Brandwave

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 78.3% estimated Share of Search among holiday rental platforms worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Airbnb78.3%
  2. Booking.com15.7%
  3. Vrbo5.8%
  4. HomeToGo0.16%
  5. Plum Guide0.04%
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Where does Airbnb compete?

Airbnb is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Holiday rental platforms1st of 578.3%Shown below
Holiday home rentals1st of 378.4%Show ranking

Which holiday rental platforms compete with Airbnb?

Airbnb against holiday rental platforms worldwide, by month

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
MonthAirbnbBooking.comVrboHomeToGoPlum Guide
Oct 202584.3%9.3%6.2%0.21%0.04%
Nov 202584.3%9.3%6.2%0.17%0.03%
Dec 202584.3%9.3%6.2%0.17%0.03%
Jan 202683.1%9.1%7.5%0.25%0.04%
Feb 202680.1%10.8%8.8%0.24%0.04%
Mar 202681.5%11%7.3%0.2%0.04%
Apr 202682.6%11.1%6.1%0.16%0.04%
May 202682.6%11.1%6.1%0.16%0.04%
Jun 202681.5%11%7.3%0.2%0.04%
Jul 202682.6%11.1%6.1%0.2%0.03%
Aug 202678.3%15.7%5.8%0.19%0.04%
Sep 202678.3%15.7%5.8%0.16%0.04%

  1. 1.Airbnb

    78.3%

    Held 1st. 37.2M estimated branded searches, -18.2% vs prior month. Share 0 points.

  2. 2.Booking.com

    15.7%

    Held 2nd. 7.5M estimated branded searches, -18.2% vs prior month. Share 0 points.

  3. 3.Vrbo

    5.8%

    Held 3rd. 2.7M estimated branded searches, -18.2% vs prior month. Share 0 points.

  4. 4.HomeToGo

    0.16%

    Held 4th. 74K estimated branded searches, -32.7% vs prior month. Share 0 points.

  5. 5.Plum Guide

    0.04%

    Held 5th. 18.1K estimated branded searches, -18.5% vs prior month. Share 0 points.

Compare search popularity between Airbnb and its closest rivals

Every comparison with Airbnb

How has branded search demand for Airbnb changed worldwide over the last 12 months?

  • 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 rental platforms worldwide decreased from 84.3% to 78.3%.
  • Across the 12 months ending September 2026, Airbnb’s estimated Share of Search among holiday rental platforms worldwide peaked at 84.3% in November 2025 and was lowest at 78.3% in August 2026.

How did search popularity change for holiday rental platforms worldwide in September 2026?

  1. Booking.com’s estimated Share of Search among holiday rental platforms worldwide has gained ground for 3 months in a row, from 11% to 15.7% in September 2026.

  2. Estimated monthly branded searches for HomeToGo worldwide fell 18.2% over 12 measured months, from 90.5K to 74K in September 2026.

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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How the Brand Demand Index is measured

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