A data profile of the people who buy, follow and care about Airbnb in Italy — modelled from more than twelve digital signal sources. Airbnb has an estimated audience of 15,520,157 people in Italy.
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, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
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.
The key figures that characterise the Airbnb profile in Italy.
55.7% are female, 44.3% are male, average age 43.8.
| Metric | Value |
|---|---|
| Female | 55.7% |
| Male | 44.3% |
| Average age | 43.8 |
| Estimated audience size | 15,520,157 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 15% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 30% |
of the worldwide Airbnb audience comes from Italy.
| Country | Share |
|---|---|
| United States | 23.9% |
| United Kingdom | 5.5% |
| Italy | 5.4% |
Where the Airbnb audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tuscany | ~1.5M | 1.51× | |
| 02 | Lombardy | ~4M | 1.38× | |
| 03 | Piedmont | ~1.5M | 1.38× | |
| 04 | Liguria | ~600K | 1.33× | |
| 05 | Lazio | ~2.5M | 1.24× | |
| 06 | Veneto | ~1.5M | 1.15× | |
| 07 | Emilia-Romagna | ~1.5M | 1.12× | |
| 08 | Trentino-Alto Adige/Südtirol | ~300K | 1.09× | |
| 09 | Sardinia | ~400K | 1.01× | |
| 10 | Campania | ~1.5M | 0.97× | |
| 11 | Marche | ~400K | 0.93× | |
| 12 | Aosta Valley | ~40K | 0.93× | |
| 13 | Umbria | ~200K | 0.92× | |
| 14 | Friuli-Venezia Giulia | ~300K | 0.91× | |
| 15 | Sicilia | ~1M | 0.90× | |
| 16 | Puglia | ~900K | 0.87× | |
| 17 | Abruzzo | ~300K | 0.76× | |
| 18 | Calabria | ~300K | 0.58× | |
| 19 | Basilicata | ~80K | 0.53× | |
| 20 | Molise | ~40K | 0.50× |
The strongest cross-interests of the Airbnb audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sharing economy | Business & Career | 4.38× | ||
| 02 | Online marketplace | Internet & Social Media | 3.96× | ||
| 03 | Vacation rental | Travel & Leisure | 2.18× | ||
| 04 | Holiday cottage | Travel & Leisure | 2.12× | ||
| 05 | Village | Travel & Leisure | 2.05× | ||
| 06 | Trivago | Travel & Leisure | 1.92× | ||
| 07 | Immobiliare.it | Home & Garden | 1.80× | ||
| 08 | Casa.it | Home & Garden | 1.80× | ||
| 09 | Booking.com | Travel & Leisure | 1.80× | ||
| 10 | Living room | Home & Garden | 1.79× | ||
| 11 | Bedroom | Home & Garden | 1.72× | ||
| 12 | Baggage | Fashion & Accessoires | 1.68× | ||
| 13 | Tour operator | Travel & Leisure | 1.66× | ||
| 14 | Lodging | Travel & Leisure | 1.65× | ||
| 15 | Apartment | Business & Career | 1.61× | ||
| 16 | Greece | Travel & Leisure | 1.61× | ||
| 17 | Solidarity | Politics & Society | 1.59× | ||
| 18 | Travel website | Travel & Leisure | 1.56× | ||
| 19 | TripAdvisor | Travel & Leisure | 1.52× | ||
| 20 | FlixBus | Cars & Mobility | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.22× | |
| Quality Awareness | PREMIUM | 1.16× | |
| Design Affinity | PREMIUM | 1.15× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.77× | |
| Extroversion | THRILL | 0.80× | |
| Risk Appetite | THRILL | 0.83× |
Airbnb's target market in Italy covers an estimated 15,520,157 people, concentrated in Lombardy and Lazio.
55.7% of the Airbnb audience are female, 44.3% are male, with an average age of 43.8 years.
Airbnb fans show strongest brand affinity for Online marketplace (3.96×), Apartment (1.61×), and Immobiliare.it (1.8×) over the country average.
Airbnb fans in Italy are most concentrated in Lombardy (reach ~4M), Lazio (reach ~2.5M), and Campania (reach ~1.5M). These three regions account for the largest share of the active audience.
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.
Related profiles, rankings and the same audience in other markets.
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.
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.
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