Who gets found first in travel agencies & otas.

One measure of how Australians find travel agencies & otas, across Google, AI answers, social platforms and brand demand. 234 brands discovered and 100 recorded, ranked on a single presence score. August 2026 edition.

Find your brand on this board

Leading this boardAugust 2026

#1Webjet57.5

#2Flight Centre57.0

#3Expedia41.4

See all 100 recorded →

Measured across

Google AI Overviews ChatGPT Gemini Claude Perplexity Copilot TikTok Instagram YouTube Reddit

The board in brief

The lead 57.5 Webjet

0.5 points clear of Flight Centre, who sits at 57.0.

The chase 57.0–41.4 3 brands chasing

Flight Centre 57.0
Expedia 41.4
Jetstar 41.4

The deciding channel 30% AI visibility

Webjet 67.0
KAYAK 55.0

At 30% of the score, the lead over the next brand here moves the ranking further than any other channel's does.

Who owns each channel

Search 45% of the score Flight Centre 71.8 · #2 overall

AI 30% of the score Webjet 67.0

Social 15% of the score Google Flights 51.2 · #10 overall

Demand 10% of the score Jetstar 85.1 · #4 overall

The board · August 2026

1 Move — Webjet webjet.com.au Search 62.0 AI 67.0 Social 11.7 Demand 77.5 57.5

2 Move — Flight Centre flightcentre.com.au Search 71.8 AI 44.3 Social 25.9 Demand 74.9 57.0

3 Move — Expedia expedia.com.au Search 32.9 AI 48.6 Social 37.8 Demand 63.3 41.4

4 Move — Jetstar jetstar.com Search 33.0 AI 40.3 Social 39.5 Demand 85.1 41.4

5 Move — Skyscanner skyscanner.com.au Search 35.2 AI 45.9 Social 42.0 Demand 52.1 41.1

6 Move — Qantas qantas.com Search 20.6 AI 35.0 Social 40.3 Demand 83.7 34.2

7 Move — KAYAK kayak.com.au Search 16.6 AI 55.0 Social 30.8 Demand 40.0 32.6

8 Move — Virgin Australia virginaustralia.com Search 21.4 AI 21.9 Social 45.3 Demand 59.2 28.9

9 Move — TripADeal tripadeal.com.au Search 23.3 AI 33.8 Social 2.5 Demand 0.0 21.0

10 Move — Google Flights Search 0.0 AI 18.7 Social 51.2 Demand 76.5 20.9

11 Move — Booking.com booking.com Search 7.3 AI 9.8 Social 33.4 Demand 66.5 17.9

12 Move — TravelOnline travelonline.com Search 6.5 AI 45.0 Social 0.0 Demand 0.0 16.4

13 Move — Luxury Escapes luxuryescapes.com Search 3.7 AI 28.1 Social 24.1 Demand 14.6 15.2

14 Move — Cheapflights cheapflights.com.au Search 10.9 AI 14.2 Social 35.3 Demand 0.0 14.5

15 Move — Tourism Australia australia.com Search 9.9 AI 30.9 Social 2.3 Demand 0.0 14.1

16 Move — ALDI Holidays aldiholidays.com.au Search 19.9 AI 13.4 Social 2.7 Demand 0.0 13.4

17 Move — Trip.com au.trip.com Search 10.0 AI 5.6 Social 16.6 Demand 47.4 13.4

18 Move — ShopBack shopback.com.au Search 9.6 AI 26.9 Social 6.2 Demand 0.0 13.3

19 Move — helloworld Travel helloworld.com.au Search 3.3 AI 36.3 Social 3.8 Demand 0.0 13.0

20 Move — Trivago trivago.com.au Search 0.0 AI 25.4 Social 13.2 Demand 15.4 11.2

Head to head

Compare two brands.

Your brandTheir brand

WebjetRank #157.5

AIDemand

Flight CentreRank #257.0

SearchSocial

Search discoverability62.071.8AI visibility67.044.3Social discoverability11.725.9Brand demand77.574.9

A channel showing n/m could not be measured for that brand this edition, so neither side wins it. It is not a zero.

Method

Four channels, one number.

Each channel is scored out of 100 against the set below, on its own terms, then combined on fixed weights. Nothing in this edition passes 76 and nothing realistically will: a brand would have to lead every channel at once.

45% 30% 15% 10%

45% Organic search

Google AI Overviews

20 category keywords per board, position weighted

30% AI answers

ChatGPT Gemini Claude Perplexity Copilot AI Mode

25 questions put to 7 engines, scored on who gets named

15% Social search

TikTok Instagram YouTube Reddit

Searches run inside each platform, not on the open web

10% Brand demand

Monthly Australian search volume for the brand name and its close variants

Worked example Webjet, ranked first on travel agencies & otas

57.5 of 100

Webjet scores 57.5

Four channels, each scored out of 100 on its own terms, then weighted and added. The dotted arc is the headroom nobody in the index has taken.

Search discoverability +27.8 62.0 scored × 45% AI visibility +20.1 67.0 scored × 30% Social discoverability +1.8 11.7 scored × 15% Brand demand +7.8 77.5 scored × 10%

Add the four contributions together and you have the presence score. A brand strong on one channel only cannot climb far, which is the point. Where a channel could not be measured its weight is shared across the rest rather than counted as zero, so the percentages here always total 100. Contributions are rounded to one decimal place.

Read the full method

Not where you expected

Not on this board, or lower than you expected?

Every brand in travel agencies & otas is scored on the same four channels, whether it engages with us or not. If you are not here, or not where you thought, a strategist can tell you which channel is costing you the most and whether it is worth closing.

Talk to a strategist

A read of your four channels and what is actually movable. Scores are never influenced by working with us: the method is fixed and public.

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A note when the numbers change.

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