Booking.com Audience in United States

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Booking.com has an estimated audience of 10,078,193 people in United States. 54.6% are female, 45.4% are male, average age 42.8. Top regions: California, Florida, Texas. Top brand affinities: Expedia, Lodging, AutoZone, Airbnb, Hobby Lobby.

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 Travelling, Sports Activity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of Booking.com fans

Demographic split for Booking.com audience in United States
MetricValue
Female54.6%
Male45.4%
Average age42.8
Estimated audience size10,078,193

Audience persona

The typical Booking.com fan in United States is balanced, around 42.8 years old, with strong Travelling tendencies and a notable affinity for Expedia.

Top regions in United States

Top regions ranked by reach for Booking.com in United States
RegionReachAffinity
California1,284,6621.16×
Florida1,026,9361.51×
Texas822,2370.95×
New York626,5881.11×
Georgia478,5261.54×
North Carolina413,0431.36×
Pennsylvania353,4341.04×
Illinois298,3960.89×
Virginia293,8791.2×
New Jersey283,0101.1×
Tennessee270,2171.34×
South Carolina260,1601.72×
Ohio259,1770.83×
Arizona221,8491.08×
Maryland220,3711.27×
Michigan215,4410.82×
Washington211,5371.05×
Massachusetts204,4751.03×
Alabama189,5711.35×
Louisiana161,4741.24×
Indiana147,1890.8×
Colorado144,1520.91×
Missouri133,2390.82×
Kentucky130,9871.04×
Oregon117,6091.02×
Mississippi112,6721.36×
Wisconsin111,6400.74×
Nevada111,1341.14×
Connecticut104,8431.04×
Minnesota96,6580.67×
Oklahoma80,5020.72×
Arkansas73,7550.89×
Utah61,9770.69×
Hawaii56,3221.3×
Kansas55,2040.7×
New Mexico53,8641.07×
Iowa49,7250.6×
West Virginia42,8360.91×
Washington, District of Columbia40,4021.33×
Idaho36,1670.72×
New Hampshire34,9590.88×
Maine33,2500.92×
Delaware30,3761.09×
Rhode Island29,7000.93×
Nebraska27,1560.54×
Montana22,3230.8×
Alaska16,9970.79×
Vermont15,7550.89×
South Dakota15,1500.65×
Wyoming13,3330.89×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Booking.com audience
BrandAffinityCategory
Expedia2.62×Travel & Leisure
Lodging2.68×Travel & Leisure
AutoZone1.98×Cars & Mobility
Airbnb1.55×Travel & Leisure
Hobby Lobby1.51×Home & Garden
Travel website2.81×Travel & Leisure
Menards1.78×Home & Garden
O'Reilly Auto Parts2.13×Cars & Mobility
Trivago3.91×Travel & Leisure
TripAdvisor2.15×Travel & Leisure
United Parcel Service1.53×Business & Career
Advance Auto Parts1.9×Cars & Mobility
JetBlue2.1×Travel & Leisure
Vacation rental1.98×Travel & Leisure
Google Flights1.56×Travel & Leisure
southwest airlines1.51×Travel & Leisure
Spirit Airlines2.3×Travel & Leisure
Travelocity2.63×Travel & Leisure
Holiday cottage1.92×Travel & Leisure
Frontier Airlines2.1×Travel & Leisure

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Booking.com audience
TraitClusterScore
TravellingTHRILL1.69
Sports ActivityPOWER1.17
Price SensitivityPREMIUM1.15
Family OrientationCONSERVATISM1.09
Design AffinityPREMIUM1.09
IndulgenceJOY1.08

Worldwide distribution

Worldwide audience distribution share by country for Booking.com
CountryShare
United States10.7%
United Kingdom10.2%
Germany8.7%

See Booking.com audiences in other countries

More Travel website audiences in United States

Frequently asked questions

How many fans does Booking.com have in United States?

Booking.com has an estimated audience of 10,078,193 people in United States, concentrated in California and Florida.

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

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

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.

Where do Booking.com fans live in United States?

Booking.com fans in United States are most concentrated in California (reach 1,284,662), Florida (reach 1,026,936), and Texas (reach 822,237). These three regions account for the largest share of the active audience.

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.

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.