Brandwave

How popular isGoogle Flights?

In September 2026, people searched for Google Flights by name about 45.5 million times worldwide, about the same as the previous year. These searches made up 28.7% of all global online travel agency searches, placing Google Flights first out of 11 agencies. When we asked both ChatGPT and Google AI Overviews about online travel agencies, Google Flights appeared in three of the five answers and was the fifth most recommended of the 11.

Search and AI answers in September 2026

Google Flights is the most searched of 11 competitors and the fifth most recommended in AI answers.

  1. Google FlightsShare of searches 28.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  2. SkyscannerShare of searches 28.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 10th
  3. AirbnbShare of searches 23.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. ExpediaShare of searches 5.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. Booking.comShare of searches 4.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd

+6 more

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Top online travel agencies in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Google Flights was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Google Flights is the fifth most recommended of the 11.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Expedia1st
  2. Booking.com2nd
  3. Priceline3rd
  4. Hotels.com4th
  5. Google Flights5th
  6. Kayak6th
  7. Agoda7th
  8. Vrbo8th
  9. Trip.com9th
  10. Skyscanner10th
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Expedia5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Booking.com5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Google Flights3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Priceline3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Agoda2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hotels.com2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kayak2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Skyscanner1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vrbo1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Trip.com1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about online travel agencies

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Which online travel agencies compete with Google Flights?

Google Flights against online travel agencies worldwide, by month

Share of searches by month for Google Flights, Skyscanner, Airbnb, Expedia, Booking.com, Agoda. The figures are in the table below the chart.

View monthly share of searches table
MonthGoogle FlightsSkyscannerAirbnbExpediaBooking.comAgodaPricelineVrboTrip.comHotels.comKayak
Oct 202530%30%24.5%4.9%2.7%3.3%1.8%1.8%0.54%0.3%<0.01%
Nov 202530.1%30.1%24.6%4.9%2.8%3.3%1.8%1.8%0.44%0.24%<0.01%
Dec 202531.8%26%26%5.2%2.9%3.5%1.9%1.9%0.47%0.26%<0.01%
Jan 202630%30%24.6%4.9%2.7%3.3%1.5%2.2%0.44%0.24%<0.01%
Feb 202629.3%29.3%23.9%5.9%3.3%3.2%1.8%2.6%0.43%0.29%<0.01%
Mar 202631.7%26%26%5.2%3.5%2.9%1.6%2.3%0.57%0.26%<0.01%
Apr 202627.7%27.7%27.7%5.6%3.8%3%1.7%2%0.5%0.27%<0.01%
May 202627.5%27.5%27.5%5.5%3.7%3.7%1.7%2%0.5%0.33%<0.01%
Jun 202627.6%27.6%27.6%5.5%3.8%3%1.7%2.5%0.5%0.33%<0.01%
Jul 202625.7%25.7%31.4%5.2%4.3%2.8%1.5%2.3%0.57%0.38%<0.01%
Aug 202626.9%26.9%26.9%5.4%5.5%3.6%1.6%2%0.72%0.4%<0.01%
Sep 202628.7%28.7%23.5%5.8%4.7%3.9%1.7%1.7%0.95%0.35%<0.01%

  1. 1.Google Flights

    28.7%

    Held 1st. 45.5M estimated branded searches, 0% vs prior month. Share +1.8 points.

  2. 2.Skyscanner

    28.7%

    Moved from 3rd to 2nd. 45.5M estimated branded searches, 0% vs prior month. Share +1.8 points.

  3. 3.Airbnb

    23.5%

    Moved from 2nd to 3rd. 37.2M estimated branded searches, -18.2% vs prior month. Share -3.5 points.

  4. 4.Expedia

    5.8%

    Moved from 5th to 4th. 9.1M estimated branded searches, 0% vs prior month. Share +0.4 points.

  5. 5.Booking.com

    4.7%

    Moved from 4th to 5th. 7.5M estimated branded searches, -18.3% vs prior month. Share -0.7 points.

  6. 6.Agoda

    3.9%

    Held 6th. 6.1M estimated branded searches, 0% vs prior month. Share +0.2 points.

  7. 7.Priceline

    1.7%

    Moved from 8th to 7th. 2.7M estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.Vrbo

    1.7%

    Moved from 7th to 8th. 2.7M estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  9. 9.Trip.com

    0.95%

    Held 9th. 1.5M estimated branded searches, +23% vs prior month. Share +0.2 points.

  10. 10.Hotels.com

    0.35%

    Held 10th. 550K estimated branded searches, -18.3% vs prior month. Share -0.1 points.

  11. 11.Kayak

    <0.01%

    Held 11th. 6.6K estimated branded searches, -18.5% vs prior month. Share 0 points.

Compare popularity between Google Flights and its closest rivals

Every comparison with Google Flights

12 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Google Flights worldwide held steady at 45.5M.
  • Across the 12 months ending September 2026, Google Flights’ share of searches among online travel agencies worldwide decreased from 30% to 28.7%.
  • Across the 12 months ending September 2026, Google Flights’ share of searches among online travel agencies worldwide peaked at 31.8% in December 2025 and was lowest at 25.7% in July 2026.

How did search popularity change for online travel agencies worldwide in September 2026?

6 changes

  1. In September 2026, Skyscanner overtook Airbnb to rank 2nd among online travel agencies worldwide, with 28.7% of the searches.

  2. In September 2026, Google Flights gained share of searches among online travel agencies worldwide, from 26.9% to 28.7%.

  3. In September 2026, Airbnb lost share of searches among online travel agencies worldwide, from 26.9% to 23.5%.

  4. In September 2026, Booking.com lost share of searches among online travel agencies worldwide, from 5.5% to 4.7%.

  5. Vrbo’s share of searches among online travel agencies worldwide has lost ground for 3 months in a row, from 2.5% to 1.7% in September 2026.

  6. In September 2026, Expedia rose from 5th to 4th among online travel agencies worldwide.

How are Google Flights’ branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Google Flights’ 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.

  • google flights
  • googleflights

Do you work for Google Flights? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Google Flights compete?

Google Flights 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 searchesRanking
Online travel agencies1st of 1128.7%Shown above
Flight comparison sites1st of 644.7%Show ranking
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Is Google Flights 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.

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