Brandwave

Booking.com vs Vacasa:Which is more popular?

In September 2026, Booking.com had more branded searches than Vacasa among holiday rental platforms worldwide. Booking.com had about 7.5 million branded searches, while Vacasa had 40,500. Booking.com made up 15.8% of all holiday rental platform searches we track, and Vacasa accounted for 0.09%. When we asked ChatGPT and Google AI Overviews about holiday rental platforms, Booking.com appeared in all five answers and Vacasa in none.

Among holiday rental platforms worldwide in September 2026

Who do people search for more?

Booking.com, about 186 searches for every 1 for Vacasa

Booking.com 7.5M searchesVacasa 40.5K searches

Who does AI mention more?

Booking.com, mentioned in every answer we collected

Booking.com in 5 of 5Vacasa in 0 of 5

Who does AI recommend more?

Booking.com, the only one of the two named

Booking.com first in 5Vacasa never named

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Top holiday rental platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Booking.com appeared in all five answers. Vacasa did not appear in any of the five answers.

Most recommended by AI

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

  1. Airbnb1st
  2. Vrbo2nd
  3. Booking.com3rd
  4. HomeToGo4th
  5. Plum Guide5th
  6. Vacasa–

Mentioned by AI

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

  • Airbnb5 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
  • Vrbo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • HomeToGo4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Plum Guide2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Vacasa0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about holiday rental platforms

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 Vacasa more popular in search?

This chart shows how often people search Google for Booking.com and Vacasa by name. Each line represents a brand's share of searches for all six holiday rental platforms we track, month by month, from English-language searches worldwide.

Booking.com and Vacasa among holiday rental platforms worldwide, by month

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

View monthly share of searches table
MonthAirbnbBooking.comVrboHomeToGoVacasaPlum Guide
Oct 202584%9.4%6.2%0.2%0.17%0.04%
Nov 202584.1%9.4%6.2%0.17%0.14%0.03%
Dec 202584.1%9.4%6.2%0.17%0.14%0.03%
Jan 202682.9%9.2%7.4%0.25%0.16%0.04%
Feb 202679.9%10.9%8.8%0.24%0.19%0.04%
Mar 202681.2%11.1%7.3%0.2%0.16%0.04%
Apr 202682.4%11.2%6.1%0.16%0.13%0.04%
May 202682.4%11.2%6.1%0.16%0.13%0.04%
Jun 202681.3%11.1%7.3%0.2%0.13%0.04%
Jul 202682.4%11.2%6.1%0.2%0.09%0.03%
Aug 202678.1%15.8%5.8%0.19%0.08%0.04%
Sep 202678.1%15.8%5.8%0.16%0.09%0.04%

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

3 findings
  • Booking.com was ahead of Vacasa in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Booking.com’s share of searches among holiday rental platforms worldwide moved from 9.4% to 15.8%, and its estimated monthly branded searches moved from 4.2M to 7.5M.
  • Across the 12 months ending September 2026, Vacasa’s share of searches among holiday rental platforms worldwide moved from 0.17% to 0.09%, and its estimated monthly branded searches moved from 74K to 40.5K.

How did search popularity change for holiday rental platforms worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for Booking.com worldwide rose 80.8% over 12 measured months, from 4.2M to 7.5M in September 2026.

  2. Estimated monthly branded searches for Vacasa worldwide fell 45.3% over 12 measured months, from 74K to 40.5K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Booking.com’s and Vacasa’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.

Booking.com

2 branded search terms

  • booking com
  • bookingcom

Vacasa

1 branded search term

  • vacasa

How the Brand Demand Index is measured

Other head-to-heads among holiday rental platforms

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