Rascasse Audience Intelligence

Marriott Rewards Target Market in United States

A data profile of the people who buy, follow and care about Marriott Rewards in United States — modelled from more than twelve digital signal sources. Marriott Rewards has an estimated audience of 1,400,856 people in United States.

#29among Hotel in United States#1914among Brand in United States#1429in Travel & Leisure

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 Marriott Hotels & Resorts, Google Flights, CheapOair, with strongest over-indexing on Marriott Hotels & Resorts (14.47× 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.

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 Marriott Hotels & Resorts.

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 Rewards profile in United States.

Audience size
1.4M
in United States
Gender
51.7%♀
48.3% male
Age
39.9
average years
Country rank
#18685
Brand in United States
Fig. 01

Search interest · 12-month trend

-2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Marriott Rewards

51.7% are female, 48.3% are male, average age 39.9.

Fig. 02

Gender split

51.7%
Female
48.3%
Male
Demographic split for Marriott Rewards audience in United States
MetricValue
Female51.7%
Male48.3%
Average age39.9
Estimated audience size1,400,856
Fig. 03

Age distribution

Ø 39.9
average years
Age distribution of the Marriott Rewards audience in United States
Age bracketShare%
16-1919%
20-2914%
30-3921%
40-4930%
50+16%
Fig. 04

Worldwide distribution

55.4%

of the worldwide Marriott Rewards audience comes from United States.

Worldwide audience distribution share by country for Marriott Rewards
CountryShare
United States55.4%
Mexico20.8%
Spain14.2%
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 Rewards audience in United States is strongest.

Fig. 05

Top regions by affinity

Marriott Rewards customers by region in United States
#RegionReachAffinity×
01Kansas~10K1.23×
02Virginia~40K1.16×
03Iowa~10K1.16×
04Alabama~20K1.14×
05Georgia~50K1.13×
06Washington, District of Columbia~4K1.12×
07Wisconsin~20K1.11×
08Missouri~20K1.10×
09South Dakota~3K1.09×
10North Dakota~3K1.09×
11Colorado~20K1.08×
12South Carolina~20K1.07×
13Connecticut~10K1.06×
14New Hampshire~6K1.06×
15Indiana~30K1.05×
16Nebraska~7K1.05×
17Tennessee~30K1.04×
18Utah~10K1.04×
19Montana~4K1.04×
20Michigan~40K1.03×
21Louisiana~20K1.02×
22Maine~5K1.02×
23Pennsylvania~50K1.01×
24Ohio~40K1.01×
25Massachusetts~30K1.01×
26Maryland~20K1.00×
27Minnesota~20K1.00×
28Vermont~2K1.00×
29Florida~90K0.99×
30Kentucky~20K0.99×
31Rhode Island~4K0.99×
32Hawaii~6K0.98×
33Mississippi~10K0.97×
34West Virginia~6K0.97×
35Delaware~4K0.97×
36Idaho~6K0.96×
37North Carolina~40K0.95×
38Alaska~3K0.94×
39Arkansas~10K0.92×
40Illinois~40K0.91×
41New Jersey~30K0.91×
42Oklahoma~10K0.91×
43New Mexico~6K0.91×
44Arizona~20K0.86×
45Nevada~10K0.82×
46Texas~90K0.81×
47Washington~20K0.80×
48New York~60K0.79×
49California~100K0.76×
50Oregon~10K0.75×
Fig. 06

Affinity by region

Affinity by region — Marriott Rewards, United States
0.75×1.00×1.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Marriott Rewards audience
#·InterestCategoryAffinity×
01Marriott Hotels & ResortsTravel & Leisure14.47×
02CheapOairTravel & Leisure14.47×
03Motel 6Travel & Leisure14.47×
04Society6Shopping14.47×
05Red Roof InnTravel & Leisure14.47×
06Residence Inn by MarriottTravel & Leisure14.47×
07Days InnTravel & Leisure14.47×
08Fairfield Inn by MarriottTravel & Leisure14.47×
09Allegiant AirTravel & Leisure7.94×
10Hampton InnTravel & Leisure7.62×
11Choice HotelsTravel & Leisure7.52×
12Google FlightsTravel & Leisure6.98×
13Western UnionBusiness & Career6.68×
14JetBlueTravel & Leisure4.76×
15Royal Caribbean Cruises Ltd.Travel & Leisure3.88×
16Spirit AirlinesTravel & Leisure3.57×
17American ExpressBusiness & Career2.75×
18ExpediaTravel & Leisure2.32×
19Bank of AmericaBusiness & Career1.83×
20Trader Joe'sShopping1.80×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Marriott Rewards 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 Rewards audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM2.36×
Quality AwarenessPREMIUM1.91×
TravellingTHRILL1.58×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Marriott Rewards audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.84×
TraditionCONSERVATISM0.85×
MindfulnessBALANCE0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Marriott Rewards's target market in United States?

Marriott Rewards's target market in United States covers an estimated 1,400,856 people, concentrated in California and Texas.

02

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

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

03

Which brands do Marriott Rewards fans like most?

Marriott Rewards fans show strongest brand affinity for Marriott Hotels & Resorts (14.47×), Google Flights (6.98×), and CheapOair (14.47×) over the country average.

04

Where do Marriott Rewards fans live in United States?

Marriott Rewards fans in United States are most concentrated in California (reach ~100K), Texas (reach ~90K), and Florida (reach ~90K). These three regions account for the largest share of the active audience.

05

What other brands do Marriott Rewards fans also like?

Beyond Marriott Rewards itself, the audience over-indexes on Google Flights (6.98×), CheapOair (14.47×), Motel 6 (14.47×), and Western Union (6.68×) compared to the United States average.

Appendix

Explore more audiences

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

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See Marriott Rewards audiences in other countries

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.

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