--- title: "Booking.com vs Google Flights: Which is searched more in the United Kingdom?" description: "Is Booking.com or Google Flights more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Travel booking sites set in the United Kingdom. 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/compare/booking-com-vs-google-flights" publisher: "Brandwave" --- # Booking.com vs Google Flights: Which is searched more in the United Kingdom? Is Booking.com or Google Flights more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Travel booking sites set in the United Kingdom. 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 - **Compared**: Booking.com and Google Flights - **Competitive set**: Travel booking sites - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Booking.com Share of Search**: 10% - **Google Flights Share of Search**: 15% ## Is Booking.com or Google Flights more popular in search? - In September 2026, Google Flights had more branded searches than Booking.com among travel booking sites in the United Kingdom. Google Flights had about 1.5 million branded searches, while Booking.com had 1 million. Google Flights made up 15% of all travel booking site searches we track, and Booking.com accounted for 10%. - Google Flights was ahead of Booking.com in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Booking.com’s share of searches among travel booking sites in the United Kingdom moved from 10.1% to 10%, and its estimated monthly branded searches moved from 823K to 1M. - Across the 12 months ending September 2026, Google Flights’ share of searches among travel booking sites in the United Kingdom held steady at 15%, and its estimated monthly branded searches moved from 1.2M to 1.5M. ## Top travel booking sites in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Google Flights was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Booking.com was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Google Flights was listed before Booking.com in three out of four answers. 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 did search popularity change for United Kingdom travel booking sites in September 2026? - 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%. ## Month by month | Month | Booking.com estimated searches | Booking.com Share of Search | Booking.com rank | Google Flights estimated searches | Google Flights Share of Search | Google Flights rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 823K | 10.1% | 3 | 1.2M | 15% | 2 | | Nov 2025 | 673K | 8.6% | 3 | 1.2M | 15.6% | 2 | | Dec 2025 | 673K | 8.6% | 3 | 1.2M | 15.6% | 2 | | Jan 2026 | 1M | 8.5% | 3 | 1.8M | 15.5% | 2 | | Feb 2026 | 1M | 10% | 3 | 1.5M | 15% | 2 | | Mar 2026 | 1M | 9.7% | 3 | 1.8M | 17.7% | 2 | | Apr 2026 | 1M | 10.1% | 3 | 1.5M | 15.2% | 2 | | May 2026 | 1.2M | 11.9% | 3 | 1.5M | 14.7% | 2 | | Jun 2026 | 1.2M | 11.8% | 3 | 1.5M | 14.5% | 2 | | Jul 2026 | 1.2M | 11.7% | 3 | 1.5M | 14.4% | 2 | | Aug 2026 | 1.2M | 11.6% | 3 | 1.5M | 14.3% | 2 | | Sep 2026 | 1M | 10% | 3 | 1.5M | 15% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Booking.com’s and Google Flights’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **Booking.com**: Measured on the search term “booking.com”. - **Google Flights**: Measured on the search term “google flights”. - [Booking.com profile](/demand/uk/brands/booking-com) - [Google Flights profile](/demand/uk/brands/google-flights) - [All travel booking sites in the United Kingdom](/demand/uk/categories/uk-travel-booking-sites): The set both shares are measured inside, 10 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 ### Is Booking.com or Google Flights more popular in search? In September 2026, Google Flights had more branded searches than Booking.com among travel booking sites in the United Kingdom. Google Flights had about 1.5 million branded searches, while Booking.com had 1 million. Google Flights made up 15% of all travel booking site searches we track, and Booking.com accounted for 10%. ## Cite this page Brandwave. "Booking.com vs Google Flights: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/booking-com-vs-google-flights This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/booking-com-vs-google-flights. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.