Brandwave

How popular isHotels.com?

In September 2026, people searched for Hotels.com by name about 49,500 times in the United Kingdom, about the same as the previous year. These searches made up 0.5% of all United Kingdom travel booking site searches, placing Hotels.com seventh out of ten sites. When we asked both ChatGPT and Google AI Overviews about travel booking sites, Hotels.com appeared in one of the four answers and was the fourth most recommended of the ten.

Search and AI answers in September 2026

Hotels.com is the seventh most searched of 10 competitors and the fourth most recommended in AI answers.

  1. SkyscannerShare of searches 61.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  2. Google FlightsShare of searches 15%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  3. Booking.comShare of searches 10%Mentioned in 1 of 4 AI answersPlace in AI recommendations 3rd
  4. trivagoShare of searches 6.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
  5. Hotels.comShare of searches 0.5%Mentioned in 1 of 4 AI answersPlace in AI recommendations 4th

+5 more

Hotels.com website (opens in a new tab)

Follow Hotels.com 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

Top travel booking sites in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Hotels.com was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Hotels.com is the fourth most recommended of the ten.

Most recommended by AI

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

  1. Google Flights1st
  2. Skyscanner2nd
  3. Booking.com3rd
  4. Hotels.com4th
  5. trivago5th
  6. Kayak5th
  7. Expedia–
  8. lastminute.com–
  9. Trip.com–
  10. Opodo–

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

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 Hotels.com?

Hotels.com against travel booking sites in the United Kingdom, by month

Share of searches by month for Skyscanner, Google Flights, Booking.com, trivago, Expedia, Hotels.com. The figures are in the table below the chart.

View monthly share of searches table
MonthSkyscannerGoogle FlightsBooking.comtrivagoExpedialastminute.comHotels.comTrip.comKayakOpodo
Oct 202561.4%15%10.1%5.5%4.5%1.4%0.61%0.5%0.41%0.61%
Nov 202563.8%15.6%8.6%4.7%3.8%1.4%0.52%0.52%0.52%0.52%
Dec 202563.9%15.6%8.6%4.7%3.8%1.4%0.52%0.42%0.52%0.52%
Jan 202663.2%15.5%8.5%5.7%3.8%1.4%0.51%0.34%0.63%0.51%
Feb 202661.1%15%10%6.7%3.7%1.6%0.49%0.33%0.6%0.49%
Mar 202659.3%17.7%9.7%5.3%4.4%1.6%0.48%0.59%0.48%0.48%
Apr 202662.1%15.2%10.1%5.6%3.7%1.4%0.5%0.5%0.34%0.5%
May 202659.8%14.7%11.9%6.6%3.6%1.6%0.59%0.48%0.32%0.48%
Jun 202659%14.5%11.8%7.9%3.5%1.6%0.48%0.48%0.32%0.39%
Jul 202658.7%14.4%11.7%7.9%3.5%1.9%0.58%0.47%0.32%0.47%
Aug 202658.2%14.3%11.6%7.8%4.3%1.9%0.58%0.58%0.31%0.39%
Sep 202661.3%15%10%6.7%3.7%1.4%0.5%0.5%0.41%0.41%

  1. 1.Skyscanner

    61.3%

    Held 1st. 6.1M estimated branded searches, 0% vs prior month. Share +3.1 points.

  2. 2.Google Flights

    15%

    Held 2nd. 1.5M estimated branded searches, 0% vs prior month. Share +0.8 points.

  3. 3.Booking.com

    10%

    Held 3rd. 1M estimated branded searches, -18% vs prior month. Share -1.6 points.

  4. 4.trivago

    6.7%

    Held 4th. 673K estimated branded searches, -18.2% vs prior month. Share -1.1 points.

  5. 5.Expedia

    3.7%

    Held 5th. 368K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  6. 6.lastminute.com

    1.4%

    Held 6th. 135K estimated branded searches, -32.8% vs prior month. Share -0.6 points.

  7. 7.Hotels.com

    0.5%

    Held 7th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  8. 8.Trip.com

    0.5%

    Held 8th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  9. 9.Kayak

    0.41%

    Moved from 10th to 9th. 40.5K estimated branded searches, +22.4% vs prior month. Share +0.1 points.

  10. 10.Opodo

    0.41%

    Moved from 9th to 10th. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Hotels.com and its closest rivals

Every comparison with Hotels.com

9 comparisons

How has branded search demand for Hotels.com changed in the United Kingdom over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Hotels.com in the United Kingdom held steady at 49.5K.
  • Across the 12 months ending September 2026, Hotels.com’s share of searches among travel booking sites in the United Kingdom held steady, from 0.61% to 0.5%.

How did search popularity change for United Kingdom travel booking sites in September 2026?

6 changes

  1. In September 2026, Skyscanner gained share of searches among travel booking sites in the United Kingdom, from 58.2% to 61.3%.

  2. In September 2026, Google Flights gained share of searches among travel booking sites in the United Kingdom, from 14.3% to 15%.

  3. In September 2026, Booking.com lost share of searches among travel booking sites in the United Kingdom, from 11.6% to 10%.

  4. In September 2026, trivago lost share of searches among travel booking sites in the United Kingdom, from 7.8% to 6.7%.

  5. In September 2026, Expedia lost share of searches among travel booking sites in the United Kingdom, from 4.3% to 3.7%.

  6. 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 Hotels.com’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Hotels.com’s 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.

  • hotels.com

How the Brand Demand Index is measured

Who owns Hotels.com?

Hotels.com is owned by Expedia Group. Brandwave also tracks Expedia, owned by the same company, in the United Kingdom.

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

Creator with pink hair and a pink jacket

Is Hotels.com your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free