How popular isVrbo in search?
In September 2026, there were an estimated 2.7M branded searches for Vrbo worldwide which held steady over the last 12 months. Vrbo holds 5.8% estimated Share of Search among holiday rental platforms worldwide and is ranked 3rd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
Airbnb78.2%
Booking.com15.8%Vrbo5.8%
HomeToGo0.16%
Plum Guide0.04%
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Where does Vrbo compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Holiday rental platforms | 3rd of 5 | 5.8% | Shown below |
| Holiday home rentals | 3rd of 3 | 5.8% | Show ranking |
Which holiday rental platforms compete with Vrbo?
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 | HomeToGo | Plum Guide |
|---|---|---|---|---|---|
| Oct 2025 | 84.1% | 9.4% | 6.2% | 0.2% | 0.04% |
| Nov 2025 | 84.2% | 9.4% | 6.2% | 0.17% | 0.03% |
| Dec 2025 | 84.2% | 9.4% | 6.2% | 0.17% | 0.03% |
| Jan 2026 | 83% | 9.3% | 7.5% | 0.25% | 0.04% |
| Feb 2026 | 80% | 10.9% | 8.8% | 0.24% | 0.04% |
| Mar 2026 | 81.4% | 11.1% | 7.3% | 0.2% | 0.04% |
| Apr 2026 | 82.5% | 11.2% | 6.1% | 0.16% | 0.04% |
| May 2026 | 82.5% | 11.2% | 6.1% | 0.16% | 0.04% |
| Jun 2026 | 81.4% | 11.1% | 7.3% | 0.2% | 0.04% |
| Jul 2026 | 82.5% | 11.2% | 6.1% | 0.2% | 0.03% |
| Aug 2026 | 78.2% | 15.8% | 5.8% | 0.19% | 0.04% |
| Sep 2026 | 78.2% | 15.8% | 5.8% | 0.16% | 0.04% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 78.2% | 37.2M | -18.2% | 0 points | |
| 2, held 2nd | 15.8% | 7.5M | -18.3% | 0 points | |
| 3, held 3rd | 5.8% | 2.7M | -18.2% | 0 points | |
| 4, held 4th | 0.16% | 74K | -32.7% | 0 points | |
| 5, held 5th | 0.04% | 18.1K | -18.5% | 0 points |
1.
Airbnb78.2%
Held 1st. 37.2M estimated branded searches, -18.2% vs prior month. Share 0 points.
15.8%
Held 2nd. 7.5M estimated branded searches, -18.3% vs prior month. Share 0 points.
3.
5.8%
Held 3rd. 2.7M estimated branded searches, -18.2% vs prior month. Share 0 points.
4.
HomeToGo0.16%
Held 4th. 74K estimated branded searches, -32.7% vs prior month. Share 0 points.
0.04%
Held 5th. 18.1K estimated branded searches, -18.5% vs prior month. Share 0 points.
Compare search popularity between Vrbo and its closest rivals
Every comparison with Vrbo
4 comparisons
How has branded search demand for Vrbo changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Vrbo worldwide held steady at 2.7M.
- Across the 12 months ending September 2026, Vrbo’s estimated Share of Search among holiday rental platforms worldwide peaked at 8.8% in February 2026 and was lowest at 5.8% in August 2026.
How did search popularity change for holiday rental platforms worldwide in September 2026?
2 changes
Estimated monthly branded searches for Booking.com worldwide rose 80.8% over 12 measured months, from 4.2M to 7.5M in September 2026.
Estimated monthly branded searches for HomeToGo worldwide fell 18.2% over 12 measured months, from 90.5K to 74K in September 2026.
How is Vrbo measured?
Brandwave collects information about searches that people make online using Vrbo’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
- vrbo
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Is Vrbo your brand?
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