Airbnb vs Booking.com:Which is more popular by branded search?
In August 2026, Airbnb had more branded searches than Booking.com among holiday rental platforms worldwide. Airbnb was estimated to have 45.5M branded searches compared to Booking.com’s 74K, and held a 92.8% Share of Search versus Booking.com’s 0.15%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Airbnb or Booking.com?
Compare the sites people book holiday homes on. 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 by month for Airbnb, Booking.com. The figures are in the table below the chart.
View monthly share of search table
| Month | Airbnb | Vrbo | HomeToGo | Booking.com | Plum Guide |
|---|---|---|---|---|---|
| Oct 2025 | 92.7% | 6.8% | 0.23% | 0.18% | 0.05% |
| Nov 2025 | 92.8% | 6.8% | 0.18% | 0.18% | 0.04% |
| Dec 2025 | 92.8% | 6.8% | 0.18% | 0.18% | 0.04% |
| Jan 2026 | 91.3% | 8.2% | 0.27% | 0.15% | 0.04% |
| Feb 2026 | 89.7% | 9.9% | 0.27% | 0.15% | 0.04% |
| Mar 2026 | 91.4% | 8.2% | 0.22% | 0.15% | 0.04% |
| Apr 2026 | 92.8% | 6.8% | 0.18% | 0.15% | 0.05% |
| May 2026 | 92.8% | 6.8% | 0.18% | 0.15% | 0.05% |
| Jun 2026 | 91.4% | 8.2% | 0.22% | 0.15% | 0.04% |
| Jul 2026 | 92.8% | 6.8% | 0.23% | 0.12% | 0.04% |
| Aug 2026 | 92.8% | 6.8% | 0.22% | 0.15% | 0.05% |
| Sep 2026 | — | — | — | — | — |
How has the Airbnb and Booking.com comparison changed over the last 12 months?
3 findings
- Airbnb was ahead of Booking.com in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Airbnb’s estimated Share of Search among holiday rental platforms worldwide moved from 92.7% to 92.8%, and its estimated monthly branded searches moved from 37.2M to 45.5M.
- Across the 11 months ending August 2026, Booking.com’s estimated Share of Search among holiday rental platforms worldwide moved from 0.18% to 0.15%, and its estimated monthly branded searches held steady at 74K.
How did search popularity change for holiday rental platforms worldwide in August 2026?
1 change
Estimated monthly branded searches for Airbnb worldwide rose 22.3% over 11 measured months, from 37.2M to 45.5M in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Airbnb’s and Booking.com’s 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.
Airbnb
1 branded search term
- airbnb
Booking.com
1 branded search term
- bookingcom
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.