The trend: As the spring and summer season kicked into high gear in 2025, major platforms including Hotels.com, Tripadvisor, and Expedia appeared most often in online searches for travel-related terms, per our Industry KPI data from Pi Datametrics.

Search visibility doesn’t measure clicks or bookings, but it helps indicate the sites consumers are most likely to encounter in their travel planning.

Compared with Q1 2025, many sites made notable gains in Q2.

• Hotels.com bolstered its lead in travel search visibility with a 15.46% search share of voice in Q2, up from 14.56% in Q1.