Rascasse Audience Intelligence

HRS Target Market in United States

A data profile of the people who buy, follow and care about HRS in United States — modelled from more than twelve digital signal sources. HRS has an estimated audience of 1,026,492 people in United States.

#2370among Brand in United States#1744in Travel & Leisure

The average HRS fan in United States is 44.4 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Anjelica Huston, CheapOair, TransUnion, with strongest over-indexing on Anjelica Huston (85.06× the country average).

Demographically, the HRS audience skews more female with an average age of 44.4, 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 HRS fan in United States is more female, around 44.4 years old, with strong Travelling tendencies and a notable affinity for Anjelica Huston.

Category: Travel & Leisure · Type: Brand

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 HRS profile in United States.

Audience size
1M
in United States
Gender
56.8%♀
43.2% male
Age
44.4
average years
Country rank
#23264
Brand in United States
Fig. 01

Search interest · 12-month trend

+54%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of HRS

56.8% are female, 43.2% are male, average age 44.4.

Fig. 02

Gender split

56.8%
Female
43.2%
Male
Demographic split for HRS audience in United States
MetricValue
Female56.8%
Male43.2%
Average age44.4
Estimated audience size1,026,492
Fig. 03

Age distribution

Ø 44.4
average years
Age distribution of the HRS audience in United States
Age bracketShare%
16-1910%
20-2915%
30-3919%
40-4924%
50+32%
Fig. 04

Worldwide distribution

7.3%

of the worldwide HRS audience comes from United States.

Worldwide audience distribution share by country for HRS
CountryShare
Croatia16.1%
Germany12.7%
United States7.3%
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 HRS audience in United States is strongest.

Fig. 05

Top regions by affinity

HRS customers by region in United States
#RegionReachAffinity×
01Hawaii~5K1.34×
02Oregon~10K1.16×
03Utah~10K1.16×
04California~100K1.12×
05Washington~20K1.08×
06New Mexico~5K1.08×
07Missouri~20K1.06×
08Michigan~30K1.05×
09Indiana~20K1.05×
10Alaska~2K1.05×
11New York~50K1.04×
12Montana~3K1.04×
13Virginia~20K1.02×
14Idaho~5K1.02×
15Ohio~30K1.01×
16Kentucky~10K1.01×
17Oklahoma~10K1.01×
18Illinois~30K1.00×
19Georgia~30K1.00×
20Iowa~8K1.00×
21Arkansas~8K1.00×
22West Virginia~4K1.00×
23Maine~3K1.00×
24Pennsylvania~30K0.99×
25Wisconsin~10K0.99×
26Minnesota~10K0.99×
27Alabama~10K0.99×
28Vermont~2K0.99×
29Texas~80K0.98×
30Massachusetts~20K0.98×
31Kansas~7K0.98×
32Nebraska~5K0.98×
33South Dakota~2K0.98×
34Connecticut~9K0.97×
35Nevada~9K0.97×
36North Dakota~2K0.97×
37New Jersey~20K0.96×
38Louisiana~10K0.96×
39Florida~60K0.95×
40South Carolina~10K0.95×
41New Hampshire~3K0.95×
42Arizona~20K0.94×
43Tennessee~20K0.94×
44Rhode Island~3K0.94×
45Maryland~10K0.93×
46Delaware~2K0.93×
47North Carolina~30K0.92×
48Mississippi~7K0.92×
49Colorado~10K0.89×
50Washington, District of Columbia~2K0.82×
Fig. 06

Affinity by region

Affinity by region — HRS, United States
0.82×1.00×1.34×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for HRS audience
#·InterestCategoryAffinity×
01Renaissance HotelsTravel & Leisure135.42×
02China Eastern AirlinesTravel & Leisure129.07×
03Anjelica HustonMovies & TV85.06×
04CDWTechnology & Electronics81.10×
05The A-TeamMovies & TV65.75×
06Copa AirlinesTravel & Leisure58.64×
07Four Points by SheratonTravel & Leisure54.54×
08TomTomTechnology & Electronics49.29×
09Pitney BowesTechnology & Electronics46.80×
10CheapOairTravel & Leisure45.86×
11TransUnionTechnology & Electronics43.80×
12Alamo Rent a CarCars & Mobility29.74×
13Laurence FishburneMovies & TV29.66×
14Stanley SteemerHome & Garden29.07×
15Choice HotelsTravel & Leisure18.82×
16Hampton InnTravel & Leisure18.04×
17AetnaBusiness & Career16.49×
18TrivagoTravel & Leisure13.13×
19Bank of AmericaBusiness & Career9.91×
20ExpediaTravel & Leisure6.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the HRS 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 HRS audience · What stands out
TraitClusterDeviationScore
TravellingTHRILL2.14×
Quality AwarenessPREMIUM1.74×
IndulgenceJOY1.41×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by HRS audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.87×
DIY MentalityTHRILL0.90×
TraditionCONSERVATISM0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is HRS's target market in United States?

HRS's target market in United States covers an estimated 1,026,492 people, concentrated in California and Texas.

02

What is the gender split and age of HRS customers?

56.8% of the HRS audience are female, 43.2% are male, with an average age of 44.4 years.

03

Which brands do HRS fans like most?

HRS fans show strongest brand affinity for Anjelica Huston (85.06×), CheapOair (45.86×), and TransUnion (43.8×) over the country average.

04

Where do HRS fans live in United States?

HRS fans in United States are most concentrated in California (reach ~100K), Texas (reach ~80K), and Florida (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do HRS fans also like?

Beyond HRS itself, the audience over-indexes on CheapOair (45.86×), TransUnion (43.8×), Renaissance Hotels (135.42×), and The A-Team (65.75×) compared to the United States average.

Appendix

Explore more audiences

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

More Travel & Leisure audiences in United States

See HRS audiences in other countries

How to read this data

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