Rascasse Audience Intelligence

Summer vacation Audience in United States

A data profile of the people who buy, follow and care about Summer vacation in United States — modelled from more than twelve digital signal sources. Summer vacation has an estimated audience of 20,595,512 people in United States.

#15among Travel type in United States#1084among Topic in United States#139in Travel & Leisure

The average Summer vacation fan in United States is 42.7 years old, more female, and lives primarily in California.

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

Top brand affinities include Macy's, Food and drink, Beauty, with strongest over-indexing on Macy's (3.09× the country average).

Demographically, the Summer vacation audience skews more female with an average age of 42.7, and over-indexes on personality traits such as Travelling, Design Affinity.

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

The typical Summer vacation fan in United States is more female, around 42.7 years old, with strong Travelling tendencies and a notable affinity for Macy's.

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 Summer vacation profile in United States.

Audience size
20.6M
in United States
Gender
62.5%♀
37.5% male
Age
42.7
average years
Country rank
#1582
Topic in United States
Fig. 01

Search interest · 12-month trend

-44%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Summer vacation fans

62.5% are female, 37.5% are male, average age 42.7.

Fig. 02

Gender split

62.5%
Female
37.5%
Male
Demographic split for Summer vacation audience in United States
MetricValue
Female62.5%
Male37.5%
Average age42.7
Estimated audience size20,595,512
Fig. 03

Age distribution

Ø 42.7
average years
Age distribution of the Summer vacation audience in United States
Age bracketShare%
16-1912%
20-2917%
30-3920%
40-4924%
50+27%
Fig. 04

Worldwide distribution

15.6%

of the worldwide Summer vacation audience comes from United States.

Worldwide audience distribution share by country for Summer vacation
CountryShare
United States15.6%
Japan9.2%
Italy5.8%
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 Summer vacation audience in United States is strongest.

Fig. 05

Top regions by affinity

Summer vacation fans by region: top regions in United States
#RegionReachAffinity×
01Maryland~500K1.48×
02New York~1.5M1.34×
03New Jersey~700K1.32×
04Massachusetts~500K1.26×
05Connecticut~300K1.22×
06California~2.5M1.19×
07Virginia~600K1.18×
08Pennsylvania~800K1.14×
09Texas~2M1.12×
10North Carolina~700K1.10×
11Georgia~700K1.09×
12Louisiana~300K1.09×
13Illinois~700K1.07×
14New Hampshire~90K1.06×
15Michigan~600K1.04×
16Florida~1.5M1.03×
17Wisconsin~300K1.03×
18Rhode Island~70K1.03×
19Indiana~400K1.02×
20Nebraska~100K1.01×
21Ohio~600K1.00×
22Mississippi~200K1.00×
23Maine~70K1.00×
24Delaware~60K1.00×
25West Virginia~100K0.99×
26North Dakota~40K0.99×
27Washington~400K0.98×
28Alabama~300K0.98×
29Arkansas~200K0.98×
30Kansas~200K0.98×
31Missouri~300K0.97×
32Oklahoma~200K0.97×
33South Dakota~50K0.97×
34South Carolina~300K0.96×
35Nevada~200K0.96×
36Hawaii~80K0.96×
37Vermont~30K0.96×
38Kentucky~200K0.95×
39Alaska~40K0.94×
40New Mexico~100K0.93×
41Arizona~400K0.92×
42Iowa~200K0.92×
43Minnesota~300K0.91×
44Montana~50K0.91×
45Washington, District of Columbia~60K0.90×
46Tennessee~400K0.89×
47Oregon~200K0.89×
48Idaho~90K0.87×
49Utah~200K0.85×
50Colorado~300K0.81×
Fig. 06

Affinity by region

Affinity by region — Summer vacation, United States
0.81×1.00×1.48×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Summer vacation audience
#·InterestCategoryAffinity×
01Child developmentBusiness & Career4.54×
02CoachFashion & Accessoires3.62×
03Macy'sShopping3.09×
04MarshallsFashion & Accessoires2.52×
05Nordstrom rackFashion & Accessoires2.36×
06Dollar TreeShopping2.30×
07AldiShopping2.06×
08Trader Joe'sShopping2.04×
09Texas RoadhouseFood & Beverages1.98×
10Kohl'sShopping1.91×
11ShoesFashion & Accessoires1.90×
12BeautyBeauty & Wellness1.75×
13Sales promotionShopping1.74×
14Food and drinkFood & Beverages1.68×
15CosmeticsBeauty & Wellness1.60×
16FoodFood & Beverages1.56×
17RestaurantsFood & Beverages1.55×
18Online shoppingShopping1.53×
19Physical fitnessSports1.53×
20Fitness and wellnessSports1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Summer vacation 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 Summer vacation audience · What stands out
TraitClusterDeviationScore
TravellingTHRILL2.19×
Design AffinityPREMIUM1.99×
Luxury OrientationPREMIUM1.90×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Summer vacation audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.87×
PatriotismCONSERVATISM0.96×
SpiritualityBALANCE0.99×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Summer vacation have in United States?

Summer vacation has an estimated audience of 20,595,512 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Summer vacation fans?

62.5% of Summer vacation fans are female, 37.5% are male, with an average age of 42.7 years.

03

Which brands do Summer vacation fans like most?

Summer vacation fans show strongest brand affinity for Macy's (3.09×), Food and drink (1.68×), and Beauty (1.75×) over the country average.

04

Where do Summer vacation fans live in United States?

Summer vacation fans in United States are most concentrated in California (reach ~2.5M), 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 Summer vacation fans also like?

Beyond Summer vacation itself, the audience over-indexes on Food and drink (1.68×), Beauty (1.75×), Food (1.56×), and Shoes (1.9×) 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 Summer vacation audiences in other countries

How to read this data

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