Rascasse Audience Intelligence

Summer vacation Audience in Germany

A data profile of the people who buy, follow and care about Summer vacation in Germany — modelled from more than twelve digital signal sources. Summer vacation has an estimated audience of 4,487,115 people in Germany.

#14among Travel type in Germany#789among Topic in Germany#99in Travel & Leisure

The average Summer vacation fan in Germany is 39.9 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Airbnb, TikTok, FIFA World Cup, with strongest over-indexing on Airbnb (3.58× the country average).

Demographically, the Summer vacation audience skews more female with an average age of 39.9, and over-indexes on personality traits such as Travelling, Luxury Orientation.

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

The typical Summer vacation fan in Germany is more female, around 39.9 years old, with strong Travelling tendencies and a notable affinity for Airbnb.

Category: Travel & Leisure · Type: Topic · Subtype: Travel type

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 Summer vacation profile in Germany.

Audience size
4.5M
in Germany
Gender
61.3%♀
38.7% male
Age
39.9
average years
Country rank
#1266
Topic in Germany
Fig. 01

Search interest · 12-month trend

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

Demographics of Summer vacation fans

61.3% are female, 38.7% are male, average age 39.9.

Fig. 02

Gender split

61.3%
Female
38.7%
Male
Demographic split for Summer vacation audience in Germany
MetricValue
Female61.3%
Male38.7%
Average age39.9
Estimated audience size4,487,115
Fig. 03

Age distribution

Ø 39.9
average years
Age distribution of the Summer vacation audience in Germany
Age bracketShare%
16-1917%
20-2919%
30-3922%
40-4922%
50+20%
Fig. 04

Worldwide distribution

3.4%

of the worldwide Summer vacation audience comes from Germany.

Worldwide audience distribution share by country for Summer vacation
CountryShare
United States15.6%
Japan9.2%
Italy5.8%
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 Summer vacation audience in Germany is strongest.

Fig. 05

Top regions by affinity

Summer vacation fans by region: top regions in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~1.5M1.42×
02Schleswig-Holstein~200K1.29×
03Hamburg~100K1.26×
04Niedersachsen~500K1.22×
05Hessen~400K1.14×
06Mecklenburg-Vorpommern~90K1.04×
07Berlin~200K1.03×
08Brandenburg~100K1.02×
09Bremen~40K1.02×
10Rheinland-Pfalz~200K0.99×
11Saarland~50K0.88×
12Sachsen~200K0.84×
13Thüringen~90K0.80×
14Sachsen-Anhalt~90K0.79×
15Baden-Württemberg~400K0.71×
16Bayern~400K0.59×
Fig. 06

Affinity by region

Affinity by region — Summer vacation, Germany
0.59×1.00×1.42×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Summer vacation audience
#·InterestCategoryAffinity×
01House of Cards (U.S. TV series)Movies & TV12.20×
02Summer houseTravel & Leisure7.14×
03Wedding videographyKids & Family6.29×
04DubaiTravel & Leisure4.36×
05ExpediaTravel & Leisure4.22×
06TrivagoTravel & Leisure4.03×
07AirbnbTravel & Leisure3.58×
08Travel websiteTravel & Leisure3.57×
09TripAdvisorTravel & Leisure3.44×
10Booking.comTravel & Leisure3.33×
11Outdoor PhotographerArts & Culture3.30×
12Ski resortTravel & Leisure3.21×
13Landscape photographyTechnology & Electronics3.09×
14Travel AdventuresTravel & Leisure2.96×
15Travel photographyTechnology & Electronics2.76×
16Home constructionHome & Garden2.67×
17Dog walkingPets & Animals2.62×
18HolidayTravel & Leisure2.48×
19TikTokInternet & Social Media2.05×
20FIFA World CupSports1.86×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Summer vacation 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 Summer vacation audience · What stands out
TraitClusterDeviationScore
TravellingTHRILL2.33×
Luxury OrientationPREMIUM2.19×
IndulgenceJOY1.87×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Summer vacation audience · Rather not
TraitClusterDeviationScore
Family OrientationCONSERVATISM0.91×
TraditionCONSERVATISM0.93×
DIY MentalityTHRILL1.02×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Summer vacation have in Germany?

Summer vacation has an estimated audience of 4,487,115 people in Germany, concentrated in Nordrhein-Westfalen and Niedersachsen.

02

What is the gender split and age of Summer vacation fans?

61.3% of Summer vacation fans are female, 38.7% are male, with an average age of 39.9 years.

03

Which brands do Summer vacation fans like most?

Summer vacation fans show strongest brand affinity for Airbnb (3.58×), TikTok (2.05×), and FIFA World Cup (1.86×) over the country average.

04

Where do Summer vacation fans live in Germany?

Summer vacation fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1.5M), Niedersachsen (reach ~500K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Summer vacation fans also like?

Beyond Summer vacation itself, the audience over-indexes on TikTok (2.05×), FIFA World Cup (1.86×), Wedding videography (6.29×), and Summer house (7.14×) compared to the Germany average.

Appendix

Explore more audiences

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

More Travel type audiences in Germany

See Summer vacation audiences in other countries

How to read this data

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