Rascasse Audience Intelligence

Booking.com Target Market in United States

A data profile of the people who buy, follow and care about Booking.com in United States — modelled from more than twelve digital signal sources. Booking.com has an estimated audience of 10,825,790 people in United States.

#4among Travel website in United States#335among Brand in United States#293in Travel & Leisure

The average Booking.com fan in United States is 42.8 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Florida, Texas.

Top brand affinities include Expedia, Lodging, AutoZone, with strongest over-indexing on Expedia (2.62× the country average).

Demographically, the Booking.com audience skews balanced with an average age of 42.8, 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 Booking.com fan in United States is balanced, around 42.8 years old, with strong Quality Awareness tendencies and a notable affinity for Expedia.

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 Booking.com profile in United States.

Audience size
10.8M
in United States
Gender
54.6%♀
45.4% male
Age
42.8
average years
Country rank
#3314
Brand in United States
Fig. 01

Search interest · 12-month trend

+95%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Booking.com

54.6% are female, 45.4% are male, average age 42.8.

Fig. 02

Gender split

54.6%
Female
45.4%
Male
Demographic split for Booking.com audience in United States
MetricValue
Female54.6%
Male45.4%
Average age42.8
Estimated audience size10,825,790
Fig. 03

Age distribution

Ø 42.8
average years
Age distribution of the Booking.com audience in United States
Age bracketShare%
16-1913%
20-2916%
30-3919%
40-4923%
50+29%
Fig. 04

Worldwide distribution

11.2%

of the worldwide Booking.com audience comes from United States.

Worldwide audience distribution share by country for Booking.com
CountryShare
United States11.2%
United Kingdom10.5%
Germany8.6%
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 Booking.com audience in United States is strongest.

Fig. 05

Top regions by affinity

Booking.com customers by region in United States
#RegionReachAffinity×
01Mississippi~100K1.74×
02South Carolina~200K1.64×
03Georgia~400K1.43×
04Alabama~200K1.42×
05Florida~1M1.41×
06Tennessee~300K1.36×
07Hawaii~60K1.28×
08North Carolina~400K1.26×
09Louisiana~200K1.25×
10Maryland~200K1.20×
11Washington, District of Columbia~40K1.18×
12Virginia~300K1.14×
13Delaware~30K1.13×
14Nevada~100K1.10×
15California~1M1.09×
16New Mexico~50K1.07×
17Kentucky~100K1.06×
18Arizona~200K1.03×
19New Jersey~300K1.02×
20New York~600K1.01×
21Wyoming~20K1.01×
22Connecticut~100K1.00×
23West Virginia~50K1.00×
24Colorado~200K0.99×
25Pennsylvania~300K0.98×
26Washington~200K0.98×
27Oregon~100K0.98×
28Massachusetts~200K0.97×
29Maine~30K0.96×
30Arkansas~80K0.93×
31Vermont~20K0.93×
32Rhode Island~30K0.92×
33Texas~800K0.90×
34Montana~30K0.90×
35Alaska~20K0.88×
36New Hampshire~30K0.87×
37Illinois~300K0.84×
38Missouri~100K0.84×
39Ohio~300K0.82×
40Michigan~200K0.80×
41Idaho~40K0.80×
42Indiana~100K0.79×
43Oklahoma~90K0.78×
44Wisconsin~100K0.75×
45South Dakota~20K0.74×
46Utah~70K0.72×
47Kansas~60K0.72×
48Minnesota~90K0.65×
49Iowa~50K0.63×
50Nebraska~30K0.61×
Fig. 06

Affinity by region

Affinity by region — Booking.com, United States
0.61×1.00×1.74×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Booking.com audience
#·InterestCategoryAffinity×
01TrivagoTravel & Leisure3.91×
02Travel websiteTravel & Leisure2.81×
03LodgingTravel & Leisure2.68×
04TravelocityTravel & Leisure2.63×
05ExpediaTravel & Leisure2.62×
06Spirit AirlinesTravel & Leisure2.30×
07TripAdvisorTravel & Leisure2.15×
08O'Reilly Auto PartsCars & Mobility2.13×
09JetBlueTravel & Leisure2.10×
10Frontier AirlinesTravel & Leisure2.10×
11AutoZoneCars & Mobility1.98×
12Vacation rentalTravel & Leisure1.98×
13Holiday cottageTravel & Leisure1.92×
14Advance Auto PartsCars & Mobility1.90×
15MenardsHome & Garden1.78×
16Google FlightsTravel & Leisure1.56×
17AirbnbTravel & Leisure1.55×
18United Parcel ServiceBusiness & Career1.53×
19Hobby LobbyHome & Garden1.51×
20southwest airlinesTravel & Leisure1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Booking.com 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 Booking.com audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.60×
TravellingTHRILL1.48×
Price SensitivityPREMIUM1.08×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Booking.com audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.69×
Early Adopter MentalityPOWER0.73×
SustainabilityBALANCE0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Booking.com's target market in United States?

Booking.com's target market in United States covers an estimated 10,825,790 people, concentrated in California and Florida.

02

What is the gender split and age of Booking.com customers?

54.6% of the Booking.com audience are female, 45.4% are male, with an average age of 42.8 years.

03

Which brands do Booking.com fans like most?

Booking.com fans show strongest brand affinity for Expedia (2.62×), Lodging (2.68×), and AutoZone (1.98×) over the country average.

04

Where do Booking.com fans live in United States?

Booking.com fans in United States are most concentrated in California (reach ~1M), Florida (reach ~1M), and Texas (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do Booking.com fans also like?

Beyond Booking.com itself, the audience over-indexes on Lodging (2.68×), AutoZone (1.98×), Airbnb (1.55×), and Hobby Lobby (1.51×) 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 Booking.com audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Booking.com. 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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