A data profile of the people who buy, follow and care about TripAdvisor in Spain — modelled from more than twelve digital signal sources. TripAdvisor has an estimated audience of 5,385,333 people in Spain.
The average TripAdvisor 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 Airbnb, Expedia, Malaysia Airlines, with strongest over-indexing on Airbnb (6.72× the country average).
Demographically, the TripAdvisor 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.
The typical TripAdvisor fan in Spain is more female, around 43.7 years old, with strong Travelling tendencies and a notable affinity for Airbnb.
The key figures that characterise the TripAdvisor profile in Spain.
58.0% are female, 42.0% are male, average age 43.7.
| Metric | Value |
|---|---|
| Female | 58.0% |
| Male | 42.0% |
| Average age | 43.7 |
| Estimated audience size | 5,385,333 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 15% | |
| 30-39 | 19% | |
| 40-49 | 26% | |
| 50+ | 30% |
of the worldwide TripAdvisor audience comes from Spain.
| Country | Share |
|---|---|
| United States | 14.7% |
| United Kingdom | 8.0% |
| Italy | 7.3% |
Where the TripAdvisor audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Canary Islands | ~700K | 2.43× | |
| 02 | Balearic Islands | ~400K | 2.33× | |
| 03 | Andalusia | ~1M | 1.12× | |
| 04 | Comunidad Valenciana | ~600K | 0.97× | |
| 05 | Principality of Asturias | ~100K | 0.92× | |
| 06 | Cantabria | ~60K | 0.92× | |
| 07 | Catalonia | ~900K | 0.87× | |
| 08 | Basque Autonomous Country | ~200K | 0.87× | |
| 09 | Aragon | ~100K | 0.83× | |
| 10 | Castile and León | ~200K | 0.80× | |
| 11 | Galicia | ~200K | 0.78× | |
| 12 | Region of Murcia | ~100K | 0.76× | |
| 13 | Community of Madrid | ~700K | 0.74× | |
| 14 | Extremadura | ~80K | 0.73× | |
| 15 | La Rioja | ~20K | 0.70× | |
| 16 | Castilla-La Mancha | ~100K | 0.65× | |
| 17 | Navarre | ~40K | 0.65× |
The strongest cross-interests of the TripAdvisor audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Air China | Travel & Leisure | 20.33× | ||
| 02 | Cathay Pacific | Travel & Leisure | 19.09× | ||
| 03 | Malaysia Airlines | Travel & Leisure | 13.49× | ||
| 04 | Expedia | Travel & Leisure | 12.53× | ||
| 05 | Air France | Travel & Leisure | 12.40× | ||
| 06 | Etihad Airways | Travel & Leisure | 12.38× | ||
| 07 | KLM | Travel & Leisure | 12.09× | ||
| 08 | British Airways | Travel & Leisure | 9.91× | ||
| 09 | American Airlines | Travel & Leisure | 9.44× | ||
| 10 | Package tour | Travel & Leisure | 8.12× | ||
| 11 | Lufthansa | Travel & Leisure | 7.18× | ||
| 12 | Airbnb | Travel & Leisure | 6.72× | ||
| 13 | Trivago | Travel & Leisure | 6.06× | ||
| 14 | Travel website | Travel & Leisure | 4.49× | ||
| 15 | IBEX 35 | Business & Career | 2.91× | ||
| 16 | Hotels | Travel & Leisure | 2.27× | ||
| 17 | Leisure | Travel & Leisure | 2.08× | ||
| 18 | La Vanguardia | News | 2.00× | ||
| 19 | Child | Kids & Family | 1.99× | ||
| 20 | Magazines | Literature | 1.95× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 2.43× | |
| Quality Awareness | PREMIUM | 1.62× | |
| Spirituality | BALANCE | 1.55× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.91× | |
| Urban Lifestyle | OPEN | 0.93× | |
| Career Orientation | POWER | 0.93× |
TripAdvisor has an estimated audience of 5,385,333 people in Spain, concentrated in Andalusia and Catalonia.
58.0% of TripAdvisor fans are female, 42.0% are male, with an average age of 43.7 years.
TripAdvisor fans show strongest brand affinity for Airbnb (6.72×), Expedia (12.53×), and Malaysia Airlines (13.49×) over the country average.
TripAdvisor fans in Spain are most concentrated in Andalusia (reach ~1M), Catalonia (reach ~900K), and Community of Madrid (reach ~700K). These three regions account for the largest share of the active audience.
Beyond TripAdvisor itself, the audience over-indexes on Expedia (12.53×), Malaysia Airlines (13.49×), Trivago (6.06×), and Air France (12.4×) 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 TripAdvisor. 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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