Brandwave

Plum Guide vs Vacasa:Which is more popular?

In September 2026, Vacasa had more branded searches than Plum Guide among holiday rental platforms worldwide. Vacasa had about 40,500 branded searches, while Plum Guide had 18,100. Vacasa made up 0.09% of all holiday rental platform searches we track, and Plum Guide accounted for 0.04%. When we asked ChatGPT and Google AI Overviews about holiday rental platforms, Plum Guide appeared in two of the five answers and Vacasa in none.

Among holiday rental platforms worldwide in September 2026

Who do people search for more?

Vacasa, about 2 searches for every 1 for Plum Guide

Vacasa 40.5K searchesPlum Guide 18.1K searches

Who does AI mention more?

Plum Guide, mentioned in 2 of 5 answers, Vacasa in 0

Plum Guide in 2 of 5Vacasa in 0 of 5

Who does AI recommend more?

Plum Guide, the only one of the two named

Plum Guide first in 2Vacasa never named

Follow Plum Guide vs Vacasa and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top holiday rental platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Plum Guide was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. 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 Plum Guide or Vacasa more popular in search?

This chart shows how often people search Google for Plum Guide 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.

Plum Guide and Vacasa among holiday rental platforms worldwide, by month

Share of searches by month for Vacasa, Plum Guide. 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 Plum Guide and Vacasa comparison changed over the last 12 months?

3 findings
  • Vacasa was ahead of Plum Guide in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Plum Guide’s share of searches among holiday rental platforms worldwide held steady at 0.04%, and its estimated monthly branded searches held steady at 18.1K.
  • 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?

1 change

  1. 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?

2 search terms

Brandwave collects information about searches that people make online using Plum Guide’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.

Plum Guide

1 branded search term

  • plum guide

Vacasa

1 branded search term

  • vacasa

How the Brand Demand Index is measured

Other head-to-heads among holiday rental platforms

Creator with pink hair and a pink jacket

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.

Start free