Rascasse Audience Intelligence

Airbnb Target Market in United States

A data profile of the people who buy, follow and care about Airbnb in United States — modelled from more than twelve digital signal sources. Airbnb has an estimated audience of 68,457,240 people in United States.

#1among Travel website in United States#7among Brand in United States#14in Travel & Leisure

The average Airbnb fan in United States is 41.8 years old, more female, and lives primarily in California.

The audience is concentrated in California, Florida, Texas.

Top brand affinities include Google Docs, Online marketplace, Friendship, with strongest over-indexing on Google Docs (2.81× the country average).

Demographically, the Airbnb audience skews more female with an average age of 41.8, 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 50 regions tracked by Rascasse.

The typical Airbnb fan in United States is more female, around 41.8 years old, with strong Quality Awareness tendencies and a notable affinity for Google Docs.

Category: Travel & Leisure · Type: Brand · Subtype: Travel website

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Airbnb profile in United States.

Audience size
68.5M
in United States
Gender
56.5%♀
43.5% male
Age
41.8
average years
Country rank
#209
Brand in United States
Fig. 01

Search interest · 12-month trend

+11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Airbnb

56.5% are female, 43.5% are male, average age 41.8.

Fig. 02

Gender split

56.5%
Female
43.5%
Male
Demographic split for Airbnb audience in United States
MetricValue
Female56.5%
Male43.5%
Average age41.8
Estimated audience size68,457,240
Fig. 03

Age distribution

Ø 41.8
average years
Age distribution of the Airbnb audience in United States
Age bracketShare%
16-1914%
20-2918%
30-3920%
40-4924%
50+25%
Fig. 04

Worldwide distribution

23.9%

of the worldwide Airbnb audience comes from United States.

Worldwide audience distribution share by country for Airbnb
CountryShare
United States23.9%
United Kingdom5.5%
Italy5.4%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Airbnb audience in United States is strongest.

Fig. 05

Top regions by affinity

Airbnb customers by region in United States
#RegionReachAffinity×
01Vermont~200K1.40×
02Alaska~200K1.33×
03Idaho~400K1.23×
04Maine~300K1.23×
05Florida~5.5M1.20×
06Montana~200K1.20×
07South Carolina~1M1.16×
08New Hampshire~300K1.15×
09North Carolina~2.5M1.14×
10Georgia~2.5M1.11×
11Utah~700K1.11×
12Colorado~1M1.09×
13Massachusetts~1.5M1.08×
14Oregon~800K1.08×
15Washington, District of Columbia~200K1.05×
16Arizona~1.5M1.03×
17Connecticut~700K1.03×
18New Mexico~300K1.02×
19Tennessee~1.5M1.01×
20Washington~1.5M1.01×
21Alabama~900K1.01×
22Virginia~1.5M0.98×
23Arkansas~500K0.98×
24Mississippi~500K0.98×
25Rhode Island~200K0.98×
26California~7M0.96×
27Hawaii~300K0.96×
28New York~3.5M0.95×
29Maryland~1M0.95×
30Pennsylvania~2M0.94×
31Wisconsin~900K0.94×
32Louisiana~800K0.94×
33Missouri~1M0.93×
34Texas~5.5M0.92×
35Michigan~1.5M0.92×
36New Jersey~1.5M0.92×
37Minnesota~900K0.91×
38Ohio~2M0.90×
39Iowa~500K0.90×
40Indiana~1M0.88×
41Kansas~500K0.88×
42Kentucky~700K0.87×
43Oklahoma~600K0.87×
44Delaware~200K0.87×
45Nevada~600K0.86×
46South Dakota~100K0.86×
47Nebraska~300K0.84×
48Illinois~2M0.83×
49West Virginia~300K0.83×
50North Dakota~100K0.78×
Fig. 06

Affinity by region

Affinity by region — Airbnb, United States
0.78×1.00×1.40×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Airbnb audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Airbnb audience
#·InterestCategoryAffinity×
01Sharing economyBusiness & Career6.72×
02Online marketplaceInternet & Social Media5.28×
03Mortgage calculatorHome & Garden3.11×
04Holiday cottageTravel & Leisure3.11×
05Google DocsInternet & Social Media2.81×
06FriendshipKids & Family2.32×
07Dick Van DykeMovies & TV2.11×
08DayBusiness & Career2.08×
09GmailInternet & Social Media2.01×
10NatureHome & Garden1.98×
11Concurrent Versions SystemTechnology & Electronics1.89×
12MoneyBusiness & Career1.80×
13CaliforniaTravel & Leisure1.78×
14Los AngelesTravel & Leisure1.74×
15Women's clothingFashion & Accessoires1.72×
16EducationBusiness & Career1.65×
17U.S. stateTravel & Leisure1.60×
18GiftShopping1.55×
19BusinessBusiness & Career1.54×
20United StatesTravel & Leisure1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Airbnb audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Airbnb audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.80×
TravellingTHRILL1.67×
SustainabilityBALANCE1.64×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Airbnb audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.83×
Social Media UsageJOY1.00×
Early Adopter MentalityPOWER1.00×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Airbnb's target market in United States?

Airbnb's target market in United States covers an estimated 68,457,240 people, concentrated in California and Florida.

02

What is the gender split and age of Airbnb customers?

56.5% of the Airbnb audience are female, 43.5% are male, with an average age of 41.8 years.

03

Which brands do Airbnb fans like most?

Airbnb fans show strongest brand affinity for Google Docs (2.81×), Online marketplace (5.28×), and Friendship (2.32×) over the country average.

04

Where do Airbnb fans live in United States?

Airbnb fans in United States are most concentrated in California (reach ~7M), Florida (reach ~5.5M), and Texas (reach ~5.5M). These three regions account for the largest share of the active audience.

05

What other brands do Airbnb fans also like?

Beyond Airbnb itself, the audience over-indexes on Online marketplace (5.28×), Friendship (2.32×), Nature (1.98×), and Business (1.54×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Travel website audiences in United States

See Airbnb audiences in other countries

How to read this data

Audience size is the estimated number of people in United States 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 United States. 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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