Airbnb Audience in Mexico
Airbnb has an estimated audience of 6,716,753 people in Mexico. 51.2% are female, 48.8% are male, average age 37.0. Top regions: State of Mexico, Jalisco, Distrito Federal. Top brand affinities: Online marketplace, Small and medium enterprises, Apartment, Trivago, Lodging.
The average Airbnb fan in Mexico is 37.0 years old, balanced, and lives primarily in State of Mexico. The audience is concentrated in State of Mexico, Jalisco, Distrito Federal. Top brand affinities include Online marketplace, Small and medium enterprises, Apartment, with strongest over-indexing on Online marketplace (3.52× the country average). Demographically, the Airbnb audience skews balanced with an average age of 37.0, 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 27 regions tracked by Rascasse.
Category: Travel & Leisure · Type: Brand · Subtype: Travel website
Demographics of Airbnb fans
| Metric | Value |
|---|---|
| Female | 51.2% |
| Male | 48.8% |
| Average age | 37.0 |
| Estimated audience size | 6,716,753 |
Audience persona
The typical Airbnb fan in Mexico is balanced, around 37.0 years old, with strong Travelling tendencies and a notable affinity for Online marketplace.
Top regions in Mexico
| Region | Reach | Affinity |
|---|---|---|
| State of Mexico | 1,295,662 | 1.4× |
| Jalisco | 844,444 | 1.7× |
| Distrito Federal | 832,627 | 0.94× |
| Nuevo Leon | 444,067 | 1.1× |
| Guanajuato | 360,889 | 1.14× |
| Baja California | 340,876 | 1.22× |
| Veracruz (state) | 329,332 | 0.83× |
| Puebla | 315,299 | 0.88× |
| Tamaulipas | 263,310 | 1.17× |
| Chihuahua | 257,485 | 1.11× |
| Michoacan de Ocampo | 231,762 | 1× |
| Coahuila de Zaragoza | 194,876 | 0.97× |
| Yucatan | 169,958 | 1.22× |
| Oaxaca | 152,677 | 0.82× |
| Sinaloa | 149,624 | 0.84× |
| Chiapas | 131,746 | 0.65× |
| Morelos | 109,358 | 0.94× |
| Hidalgo | 109,350 | 0.67× |
| Guerrero | 101,528 | 0.6× |
| Baja California Sur | 93,360 | 1.74× |
| Nayarit | 86,197 | 1.33× |
| Aguascalientes | 79,810 | 0.94× |
| Durango | 66,467 | 0.71× |
| Zacatecas | 61,941 | 0.73× |
| Colima | 47,801 | 1.11× |
| Tlaxcala | 40,085 | 0.52× |
| Campeche | 36,573 | 0.71× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Online marketplace | 3.52× | Internet & Social Media |
| Small and medium enterprises | 1.64× | Business & Career |
| Apartment | 1.54× | Business & Career |
| Trivago | 2.01× | Travel & Leisure |
| Lodging | 1.66× | Travel & Leisure |
| Mortgage loans | 1.6× | Business & Career |
| TripAdvisor | 1.71× | Travel & Leisure |
| Loan | 1.55× | Business & Career |
| Government | 1.64× | Politics & Society |
| Snacking | 1.54× | Food & Beverages |
| First class travel | 1.73× | Travel & Leisure |
| Bruce Willis | 1.65× | Movies & TV |
| Pension | 1.92× | Business & Career |
| Demi Moore | 1.98× | Movies & TV |
| Bestseller | 1.57× | Literature |
| Expedia | 1.57× | Travel & Leisure |
| Diabetes mellitus awareness | 1.55× | Health |
| Sodimac | 1.65× | Home & Garden |
| Booking.com | 1.78× | Travel & Leisure |
| Facial care | 1.91× | Beauty & Wellness |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Travelling | THRILL | 2.36 |
| Quality Awareness | PREMIUM | 1.99 |
| Design Affinity | PREMIUM | 1.9 |
| Luxury Orientation | PREMIUM | 1.77 |
| Risk Appetite | THRILL | 1.58 |
| Family Orientation | CONSERVATISM | 1.42 |
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 Mexico
- Expedia (2,304,849)
- Trivago (2,036,007)
- Kayak (1,290,944)
- Booking.com (1,279,532)
- Skyscanner (959,449)
Frequently asked questions
How many fans does Airbnb have in Mexico?
Airbnb has an estimated audience of 6,716,753 people in Mexico, concentrated in State of Mexico and Jalisco.
What is the gender split and age of Airbnb fans?
51.2% of Airbnb fans are female, 48.8% are male, with an average age of 37.0 years.
Which brands do Airbnb fans like most?
Airbnb fans show strongest brand affinity for Online marketplace (3.52×), Small and medium enterprises (1.64×), and Apartment (1.54×) over the country average.
Where do Airbnb fans live in Mexico?
Airbnb fans in Mexico are most concentrated in State of Mexico (reach 1,295,662), Jalisco (reach 844,444), and Distrito Federal (reach 832,627). 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 Small and medium enterprises (1.64×), Apartment (1.54×), Trivago (2.01×), and Lodging (1.66×) compared to the Mexico average.
How to read this data
Audience size is the estimated number of people in Mexico 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 Mexico. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.