How popular isBooking.com in search?
In September 2026, there were an estimated 7.5M branded searches for Booking.com worldwide which is up 80.8% over the last 12 months. Booking.com holds 15.9% estimated Share of Search among holiday home rentals worldwide and is ranked 2nd of 3 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which holiday home rentals compete with Booking.com?
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 Booking.com and its closest rivals
How has branded search demand for Booking.com changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Booking.com worldwide rose from 4.2M to 7.5M.
- Across the 12 months ending September 2026, Booking.com’s estimated Share of Search among holiday home rentals worldwide increased from 9.4% to 15.9%.
- Across the 12 months ending September 2026, Booking.com’s estimated Share of Search among holiday home rentals worldwide peaked at 15.9% in August 2026 and was lowest at 9.3% in January 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 Booking.com compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Online travel booking sites | 3rd of 6 | 10.7% | Show ranking |
| Online travel agencies | 3rd of 6 | 10.8% | Show ranking |
| Holiday rental platforms | 2nd of 5 | 15.7% | Show ranking |
| Holiday home rentals | 2nd of 3 | 15.9% | Shown above |
| Travel booking platforms | 2nd of 5 | 31% | Show ranking |
How is Booking.com measured?
Brandwave collects information about searches that people make online using Booking.com’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
2 branded search terms
- booking com
- bookingcom
Who owns Booking.com?
Booking.com is owned by 
Booking Holdings. Brandwave also tracks 
Agoda, owned by the same company, worldwide.
Do you work for Booking.com? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Booking.com your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.