Online travel agencies in Australia:Which are most popular?

Name: Online travel agencies in Australia: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Skyscanner was the most searched online travel agency in Australia, accounting for 37.6% of all searches among the eight agencies we track. When we checked with ChatGPT and Google AI Overviews, Webjet, Flight Centre and Expedia were mentioned most often, in three of the five answers. Skyscanner was recommended most often, coming first in two out of four responses that gave a list.

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Top online travel agencies in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Webjet, Flight Centre and Expedia were mentioned most often, in three of the five answers. Skyscanner was recommended most often, coming first in two out of four answers that gave a list. Expedia was second, and Webjet, Flight Centre and Booking.com tied for third.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Webjet	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Flight Centre	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Expedia	Named in 3 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	3 of 5
Skyscanner	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Booking.com	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Luxury Escapes	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Agoda	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Trip.com	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5

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?”
1. 1Skyscanner
2. 2Booking.com
3. 3Agoda
4. 4Expedia
Asked ChatGPT
“What are the best travel booking sites in Australia?”
1. 1Skyscanner
2. 2Booking.com
3. 3Expedia
4. 4Webjet
5. 5Luxury Escapes
6. 6Flight Centre
7. 7Agoda
8. 8Trip.com
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”
1. 1Flight Centre
2. 2Webjet

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Which online travel agencies do people search for most?

This chart shows how often people search Google for each online travel agency by name. Each line represents a brand's share of searches for all eight online travel agencies we track, month by month, from searches in Australia.

Share of searches among online travel agencies in Australia, by month

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	Skyscanner Trip.com Group	37.6%	1.2M	0%	-0.1 points
2, held 2nd	Webjet	20.7%	673K	0%	0 points
3, held 3rd	Flight Centre	16.9%	550K	0%	0 points
4, held 4th	Booking.com Booking Holdings	7.6%	246K	0%	0 points
5, held 5th	Luxury Escapes	7.6%	246K	0%	0 points
6, held 6th	Agoda Booking Holdings	4.2%	135K	0%	0 points
7, held 7th	Expedia	4.2%	135K	0%	0 points
8, held 8th	Trip.com Trip.com Group	1.2%	40.5K	+22.4%	+0.2 points

1.Skyscanner
37.6%
Held 1st. 1.2M estimated branded searches, 0% vs prior month. Share -0.1 points.
2.Webjet
20.7%
Held 2nd. 673K estimated branded searches, 0% vs prior month. Share 0 points.
3.Flight Centre
16.9%
Held 3rd. 550K estimated branded searches, 0% vs prior month. Share 0 points.
4.Booking.com
7.6%
Held 4th. 246K estimated branded searches, 0% vs prior month. Share 0 points.
5.Luxury Escapes
7.6%
Held 5th. 246K estimated branded searches, 0% vs prior month. Share 0 points.
6.Agoda
4.2%
Held 6th. 135K estimated branded searches, 0% vs prior month. Share 0 points.
7.Expedia
4.2%
Held 7th. 135K estimated branded searches, 0% vs prior month. Share 0 points.
8.Trip.com
1.2%
Held 8th. 40.5K estimated branded searches, +22.4% vs prior month. Share +0.2 points.

Which brand is most popular in search among online travel agencies in Australia?

8 brands

In September 2026, Skyscanner was the most searched among online travel agencies in Australia, with an estimated 1.2M branded searches, 37.6% of all searches for the eight we track. Webjet is in 2nd place, 16.9 percentage points behind at 20.7%.

Australia online travel agencies, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Skyscanner	35.3% → 37.6%	42.1%Mar 2026	35.3%Oct 2025	1st
Webjet	23.8% → 20.7%	23.8%Oct 2025	18.6%Dec 2025	2nd
Flight Centre	19.5% → 16.9%	20.5%Nov 2025	16.9%Sep 2026	3rd
Booking.com	5.8% → 7.6%	7.7%Feb 2026	5.8%Oct 2025	5th → 4th
Luxury Escapes	7.1% → 7.6%	7.8%Jan 2026	5.6%Mar 2026	4th → 5th
Agoda	3.9% → 4.2%	4.2%Aug 2026	3.1%Mar 2026	6th
Expedia	3.9% → 4.2%	4.3%Jan 2026	3.7%Dec 2025	7th
Trip.com	0.64% → 1.2%	1.2%Sep 2026	0.57%Feb 2026	8th

Each finding as a sentence

Across the 12 months ending September 2026, Skyscanner’s share of searches among online travel agencies in Australia increased from 35.3% to 37.6%.
Across the 12 months ending September 2026, Webjet’s share of searches among online travel agencies in Australia decreased from 23.8% to 20.7%.
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, Booking.com’s share of searches among online travel agencies in Australia increased from 5.8% to 7.6%.
Across the 12 months ending September 2026, Trip.com’s share of searches among online travel agencies in Australia increased from 0.64% to 1.2%.
Across the 12 months ending September 2026, Skyscanner’s share of searches among online travel agencies in Australia peaked at 42.1% in March 2026 and was lowest at 35.3% in October 2025.
Across the 12 months ending September 2026, Webjet’s share of searches among online travel agencies in Australia peaked at 23.8% in October 2025 and was lowest at 18.6% in December 2025.
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.
Across the 12 months ending September 2026, Booking.com’s share of searches among online travel agencies in Australia peaked at 7.7% in February 2026 and was lowest at 5.8% in October 2025.
Across the 12 months ending September 2026, Luxury Escapes’ share of searches among online travel agencies in Australia peaked at 7.8% in January 2026 and was lowest at 5.6% in March 2026.
Across the 12 months ending September 2026, Agoda’s share of searches among online travel agencies in Australia peaked at 4.2% in August 2026 and was lowest at 3.1% in March 2026.
Across the 12 months ending September 2026, Booking.com rose from 5th to 4th among online travel agencies in Australia.
Across the 12 months ending September 2026, Luxury Escapes fell from 4th to 5th among online travel agencies in Australia.
Across the 12 months ending September 2026, Agoda and Expedia held steady: their share of searches among online travel agencies in Australia each moved less than 0.5 percentage points.

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 branded searches counted for online travel agencies?

8 search terms

Each brand's share of searches among online travel agencies comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.