---
title: "Online travel agencies: Which are searched most?"
description: "Compare the online travel agencies travellers use. Share of Search among Skyscanner, Booking.com, Expedia, Agoda, Trip.com and Kayak, the online travel agencies 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/online-travel-agencies"
publisher: "Brandwave"
---

# Online travel agencies: Which are searched most?

Compare the online travel agencies travellers use. Share of Search among Skyscanner, Booking.com, Expedia, Agoda, Trip.com and Kayak, the online travel agencies 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**: Online travel agencies
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Skyscanner, 62.8%

## 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 62.8% estimated Share of Search within this set.
- Booking.com is in 2nd place, 50.1 percentage points behind at 12.7% Share of Search.
- Across the 11 months ending August 2026, Skyscanner’s estimated Share of Search among online travel agencies worldwide decreased from 71.3% to 62.8%.
- Across the 11 months ending August 2026, Booking.com’s estimated Share of Search among online travel agencies worldwide increased from 6.5% to 12.7%.
- Across the 11 months ending August 2026, Expedia’s estimated Share of Search among online travel agencies worldwide increased from 11.7% to 12.6%.
- Across the 11 months ending August 2026, Agoda’s estimated Share of Search among online travel agencies worldwide increased from 7.8% to 8.5%.
- Across the 11 months ending August 2026, Trip.com’s estimated Share of Search among online travel agencies worldwide increased from 2.6% to 3.4%.
- Across the 11 months ending August 2026, Skyscanner’s estimated Share of Search among online travel agencies worldwide peaked at 71.7% in January 2026 and was lowest at 62.8% in August 2026.
- Across the 11 months ending August 2026, Expedia’s estimated Share of Search among online travel agencies worldwide peaked at 13.8% in February 2026 and was lowest at 11.7% in October 2025.
- Across the 11 months ending August 2026, Agoda’s estimated Share of Search among online travel agencies worldwide peaked at 9.1% in December 2025 and was lowest at 7.2% in July 2026.
- Across the 11 months ending August 2026, Trip.com’s estimated Share of Search among online travel agencies worldwide peaked at 3.4% in August 2026 and was lowest at 2% in February 2026.
- Across the 11 months ending August 2026, Booking.com rose from 4th to 2nd among online travel agencies worldwide.
- Across the 11 months ending August 2026, Expedia fell from 2nd to 3rd among online travel agencies worldwide.
- Across the 11 months ending August 2026, Agoda fell from 3rd to 4th among online travel agencies worldwide.
- Across the 11 months ending August 2026, Kayak held steady: its estimated Share of Search among online travel agencies worldwide moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Skyscanner vs Booking.com: compare search popularity](/demand/global-en/compare/booking-com-vs-skyscanner): 62.8% against 12.7% Share of Search.
- [Skyscanner vs Expedia: compare search popularity](/demand/global-en/compare/expedia-vs-skyscanner): 62.8% against 12.6% Share of Search.
- [Skyscanner vs Agoda: compare search popularity](/demand/global-en/compare/agoda-vs-skyscanner): 62.8% against 8.5% Share of Search.
- [Skyscanner vs Trip.com: compare search popularity](/demand/global-en/compare/skyscanner-vs-trip-com): 62.8% against 3.4% Share of Search.
- [Booking.com vs Expedia: compare search popularity](/demand/global-en/compare/booking-com-vs-expedia): 12.7% against 12.6% Share of Search.
- [Booking.com vs Agoda: compare search popularity](/demand/global-en/compare/agoda-vs-booking-com): 12.7% against 8.5% Share of Search.
- [Booking.com vs Trip.com: compare search popularity](/demand/global-en/compare/booking-com-vs-trip-com): 12.7% against 3.4% Share of Search.
- [Expedia vs Agoda: compare search popularity](/demand/global-en/compare/agoda-vs-expedia): 12.6% against 8.5% Share of Search.
- [Expedia vs Trip.com: compare search popularity](/demand/global-en/compare/expedia-vs-trip-com): 12.6% against 3.4% Share of Search.
- [Agoda vs Trip.com: compare search popularity](/demand/global-en/compare/agoda-vs-trip-com): 8.5% against 3.4% Share of Search.

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

- In August 2026, Booking.com overtook Expedia to rank 2nd among online travel agencies worldwide, at 12.7%.
- In August 2026, Agoda gained estimated Share of Search among online travel agencies worldwide, from 7.2% to 8.5%.
- In August 2026, Skyscanner lost estimated Share of Search among online travel agencies worldwide, from 65.7% to 62.8%.
- In August 2026, Expedia lost estimated Share of Search among online travel agencies worldwide, from 13.2% to 12.6%.
- Trip.com’s estimated Share of Search among online travel agencies worldwide has gained ground for 3 months in a row, from 2.4% to 3.4% in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Skyscanner | 62.8% | 45.5M | 0.0% | Trip.com Group |
| 2 | Booking.com | 12.7% | 9.2M | +22.0% | Booking Holdings |
| 3 | Expedia | 12.6% | 9.1M | 0.0% | Expedia Group |
| 4 | Agoda | 8.5% | 6.1M | +22.4% | Booking Holdings |
| 5 | Trip.com | 3.4% | 2.4M | +22.0% | Trip.com Group |
| 6 | Kayak | 0.01% | 8.1K | 0.0% | Kayak |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Skyscanner | 45.5M | 71.3% | 1 |
| Oct 2025 | Expedia | 7.5M | 11.7% | 2 |
| Oct 2025 | Agoda | 5M | 7.8% | 3 |
| Oct 2025 | Booking.com | 4.2M | 6.5% | 4 |
| Oct 2025 | Trip.com | 1.6M | 2.6% | 5 |
| Oct 2025 | Kayak | 8.1K | 0.01% | 6 |
| Nov 2025 | Skyscanner | 45.5M | 71.7% | 1 |
| Nov 2025 | Expedia | 7.5M | 11.8% | 2 |
| Nov 2025 | Agoda | 5M | 7.9% | 3 |
| Nov 2025 | Booking.com | 4.2M | 6.6% | 4 |
| Nov 2025 | Trip.com | 1.3M | 2.1% | 5 |
| Nov 2025 | Kayak | 6.6K | 0.01% | 6 |
| Dec 2025 | Skyscanner | 37.2M | 67.4% | 1 |
| Dec 2025 | Expedia | 7.5M | 13.6% | 2 |
| Dec 2025 | Agoda | 5M | 9.1% | 3 |
| Dec 2025 | Booking.com | 4.2M | 7.5% | 4 |
| Dec 2025 | Trip.com | 1.3M | 2.4% | 5 |
| Dec 2025 | Kayak | 6.6K | 0.01% | 6 |
| Jan 2026 | Skyscanner | 55.6M | 71.7% | 1 |
| Jan 2026 | Expedia | 9.1M | 11.8% | 2 |
| Jan 2026 | Agoda | 6.1M | 7.9% | 3 |
| Jan 2026 | Booking.com | 5.1M | 6.5% | 4 |
| Jan 2026 | Trip.com | 1.6M | 2.1% | 5 |
| Jan 2026 | Kayak | 6.6K | <0.01% | 6 |
| Feb 2026 | Skyscanner | 45.5M | 68.9% | 1 |
| Feb 2026 | Expedia | 9.1M | 13.8% | 2 |
| Feb 2026 | Booking.com | 5.1M | 7.7% | 3 |
| Feb 2026 | Agoda | 5M | 7.6% | 4 |
| Feb 2026 | Trip.com | 1.3M | 2% | 5 |
| Feb 2026 | Kayak | 8.1K | 0.01% | 6 |
| Mar 2026 | Skyscanner | 45.5M | 67.1% | 1 |
| Mar 2026 | Expedia | 9.1M | 13.5% | 2 |
| Mar 2026 | Booking.com | 6.2M | 9.1% | 3 |
| Mar 2026 | Agoda | 5M | 7.4% | 4 |
| Mar 2026 | Trip.com | 2M | 2.9% | 5 |
| Mar 2026 | Kayak | 12.1K | 0.02% | 6 |
| Apr 2026 | Skyscanner | 45.5M | 67.4% | 1 |
| Apr 2026 | Expedia | 9.1M | 13.5% | 2 |
| Apr 2026 | Booking.com | 6.2M | 9.2% | 3 |
| Apr 2026 | Agoda | 5M | 7.4% | 4 |
| Apr 2026 | Trip.com | 1.6M | 2.4% | 5 |
| Apr 2026 | Kayak | 9.9K | 0.01% | 6 |
| May 2026 | Skyscanner | 45.5M | 66.3% | 1 |
| May 2026 | Expedia | 9.1M | 13.3% | 2 |
| May 2026 | Booking.com | 6.2M | 9% | 3 |
| May 2026 | Agoda | 6.1M | 8.9% | 4 |
| May 2026 | Trip.com | 1.6M | 2.4% | 5 |
| May 2026 | Kayak | 9.9K | 0.01% | 6 |
| Jun 2026 | Skyscanner | 45.5M | 67.4% | 1 |
| Jun 2026 | Expedia | 9.1M | 13.5% | 2 |
| Jun 2026 | Booking.com | 6.2M | 9.2% | 3 |
| Jun 2026 | Agoda | 5M | 7.4% | 4 |
| Jun 2026 | Trip.com | 1.6M | 2.4% | 5 |
| Jun 2026 | Kayak | 8.1K | 0.01% | 6 |
| Jul 2026 | Skyscanner | 45.5M | 65.7% | 1 |
| Jul 2026 | Expedia | 9.1M | 13.2% | 2 |
| Jul 2026 | Booking.com | 7.6M | 10.9% | 3 |
| Jul 2026 | Agoda | 5M | 7.2% | 4 |
| Jul 2026 | Trip.com | 2M | 2.9% | 5 |
| Jul 2026 | Kayak | 8.1K | 0.01% | 6 |
| Aug 2026 | Skyscanner | 45.5M | 62.8% | 1 |
| Aug 2026 | Booking.com | 9.2M | 12.7% | 2 |
| Aug 2026 | Expedia | 9.1M | 12.6% | 3 |
| Aug 2026 | Agoda | 6.1M | 8.5% | 4 |
| Aug 2026 | Trip.com | 2.4M | 3.4% | 5 |
| Aug 2026 | Kayak | 8.1K | 0.01% | 6 |
| Sep 2026 | Agoda | — | — | — |
| Sep 2026 | Booking.com | — | — | — |
| Sep 2026 | Expedia | — | — | — |
| Sep 2026 | Kayak | — | — | — |
| Sep 2026 | Skyscanner | — | — | — |
| Sep 2026 | Trip.com | — | — | — |

## What is being compared

- **Agoda**: Measured on the search term “agoda”.
- **Booking.com**: Measured on the search terms “booking com” and “bookingcom”, summed into one figure.
- **Expedia**: Measured on the search term “expedia”.
- **Kayak**: Measured on the search term “kayak travel”.
- **Skyscanner**: Measured on the search term “skyscanner”.
- **Trip.com**: Measured on the search terms “trip.com” and “tripcom”, summed into one figure.

- [Agoda](/demand/global-en/brands/agoda)
- [Booking.com](/demand/global-en/brands/booking-com)
- [Expedia](/demand/global-en/brands/expedia)
- [Kayak](/demand/global-en/brands/kayak-travel)
- [Skyscanner](/demand/global-en/brands/skyscanner)
- [Trip.com](/demand/global-en/brands/trip-com)

## 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 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 62.8% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Online travel agencies: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/online-travel-agencies

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