Brandwave

How popular isBooking.com?

In September 2026, people searched for Booking.com by name about 92,400 times in New Zealand, a 162.5% increase from the previous year. These searches made up 33% of all New Zealand holiday home rental searches, placing Booking.com second out of six rentals. When we asked both ChatGPT and Google AI Overviews about holiday home rentals, Booking.com appeared in two of the four answers and was the fifth most recommended of the six.

Search and AI answers in September 2026

Booking.com is the second most searched of 6 competitors and the fifth most recommended in AI answers.

  1. AirbnbShare of searches 59.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  2. Booking.comShare of searches 33%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
  3. BookabachShare of searches 5.4%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  4. BachcareShare of searches 1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  5. VrboShare of searches 0.87%Mentioned in 3 of 4 AI answersPlace in AI recommendations 6th

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Top holiday home rentals in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Booking.com was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Booking.com is the fifth most recommended of the six.

Most recommended by AI

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

  1. Bookabach1st
  2. Airbnb2nd
  3. Bachcare3rd
  4. Holiday Houses4th
  5. Booking.com5th
  6. Vrbo6th

Mentioned by AI

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

  • Airbnb3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bookabach3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bachcare3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Vrbo3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Booking.com2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Holiday Houses2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers

See every answer about holiday home rentals

4 answers

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

Which holiday home rentals compete with Booking.com?

Booking.com against holiday home rentals in New Zealand, by month

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

View monthly share of searches table
MonthAirbnbBooking.comBookabachBachcareVrboHoliday Houses
Oct 202574.8%15.6%6.7%1.6%1.1%0.19%
Nov 202574.8%15.5%6.7%1.6%1.1%0.19%
Dec 202575.8%15.7%5.6%1.6%1.1%0.18%
Jan 202675.8%15.7%5.6%1.7%1.1%0.17%
Feb 202673.3%18.5%5.4%1.3%1.3%0.14%
Mar 202673.4%18.6%5.4%1.3%1.1%0.16%
Apr 202673.9%18.6%5.4%1.1%0.89%0.12%
May 202671%21.7%5.2%1%0.95%0.14%
Jun 202671%21.8%5.2%1%0.84%0.13%
Jul 202670.2%21.6%6.3%1%0.79%0.13%
Aug 202667%24.9%6%0.97%0.98%0.12%
Sep 202659.6%33%5.4%1%0.87%0.13%

  1. 1.Airbnb

    59.6%

    Held 1st. 166K estimated branded searches, -0.01% vs prior month. Share -7.4 points.

  2. 2.Booking.com

    33%

    Held 2nd. 92K estimated branded searches, +48.6% vs prior month. Share +8.1 points.

  3. 3.Bookabach

    5.4%

    Held 3rd. 14.9K estimated branded searches, 0% vs prior month. Share -0.7 points.

  4. 4.Bachcare

    1%

    Moved from 5th to 4th. 2.9K estimated branded searches, +20.8% vs prior month. Share +0.1 points.

  5. 5.Vrbo

    0.87%

    Moved from 4th to 5th. 2.4K estimated branded searches, +0.41% vs prior month. Share -0.1 points.

  6. 6.Holiday Houses

    0.13%

    Held 6th. 350 estimated branded searches, +12.9% vs prior month. Share 0 points.

Compare popularity between Booking.com and its closest rivals

Every comparison with Booking.com

12 comparisons

How has branded search demand for Booking.com changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Booking.com in New Zealand rose from 35.2K to 92.4K.
  • Across the 12 months ending September 2026, Booking.com’s share of searches among holiday home rentals in New Zealand increased from 15.6% to 33%.
  • Across the 12 months ending September 2026, Booking.com’s share of searches among holiday home rentals in New Zealand peaked at 33% in September 2026 and was lowest at 15.5% in November 2025.

How did search popularity change for New Zealand holiday home rentals in September 2026?

6 changes

  1. In September 2026, Booking.com gained share of searches among holiday home rentals in New Zealand, from 24.9% to 33%.

  2. In September 2026, Airbnb lost share of searches among holiday home rentals in New Zealand, from 67% to 59.6%.

  3. In September 2026, Bookabach lost share of searches among holiday home rentals in New Zealand, from 6% to 5.4%.

  4. In September 2026, Bachcare rose from 5th to 4th among holiday home rentals in New Zealand.

  5. In September 2026, Vrbo fell from 4th to 5th among holiday home rentals in New Zealand.

  6. Estimated monthly branded searches for Holiday Houses in New Zealand fell 16.7% over 12 measured months, from 420 to 350 in September 2026.

How are Booking.com’s branded searches counted?

10 search terms

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

  • admin booking com
  • app booking com
  • booking com
  • booking com accommodation
  • booking com admin
  • booking com flights
  • booking com rentals
  • booking com tel
  • Booking.com
  • bookingcom

How the Brand Demand Index is measured

Who owns Booking.com?

Booking.com is owned by Booking Holdings. Brandwave also tracks Agoda, owned by the same company, in New Zealand.

Do you work for Booking.com? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Booking.com compete?

Booking.com is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Online travel booking sites2nd of 827.3%Show ranking
Holiday home rentals2nd of 633%Shown above
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Is Booking.com your brand?

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