A data profile of the people who buy, follow and care about Airbnb in Mexico — modelled from more than twelve digital signal sources. Airbnb has an estimated audience of 6,716,753 people in Mexico.
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 Quality Awareness, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Airbnb fan in Mexico is balanced, around 37.0 years old, with strong Quality Awareness tendencies and a notable affinity for Online marketplace.
The key figures that characterise the Airbnb profile in Mexico.
51.2% are female, 48.8% are male, average age 37.0.
| Metric | Value |
|---|---|
| Female | 51.2% |
| Male | 48.8% |
| Average age | 37.0 |
| Estimated audience size | 6,716,753 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 25% | |
| 30-39 | 22% | |
| 40-49 | 20% | |
| 50+ | 13% |
of the worldwide Airbnb audience comes from Mexico.
| Country | Share |
|---|---|
| United States | 23.9% |
| United Kingdom | 5.5% |
| Italy | 5.4% |
Where the Airbnb audience in Mexico is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Baja California Sur | ~90K | 1.74× | |
| 02 | Jalisco | ~800K | 1.70× | |
| 03 | State of Mexico | ~1.5M | 1.40× | |
| 04 | Nayarit | ~90K | 1.33× | |
| 05 | Baja California | ~300K | 1.22× | |
| 06 | Yucatan | ~200K | 1.22× | |
| 07 | Tamaulipas | ~300K | 1.17× | |
| 08 | Guanajuato | ~400K | 1.14× | |
| 09 | Chihuahua | ~300K | 1.11× | |
| 10 | Colima | ~50K | 1.11× | |
| 11 | Nuevo Leon | ~400K | 1.10× | |
| 12 | Michoacan de Ocampo | ~200K | 1.00× | |
| 13 | Coahuila de Zaragoza | ~200K | 0.97× | |
| 14 | Distrito Federal | ~800K | 0.94× | |
| 15 | Morelos | ~100K | 0.94× | |
| 16 | Aguascalientes | ~80K | 0.94× | |
| 17 | Puebla | ~300K | 0.88× | |
| 18 | Sinaloa | ~100K | 0.84× | |
| 19 | Veracruz (state) | ~300K | 0.83× | |
| 20 | Oaxaca | ~200K | 0.82× | |
| 21 | Zacatecas | ~60K | 0.73× | |
| 22 | Durango | ~70K | 0.72× | |
| 23 | Campeche | ~40K | 0.72× | |
| 24 | Hidalgo | ~100K | 0.67× | |
| 25 | Chiapas | ~100K | 0.66× | |
| 26 | Guerrero | ~100K | 0.60× | |
| 27 | Tlaxcala | ~40K | 0.53× |
The strongest cross-interests of the Airbnb audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Online marketplace | Internet & Social Media | 3.52× | ||
| 02 | Vivaaerobus.com | Travel & Leisure | 2.17× | ||
| 03 | Trivago | Travel & Leisure | 2.01× | ||
| 04 | Demi Moore | Movies & TV | 1.98× | ||
| 05 | Pension | Business & Career | 1.92× | ||
| 06 | Booking.com | Travel & Leisure | 1.78× | ||
| 07 | First class travel | Travel & Leisure | 1.73× | ||
| 08 | TripAdvisor | Travel & Leisure | 1.71× | ||
| 09 | Lodging | Travel & Leisure | 1.66× | ||
| 10 | Bruce Willis | Movies & TV | 1.65× | ||
| 11 | Sodimac | Home & Garden | 1.65× | ||
| 12 | Small and medium enterprises | Business & Career | 1.64× | ||
| 13 | Government | Politics & Society | 1.64× | ||
| 14 | Mortgage loans | Business & Career | 1.60× | ||
| 15 | Expedia | Travel & Leisure | 1.57× | ||
| 16 | Bestseller | Literature | 1.57× | ||
| 17 | Loan | Business & Career | 1.55× | ||
| 18 | Diabetes mellitus awareness | Health | 1.55× | ||
| 19 | Apartment | Business & Career | 1.54× | ||
| 20 | Snacking | Food & Beverages | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.25× | |
| Travelling | THRILL | 1.18× | |
| Price Sensitivity | PREMIUM | 1.11× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.56× | |
| Extroversion | THRILL | 0.74× | |
| Early Adopter Mentality | POWER | 0.77× |
Airbnb's target market in Mexico covers an estimated 6,716,753 people, concentrated in State of Mexico and Jalisco.
51.2% of the Airbnb audience are female, 48.8% are male, with an average age of 37.0 years.
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.
Airbnb fans in Mexico are most concentrated in State of Mexico (reach ~1.5M), Jalisco (reach ~800K), and Distrito Federal (reach ~800K). These three regions account for the largest share of the active audience.
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.
Related profiles, rankings and the same audience in other markets.
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.
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.
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