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 10.7% estimated Share of Search among online travel booking sites worldwide and is ranked 3rd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
Skyscanner64.7%
Expedia13%
Booking.com10.7%
Agoda8.7%
Trip.com2.1%Hotels.com0.78%
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Which online travel booking sites compete with Booking.com?
Share of Search by month for Skyscanner, Expedia, Booking.com, Agoda, Trip.com. The figures are in the table below the chart.
View monthly share of search table
| Month | Skyscanner | Expedia | Booking.com | Agoda | Trip.com | Hotels.com |
|---|---|---|---|---|---|---|
| Oct 2025 | 71.7% | 11.8% | 6.6% | 7.9% | 1.3% | 0.71% |
| Nov 2025 | 72% | 11.8% | 6.6% | 7.9% | 1.1% | 0.58% |
| Dec 2025 | 67.8% | 13.6% | 7.6% | 9.1% | 1.2% | 0.67% |
| Jan 2026 | 72% | 11.8% | 6.6% | 7.9% | 1.1% | 0.58% |
| Feb 2026 | 69.1% | 13.9% | 7.7% | 7.6% | 1% | 0.68% |
| Mar 2026 | 67.6% | 13.6% | 9.2% | 7.4% | 1.5% | 0.67% |
| Apr 2026 | 67.8% | 13.6% | 9.2% | 7.5% | 1.2% | 0.67% |
| May 2026 | 66.6% | 13.4% | 9.1% | 9% | 1.2% | 0.8% |
| Jun 2026 | 67.7% | 13.6% | 9.2% | 7.4% | 1.2% | 0.82% |
| Jul 2026 | 66.1% | 13.3% | 11% | 7.3% | 1.5% | 0.98% |
| Aug 2026 | 63.3% | 12.7% | 12.8% | 8.5% | 1.7% | 0.94% |
| Sep 2026 | 64.7% | 13% | 10.7% | 8.7% | 2.1% | 0.78% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 64.7% | 45.5M | 0% | +1.4 points | |
| 2, moved from 3rd to 2nd | 13% | 9.1M | 0% | +0.3 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 10.7% | 7.5M | -18.3% | -2.1 pointsmoved from 2nd to 3rd | |
| 4, held 4th | 8.7% | 6.1M | 0% | +0.2 points | |
| 5, held 5th | 2.1% | 1.5M | +23% | +0.4 points | |
| 6, held 6th | 0.78% | 550K | -18.3% | -0.2 points |
64.7%
Held 1st. 45.5M estimated branded searches, 0% vs prior month. Share +1.4 points.
2.
Expedia13%
Moved from 3rd to 2nd. 9.1M estimated branded searches, 0% vs prior month. Share +0.3 points.
10.7%
Moved from 2nd to 3rd. 7.5M estimated branded searches, -18.3% vs prior month. Share -2.1 points.
4.
Agoda8.7%
Held 4th. 6.1M estimated branded searches, 0% vs prior month. Share +0.2 points.
5.
Trip.com2.1%
Held 5th. 1.5M estimated branded searches, +23% vs prior month. Share +0.4 points.
0.78%
Held 6th. 550K estimated branded searches, -18.3% vs prior month. Share -0.2 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?
4 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 online travel booking sites worldwide increased from 6.6% to 10.7%.
- Across the 12 months ending September 2026, Booking.com’s estimated Share of Search among online travel booking sites worldwide peaked at 12.8% in August 2026 and was lowest at 6.6% in October 2025.
- Across the 12 months ending September 2026, Booking.com rose from 4th to 3rd among online travel booking sites worldwide.
How did search popularity change for online travel booking sites worldwide in September 2026?
6 changes
In September 2026, Skyscanner gained estimated Share of Search among online travel booking sites worldwide, from 63.3% to 64.7%.
In September 2026, Booking.com lost estimated Share of Search among online travel booking sites worldwide, from 12.8% to 10.7%.
Trip.com’s estimated Share of Search among online travel booking sites worldwide has gained ground for 3 months in a row, from 1.2% to 2.1% in September 2026.
In September 2026, Expedia rose from 3rd to 2nd among online travel booking sites worldwide.
Estimated monthly branded searches for Agoda worldwide rose 22.4% over 12 measured months, from 5M to 6.1M in September 2026.
Estimated monthly branded searches for Hotels.com worldwide rose 22.2% over 12 measured months, from 450K to 550K in September 2026.
Where does Booking.com compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Online travel booking sites | 3rd of 6 | 10.7% | Shown above |
| 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% | Show ranking |
| 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.
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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.