---
title: "Hotel brands: Which brands are most popular in search?"
description: "Compare the hotel brands people book with. Share of Search among IHG, Marriott, Wyndham, Park Hyatt Auckland, Hilton and Accor, the hotel brands 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/hotel-brands"
publisher: "Brandwave"
---

# Hotel brands: Which brands are most popular in search?

Compare the hotel brands people book with. Share of Search among IHG, Marriott, Wyndham, Park Hyatt Auckland, Hilton and Accor, the hotel brands 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**: Hotel brands
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: IHG, 51.1%

## Which brand is most popular in search among hotel brands worldwide?

- In August 2026, IHG was the most searched among hotel brands worldwide, with an estimated 1M branded searches and 51.1% estimated Share of Search within this set.
- Marriott is in 2nd place, 28.1 percentage points behind at 23% Share of Search.
- Across the 11 months ending August 2026, IHG’s estimated Share of Search among hotel brands worldwide increased from 41.2% to 51.1%.
- Across the 11 months ending August 2026, Marriott’s estimated Share of Search among hotel brands worldwide decreased from 33.7% to 23%.
- Across the 11 months ending August 2026, Wyndham’s estimated Share of Search among hotel brands worldwide peaked at 23.9% in November 2025 and was lowest at 18.7% in May 2026.
- Across the 11 months ending August 2026, Wyndham, Park Hyatt Auckland, Hilton and Accor held steady: their estimated Share of Search among hotel brands worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [IHG vs Marriott: compare search popularity](/demand/global-en/compare/ihg-vs-marriott): 51.1% against 23% Share of Search.
- [IHG vs Wyndham: compare search popularity](/demand/global-en/compare/ihg-vs-wyndham): 51.1% against 23% Share of Search.
- [Marriott vs Wyndham: compare search popularity](/demand/global-en/compare/marriott-vs-wyndham): 23% Share of Search each.

## How did search popularity change for hotel brands worldwide in August 2026?

- In August 2026, IHG gained estimated Share of Search among hotel brands worldwide, from 48.9% to 51.1%.
- In August 2026, Wyndham gained estimated Share of Search among hotel brands worldwide, from 22% to 23%.
- In August 2026, Marriott lost estimated Share of Search among hotel brands worldwide, from 26.9% to 23%.
- Estimated monthly branded searches for Park Hyatt Auckland worldwide rose 22.1% over 11 measured months, from 27.1K to 33.1K in August 2026.
- Estimated monthly branded searches for Accor worldwide fell 37.5% over 11 measured months, from 1.6K to 1K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | IHG | 51.1% | 1M | 0.0% | IHG |
| 2 | Marriott | 23% | 450K | -18.2% | Marriott |
| 3 | Wyndham | 23% | 450K | 0.0% | Wyndham |
| 4 | Park Hyatt Auckland | 1.7% | 33.1K | +22.1% | Hyatt |
| 5 | Hilton | 1.1% | 22.2K | +22.7% | Hilton |
| 6 | Accor | 0.05% | 1K | +13.6% | Accor |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | IHG | 823K | 41.2% | 1 |
| Oct 2025 | Marriott | 673K | 33.7% | 2 |
| Oct 2025 | Wyndham | 450K | 22.5% | 3 |
| Oct 2025 | Park Hyatt Auckland | 27.1K | 1.4% | 4 |
| Oct 2025 | Hilton | 22.2K | 1.1% | 5 |
| Oct 2025 | Accor | 1.6K | 0.08% | 6 |
| Nov 2025 | IHG | 823K | 43.7% | 1 |
| Nov 2025 | Marriott | 550K | 29.2% | 2 |
| Nov 2025 | Wyndham | 450K | 23.9% | 3 |
| Nov 2025 | Park Hyatt Auckland | 33.1K | 1.8% | 4 |
| Nov 2025 | Hilton | 27.1K | 1.4% | 5 |
| Nov 2025 | Accor | 1.3K | 0.07% | 6 |
| Dec 2025 | IHG | 823K | 45.9% | 1 |
| Dec 2025 | Marriott | 550K | 30.7% | 2 |
| Dec 2025 | Wyndham | 368K | 20.5% | 3 |
| Dec 2025 | Park Hyatt Auckland | 27.1K | 1.5% | 4 |
| Dec 2025 | Hilton | 22.2K | 1.2% | 5 |
| Dec 2025 | Accor | 1K | 0.06% | 6 |
| Jan 2026 | IHG | 1M | 48.8% | 1 |
| Jan 2026 | Marriott | 550K | 26.8% | 2 |
| Jan 2026 | Wyndham | 450K | 21.9% | 3 |
| Jan 2026 | Park Hyatt Auckland | 27.1K | 1.3% | 4 |
| Jan 2026 | Hilton | 22.2K | 1.1% | 5 |
| Jan 2026 | Accor | 1.3K | 0.06% | 6 |
| Feb 2026 | IHG | 823K | 45.9% | 1 |
| Feb 2026 | Marriott | 550K | 30.7% | 2 |
| Feb 2026 | Wyndham | 368K | 20.5% | 3 |
| Feb 2026 | Park Hyatt Auckland | 27.1K | 1.5% | 4 |
| Feb 2026 | Hilton | 22.2K | 1.2% | 5 |
| Feb 2026 | Accor | 1.3K | 0.07% | 6 |
| Mar 2026 | IHG | 1M | 46% | 1 |
| Mar 2026 | Marriott | 673K | 31% | 2 |
| Mar 2026 | Wyndham | 450K | 20.7% | 3 |
| Mar 2026 | Park Hyatt Auckland | 27.1K | 1.2% | 4 |
| Mar 2026 | Hilton | 22.2K | 1% | 5 |
| Mar 2026 | Accor | 1K | 0.05% | 6 |
| Apr 2026 | IHG | 1M | 49% | 1 |
| Apr 2026 | Marriott | 550K | 26.9% | 2 |
| Apr 2026 | Wyndham | 450K | 22% | 3 |
| Apr 2026 | Park Hyatt Auckland | 22.2K | 1.1% | 4 |
| Apr 2026 | Hilton | 18.1K | 0.89% | 5 |
| Apr 2026 | Accor | 880 | 0.04% | 6 |
| May 2026 | IHG | 1M | 50.8% | 1 |
| May 2026 | Marriott | 550K | 27.9% | 2 |
| May 2026 | Wyndham | 368K | 18.7% | 3 |
| May 2026 | Park Hyatt Auckland | 27.1K | 1.4% | 4 |
| May 2026 | Hilton | 22.2K | 1.1% | 5 |
| May 2026 | Accor | 880 | 0.04% | 6 |
| Jun 2026 | IHG | 1M | 49% | 1 |
| Jun 2026 | Marriott | 550K | 26.9% | 2 |
| Jun 2026 | Wyndham | 450K | 22% | 3 |
| Jun 2026 | Park Hyatt Auckland | 22.2K | 1.1% | 4 |
| Jun 2026 | Hilton | 18.1K | 0.89% | 5 |
| Jun 2026 | Accor | 880 | 0.04% | 6 |
| Jul 2026 | IHG | 1M | 48.9% | 1 |
| Jul 2026 | Marriott | 550K | 26.9% | 2 |
| Jul 2026 | Wyndham | 450K | 22% | 3 |
| Jul 2026 | Park Hyatt Auckland | 27.1K | 1.3% | 4 |
| Jul 2026 | Hilton | 18.1K | 0.88% | 5 |
| Jul 2026 | Accor | 880 | 0.04% | 6 |
| Aug 2026 | IHG | 1M | 51.1% | 1 |
| Aug 2026 | Marriott | 450K | 23% | 2 |
| Aug 2026 | Wyndham | 450K | 23% | 3 |
| Aug 2026 | Park Hyatt Auckland | 33.1K | 1.7% | 4 |
| Aug 2026 | Hilton | 22.2K | 1.1% | 5 |
| Aug 2026 | Accor | 1K | 0.05% | 6 |
| Sep 2026 | Accor | — | — | — |
| Sep 2026 | Hilton | — | — | — |
| Sep 2026 | IHG | — | — | — |
| Sep 2026 | Marriott | — | — | — |
| Sep 2026 | Park Hyatt Auckland | — | — | — |
| Sep 2026 | Wyndham | — | — | — |

## What is being compared

- **Accor**: Measured on the search term “accor auckland”.
- **Hilton**: Measured on the search term “hilton auckland”.
- **IHG**: Measured on the search term “ihg”.
- **Marriott**: Measured on the search term “marriott hotels”.
- **Park Hyatt Auckland**: Measured on the search term “park hyatt auckland”.
- **Wyndham**: Measured on the search term “wyndham”.

- [Accor](/demand/global-en/brands/accor)
- [Hilton](/demand/global-en/brands/hilton)
- [IHG](/demand/global-en/brands/ihg)
- [Marriott](/demand/global-en/brands/marriott)
- [Park Hyatt Auckland](/demand/global-en/brands/park-hyatt-auckland)
- [Wyndham](/demand/global-en/brands/wyndham)

## 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 hotel brands worldwide?

In August 2026, IHG was the most searched among hotel brands worldwide, with an estimated 1M branded searches and 51.1% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Hotel brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/hotel-brands

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