Rascasse Audience Intelligence

Airbnb Target Market in United States

Airbnb has an estimated audience of 68.5M people in United States.

#1among Travel website in United States
#8among brands in United States#14in Travel & Leisure

The average Airbnb fan in United States is 42.5 years old, more female, and lives primarily in California.

By number of fans, Airbnb ranks #1 among the 66 objects in Travel website in United States — 8,171.1× the group median.

Its fans are 2.1 years older than the group average of 40.4.

Women make up 56.5% of the fan base, 1.4 percentage points fewer than the group average.

Compared with the other 65 objects in Travel website, Airbnb fans stand out for their interest in Sharing economy, Online marketplace and Mortgage calculator.

Most fans live in California, Florida, Texas.

Top affinities include Sharing economy, Online marketplace, Mortgage calculator, with strongest over-indexing on Sharing economy (6.72× the country average).

Demographically, the Airbnb audience skews more female with an average age of 42.5, and over-indexes on personality traits such as Quality Awareness, Travelling.

The typical Airbnb fan in United States is more female, around 42.5 years old, with strong Quality Awareness tendencies and a notable affinity for Sharing economy.

Category: Travel & Leisure · Type: Brand · Subtype: Travel website

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
68.5M
in United States
Gender
56.5%♀
43.5% male
Age
42.5
average years
Country rank
#203
among all objects in United States
Fig. 01

Search interest · 12-month trend

+11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Airbnb

56.5% are female, 43.5% are male, average age 42.5.

Fig. 02

Gender split

56.5%
Female
43.5%
Male
Demographic split for Airbnb audience in United States
MetricValue
Female56.5%
Male43.5%
Average age42.5
Estimated audience size68.5M
Fig. 03

Age distribution

Ø 42.5
average years
Age distribution of the Airbnb audience in United States
Age bracketShare%
16-2414%
25-3418%
35-4420%
45-5424%
55+25%
Fig. 04

Worldwide distribution

24.0%

of the worldwide Airbnb audience comes from United States.

Worldwide audience distribution share by country for Airbnb
CountryShare
United States24.0%
United Kingdom5.5%
Italy5.4%
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

Fig. 05

Top regions by affinity

Airbnb customers by region in United States
#RegionReachAffinity×
01Vermont~200K1.40×
02Alaska~200K1.33×
03Idaho~500K1.23×
04Maine~300K1.23×
05Florida~5.5M1.20×
06Montana~300K1.20×
07South Carolina~1.5M1.16×
08New Hampshire~300K1.15×
09North Carolina~2.5M1.14×
10Georgia~2.5M1.11×
11Utah~700K1.11×
12Colorado~1.5M1.09×
13Massachusetts~1.5M1.08×
14Oregon~900K1.08×
15Washington, District of Columbia~100K1.05×
16Arizona~1.5M1.03×
17Connecticut~800K1.03×
18New Mexico~400K1.02×
19Washington~1.5M1.01×
20Tennessee~1.5M1.01×
21Alabama~1M1.01×
22Virginia~1.5M0.98×
23Arkansas~600K0.98×
24Mississippi~600K0.98×
25Rhode Island~200K0.98×
26California~7.5M0.96×
27Hawaii~300K0.96×
28New York~4M0.95×
29Maryland~1M0.95×
30Pennsylvania~2.5M0.94×
31Wisconsin~1M0.94×
32Louisiana~900K0.94×
33Missouri~1M0.93×
34Texas~4.5M0.92×
35Michigan~2M0.92×
36New Jersey~1.5M0.92×
37Minnesota~1M0.91×
38Ohio~2M0.90×
39Iowa~600K0.90×
40Indiana~1M0.88×
41Kansas~500K0.88×
42Kentucky~800K0.87×
43Oklahoma~700K0.87×
44Delaware~200K0.87×
45Nevada~600K0.86×
46South Dakota~200K0.86×
47Nebraska~300K0.84×
48Illinois~2M0.83×
49West Virginia~300K0.83×
50North Dakota~100K0.78×
Fig. 06

Affinity by region

Affinity by region — Airbnb, United States
0.78×1.00×1.40×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Airbnb audience vs. the country average
#·InterestCategoryAffinity×
01Sharing economyBusiness & Career6.72×
02Online marketplaceInternet & Social Media5.28×
03Mortgage calculatorHome & Garden3.11×
04Holiday cottageTravel & Leisure3.11×
05Google DocsInternet & Social Media2.81×
06FriendshipKids & Family2.32×
07DayBusiness & Career2.08×
08GmailInternet & Social Media2.01×
09NatureHome & Garden1.98×
10Concurrent Versions SystemTechnology & Electronics1.89×
11MoneyBusiness & Career1.80×
12CaliforniaTravel & Leisure1.78×
13Los AngelesTravel & Leisure1.74×
14Women's clothingFashion & Accessoires1.72×
15EducationBusiness & Career1.65×
16U.S. stateTravel & Leisure1.60×
17GiftShopping1.55×
18GeminiTechnology & Electronics1.55×
19BusinessBusiness & Career1.54×
20United StatesTravel & Leisure1.50×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Airbnb audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Airbnb audience vs. the country average · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.80×
TravellingTHRILL1.67×
SustainabilityBALANCE1.64×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Airbnb audience vs. the country average · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.83×
Social Media UsageJOY1.00×
Early Adopter MentalityPOWER1.00×
0×1.00× baseline2×
Appendix

Explore more audiences

More Travel website audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Airbnb over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/airbnb-9415” · Methodology