Rascasse Audience Intelligence

Butlins Target Market in United Kingdom

Butlins has an estimated audience of 4M people in United Kingdom.

#209among brands in United Kingdom
#158in Travel & Leisure

The average Butlins fan in United Kingdom is 46.9 years old, more female, and lives primarily in South East.

Most fans live in South East, West Midlands, South West.

Top affinities include Center Parcs, Center Parcs UK, Parkdean Holidays, with strongest over-indexing on Center Parcs (2.95× the country average).

Demographically, the Butlins audience skews more female with an average age of 46.9, and over-indexes on personality traits such as Travelling, Family Orientation.

The typical Butlins fan in United Kingdom is more female, around 46.9 years old, with strong Travelling tendencies and a notable affinity for Center Parcs.

Category: Travel & Leisure · Type: Brand

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
4M
in United Kingdom
Gender
66.3%♀
33.7% male
Age
46.9
average years
Country rank
#1843
among all objects in United Kingdom
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Butlins

66.3% are female, 33.7% are male, average age 46.9.

Fig. 02

Gender split

66.3%
Female
33.7%
Male
Demographic split for Butlins audience in United Kingdom
MetricValue
Female66.3%
Male33.7%
Average age46.9
Estimated audience size4M
Fig. 03

Age distribution

Ø 46.9
average years
Age distribution of the Butlins audience in United Kingdom
Age bracketShare%
16-245%
25-3414%
35-4420%
45-5426%
55+35%
Fig. 04

Worldwide distribution

95.1%

of the worldwide Butlins audience comes from United Kingdom.

Worldwide audience distribution share by country for Butlins
CountryShare
United Kingdom95.1%
United States1.1%
Ireland0.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United Kingdom average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Butlins customers by region in United Kingdom
#RegionReachAffinity×
01Wales~400K2.27×
02West Midlands~500K1.44×
03South West~500K1.44×
04Yorkshire and the Humber~400K1.20×
05East Midlands~300K1.03×
06South East~600K1.01×
07East of England~300K0.81×
08North East~100K0.79×
09Scotland~100K0.45×
10Northern Ireland~40K0.33×
11North West~100K0.29×
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 Butlins audience vs. the country average
#·InterestCategoryAffinity×
01Center ParcsTravel & Leisure2.95×
02Center Parcs UKTravel & Leisure2.86×
03Parkdean HolidaysTravel & Leisure2.74×
04HoseasonsTravel & Leisure2.48×
05TUI CruisesTravel & Leisure2.34×
06Mecca BingoGames2.17×
07Cash ConvertersBusiness & Career2.13×
08MSC CruisesTravel & Leisure1.88×
09Holiday Park, GermanyTravel & Leisure1.78×
10P&O CruisesTravel & Leisure1.72×
11Log cabinHome & Garden1.70×
12Water parkTravel & Leisure1.69×
13GlampingTravel & Leisure1.62×
14StaycationHome & Garden1.60×
15NorwayTravel & Leisure1.58×
16We Buy Any CarCars & Mobility1.55×
17The EntertainerMovies & TV1.54×
18J. D. WilliamsShopping1.52×
19Hot tubHome & Garden1.50×
20Virgin AtlanticTravel & Leisure1.50×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Butlins audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Butlins audience vs. the country average · What stands out
TraitClusterDeviationScore
TravellingTHRILL1.15×
Family OrientationCONSERVATISM1.14×
Price SensitivityPREMIUM1.11×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Butlins audience vs. the country average · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.86×
Luxury OrientationPREMIUM0.88×
MindfulnessBALANCE0.89×
0×1.00× baseline2×
Appendix

Explore more audiences

More Travel & Leisure audiences in United Kingdom

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United Kingdom with measurable interest in Butlins 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
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/gb/butlins-160042” · Methodology