Rascasse Audience Intelligence

Vacation rental Audience in United States

A data profile of the people who buy, follow and care about Vacation rental in United States — modelled from more than twelve digital signal sources. Vacation rental has an estimated audience of 19,299,632 people in United States.

#1179among Topic in United States#149in Travel & Leisure

The average Vacation rental fan in United States is 45.6 years old, more female, and lives primarily in California.

The audience is concentrated in California, Florida, Texas.

Top brand affinities include American Airlines, Airbnb, Vacations, with strongest over-indexing on American Airlines (1.76× the country average).

Demographically, the Vacation rental audience skews more female with an average age of 45.6, and over-indexes on personality traits such as Community Orientation, DIY Mentality.

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

The typical Vacation rental fan in United States is more female, around 45.6 years old, with strong Community Orientation tendencies and a notable affinity for American Airlines.

Category: Travel & Leisure · Type: Topic

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 Vacation rental profile in United States.

Audience size
19.3M
in United States
Gender
58.6%♀
41.4% male
Age
45.6
average years
Country rank
#1715
Topic in United States
Fig. 01

Search interest · 12-month trend

+55%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Vacation rental fans

58.6% are female, 41.4% are male, average age 45.6.

Fig. 02

Gender split

58.6%
Female
41.4%
Male
Demographic split for Vacation rental audience in United States
MetricValue
Female58.6%
Male41.4%
Average age45.6
Estimated audience size19,299,632
Fig. 03

Age distribution

Ø 45.6
average years
Age distribution of the Vacation rental audience in United States
Age bracketShare%
16-197%
20-2913%
30-3919%
40-4926%
50+34%
Fig. 04

Worldwide distribution

27.2%

of the worldwide Vacation rental audience comes from United States.

Worldwide audience distribution share by country for Vacation rental
CountryShare
United States27.2%
Italy9.0%
United Kingdom8.7%
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 Vacation rental audience in United States is strongest.

Fig. 05

Top regions by affinity

Vacation rental fans by region: top regions in United States
#RegionReachAffinity×
01Wyoming~100K3.97×
02Montana~80K1.41×
03Oregon~300K1.32×
04Idaho~100K1.32×
05Kansas~200K1.30×
06Washington~500K1.20×
07New Hampshire~90K1.19×
08Florida~1.5M1.13×
09Vermont~40K1.12×
10Colorado~300K1.11×
11Alaska~50K1.10×
12Utah~200K1.07×
13Hawaii~90K1.07×
14South Dakota~50K1.07×
15New Mexico~100K1.06×
16Maine~70K1.03×
17Wisconsin~300K1.02×
18Minnesota~300K0.97×
19Iowa~200K0.97×
20California~2M0.95×
21North Carolina~500K0.95×
22Tennessee~400K0.95×
23Michigan~500K0.94×
24Missouri~300K0.94×
25South Carolina~300K0.94×
26Louisiana~200K0.94×
27Arkansas~100K0.94×
28Arizona~400K0.93×
29Virginia~400K0.92×
30Nebraska~90K0.90×
31Ohio~500K0.89×
32Georgia~500K0.89×
33New York~900K0.87×
34Oklahoma~200K0.87×
35West Virginia~80K0.86×
36New Jersey~400K0.85×
37Texas~1.5M0.84×
38Mississippi~100K0.83×
39Pennsylvania~500K0.82×
40Illinois~500K0.82×
41Indiana~300K0.82×
42Kentucky~200K0.82×
43Connecticut~200K0.82×
44Maryland~300K0.80×
45Alabama~200K0.80×
46Massachusetts~300K0.79×
47Nevada~100K0.76×
48Washington, District of Columbia~40K0.76×
49Delaware~40K0.75×
50Rhode Island~40K0.71×
Fig. 06

Affinity by region

Affinity by region — Vacation rental, United States
0.71×1.00×3.97×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Vacation rental audience
#·InterestCategoryAffinity×
01VillaTravel & Leisure2.72×
02Holiday cottageTravel & Leisure2.45×
03CottageTravel & Leisure2.42×
04LodgingTravel & Leisure2.00×
05American AirlinesTravel & Leisure1.76×
06AirbnbTravel & Leisure1.72×
07ExpediaTravel & Leisure1.71×
08United AirlinesTravel & Leisure1.68×
09Real propertyHome & Garden1.61×
10Google FlightsTravel & Leisure1.60×
11CarGurusCars & Mobility1.60×
12First-time buyerShopping1.59×
13Estate (law)Business & Career1.54×
14southwest airlinesTravel & Leisure1.53×
15VacationsTravel & Leisure1.52×
16Mortgage loansBusiness & Career1.52×
17Swimming poolSports1.51×
18Golf courseSports1.51×
19ConcreteHome & Garden1.51×
20ResortTravel & Leisure1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Vacation rental 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 Vacation rental audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN1.29×
DIY MentalityTHRILL1.25×
Design AffinityPREMIUM1.24×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Vacation rental audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.89×
Healthy LifestyleBALANCE0.91×
Early Adopter MentalityPOWER0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Vacation rental have in United States?

Vacation rental has an estimated audience of 19,299,632 people in United States, concentrated in California and Florida.

02

What is the gender split and age of Vacation rental fans?

58.6% of Vacation rental fans are female, 41.4% are male, with an average age of 45.6 years.

03

Which brands do Vacation rental fans like most?

Vacation rental fans show strongest brand affinity for American Airlines (1.76×), Airbnb (1.72×), and Vacations (1.52×) over the country average.

04

Where do Vacation rental fans live in United States?

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

05

What other brands do Vacation rental fans also like?

Beyond Vacation rental itself, the audience over-indexes on Airbnb (1.72×), Vacations (1.52×), Lodging (2×), and Resort (1.5×) 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 Vacation rental audiences in other countries

How to read this data

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