A data profile of the people who buy, follow and care about Summer vacation in Italy — modelled from more than twelve digital signal sources. Summer vacation has an estimated audience of 7,624,940 people in Italy.
The average Summer vacation 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 Airbnb, TikTok, Trivago, with strongest over-indexing on Airbnb (3.65× the country average).
Demographically, the Summer vacation audience skews more female with an average age of 43.8, and over-indexes on personality traits such as Travelling, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 18 regions tracked by Rascasse.
The typical Summer vacation fan in Italy is more female, around 43.8 years old, with strong Travelling tendencies and a notable affinity for Airbnb.
The key figures that characterise the Summer vacation profile in Italy.
62.5% are female, 37.5% are male, average age 43.8.
| Metric | Value |
|---|---|
| Female | 62.5% |
| Male | 37.5% |
| Average age | 43.8 |
| Estimated audience size | 7,624,940 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 15% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 31% |
of the worldwide Summer vacation audience comes from Italy.
| Country | Share |
|---|---|
| United States | 15.6% |
| Japan | 9.2% |
| Italy | 5.8% |
Where the Summer vacation audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Basilicata | ~80K | 1.17× | |
| 02 | Umbria | ~100K | 1.06× | |
| 03 | Abruzzo | ~200K | 1.02× | |
| 04 | Trentino-Alto Adige/Südtirol | ~100K | 1.02× | |
| 05 | Calabria | ~200K | 1.01× | |
| 06 | Friuli-Venezia Giulia | ~100K | 1.01× | |
| 07 | Puglia | ~500K | 0.99× | |
| 08 | Sicilia | ~600K | 0.98× | |
| 09 | Sardinia | ~200K | 0.98× | |
| 10 | Liguria | ~200K | 0.98× | |
| 11 | Marche | ~200K | 0.98× | |
| 12 | Campania | ~800K | 0.95× | |
| 13 | Veneto | ~600K | 0.94× | |
| 14 | Tuscany | ~500K | 0.94× | |
| 15 | Emilia-Romagna | ~600K | 0.92× | |
| 16 | Piedmont | ~500K | 0.92× | |
| 17 | Lazio | ~800K | 0.90× | |
| 18 | Lombardy | ~1M | 0.87× |
The strongest cross-interests of the Summer vacation audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Videography | Internet & Social Media | 7.17× | ||
| 02 | Snapchat | Internet & Social Media | 6.53× | ||
| 03 | Hair iron | Beauty & Wellness | 5.33× | ||
| 04 | Backpacking (travel) | Travel & Leisure | 5.27× | ||
| 05 | Trivago | Travel & Leisure | 5.21× | ||
| 06 | Beach Party | Travel & Leisure | 5.17× | ||
| 07 | Pride | Politics & Society | 5.06× | ||
| 08 | Hairbrush | Beauty & Wellness | 4.42× | ||
| 09 | Red wine | Food & Beverages | 4.37× | ||
| 10 | Airbnb | Travel & Leisure | 3.65× | ||
| 11 | Travel website | Travel & Leisure | 3.37× | ||
| 12 | Home repair | Home & Garden | 3.24× | ||
| 13 | TikTok | Internet & Social Media | 3.16× | ||
| 14 | Home construction | Home & Garden | 3.15× | ||
| 15 | Travel Adventures | Travel & Leisure | 3.00× | ||
| 16 | TripAdvisor | Travel & Leisure | 2.94× | ||
| 17 | Fashion show | Fashion & Accessoires | 2.92× | ||
| 18 | Cruises | Travel & Leisure | 2.74× | ||
| 19 | Holiday | Travel & Leisure | 1.99× | ||
| 20 | FIFA World Cup | Sports | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 2.69× | |
| Individualism | JOY | 2.06× | |
| Mindfulness | BALANCE | 1.75× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.53× | |
| Patriotism | CONSERVATISM | 0.57× | |
| Spirituality | BALANCE | 0.66× |
Summer vacation has an estimated audience of 7,624,940 people in Italy, concentrated in Lombardy and Lazio.
62.5% of Summer vacation fans are female, 37.5% are male, with an average age of 43.8 years.
Summer vacation fans show strongest brand affinity for Airbnb (3.65×), TikTok (3.16×), and Trivago (5.21×) over the country average.
Summer vacation fans in Italy are most concentrated in Lombardy (reach ~1M), Lazio (reach ~800K), and Campania (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Summer vacation itself, the audience over-indexes on TikTok (3.16×), Trivago (5.21×), Videography (7.17×), and Beach Party (5.17×) 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 Summer vacation. 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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