A data profile of the people who buy, follow and care about Booking.com in Italy — modelled from more than twelve digital signal sources. Booking.com has an estimated audience of 4,989,919 people in Italy.
The average Booking.com fan in Italy is 44.6 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Veneto.
Top brand affinities include Airbnb, Trenitalia, TripAdvisor, with strongest over-indexing on Airbnb (1.74× the country average).
Demographically, the Booking.com audience skews more female with an average age of 44.6, 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 Booking.com fan in Italy is more female, around 44.6 years old, with strong Travelling tendencies and a notable affinity for Airbnb.
The key figures that characterise the Booking.com profile in Italy.
55.3% are female, 44.7% are male, average age 44.6.
| Metric | Value |
|---|---|
| Female | 55.3% |
| Male | 44.7% |
| Average age | 44.6 |
| Estimated audience size | 4,989,919 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 14% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 32% |
of the worldwide Booking.com audience comes from Italy.
| Country | Share |
|---|---|
| United States | 11.2% |
| United Kingdom | 10.5% |
| Germany | 8.6% |
Where the Booking.com audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Trentino-Alto Adige/Südtirol | ~300K | 3.32× | |
| 02 | Tuscany | ~400K | 1.35× | |
| 03 | Veneto | ~500K | 1.28× | |
| 04 | Liguria | ~200K | 1.20× | |
| 05 | Friuli-Venezia Giulia | ~100K | 1.20× | |
| 06 | Lombardy | ~1M | 1.09× | |
| 07 | Lazio | ~700K | 1.07× | |
| 08 | Aosta Valley | ~10K | 0.99× | |
| 09 | Emilia-Romagna | ~400K | 0.97× | |
| 10 | Piedmont | ~300K | 0.90× | |
| 11 | Sardinia | ~100K | 0.88× | |
| 12 | Sicilia | ~300K | 0.80× | |
| 13 | Umbria | ~60K | 0.80× | |
| 14 | Puglia | ~300K | 0.77× | |
| 15 | Campania | ~400K | 0.76× | |
| 16 | Marche | ~90K | 0.76× | |
| 17 | Abruzzo | ~70K | 0.60× | |
| 18 | Molise | ~10K | 0.57× | |
| 19 | Basilicata | ~20K | 0.55× | |
| 20 | Calabria | ~80K | 0.49× |
The strongest cross-interests of the Booking.com audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Eden Viaggi | Travel & Leisure | 2.79× | ||
| 02 | Trivago | Travel & Leisure | 2.17× | ||
| 03 | Expedia | Travel & Leisure | 1.99× | ||
| 04 | EDreams | Travel & Leisure | 1.94× | ||
| 05 | Travel website | Travel & Leisure | 1.89× | ||
| 06 | Vueling | Travel & Leisure | 1.87× | ||
| 07 | Alpitour | Travel & Leisure | 1.85× | ||
| 08 | Trenitalia | Cars & Mobility | 1.80× | ||
| 09 | FlixBus | Cars & Mobility | 1.80× | ||
| 10 | Skyscanner | Travel & Leisure | 1.76× | ||
| 11 | Airbnb | Travel & Leisure | 1.74× | ||
| 12 | TripAdvisor | Travel & Leisure | 1.73× | ||
| 13 | Vacation rental | Travel & Leisure | 1.69× | ||
| 14 | Wizz Air | Travel & Leisure | 1.66× | ||
| 15 | MSC Cruises | Travel & Leisure | 1.65× | ||
| 16 | EasyJet | Travel & Leisure | 1.61× | ||
| 17 | Lodging | Travel & Leisure | 1.59× | ||
| 18 | Aeroitalia | Travel & Leisure | 1.54× | ||
| 19 | Tour operator | Travel & Leisure | 1.51× | ||
| 20 | Travel agency | Travel & Leisure | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.28× | |
| Quality Awareness | PREMIUM | 1.26× | |
| Design Affinity | PREMIUM | 1.22× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.74× | |
| Convenience Orientation | PREMIUM | 0.81× | |
| Early Adopter Mentality | POWER | 0.85× |
Booking.com's target market in Italy covers an estimated 4,989,919 people, concentrated in Lombardy and Lazio.
55.3% of the Booking.com audience are female, 44.7% are male, with an average age of 44.6 years.
Booking.com fans show strongest brand affinity for Airbnb (1.74×), Trenitalia (1.8×), and TripAdvisor (1.73×) over the country average.
Booking.com fans in Italy are most concentrated in Lombardy (reach ~1M), Lazio (reach ~700K), and Veneto (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Booking.com itself, the audience over-indexes on Trenitalia (1.8×), TripAdvisor (1.73×), EasyJet (1.61×), and Trivago (2.17×) 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 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 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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