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 27.3% of all New Zealand online travel booking site searches, placing Booking.com second out of eight sites. When we asked both ChatGPT and Google AI Overviews about online travel booking sites, Booking.com appeared in three of the five answers and was the third most recommended of the eight.

Search and AI answers in September 2026

Booking.com is the second most searched of 8 competitors and the third most recommended in AI answers.

  1. SkyscannerShare of searches 40.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. Booking.comShare of searches 27.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. WebjetShare of searches 15.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  4. ExpediaShare of searches 9.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. AgodaShare of searches 4.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

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Top online travel booking sites in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Booking.com was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Booking.com is the third most recommended of the eight.

Most recommended by AI

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

  1. Skyscanner1st
  2. Expedia2nd
  3. Booking.com3rd
  4. Webjet4th
  5. Agoda5th
  6. Trip.com–
  7. Wotif–
  8. Hotels.com–

Mentioned by AI

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

  • Skyscanner4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Booking.com3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Expedia3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Webjet2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Agoda1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Trip.com0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wotif0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hotels.com0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about online travel booking sites

5 answers

Not named in any answer:

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

Which online travel booking sites compete with Booking.com?

Booking.com against online travel booking sites in New Zealand, by month

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

View monthly share of searches table
MonthSkyscannerBooking.comWebjetExpediaAgodaTrip.comWotifHotels.com
Oct 202547.5%12.2%21.5%10.9%5.4%0.66%1.6%0.25%
Nov 202549.5%12.8%18.5%11.3%5.7%0.58%1.4%0.26%
Dec 202544%16.8%20.3%10.4%6.2%0.63%1.5%0.28%
Jan 202646.1%14.3%21.1%10.9%5.3%0.66%1.5%0.27%
Feb 202645.1%17.1%17.1%12.9%5.5%0.53%1.5%0.33%
Mar 202649.3%15.3%18.5%9.9%4.8%0.71%1.1%0.3%
Apr 202649.4%15.3%18.5%9.9%4.7%0.69%1.3%0.26%
May 202645.4%16.9%20.5%10.7%4.2%0.79%1.2%0.24%
Jun 202646.5%17.3%17.4%11.3%5.2%0.81%1.2%0.2%
Jul 202646.9%17.3%17.2%10.9%5.5%0.81%1.2%0.2%
Aug 202645.1%20.3%16.8%10.5%5.1%0.94%1.2%0.19%
Sep 202640.5%27.3%15.3%9.5%4.7%1.3%1.1%0.21%

  1. 1.Skyscanner

    40.5%

    Held 1st. 137K estimated branded searches, -1.5% vs prior month. Share -4.6 points.

  2. 2.Booking.com

    27.3%

    Held 2nd. 92.4K estimated branded searches, +48.1% vs prior month. Share +7.1 points.

  3. 3.Webjet

    15.3%

    Held 3rd. 51.8K estimated branded searches, +0.04% vs prior month. Share -1.5 points.

  4. 4.Expedia

    9.5%

    Held 4th. 32.2K estimated branded searches, -0.12% vs prior month. Share -0.9 points.

  5. 5.Agoda

    4.7%

    Held 5th. 15.9K estimated branded searches, +1.8% vs prior month. Share -0.4 points.

  6. 6.Trip.com

    1.3%

    Moved from 7th to 6th. 4.4K estimated branded searches, +51.7% vs prior month. Share +0.4 points.

  7. 7.Wotif

    1.1%

    Moved from 6th to 7th. 3.7K estimated branded searches, +0.27% vs prior month. Share -0.1 points.

  8. 8.Hotels.com

    0.21%

    Held 8th. 720 estimated branded searches, +22% 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 online travel booking sites in New Zealand increased from 12.2% to 27.3%.
  • Across the 12 months ending September 2026, Booking.com rose from 3rd to 2nd among online travel booking sites in New Zealand.

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

6 changes

  1. In September 2026, Booking.com gained share of searches among online travel booking sites in New Zealand, from 20.3% to 27.3%.

  2. In September 2026, Skyscanner lost share of searches among online travel booking sites in New Zealand, from 45.1% to 40.5%.

  3. In September 2026, Webjet lost share of searches among online travel booking sites in New Zealand, from 16.8% to 15.3%.

  4. In September 2026, Expedia lost share of searches among online travel booking sites in New Zealand, from 10.5% to 9.5%.

  5. In September 2026, Trip.com rose from 7th to 6th among online travel booking sites in New Zealand.

  6. In September 2026, Wotif fell from 6th to 7th among online travel booking sites in New Zealand.

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%Shown above
Holiday home rentals2nd of 633%Show ranking
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Is Booking.com your brand?

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