Brandwave

Booking.com vs Google Flights:Which is more popular?

In September 2026, Google Flights had more branded searches than Booking.com among online travel agencies worldwide. Google Flights had about 45.5 million branded searches, while Booking.com had 7.5 million. Google Flights made up 28.7% of all online travel agency searches we track, and Booking.com accounted for 4.7%. When we asked ChatGPT and Google AI Overviews about online travel agencies, Booking.com appeared in all five answers and Google Flights in three. Booking.com was mentioned before Google Flights in every answer.

Among online travel agencies worldwide in September 2026

Who do people search for more?

Google Flights, about 6 searches for every 1 for Booking.com

Google Flights 45.5M searchesBooking.com 7.5M searches

Who does AI mention more?

Booking.com, mentioned in every answer we collected

Booking.com in 5 of 5Google Flights in 3 of 5

Who does AI recommend more?

Booking.com, named ahead of Google Flights in every answer

Booking.com first in 5Google Flights never first

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Top online travel agencies in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Booking.com appeared in all five answers. Google Flights was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Booking.com was listed before Google Flights in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Expedia1st
  2. Booking.com2nd
  3. Priceline3rd
  4. Hotels.com4th
  5. Google Flights5th
  6. Kayak6th
  7. Agoda7th
  8. Vrbo8th
  9. Trip.com9th
  10. Skyscanner10th
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Expedia5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Booking.com5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Google Flights3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Priceline3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Agoda2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hotels.com2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kayak2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Skyscanner1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vrbo1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Trip.com1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about online travel agencies

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Is Booking.com or Google Flights more popular in search?

This chart shows how often people search Google for Booking.com and Google Flights by name. Each line represents a brand's share of searches for all 11 online travel agencies we track, month by month, from English-language searches worldwide.

Booking.com and Google Flights among online travel agencies worldwide, by month

Share of searches by month for Google Flights, Booking.com. The figures are in the table below the chart.

View monthly share of searches table
MonthGoogle FlightsSkyscannerAirbnbExpediaBooking.comAgodaPricelineVrboTrip.comHotels.comKayak
Oct 202530%30%24.5%4.9%2.7%3.3%1.8%1.8%0.54%0.3%<0.01%
Nov 202530.1%30.1%24.6%4.9%2.8%3.3%1.8%1.8%0.44%0.24%<0.01%
Dec 202531.8%26%26%5.2%2.9%3.5%1.9%1.9%0.47%0.26%<0.01%
Jan 202630%30%24.6%4.9%2.7%3.3%1.5%2.2%0.44%0.24%<0.01%
Feb 202629.3%29.3%23.9%5.9%3.3%3.2%1.8%2.6%0.43%0.29%<0.01%
Mar 202631.7%26%26%5.2%3.5%2.9%1.6%2.3%0.57%0.26%<0.01%
Apr 202627.7%27.7%27.7%5.6%3.8%3%1.7%2%0.5%0.27%<0.01%
May 202627.5%27.5%27.5%5.5%3.7%3.7%1.7%2%0.5%0.33%<0.01%
Jun 202627.6%27.6%27.6%5.5%3.8%3%1.7%2.5%0.5%0.33%<0.01%
Jul 202625.7%25.7%31.4%5.2%4.3%2.8%1.5%2.3%0.57%0.38%<0.01%
Aug 202626.9%26.9%26.9%5.4%5.5%3.6%1.6%2%0.72%0.4%<0.01%
Sep 202628.7%28.7%23.5%5.8%4.7%3.9%1.7%1.7%0.95%0.35%<0.01%

How has the Booking.com and Google Flights comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Google Flights gained share of searches among online travel agencies worldwide, from 26.9% to 28.7%.

  2. In September 2026, Booking.com lost share of searches among online travel agencies worldwide, from 5.5% to 4.7%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Booking.com’s and Google Flights’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Booking.com

2 branded search terms

  • booking com
  • bookingcom

Google Flights

2 branded search terms

  • google flights
  • googleflights

How the Brand Demand Index is measured

Other head-to-heads among online travel agencies

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