Rascasse Audience Intelligence

Kayak.com Target Market in United States

A data profile of the people who buy, follow and care about Kayak.com in United States — modelled from more than twelve digital signal sources. Kayak.com has an estimated audience of 2,934,460 people in United States.

#1077among Brand in United States#840in Travel & Leisure

The average Kayak.com fan in United States is 44.0 years old, more female, and lives primarily in California.

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

Top brand affinities include Expedia, Kayak, Cheapflights, with strongest over-indexing on Expedia (11.22× the country average).

Demographically, the Kayak.com audience skews more female with an average age of 44.0, 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 Kayak.com fan in United States is more female, around 44.0 years old, with strong Travelling tendencies and a notable affinity for Expedia.

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 Kayak.com profile in United States.

Audience size
2.9M
in United States
Gender
57.4%♀
42.6% male
Age
44.0
average years
Country rank
#10491
Brand in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Kayak.com

57.4% are female, 42.6% are male, average age 44.0.

Fig. 02

Gender split

57.4%
Female
42.6%
Male
Demographic split for Kayak.com audience in United States
MetricValue
Female57.4%
Male42.6%
Average age44.0
Estimated audience size2,934,460
Fig. 03

Age distribution

Ø 44.0
average years
Age distribution of the Kayak.com audience in United States
Age bracketShare%
16-198%
20-2917%
30-3921%
40-4924%
50+30%
Fig. 04

Worldwide distribution

98.6%

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

Worldwide audience distribution share by country for Kayak.com
CountryShare
United States98.6%
Brazil0.1%
India0.1%
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 Kayak.com audience in United States is strongest.

Fig. 05

Top regions by affinity

Kayak.com customers by region in United States
#RegionReachAffinity×
01Hawaii~30K2.13×
02Massachusetts~80K1.46×
03Florida~300K1.44×
04Alaska~8K1.34×
05Montana~10K1.33×
06Washington, District of Columbia~10K1.32×
07New York~200K1.31×
08Virginia~90K1.31×
09Colorado~60K1.30×
10Connecticut~40K1.30×
11Vermont~7K1.29×
12New Jersey~90K1.27×
13Maine~10K1.25×
14New Hampshire~10K1.19×
15California~400K1.15×
16Washington~70K1.15×
17Oregon~40K1.13×
18Rhode Island~10K1.11×
19Wisconsin~50K1.10×
20Nevada~30K1.08×
21Maryland~50K1.07×
22Idaho~20K1.06×
23Minnesota~40K1.02×
24Georgia~90K0.99×
25Illinois~90K0.97×
26Arizona~60K0.97×
27South Carolina~40K0.94×
28Utah~20K0.92×
29Delaware~7K0.91×
30Iowa~20K0.89×
31South Dakota~6K0.87×
32North Dakota~5K0.85×
33North Carolina~70K0.84×
34Michigan~60K0.84×
35Nebraska~10K0.84×
36Pennsylvania~80K0.82×
37Kansas~20K0.81×
38Ohio~70K0.78×
39New Mexico~10K0.78×
40West Virginia~10K0.77×
41Tennessee~40K0.74×
42Texas~200K0.73×
43Arkansas~20K0.72×
44Louisiana~30K0.71×
45Indiana~40K0.70×
46Mississippi~20K0.70×
47Kentucky~20K0.68×
48Oklahoma~20K0.64×
49Missouri~30K0.63×
50Alabama~30K0.63×
Fig. 06

Affinity by region

Affinity by region — Kayak.com, United States
0.63×1.00×2.13×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Kayak.com audience
#·InterestCategoryAffinity×
01MomondoTravel & Leisure24.46×
02K-DramasMovies & TV21.53×
03CheapflightsTravel & Leisure20.80×
04Priceline.comShopping15.29×
05Virgin AtlanticTravel & Leisure14.16×
06ExpediaTravel & Leisure11.22×
07KayakTravel & Leisure9.79×
08British AirwaysTravel & Leisure9.79×
09TrivagoTravel & Leisure9.73×
10TravelocityTravel & Leisure9.63×
11CheapOairTravel & Leisure8.72×
12OrbitzTravel & Leisure8.02×
13Spirit AirlinesTravel & Leisure7.66×
14Travel websiteTravel & Leisure7.13×
15JetBlueTravel & Leisure6.44×
16Alaska AirlinesTravel & Leisure4.91×
17Travel AdventuresTravel & Leisure4.26×
18Bank of AmericaBusiness & Career3.41×
19ChaseBusiness & Career2.90×
20AirbnbTravel & Leisure2.49×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Kayak.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 Kayak.com audience · What stands out
TraitClusterDeviationScore
TravellingTHRILL2.47×
Quality AwarenessPREMIUM2.23×
IndulgenceJOY1.62×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Kayak.com audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.84×
PatriotismCONSERVATISM0.85×
Need for SecurityCONSERVATISM0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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

Kayak.com's target market in United States covers an estimated 2,934,460 people, concentrated in California and Florida.

02

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

57.4% of the Kayak.com audience are female, 42.6% are male, with an average age of 44.0 years.

03

Which brands do Kayak.com fans like most?

Kayak.com fans show strongest brand affinity for Expedia (11.22×), Kayak (9.79×), and Cheapflights (20.8×) over the country average.

04

Where do Kayak.com fans live in United States?

Kayak.com fans in United States are most concentrated in California (reach ~400K), Florida (reach ~300K), and New York (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Kayak.com fans also like?

Beyond Kayak.com itself, the audience over-indexes on Kayak (9.79×), Cheapflights (20.8×), Priceline.com (15.29×), and Travel website (7.13×) 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 Kayak.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 Kayak.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.

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