Airbnb Audience in Italy
Airbnb has an estimated audience of 15,520,157 people in Italy. 55.7% are female, 44.3% are male, average age 43.8. Top regions: Lombardy, Lazio, Campania. Top brand affinities: Online marketplace, Apartment, Immobiliare.it, Lodging, Vacation rental.
The average Airbnb fan in Italy is 43.8 years old, more female, and lives primarily in Lombardy. The audience is concentrated in Lombardy, Lazio, Campania. Top brand affinities include Online marketplace, Apartment, Immobiliare.it, with strongest over-indexing on Online marketplace (3.96× the country average). Demographically, the Airbnb audience skews more female with an average age of 43.8, and over-indexes on personality traits such as Travelling, Extroversion. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
Category: Travel & Leisure · Type: Brand · Subtype: Travel website
Demographics of Airbnb fans
| Metric | Value |
|---|---|
| Female | 55.7% |
| Male | 44.3% |
| Average age | 43.8 |
| Estimated audience size | 15,520,157 |
Audience persona
The typical Airbnb fan in Italy is more female, around 43.8 years old, with strong Travelling tendencies and a notable affinity for Online marketplace.
Top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lombardy | 3,763,521 | 1.38× |
| Lazio | 2,361,521 | 1.24× |
| Campania | 1,692,307 | 0.97× |
| Piedmont | 1,580,683 | 1.38× |
| Tuscany | 1,559,545 | 1.52× |
| Emilia-Romagna | 1,416,402 | 1.12× |
| Veneto | 1,405,697 | 1.15× |
| Sicilia | 1,215,758 | 0.9× |
| Puglia | 929,271 | 0.87× |
| Liguria | 580,985 | 1.33× |
| Sardinia | 438,655 | 1.01× |
| Marche | 358,982 | 0.93× |
| Trentino-Alto Adige/Südtirol | 321,339 | 1.09× |
| Calabria | 276,323 | 0.58× |
| Friuli-Venezia Giulia | 265,698 | 0.91× |
| Abruzzo | 260,710 | 0.76× |
| Umbria | 232,494 | 0.92× |
| Basilicata | 74,838 | 0.53× |
| Aosta Valley | 36,606 | 0.93× |
| Molise | 35,818 | 0.49× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Online marketplace | 3.96× | Internet & Social Media |
| Apartment | 1.61× | Business & Career |
| Immobiliare.it | 1.8× | Home & Garden |
| Lodging | 1.65× | Travel & Leisure |
| Vacation rental | 2.18× | Travel & Leisure |
| Sharing economy | 4.38× | Business & Career |
| Village | 2.05× | Travel & Leisure |
| Living room | 1.79× | Home & Garden |
| Baggage | 1.68× | Fashion & Accessoires |
| TripAdvisor | 1.52× | Travel & Leisure |
| Bedroom | 1.72× | Home & Garden |
| Trivago | 1.92× | Travel & Leisure |
| Casa.it | 1.8× | Home & Garden |
| Solidarity | 1.59× | Politics & Society |
| Travel website | 1.56× | Travel & Leisure |
| Tour operator | 1.66× | Travel & Leisure |
| Holiday cottage | 2.12× | Travel & Leisure |
| FlixBus | 1.51× | Cars & Mobility |
| Booking.com | 1.8× | Travel & Leisure |
| Greece | 1.61× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Travelling | THRILL | 1.71 |
| Extroversion | THRILL | 1.32 |
| Indulgence | JOY | 1.31 |
| Community Orientation | OPEN | 1.3 |
| Luxury Orientation | PREMIUM | 1.3 |
| Design Affinity | PREMIUM | 1.3 |
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 Italy
- Trivago (6,292,351)
- Booking.com (4,973,813)
- Skyscanner (4,880,892)
- EDreams (4,448,706)
- Expedia (3,102,878)
Frequently asked questions
How many fans does Airbnb have in Italy?
Airbnb has an estimated audience of 15,520,157 people in Italy, concentrated in Lombardy and Lazio.
What is the gender split and age of Airbnb fans?
55.7% of Airbnb fans are female, 44.3% are male, with an average age of 43.8 years.
Which brands do Airbnb fans like most?
Airbnb fans show strongest brand affinity for Online marketplace (3.96×), Apartment (1.61×), and Immobiliare.it (1.8×) over the country average.
Where do Airbnb fans live in Italy?
Airbnb fans in Italy are most concentrated in Lombardy (reach 3,763,521), Lazio (reach 2,361,521), and Campania (reach 1,692,307). 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 Apartment (1.61×), Immobiliare.it (1.8×), Lodging (1.65×), and Vacation rental (2.18×) compared to the Italy average.
How to read this data
Audience size is the estimated number of people in Italy 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 Italy. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.