---
title: "Travel booking sites in the United Kingdom: Which are searched most?"
description: "Compare the sites people in the UK book flights and hotels on. Share of Search among Skyscanner, Google Flights, Booking.com, trivago, Expedia, lastminute.com, Hotels.com, Trip.com, Kayak and Opodo, the travel booking sites Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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/categories/uk-travel-booking-sites"
publisher: "Brandwave"
---

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

Compare the sites people in the UK book flights and hotels on. Share of Search among Skyscanner, Google Flights, Booking.com, trivago, Expedia, lastminute.com, Hotels.com, Trip.com, Kayak and Opodo, the travel booking sites Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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

- **Competitive set**: Travel booking sites
- **Market**: United Kingdom
- **Brands compared**: 10
- **Month measured**: Sep 2026
- **Highest Share of Search**: Skyscanner, 61.3%

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

- 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%.
- 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.

## 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.

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.

## Compare search popularity between leading brands

- [Skyscanner vs Google Flights: compare search popularity](/demand/uk/compare/google-flights-vs-skyscanner): 61.3% against 15% Share of Search.
- [Skyscanner vs Booking.com: compare search popularity](/demand/uk/compare/booking-com-vs-skyscanner): 61.3% against 10% Share of Search.
- [Skyscanner vs trivago: compare search popularity](/demand/uk/compare/skyscanner-vs-trivago): 61.3% against 6.7% Share of Search.
- [Skyscanner vs Expedia: compare search popularity](/demand/uk/compare/expedia-vs-skyscanner): 61.3% against 3.7% Share of Search.
- [Google Flights vs Booking.com: compare search popularity](/demand/uk/compare/booking-com-vs-google-flights): 15% against 10% Share of Search.
- [Google Flights vs trivago: compare search popularity](/demand/uk/compare/google-flights-vs-trivago): 15% against 6.7% Share of Search.
- [Google Flights vs Expedia: compare search popularity](/demand/uk/compare/expedia-vs-google-flights): 15% against 3.7% Share of Search.
- [Booking.com vs trivago: compare search popularity](/demand/uk/compare/booking-com-vs-trivago): 10% against 6.7% Share of Search.
- [Booking.com vs Expedia: compare search popularity](/demand/uk/compare/booking-com-vs-expedia): 10% against 3.7% Share of Search.
- [trivago vs Expedia: compare search popularity](/demand/uk/compare/expedia-vs-trivago): 6.7% against 3.7% Share of Search.

## 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%.
- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Skyscanner | 61.3% | 6.1M | 0.0% | Trip.com Group |
| 2 | Google Flights | 15% | 1.5M | 0.0% | Google Flights |
| 3 | Booking.com | 10% | 1M | -18.0% | Booking Holdings |
| 4 | trivago | 6.7% | 673K | -18.2% | trivago |
| 5 | Expedia | 3.7% | 368K | -18.2% | Expedia Group |
| 6 | lastminute.com | 1.4% | 135K | -32.8% | lastminute.com |
| 7 | Hotels.com | 0.5% | 49.5K | -18.2% | Expedia Group |
| 8 | Trip.com | 0.5% | 49.5K | -18.2% | Trip.com Group |
| 9 | Kayak | 0.41% | 40.5K | +22.4% | Kayak |
| 10 | Opodo | 0.41% | 40.5K | 0.0% | eDreams ODIGEO |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Skyscanner | 5M | 61.4% | 1 |
| Oct 2025 | Google Flights | 1.2M | 15% | 2 |
| Oct 2025 | Booking.com | 823K | 10.1% | 3 |
| Oct 2025 | trivago | 450K | 5.5% | 4 |
| Oct 2025 | Expedia | 368K | 4.5% | 5 |
| Oct 2025 | lastminute.com | 110K | 1.4% | 6 |
| Oct 2025 | Hotels.com | 49.5K | 0.61% | 7 |
| Oct 2025 | Opodo | 49.5K | 0.61% | 8 |
| Oct 2025 | Trip.com | 40.5K | 0.5% | 9 |
| Oct 2025 | Kayak | 33.1K | 0.41% | 10 |
| Nov 2025 | Skyscanner | 5M | 63.8% | 1 |
| Nov 2025 | Google Flights | 1.2M | 15.6% | 2 |
| Nov 2025 | Booking.com | 673K | 8.6% | 3 |
| Nov 2025 | trivago | 368K | 4.7% | 4 |
| Nov 2025 | Expedia | 301K | 3.8% | 5 |
| Nov 2025 | lastminute.com | 110K | 1.4% | 6 |
| Nov 2025 | Hotels.com | 40.5K | 0.52% | 7 |
| Nov 2025 | Kayak | 40.5K | 0.52% | 8 |
| Nov 2025 | Opodo | 40.5K | 0.52% | 9 |
| Nov 2025 | Trip.com | 40.5K | 0.52% | 10 |
| Dec 2025 | Skyscanner | 5M | 63.9% | 1 |
| Dec 2025 | Google Flights | 1.2M | 15.6% | 2 |
| Dec 2025 | Booking.com | 673K | 8.6% | 3 |
| Dec 2025 | trivago | 368K | 4.7% | 4 |
| Dec 2025 | Expedia | 301K | 3.8% | 5 |
| Dec 2025 | lastminute.com | 110K | 1.4% | 6 |
| Dec 2025 | Hotels.com | 40.5K | 0.52% | 7 |
| Dec 2025 | Kayak | 40.5K | 0.52% | 8 |
| Dec 2025 | Opodo | 40.5K | 0.52% | 9 |
| Dec 2025 | Trip.com | 33.1K | 0.42% | 10 |
| Jan 2026 | Skyscanner | 7.5M | 63.2% | 1 |
| Jan 2026 | Google Flights | 1.8M | 15.5% | 2 |
| Jan 2026 | Booking.com | 1M | 8.5% | 3 |
| Jan 2026 | trivago | 673K | 5.7% | 4 |
| Jan 2026 | Expedia | 450K | 3.8% | 5 |
| Jan 2026 | lastminute.com | 165K | 1.4% | 6 |
| Jan 2026 | Kayak | 74K | 0.63% | 7 |
| Jan 2026 | Hotels.com | 60.5K | 0.51% | 8 |
| Jan 2026 | Opodo | 60.5K | 0.51% | 9 |
| Jan 2026 | Trip.com | 40.5K | 0.34% | 10 |
| Feb 2026 | Skyscanner | 6.1M | 61.1% | 1 |
| Feb 2026 | Google Flights | 1.5M | 15% | 2 |
| Feb 2026 | Booking.com | 1M | 10% | 3 |
| Feb 2026 | trivago | 673K | 6.7% | 4 |
| Feb 2026 | Expedia | 368K | 3.7% | 5 |
| Feb 2026 | lastminute.com | 165K | 1.6% | 6 |
| Feb 2026 | Kayak | 60.5K | 0.6% | 7 |
| Feb 2026 | Hotels.com | 49.5K | 0.49% | 8 |
| Feb 2026 | Opodo | 49.5K | 0.49% | 9 |
| Feb 2026 | Trip.com | 33.1K | 0.33% | 10 |
| Mar 2026 | Skyscanner | 6.1M | 59.3% | 1 |
| Mar 2026 | Google Flights | 1.8M | 17.7% | 2 |
| Mar 2026 | Booking.com | 1M | 9.7% | 3 |
| Mar 2026 | trivago | 550K | 5.3% | 4 |
| Mar 2026 | Expedia | 450K | 4.4% | 5 |
| Mar 2026 | lastminute.com | 165K | 1.6% | 6 |
| Mar 2026 | Trip.com | 60.5K | 0.59% | 7 |
| Mar 2026 | Hotels.com | 49.5K | 0.48% | 8 |
| Mar 2026 | Kayak | 49.5K | 0.48% | 9 |
| Mar 2026 | Opodo | 49.5K | 0.48% | 10 |
| Apr 2026 | Skyscanner | 6.1M | 62.1% | 1 |
| Apr 2026 | Google Flights | 1.5M | 15.2% | 2 |
| Apr 2026 | Booking.com | 1M | 10.1% | 3 |
| Apr 2026 | trivago | 550K | 5.6% | 4 |
| Apr 2026 | Expedia | 368K | 3.7% | 5 |
| Apr 2026 | lastminute.com | 135K | 1.4% | 6 |
| Apr 2026 | Hotels.com | 49.5K | 0.5% | 7 |
| Apr 2026 | Opodo | 49.5K | 0.5% | 8 |
| Apr 2026 | Trip.com | 49.5K | 0.5% | 9 |
| Apr 2026 | Kayak | 33.1K | 0.34% | 10 |
| May 2026 | Skyscanner | 6.1M | 59.8% | 1 |
| May 2026 | Google Flights | 1.5M | 14.7% | 2 |
| May 2026 | Booking.com | 1.2M | 11.9% | 3 |
| May 2026 | trivago | 673K | 6.6% | 4 |
| May 2026 | Expedia | 368K | 3.6% | 5 |
| May 2026 | lastminute.com | 165K | 1.6% | 6 |
| May 2026 | Hotels.com | 60.5K | 0.59% | 7 |
| May 2026 | Opodo | 49.5K | 0.48% | 8 |
| May 2026 | Trip.com | 49.5K | 0.48% | 9 |
| May 2026 | Kayak | 33.1K | 0.32% | 10 |
| Jun 2026 | Skyscanner | 6.1M | 59% | 1 |
| Jun 2026 | Google Flights | 1.5M | 14.5% | 2 |
| Jun 2026 | Booking.com | 1.2M | 11.8% | 3 |
| Jun 2026 | trivago | 823K | 7.9% | 4 |
| Jun 2026 | Expedia | 368K | 3.5% | 5 |
| Jun 2026 | lastminute.com | 165K | 1.6% | 6 |
| Jun 2026 | Hotels.com | 49.5K | 0.48% | 7 |
| Jun 2026 | Trip.com | 49.5K | 0.48% | 8 |
| Jun 2026 | Opodo | 40.5K | 0.39% | 9 |
| Jun 2026 | Kayak | 33.1K | 0.32% | 10 |
| Jul 2026 | Skyscanner | 6.1M | 58.7% | 1 |
| Jul 2026 | Google Flights | 1.5M | 14.4% | 2 |
| Jul 2026 | Booking.com | 1.2M | 11.7% | 3 |
| Jul 2026 | trivago | 823K | 7.9% | 4 |
| Jul 2026 | Expedia | 368K | 3.5% | 5 |
| Jul 2026 | lastminute.com | 201K | 1.9% | 6 |
| Jul 2026 | Hotels.com | 60.5K | 0.58% | 7 |
| Jul 2026 | Opodo | 49.5K | 0.47% | 8 |
| Jul 2026 | Trip.com | 49.5K | 0.47% | 9 |
| Jul 2026 | Kayak | 33.1K | 0.32% | 10 |
| Aug 2026 | Skyscanner | 6.1M | 58.2% | 1 |
| Aug 2026 | Google Flights | 1.5M | 14.3% | 2 |
| Aug 2026 | Booking.com | 1.2M | 11.6% | 3 |
| Aug 2026 | trivago | 823K | 7.8% | 4 |
| Aug 2026 | Expedia | 450K | 4.3% | 5 |
| Aug 2026 | lastminute.com | 201K | 1.9% | 6 |
| Aug 2026 | Hotels.com | 60.5K | 0.58% | 7 |
| Aug 2026 | Trip.com | 60.5K | 0.58% | 8 |
| Aug 2026 | Opodo | 40.5K | 0.39% | 9 |
| Aug 2026 | Kayak | 33.1K | 0.31% | 10 |
| Sep 2026 | Skyscanner | 6.1M | 61.3% | 1 |
| Sep 2026 | Google Flights | 1.5M | 15% | 2 |
| Sep 2026 | Booking.com | 1M | 10% | 3 |
| Sep 2026 | trivago | 673K | 6.7% | 4 |
| Sep 2026 | Expedia | 368K | 3.7% | 5 |
| Sep 2026 | lastminute.com | 135K | 1.4% | 6 |
| Sep 2026 | Hotels.com | 49.5K | 0.5% | 7 |
| Sep 2026 | Trip.com | 49.5K | 0.5% | 8 |
| Sep 2026 | Kayak | 40.5K | 0.41% | 9 |
| Sep 2026 | Opodo | 40.5K | 0.41% | 10 |

## What is being compared

- **Booking.com**: Measured on the search term “booking.com”.
- **Expedia**: Measured on the search term “expedia”.
- **Google Flights**: Measured on the search term “google flights”.
- **Hotels.com**: Measured on the search term “hotels.com”.
- **Kayak**: Measured on the search term “kayak flights”.
- **lastminute.com**: Measured on the search term “lastminute”.
- **Opodo**: Measured on the search term “opodo”.
- **Skyscanner**: Measured on the search term “skyscanner”.
- **Trip.com**: Measured on the search term “trip.com”.
- **trivago**: Measured on the search term “trivago”.

- [Booking.com](/demand/uk/brands/booking-com)
- [Expedia](/demand/uk/brands/expedia)
- [Google Flights](/demand/uk/brands/google-flights)
- [Hotels.com](/demand/uk/brands/hotels-com)
- [Kayak](/demand/uk/brands/kayak-travel)
- [lastminute.com](/demand/uk/brands/lastminute-com)
- [Opodo](/demand/uk/brands/opodo)
- [Skyscanner](/demand/uk/brands/skyscanner)
- [Trip.com](/demand/uk/brands/trip-com)
- [trivago](/demand/uk/brands/trivago)

## 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

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

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.

## Cite this page

Brandwave. "Travel booking sites in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-travel-booking-sites

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-travel-booking-sites. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.