---
title: "Holiday rental platforms: Which brands are most popular in search?"
description: "Compare the sites people book holiday homes on. Share of Search among Airbnb, Booking.com, Vrbo, HomeToGo and Plum Guide, the holiday rental platforms Brandwave compares worldwide, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/global-en/categories/holiday-rental-platforms"
publisher: "Brandwave"
---

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

Compare the sites people book holiday homes on. Share of Search among Airbnb, Booking.com, Vrbo, HomeToGo and Plum Guide, the holiday rental platforms Brandwave compares worldwide, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Holiday rental platforms
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Airbnb, 78.2%

## 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 78.2% estimated Share of Search within this set.
- Booking.com is in 2nd place, 62.4 percentage points behind at 15.8% Share of Search.
- Across the 11 months ending August 2026, Airbnb’s estimated Share of Search among holiday rental platforms worldwide decreased from 84.1% to 78.2%.
- Across the 11 months ending August 2026, Booking.com’s estimated Share of Search among holiday rental platforms worldwide increased from 9.4% to 15.8%.
- Across the 11 months ending August 2026, Airbnb’s estimated Share of Search among holiday rental platforms worldwide peaked at 84.2% in November 2025 and was lowest at 78.2% in August 2026.
- Across the 11 months ending August 2026, Booking.com’s estimated Share of Search among holiday rental platforms worldwide peaked at 15.8% in August 2026 and was lowest at 9.3% in January 2026.
- Across the 11 months ending August 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.
- Across the 11 months ending August 2026, Vrbo, HomeToGo and Plum Guide held steady: their estimated Share of Search among holiday rental platforms worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Airbnb vs Booking.com: compare search popularity](/demand/global-en/compare/airbnb-vs-booking-com): 78.2% against 15.8% Share of Search.
- [Airbnb vs Vrbo: compare search popularity](/demand/global-en/compare/airbnb-vs-vrbo): 78.2% against 5.8% Share of Search.
- [Booking.com vs Vrbo: compare search popularity](/demand/global-en/compare/booking-com-vs-vrbo): 15.8% against 5.8% Share of Search.

## How did search popularity change for holiday rental platforms worldwide in August 2026?

- In August 2026, Booking.com gained estimated Share of Search among holiday rental platforms worldwide, from 11.2% to 15.8%.
- In August 2026, Airbnb lost estimated Share of Search among holiday rental platforms worldwide, from 82.5% to 78.2%.
- Estimated monthly branded searches for Plum Guide worldwide rose 22.7% over 11 measured months, from 18.1K to 22.2K in August 2026.
- Estimated monthly branded searches for Vrbo worldwide rose 22.3% over 11 measured months, from 2.7M to 3.4M in August 2026.
- Estimated monthly branded searches for HomeToGo worldwide rose 21.5% over 11 measured months, from 90.5K to 110K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Airbnb | 78.2% | 45.5M | -18.2% | Airbnb |
| 2 | Booking.com | 15.8% | 9.2M | +22.0% | Booking Holdings |
| 3 | Vrbo | 5.8% | 3.4M | -18.1% | Vrbo |
| 4 | HomeToGo | 0.19% | 110K | -18.5% | HomeToGo |
| 5 | Plum Guide | 0.04% | 22.2K | 0.0% | Plum Guide |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Airbnb | 37.2M | 84.1% | 1 |
| Oct 2025 | Booking.com | 4.2M | 9.4% | 2 |
| Oct 2025 | Vrbo | 2.7M | 6.2% | 3 |
| Oct 2025 | HomeToGo | 90.5K | 0.2% | 4 |
| Oct 2025 | Plum Guide | 18.1K | 0.04% | 5 |
| Nov 2025 | Airbnb | 37.2M | 84.2% | 1 |
| Nov 2025 | Booking.com | 4.2M | 9.4% | 2 |
| Nov 2025 | Vrbo | 2.7M | 6.2% | 3 |
| Nov 2025 | HomeToGo | 74K | 0.17% | 4 |
| Nov 2025 | Plum Guide | 14.8K | 0.03% | 5 |
| Dec 2025 | Airbnb | 37.2M | 84.2% | 1 |
| Dec 2025 | Booking.com | 4.2M | 9.4% | 2 |
| Dec 2025 | Vrbo | 2.7M | 6.2% | 3 |
| Dec 2025 | HomeToGo | 74K | 0.17% | 4 |
| Dec 2025 | Plum Guide | 14.8K | 0.03% | 5 |
| Jan 2026 | Airbnb | 45.5M | 83% | 1 |
| Jan 2026 | Booking.com | 5.1M | 9.3% | 2 |
| Jan 2026 | Vrbo | 4.1M | 7.5% | 3 |
| Jan 2026 | HomeToGo | 135K | 0.25% | 4 |
| Jan 2026 | Plum Guide | 22.2K | 0.04% | 5 |
| Feb 2026 | Airbnb | 37.2M | 80% | 1 |
| Feb 2026 | Booking.com | 5.1M | 10.9% | 2 |
| Feb 2026 | Vrbo | 4.1M | 8.8% | 3 |
| Feb 2026 | HomeToGo | 110K | 0.24% | 4 |
| Feb 2026 | Plum Guide | 18.1K | 0.04% | 5 |
| Mar 2026 | Airbnb | 45.5M | 81.4% | 1 |
| Mar 2026 | Booking.com | 6.2M | 11.1% | 2 |
| Mar 2026 | Vrbo | 4.1M | 7.3% | 3 |
| Mar 2026 | HomeToGo | 110K | 0.2% | 4 |
| Mar 2026 | Plum Guide | 22.2K | 0.04% | 5 |
| Apr 2026 | Airbnb | 45.5M | 82.5% | 1 |
| Apr 2026 | Booking.com | 6.2M | 11.2% | 2 |
| Apr 2026 | Vrbo | 3.4M | 6.1% | 3 |
| Apr 2026 | HomeToGo | 90.5K | 0.16% | 4 |
| Apr 2026 | Plum Guide | 22.2K | 0.04% | 5 |
| May 2026 | Airbnb | 45.5M | 82.5% | 1 |
| May 2026 | Booking.com | 6.2M | 11.2% | 2 |
| May 2026 | Vrbo | 3.4M | 6.1% | 3 |
| May 2026 | HomeToGo | 90.5K | 0.16% | 4 |
| May 2026 | Plum Guide | 22.2K | 0.04% | 5 |
| Jun 2026 | Airbnb | 45.5M | 81.4% | 1 |
| Jun 2026 | Booking.com | 6.2M | 11.1% | 2 |
| Jun 2026 | Vrbo | 4.1M | 7.3% | 3 |
| Jun 2026 | HomeToGo | 110K | 0.2% | 4 |
| Jun 2026 | Plum Guide | 22.2K | 0.04% | 5 |
| Jul 2026 | Airbnb | 55.6M | 82.5% | 1 |
| Jul 2026 | Booking.com | 7.6M | 11.2% | 2 |
| Jul 2026 | Vrbo | 4.1M | 6.1% | 3 |
| Jul 2026 | HomeToGo | 135K | 0.2% | 4 |
| Jul 2026 | Plum Guide | 22.2K | 0.03% | 5 |
| Aug 2026 | Airbnb | 45.5M | 78.2% | 1 |
| Aug 2026 | Booking.com | 9.2M | 15.8% | 2 |
| Aug 2026 | Vrbo | 3.4M | 5.8% | 3 |
| Aug 2026 | HomeToGo | 110K | 0.19% | 4 |
| Aug 2026 | Plum Guide | 22.2K | 0.04% | 5 |
| Sep 2026 | Airbnb | — | — | — |
| Sep 2026 | Booking.com | — | — | — |
| Sep 2026 | HomeToGo | — | — | — |
| Sep 2026 | Plum Guide | — | — | — |
| Sep 2026 | Vrbo | — | — | — |

## What is being compared

- **Airbnb**: Measured on the search term “airbnb”.
- **Booking.com**: Measured on the search terms “booking com” and “bookingcom”, summed into one figure.
- **HomeToGo**: Measured on the search term “hometogo”.
- **Plum Guide**: Measured on the search term “plum guide”.
- **Vrbo**: Measured on the search term “vrbo”.

- [Airbnb](/demand/global-en/brands/airbnb)
- [Booking.com](/demand/global-en/brands/booking-com)
- [HomeToGo](/demand/global-en/brands/hometogo)
- [Plum Guide](/demand/global-en/brands/plum-guide)
- [Vrbo](/demand/global-en/brands/vrbo)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### 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 78.2% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Holiday rental platforms: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/holiday-rental-platforms

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/holiday-rental-platforms. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.