Who does AI recommend for Travel booking in the UK?
83 AI answers to 19 customer questions in ChatGPT, Gemini, Google AI Mode and AI Overviews.
First measurement · 9 Nov 2026 · weekly from 16 Nov
Booking.com and Jet2holidays are tied at the top.
The ranking
- 1Booking.com29%
- 2Jet2holidaystied26%
- 3TUItied24%
- 4Skyscannertied23%
- 5Expediatied19%
- 6Google Flightstied17%
- 7easyJet holidaystied16%
- 8Kayaktied15%
- 9Airbnbtied13%
- 10loveholidaystied10%
- 11Hotels.comtied8%
- 12lastminute.comtied6%
- 13On the Beachtied6%
- 14Trivagotied2%
- 15Tripadvisortied1%
Dot = measured share, bar = 95% range. Effective sample: n = 28.
Every AI has its own favourite
Same questions, four AIs: how often each one names the brands. Highlighted: each AI's favourite.
| Brand | ChatGPT | Gemini | AI Mode | AI Overviews |
|---|---|---|---|---|
| Booking.com | 29% | 29% | 38% | 25% |
| Jet2holidays | 38% | 10% | 33% | 25% |
| TUI | 33% | 19% | 19% | 20% |
| Skyscanner | 14% | 29% | 14% | 35% |
| Expedia | 14% | 24% | 29% | 10% |
| Google Flights | 10% | 19% | 10% | 25% |
| easyJet holidays | 19% | 10% | 19% | 20% |
| Kayak | 10% | 14% | 19% | 15% |
| Airbnb | 5% | 5% | 29% | 10% |
| loveholidays | 14% | 10% | 10% | 15% |
| Hotels.com | 5% | 5% | 14% | 5% |
| lastminute.com | – | 14% | – | 10% |
| On the Beach | 10% | 10% | 5% | – |
| Trivago | 5% | – | – | 5% |
| Tripadvisor | – | – | 5% | – |
Each AI gives about a quarter of the answers: differences below roughly 20 points may be chance.
All 19 questions and who AI names
Search a question or pick a brand: where is it named, where is it missing?
19 of 19 questions
What is the best website to book hotels?
- Booking.com4/4
- Expedia4/4
- Hotels.com3/4
- Kayak2/4
- Trivago2/4
- Skyscanner1/4
Which travel site has the cheapest flights from the UK?
- Google Flights4/4
- Kayak4/4
- Skyscanner4/4
- easyJet holidays2/4
Which site is best for package holidays from the UK?
- easyJet holidays4/4
- Jet2holidays4/4
- TUI4/4
- loveholidays3/4
- On the Beach2/4
- Skyscanner1/4
Which booking site has the best customer service?
- Booking.com3/3
- Expedia2/3
- Hotels.com2/3
- Airbnb1/3
Which travel app is best for last-minute deals?
- Skyscanner4/4
- Booking.com3/4
- Expedia2/4
- Google Flights1/4
- Kayak1/4
- lastminute.com1/4
- TUI1/4
Which flight comparison site is the best?
- Google Flights4/4
- Kayak4/4
- Skyscanner4/4
- easyJet holidays1/4
Which site is best for all-inclusive holidays?
- loveholidays4/4
- Jet2holidays3/4
- easyJet holidays2/4
- On the Beach2/4
- Skyscanner2/4
- TUI2/4
- Kayak1/4
- lastminute.com1/4
Which company is best for family holidays abroad?
- TUI4/4
- Jet2holidays3/4
- easyJet holidays1/4
Number = answers naming the brand out of all answers to this question. There are few per question: a direction, not a ranking.
The pages AI cites most
- which.co.ukin 26 of 83 answers
- moneysavingexpert.comin 14 of 83 answers
- facebook.comin 12 of 83 answers
- reddit.comin 12 of 83 answers
- trustpilot.comin 10 of 83 answers
- skyscanner.netin 9 of 83 answers
- tui.co.ukin 9 of 83 answers
- booking.comin 8 of 83 answers
Share of answers with sources that cite the page.
A real answer
Which site is best for package holidays from the UK?
Named, in this order:
1. Jet2holidays 2. TUI 3. easyJet holidays 4. loveholidays 5. On the Beach
Which site is best for all-inclusive holidays?
Named, in this order:
1. easyJet holidays 2. TUI 3. Skyscanner 4. Kayak 5. loveholidays 6. On the Beach 7. lastminute.com
Is it cheaper to book flights and hotels together?
Named, in this order:
1. Jet2holidays 2. TUI 3. easyJet holidays 4. Expedia 5. Airbnb 6. Booking.com
What is the best website to book hotels?
Named, in this order:
1. Booking.com 2. Hotels.com 3. Expedia 4. Skyscanner 5. Trivago 6. Kayak
How strong is the leader in other industries?
Share of answers naming each industry's leader.
- CRM softwareHubSpot99%
- Mobile plansThree89%
- Accounting & taxQuickBooks79%
- EnergyOctopus Energy76%
- NeobanksStarling Bank69%
- Online brokersTrading 21261%
- Fashion onlineASOS58%
- E-bikesSpecialized53%
- Car insuranceMoneySuperMarket51%
- Travel bookingBooking.com29%
Is your brand in it, or missing?
Measure what AI says about you: 50 questions of your own, four engines, free for good.
Data wrong or a brand missing? Write to us: hello@kennt.aiHow we measure
Per industry, 50 questions the way customers ask them, without brand names. Each question goes to ChatGPT, Gemini, Google AI Mode and AI Overviews every three days, logged out, from the country measured, in its language.
Visibility = share of answers that name a brand. Answers to the same question are related; the 95% range accounts for that.
"Tied" means two brands' ranges overlap, so the difference may be chance. We only show a change from last week when the ranges don't overlap.
Full methodology