A data profile of the people who buy, follow and care about Booking.com in United Kingdom — modelled from more than twelve digital signal sources. Booking.com has an estimated audience of 10,211,362 people in United Kingdom.
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 Moneysupermarket.com, Comparethemarket.com, Expedia, with strongest over-indexing on Moneysupermarket.com (3.47× 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, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
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 Moneysupermarket.com.
The key figures that characterise the Booking.com profile in United Kingdom.
59.7% are female, 40.3% are male, average age 45.8.
| Metric | Value |
|---|---|
| Female | 59.7% |
| Male | 40.3% |
| Average age | 45.8 |
| Estimated audience size | 10,211,362 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 15% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 36% |
of the worldwide Booking.com audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 11.2% |
| United Kingdom | 10.5% |
| Germany | 8.6% |
Where the Booking.com audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North West | ~1.5M | 1.50× | |
| 02 | Northern Ireland | ~400K | 1.36× | |
| 03 | East Midlands | ~800K | 1.15× | |
| 04 | South West | ~900K | 1.14× | |
| 05 | Scotland | ~800K | 0.97× | |
| 06 | East of England | ~800K | 0.96× | |
| 07 | South East | ~1M | 0.92× | |
| 08 | Wales | ~500K | 0.90× | |
| 09 | North East | ~300K | 0.90× | |
| 10 | Greater London | ~1M | 0.87× | |
| 11 | Yorkshire and the Humber | ~700K | 0.85× | |
| 12 | England | ~7M | 0.77× | |
| 13 | West Midlands | ~300K | 0.71× |
The strongest cross-interests of the Booking.com audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Comparethemarket.com | Business & Career | 9.74× | ||
| 02 | Expedia | Travel & Leisure | 3.61× | ||
| 03 | USwitch | Shopping | 3.53× | ||
| 04 | Moneysupermarket.com | Business & Career | 3.47× | ||
| 05 | Poundland | Shopping | 2.55× | ||
| 06 | Vacation rental | Travel & Leisure | 2.40× | ||
| 07 | Travelodge | Travel & Leisure | 2.22× | ||
| 08 | Holiday cottage | Travel & Leisure | 2.20× | ||
| 09 | TripAdvisor | Travel & Leisure | 1.98× | ||
| 10 | Scottish Widows | Business & Career | 1.96× | ||
| 11 | Lodging | Travel & Leisure | 1.95× | ||
| 12 | TUI | Travel & Leisure | 1.90× | ||
| 13 | Companies House | Politics & Society | 1.87× | ||
| 14 | Matalan | Shopping | 1.78× | ||
| 15 | National Lottery (Ireland) | Games | 1.73× | ||
| 16 | Airbnb | Travel & Leisure | 1.67× | ||
| 17 | Holiday | Travel & Leisure | 1.62× | ||
| 18 | Halifax (United Kingdom bank) | Business & Career | 1.62× | ||
| 19 | EasyJet | Travel & Leisure | 1.58× | ||
| 20 | British Airways | Travel & Leisure | 1.57× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.49× | |
| Price Sensitivity | PREMIUM | 1.23× | |
| Indulgence | JOY | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.79× | |
| Social Media Usage | JOY | 0.80× | |
| Early Adopter Mentality | POWER | 0.84× |
Booking.com's target market in United Kingdom covers an estimated 10,211,362 people, concentrated in England and North West.
59.7% of the Booking.com audience are female, 40.3% are male, with an average age of 45.8 years.
Booking.com fans show strongest brand affinity for Moneysupermarket.com (3.47×), Comparethemarket.com (9.74×), and Expedia (3.61×) over the country average.
Booking.com fans in United Kingdom are most concentrated in England (reach ~7M), North West (reach ~1.5M), and South East (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Booking.com itself, the audience over-indexes on Comparethemarket.com (9.74×), Expedia (3.61×), Scottish Widows (1.96×), and TUI (1.9×) 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 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.
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.