--- title: "Skyscanner: search popularity in the United Kingdom" description: "Skyscanner is a travel search site for comparing flights, hotels and car hire. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/brands/skyscanner" publisher: "Brandwave" --- # Skyscanner: search popularity in the United Kingdom Skyscanner is a travel search site for comparing flights, hotels and car hire. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Skyscanner - **Owned by**: Trip.com Group - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among travel booking sites**: 61.3% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Travel booking sites | 1 | 61.3% | 6.1M | - [Travel booking sites in the UK](/demand/uk/categories/uk-travel-booking-sites) ## Top travel booking sites in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Skyscanner was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Skyscanner is the second most recommended of the ten. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Google Flights | 1st | 2 of 3 | 1 of 1 | 3 of 4 | | Skyscanner | 2nd | 2 of 3 | 1 of 1 | 3 of 4 | | Booking.com | 3rd | 1 of 3 | 0 of 1 | 1 of 4 | | Hotels.com | 4th | 1 of 3 | 0 of 1 | 1 of 4 | | trivago | 5th | 1 of 3 | 0 of 1 | 1 of 4 | | Kayak | 5th | 1 of 3 | 0 of 1 | 1 of 4 | | Expedia | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | lastminute.com | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Trip.com | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Opodo | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about travel booking sites - Asked ChatGPT "What's the best site to book cheap flights from the UK?": 1. Skyscanner, 2. Google Flights, 3. Kayak - Asked ChatGPT "Which website has the best hotel deals?": 1. Booking.com, 2. Hotels.com, 3. trivago - Asked ChatGPT "Is it cheaper to book flights through a comparison site or directly with the airline?": 1. Google Flights, 2. Skyscanner - Searched Google, AI Overview "cheap flights": 1. Google Flights, 2. Skyscanner Not named in any answer: Expedia, lastminute.com, Trip.com and Opodo. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## How has branded search demand for Skyscanner changed in the United Kingdom over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Skyscanner in the United Kingdom rose from 5M to 6.1M. - Across the 12 months ending September 2026, Skyscanner’s share of searches among travel booking sites in the United Kingdom peaked at 63.9% in December 2025 and was lowest at 58.2% in August 2026. ## How did search popularity change for United Kingdom travel booking sites in September 2026? - 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%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Travel booking sites | 5M | 61.4% | 1 | | Nov 2025 | Travel booking sites | 5M | 63.8% | 1 | | Dec 2025 | Travel booking sites | 5M | 63.9% | 1 | | Jan 2026 | Travel booking sites | 7.5M | 63.2% | 1 | | Feb 2026 | Travel booking sites | 6.1M | 61.1% | 1 | | Mar 2026 | Travel booking sites | 6.1M | 59.3% | 1 | | Apr 2026 | Travel booking sites | 6.1M | 62.1% | 1 | | May 2026 | Travel booking sites | 6.1M | 59.8% | 1 | | Jun 2026 | Travel booking sites | 6.1M | 59% | 1 | | Jul 2026 | Travel booking sites | 6.1M | 58.7% | 1 | | Aug 2026 | Travel booking sites | 6.1M | 58.2% | 1 | | Sep 2026 | Travel booking sites | 6.1M | 61.3% | 1 | ## How are Skyscanner’s branded searches counted? Brandwave collects information about searches that people make online using Skyscanner’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. - “skyscanner” ## Which travel booking sites compete with Skyscanner? - [Google Flights](/demand/uk/brands/google-flights): Head-to-head: /demand/uk/compare/google-flights-vs-skyscanner - [Booking.com](/demand/uk/brands/booking-com): Head-to-head: /demand/uk/compare/booking-com-vs-skyscanner - [trivago](/demand/uk/brands/trivago): Head-to-head: /demand/uk/compare/skyscanner-vs-trivago - [Expedia](/demand/uk/brands/expedia): Head-to-head: /demand/uk/compare/expedia-vs-skyscanner - [lastminute.com](/demand/uk/brands/lastminute-com): Head-to-head: /demand/uk/compare/lastminute-com-vs-skyscanner - [Hotels.com](/demand/uk/brands/hotels-com) - [Trip.com](/demand/uk/brands/trip-com) - [Kayak](/demand/uk/brands/kayak-travel) - [Opodo](/demand/uk/brands/opodo) ## Who owns Skyscanner? Skyscanner is owned by Trip.com Group. Brandwave also tracks Trip.com, owned by the same company, in the United Kingdom. - [Trip.com Group](/demand/uk/companies/trip-com-group): Owns 2 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Skyscanner? Skyscanner is owned by Trip.com Group. Brandwave also tracks Trip.com, owned by the same company, in the United Kingdom. ## Cite this page Brandwave. "Skyscanner: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/skyscanner This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/skyscanner. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.