Travel booking sites in the United Kingdom:Which are most popular?

Name: Travel booking sites in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Skyscanner was the most searched travel booking site in the United Kingdom, accounting for 61.3% of all searches among the ten sites we track. When we checked with ChatGPT and Google AI Overviews, Skyscanner and Google Flights were mentioned most often, in three of the four answers. Google Flights was recommended most often, coming first in two out of four responses.

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Top travel booking sites in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Skyscanner and Google Flights were mentioned most often, in three of the four answers. Google Flights was recommended most often, coming first in two out of four answers. Skyscanner was second, and Booking.com was third. Expedia, which ranked fifth in searches, was not mentioned at all.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Skyscanner	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
Google Flights	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
Booking.com	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
trivago	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Hotels.com	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Kayak	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Expedia	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
lastminute.com	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Trip.com	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Opodo	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4

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?”
1. 1Booking.com
2. 2Hotels.com
3. 3trivago
Asked ChatGPT
“Is it cheaper to book flights through a comparison site or directly with the airline?”
1. 1Google Flights
2. 2Skyscanner
Searched Google, AI Overview
“cheap flights”
1. 1Google Flights
2. 2Skyscanner

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 do people search for most?

This chart shows how often people search Google for each travel booking site by name. Each line represents a brand's share of searches for all ten travel booking sites we track, month by month, from searches in United Kingdom.

Share of searches among travel booking sites in the United Kingdom, by month

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	Skyscanner Trip.com Group	61.3%	6.1M	0%	+3.1 points
2, held 2nd	Google Flights	15%	1.5M	0%	+0.8 points
3, held 3rd	Booking.com	10%	1M	-18%	-1.6 points
4, held 4th	trivago	6.7%	673K	-18.2%	-1.1 points
5, held 5th	Expedia Expedia Group	3.7%	368K	-18.2%	-0.6 points
6, held 6th	lastminute.com	1.4%	135K	-32.8%	-0.6 points
7, held 7th	Hotels.com Expedia Group	0.5%	49.5K	-18.2%	-0.1 points
8, held 8th	Trip.com Trip.com Group	0.5%	49.5K	-18.2%	-0.1 points
9, moved from 10th to 9th	Kayak	0.41%	40.5K	+22.4%	+0.1 pointsmoved from 10th to 9th
10, moved from 9th to 10th	Opodo	0.41%	40.5K	0%	0 pointsmoved from 9th to 10th

1.Skyscanner
61.3%
Held 1st. 6.1M estimated branded searches, 0% vs prior month. Share +3.1 points.
2.Google Flights
15%
Held 2nd. 1.5M estimated branded searches, 0% vs prior month. Share +0.8 points.
3.Booking.com
10%
Held 3rd. 1M estimated branded searches, -18% vs prior month. Share -1.6 points.
4.trivago
6.7%
Held 4th. 673K estimated branded searches, -18.2% vs prior month. Share -1.1 points.
5.Expedia
3.7%
Held 5th. 368K estimated branded searches, -18.2% vs prior month. Share -0.6 points.
6.lastminute.com
1.4%
Held 6th. 135K estimated branded searches, -32.8% vs prior month. Share -0.6 points.
7.Hotels.com
0.5%
Held 7th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.1 points.
8.Trip.com
0.5%
Held 8th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.1 points.
9.Kayak
0.41%
Moved from 10th to 9th. 40.5K estimated branded searches, +22.4% vs prior month. Share +0.1 points.
10.Opodo
0.41%
Moved from 9th to 10th. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

Which brand is most popular in search among travel booking sites in the United Kingdom?

10 brands

In September 2026, Skyscanner was the most searched among travel booking sites in the United Kingdom, with an estimated 6.1M branded searches, 61.3% of all searches for the ten we track. Google Flights is in 2nd place, 46.3 percentage points behind at 15%.

United Kingdom travel booking sites, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Skyscanner	61.4% → 61.3%	63.9%Dec 2025	58.2%Aug 2026	1st
Google Flights	15%	17.7%Mar 2026	14.3%Aug 2026	2nd
Booking.com	10.1% → 10%	11.9%May 2026	8.5%Jan 2026	3rd
trivago	5.5% → 6.7%	7.9%Jun 2026	4.7%Nov 2025	4th
Expedia	4.5% → 3.7%	4.5%Oct 2025	3.5%Jul 2026	5th
lastminute.com	1.4%	1.9%Jul 2026	1.4%Oct 2025	6th
Hotels.com	0.61% → 0.5%	0.61%Oct 2025	0.48%Jun 2026	7th
Trip.com	0.5%	0.59%Mar 2026	0.33%Feb 2026	9th → 8th
Kayak	0.41%	0.63%Jan 2026	0.31%Aug 2026	10th → 9th
Opodo	0.61% → 0.41%	0.61%Oct 2025	0.39%Aug 2026	8th → 10th

Each finding as a sentence

Across the 12 months ending September 2026, trivago’s share of searches among travel booking sites in the United Kingdom increased from 5.5% to 6.7%.
Across the 12 months ending September 2026, Expedia’s share of searches among travel booking sites in the United Kingdom decreased from 4.5% to 3.7%.
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.
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.
Across the 12 months ending September 2026, Booking.com’s share of searches among travel booking sites in the United Kingdom peaked at 11.9% in May 2026 and was lowest at 8.5% in January 2026.
Across the 12 months ending September 2026, trivago’s share of searches among travel booking sites in the United Kingdom peaked at 7.9% in June 2026 and was lowest at 4.7% in November 2025.
Across the 12 months ending September 2026, Trip.com rose from 9th to 8th among travel booking sites in the United Kingdom.
Across the 12 months ending September 2026, Kayak rose from 10th to 9th among travel booking sites in the United Kingdom.
Across the 12 months ending September 2026, Opodo fell from 8th to 10th among travel booking sites in the United Kingdom.
Across the 12 months ending September 2026, Skyscanner, Google Flights, Booking.com, lastminute.com and Hotels.com held steady: their share of searches among travel booking sites in the United Kingdom each moved less than 0.5 percentage points.

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

8 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%.
In September 2026, Kayak rose from 10th to 9th among travel booking sites in the United Kingdom.
In September 2026, Opodo fell from 9th to 10th among travel booking sites in the United Kingdom.

How are branded searches counted for travel booking sites?

10 search terms

Each brand's share of searches among travel booking sites comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.