Rascasse Audience Intelligence

Lodging Audience in United States

A data profile of the people who buy, follow and care about Lodging in United States — modelled from more than twelve digital signal sources. Lodging has an estimated audience of 34,155,552 people in United States.

#8among Travel type in United States#524among Topic in United States#58in Travel & Leisure

The average Lodging fan in United States is 45.9 years old, more female, and lives primarily in California.

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

Top brand affinities include Hotels, United States, Family, with strongest over-indexing on Hotels (2.06× the country average).

Demographically, the Lodging audience skews more female with an average age of 45.9, and over-indexes on personality traits such as DIY Mentality, Community Orientation.

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

The typical Lodging fan in United States is more female, around 45.9 years old, with strong DIY Mentality tendencies and a notable affinity for Hotels.

Category: Travel & Leisure · Type: Topic · Subtype: Travel type

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 Lodging profile in United States.

Audience size
34.2M
in United States
Gender
59.3%♀
40.7% male
Age
45.9
average years
Country rank
#746
Topic in United States
Fig. 01

Search interest · 12-month trend

+64%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Lodging fans

59.3% are female, 40.7% are male, average age 45.9.

Fig. 02

Gender split

59.3%
Female
40.7%
Male
Demographic split for Lodging audience in United States
MetricValue
Female59.3%
Male40.7%
Average age45.9
Estimated audience size34,155,552
Fig. 03

Age distribution

Ø 45.9
average years
Age distribution of the Lodging audience in United States
Age bracketShare%
16-196%
20-2913%
30-3920%
40-4926%
50+35%
Fig. 04

Worldwide distribution

20.0%

of the worldwide Lodging audience comes from United States.

Worldwide audience distribution share by country for Lodging
CountryShare
United States20.0%
United Kingdom6.8%
Italy6.7%
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 Lodging audience in United States is strongest.

Fig. 05

Top regions by affinity

Lodging fans by region: top regions in United States
#RegionReachAffinity×
01Alaska~200K3.00×
02Wyoming~100K2.50×
03Oregon~900K2.19×
04Montana~200K1.99×
05Washington~1.5M1.96×
06Colorado~900K1.62×
07Minnesota~800K1.59×
08Vermont~90K1.53×
09Idaho~200K1.42×
10Tennessee~900K1.36×
11Wisconsin~700K1.34×
12New Mexico~200K1.22×
13Ohio~1M1.18×
14Maine~100K1.17×
15Utah~400K1.16×
16New Hampshire~200K1.11×
17California~4M1.08×
18South Dakota~90K1.08×
19Kansas~300K0.98×
20Michigan~800K0.94×
21Virginia~700K0.90×
22Hawaii~100K0.88×
23New York~1.5M0.87×
24Missouri~500K0.86×
25Iowa~200K0.81×
26Arkansas~200K0.80×
27Massachusetts~500K0.79×
28Arizona~500K0.77×
29Indiana~500K0.77×
30West Virginia~100K0.76×
31Illinois~900K0.75×
32North Carolina~800K0.75×
33Nebraska~100K0.74×
34Washington, District of Columbia~80K0.74×
35Texas~2M0.73×
36Kentucky~300K0.73×
37Pennsylvania~800K0.72×
38Connecticut~200K0.72×
39Nevada~200K0.71×
40New Jersey~600K0.69×
41Maryland~400K0.69×
42Mississippi~200K0.67×
43South Carolina~300K0.66×
44Delaware~60K0.66×
45Oklahoma~200K0.65×
46Rhode Island~70K0.65×
47Alabama~300K0.63×
48Florida~1.5M0.62×
49Louisiana~300K0.60×
50Georgia~600K0.53×
Fig. 06

Affinity by region

Affinity by region — Lodging, United States
0.53×1.00×3.00×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Lodging audience
#·InterestCategoryAffinity×
01RefrigeratorHome & Garden2.92×
02HotelsTravel & Leisure2.06×
03American AirlinesTravel & Leisure2.04×
04U.S. stateTravel & Leisure1.85×
05KitchenHome & Garden1.80×
06EmploymentBusiness & Career1.75×
07HouseHome & Garden1.73×
08MedicineBusiness & Career1.63×
09MoneyBusiness & Career1.63×
10NatureHome & Garden1.62×
11United StatesTravel & Leisure1.61×
12FamilyKids & Family1.58×
13AutomobilesCars & Mobility1.55×
14BusinessBusiness & Career1.54×
15Real estateBusiness & Career1.54×
16ChildKids & Family1.53×
17SoftwareTechnology & Electronics1.53×
18CosmeticsBeauty & Wellness1.52×
19Home improvementHome & Garden1.51×
20LeisureTravel & Leisure1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Lodging 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 Lodging audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL1.51×
Community OrientationOPEN1.47×
CreativityOPEN1.42×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Lodging audience · Rather not
TraitClusterDeviationScore
Urban LifestyleOPEN1.04×
Pet OwnershipJOY1.04×
Healthy LifestyleBALANCE1.05×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Lodging have in United States?

Lodging has an estimated audience of 34,155,552 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Lodging fans?

59.3% of Lodging fans are female, 40.7% are male, with an average age of 45.9 years.

03

Which brands do Lodging fans like most?

Lodging fans show strongest brand affinity for Hotels (2.06×), United States (1.61×), and Family (1.58×) over the country average.

04

Where do Lodging fans live in United States?

Lodging fans in United States are most concentrated in California (reach ~4M), Texas (reach ~2M), and New York (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Lodging fans also like?

Beyond Lodging itself, the audience over-indexes on United States (1.61×), Family (1.58×), U.S. state (1.85×), and Business (1.54×) compared to the United States average.

Appendix

Explore more audiences

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

More Travel type audiences in United States

See Lodging audiences in other countries

How to read this data

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