Brandwave

Online travel agencies:Which brands are most popular in search?

In August 2026, Skyscanner was the most searched among online travel agencies worldwide, with an estimated 45.5M branded searches and 73.3% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Skyscanner73.3%
  2. Expedia14.7%
  3. Agoda9.9%
  4. Trip.com2%
  5. Booking.com0.12%
  6. Kayak0.01%

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Share of SearchLeaderboard

Compare the online travel agencies travellers use. 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 online travel agencies worldwide, by month

Share of Search by month for Skyscanner, Expedia, Agoda. The figures are in the table below the chart.

View monthly share of search table
MonthSkyscannerExpediaAgodaTrip.comBooking.comKayak
Oct 202577.3%12.7%8.5%1.4%0.13%0.01%
Nov 202577.5%12.7%8.5%1.1%0.13%0.01%
Dec 202573.8%14.8%9.9%1.3%0.15%0.01%
Jan 202677.5%12.7%8.5%1.1%0.1%<0.01%
Feb 202675.4%15.1%8.3%1.1%0.1%0.01%
Mar 202674.9%15.1%8.2%1.6%0.12%0.02%
Apr 202675.1%15.1%8.3%1.4%0.12%0.02%
May 202673.8%14.8%9.9%1.3%0.12%0.02%
Jun 202675.2%15.1%8.3%1.4%0.12%0.01%
Jul 202674.9%15.1%8.2%1.6%0.12%0.01%
Aug 202673.3%14.7%9.9%2%0.12%0.01%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.Skyscanner

    73.3%

    Held 1st. 45.5M estimated branded searches, 0% vs prior month. Share -1.6 points.

  2. 2.Expedia

    14.7%

    Held 2nd. 9.1M estimated branded searches, 0% vs prior month. Share -0.3 points.

  3. 3.Agoda

    9.9%

    Held 3rd. 6.1M estimated branded searches, +22.4% vs prior month. Share +1.6 points.

  4. 4.Trip.com

    2%

    Held 4th. 1.2M estimated branded searches, +22% vs prior month. Share +0.3 points.

  5. 5.Booking.com

    0.12%

    Held 5th. 74K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Kayak

    0.01%

    Held 6th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among online travel agencies worldwide?

In August 2026, Skyscanner was the most searched among online travel agencies worldwide, with an estimated 45.5M branded searches and 73.3% estimated Share of Search within this set. Expedia is in 2nd place, 58.6 percentage points behind at 14.7% Share of Search.

Global online travel agencies, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Skyscanner77.3% → 73.3%77.5%Jan 202673.3%Aug 20261st
Expedia12.7% → 14.7%15.1%Feb 202612.7%Oct 20252nd
Agoda8.5% → 9.9%9.9%May 20268.2%Mar 20263rd
Trip.com1.4% → 2%2%Aug 20261.1%Feb 20264th
Booking.com0.13% → 0.12%0.15%Dec 20250.1%Feb 20265th
Kayak0.01%0.02%Mar 2026<0.01%Jan 20266th

Each finding as a sentence

  • Across the 11 months ending August 2026, Skyscanner’s estimated Share of Search among online travel agencies worldwide decreased from 77.3% to 73.3%.
  • Across the 11 months ending August 2026, Expedia’s estimated Share of Search among online travel agencies worldwide increased from 12.7% to 14.7%.
  • Across the 11 months ending August 2026, Agoda’s estimated Share of Search among online travel agencies worldwide increased from 8.5% to 9.9%.
  • Across the 11 months ending August 2026, Trip.com’s estimated Share of Search among online travel agencies worldwide increased from 1.4% to 2%.
  • Across the 11 months ending August 2026, Skyscanner’s estimated Share of Search among online travel agencies worldwide peaked at 77.5% in January 2026 and was lowest at 73.3% in August 2026.
  • Across the 11 months ending August 2026, Expedia’s estimated Share of Search among online travel agencies worldwide peaked at 15.1% in February 2026 and was lowest at 12.7% in October 2025.
  • Across the 11 months ending August 2026, Agoda’s estimated Share of Search among online travel agencies worldwide peaked at 9.9% in May 2026 and was lowest at 8.2% in March 2026.
  • Across the 11 months ending August 2026, Booking.com and Kayak held steady: their estimated Share of Search among online travel agencies worldwide each moved less than 0.5 percentage points.

How did search popularity change for online travel agencies worldwide in August 2026?

  1. In August 2026, Agoda gained estimated Share of Search among online travel agencies worldwide, from 8.2% to 9.9%.

  2. In August 2026, Skyscanner lost estimated Share of Search among online travel agencies worldwide, from 74.9% to 73.3%.

  3. Trip.com’s estimated Share of Search among online travel agencies worldwide has gained ground for 3 months in a row, from 1.3% to 2% in August 2026.

  4. Estimated monthly branded searches for Expedia worldwide rose 22.2% over 11 measured months, from 7.5M to 9.1M in August 2026.

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