Rascasse Audience Intelligence

TripAdvisor Audience in United States

A data profile of the people who buy, follow and care about TripAdvisor in United States — modelled from more than twelve digital signal sources. TripAdvisor has an estimated audience of 21,409,906 people in United States.

#42among Website / Newspaper / Magazine in United States#130in Travel & Leisure

The average TripAdvisor fan in United States is 42.8 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Florida, Texas.

Top brand affinities include Airbnb, CarGurus, Google Flights, with strongest over-indexing on Airbnb (2.83× the country average).

Demographically, the TripAdvisor audience skews balanced with an average age of 42.8, 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 TripAdvisor fan in United States is balanced, around 42.8 years old, with strong Travelling tendencies and a notable affinity for Airbnb.

Category: Travel & Leisure · Type: Website / Newspaper / Magazine

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 TripAdvisor profile in United States.

Audience size
21.4M
in United States
Gender
53.7%♀
46.3% male
Age
42.8
average years
Country rank
#1502
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

+20%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of TripAdvisor

53.7% are female, 46.3% are male, average age 42.8.

Fig. 02

Gender split

53.7%
Female
46.3%
Male
Demographic split for TripAdvisor audience in United States
MetricValue
Female53.7%
Male46.3%
Average age42.8
Estimated audience size21,409,906
Fig. 03

Age distribution

Ø 42.8
average years
Age distribution of the TripAdvisor audience in United States
Age bracketShare%
16-1914%
20-2915%
30-3918%
40-4923%
50+29%
Fig. 04

Worldwide distribution

14.7%

of the worldwide TripAdvisor audience comes from United States.

Worldwide audience distribution share by country for TripAdvisor
CountryShare
United States14.7%
United Kingdom8.0%
Italy7.3%
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 TripAdvisor audience in United States is strongest.

Fig. 05

Top regions by affinity

TripAdvisor fans by region: top regions in United States
#RegionReachAffinity×
01Hawaii~200K1.80×
02Massachusetts~600K1.41×
03Maine~100K1.41×
04Alaska~60K1.38×
05New Hampshire~100K1.32×
06Florida~2M1.29×
07Vermont~50K1.23×
08Washington, District of Columbia~80K1.19×
09New Jersey~600K1.18×
10Colorado~400K1.16×
11Rhode Island~80K1.16×
12Connecticut~200K1.15×
13South Carolina~400K1.13×
14New York~1.5M1.12×
15Wisconsin~400K1.11×
16Montana~60K1.05×
17Minnesota~300K1.04×
18Virginia~500K1.02×
19Illinois~700K1.01×
20Tennessee~400K1.01×
21Maryland~400K1.01×
22Georgia~600K0.99×
23Delaware~60K0.99×
24Oregon~200K0.98×
25Iowa~200K0.97×
26North Carolina~600K0.95×
27Missouri~300K0.95×
28Pennsylvania~700K0.93×
29Nevada~200K0.93×
30South Dakota~50K0.93×
31California~2M0.92×
32Washington~400K0.89×
33Michigan~500K0.87×
34Arizona~400K0.86×
35Ohio~600K0.85×
36Kentucky~200K0.85×
37Kansas~100K0.85×
38Nebraska~90K0.85×
39Louisiana~200K0.84×
40North Dakota~40K0.84×
41Indiana~300K0.83×
42Utah~200K0.83×
43Idaho~80K0.79×
44New Mexico~80K0.78×
45Alabama~200K0.76×
46Texas~1.5M0.75×
47Arkansas~100K0.73×
48West Virginia~70K0.73×
49Oklahoma~200K0.72×
50Mississippi~100K0.67×
Fig. 06

Affinity by region

Affinity by region — TripAdvisor, United States
0.67×1.00×1.80×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for TripAdvisor audience
#·InterestCategoryAffinity×
01TrivagoTravel & Leisure4.95×
02CarGurusCars & Mobility4.28×
03OrbitzTravel & Leisure4.22×
04TravelocityTravel & Leisure4.01×
05Google FlightsTravel & Leisure3.88×
06Booking.comTravel & Leisure3.60×
07Hostelling InternationalTravel & Leisure3.43×
08ExpediaTravel & Leisure3.30×
09Travel websiteTravel & Leisure2.90×
10United AirlinesTravel & Leisure2.85×
11AirbnbTravel & Leisure2.83×
12JetBlueTravel & Leisure2.71×
13American AirlinesTravel & Leisure2.57×
14Enterprise Rent-A-CarCars & Mobility2.18×
15Air travelTravel & Leisure2.01×
16DayBusiness & Career1.99×
17WeekBusiness & Career1.97×
18ChaseBusiness & Career1.82×
19Google MapsInternet & Social Media1.74×
20VacationsTravel & Leisure1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the TripAdvisor 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 TripAdvisor audience · What stands out
TraitClusterDeviationScore
TravellingTHRILL1.88×
Quality AwarenessPREMIUM1.47×
MindfulnessBALANCE1.29×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by TripAdvisor audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.98×
ExtroversionTHRILL0.98×
Early Adopter MentalityPOWER1.00×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does TripAdvisor have in United States?

TripAdvisor has an estimated audience of 21,409,906 people in United States, concentrated in California and Florida.

02

What is the gender split and age of TripAdvisor fans?

53.7% of TripAdvisor fans are female, 46.3% are male, with an average age of 42.8 years.

03

Which brands do TripAdvisor fans like most?

TripAdvisor fans show strongest brand affinity for Airbnb (2.83×), CarGurus (4.28×), and Google Flights (3.88×) over the country average.

04

Where do TripAdvisor fans live in United States?

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

05

What other brands do TripAdvisor fans also like?

Beyond TripAdvisor itself, the audience over-indexes on CarGurus (4.28×), Google Flights (3.88×), American Airlines (2.57×), and Expedia (3.3×) compared to the United States average.

Appendix

Explore more audiences

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

More Travel & Leisure audiences in United States

See TripAdvisor audiences in other countries

How to read this data

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