Airbnb Audience in Spain
Airbnb has an estimated audience of 8,719,357 people in Spain. 58.3% are female, 41.7% are male, average age 43.7. Top regions: Andalusia, Catalonia, Community of Madrid. Top brand affinities: Online marketplace, Semana, Vueling, EDreams, Apartment.
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, Semana, Vueling, 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 Travelling, Quality Awareness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
Category: Travel & Leisure · Type: Brand · Subtype: Travel website
Demographics of Airbnb fans
| Metric | Value |
|---|---|
| Female | 58.3% |
| Male | 41.7% |
| Average age | 43.7 |
| Estimated audience size | 8,719,357 |
Audience persona
The typical Airbnb fan in Spain is more female, around 43.7 years old, with strong Travelling tendencies and a notable affinity for Online marketplace.
Top regions in Spain
| Region | Reach | Affinity |
|---|---|---|
| Andalusia | 1,856,575 | 1.08× |
| Catalonia | 1,710,520 | 1.08× |
| Community of Madrid | 1,706,201 | 1.16× |
| Comunidad Valenciana | 1,062,261 | 1.09× |
| Canary Islands | 471,591 | 1.08× |
| Galicia | 380,448 | 0.93× |
| Castile and León | 378,224 | 0.99× |
| Basque Autonomous Country | 359,660 | 1.1× |
| Castilla-La Mancha | 341,740 | 0.97× |
| Region of Murcia | 286,900 | 0.96× |
| Aragon | 239,706 | 1.04× |
| Balearic Islands | 226,192 | 0.92× |
| Principality of Asturias | 183,616 | 0.89× |
| Extremadura | 161,080 | 0.86× |
| Navarre | 108,045 | 0.99× |
| Cantabria | 99,739 | 0.91× |
| La Rioja | 52,957 | 0.93× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Online marketplace | 4.76× | Internet & Social Media |
| Semana | 1.61× | News |
| Vueling | 1.71× | Travel & Leisure |
| EDreams | 1.82× | Travel & Leisure |
| Apartment | 1.61× | Business & Career |
| TripAdvisor | 1.83× | Travel & Leisure |
| El Mueble | 2.01× | Home & Garden |
| Sharing economy | 4.52× | Business & Career |
| Trivago | 1.91× | Travel & Leisure |
| Lodging | 1.89× | Travel & Leisure |
| SKLUM | 1.65× | Home & Garden |
| Holiday cottage | 2.58× | Travel & Leisure |
| Air Europa | 1.66× | Travel & Leisure |
| Parfois (fashion accessories) | 1.54× | Fashion & Accessoires |
| Self care | 1.65× | Health |
| Revista HOLA | 1.53× | News |
| Brico Dépôt | 1.52× | Shopping |
| Cortefiel | 1.82× | Fashion & Accessoires |
| Living room | 1.88× | Home & Garden |
| Groupon | 1.64× | Internet & Social Media |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Travelling | THRILL | 1.72 |
| Quality Awareness | PREMIUM | 1.27 |
| Sports Activity | POWER | 1.23 |
| Design Affinity | PREMIUM | 1.22 |
| Indulgence | JOY | 1.17 |
| Need for Security | CONSERVATISM | 1.14 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 23.6% |
| United Kingdom | 5.6% |
| Italy | 5.5% |
See Airbnb audiences in other countries
More Travel website audiences in Spain
- EDreams (5,901,981)
- Trivago (5,052,748)
- Booking.com (3,245,478)
- Skyscanner (2,843,295)
- Kayak (2,619,778)
Frequently asked questions
How many fans does Airbnb have in Spain?
Airbnb has an estimated audience of 8,719,357 people in Spain, concentrated in Andalusia and Catalonia.
What is the gender split and age of Airbnb fans?
58.3% of Airbnb fans are female, 41.7% are male, with an average age of 43.7 years.
Which brands do Airbnb fans like most?
Airbnb fans show strongest brand affinity for Online marketplace (4.76×), Semana (1.61×), and Vueling (1.71×) over the country average.
Where do Airbnb fans live in Spain?
Airbnb fans in Spain are most concentrated in Andalusia (reach 1,856,575), Catalonia (reach 1,710,520), and Community of Madrid (reach 1,706,201). These three regions account for the largest share of the active audience.
What other brands do Airbnb fans also like?
Beyond Airbnb itself, the audience over-indexes on Semana (1.61×), Vueling (1.71×), EDreams (1.82×), and Apartment (1.61×) compared to the Spain average.
How to read this data
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.
About this audience profile
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.