A data profile of the people who buy, follow and care about Kayak in Spain — modelled from more than twelve digital signal sources. Kayak has an estimated audience of 2,668,811 people in Spain.
The average Kayak fan in Spain is 42.1 years old, balanced, and lives primarily in Catalonia.
The audience is concentrated in Catalonia, Community of Madrid, Andalusia.
Top brand affinities include Paddleboarding, Vueling, EDreams, with strongest over-indexing on Paddleboarding (6.8× the country average).
Demographically, the Kayak audience skews balanced with an average age of 42.1, and over-indexes on personality traits such as Travelling, Risk Appetite.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical Kayak fan in Spain is balanced, around 42.1 years old, with strong Travelling tendencies and a notable affinity for Paddleboarding.
The key figures that characterise the Kayak profile in Spain.
47.0% are female, 53.0% are male, average age 42.1.
| Metric | Value |
|---|---|
| Female | 47.0% |
| Male | 53.0% |
| Average age | 42.1 |
| Estimated audience size | 2,668,811 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 15% | |
| 30-39 | 18% | |
| 40-49 | 25% | |
| 50+ | 26% |
of the worldwide Kayak audience comes from Spain.
| Country | Share |
|---|---|
| United States | 36.6% |
| France | 12.7% |
| United Kingdom | 5.8% |
Where the Kayak audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Balearic Islands | ~100K | 1.42× | |
| 02 | Community of Madrid | ~600K | 1.39× | |
| 03 | Catalonia | ~600K | 1.33× | |
| 04 | Basque Autonomous Country | ~100K | 1.22× | |
| 05 | Canary Islands | ~100K | 1.08× | |
| 06 | Comunidad Valenciana | ~300K | 1.03× | |
| 07 | Galicia | ~100K | 1.02× | |
| 08 | Navarre | ~30K | 1.00× | |
| 09 | Andalusia | ~500K | 0.95× | |
| 10 | Aragon | ~60K | 0.94× | |
| 11 | Cantabria | ~30K | 0.92× | |
| 12 | Principality of Asturias | ~50K | 0.83× | |
| 13 | Castile and León | ~90K | 0.82× | |
| 14 | Castilla-La Mancha | ~90K | 0.81× | |
| 15 | La Rioja | ~10K | 0.81× | |
| 16 | Region of Murcia | ~70K | 0.77× | |
| 17 | Extremadura | ~40K | 0.67× |
The strongest cross-interests of the Kayak audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pferd | Pets & Animals | 15.50× | ||
| 02 | Horse & Rider | Pets & Animals | 7.21× | ||
| 03 | Paddleboarding | Sports | 6.80× | ||
| 04 | Horse breeding | Pets & Animals | 6.44× | ||
| 05 | Siberian Husky | Pets & Animals | 3.85× | ||
| 06 | EDreams | Travel & Leisure | 3.50× | ||
| 07 | Ouigo | Cars & Mobility | 3.30× | ||
| 08 | Vueling | Travel & Leisure | 2.88× | ||
| 09 | Ryanair | Travel & Leisure | 2.61× | ||
| 10 | Mediterranean Sea | Travel & Leisure | 2.28× | ||
| 11 | Airbnb | Travel & Leisure | 2.10× | ||
| 12 | Discount stores | Shopping | 1.80× | ||
| 13 | Monarchy | Politics & Society | 1.75× | ||
| 14 | Hotels | Travel & Leisure | 1.73× | ||
| 15 | El País | News | 1.73× | ||
| 16 | Footwear | Fashion & Accessoires | 1.62× | ||
| 17 | Video | Movies & TV | 1.57× | ||
| 18 | Leisure | Travel & Leisure | 1.54× | ||
| 19 | Spanish language | Politics & Society | 1.54× | ||
| 20 | Iberia (airline) | Travel & Leisure | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.68× | |
| Risk Appetite | THRILL | 1.64× | |
| Quality Awareness | PREMIUM | 1.50× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.92× | |
| Mindfulness | BALANCE | 1.10× | |
| Urban Lifestyle | OPEN | 1.11× |
Kayak's target market in Spain covers an estimated 2,668,811 people, concentrated in Catalonia and Community of Madrid.
47.0% of the Kayak audience are female, 53.0% are male, with an average age of 42.1 years.
Kayak fans show strongest brand affinity for Paddleboarding (6.8×), Vueling (2.88×), and EDreams (3.5×) over the country average.
Kayak fans in Spain are most concentrated in Catalonia (reach ~600K), Community of Madrid (reach ~600K), and Andalusia (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Kayak itself, the audience over-indexes on Vueling (2.88×), EDreams (3.5×), Horse breeding (6.44×), and Ryanair (2.61×) 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 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.
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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