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.<\/p>\n\n\n\n
On vacation rental websites, that sample leans clearly female, and a bit older.<\/p>\n\n\n\n
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:<\/p>\n\n\n\n
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%.<\/p>\n\n\n\n
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.<\/p>\n","protected":false},"excerpt":{"rendered":"
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.<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"insight_format":"Data point","insight_takeaway":"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.","insight_action":"In Google Analytics 4 (GA4), open Reports > User attributes > Demographic details (Google signals must be turned on) to see your own visitors' gender and age split, then compare it with these medians before you rewrite your homepage or listing copy.","insight_source_url":"","insight_read_time":"","insight_featured":"0"},"insight_industry":[78],"insight_topic":[48],"class_list":["post-419","insight","type-insight","status-publish","hentry","insight_industry-vacation-rentals-short-term-stays","insight_topic-analytics-measurement"],"acf":{"insight_format":"Data point","insight_takeaway":"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.","insight_action":"In Google Analytics 4 (GA4), open Reports > User attributes > Demographic details (Google signals must be turned on) to see your own visitors' gender and age split, then compare it with these medians before you rewrite your homepage or listing copy.","insight_source_url":"","insight_read_time":"","insight_featured":false},"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t