A data profile of the people who buy, follow and care about Airbnb in United Kingdom — modelled from more than twelve digital signal sources. Airbnb has an estimated audience of 15,758,883 people in United Kingdom.
The average Airbnb fan in United Kingdom is 45.9 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, North West.
Top brand affinities include Online marketplace, Holiday cottage, Vacation rental, with strongest over-indexing on Online marketplace (4.34× the country average).
Demographically, the Airbnb audience skews more female with an average age of 45.9, and over-indexes on personality traits such as Travelling, Sustainability.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Airbnb fan in United Kingdom is more female, around 45.9 years old, with strong Travelling tendencies and a notable affinity for Online marketplace.
The key figures that characterise the Airbnb profile in United Kingdom.
60.8% are female, 39.2% are male, average age 45.9.
| Metric | Value |
|---|---|
| Female | 60.8% |
| Male | 39.2% |
| Average age | 45.9 |
| Estimated audience size | 15,758,883 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 15% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 37% |
of the worldwide Airbnb audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 23.9% |
| United Kingdom | 5.5% |
| Italy | 5.4% |
Where the Airbnb audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South West | ~2M | 1.36× | |
| 02 | North West | ~2M | 1.20× | |
| 03 | East Midlands | ~1.5M | 1.14× | |
| 04 | South East | ~2.5M | 1.12× | |
| 05 | East of England | ~1.5M | 1.11× | |
| 06 | Northern Ireland | ~500K | 1.10× | |
| 07 | Wales | ~1M | 1.07× | |
| 08 | Greater London | ~2M | 0.96× | |
| 09 | Scotland | ~1.5M | 0.94× | |
| 10 | England | ~12M | 0.88× | |
| 11 | North East | ~400K | 0.73× | |
| 12 | Yorkshire and the Humber | ~900K | 0.71× | |
| 13 | West Midlands | ~500K | 0.67× |
The strongest cross-interests of the Airbnb audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sharing economy | Business & Career | 5.37× | ||
| 02 | Online marketplace | Internet & Social Media | 4.34× | ||
| 03 | Vacation rental | Travel & Leisure | 2.72× | ||
| 04 | Hospitality service | Travel & Leisure | 2.47× | ||
| 05 | Holiday cottage | Travel & Leisure | 2.31× | ||
| 06 | J. D. Williams | Shopping | 2.11× | ||
| 07 | The White Company | Literature | 2.03× | ||
| 08 | Cottage | Travel & Leisure | 1.98× | ||
| 09 | P&O Cruises | Travel & Leisure | 1.98× | ||
| 10 | Trivago | Travel & Leisure | 1.81× | ||
| 11 | Baggage | Fashion & Accessoires | 1.75× | ||
| 12 | Booking.com | Travel & Leisure | 1.74× | ||
| 13 | TripAdvisor | Travel & Leisure | 1.72× | ||
| 14 | Staycation | Home & Garden | 1.72× | ||
| 15 | Lodging | Travel & Leisure | 1.66× | ||
| 16 | Los Angeles | Travel & Leisure | 1.65× | ||
| 17 | Garden furniture | Home & Garden | 1.63× | ||
| 18 | Property finder | Home & Garden | 1.62× | ||
| 19 | Rural area | Travel & Leisure | 1.62× | ||
| 20 | Living room | Home & Garden | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.48× | |
| Sustainability | BALANCE | 1.27× | |
| Quality Awareness | PREMIUM | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.78× | |
| Patriotism | CONSERVATISM | 0.79× | |
| Risk Appetite | THRILL | 0.89× |
Airbnb's target market in United Kingdom covers an estimated 15,758,883 people, concentrated in England and South East.
60.8% of the Airbnb audience are female, 39.2% are male, with an average age of 45.9 years.
Airbnb fans show strongest brand affinity for Online marketplace (4.34×), Holiday cottage (2.31×), and Vacation rental (2.72×) over the country average.
Airbnb fans in United Kingdom are most concentrated in England (reach ~12M), South East (reach ~2.5M), and North West (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Airbnb itself, the audience over-indexes on Holiday cottage (2.31×), Vacation rental (2.72×), Sharing economy (5.37×), and TripAdvisor (1.72×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom 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 United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.