A data profile of the people who buy, follow and care about Airbnb in Netherlands — modelled from more than twelve digital signal sources. Airbnb has an estimated audience of 4,223,025 people in Netherlands.
The average Airbnb fan in Netherlands is 44.8 years old, more female, and lives primarily in Zuid-Holland.
The audience is concentrated in Zuid-Holland, North Holland, North Brabant.
Top brand affinities include Online marketplace, Vacation rental, Sharing economy, with strongest over-indexing on Online marketplace (7.62× the country average).
Demographically, the Airbnb audience skews more female with an average age of 44.8, and over-indexes on personality traits such as Price Sensitivity, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Airbnb fan in Netherlands is more female, around 44.8 years old, with strong Price Sensitivity tendencies and a notable affinity for Online marketplace.
The key figures that characterise the Airbnb profile in Netherlands.
58.0% are female, 42.0% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 58.0% |
| Male | 42.0% |
| Average age | 44.8 |
| Estimated audience size | 4,223,025 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 15% | |
| 30-39 | 17% | |
| 40-49 | 23% | |
| 50+ | 35% |
of the worldwide Airbnb audience comes from Netherlands.
| Country | Share |
|---|---|
| United States | 23.9% |
| United Kingdom | 5.5% |
| Italy | 5.4% |
Where the Airbnb audience in Netherlands is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North Holland | ~1M | 1.27× | |
| 02 | Gelderland | ~600K | 1.12× | |
| 03 | North Brabant | ~700K | 1.11× | |
| 04 | Zuid-Holland | ~1M | 1.09× | |
| 05 | Utrecht | ~300K | 1.03× | |
| 06 | Overijssel | ~300K | 1.03× | |
| 07 | Limburg | ~300K | 0.99× | |
| 08 | Flevoland | ~100K | 0.93× | |
| 09 | Friesland | ~100K | 0.91× | |
| 10 | Zeeland | ~80K | 0.89× | |
| 11 | Groningen | ~100K | 0.83× | |
| 12 | Drenthe | ~100K | 0.82× |
The strongest cross-interests of the Airbnb audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sharing economy | Business & Career | 10.29× | ||
| 02 | Online marketplace | Internet & Social Media | 7.62× | ||
| 03 | Vacation rental | Travel & Leisure | 4.55× | ||
| 04 | Holiday cottage | Travel & Leisure | 2.54× | ||
| 05 | Booking.com | Travel & Leisure | 2.35× | ||
| 06 | Lodging | Travel & Leisure | 2.26× | ||
| 07 | Privately held company | Business & Career | 2.21× | ||
| 08 | Baggage | Fashion & Accessoires | 2.17× | ||
| 09 | Cottage | Travel & Leisure | 2.13× | ||
| 10 | Trivago | Travel & Leisure | 2.01× | ||
| 11 | TripAdvisor | Travel & Leisure | 1.97× | ||
| 12 | Travel website | Travel & Leisure | 1.93× | ||
| 13 | Sunweb | Travel & Leisure | 1.92× | ||
| 14 | Skyscanner | Travel & Leisure | 1.82× | ||
| 15 | Spain | Travel & Leisure | 1.70× | ||
| 16 | NRC | News | 1.70× | ||
| 17 | Geography | Business & Career | 1.67× | ||
| 18 | Air travel | Travel & Leisure | 1.65× | ||
| 19 | KLM | Travel & Leisure | 1.61× | ||
| 20 | Indeed.com | Business & Career | 1.59× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.25× | |
| Early Adopter Mentality | POWER | 1.18× | |
| Need for Security | CONSERVATISM | 1.15× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.71× | |
| Travelling | THRILL | 0.98× | |
| Patriotism | CONSERVATISM | 1.09× |
Airbnb's target market in Netherlands covers an estimated 4,223,025 people, concentrated in Zuid-Holland and North Holland.
58.0% of the Airbnb audience are female, 42.0% are male, with an average age of 44.8 years.
Airbnb fans show strongest brand affinity for Online marketplace (7.62×), Vacation rental (4.55×), and Sharing economy (10.29×) over the country average.
Airbnb fans in Netherlands are most concentrated in Zuid-Holland (reach ~1M), North Holland (reach ~1M), and North Brabant (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Airbnb itself, the audience over-indexes on Vacation rental (4.55×), Sharing economy (10.29×), Holiday cottage (2.54×), and Lodging (2.26×) compared to the Netherlands average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Netherlands 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 Netherlands. 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.