Vacation rental Audience in United States

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Vacation rental has an estimated audience of 19,299,632 people in United States. 58.6% are female, 41.4% are male, average age 45.6. Top regions: California, Florida, Texas. Top brand affinities: American Airlines, Airbnb, Chase (bank), Vacations, Lodging.

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, Chase (bank), 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 Luxury Orientation, Risk Appetite. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Travel & Leisure · Type: Topic

Demographics of Vacation rental fans

Demographic split for Vacation rental audience in United States
MetricValue
Female58.6%
Male41.4%
Average age45.6
Estimated audience size19,299,632

Audience persona

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

Top regions in United States

Top regions ranked by reach for Vacation rental in United States
RegionReachAffinity
California1,970,5320.93×
Florida1,883,5741.44×
Texas1,508,2750.91×
New York914,5390.85×
Georgia624,8641.05×
North Carolina620,1801.07×
Pennsylvania592,5800.91×
Ohio564,5660.95×
Illinois561,5940.87×
Michigan555,5481.1×
Washington517,7601.34×
Virginia470,2371×
Tennessee404,0091.04×
Arizona373,0280.95×
New Jersey356,9220.73×
Oregon342,1001.55×
Indiana333,4850.95×
Massachusetts333,0420.88×
Colorado328,8161.08×
Missouri327,5021.05×
South Carolina325,4581.12×
Wisconsin316,5321.09×
Maryland284,0670.86×
Minnesota269,3870.97×
Louisiana255,0731.02×
Alabama227,2750.84×
Utah222,3301.29×
Kentucky211,9750.88×
Oklahoma199,6610.93×
Arkansas160,6851.01×
Iowa159,0311×
Connecticut150,0860.78×
Nevada146,3100.78×
Kansas141,7810.93×
Mississippi139,7580.88×
Idaho136,6021.41×
Hawaii106,0251.28×
New Mexico97,8901.01×
Nebraska88,0840.91×
West Virginia81,9420.91×
New Hampshire76,7001.01×
Maine74,4211.08×
Montana74,0381.38×
Rhode Island45,0420.73×
South Dakota43,7160.98×
Delaware41,1490.77×
Washington, District of Columbia40,2010.69×
Vermont36,8691.09×
Alaska35,2620.85×
North Dakota32,9300.83×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Vacation rental audience
BrandAffinityCategory
American Airlines1.76×Travel & Leisure
Airbnb1.72×Travel & Leisure
Chase (bank)1.89×Business & Career
Vacations1.52×Travel & Leisure
Lodging2×Travel & Leisure
Resort1.5×Travel & Leisure
Mortgage loans1.52×Business & Career
Expedia1.71×Travel & Leisure
United Airlines1.68×Travel & Leisure
Holiday cottage2.45×Travel & Leisure
Cottage2.42×Travel & Leisure
Villa2.72×Travel & Leisure
Swimming pool1.51×Sports
Real property1.61×Home & Garden
Google Flights1.6×Travel & Leisure
Golf course1.51×Sports
southwest airlines1.53×Travel & Leisure
CarGurus1.6×Cars & Mobility
First-time buyer1.59×Shopping
Estate (law)1.54×Business & Career

Psychographic profile

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

Top personality traits over-indexed by Vacation rental audience
TraitClusterScore
Luxury OrientationPREMIUM2.6
Risk AppetiteTHRILL1.99
TravellingTHRILL1.82
Family OrientationCONSERVATISM1.65
Quality AwarenessPREMIUM1.45
DIY MentalityTHRILL1.38

Worldwide distribution

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

See Vacation rental audiences in other countries

More Travel & Leisure audiences in United States

Frequently asked questions

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.

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.

Which brands do Vacation rental fans like most?

Vacation rental fans show strongest brand affinity for American Airlines (1.76×), Airbnb (1.72×), and Chase (bank) (1.89×) over the country average.

Where do Vacation rental fans live in United States?

Vacation rental fans in United States are most concentrated in California (reach 1,970,532), Florida (reach 1,883,574), and Texas (reach 1,508,275). These three regions account for the largest share of the active audience.

What other brands do Vacation rental fans also like?

Beyond Vacation rental itself, the audience over-indexes on Airbnb (1.72×), Chase (bank) (1.89×), Vacations (1.52×), and Lodging (2×) 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 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.