Google Flights vs Kayak:Which is more popular?
In September 2026, Google Flights had more branded searches than Kayak among travel booking sites in the United Kingdom. Google Flights had about 1.5 million branded searches, while Kayak had 40,500. Google Flights made up 15% of all travel booking site searches we track, and Kayak accounted for 0.41%. When we asked ChatGPT and Google AI Overviews about travel booking sites, Google Flights appeared in three of the four answers and Kayak in one. Google Flights was mentioned before Kayak in every answer that named either.
Who do people search for more?
Google Flights, about 37 searches for every 1 for Kayak
Who does AI mention more?
Google Flights, mentioned in 3 of 4 answers, Kayak in 1
Who does AI recommend more?
Google Flights, named ahead of Kayak in 3 of 3 answers
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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. Kayak 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 Kayak in every answer that named either.
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.
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?”
Asked ChatGPT
“Is it cheaper to book flights through a comparison site or directly with the airline?”
Searched Google, AI Overview
“cheap flights”
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.
Is Google Flights or Kayak more popular in search?
This chart shows how often people search Google for Google Flights and Kayak 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 by month for Google Flights, Kayak. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the Google Flights and Kayak comparison changed over the last 12 months?
3 findings
- Google Flights was ahead of Kayak in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Kayak’s share of searches among travel booking sites in the United Kingdom held steady at 0.41%, and its estimated monthly branded searches moved from 33.1K to 40.5K.
How did search popularity change for United Kingdom travel booking sites in September 2026?
2 changes
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, Kayak rose from 10th to 9th among travel booking sites in the United Kingdom.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Google Flights’ and Kayak’s 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.
Google Flights
1 branded search term
- google flights
Kayak
1 branded search term
- kayak flights
Other head-to-heads among travel booking sites
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