---
title: "Online travel agencies in Australia: Which are searched most?"
description: "Compare the sites and agencies people book flights, hotels and holidays through. Share of Search among Skyscanner, Webjet, Flight Centre, Booking.com, Luxury Escapes, Agoda, Expedia and Trip.com, the online travel agencies Brandwave compares in Australia, using the same methodology, market, and reporting period. 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/categories/au-online-travel-agencies"
publisher: "Brandwave"
---

# Online travel agencies in Australia: Which are searched most?

Compare the sites and agencies people book flights, hotels and holidays through. Share of Search among Skyscanner, Webjet, Flight Centre, Booking.com, Luxury Escapes, Agoda, Expedia and Trip.com, the online travel agencies Brandwave compares in Australia, using the same methodology, market, and reporting period. 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

- **Competitive set**: Online travel agencies
- **Market**: Australia
- **Brands compared**: 8
- **Month measured**: Sep 2026
- **Highest Share of Search**: Skyscanner, 37.6%

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

- 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%.
- 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.

## 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.

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.

## Compare search popularity between leading brands

- [Skyscanner vs Webjet: compare search popularity](/demand/au/compare/skyscanner-vs-webjet): 37.6% against 20.7% Share of Search.
- [Skyscanner vs Flight Centre: compare search popularity](/demand/au/compare/flight-centre-vs-skyscanner): 37.6% against 16.9% Share of Search.
- [Skyscanner vs Booking.com: compare search popularity](/demand/au/compare/booking-com-vs-skyscanner): 37.6% against 7.6% Share of Search.
- [Skyscanner vs Luxury Escapes: compare search popularity](/demand/au/compare/luxury-escapes-vs-skyscanner): 37.6% against 7.6% Share of Search.
- [Webjet vs Flight Centre: compare search popularity](/demand/au/compare/flight-centre-vs-webjet): 20.7% against 16.9% Share of Search.
- [Webjet vs Booking.com: compare search popularity](/demand/au/compare/booking-com-vs-webjet): 20.7% against 7.6% Share of Search.
- [Webjet vs Luxury Escapes: compare search popularity](/demand/au/compare/luxury-escapes-vs-webjet): 20.7% against 7.6% Share of Search.
- [Flight Centre vs Booking.com: compare search popularity](/demand/au/compare/booking-com-vs-flight-centre): 16.9% against 7.6% Share of Search.
- [Flight Centre vs Luxury Escapes: compare search popularity](/demand/au/compare/flight-centre-vs-luxury-escapes): 16.9% against 7.6% Share of Search.
- [Booking.com vs Luxury Escapes: compare search popularity](/demand/au/compare/booking-com-vs-luxury-escapes): 7.6% Share of Search each.

## 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Skyscanner | 37.6% | 1.2M | 0.0% | Trip.com Group |
| 2 | Webjet | 20.7% | 673K | 0.0% | Webjet Group |
| 3 | Flight Centre | 16.9% | 550K | 0.0% | Flight Centre (NZ) Limited |
| 4 | Booking.com | 7.6% | 246K | 0.0% | Booking Holdings |
| 5 | Luxury Escapes | 7.6% | 246K | 0.0% | Luxury Escapes |
| 6 | Agoda | 4.2% | 135K | 0.0% | Booking Holdings |
| 7 | Expedia | 4.2% | 135K | 0.0% | Expedia Group |
| 8 | Trip.com | 1.2% | 40.5K | +22.4% | Trip.com Group |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Skyscanner | 1.2M | 35.3% | 1 |
| Oct 2025 | Webjet | 823K | 23.8% | 2 |
| Oct 2025 | Flight Centre | 673K | 19.5% | 3 |
| Oct 2025 | Luxury Escapes | 246K | 7.1% | 4 |
| Oct 2025 | Booking.com | 201K | 5.8% | 5 |
| Oct 2025 | Agoda | 135K | 3.9% | 6 |
| Oct 2025 | Expedia | 135K | 3.9% | 7 |
| Oct 2025 | Trip.com | 22.2K | 0.64% | 8 |
| Nov 2025 | Skyscanner | 1.2M | 37.2% | 1 |
| Nov 2025 | Flight Centre | 673K | 20.5% | 2 |
| Nov 2025 | Webjet | 673K | 20.5% | 3 |
| Nov 2025 | Luxury Escapes | 246K | 7.5% | 4 |
| Nov 2025 | Booking.com | 201K | 6.1% | 5 |
| Nov 2025 | Expedia | 135K | 4.1% | 6 |
| Nov 2025 | Agoda | 110K | 3.4% | 7 |
| Nov 2025 | Trip.com | 22.2K | 0.68% | 8 |
| Dec 2025 | Skyscanner | 1.2M | 41.2% | 1 |
| Dec 2025 | Flight Centre | 550K | 18.6% | 2 |
| Dec 2025 | Webjet | 550K | 18.6% | 3 |
| Dec 2025 | Booking.com | 201K | 6.8% | 4 |
| Dec 2025 | Luxury Escapes | 201K | 6.8% | 5 |
| Dec 2025 | Agoda | 110K | 3.7% | 6 |
| Dec 2025 | Expedia | 110K | 3.7% | 7 |
| Dec 2025 | Trip.com | 22.2K | 0.75% | 8 |
| Jan 2026 | Skyscanner | 1.5M | 38.8% | 1 |
| Jan 2026 | Webjet | 823K | 21.3% | 2 |
| Jan 2026 | Flight Centre | 673K | 17.4% | 3 |
| Jan 2026 | Luxury Escapes | 301K | 7.8% | 4 |
| Jan 2026 | Booking.com | 246K | 6.4% | 5 |
| Jan 2026 | Expedia | 165K | 4.3% | 6 |
| Jan 2026 | Agoda | 135K | 3.5% | 7 |
| Jan 2026 | Trip.com | 22.2K | 0.57% | 8 |
| Feb 2026 | Skyscanner | 1.2M | 38.1% | 1 |
| Feb 2026 | Webjet | 673K | 21% | 2 |
| Feb 2026 | Flight Centre | 550K | 17.2% | 3 |
| Feb 2026 | Booking.com | 246K | 7.7% | 4 |
| Feb 2026 | Luxury Escapes | 246K | 7.7% | 5 |
| Feb 2026 | Expedia | 135K | 4.2% | 6 |
| Feb 2026 | Agoda | 110K | 3.4% | 7 |
| Feb 2026 | Trip.com | 18.1K | 0.57% | 8 |
| Mar 2026 | Skyscanner | 1.5M | 42.1% | 1 |
| Mar 2026 | Flight Centre | 673K | 18.9% | 2 |
| Mar 2026 | Webjet | 673K | 18.9% | 3 |
| Mar 2026 | Booking.com | 246K | 6.9% | 4 |
| Mar 2026 | Luxury Escapes | 201K | 5.6% | 5 |
| Mar 2026 | Expedia | 135K | 3.8% | 6 |
| Mar 2026 | Agoda | 110K | 3.1% | 7 |
| Mar 2026 | Trip.com | 27.1K | 0.76% | 8 |
| Apr 2026 | Skyscanner | 1.2M | 41.2% | 1 |
| Apr 2026 | Flight Centre | 550K | 18.6% | 2 |
| Apr 2026 | Webjet | 550K | 18.6% | 3 |
| Apr 2026 | Booking.com | 201K | 6.8% | 4 |
| Apr 2026 | Luxury Escapes | 201K | 6.8% | 5 |
| Apr 2026 | Agoda | 110K | 3.7% | 6 |
| Apr 2026 | Expedia | 110K | 3.7% | 7 |
| Apr 2026 | Trip.com | 22.2K | 0.75% | 8 |
| May 2026 | Skyscanner | 1.2M | 38% | 1 |
| May 2026 | Webjet | 673K | 21% | 2 |
| May 2026 | Flight Centre | 550K | 17.1% | 3 |
| May 2026 | Booking.com | 246K | 7.7% | 4 |
| May 2026 | Luxury Escapes | 246K | 7.7% | 5 |
| May 2026 | Expedia | 135K | 4.2% | 6 |
| May 2026 | Agoda | 110K | 3.4% | 7 |
| May 2026 | Trip.com | 27.1K | 0.85% | 8 |
| Jun 2026 | Skyscanner | 1.2M | 38% | 1 |
| Jun 2026 | Webjet | 673K | 21% | 2 |
| Jun 2026 | Flight Centre | 550K | 17.1% | 3 |
| Jun 2026 | Booking.com | 246K | 7.7% | 4 |
| Jun 2026 | Luxury Escapes | 246K | 7.7% | 5 |
| Jun 2026 | Expedia | 135K | 4.2% | 6 |
| Jun 2026 | Agoda | 110K | 3.4% | 7 |
| Jun 2026 | Trip.com | 27.1K | 0.85% | 8 |
| Jul 2026 | Skyscanner | 1.2M | 38% | 1 |
| Jul 2026 | Webjet | 673K | 21% | 2 |
| Jul 2026 | Flight Centre | 550K | 17.1% | 3 |
| Jul 2026 | Booking.com | 246K | 7.7% | 4 |
| Jul 2026 | Luxury Escapes | 246K | 7.7% | 5 |
| Jul 2026 | Expedia | 135K | 4.2% | 6 |
| Jul 2026 | Agoda | 110K | 3.4% | 7 |
| Jul 2026 | Trip.com | 27.1K | 0.85% | 8 |
| Aug 2026 | Skyscanner | 1.2M | 37.7% | 1 |
| Aug 2026 | Webjet | 673K | 20.8% | 2 |
| Aug 2026 | Flight Centre | 550K | 17% | 3 |
| Aug 2026 | Booking.com | 246K | 7.6% | 4 |
| Aug 2026 | Luxury Escapes | 246K | 7.6% | 5 |
| Aug 2026 | Agoda | 135K | 4.2% | 6 |
| Aug 2026 | Expedia | 135K | 4.2% | 7 |
| Aug 2026 | Trip.com | 33.1K | 1% | 8 |
| Sep 2026 | Skyscanner | 1.2M | 37.6% | 1 |
| Sep 2026 | Webjet | 673K | 20.7% | 2 |
| Sep 2026 | Flight Centre | 550K | 16.9% | 3 |
| Sep 2026 | Booking.com | 246K | 7.6% | 4 |
| Sep 2026 | Luxury Escapes | 246K | 7.6% | 5 |
| Sep 2026 | Agoda | 135K | 4.2% | 6 |
| Sep 2026 | Expedia | 135K | 4.2% | 7 |
| Sep 2026 | Trip.com | 40.5K | 1.2% | 8 |

## What is being compared

- **Agoda**: Measured on the search term “agoda”.
- **Booking.com**: Measured on the search term “booking.com”.
- **Expedia**: Measured on the search term “expedia”.
- **Flight Centre**: Measured on the search term “flight centre”.
- **Luxury Escapes**: Measured on the search term “luxury escapes”.
- **Skyscanner**: Measured on the search term “skyscanner”.
- **Trip.com**: Measured on the search term “trip.com”.
- **Webjet**: Measured on the search term “webjet”.

- [Agoda](/demand/au/brands/agoda)
- [Booking.com](/demand/au/brands/booking-com)
- [Expedia](/demand/au/brands/expedia)
- [Flight Centre](/demand/au/brands/flight-centre)
- [Luxury Escapes](/demand/au/brands/luxury-escapes)
- [Skyscanner](/demand/au/brands/skyscanner)
- [Trip.com](/demand/au/brands/trip-com)
- [Webjet](/demand/au/brands/webjet)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Online travel agencies in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-online-travel-agencies

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-online-travel-agencies. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.