How popular isAirbnb in search?
In September 2026, there were an estimated 37.2M branded searches for Airbnb worldwide which held steady over the last 12 months. Airbnb holds 78.4% estimated Share of Search among holiday home rentals worldwide and is ranked 1st of 3 competitors for search popularity. These are worldwide searches for English-language branded terms.
Airbnb78.4%
Booking.com15.9%Vrbo5.8%
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Which holiday home rentals compete with Airbnb?
Share of Search by month for Airbnb, Booking.com, Vrbo. The figures are in the table below the chart.
View monthly share of search table
| Month | Airbnb | Booking.com | Vrbo |
|---|---|---|---|
| Oct 2025 | 84.3% | 9.4% | 6.2% |
| Nov 2025 | 84.3% | 9.4% | 6.2% |
| Dec 2025 | 84.3% | 9.4% | 6.2% |
| Jan 2026 | 83.2% | 9.3% | 7.5% |
| Feb 2026 | 80.3% | 10.9% | 8.8% |
| Mar 2026 | 81.6% | 11.1% | 7.3% |
| Apr 2026 | 82.7% | 11.3% | 6.1% |
| May 2026 | 82.7% | 11.3% | 6.1% |
| Jun 2026 | 81.6% | 11.1% | 7.3% |
| Jul 2026 | 82.7% | 11.2% | 6.1% |
| Aug 2026 | 78.4% | 15.9% | 5.8% |
| Sep 2026 | 78.4% | 15.9% | 5.8% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 78.4% | 37.2M | -18.2% | 0 points | |
| 2, held 2nd | 15.9% | 7.5M | -18.3% | 0 points | |
| 3, held 3rd | 5.8% | 2.7M | -18.2% | 0 points |
Compare search popularity between Airbnb and its closest rivals
Every comparison with Airbnb
4 comparisons
How has branded search demand for Airbnb changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Airbnb worldwide held steady at 37.2M.
- Across the 12 months ending September 2026, Airbnb’s estimated Share of Search among holiday home rentals worldwide decreased from 84.3% to 78.4%.
- Across the 12 months ending September 2026, Airbnb’s estimated Share of Search among holiday home rentals worldwide peaked at 84.3% in October 2025 and was lowest at 78.4% in August 2026.
How did search popularity change for holiday home rentals worldwide in September 2026?
1 change
Estimated monthly branded searches for Booking.com worldwide rose 80.8% over 12 measured months, from 4.2M to 7.5M in September 2026.
Where does Airbnb compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Holiday rental platforms | 1st of 5 | 78.2% | Show ranking |
| Holiday home rentals | 1st of 3 | 78.4% | Shown above |
How is Airbnb measured?
Brandwave collects information about searches that people make online using Airbnb’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.
1 branded search term
- airbnb
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Is Airbnb your brand?
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