|
| Female | 43.8% |
| Male | 56.2% |
| Average age | 39.9 |
| Estimated audience size | 1,612,261 |
Audience persona
The typical Kayak fan in Germany is more male, around 39.9 years old, with strong Travelling tendencies and a notable affinity for Natural World.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 342,001 | 0.97× |
| Bayern | 334,525 | 1.29× |
| Baden-Württemberg | 251,552 | 1.14× |
| Hessen | 183,428 | 1.49× |
| Berlin | 161,583 | 2.24× |
| Niedersachsen | 110,618 | 0.71× |
| Rheinland-Pfalz | 73,849 | 0.91× |
| Hamburg | 57,216 | 1.57× |
| Sachsen | 54,602 | 0.69× |
| Schleswig-Holstein | 50,985 | 0.88× |
| Brandenburg | 45,081 | 0.9× |
| Sachsen-Anhalt | 19,724 | 0.47× |
| Thüringen | 19,376 | 0.47× |
| Mecklenburg-Vorpommern | 18,920 | 0.61× |
| Bremen | 13,763 | 1× |
| Saarland | 13,443 | 0.68× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Natural World | 3.65× | Fashion & Accessoires |
| Horse & Rider | 4.6× | Pets & Animals |
| Horse training | 4.11× | Pets & Animals |
| Equine nutrition | 4.68× | Pets & Animals |
| RV park | 4.49× | Cars & Mobility |
| Deichmann | 2.62× | Shopping |
| Horse breeding | 3.4× | Pets & Animals |
| Pferd | 5.88× | Pets & Animals |
| Siberian Husky | 3.27× | Pets & Animals |
| Equine therapy | 3.58× | Health |
| American Quarter Horse | 3.94× | Pets & Animals |
| Horse tack | 4.9× | Sports |
| Saddle | 4.01× | Sports |
| Pony | 3.17× | Pets & Animals |
| Gala | 1.65× | News |
| Horse show | 4.44× | Pets & Animals |
| National park | 4.19× | Travel & Leisure |
| Primark | 1.93× | Shopping |
| Dog lovers | 2.12× | Pets & Animals |
| S.S.C. Napoli | 5× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Travelling | THRILL | 1.68 |
| Urban Lifestyle | OPEN | 1.37 |
| Patriotism | CONSERVATISM | 1.31 |
| Luxury Orientation | PREMIUM | 1.31 |
| Sports Activity | POWER | 1.29 |
| Extroversion | THRILL | 1.28 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 36.6% |
| France | 12.7% |
| United Kingdom | 5.8% |
See Kayak audiences in other countries
More Travel website audiences in Germany
- Airbnb (15,006,516)
- Booking.com (8,178,794)
- TUI (7,505,211)
- HolidayCheck (5,793,485)
- Trivago (5,433,685)
Frequently asked questions
How many fans does Kayak have in Germany?
Kayak has an estimated audience of 1,612,261 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Kayak fans?
43.8% of Kayak fans are female, 56.2% are male, with an average age of 39.9 years.
Which brands do Kayak fans like most?
Kayak fans show strongest brand affinity for Natural World (3.65×), Horse & Rider (4.6×), and Horse training (4.11×) over the country average.
Where do Kayak fans live in Germany?
Kayak fans in Germany are most concentrated in Nordrhein-Westfalen (reach 342,001), Bayern (reach 334,525), and Baden-Württemberg (reach 251,552). These three regions account for the largest share of the active audience.
What other brands do Kayak fans also like?
Beyond Kayak itself, the audience over-indexes on Horse & Rider (4.6×), Horse training (4.11×), Equine nutrition (4.68×), and RV park (4.49×) compared to the Germany average.
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.