Women Account for About 6 in 10 Visits to Vacation Rental Websites
On the median vacation rental website connected to Diib, women made up 62% of visits with a known gender, versus 51% across all websites. The gap showed up in every one of the last 12 complete months.
If you run a vacation rental, the person browsing your website is more likely to be a woman, and less likely to be 18 to 24, than on the typical website in Diib's data. That visitor may well be planning for a group, so your photos, descriptions and house rules should answer the questions a trip planner asks.
Google Analytics estimates the age and gender of some of a website’s visitors, using signals from people who are signed in to Google. It only covers visits where Google can make that estimate, so it’s a sample, not a headcount.
On vacation rental websites, that sample leans clearly female, and a bit older.
What the data shows
Diib looked at each connected website’s most recent Google Analytics demographics from the last 90 days (as of October 2026), counting only visits with a known gender and age bracket:
- On the median vacation rental website (77 websites), women accounted for 62% of visits, versus 51% across all 14,753 websites in Diib’s data with these estimates. The middle half of vacation rental sites ranged from 54% to 71% women.
- Visitors aged 18 to 24 made up 4% of visits on the median vacation rental site, versus 11% across all sites. Visitors aged 55 to 64 made up 15%, versus 11%.
- This isn’t a one-month blip. In each of the last 12 complete months (October 2025 to September 2026), the median vacation rental site’s female share was higher than the all-site median: 59% to 64%, versus 49% to 51%. The 18-to-24 share was lower every month, and the 55-to-64 share was higher every month, though only barely in February 2026.
What this does and doesn’t tell you
This is aggregated Diib data from websites connected to Diib, so it reflects those businesses rather than every vacation rental. Google only estimates demographics for some visitors, and smaller sites may have few such visits, so any single site’s split can be noisy. Each median is calculated separately, so the figures don’t add up to 100%.
One plausible reading is that the person researching a family or group getaway is more often a woman, and less often in her early twenties. The data shows who visited, not who booked or paid, and it can’t explain why.