Brandwave

Online travel booking sites:Which are searched most?

In September 2026, Skyscanner was the most searched among online travel booking sites worldwide, with an estimated 45.5M branded searches and 64.7% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Skyscanner64.7%
  2. Expedia13%
  3. Booking.com10.7%
  4. Agoda8.7%
  5. Trip.com2.1%
  6. Hotels.com0.78%

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Share of SearchLeaderboard

Compare the online travel booking sites people choose between. 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 booking sites worldwide, by month

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

View monthly share of search table
MonthSkyscannerExpediaBooking.comAgodaTrip.comHotels.com
Oct 202571.7%11.8%6.6%7.9%1.3%0.71%
Nov 202572%11.8%6.6%7.9%1.1%0.58%
Dec 202567.8%13.6%7.6%9.1%1.2%0.67%
Jan 202672%11.8%6.6%7.9%1.1%0.58%
Feb 202669.1%13.9%7.7%7.6%1%0.68%
Mar 202667.6%13.6%9.2%7.4%1.5%0.67%
Apr 202667.8%13.6%9.2%7.5%1.2%0.67%
May 202666.6%13.4%9.1%9%1.2%0.8%
Jun 202667.7%13.6%9.2%7.4%1.2%0.82%
Jul 202666.1%13.3%11%7.3%1.5%0.98%
Aug 202663.3%12.7%12.8%8.5%1.7%0.94%
Sep 202664.7%13%10.7%8.7%2.1%0.78%

This month’s ranking, September 2026

  1. 1.Skyscanner

    64.7%

    Held 1st. 45.5M estimated branded searches, 0% vs prior month. Share +1.4 points.

  2. 2.Expedia

    13%

    Moved from 3rd to 2nd. 9.1M estimated branded searches, 0% vs prior month. Share +0.3 points.

  3. 3.Booking.com

    10.7%

    Moved from 2nd to 3rd. 7.5M estimated branded searches, -18.3% vs prior month. Share -2.1 points.

  4. 4.Agoda

    8.7%

    Held 4th. 6.1M estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.Trip.com

    2.1%

    Held 5th. 1.5M estimated branded searches, +23% vs prior month. Share +0.4 points.

  6. 6.Hotels.com

    0.78%

    Held 6th. 550K estimated branded searches, -18.3% vs prior month. Share -0.2 points.

Compare search popularity between leading brands

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

In September 2026, Skyscanner was the most searched among online travel booking sites worldwide, with an estimated 45.5M branded searches and 64.7% estimated Share of Search within this set. Expedia is in 2nd place, 51.7 percentage points behind at 13% Share of Search.

Global online travel booking sites, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Skyscanner71.7% → 64.7%72%Jan 202663.3%Aug 20261st
Expedia11.8% → 13%13.9%Feb 202611.8%Oct 20252nd
Booking.com6.6% → 10.7%12.8%Aug 20266.6%Oct 20254th → 3rd
Agoda7.9% → 8.7%9.1%Dec 20257.3%Jul 20263rd → 4th
Trip.com1.3% → 2.1%2.1%Sep 20261%Feb 20265th
Hotels.com0.71% → 0.78%0.98%Jul 20260.58%Nov 20256th

Each finding as a sentence

  • Across the 12 months ending September 2026, Skyscanner’s estimated Share of Search among online travel booking sites worldwide decreased from 71.7% to 64.7%.
  • Across the 12 months ending September 2026, Expedia’s estimated Share of Search among online travel booking sites worldwide increased from 11.8% to 13%.
  • Across the 12 months ending September 2026, Booking.com’s estimated Share of Search among online travel booking sites worldwide increased from 6.6% to 10.7%.
  • Across the 12 months ending September 2026, Agoda’s estimated Share of Search among online travel booking sites worldwide increased from 7.9% to 8.7%.
  • Across the 12 months ending September 2026, Trip.com’s estimated Share of Search among online travel booking sites worldwide increased from 1.3% to 2.1%.
  • Across the 12 months ending September 2026, Skyscanner’s estimated Share of Search among online travel booking sites worldwide peaked at 72% in January 2026 and was lowest at 63.3% in August 2026.
  • Across the 12 months ending September 2026, Expedia’s estimated Share of Search among online travel booking sites worldwide peaked at 13.9% in February 2026 and was lowest at 11.8% in October 2025.
  • Across the 12 months ending September 2026, Booking.com’s estimated Share of Search among online travel booking sites worldwide peaked at 12.8% in August 2026 and was lowest at 6.6% in October 2025.
  • Across the 12 months ending September 2026, Agoda’s estimated Share of Search among online travel booking sites worldwide peaked at 9.1% in December 2025 and was lowest at 7.3% in July 2026.
  • Across the 12 months ending September 2026, Trip.com’s estimated Share of Search among online travel booking sites worldwide peaked at 2.1% in September 2026 and was lowest at 1% in February 2026.
  • Across the 12 months ending September 2026, Booking.com rose from 4th to 3rd among online travel booking sites worldwide.
  • Across the 12 months ending September 2026, Agoda fell from 3rd to 4th among online travel booking sites worldwide.
  • Across the 12 months ending September 2026, Hotels.com held steady: its estimated Share of Search among online travel booking sites worldwide moved less than 0.5 percentage points.

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

  1. In September 2026, Skyscanner gained estimated Share of Search among online travel booking sites worldwide, from 63.3% to 64.7%.

  2. In September 2026, Booking.com lost estimated Share of Search among online travel booking sites worldwide, from 12.8% to 10.7%.

  3. Trip.com’s estimated Share of Search among online travel booking sites worldwide has gained ground for 3 months in a row, from 1.2% to 2.1% in September 2026.

  4. In September 2026, Expedia rose from 3rd to 2nd among online travel booking sites worldwide.

  5. Estimated monthly branded searches for Agoda worldwide rose 22.4% over 12 measured months, from 5M to 6.1M in September 2026.

  6. Estimated monthly branded searches for Hotels.com worldwide rose 22.2% over 12 measured months, from 450K to 550K in September 2026.

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