Rascasse Audience Intelligence

Marriott Hotels & Resorts Target Market in United States

A data profile of the people who buy, follow and care about Marriott Hotels & Resorts in United States — modelled from more than twelve digital signal sources. Marriott Hotels & Resorts has an estimated audience of 11,846,493 people in United States.

#2among Hotel in United States#297among Brand in United States#264in Travel & Leisure

The average Marriott Hotels & Resorts fan in United States is 45.6 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Australia, Travel Adventures, Google Flights, with strongest over-indexing on Australia (4.35× the country average).

Demographically, the Marriott Hotels & Resorts audience skews more female with an average age of 45.6, 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 Marriott Hotels & Resorts fan in United States is more female, around 45.6 years old, with strong Travelling tendencies and a notable affinity for Australia.

Category: Travel & Leisure · Type: Brand · Subtype: Hotel

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 Marriott Hotels & Resorts profile in United States.

Audience size
11.8M
in United States
Gender
57.5%♀
42.5% male
Age
45.6
average years
Country rank
#3017
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 Marriott Hotels & Resorts

57.5% are female, 42.5% are male, average age 45.6.

Fig. 02

Gender split

57.5%
Female
42.5%
Male
Demographic split for Marriott Hotels & Resorts audience in United States
MetricValue
Female57.5%
Male42.5%
Average age45.6
Estimated audience size11,846,493
Fig. 03

Age distribution

Ø 45.6
average years
Age distribution of the Marriott Hotels & Resorts audience in United States
Age bracketShare%
16-197%
20-2914%
30-3920%
40-4927%
50+33%
Fig. 04

Worldwide distribution

40.4%

of the worldwide Marriott Hotels & Resorts audience comes from United States.

Worldwide audience distribution share by country for Marriott Hotels & Resorts
CountryShare
United States40.4%
China9.8%
India6.3%
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 Marriott Hotels & Resorts audience in United States is strongest.

Fig. 05

Top regions by affinity

Marriott Hotels & Resorts customers by region in United States
#RegionReachAffinity×
01Washington, District of Columbia~80K2.20×
02Hawaii~100K2.17×
03Virginia~500K1.66×
04Maryland~300K1.45×
05Colorado~300K1.44×
06Florida~1M1.39×
07Utah~100K1.32×
08California~1.5M1.29×
09Georgia~500K1.28×
10Massachusetts~300K1.22×
11Connecticut~100K1.14×
12Texas~1M1.11×
13North Carolina~400K1.11×
14South Carolina~200K1.11×
15Washington~300K1.10×
16Arizona~300K1.08×
17Rhode Island~40K1.07×
18New Jersey~300K1.06×
19Illinois~400K1.05×
20Tennessee~300K1.04×
21New Hampshire~50K1.03×
22Nevada~100K1.02×
23Alabama~200K0.99×
24New York~700K0.98×
25Pennsylvania~400K0.93×
26New Mexico~60K0.93×
27Missouri~200K0.90×
28Kansas~90K0.89×
29Ohio~300K0.88×
30Michigan~300K0.88×
31Nebraska~50K0.88×
32Louisiana~100K0.87×
33Delaware~30K0.84×
34Maine~40K0.82×
35Vermont~20K0.81×
36Kentucky~100K0.80×
37Idaho~50K0.80×
38Minnesota~100K0.78×
39Oregon~100K0.78×
40Indiana~200K0.77×
41Montana~30K0.75×
42Wyoming~10K0.75×
43Iowa~70K0.72×
44Mississippi~70K0.68×
45Alaska~20K0.68×
46Wisconsin~100K0.65×
47Arkansas~70K0.65×
48West Virginia~40K0.64×
49Oklahoma~90K0.63×
50South Dakota~10K0.52×
Fig. 06

Affinity by region

Affinity by region — Marriott Hotels & Resorts, United States
0.52×1.00×2.20×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Marriott Hotels & Resorts audience
#·InterestCategoryAffinity×
01Marriott RewardsTravel & Leisure14.47×
02J. Willard MarriottBusiness & Career13.34×
03South AfricaTravel & Leisure5.07×
04Travel AdventuresTravel & Leisure4.64×
05Google FlightsTravel & Leisure4.49×
06AustraliaTravel & Leisure4.35×
07AfricaTravel & Leisure4.28×
08LabCorpHealth3.52×
09Nancy MacePolitics & Society3.16×
10DayBusiness & Career2.65×
11Las VegasTravel & Leisure2.39×
12Google DriveTechnology & Electronics2.15×
13HotelsTravel & Leisure1.97×
14MoneyBusiness & Career1.75×
15Personal financeBusiness & Career1.69×
16BeveragesFood & Beverages1.66×
17U.S. stateTravel & Leisure1.64×
18EducationBusiness & Career1.63×
19FoodFood & Beverages1.57×
20RestaurantsFood & Beverages1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Marriott Hotels & Resorts 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 Marriott Hotels & Resorts audience · What stands out
TraitClusterDeviationScore
TravellingTHRILL3.27×
Quality AwarenessPREMIUM2.06×
Career OrientationPOWER1.73×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Marriott Hotels & Resorts audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.69×
SustainabilityBALANCE0.82×
Early Adopter MentalityPOWER0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Marriott Hotels & Resorts's target market in United States?

Marriott Hotels & Resorts's target market in United States covers an estimated 11,846,493 people, concentrated in California and Texas.

02

What is the gender split and age of Marriott Hotels & Resorts customers?

57.5% of the Marriott Hotels & Resorts audience are female, 42.5% are male, with an average age of 45.6 years.

03

Which brands do Marriott Hotels & Resorts fans like most?

Marriott Hotels & Resorts fans show strongest brand affinity for Australia (4.35×), Travel Adventures (4.64×), and Google Flights (4.49×) over the country average.

04

Where do Marriott Hotels & Resorts fans live in United States?

Marriott Hotels & Resorts fans in United States are most concentrated in California (reach ~1.5M), Texas (reach ~1M), and Florida (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Marriott Hotels & Resorts fans also like?

Beyond Marriott Hotels & Resorts itself, the audience over-indexes on Travel Adventures (4.64×), Google Flights (4.49×), Africa (4.28×), and Food (1.57×) compared to the United States average.

Appendix

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How to read this data

Audience size is the estimated number of people in United States who actively search for Marriott Hotels & Resorts. 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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