Lastminute.com Target Market in Germany
A data profile of the people who buy, follow and care about Lastminute.com in Germany — modelled from more than twelve digital signal sources. Lastminute.com has an estimated audience of 883,622 people in Germany.
The average Lastminute.com fan in Germany is 43.9 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Galatasaray S.K., Trabzonspor, Bodrum, with strongest over-indexing on Galatasaray S.K. (6.83× the country average).
Demographically, the Lastminute.com audience skews more female with an average age of 43.9, and over-indexes on personality traits such as Design Affinity, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Lastminute.com fan in Germany is more female, around 43.9 years old, with strong Design Affinity tendencies and a notable affinity for Galatasaray S.K..
At a glance
The key figures that characterise the Lastminute.com profile in Germany.
Search interest · 12-month trend
Customer demographics of Lastminute.com
60.1% are female, 39.9% are male, average age 43.9.
Gender split
| Metric | Value |
|---|---|
| Female | 60.1% |
| Male | 39.9% |
| Average age | 43.9 |
| Estimated audience size | 883,622 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 15% | |
| 30-39 | 20% | |
| 40-49 | 26% | |
| 50+ | 29% |
Worldwide distribution
of the worldwide Lastminute.com audience comes from Germany.
| Country | Share |
|---|---|
| United Kingdom | 37.6% |
| Germany | 19.7% |
| France | 18.3% |
Geography
Where the Lastminute.com audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hessen | ~90K | 1.34× | |
| 02 | Berlin | ~50K | 1.25× | |
| 03 | Bayern | ~200K | 1.22× | |
| 04 | Hamburg | ~20K | 1.22× | |
| 05 | Baden-Württemberg | ~100K | 1.20× | |
| 06 | Nordrhein-Westfalen | ~200K | 1.08× | |
| 07 | Rheinland-Pfalz | ~50K | 1.02× | |
| 08 | Bremen | ~8K | 1.01× | |
| 09 | Schleswig-Holstein | ~30K | 0.99× | |
| 10 | Brandenburg | ~30K | 0.98× | |
| 11 | Niedersachsen | ~80K | 0.95× | |
| 12 | Saarland | ~10K | 0.95× | |
| 13 | Thüringen | ~20K | 0.85× | |
| 14 | Sachsen-Anhalt | ~20K | 0.81× | |
| 15 | Sachsen | ~30K | 0.80× | |
| 16 | Mecklenburg-Vorpommern | ~10K | 0.80× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Lastminute.com audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bijou Brigitte | Fashion & Accessoires | 12.77× | ||
| 02 | Kurzurlaub.de | Travel & Leisure | 10.86× | ||
| 03 | Trabzonspor | Sports | 10.64× | ||
| 04 | Bodrum | Travel & Leisure | 9.98× | ||
| 05 | Married... with Children | Movies & TV | 8.81× | ||
| 06 | Galatasaray S.K. | Sports | 6.83× | ||
| 07 | Fenerbahçe S.K. | Sports | 6.41× | ||
| 08 | Cumhuriyet | News | 6.19× | ||
| 09 | Wizz Air | Travel & Leisure | 5.55× | ||
| 10 | EasyJet | Travel & Leisure | 4.73× | ||
| 11 | Purelei | Fashion & Accessoires | 4.56× | ||
| 12 | Eintracht Frankfurt | Sports | 2.41× | ||
| 13 | Ryanair | Travel & Leisure | 2.40× | ||
| 14 | Rossmann | Shopping | 2.23× | ||
| 15 | SV Werder Bremen | Sports | 2.20× | ||
| 16 | Comedy movies | Movies & TV | 1.97× | ||
| 17 | Bundesliga | Sports | 1.90× | ||
| 18 | Borussia Dortmund | Sports | 1.65× | ||
| 19 | Ukrainians | Music & Radio | 1.58× | ||
| 20 | Vehicles | Cars & Mobility | 1.57× |
Personality of the Lastminute.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 |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.45× | |
| Travelling | THRILL | 1.39× | |
| Luxury Orientation | PREMIUM | 1.14× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 0.43× | |
| Patriotism | CONSERVATISM | 0.51× | |
| Individualism | JOY | 0.57× |
Frequently asked questions
Who is Lastminute.com's target market in Germany?
Lastminute.com's target market in Germany covers an estimated 883,622 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Lastminute.com customers?
60.1% of the Lastminute.com audience are female, 39.9% are male, with an average age of 43.9 years.
Which brands do Lastminute.com fans like most?
Lastminute.com fans show strongest brand affinity for Galatasaray S.K. (6.83×), Trabzonspor (10.64×), and Bodrum (9.98×) over the country average.
Where do Lastminute.com fans live in Germany?
Lastminute.com fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~200K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.
What other brands do Lastminute.com fans also like?
Beyond Lastminute.com itself, the audience over-indexes on Trabzonspor (10.64×), Bodrum (9.98×), Fenerbahçe S.K. (6.41×), and Bijou Brigitte (12.77×) 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 Lastminute.com audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Lastminute.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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