Rascasse Audience Intelligence

Viator Target Market in United States

A data profile of the people who buy, follow and care about Viator in United States — modelled from more than twelve digital signal sources. Viator has an estimated audience of 2,382,592 people in United States.

#1245among Brand in United States#982in Travel & Leisure

The average Viator fan in United States is 47.6 years old, more male, and lives primarily in California.

The audience is concentrated in California, Florida, Texas.

Top brand affinities include Google Flights, Delta Vacations, Dune buggy, with strongest over-indexing on Google Flights (13.15× the country average).

Demographically, the Viator audience skews more male with an average age of 47.6, and over-indexes on personality traits such as Quality Awareness, Convenience Orientation.

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

The typical Viator fan in United States is more male, around 47.6 years old, with strong Quality Awareness tendencies and a notable affinity for Google Flights.

Category: Travel & Leisure · Type: Brand

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 Viator profile in United States.

Audience size
2.4M
in United States
Gender
43.9%♀
56.1% male
Age
47.6
average years
Country rank
#12383
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Viator

43.9% are female, 56.1% are male, average age 47.6.

Fig. 02

Gender split

43.9%
Female
56.1%
Male
Demographic split for Viator audience in United States
MetricValue
Female43.9%
Male56.1%
Average age47.6
Estimated audience size2,382,592
Fig. 03

Age distribution

Ø 47.6
average years
Age distribution of the Viator audience in United States
Age bracketShare%
16-1910%
20-2910%
30-3912%
40-4920%
50+48%
Fig. 04

Worldwide distribution

42.7%

of the worldwide Viator audience comes from United States.

Worldwide audience distribution share by country for Viator
CountryShare
United States42.7%
United Kingdom8.9%
Canada8.1%
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 Viator audience in United States is strongest.

Fig. 05

Top regions by affinity

Viator customers by region in United States
#RegionReachAffinity×
01Hawaii~40K3.58×
02Alaska~10K2.00×
03Florida~300K1.74×
04Washington, District of Columbia~10K1.53×
05Nevada~30K1.42×
06New Jersey~80K1.36×
07New York~200K1.33×
08Georgia~90K1.23×
09Maryland~50K1.23×
10Massachusetts~60K1.22×
11California~300K1.18×
12Virginia~60K1.13×
13Connecticut~30K1.13×
14Rhode Island~8K1.11×
15Illinois~80K1.10×
16South Carolina~40K1.09×
17Arizona~50K1.08×
18Colorado~40K1.07×
19Utah~20K1.06×
20North Carolina~70K1.04×
21Louisiana~30K1.04×
22Delaware~7K1.03×
23Washington~50K0.97×
24New Hampshire~9K0.96×
25Texas~200K0.94×
26Pennsylvania~70K0.94×
27Tennessee~40K0.92×
28Minnesota~30K0.85×
29Maine~7K0.83×
30Wisconsin~30K0.82×
31Missouri~30K0.81×
32Idaho~9K0.80×
33Ohio~60K0.79×
34Michigan~50K0.79×
35Oregon~20K0.77×
36Kansas~10K0.75×
37Montana~5K0.74×
38Alabama~20K0.73×
39Vermont~3K0.71×
40Indiana~30K0.70×
41Kentucky~20K0.66×
42Iowa~10K0.64×
43Nebraska~7K0.63×
44South Dakota~3K0.63×
45New Mexico~7K0.62×
46Oklahoma~20K0.60×
47Arkansas~10K0.59×
48Mississippi~10K0.59×
49North Dakota~3K0.58×
50West Virginia~6K0.52×
Fig. 06

Affinity by region

Affinity by region — Viator, United States
0.52×1.00×3.58×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Viator audience
#·InterestCategoryAffinity×
01Dune buggyCars & Mobility48.59×
02Funjet VacationsCars & Mobility43.97×
03Delta VacationsTravel & Leisure42.37×
04AAdvantageTravel & Leisure29.64×
05Torchy's TacosFood & Beverages14.74×
06LongchampFashion & Accessoires14.74×
07Maggie SmithMovies & TV14.74×
08Anjelica HustonMovies & TV14.74×
09Google FlightsTravel & Leisure13.15×
10paul smithFashion & Accessoires11.78×
1124 (TV series)Movies & TV10.49×
12International educationBusiness & Career10.32×
13Mila KunisMovies & TV8.94×
14TravelocityTravel & Leisure8.11×
15Spring breakTravel & Leisure6.34×
16ExpediaTravel & Leisure5.48×
17CitibankBusiness & Career4.39×
18TripAdvisorTravel & Leisure3.64×
19FedExBusiness & Career2.72×
20AirbnbTravel & Leisure1.96×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Viator 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 Viator audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.83×
Convenience OrientationPREMIUM1.56×
TravellingTHRILL1.54×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Viator audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.80×
DIY MentalityTHRILL0.89×
ExtroversionTHRILL0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Viator's target market in United States?

Viator's target market in United States covers an estimated 2,382,592 people, concentrated in California and Florida.

02

What is the gender split and age of Viator customers?

43.9% of the Viator audience are female, 56.1% are male, with an average age of 47.6 years.

03

Which brands do Viator fans like most?

Viator fans show strongest brand affinity for Google Flights (13.15×), Delta Vacations (42.37×), and Dune buggy (48.59×) over the country average.

04

Where do Viator fans live in United States?

Viator fans in United States are most concentrated in California (reach ~300K), Florida (reach ~300K), and Texas (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Viator fans also like?

Beyond Viator itself, the audience over-indexes on Delta Vacations (42.37×), Dune buggy (48.59×), Expedia (5.48×), and Torchy's Tacos (14.74×) 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 Viator audiences in other countries

How to read this data

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