Booking.com Audience in United Kingdom
Booking.com has an estimated audience of 9,599,518 people in United Kingdom. 59.7% are female, 40.3% are male, average age 45.8. Top regions: England, North West, South East. Top brand affinities: Premier Inn, Comparethemarket.com, Moneysupermarket.com, Expedia, TUI.
The average Booking.com fan in United Kingdom is 45.8 years old, more female, and lives primarily in England. The audience is concentrated in England, North West, South East. Top brand affinities include Premier Inn, Comparethemarket.com, Moneysupermarket.com, with strongest over-indexing on Premier Inn (2.3× the country average). Demographically, the Booking.com audience skews more female with an average age of 45.8, and over-indexes on personality traits such as Travelling, Luxury Orientation. 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 Booking.com fans
| Metric | Value |
|---|---|
| Female | 59.7% |
| Male | 40.3% |
| Average age | 45.8 |
| Estimated audience size | 9,599,518 |
Audience persona
The typical Booking.com fan in United Kingdom is more female, around 45.8 years old, with strong Travelling tendencies and a notable affinity for Premier Inn.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 6,896,866 | 0.77× |
| North West | 1,536,945 | 1.5× |
| South East | 1,185,175 | 0.92× |
| Greater London | 1,085,021 | 0.87× |
| South West | 896,478 | 1.14× |
| East of England | 841,155 | 0.96× |
| Scotland | 838,219 | 0.97× |
| East Midlands | 779,287 | 1.15× |
| Yorkshire and the Humber | 657,302 | 0.85× |
| Wales | 491,806 | 0.9× |
| Northern Ireland | 401,309 | 1.36× |
| North East | 337,841 | 0.9× |
| West Midlands | 292,310 | 0.71× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Premier Inn | 2.3× | Travel & Leisure |
| Comparethemarket.com | 9.74× | Business & Career |
| Moneysupermarket.com | 3.47× | Business & Career |
| Expedia | 3.61× | Travel & Leisure |
| TUI | 1.9× | Travel & Leisure |
| Holiday | 1.62× | Travel & Leisure |
| Travelodge | 2.22× | Travel & Leisure |
| Poundland | 2.55× | Shopping |
| Matalan | 1.78× | Shopping |
| Holiday cottage | 2.2× | Travel & Leisure |
| TripAdvisor | 1.98× | Travel & Leisure |
| Lodging | 1.95× | Travel & Leisure |
| USwitch | 3.53× | Shopping |
| Airbnb | 1.67× | Travel & Leisure |
| Companies House | 1.87× | Politics & Society |
| National Lottery (Ireland) | 1.73× | Games |
| Halifax (United Kingdom bank) | 1.62× | Business & Career |
| British Airways | 1.57× | Travel & Leisure |
| EasyJet | 1.58× | Travel & Leisure |
| Vacation rental | 2.4× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Travelling | THRILL | 1.67 |
| Luxury Orientation | PREMIUM | 1.25 |
| Indulgence | JOY | 1.2 |
| Sports Activity | POWER | 1.16 |
| Family Orientation | CONSERVATISM | 1.15 |
| Convenience Orientation | PREMIUM | 1.09 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 10.7% |
| United Kingdom | 10.2% |
| Germany | 8.7% |
See Booking.com audiences in other countries
More Travel website audiences in United Kingdom
- Airbnb (15,758,883)
- TUI (14,091,760)
- Trivago (6,066,094)
- Skyscanner (4,561,520)
- Expedia (4,542,604)
Frequently asked questions
How many fans does Booking.com have in United Kingdom?
Booking.com has an estimated audience of 9,599,518 people in United Kingdom, concentrated in England and North West.
What is the gender split and age of Booking.com fans?
59.7% of Booking.com fans are female, 40.3% are male, with an average age of 45.8 years.
Which brands do Booking.com fans like most?
Booking.com fans show strongest brand affinity for Premier Inn (2.3×), Comparethemarket.com (9.74×), and Moneysupermarket.com (3.47×) over the country average.
Where do Booking.com fans live in United Kingdom?
Booking.com fans in United Kingdom are most concentrated in England (reach 6,896,866), North West (reach 1,536,945), and South East (reach 1,185,175). These three regions account for the largest share of the active audience.
What other brands do Booking.com fans also like?
Beyond Booking.com itself, the audience over-indexes on Comparethemarket.com (9.74×), Moneysupermarket.com (3.47×), Expedia (3.61×), and TUI (1.9×) 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 Booking.com. 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.