How popular isGoogle Flights?
In September 2026, people searched for Google Flights by name about 1.5 million times in the United Kingdom, a 23% increase from the previous year. These searches made up 15% of all United Kingdom travel booking site searches, placing Google Flights second out of ten sites. When we asked both ChatGPT and Google AI Overviews about travel booking sites, Google Flights appeared in three of the four answers and was the most recommended of the ten.
Google Flights is the second most searched of 10 competitors and the most recommended in AI answers.
SkyscannerShare of searches 61.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
Google FlightsShare of searches 15%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
Booking.comShare of searches 10%Mentioned in 1 of 4 AI answersPlace in AI recommendations 3rd
trivagoShare of searches 6.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
ExpediaShare of searches 3.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
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Top travel booking sites in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Google Flights was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Google Flights is the most recommended of the ten.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Skyscanner3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Google Flights3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Booking.com1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- trivago1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Hotels.com1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Kayak1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Expedia0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
lastminute.com0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Trip.com0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Opodo0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about travel booking sites
4 answers
Asked ChatGPT
“What's the best site to book cheap flights from the UK?”
Asked ChatGPT
“Which website has the best hotel deals?”
Asked ChatGPT
“Is it cheaper to book flights through a comparison site or directly with the airline?”
Searched Google, AI Overview
“cheap flights”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Which travel booking sites compete with Google Flights?
Share of searches by month for Skyscanner, Google Flights, Booking.com, trivago, Expedia. The figures are in the table below the chart.
View monthly share of searches table
| Month | Skyscanner | Google Flights | Booking.com | trivago | Expedia | lastminute.com | Hotels.com | Trip.com | Kayak | Opodo |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 61.4% | 15% | 10.1% | 5.5% | 4.5% | 1.4% | 0.61% | 0.5% | 0.41% | 0.61% |
| Nov 2025 | 63.8% | 15.6% | 8.6% | 4.7% | 3.8% | 1.4% | 0.52% | 0.52% | 0.52% | 0.52% |
| Dec 2025 | 63.9% | 15.6% | 8.6% | 4.7% | 3.8% | 1.4% | 0.52% | 0.42% | 0.52% | 0.52% |
| Jan 2026 | 63.2% | 15.5% | 8.5% | 5.7% | 3.8% | 1.4% | 0.51% | 0.34% | 0.63% | 0.51% |
| Feb 2026 | 61.1% | 15% | 10% | 6.7% | 3.7% | 1.6% | 0.49% | 0.33% | 0.6% | 0.49% |
| Mar 2026 | 59.3% | 17.7% | 9.7% | 5.3% | 4.4% | 1.6% | 0.48% | 0.59% | 0.48% | 0.48% |
| Apr 2026 | 62.1% | 15.2% | 10.1% | 5.6% | 3.7% | 1.4% | 0.5% | 0.5% | 0.34% | 0.5% |
| May 2026 | 59.8% | 14.7% | 11.9% | 6.6% | 3.6% | 1.6% | 0.59% | 0.48% | 0.32% | 0.48% |
| Jun 2026 | 59% | 14.5% | 11.8% | 7.9% | 3.5% | 1.6% | 0.48% | 0.48% | 0.32% | 0.39% |
| Jul 2026 | 58.7% | 14.4% | 11.7% | 7.9% | 3.5% | 1.9% | 0.58% | 0.47% | 0.32% | 0.47% |
| Aug 2026 | 58.2% | 14.3% | 11.6% | 7.8% | 4.3% | 1.9% | 0.58% | 0.58% | 0.31% | 0.39% |
| Sep 2026 | 61.3% | 15% | 10% | 6.7% | 3.7% | 1.4% | 0.5% | 0.5% | 0.41% | 0.41% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 61.3% | 6.1M | 0% | +3.1 points | |
| 2, held 2nd | 15% | 1.5M | 0% | +0.8 points | |
| 3, held 3rd | 10% | 1M | -18% | -1.6 points | |
| 4, held 4th | 6.7% | 673K | -18.2% | -1.1 points | |
| 5, held 5th | 3.7% | 368K | -18.2% | -0.6 points | |
| 6, held 6th | 1.4% | 135K | -32.8% | -0.6 points | |
| 7, held 7th | 0.5% | 49.5K | -18.2% | -0.1 points | |
| 8, held 8th | 0.5% | 49.5K | -18.2% | -0.1 points | |
| 9, moved from 10th to 9th | 0.41% | 40.5K | +22.4% | +0.1 pointsmoved from 10th to 9th | |
| 10, moved from 9th to 10th | 0.41% | 40.5K | 0% | 0 pointsmoved from 9th to 10th |
61.3%
Held 1st. 6.1M estimated branded searches, 0% vs prior month. Share +3.1 points.
15%
Held 2nd. 1.5M estimated branded searches, 0% vs prior month. Share +0.8 points.
10%
Held 3rd. 1M estimated branded searches, -18% vs prior month. Share -1.6 points.
4.
trivago6.7%
Held 4th. 673K estimated branded searches, -18.2% vs prior month. Share -1.1 points.
5.
Expedia3.7%
Held 5th. 368K estimated branded searches, -18.2% vs prior month. Share -0.6 points.
1.4%
Held 6th. 135K estimated branded searches, -32.8% vs prior month. Share -0.6 points.
0.5%
Held 7th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.1 points.
8.
Trip.com0.5%
Held 8th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.1 points.
9.
Kayak0.41%
Moved from 10th to 9th. 40.5K estimated branded searches, +22.4% vs prior month. Share +0.1 points.
10.
Opodo0.41%
Moved from 9th to 10th. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Google Flights and its closest rivals
Every comparison with Google Flights
9 comparisons
How has branded search demand for Google Flights changed in the United Kingdom over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Google Flights in the United Kingdom rose from 1.2M to 1.5M.
- Across the 12 months ending September 2026, Google Flights’ share of searches among travel booking sites in the United Kingdom peaked at 17.7% in March 2026 and was lowest at 14.3% in August 2026.
How did search popularity change for United Kingdom travel booking sites in September 2026?
6 changes
In September 2026, Skyscanner gained share of searches among travel booking sites in the United Kingdom, from 58.2% to 61.3%.
In September 2026, Google Flights gained share of searches among travel booking sites in the United Kingdom, from 14.3% to 15%.
In September 2026, Booking.com lost share of searches among travel booking sites in the United Kingdom, from 11.6% to 10%.
In September 2026, trivago lost share of searches among travel booking sites in the United Kingdom, from 7.8% to 6.7%.
In September 2026, Expedia lost share of searches among travel booking sites in the United Kingdom, from 4.3% to 3.7%.
In September 2026, lastminute.com lost share of searches among travel booking sites in the United Kingdom, from 1.9% to 1.4%.
How are Google Flights’ branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Google Flights’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
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Is Google Flights your brand?
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