Rascasse Audience Intelligence

Expedia Target Market in United States

A data profile of the people who buy, follow and care about Expedia in United States — modelled from more than twelve digital signal sources. Expedia has an estimated audience of 38,927,034 people in United States.

#2among Travel website in United States#62among Brand in United States#46in Travel & Leisure

The average Expedia fan in United States is 43.7 years old, more female, and lives primarily in California.

The audience is concentrated in California, Florida, New York.

Top brand affinities include Google Flights, American Airlines, Orbitz, with strongest over-indexing on Google Flights (5.27× the country average).

Demographically, the Expedia audience skews more female with an average age of 43.7, and over-indexes on personality traits such as Travelling, Quality Awareness.

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

The typical Expedia fan in United States is more female, around 43.7 years old, with strong Travelling tendencies and a notable affinity for Google Flights.

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 Expedia profile in United States.

Audience size
38.9M
in United States
Gender
55.2%♀
44.8% male
Age
43.7
average years
Country rank
#599
Brand in United States
Fig. 01

Search interest · 12-month trend

+27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Expedia

55.2% are female, 44.8% are male, average age 43.7.

Fig. 02

Gender split

55.2%
Female
44.8%
Male
Demographic split for Expedia audience in United States
MetricValue
Female55.2%
Male44.8%
Average age43.7
Estimated audience size38,927,034
Fig. 03

Age distribution

Ø 43.7
average years
Age distribution of the Expedia audience in United States
Age bracketShare%
16-1911%
20-2916%
30-3920%
40-4924%
50+30%
Fig. 04

Worldwide distribution

42.7%

of the worldwide Expedia audience comes from United States.

Worldwide audience distribution share by country for Expedia
CountryShare
United States42.7%
Canada7.9%
United Kingdom5.1%
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 Expedia audience in United States is strongest.

Fig. 05

Top regions by affinity

Expedia customers by region in United States
#RegionReachAffinity×
01New York~3M1.49×
02New Jersey~1.5M1.45×
03Washington~1M1.44×
04Massachusetts~1M1.43×
05Florida~3.5M1.40×
06Connecticut~500K1.40×
07Hawaii~200K1.34×
08Nevada~500K1.29×
09California~5M1.25×
10Colorado~700K1.16×
11Oregon~500K1.15×
12Rhode Island~100K1.14×
13New Hampshire~200K1.12×
14Idaho~200K1.11×
15Vermont~70K1.11×
16Illinois~1.5M1.10×
17Maine~100K1.08×
18Washington, District of Columbia~100K1.08×
19Montana~100K1.08×
20Wisconsin~600K1.02×
21Minnesota~500K1.01×
22Alaska~80K1.00×
23Virginia~900K0.99×
24Maryland~600K0.99×
25Delaware~100K0.97×
26Pennsylvania~1M0.95×
27Arizona~700K0.94×
28Utah~300K0.94×
29Texas~3M0.93×
30South Dakota~80K0.91×
31Georgia~1M0.90×
32North Carolina~1M0.90×
33South Carolina~500K0.90×
34Michigan~800K0.87×
35Iowa~300K0.87×
36Nebraska~200K0.87×
37North Dakota~60K0.86×
38Louisiana~400K0.84×
39Indiana~500K0.79×
40Kansas~200K0.79×
41New Mexico~100K0.79×
42Ohio~900K0.78×
43Missouri~500K0.76×
44Tennessee~500K0.73×
45Oklahoma~300K0.68×
46Arkansas~200K0.68×
47Mississippi~200K0.67×
48Kentucky~300K0.66×
49Alabama~300K0.64×
50West Virginia~100K0.59×
Fig. 06

Affinity by region

Affinity by region — Expedia, United States
0.59×1.00×1.49×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Expedia audience
#·InterestCategoryAffinity×
01OrbitzTravel & Leisure8.38×
02Priceline.comShopping7.45×
03TravelocityTravel & Leisure7.33×
04SkyscannerTravel & Leisure6.18×
05CheapOairTravel & Leisure6.02×
06Allegiant AirTravel & Leisure5.89×
07Google FlightsTravel & Leisure5.27×
08TrivagoTravel & Leisure5.15×
09JetBlueTravel & Leisure4.82×
10Frontier AirlinesTravel & Leisure4.31×
11Spirit AirlinesTravel & Leisure4.21×
12Travel agencyTravel & Leisure3.80×
13American AirlinesTravel & Leisure3.58×
14Travel websiteTravel & Leisure3.58×
15TripAdvisorTravel & Leisure3.42×
16United AirlinesTravel & Leisure3.17×
17AirbnbTravel & Leisure2.65×
18Bank of AmericaBusiness & Career2.31×
19LodgingTravel & Leisure2.11×
20VacationsTravel & Leisure1.70×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Expedia 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 Expedia audience · What stands out
TraitClusterDeviationScore
TravellingTHRILL2.21×
Quality AwarenessPREMIUM1.36×
Community OrientationOPEN1.31×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Expedia audience · Rather not
TraitClusterDeviationScore
Healthy LifestyleBALANCE0.98×
SpiritualityBALANCE0.99×
Pet OwnershipJOY1.01×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Expedia's target market in United States?

Expedia's target market in United States covers an estimated 38,927,034 people, concentrated in California and Florida.

02

What is the gender split and age of Expedia customers?

55.2% of the Expedia audience are female, 44.8% are male, with an average age of 43.7 years.

03

Which brands do Expedia fans like most?

Expedia fans show strongest brand affinity for Google Flights (5.27×), American Airlines (3.58×), and Orbitz (8.38×) over the country average.

04

Where do Expedia fans live in United States?

Expedia fans in United States are most concentrated in California (reach ~5M), Florida (reach ~3.5M), and New York (reach ~3M). These three regions account for the largest share of the active audience.

05

What other brands do Expedia fans also like?

Beyond Expedia itself, the audience over-indexes on American Airlines (3.58×), Orbitz (8.38×), Travelocity (7.33×), and Airbnb (2.65×) 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 Expedia audiences in other countries

How to read this data

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