A data profile of the people who buy, follow and care about Airbnb in South Africa — modelled from more than twelve digital signal sources. Airbnb has an estimated audience of 1,959,943 people in South Africa.
Airbnb has an estimated audience of 1,959,943 people in South Africa. 54.6% are female, 45.4% are male, average age 40.5. Top brand affinities: Booking.com, Package tour, Online marketplace, Victoria & Alfred Waterfront, Travel website.
Top brand affinities include Booking.com, Package tour, Online marketplace, with strongest over-indexing on Booking.com (3.04× the country average).
Demographically, the Airbnb audience skews balanced with an average age of 40.5, and over-indexes on personality traits such as Healthy Lifestyle, Travelling.
The typical Airbnb fan in South Africa is balanced, around 40.5 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Booking.com.
The key figures that characterise the Airbnb profile in South Africa.
54.6% are female, 45.4% are male, average age 40.5.
| Metric | Value |
|---|---|
| Female | 54.6% |
| Male | 45.4% |
| Average age | 40.5 |
| Estimated audience size | 1,959,943 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 24% | |
| 30-39 | 22% | |
| 40-49 | 17% | |
| 50+ | 24% |
of the worldwide Airbnb audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 23.9% |
| United Kingdom | 5.5% |
| Italy | 5.4% |
The strongest cross-interests of the Airbnb audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Package tour | Travel & Leisure | 4.44× | ||
| 02 | Cheapflights | Travel & Leisure | 4.05× | ||
| 03 | Online marketplace | Internet & Social Media | 3.85× | ||
| 04 | Booking.com | Travel & Leisure | 3.04× | ||
| 05 | Holiday cottage | Travel & Leisure | 2.90× | ||
| 06 | TripAdvisor | Travel & Leisure | 2.53× | ||
| 07 | Travel website | Travel & Leisure | 2.48× | ||
| 08 | Privately held company | Business & Career | 2.01× | ||
| 09 | Lodging | Travel & Leisure | 1.95× | ||
| 10 | Travel Adventures | Travel & Leisure | 1.93× | ||
| 11 | Victoria & Alfred Waterfront | Person | 1.91× | ||
| 12 | Kruger National Park | Travel & Leisure | 1.90× | ||
| 13 | Safari lodge | Travel & Leisure | 1.81× | ||
| 14 | Air travel | Travel & Leisure | 1.64× | ||
| 15 | Car rentals | Cars & Mobility | 1.63× | ||
| 16 | Apartment | Business & Career | 1.62× | ||
| 17 | Bathroom | Home & Garden | 1.61× | ||
| 18 | Resort | Travel & Leisure | 1.56× | ||
| 19 | Garden | Home & Garden | 1.54× | ||
| 20 | Vacations | Travel & Leisure | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.49× | |
| Travelling | THRILL | 1.48× | |
| Spirituality | BALANCE | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.08× | |
| Social Media Usage | JOY | 1.11× | |
| Spirituality | BALANCE | 1.25× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in South Africa who actively search for Airbnb. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across South Africa. 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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