--- title: "Booking.com vs Flight Centre: Which is searched more in Australia?" description: "Is Booking.com or Flight Centre more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Online travel agencies set in Australia. 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/compare/booking-com-vs-flight-centre" publisher: "Brandwave" --- # Booking.com vs Flight Centre: Which is searched more in Australia? Is Booking.com or Flight Centre more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Online travel agencies set in Australia. 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 - **Compared**: Booking.com and Flight Centre - **Competitive set**: Online travel agencies - **Market**: Australia - **Month measured**: Sep 2026 - **Booking.com Share of Search**: 7.6% - **Flight Centre Share of Search**: 16.9% ## Is Booking.com or Flight Centre more popular in search? - In September 2026, Flight Centre had more branded searches than Booking.com among online travel agencies in Australia. Flight Centre had about 550,000 branded searches, while Booking.com had 246,000. Flight Centre made up 16.9% of all online travel agency searches we track, and Booking.com accounted for 7.6%. - Flight Centre was ahead of Booking.com in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Booking.com’s share of searches among online travel agencies in Australia moved from 5.8% to 7.6%, and its estimated monthly branded searches moved from 201K to 246K. - Across the 12 months ending September 2026, Flight Centre’s share of searches among online travel agencies in Australia moved from 19.5% to 16.9%, and its estimated monthly branded searches moved from 673K to 550K. ## 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. Booking.com was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Booking.com and Flight Centre were each listed first in two of the four answers. 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 did search popularity change for Australia online travel agencies 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. ## Month by month | Month | Booking.com estimated searches | Booking.com Share of Search | Booking.com rank | Flight Centre estimated searches | Flight Centre Share of Search | Flight Centre rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 201K | 5.8% | 5 | 673K | 19.5% | 3 | | Nov 2025 | 201K | 6.1% | 5 | 673K | 20.5% | 2 | | Dec 2025 | 201K | 6.8% | 4 | 550K | 18.6% | 2 | | Jan 2026 | 246K | 6.4% | 5 | 673K | 17.4% | 3 | | Feb 2026 | 246K | 7.7% | 4 | 550K | 17.2% | 3 | | Mar 2026 | 246K | 6.9% | 4 | 673K | 18.9% | 2 | | Apr 2026 | 201K | 6.8% | 4 | 550K | 18.6% | 2 | | May 2026 | 246K | 7.7% | 4 | 550K | 17.1% | 3 | | Jun 2026 | 246K | 7.7% | 4 | 550K | 17.1% | 3 | | Jul 2026 | 246K | 7.7% | 4 | 550K | 17.1% | 3 | | Aug 2026 | 246K | 7.6% | 4 | 550K | 17% | 3 | | Sep 2026 | 246K | 7.6% | 4 | 550K | 16.9% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Booking.com’s and Flight Centre’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **Booking.com**: Measured on the search term “booking.com”. - **Flight Centre**: Measured on the search term “flight centre”. - [Booking.com profile](/demand/au/brands/booking-com) - [Flight Centre profile](/demand/au/brands/flight-centre) - [All online travel agencies in Australia](/demand/au/categories/au-online-travel-agencies): The set both shares are measured inside, 8 brands. ## 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 ### Is Booking.com or Flight Centre more popular in search? In September 2026, Flight Centre had more branded searches than Booking.com among online travel agencies in Australia. Flight Centre had about 550,000 branded searches, while Booking.com had 246,000. Flight Centre made up 16.9% of all online travel agency searches we track, and Booking.com accounted for 7.6%. ## Cite this page Brandwave. "Booking.com vs Flight Centre: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/booking-com-vs-flight-centre This page is also available as HTML at https://gobrandwave.com/demand/au/compare/booking-com-vs-flight-centre. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.