Holiday home rentals:Which are searched most?
In September 2026, Airbnb was the most searched among holiday home rentals worldwide, with an estimated 37.2M branded searches and 78.4% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.
Airbnb78.4%
Booking.com15.9%Vrbo5.8%
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Share of SearchLeaderboard
Compare the sites people use to book baches, holiday homes and short stays. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
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% |
This month’s ranking, September 2026
| 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 leading brands
Which brand is most popular in search among holiday home rentals worldwide?
3 brands
In September 2026, Airbnb was the most searched among holiday home rentals worldwide, with an estimated 37.2M branded searches and 78.4% estimated Share of Search within this set. Booking.com is in 2nd place, 62.5 percentage points behind at 15.9% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| Airbnb | 84.3% → 78.4% | 84.3%Oct 2025 | 78.4%Aug 2026 | 1st |
| Booking.com | 9.4% → 15.9% | 15.9%Aug 2026 | 9.3%Jan 2026 | 2nd |
| Vrbo | 6.2% → 5.8% | 8.8%Feb 2026 | 5.8%Aug 2026 | 3rd |
Each finding as a sentence
- Across the 12 months ending September 2026, Airbnb’s estimated Share of Search among holiday home rentals worldwide decreased from 84.3% to 78.4%.
- 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, Airbnb’s estimated Share of Search among holiday home rentals worldwide peaked at 84.3% in October 2025 and was lowest at 78.4% in August 2026.
- 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.
- Across the 12 months ending September 2026, Vrbo’s estimated Share of Search among holiday home rentals worldwide peaked at 8.8% in February 2026 and was lowest at 5.8% in August 2026.
- Across the 12 months ending September 2026, Vrbo held steady: its estimated Share of Search among holiday home rentals worldwide moved less than 0.5 percentage points.
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.
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