Overview Leaderboard Methodology
Industry Report

Online Travel Agencies

Consumer-facing platforms that aggregate and sell flights, hotels, car rentals, and vacation packages from multiple suppliers for leisure and business travelers.

Brands tracked: 40
Brands analyzed: 40
Last updated: 2026-04-23
Model: OpenAI GPT-5
Prompts: 305
Total responses: 1,575
Top Brand Overall?
Expedia
87/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
Delta Air Lines
94

Highest score on the LBA metric in this industry.

Authority Leader?
Expedia
88

Highest score on the Authority metric in this industry.

TOM Leader?
Expedia
97

Highest score on the TOM metric in this industry.

Expedia is the default answer in AI responses for Online Travel Agencies

Expedia and Booking.com together dominate AI responses for Online Travel Agencies. Both brands consistently surface unprompted, with the model treating them as the default answers for most category queries. Brands outside the top two face a structural disadvantage: users are usually given these two before the model even considers alternatives.

Brand Leaderboard All 40 Online Travel Agencies brands ranked

Ranked by overall AI Visibility Score (smoothed geometric mean of LBA, Authority, and TOM with an LBA-based floor on Authority and TOM, see methodology). Click any brand for the full report.

# Brand LBA Authority TOM Overall
1
Expedia
expedia.com
 76
88
97
87
2
Booking.com
booking.com
 79
70
94
81
3
Priceline
priceline.com
 72
49
73
64
4
Google
google.com
 77
38
43
50
5
KAYAK
kayak.com
 70
26
64
49
6
Hotels.com
hotels.com
 82
21
32
39
7
Agoda
agoda.com
 72
7
50
32
8
Skyscanner
skyscanner.com
 77
9
40
32
9
Trip.com
trip.com
 79
8
40
32
10
Travelocity
travelocity.com
 66
11
31
29
11
Orbitz
orbitz.com
 62
11
28
28
12
Hopper
hopper.com
 71
7
23
25
13
Airbnb
airbnb.com
 87
9
10
22
14
Delta Air Lines
delta.com
 94
9
9
22
15
Costco Travel
costcotravel.com
 78
8
10
20
16
Hotwire
hotwire.com
 59
6
15
19
17
MakeMyTrip
makemytrip.com
 81
8
8
19
18
lastminute.com
lastminute.com
 72
7
7
18
19
Traveloka
traveloka.com
 73
7
7
18
20
Vrbo
vrbo.com
 73
7
7
18
21
Egencia
egencia.com
 68
7
7
17
22
Goibibo
goibibo.com
 69
7
7
17
23
Navan
navan.com
 70
7
7
17
24
Cleartrip
cleartrip.com
 65
7
7
16
25
Despegar
despegar.com
 65
7
7
16
26
CheapTickets
cheaptickets.com
 62
6
6
15
27
Fliggy
fliggy.com
 61
6
6
15
28
Kiwi.com
kiwi.com
 61
6
6
15
29
Webjet
webjet.com.au
 59
6
6
15
30
Wotif
wotif.com
 60
6
6
15
31
A
Almosafer
almosafer.com
 57
6
6
14
32
Best Day
bestday.com
 55
6
6
14
33
CheapOair
cheapoair.com
 57
6
6
14
34
EaseMyTrip
easemytrip.com
 56
6
6
14
35
eDreams
edreams.com
 58
6
6
14
36
Opodo
opodo.com
 56
6
6
14
37
Yatra
yatra.com
 58
6
6
14
38
ebookers
ebookers.com
 50
5
5
13
39
Travelstart
travelstart.com
 52
5
5
13
40
Almundo
almundo.com
 42
4
4
11

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 305 shared Online Travel Agencies prompts. The same prompts, same model, same iterations. So differences in scores reflect actual differences in AI visibility, not differences in measurement.

Overall AI Visibility Score
Smoothed geometric mean of LBA, Authority and TOM. Authority and TOM are floored at LBA × 0.1 before the geometric mean (the same floor used in the per-metric cards above, so brand cards and the composite tell the same story). Formula: composite = ((LBA + 5)(Authority + 5)(TOM + 5))^(1/3) - 5. The floor keeps brands the model clearly recognises but doesn't yet recommend from collapsing to zero, while a single genuinely weak metric still pulls the composite down. Full methodology.
Shared industry prompts
For Authority and TOM, all brands in the industry are scored against the same 305 category prompts (e.g. "best SEO tools for agencies"). This makes brand-to-brand comparisons valid - everyone faces identical inputs. LBA prompts are per-brand because they ask brand-specific questions.
Latent Brand Association (LBA)
5 brand probes + 1 control prompt, each run 5 times in recall mode (no web search). LBA = quality × meta × stability × share × recognition × 100. Read the full LBA methodology →
LLM Authority
50 organic category prompts (discovery, comparison, problem and transactional intents), each run once in recall mode and once in retrieval mode. Score = frequency × log-decayed prominence × intent weight, then 50/50 averaged across the two modes. Read the full Authority methodology →
Top of Mind (TOM)
15 high-volume discovery prompts (sourced from Keywords Everywhere search-volume data), each run 5 times in pure recall mode (no web). Score = frequency × (0.5 + 0.5 × log-prominence), volume-weighted. Read the full TOM methodology →