How popular isFlight Centre?
In September 2026, people searched for Flight Centre by name about 550,000 times in Australia, an 18.3% decrease from the previous year. These searches made up 16.9% of all Australia online travel agency searches, placing Flight Centre third out of eight agencies. When we asked both ChatGPT and Google AI Overviews about online travel agencies, Flight Centre appeared in three of the five answers and was the joint third most recommended of the eight.
Flight Centre is the third most searched of 8 competitors and the joint third most recommended in AI answers.
SkyscannerShare of searches 37.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
WebjetShare of searches 20.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
Flight CentreShare of searches 16.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
Booking.comShare of searches 7.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
Luxury EscapesShare of searches 7.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
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Top online travel agencies in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Flight Centre was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Flight Centre is the joint third most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Skyscanner1st
Expedia2nd- Webjet3rd
- Flight Centre3rd
- Booking.com3rd
- Luxury Escapes6th
Agoda7th
Trip.com8th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Webjet3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Flight Centre3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Expedia3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Skyscanner2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Booking.com2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Luxury Escapes2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Agoda2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Trip.com1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about online travel agencies
5 answers
Asked ChatGPT
“Where should I book flights and hotels in Australia?”
Asked ChatGPT
“What are the best travel booking sites in Australia?”
Asked ChatGPT
“What's the best site in Australia for booking a holiday package?”
Searched Google, AI Overview
“travel agency”
Searched Google, AI Overview
“holiday packages”
Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.
Which online travel agencies compete with Flight Centre?
Share of searches by month for Skyscanner, Webjet, Flight Centre, Booking.com, Luxury Escapes, Agoda, Expedia. The figures are in the table below the chart.
View monthly share of searches table
| Month | Skyscanner | Webjet | Flight Centre | Booking.com | Luxury Escapes | Agoda | Expedia | Trip.com |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 35.3% | 23.8% | 19.5% | 5.8% | 7.1% | 3.9% | 3.9% | 0.64% |
| Nov 2025 | 37.2% | 20.5% | 20.5% | 6.1% | 7.5% | 3.4% | 4.1% | 0.68% |
| Dec 2025 | 41.2% | 18.6% | 18.6% | 6.8% | 6.8% | 3.7% | 3.7% | 0.75% |
| Jan 2026 | 38.8% | 21.3% | 17.4% | 6.4% | 7.8% | 3.5% | 4.3% | 0.57% |
| Feb 2026 | 38.1% | 21% | 17.2% | 7.7% | 7.7% | 3.4% | 4.2% | 0.57% |
| Mar 2026 | 42.1% | 18.9% | 18.9% | 6.9% | 5.6% | 3.1% | 3.8% | 0.76% |
| Apr 2026 | 41.2% | 18.6% | 18.6% | 6.8% | 6.8% | 3.7% | 3.7% | 0.75% |
| May 2026 | 38% | 21% | 17.1% | 7.7% | 7.7% | 3.4% | 4.2% | 0.85% |
| Jun 2026 | 38% | 21% | 17.1% | 7.7% | 7.7% | 3.4% | 4.2% | 0.85% |
| Jul 2026 | 38% | 21% | 17.1% | 7.7% | 7.7% | 3.4% | 4.2% | 0.85% |
| Aug 2026 | 37.7% | 20.8% | 17% | 7.6% | 7.6% | 4.2% | 4.2% | 1% |
| Sep 2026 | 37.6% | 20.7% | 16.9% | 7.6% | 7.6% | 4.2% | 4.2% | 1.2% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 37.6% | 1.2M | 0% | -0.1 points | |
| 2, held 2nd | 20.7% | 673K | 0% | 0 points | |
| 3, held 3rd | 16.9% | 550K | 0% | 0 points | |
| 4, held 4th | 7.6% | 246K | 0% | 0 points | |
| 5, held 5th | 7.6% | 246K | 0% | 0 points | |
| 6, held 6th | 4.2% | 135K | 0% | 0 points | |
| 7, held 7th | 4.2% | 135K | 0% | 0 points | |
| 8, held 8th | 1.2% | 40.5K | +22.4% | +0.2 points |
37.6%
Held 1st. 1.2M estimated branded searches, 0% vs prior month. Share -0.1 points.
2.
Webjet20.7%
Held 2nd. 673K estimated branded searches, 0% vs prior month. Share 0 points.
16.9%
Held 3rd. 550K estimated branded searches, 0% vs prior month. Share 0 points.
7.6%
Held 4th. 246K estimated branded searches, 0% vs prior month. Share 0 points.
7.6%
Held 5th. 246K estimated branded searches, 0% vs prior month. Share 0 points.
6.
Agoda4.2%
Held 6th. 135K estimated branded searches, 0% vs prior month. Share 0 points.
7.
Expedia4.2%
Held 7th. 135K estimated branded searches, 0% vs prior month. Share 0 points.
8.
Trip.com1.2%
Held 8th. 40.5K estimated branded searches, +22.4% vs prior month. Share +0.2 points.
Compare popularity between Flight Centre and its closest rivals
Every comparison with Flight Centre
7 comparisons
How has branded search demand for Flight Centre changed in Australia over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Flight Centre in Australia fell from 673K to 550K.
- Across the 12 months ending September 2026, Flight Centre’s share of searches among online travel agencies in Australia decreased from 19.5% to 16.9%.
- Across the 12 months ending September 2026, Flight Centre’s share of searches among online travel agencies in Australia peaked at 20.5% in November 2025 and was lowest at 16.9% in September 2026.
How did search popularity change for Australia online travel agencies in September 2026?
4 changes
Estimated monthly branded searches for Trip.com in Australia rose 82.4% over 12 measured months, from 22.2K to 40.5K in September 2026.
Estimated monthly branded searches for Booking.com in Australia rose 22.4% over 12 measured months, from 201K to 246K in September 2026.
Estimated monthly branded searches for Flight Centre in Australia fell 18.3% over 12 measured months, from 673K to 550K in September 2026.
Estimated monthly branded searches for Webjet in Australia fell 18.2% over 12 measured months, from 823K to 673K in September 2026.
How are Flight Centre’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Flight Centre’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- flight centre
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