Rascasse Audience Intelligence

Kayak Target Market in United States

A data profile of the people who buy, follow and care about Kayak in United States — modelled from more than twelve digital signal sources. Kayak has an estimated audience of 18,691,877 people in United States.

#3among Travel website in United States#176among Brand in United States#157in Travel & Leisure

The average Kayak fan in United States is 42.5 years old, more male, and lives primarily in California.

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

Top brand affinities include Mitch McConnell, Golden Earring, Hostelling International, with strongest over-indexing on Mitch McConnell (1.94× the country average).

Demographically, the Kayak audience skews more male with an average age of 42.5, and over-indexes on personality traits such as Risk Appetite, Community Orientation.

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

The typical Kayak fan in United States is more male, around 42.5 years old, with strong Risk Appetite tendencies and a notable affinity for Mitch McConnell.

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 Kayak profile in United States.

Audience size
18.7M
in United States
Gender
42.9%♀
57.1% male
Age
42.5
average years
Country rank
#1785
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Kayak

42.9% are female, 57.1% are male, average age 42.5.

Fig. 02

Gender split

42.9%
Female
57.1%
Male
Demographic split for Kayak audience in United States
MetricValue
Female42.9%
Male57.1%
Average age42.5
Estimated audience size18,691,877
Fig. 03

Age distribution

Ø 42.5
average years
Age distribution of the Kayak audience in United States
Age bracketShare%
16-1913%
20-2917%
30-3919%
40-4922%
50+28%
Fig. 04

Worldwide distribution

36.6%

of the worldwide Kayak audience comes from United States.

Worldwide audience distribution share by country for Kayak
CountryShare
United States36.6%
France12.7%
United Kingdom5.8%
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 Kayak audience in United States is strongest.

Fig. 05

Top regions by affinity

Kayak customers by region in United States
#RegionReachAffinity×
01Washington, District of Columbia~90K1.57×
02Massachusetts~500K1.46×
03Vermont~50K1.41×
04Florida~1.5M1.38×
05Connecticut~200K1.34×
06New York~1.5M1.33×
07Hawaii~100K1.30×
08Maine~80K1.29×
09New Jersey~600K1.28×
10Colorado~400K1.28×
11Alaska~50K1.28×
12Virginia~600K1.25×
13Montana~60K1.25×
14Oregon~300K1.23×
15New Hampshire~90K1.23×
16Washington~400K1.22×
17California~2.5M1.18×
18Minnesota~300K1.14×
19Wisconsin~300K1.13×
20Rhode Island~60K1.09×
21Maryland~300K1.08×
22Illinois~600K1.04×
23Wyoming~30K1.04×
24Idaho~90K1.02×
25North Carolina~500K0.94×
26Nevada~200K0.94×
27Pennsylvania~600K0.90×
28Michigan~400K0.90×
29Ohio~500K0.89×
30Utah~100K0.89×
31Georgia~500K0.88×
32Iowa~100K0.86×
33Arizona~300K0.84×
34Indiana~300K0.83×
35Texas~1.5M0.82×
36South Carolina~200K0.82×
37Delaware~40K0.82×
38Tennessee~300K0.81×
39South Dakota~30K0.76×
40Missouri~200K0.75×
41Kentucky~200K0.75×
42Nebraska~70K0.75×
43Arkansas~100K0.71×
44Kansas~100K0.71×
45New Mexico~60K0.69×
46Louisiana~200K0.68×
47West Virginia~60K0.68×
48Alabama~200K0.65×
49Oklahoma~100K0.65×
50Mississippi~90K0.58×
Fig. 06

Affinity by region

Affinity by region — Kayak, United States
0.58×1.00×1.57×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Kayak audience
#·InterestCategoryAffinity×
01PferdPets & Animals14.13×
02Golden EarringMusic & Radio8.92×
03PaddleboardingSports4.14×
04Horse & RiderPets & Animals3.99×
05Horse breedingPets & Animals3.82×
06Hostelling InternationalTravel & Leisure3.79×
07Horse trainingPets & Animals3.58×
08Duck huntingSports2.83×
09Google FlightsTravel & Leisure2.39×
10Facebook MessengerInternet & Social Media2.03×
11BoatingTravel & Leisure1.95×
12Mitch McConnellPolitics & Society1.94×
13Melania TrumpPolitics & Society1.92×
14WeekBusiness & Career1.81×
15GmailInternet & Social Media1.79×
16Bank of AmericaBusiness & Career1.71×
17HorsesPets & Animals1.57×
18AirbnbTravel & Leisure1.56×
19CNNMovies & TV1.53×
20CampingTravel & Leisure1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Kayak 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 Kayak audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL1.53×
Community OrientationOPEN1.50×
PatriotismCONSERVATISM1.45×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Kayak audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.94×
Design AffinityPREMIUM1.08×
Urban LifestyleOPEN1.09×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Kayak's target market in United States?

Kayak's target market in United States covers an estimated 18,691,877 people, concentrated in California and Florida.

02

What is the gender split and age of Kayak customers?

42.9% of the Kayak audience are female, 57.1% are male, with an average age of 42.5 years.

03

Which brands do Kayak fans like most?

Kayak fans show strongest brand affinity for Mitch McConnell (1.94×), Golden Earring (8.92×), and Hostelling International (3.79×) over the country average.

04

Where do Kayak fans live in United States?

Kayak fans in United States are most concentrated in California (reach ~2.5M), Florida (reach ~1.5M), and New York (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Kayak fans also like?

Beyond Kayak itself, the audience over-indexes on Golden Earring (8.92×), Hostelling International (3.79×), Horse training (3.58×), and Paddleboarding (4.14×) 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 Kayak audiences in other countries

How to read this data

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