Rascasse Audience Intelligence

Hotels.com Target Market in United States

A data profile of the people who buy, follow and care about Hotels.com in United States — modelled from more than twelve digital signal sources. Hotels.com has an estimated audience of 6,092,501 people in United States.

#8among Travel website in United States#583among Brand in United States#476in Travel & Leisure

The average Hotels.com fan in United States is 43.1 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Florida, Texas.

Top brand affinities include Road trip, Expedia, TripAdvisor, with strongest over-indexing on Road trip (5.25× the country average).

Demographically, the Hotels.com audience skews balanced with an average age of 43.1, and over-indexes on personality traits such as Community Orientation, Quality Awareness.

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

The typical Hotels.com fan in United States is balanced, around 43.1 years old, with strong Community Orientation tendencies and a notable affinity for Road trip.

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 Hotels.com profile in United States.

Audience size
6.1M
in United States
Gender
54.2%♀
45.8% male
Age
43.1
average years
Country rank
#5648
Brand in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Hotels.com

54.2% are female, 45.8% are male, average age 43.1.

Fig. 02

Gender split

54.2%
Female
45.8%
Male
Demographic split for Hotels.com audience in United States
MetricValue
Female54.2%
Male45.8%
Average age43.1
Estimated audience size6,092,501
Fig. 03

Age distribution

Ø 43.1
average years
Age distribution of the Hotels.com audience in United States
Age bracketShare%
16-1911%
20-2916%
30-3920%
40-4924%
50+28%
Fig. 04

Worldwide distribution

41.4%

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

Worldwide audience distribution share by country for Hotels.com
CountryShare
United States41.4%
United Kingdom15.0%
Japan9.8%
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 Hotels.com audience in United States is strongest.

Fig. 05

Top regions by affinity

Hotels.com customers by region in United States
#RegionReachAffinity×
01Arizona~200K1.47×
02Nevada~80K1.44×
03New Mexico~40K1.39×
04Wyoming~10K1.36×
05Florida~500K1.30×
06Montana~20K1.21×
07Colorado~100K1.19×
08Hawaii~30K1.19×
09California~800K1.18×
10North Dakota~10K1.17×
11South Dakota~20K1.16×
12South Carolina~100K1.10×
13Louisiana~90K1.10×
14Georgia~200K1.07×
15Mississippi~50K1.07×
16Idaho~30K1.03×
17Texas~500K1.00×
18New Hampshire~20K1.00×
19Utah~50K0.99×
20Maine~20K0.99×
21Delaware~20K0.99×
22Tennessee~100K0.98×
23Alabama~80K0.98×
24Maryland~100K0.97×
25Oregon~70K0.97×
26Massachusetts~100K0.96×
27Illinois~200K0.95×
28Wisconsin~90K0.95×
29Connecticut~60K0.95×
30Alaska~10K0.94×
31North Carolina~200K0.93×
32Virginia~100K0.93×
33Iowa~50K0.92×
34Missouri~90K0.91×
35Minnesota~80K0.91×
36Rhode Island~20K0.90×
37Indiana~100K0.87×
38Washington~100K0.86×
39Washington, District of Columbia~20K0.86×
40New Jersey~100K0.85×
41Michigan~100K0.84×
42Arkansas~40K0.84×
43Nebraska~30K0.84×
44Kentucky~60K0.81×
45West Virginia~20K0.81×
46Pennsylvania~200K0.80×
47Oklahoma~50K0.80×
48Kansas~40K0.80×
49New York~300K0.79×
50Ohio~100K0.77×
Fig. 06

Affinity by region

Affinity by region — Hotels.com, United States
0.77×1.00×1.47×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hotels.com audience
#·InterestCategoryAffinity×
01International educationBusiness & Career7.83×
02CheapOairTravel & Leisure7.52×
03Kayak.comTravel & Leisure7.14×
04British AirwaysTravel & Leisure5.47×
05Road tripTravel & Leisure5.25×
06OrbitzTravel & Leisure5.09×
07TravelocityTravel & Leisure4.80×
08TrivagoTravel & Leisure4.74×
09Allegiant AirTravel & Leisure4.57×
10TripAdvisorTravel & Leisure4.40×
11ExpediaTravel & Leisure3.33×
12Spirit AirlinesTravel & Leisure3.25×
13Non-fiction booksLiterature3.00×
14Google FlightsTravel & Leisure2.79×
15JetBlueTravel & Leisure2.71×
16Enterprise Rent-A-CarCars & Mobility2.55×
17AirbnbTravel & Leisure2.05×
18The UPS StoreShopping2.02×
19GamblingGames1.76×
20VacationsTravel & Leisure1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hotels.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 Hotels.com audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN2.36×
Quality AwarenessPREMIUM1.67×
TravellingTHRILL1.56×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hotels.com audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.73×
TraditionCONSERVATISM0.79×
IndividualismJOY0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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

Hotels.com's target market in United States covers an estimated 6,092,501 people, concentrated in California and Florida.

02

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

54.2% of the Hotels.com audience are female, 45.8% are male, with an average age of 43.1 years.

03

Which brands do Hotels.com fans like most?

Hotels.com fans show strongest brand affinity for Road trip (5.25×), Expedia (3.33×), and TripAdvisor (4.4×) over the country average.

04

Where do Hotels.com fans live in United States?

Hotels.com fans in United States are most concentrated in California (reach ~800K), Florida (reach ~500K), and Texas (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Hotels.com fans also like?

Beyond Hotels.com itself, the audience over-indexes on Expedia (3.33×), TripAdvisor (4.4×), CheapOair (7.52×), and Airbnb (2.05×) 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 Hotels.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 Hotels.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.

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →