How popular islastminute.com?
In September 2026, people searched for lastminute.com by name about 135,000 times in the United Kingdom, a 22.7% increase from the previous year. These searches made up 1.4% of all United Kingdom travel booking site searches, placing lastminute.com sixth out of ten sites. When we asked both ChatGPT and Google AI Overviews about travel booking sites, lastminute.com did not appear in any of the answers.
lastminute.com is the sixth most searched of 10 competitors and not listed in any AI answer.
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
lastminute.comShare of searches 1.4%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, lastminute.com did not appear in any of the four answers.
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 lastminute.com?
Share of searches by month for Skyscanner, Google Flights, Booking.com, trivago, Expedia, lastminute.com. 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 lastminute.com and its closest rivals
Every comparison with lastminute.com
9 comparisons
How has branded search demand for lastminute.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 lastminute.com in the United Kingdom rose from 110K to 135K.
- Across the 12 months ending September 2026, lastminute.com’s share of searches among travel booking sites in the United Kingdom held steady at 1.4%.
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 lastminute.com’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using lastminute.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.
- lastminute
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