A data profile of the people who buy, follow and care about Airbnb in Malaysia — modelled from more than twelve digital signal sources. Airbnb has an estimated audience of 2,121,869 people in Malaysia.
The average Airbnb fan in Malaysia is 39.1 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Public bank, Apartment, Real estate development, with strongest over-indexing on Public bank (1.5× the country average).
Demographically, the Airbnb audience skews balanced with an average age of 39.1, and over-indexes on personality traits such as Early Adopter Mentality, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Airbnb fan in Malaysia is balanced, around 39.1 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Public bank.
The key figures that characterise the Airbnb profile in Malaysia.
53.1% are female, 46.9% are male, average age 39.1.
| Metric | Value |
|---|---|
| Female | 53.1% |
| Male | 46.9% |
| Average age | 39.1 |
| Estimated audience size | 2,121,869 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 26% | |
| 30-39 | 24% | |
| 40-49 | 19% | |
| 50+ | 17% |
of the worldwide Airbnb audience comes from Malaysia.
| Country | Share |
|---|---|
| United States | 23.9% |
| United Kingdom | 5.5% |
| Italy | 5.4% |
Where the Airbnb audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Selangor | ~1M | 1.72× | |
| 02 | Kuala Lumpur | ~600K | 1.66× | |
| 03 | Johor | ~400K | 1.54× | |
| 04 | Penang | ~200K | 1.38× | |
| 05 | Malacca | ~90K | 1.22× | |
| 06 | Negeri Sembilan | ~100K | 1.09× | |
| 07 | Perak | ~200K | 1.05× | |
| 08 | Pahang | ~100K | 1.04× | |
| 09 | Putrajaya | ~10K | 1.00× | |
| 10 | Kedah | ~100K | 0.87× | |
| 11 | Terengganu | ~70K | 0.75× | |
| 12 | Sarawak | ~100K | 0.74× | |
| 13 | Sabah | ~100K | 0.59× | |
| 14 | Kelantan | ~60K | 0.59× | |
| 15 | Perlis | ~20K | 0.52× | |
| 16 | Labuan | ~8K | 0.45× |
The strongest cross-interests of the Airbnb audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Housing estate | Home & Garden | 2.66× | ||
| 02 | Investment strategy | Business & Career | 2.56× | ||
| 03 | Real property | Home & Garden | 1.98× | ||
| 04 | Real estate development | Business & Career | 1.97× | ||
| 05 | Bedroom | Home & Garden | 1.87× | ||
| 06 | Living room | Home & Garden | 1.84× | ||
| 07 | Apartment | Business & Career | 1.77× | ||
| 08 | Internet & Social Media | 1.76× | |||
| 09 | Taobao | Shopping | 1.73× | ||
| 10 | Bathroom | Home & Garden | 1.72× | ||
| 11 | Cabinetry | Home & Garden | 1.71× | ||
| 12 | Investor | Business & Career | 1.70× | ||
| 13 | Bed | Home & Garden | 1.69× | ||
| 14 | Chair | Home & Garden | 1.67× | ||
| 15 | Vietnam | Travel & Leisure | 1.59× | ||
| 16 | Renovation | Home & Garden | 1.59× | ||
| 17 | IKEA | Home & Garden | 1.53× | ||
| 18 | Mattress | Home & Garden | 1.52× | ||
| 19 | Garden | Home & Garden | 1.51× | ||
| 20 | Public bank | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.36× | |
| Travelling | THRILL | 1.25× | |
| Individualism | JOY | 1.15× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.42× | |
| Need for Security | CONSERVATISM | 0.80× | |
| Healthy Lifestyle | BALANCE | 0.81× |
Airbnb's target market in Malaysia covers an estimated 2,121,869 people, concentrated in Selangor and Kuala Lumpur.
53.1% of the Airbnb audience are female, 46.9% are male, with an average age of 39.1 years.
Airbnb fans show strongest brand affinity for Public bank (1.5×), Apartment (1.77×), and Real estate development (1.97×) over the country average.
Airbnb fans in Malaysia are most concentrated in Selangor (reach ~1M), Kuala Lumpur (reach ~600K), and Johor (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Airbnb itself, the audience over-indexes on Apartment (1.77×), Real estate development (1.97×), Real property (1.98×), and Investment strategy (2.56×) compared to the Malaysia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Malaysia 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 Malaysia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.