Brandwave

How popular isSkyscanner?

In September 2026, people searched for Skyscanner by name about 6.1 million times in the United Kingdom, a 22.4% increase from the previous year. These searches made up 61.3% of all United Kingdom travel booking site searches, placing Skyscanner first out of ten sites. When we asked both ChatGPT and Google AI Overviews about travel booking sites, Skyscanner appeared in three of the four answers and was the second most recommended of the ten.

Search and AI answers in September 2026

Skyscanner is the most searched of 10 competitors and the second 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. ExpediaShare of searches 3.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

+5 more

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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.

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 Skyscanner?

Skyscanner against travel booking sites in the United Kingdom, by month

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
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 Skyscanner and its closest rivals

Every comparison with Skyscanner

9 comparisons

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

2 findings
  • 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?

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 Skyscanner’s branded searches counted?

1 search term

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

How the Brand Demand Index is measured

Who owns Skyscanner?

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

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

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