Marriott Rewards Audience in United States

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Marriott Rewards has an estimated audience of 1,334,617 people in United States. 51.7% are female, 48.3% are male, average age 39.9. Top regions: California, Texas, Florida. Top brand affinities: Kia Sportage, Google Flights, Marriott Hotels & Resorts, CheapOair, Motel 6.

The average Marriott Rewards fan in United States is 39.9 years old, balanced, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Kia Sportage, Google Flights, Marriott Hotels & Resorts, with strongest over-indexing on Kia Sportage (30.45× the country average). Demographically, the Marriott Rewards audience skews balanced with an average age of 39.9, and over-indexes on personality traits such as Convenience Orientation, Quality Awareness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of Marriott Rewards fans

Demographic split for Marriott Rewards audience in United States
MetricValue
Female51.7%
Male48.3%
Average age39.9
Estimated audience size1,334,617

Audience persona

The typical Marriott Rewards fan in United States is balanced, around 39.9 years old, with strong Convenience Orientation tendencies and a notable affinity for Kia Sportage.

Top regions in United States

Top regions ranked by reach for Marriott Rewards in United States
RegionReachAffinity
California110,7570.75×
Texas99,7020.87×
Florida98,5661.09×
New York62,2710.83×
Virginia53,4581.64×
Pennsylvania50,7231.13×
Georgia45,9181.12×
Illinois43,1700.97×
Ohio41,7521.02×
North Carolina40,1341×
Michigan34,8011×
New Jersey31,6330.93×
Massachusetts28,9931.1×
Tennessee27,5741.03×
Maryland25,3381.1×
Indiana24,5721.01×
Colorado23,4441.11×
South Carolina22,3321.11×
Arizona22,0460.81×
Missouri21,9011.02×
Alabama21,3691.15×
Minnesota20,8911.09×
Washington20,4940.77×
Wisconsin20,3121.01×
Kentucky16,2880.97×
Louisiana15,8580.92×
Connecticut14,9361.12×
Iowa13,9591.27×
Oklahoma12,3320.83×
Utah11,7110.98×
Kansas10,8591.03×
Oregon10,4420.68×
Nevada10,0220.78×
Mississippi9,6650.88×
Arkansas9,1670.83×
Nebraska7,4641.12×
New Hampshire6,3521.21×
Idaho5,6950.85×
Hawaii5,6100.98×
New Mexico5,6000.84×
West Virginia5,5120.89×
Maine5,1181.07×
Washington, District of Columbia5,0961.27×
Rhode Island4,0480.95×
Montana3,8901.05×
South Dakota3,6411.18×
Delaware3,2680.89×
North Dakota2,9001.06×
Vermont2,5041.07×
Alaska2,1540.75×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Marriott Rewards audience
BrandAffinityCategory
Kia Sportage30.45×Cars & Mobility
Google Flights6.31×Travel & Leisure
Marriott Hotels & Resorts10×Travel & Leisure
CheapOair14.47×Travel & Leisure
Motel 614.47×Travel & Leisure
Capital One3.58×Business & Career
Indeed.com3.64×Business & Career
Autism Awareness8.15×Health
Diabetes mellitus awareness5.68×Health
Western Union6.98×Business & Career
Honda HR-V20.61×Cars & Mobility
Google Maps3×Internet & Social Media
JetBlue5×Travel & Leisure
Anjelica Huston14.47×Movies & TV
Singer-songwriter2.78×Music & Radio
Livemusic3.58×Music & Radio
Allegiant Air8.39×Travel & Leisure
Hilton Garden Inn11.8×Travel & Leisure
Pre-school playgroup22.01×Kids & Family
Society614.47×Shopping

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Marriott Rewards audience
TraitClusterScore
Convenience OrientationPREMIUM2.28
Quality AwarenessPREMIUM1.73
Luxury OrientationPREMIUM1.71
Design AffinityPREMIUM1.6
TravellingTHRILL1.51
IndulgenceJOY1.28

Worldwide distribution

Worldwide audience distribution share by country for Marriott Rewards
CountryShare
United States63.3%
Mexico13.3%
Spain11.9%

See Marriott Rewards audiences in other countries

More Hotel audiences in United States

Frequently asked questions

How many fans does Marriott Rewards have in United States?

Marriott Rewards has an estimated audience of 1,334,617 people in United States, concentrated in California and Texas.

What is the gender split and age of Marriott Rewards fans?

51.7% of Marriott Rewards fans are female, 48.3% are male, with an average age of 39.9 years.

Which brands do Marriott Rewards fans like most?

Marriott Rewards fans show strongest brand affinity for Kia Sportage (30.45×), Google Flights (6.31×), and Marriott Hotels & Resorts (10×) over the country average.

Where do Marriott Rewards fans live in United States?

Marriott Rewards fans in United States are most concentrated in California (reach 110,757), Texas (reach 99,702), and Florida (reach 98,566). These three regions account for the largest share of the active audience.

What other brands do Marriott Rewards fans also like?

Beyond Marriott Rewards itself, the audience over-indexes on Google Flights (6.31×), Marriott Hotels & Resorts (10×), CheapOair (14.47×), and Motel 6 (14.47×) compared to the United States average.

How to read this data

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