Rascasse Audience Intelligence

Vacations Audience in United States

A data profile of the people who buy, follow and care about Vacations in United States — modelled from more than twelve digital signal sources. Vacations has an estimated audience of 61,638,446 people in United States.

#204among Topic in United States#19in Travel & Leisure

The average Vacations fan in United States is 43.2 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Family, Nature, Hotels, with strongest over-indexing on Family (1.56× the country average).

Demographically, the Vacations audience skews more female with an average age of 43.2, and over-indexes on personality traits such as DIY Mentality, Creativity.

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

The typical Vacations fan in United States is more female, around 43.2 years old, with strong DIY Mentality tendencies and a notable affinity for Family.

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 Vacations profile in United States.

Audience size
61.6M
in United States
Gender
57.5%♀
42.5% male
Age
43.2
average years
Country rank
#276
Topic in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Vacations fans

57.5% are female, 42.5% are male, average age 43.2.

Fig. 02

Gender split

57.5%
Female
42.5%
Male
Demographic split for Vacations audience in United States
MetricValue
Female57.5%
Male42.5%
Average age43.2
Estimated audience size61,638,446
Fig. 03

Age distribution

Ø 43.2
average years
Age distribution of the Vacations audience in United States
Age bracketShare%
16-1912%
20-2916%
30-3920%
40-4924%
50+29%
Fig. 04

Worldwide distribution

17.4%

of the worldwide Vacations audience comes from United States.

Worldwide audience distribution share by country for Vacations
CountryShare
United States17.4%
Japan5.2%
Italy4.3%
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 Vacations audience in United States is strongest.

Fig. 05

Top regions by affinity

Vacations fans by region: top regions in United States
#RegionReachAffinity×
01Wyoming~100K1.17×
02North Dakota~100K1.15×
03Missouri~1M1.13×
04Indiana~1.5M1.12×
05Oklahoma~800K1.12×
06Kansas~500K1.12×
07Nebraska~300K1.12×
08New Mexico~300K1.12×
09South Dakota~200K1.12×
10Iowa~600K1.11×
11Louisiana~900K1.09×
12Idaho~300K1.08×
13Ohio~2M1.07×
14Kentucky~800K1.06×
15Arkansas~500K1.05×
16West Virginia~300K1.05×
17Michigan~1.5M1.04×
18Wisconsin~1M1.04×
19Texas~5.5M1.02×
20South Carolina~900K1.02×
21Mississippi~500K1.02×
22Montana~200K1.02×
23California~7M1.01×
24Illinois~2M1.01×
25Tennessee~1M1.01×
26Utah~600K1.01×
27Arizona~1.5M1.00×
28Pennsylvania~2M0.99×
29Georgia~2M0.99×
30New York~3.5M0.98×
31New Jersey~1.5M0.98×
32Massachusetts~1M0.97×
33New Hampshire~200K0.97×
34Minnesota~800K0.96×
35Connecticut~600K0.96×
36Rhode Island~200K0.96×
37Maryland~1M0.95×
38Oregon~700K0.95×
39Florida~4M0.94×
40North Carolina~1.5M0.94×
41Alabama~800K0.94×
42Delaware~200K0.93×
43Virginia~1.5M0.92×
44Colorado~900K0.92×
45Washington~1M0.90×
46Nevada~500K0.90×
47Maine~200K0.89×
48Alaska~100K0.88×
49Hawaii~200K0.78×
50Washington, District of Columbia~100K0.75×
Fig. 06

Affinity by region

Affinity by region — Vacations, United States
0.75×1.00×1.17×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Vacations audience
#·InterestCategoryAffinity×
01BeachesTravel & Leisure2.03×
02HotelsTravel & Leisure1.74×
03American AirlinesTravel & Leisure1.72×
04HolidayTravel & Leisure1.71×
05NatureHome & Garden1.68×
06AirbnbTravel & Leisure1.63×
07Old NavyFashion & Accessoires1.61×
08Kohl'sShopping1.60×
09BoutiquesFashion & Accessoires1.59×
10Women's clothingFashion & Accessoires1.57×
11FamilyKids & Family1.56×
12CampingTravel & Leisure1.56×
13FriendshipKids & Family1.55×
14FloridaTravel & Leisure1.55×
15Health careBusiness & Career1.54×
16WineFood & Beverages1.54×
17CosmeticsBeauty & Wellness1.52×
18FIFA World CupSports1.52×
19GolfSports1.52×
20Target CorporationShopping1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Vacations 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 Vacations audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL1.44×
CreativityOPEN1.36×
TraditionCONSERVATISM1.35×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Vacations audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.99×
Healthy LifestyleBALANCE1.00×
Urban LifestyleOPEN1.01×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Vacations have in United States?

Vacations has an estimated audience of 61,638,446 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Vacations fans?

57.5% of Vacations fans are female, 42.5% are male, with an average age of 43.2 years.

03

Which brands do Vacations fans like most?

Vacations fans show strongest brand affinity for Family (1.56×), Nature (1.68×), and Hotels (1.74×) over the country average.

04

Where do Vacations fans live in United States?

Vacations fans in United States are most concentrated in California (reach ~7M), Texas (reach ~5.5M), and Florida (reach ~4M). These three regions account for the largest share of the active audience.

05

What other brands do Vacations fans also like?

Beyond Vacations itself, the audience over-indexes on Nature (1.68×), Hotels (1.74×), Beaches (2.03×), and Cosmetics (1.52×) 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 Vacations audiences in other countries

How to read this data

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