A data profile of the people who buy, follow and care about Airbnb in Spain — modelled from more than twelve digital signal sources. Airbnb has an estimated audience of 8,719,357 people in Spain.
The average Airbnb fan in Spain is 43.7 years old, more female, and lives primarily in Andalusia.
The audience is concentrated in Andalusia, Catalonia, Community of Madrid.
Top brand affinities include Online marketplace, Vueling, Semana, with strongest over-indexing on Online marketplace (4.76× the country average).
Demographically, the Airbnb audience skews more female with an average age of 43.7, and over-indexes on personality traits such as Career Orientation, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical Airbnb fan in Spain is more female, around 43.7 years old, with strong Career Orientation tendencies and a notable affinity for Online marketplace.
The key figures that characterise the Airbnb profile in Spain.
58.3% are female, 41.7% are male, average age 43.7.
| Metric | Value |
|---|---|
| Female | 58.3% |
| Male | 41.7% |
| Average age | 43.7 |
| Estimated audience size | 8,719,357 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 15% | |
| 30-39 | 19% | |
| 40-49 | 27% | |
| 50+ | 28% |
of the worldwide Airbnb audience comes from Spain.
| Country | Share |
|---|---|
| United States | 23.9% |
| United Kingdom | 5.5% |
| Italy | 5.4% |
Where the Airbnb audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Community of Madrid | ~1.5M | 1.16× | |
| 02 | Basque Autonomous Country | ~400K | 1.10× | |
| 03 | Comunidad Valenciana | ~1M | 1.09× | |
| 04 | Andalusia | ~2M | 1.08× | |
| 05 | Catalonia | ~1.5M | 1.08× | |
| 06 | Canary Islands | ~500K | 1.08× | |
| 07 | Aragon | ~200K | 1.04× | |
| 08 | Castile and León | ~400K | 0.99× | |
| 09 | Navarre | ~100K | 0.99× | |
| 10 | Castilla-La Mancha | ~300K | 0.97× | |
| 11 | Region of Murcia | ~300K | 0.96× | |
| 12 | Galicia | ~400K | 0.93× | |
| 13 | La Rioja | ~50K | 0.93× | |
| 14 | Balearic Islands | ~200K | 0.92× | |
| 15 | Cantabria | ~100K | 0.91× | |
| 16 | Principality of Asturias | ~200K | 0.89× | |
| 17 | Extremadura | ~200K | 0.86× |
The strongest cross-interests of the Airbnb audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Online marketplace | Internet & Social Media | 4.76× | ||
| 02 | Sharing economy | Business & Career | 4.52× | ||
| 03 | Holiday cottage | Travel & Leisure | 2.58× | ||
| 04 | El Mueble | Home & Garden | 2.01× | ||
| 05 | Trivago | Travel & Leisure | 1.91× | ||
| 06 | Lodging | Travel & Leisure | 1.89× | ||
| 07 | Living room | Home & Garden | 1.88× | ||
| 08 | Bedroom | Home & Garden | 1.86× | ||
| 09 | TripAdvisor | Travel & Leisure | 1.83× | ||
| 10 | EDreams | Travel & Leisure | 1.82× | ||
| 11 | Cortefiel | Fashion & Accessoires | 1.82× | ||
| 12 | Baggage | Fashion & Accessoires | 1.79× | ||
| 13 | Vueling | Travel & Leisure | 1.71× | ||
| 14 | Air Europa | Travel & Leisure | 1.66× | ||
| 15 | SKLUM | Home & Garden | 1.65× | ||
| 16 | Self care | Health | 1.65× | ||
| 17 | Semana | News | 1.61× | ||
| 18 | Apartment | Business & Career | 1.61× | ||
| 19 | Parfois (fashion accessories) | Fashion & Accessoires | 1.54× | ||
| 20 | Revista HOLA | News | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 1.17× | |
| Design Affinity | PREMIUM | 1.16× | |
| Community Orientation | OPEN | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.69× | |
| Extroversion | THRILL | 0.70× | |
| Risk Appetite | THRILL | 0.76× |
Airbnb's target market in Spain covers an estimated 8,719,357 people, concentrated in Andalusia and Catalonia.
58.3% of the Airbnb audience are female, 41.7% are male, with an average age of 43.7 years.
Airbnb fans show strongest brand affinity for Online marketplace (4.76×), Vueling (1.71×), and Semana (1.61×) over the country average.
Airbnb fans in Spain are most concentrated in Andalusia (reach ~2M), Catalonia (reach ~1.5M), and Community of Madrid (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Airbnb itself, the audience over-indexes on Vueling (1.71×), Semana (1.61×), Apartment (1.61×), and Sharing economy (4.52×) compared to the Spain average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Spain who actively search for Airbnb. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Spain. 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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