A data profile of the people who buy, follow and care about Booking.com in South Africa — modelled from more than twelve digital signal sources. Booking.com has an estimated audience of 1,119,643 people in South Africa.
Booking.com has an estimated audience of 1,119,643 people in South Africa. 55.8% are female, 44.2% are male, average age 39.8. Top brand affinities: Airbnb, Package tour, Travel website, TripAdvisor, Cheapflights.
Top brand affinities include Airbnb, Package tour, Travel website, with strongest over-indexing on Airbnb (2.4× the country average).
Demographically, the Booking.com audience skews more female with an average age of 39.8, and over-indexes on personality traits such as Travelling, Spirituality.
The typical Booking.com fan in South Africa is more female, around 39.8 years old, with strong Travelling tendencies and a notable affinity for Airbnb.
The key figures that characterise the Booking.com profile in South Africa.
55.8% are female, 44.2% are male, average age 39.8.
| Metric | Value |
|---|---|
| Female | 55.8% |
| Male | 44.2% |
| Average age | 39.8 |
| Estimated audience size | 1,119,643 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 25% | |
| 30-39 | 21% | |
| 40-49 | 15% | |
| 50+ | 24% |
of the worldwide Booking.com audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 11.2% |
| United Kingdom | 10.5% |
| Germany | 8.6% |
The strongest cross-interests of the Booking.com audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Package tour | Travel & Leisure | 4.66× | ||
| 02 | Tour operator | Travel & Leisure | 4.23× | ||
| 03 | Cheapflights | Travel & Leisure | 4.16× | ||
| 04 | Skyscanner | Travel & Leisure | 4.14× | ||
| 05 | Trivago | Travel & Leisure | 4.10× | ||
| 06 | Expedia | Travel & Leisure | 3.98× | ||
| 07 | TripAdvisor | Travel & Leisure | 2.66× | ||
| 08 | Travel website | Travel & Leisure | 2.60× | ||
| 09 | Airbnb | Travel & Leisure | 2.40× | ||
| 10 | Government | Politics & Society | 2.35× | ||
| 11 | Wildlife Safari | Travel & Leisure | 2.25× | ||
| 12 | Holiday cottage | Travel & Leisure | 2.14× | ||
| 13 | Glamping | Travel & Leisure | 2.02× | ||
| 14 | Ecotourism | Business & Career | 1.90× | ||
| 15 | Travel Adventures | Travel & Leisure | 1.74× | ||
| 16 | Travelstart | Travel & Leisure | 1.70× | ||
| 17 | Lodging | Travel & Leisure | 1.67× | ||
| 18 | Boutique hotel | Travel & Leisure | 1.61× | ||
| 19 | Kruger National Park | Travel & Leisure | 1.56× | ||
| 20 | Safari lodge | Travel & Leisure | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.29× | |
| Spirituality | BALANCE | 1.12× | |
| Healthy Lifestyle | BALANCE | 1.10× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.82× | |
| Patriotism | CONSERVATISM | 0.93× | |
| Healthy Lifestyle | BALANCE | 1.10× |
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 Booking.com. 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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