--- title: "Flight Centre: search popularity in Australia" description: "Flight Centre is a travel agency that books flights, holidays and cruises in store and online. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/brands/flight-centre" publisher: "Brandwave" --- # Flight Centre: search popularity in Australia Flight Centre is a travel agency that books flights, holidays and cruises in store and online. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Flight Centre - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among online travel agencies**: 16.9% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Online travel agencies | 3 | 16.9% | 550K | - [Online travel agencies](/demand/au/categories/au-online-travel-agencies) ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Skyscanner | 1st | 2 of 3 | 0 of 2 | 2 of 5 | | Expedia | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | Webjet | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Flight Centre | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Booking.com | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Luxury Escapes | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | Agoda | 7th | 2 of 3 | 0 of 2 | 2 of 5 | | Trip.com | 8th | 1 of 3 | 0 of 2 | 1 of 5 | ## Every AI answer about online travel agencies - Asked ChatGPT "Where should I book flights and hotels in Australia?": 1. Skyscanner, 2. Booking.com, 3. Agoda, 4. Expedia - Asked ChatGPT "What are the best travel booking sites in Australia?": 1. Skyscanner, 2. Booking.com, 3. Expedia, 4. Webjet, 5. Luxury Escapes, 6. Flight Centre, 7. Agoda, 8. Trip.com - Asked ChatGPT "What's the best site in Australia for booking a holiday package?": 1. Luxury Escapes, 2. Expedia, 3. Webjet, 4. Flight Centre - Searched Google, AI Overview "travel agency": named none of the brands we track - Searched Google, AI Overview "holiday packages": 1. Flight Centre, 2. Webjet Brands are listed in the order each answer named them. The answers were collected in Australia on October 22, 2026. ## How has branded search demand for Flight Centre changed in Australia over the last 12 months? - 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? - 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. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Online travel agencies | 673K | 19.5% | 3 | | Nov 2025 | Online travel agencies | 673K | 20.5% | 2 | | Dec 2025 | Online travel agencies | 550K | 18.6% | 2 | | Jan 2026 | Online travel agencies | 673K | 17.4% | 3 | | Feb 2026 | Online travel agencies | 550K | 17.2% | 3 | | Mar 2026 | Online travel agencies | 673K | 18.9% | 2 | | Apr 2026 | Online travel agencies | 550K | 18.6% | 2 | | May 2026 | Online travel agencies | 550K | 17.1% | 3 | | Jun 2026 | Online travel agencies | 550K | 17.1% | 3 | | Jul 2026 | Online travel agencies | 550K | 17.1% | 3 | | Aug 2026 | Online travel agencies | 550K | 17% | 3 | | Sep 2026 | Online travel agencies | 550K | 16.9% | 3 | ## How are Flight Centre’s branded searches counted? 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” ## Which online travel agencies compete with Flight Centre? - [Skyscanner](/demand/au/brands/skyscanner): Head-to-head: /demand/au/compare/flight-centre-vs-skyscanner - [Webjet](/demand/au/brands/webjet): Head-to-head: /demand/au/compare/flight-centre-vs-webjet - [Booking.com](/demand/au/brands/booking-com): Head-to-head: /demand/au/compare/booking-com-vs-flight-centre - [Luxury Escapes](/demand/au/brands/luxury-escapes): Head-to-head: /demand/au/compare/flight-centre-vs-luxury-escapes - [Agoda](/demand/au/brands/agoda): Head-to-head: /demand/au/compare/agoda-vs-flight-centre - [Expedia](/demand/au/brands/expedia) - [Trip.com](/demand/au/brands/trip-com) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Flight Centre: search popularity in Australia". https://gobrandwave.com/demand/au/brands/flight-centre This page is also available as HTML at https://gobrandwave.com/demand/au/brands/flight-centre. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.