Brandwave

How popular isBooking.com in search?

In August 2026, there were an estimated 74K branded searches for Booking.com worldwide which held steady over the last 11 months. Booking.com holds 0.15% estimated Share of Search among holiday rental platforms worldwide and is ranked 4th of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Airbnb92.8%
  2. Vrbo6.8%
  3. HomeToGo0.22%
  4. Booking.com0.15%
  5. Plum Guide0.05%
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Which holiday rental platforms compete with Booking.com?

Booking.com against holiday rental platforms worldwide, by month

Share of Search by month for Airbnb, Vrbo, Booking.com. The figures are in the table below the chart.

View monthly share of search table
MonthAirbnbVrboHomeToGoBooking.comPlum Guide
Oct 202592.7%6.8%0.23%0.18%0.05%
Nov 202592.8%6.8%0.18%0.18%0.04%
Dec 202592.8%6.8%0.18%0.18%0.04%
Jan 202691.3%8.2%0.27%0.15%0.04%
Feb 202689.7%9.9%0.27%0.15%0.04%
Mar 202691.4%8.2%0.22%0.15%0.04%
Apr 202692.8%6.8%0.18%0.15%0.05%
May 202692.8%6.8%0.18%0.15%0.05%
Jun 202691.4%8.2%0.22%0.15%0.04%
Jul 202692.8%6.8%0.23%0.12%0.04%
Aug 202692.8%6.8%0.22%0.15%0.05%
Sep 2026—————

  1. 1.Airbnb

    92.8%

    Held 1st. 45.5M estimated branded searches, -18.2% vs prior month. Share 0 points.

  2. 2.Vrbo

    6.8%

    Held 2nd. 3.4M estimated branded searches, -18.1% vs prior month. Share 0 points.

  3. 3.HomeToGo

    0.22%

    Held 3rd. 110K estimated branded searches, -18.5% vs prior month. Share 0 points.

  4. 4.Booking.com

    0.15%

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

  5. 5.Plum Guide

    0.05%

    Held 5th. 22.2K estimated branded searches, 0% vs prior month. Share 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?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Booking.com worldwide held steady at 74K.
  • Across the 11 months ending August 2026, Booking.com’s estimated Share of Search among holiday rental platforms worldwide held steady, from 0.18% to 0.15%.

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

  1. Estimated monthly branded searches for Plum Guide worldwide rose 22.7% over 11 measured months, from 18.1K to 22.2K in August 2026.

  2. Estimated monthly branded searches for Airbnb worldwide rose 22.3% over 11 measured months, from 37.2M to 45.5M in August 2026.

  3. Estimated monthly branded searches for Vrbo worldwide rose 22.3% over 11 measured months, from 2.7M to 3.4M in August 2026.

  4. Estimated monthly branded searches for HomeToGo worldwide rose 21.5% over 11 measured months, from 90.5K to 110K in August 2026.

Where does Booking.com compete?

Booking.com is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Online travel agencies5th of 60.12%Show ranking
Holiday rental platforms4th of 50.15%Shown above
Travel booking platforms4th of 50.45%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 this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • bookingcom

How the Brand Demand Index is measured

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.

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