Airbnb Audience in United Kingdom
Airbnb has an estimated audience of 15,758,883 people in United Kingdom. 60.8% are female, 39.2% are male, average age 45.9. Top regions: England, South East, North West. Top brand affinities: Online marketplace, Holiday cottage, Vacation rental, Sharing economy, TripAdvisor.
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, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
Category: Travel & Leisure · Type: Brand · Subtype: Travel website
Demographics of Airbnb fans
| Metric | Value |
|---|---|
| Female | 60.8% |
| Male | 39.2% |
| Average age | 45.9 |
| Estimated audience size | 15,758,883 |
Audience persona
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.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 11,819,162 | 0.88× |
| South East | 2,378,616 | 1.12× |
| North West | 2,024,064 | 1.2× |
| Greater London | 1,966,985 | 0.96× |
| South West | 1,762,071 | 1.36× |
| East of England | 1,603,260 | 1.11× |
| Scotland | 1,338,058 | 0.94× |
| East Midlands | 1,264,687 | 1.14× |
| Wales | 964,777 | 1.07× |
| Yorkshire and the Humber | 893,716 | 0.71× |
| Northern Ireland | 533,637 | 1.1× |
| West Midlands | 454,223 | 0.67× |
| North East | 444,340 | 0.72× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Online marketplace | 4.34× | Internet & Social Media |
| Holiday cottage | 2.31× | Travel & Leisure |
| Vacation rental | 2.72× | Travel & Leisure |
| Sharing economy | 5.37× | Business & Career |
| TripAdvisor | 1.72× | Travel & Leisure |
| Cottage | 1.98× | Travel & Leisure |
| Lodging | 1.66× | Travel & Leisure |
| Staycation | 1.72× | Home & Garden |
| Booking.com | 1.74× | Travel & Leisure |
| Baggage | 1.75× | Fashion & Accessoires |
| J. D. Williams | 2.11× | Shopping |
| Hospitality service | 2.47× | Travel & Leisure |
| Trivago | 1.81× | Travel & Leisure |
| Garden furniture | 1.63× | Home & Garden |
| Property finder | 1.62× | Home & Garden |
| The White Company | 2.03× | Literature |
| Living room | 1.52× | Home & Garden |
| Los Angeles | 1.65× | Travel & Leisure |
| Rural area | 1.62× | Travel & Leisure |
| Starter home | 1.56× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Travelling | THRILL | 1.53 |
| Indulgence | JOY | 1.49 |
| Sustainability | BALANCE | 1.39 |
| Sports Activity | POWER | 1.37 |
| Luxury Orientation | PREMIUM | 1.33 |
| Design Affinity | PREMIUM | 1.32 |
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 United Kingdom
- TUI (14,091,760)
- Booking.com (9,599,519)
- Trivago (6,066,094)
- Skyscanner (4,561,520)
- Expedia (4,542,604)
Frequently asked questions
How many fans does Airbnb have in United Kingdom?
Airbnb has an estimated audience of 15,758,883 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Airbnb fans?
60.8% of Airbnb fans are female, 39.2% are male, with an average age of 45.9 years.
Which brands do Airbnb fans like most?
Airbnb fans show strongest brand affinity for Online marketplace (4.34×), Holiday cottage (2.31×), and Vacation rental (2.72×) over the country average.
Where do Airbnb fans live in United Kingdom?
Airbnb fans in United Kingdom are most concentrated in England (reach 11,819,162), South East (reach 2,378,616), and North West (reach 2,024,064). 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 Holiday cottage (2.31×), Vacation rental (2.72×), Sharing economy (5.37×), and TripAdvisor (1.72×) compared to the United Kingdom average.
How to read this data
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.
About this audience profile
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.