Brandwave

Holiday rental platforms:Which brands are most popular in search?

In August 2026, Airbnb was the most searched among holiday rental platforms worldwide, with an estimated 45.5M branded searches and 92.8% estimated Share of Search within this set. 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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Share of SearchLeaderboard

Compare the sites people book holiday homes on. 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 among holiday rental platforms worldwide, by month

Share of Search by month for Airbnb, Vrbo. 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—————

This month’s ranking, August 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 leading brands

Which brand is most popular in search among holiday rental platforms worldwide?

In August 2026, Airbnb was the most searched among holiday rental platforms worldwide, with an estimated 45.5M branded searches and 92.8% estimated Share of Search within this set. Vrbo is in 2nd place, 85.9 percentage points behind at 6.8% Share of Search.

Global holiday rental platforms, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Airbnb92.7% → 92.8%92.8%Jul 202689.7%Feb 20261st
Vrbo6.8%9.9%Feb 20266.8%Jul 20262nd
HomeToGo0.23% → 0.22%0.27%Jan 20260.18%Nov 20253rd
Booking.com0.18% → 0.15%0.18%Nov 20250.12%Jul 20264th
Plum Guide0.05%0.05%Apr 20260.04%Nov 20255th

Each finding as a sentence

  • Across the 11 months ending August 2026, Airbnb’s estimated Share of Search among holiday rental platforms worldwide peaked at 92.8% in July 2026 and was lowest at 89.7% in February 2026.
  • Across the 11 months ending August 2026, Vrbo’s estimated Share of Search among holiday rental platforms worldwide peaked at 9.9% in February 2026 and was lowest at 6.8% in July 2026.
  • Across the 11 months ending August 2026, Airbnb, Vrbo, HomeToGo, Booking.com and Plum Guide held steady: their estimated Share of Search among holiday rental platforms worldwide each moved less than 0.5 percentage points.

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.

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