Top 5 Biggest Airbnb Competitors in 2025 [Data-Backed Analysis]

Would you believe the shocking truth that Airbnb is 2.5 times more popular than its top five competitors combined?! It may sound unbelievable, but that’s exactly what the data on brand awareness and online presence reveals.

Airbnb is the strongest but not the only player in the vacation rental industry. The most noteworthy Airbnb competitors são Booking.com (rules in Europe), Agoda (top in Asia), and Expedia (comprehensive travel services). And that’s just the beginning!

Airbnb is one of the most recognizable brands in the world. For me, it lies on the same shelf as Apple, Tesla, or McDonald’s.

I know it may sound like an exaggeration, but I’m honest with you. I guess my perception is related to the way I live – always on the move.

Therefore, for me and other travelers seeking unique accommodations, Airbnb is extremely familiar, and visiting their site is one of the first things to do when planning another adventure.

Okay, but there are more sites like Airbnb! It’s not the only player in the game.

To see how it compares, we need to break things down into three phases:

1. Descobrindo que Airbnb alternatives play the most significant roles in the vacation rental market.
2. Examining the current Airbnb performance.
3. Benchmarking Airbnb with its concorrentes.

How to discover top Airbnb competitors?

01 Google search

Good old Uncle Google is a great starting point for discovering Airbnb competitors, especially since it shows Competitor Carousels at the top of search results.

The results are based on search trends e publicly available data sources.

Google search works well for giving a quick snapshot but requires follow-up research to discover which companies are the top Airbnb competitors.

02 AI-powered media monitoring tool

A great way to do such follow-up research is by using an AI-powered monitoramento de mídia ferramenta como o Brand24.

In short, Brand24 tracks and analyzes brand mentions published on:

• Social media, i.e., Facebook, Instagram, X (Twitter), TikTok, LinkedIn, Reddit, Telegram, Twitch, and Bluesky;
• News sites, blogs, video platforms, podcasts & other websites;
• Newsletters and review platforms.

It does so with the help of AI-powered features like Assistente de marca com IA.

É similar to ChatGPT, but better.

The Brand Assistant’s advantage over ChatGPT (and other similar tools) is its access to internal data.

Unlike general AI tools, which rely on publicly available information, the Brand Assistant leverages real-time data from thousands of online sources.

In other words, thanks to detailed information about Airbnb – like the análise de sentimentos – that comes from brand mentions tracking, the Brand Assistant provides much more accurate and data-backed pesquisa da concorrência.

Look at this.

I asked the Brand Assistant to list the top 5 Airbnb competitors.

After a few seconds, I received a list with real-time data explaining why these companies pose the most significant challenge to Airbnb.

The top 5 alternatives to Airbnb:

⭐ Booking.com
⭐ Vrbo
⭐ Agoda
⭐ Expedia
⭐ HomeToGo

03 SEO research tool

You can double-check your research with an SEO research tool like Semrush.

It provides insights into organic competitors, showing which platforms rank for similar vacation rental-related keywords as Airbnb.

By analyzing organic search traffic, keyword overlaps, and visibility trends, Semrush helps identify competitors that are actively competing with Airbnb in search engine results.

This adds another layer of data-driven analysis to your competitive research.

How’s Airbnb doing in 2025? 

We discovered how to find the most significant players in the vacation rental industry.

Now, let’s check the actual condition of the Airbnb brand. How is it doing in 2025?

The best starting point is the Brand24’s Guia Análise.

On the right, you’ll see a simple “Overview” matrix presenting the most important métricas da marca. I limited the period to the last two weeks of February (15th to 28th).

Alternatively, you can click on “See detailed comparison” to benchmark Airbnb’s present and past performance.

All right, and which indicators should you focus on to check the vacation rental platform’s market presence?

São elas:

• Número total de mentions – shows how many times the brand name was used in online discussions. Airbnb has 85,000.
• Number of positive mentions – presents how many mentions had a positive sentiment, and what’s their share of the total number of mentions. Airbnb has 21,000 (26% of total)
• Number of negative mentions – shows how many mentions had a negative sentiment, and what’s their share of the total number of mentions. Airbnb has 3585 (5% of total).
• Alcance da mídia social – indicates how many people could have seen Airbnb mentions on social media platforms. Airbnb reached 302 million social media users.
• Alcance não social – analogically, presents how many people could have seen Airbnb mentions on non-social sources (news sites, blogs, podcasts, etc.). Using non-social sources, Airbnb reached 221 million people.

• Main source of reach – underlines which source of mentions reaches the most people. In the case of Airbnb, these are vídeos.

• Sentimento geral – the snapshot of how the brand is perceived in online discussions. For Airbnb, it’s 70% neutral, 26% positive, and 5% negative

• Main source of positive sentiment – so the platform or channel with the highest share of positive mentions. Airbnb enjoys the most positive sentiment on Instagram.

• Main source of negative sentiment – so the platform or channel with the highest share of negative mentions. Airbnb suffers the most negative sentiment on X (Twitter).

• Pontuação de presença – the metric presenting Airbnb’s online popularity in a given time. For Airbnb, it’s 79.

• Most popular topics around brand – which subjects generate the most interest when people discuss a particular brand. In the case of Airbnb, these are business operations, short-term rental impact, and property experiences.

• Análise de emoções – the more granular overview of feelings. When people talk about Airbnb, the top 3 emotions are admiration (60.8%), joy (21.2%), and disgust (10.9%).

Now that we have actual data about Airbnb, let’s see the performance of other vacation rental companies!

Top 5 Main Airbnb Competitors Performance in 2025

01 Booking.com

Founded in 1996 in Amsterdam, Booking.com appears as the most significant alternative to Airbnb.

According to Key Data, it’s also the most popular platform that offers vacation rentals in Europe.

Frankly speaking, when I am looking for vacation homes or private accommodations during my travels, Booking.com is always my first choice. And yup, I’m definitely European.

Here’s a quick snapshot of Booking’s performance metrics:

• Número de mentions: 6197
• Number of positive mentions: 1740
• Number of negative mentions: 380
• Alcance da mídia social: 4.9 million
• Non-social reach: 9.8 million
• Main source of reach: Sites de notícias
• Overall sentiment: 29% positive, 7% negative, 54% neutral
• Main source of positive sentiment: Instagram
• Main source of negative sentiment: Facebook
• Pontuação de presença: 42
• Most popular topics around brand: booking platform experience, travel tips, Israel-Palestine controversy
• Análise de emoções: admiration (59%), joy (20.4%), disgust (17.1%), anger (2%), sadness (0.8%), fear (0.7%).

Airbnb vs. Booking.com

The competitive analysis of Airbnb and Booking.com leaves no doubt – Airbnb is much more popular vacation rental space.

Regarding reputação da marca, Booking.com’s only advantage is the higher share of positive mentions (29% vs. 25%).

02 Vrbo

Vrbo (Vacation Rentals by Owner) is an American online marketplace for vacation rentals.

As its name suggests, Vrbo’s business model is based on connecting property owners directly with travelers looking for vacation rentals.

Unlike some competitors, Vrbo focuses exclusively on entire properties, making it a popular choice for families and groups seeking private accommodations.

Here’s a quick snapshot of Vrbo’s performance metrics:

• Número de mentions: 6322
• Number of positive mentions: 1406
• Number of negative mentions: 223
• Alcance da mídia social: 10 million
• Non-social reach: 15 million
• Main source of reach: Sites de notícias
• Overall sentiment: 23% positive, 4% negative, 73% neutral
• Main source of positive sentiment: Instagram
• Main source of negative sentiment: Other socials (Reddit, Quora, etc.)
• Pontuação de presença: 47
• Most popular topics around brand: short-term rental regulations, Vrbo booking experiences, and beach vacation destinations
• Análise de emoções: admiration (63.5%), joy (21%), disgust (13%), anger (1.1%), sadness (0.9%), fear (0.5%).

Airbnb vs. Vrbo

Similarly to the previous comparison, Airbnb wins over Vrbo in nearly every aspect.

The only metric where Vrbo performs better is a negative mentions ratio (4% vs. 5%).

03 Agoda

Agoda is a vacation rental metasearch engine founded in Thailand and registered in Singapore.

It offers one of the richest choices of vacation rental listings, espiecially in Southeast Asia (Thailand, Vietnam, etc.).

Here’s a quick snapshot of Agoda’s performance metrics:

• Número de mentions: 9030
• Number of positive mentions: 1706
• Number of negative mentions: 303
• Alcance da mídia social: 33 million
• Non-social reach: 13 million
• Main source of reach: Sites de notícias
• Overall sentiment: 19% positive, 3% negative, 78% neutral
• Main source of positive sentiment: Plataformas de vídeo
• Main source of negative sentiment: X (Twitter)
• Pontuação de presença: 56
• Most popular topics around brand: hotel booking information, travel booking platforms, travel guides
• Análise de emoções: admiration (70.7%), joy (12.5%), disgust (9.5%), anger (3.8%), sadness (3%), fear (0.5%).

Airbnb vs. Agoda

Again, Airbnb is an undisputed champion.

The only thing that Agoda does better in terms of visibilidade da marca is the better negative-to-total mentions ratio (4% vs. 5%).

04 Expedia

Expedia is much more than just an accommodation rental platform.

In fact, this Expedia Group-owned company is an online travel agency that you can use to find long and short-term rentals, car rentals, airline tickets, cruise ships, vacation packages, and much more.

Let’s check the overall reconhecimento da marca of this leisure industry tycoon.

Here’s a quick snapshot of Expedia’s performance metrics:

• Número de mentions: 8281
• Number of positive mentions: 1407
• Number of negative mentions: 320
• Alcance da mídia social: 11 million
• Non-social reach: 28 million
• Main source of reach: Other socials (Reddit, Quora, etc.)
• Overall sentiment: 17% positive, 4% negative, 79% neutral
• Main source of positive sentiment: Instagram
• Main source of negative sentiment: X (Twitter)
• Pontuação de presença: 51
• Most popular topics around brand: travel reviews & deals, travel marketing & content, travel industry technology
• Análise de emoções: admiration (66.2%), disgust (15.6%), joy (12%), anger (3.2%), sadness (2.4%), fear (0.7%)

Airbnb vs. Expedia

Well, I must say I’m a bit surprised!

Similarly to other Airbnb competitors on the list, it is not even close to it. Also, Expedia is the only brand on the list with a higher percentage of disgust than joy.

05 HomeToGo

HomeToGo is a Berlin-based company that lists alternative accommodations in 25 countries across Europe, North America, South America, Australia, and Asia.

It is also the youngest vacation rental company on the list (founded in 2014).

Here’s a quick snapshot of HomeToGo’s performance metrics:

• Número de mentions: 1259
• Number of positive mentions: 555
• Number of negative mentions: 10
• Alcance da mídia social: 2 million
• Non-social reach: 8 million
• Main source of reach: Sites de notícias
• Overall sentiment: 34% positive, 9% negative, 57% neutral
• Main source of positive sentiment: Sites de notícias
• Main source of negative sentiment: TikTok
• Pontuação de presença: 38
• Most popular topics around brand: vacation rental platforms, HomeToGo business expansion
• Análise de emoções: admiration (88.4%), disgust (7.2%), joy (3.9%), anger (0.5%).

Airbnb vs. HomeToGo

Obviously, HomeToGo is a much smaller player than Airbnb.

It is worth noting, however, that HomeToGo enjoys a truly excellent reputation! As many as 45% of mentions have a positive sentiment and only 1% – a negative one.

Detailed Comparison

Now, let’s look at Airbnb and its advantage over competitors from a bird’s eye view.

The summary table overviewing the brand’s performance clearly proves that Airbnb is a vacation rental market boss.

A real dominator.

Mentions 

31,148.

That’s the total number of mentions of Booking.com, Agoda, Vrbo, Expedia, and HomeToGo combined.

85,211.

That’s the total number of Airbnb mentions.

2.7 times more!

If you need more convincing evidence of Airbnb’s power, take a look at this chart.

Forgive my malice, but it looks like Usain Bolt competing in a 100-meter sprint with snails.

Compartilhamento de voz 

One last comparison view presents two ring charts with the share of voice compartilhamento de voz.

Both in the case of reach and mentions Airbnb takes about 75%.

But that’s not definite!

Brand24 comparison feature allows you to use advanced features, including geolocation.

When I limited the data to East Asia only, the results presented a completely different picture.

Agoda becomes an undisputed leader, with a 44% share of voice in reach and a 48% share of voice in mentions volume.

Considerações finais:

• The biggest Airbnb competitors are Booking.com, Vrbo, Agoda, Expedia, and HomeToGo because they dominate vacation rental markets in different regions and offer unique services.
• No competitor is even close to Airbnb in its overall market presence. However, Booking.com leads in Europe, Agoda rules the Asian market, and HomeToGo has the best reputation, showing potential for growth.
• Airbnb excels in brand awareness and global reach but could improve its reputation on X (Twitter) and presence in Asian and European markets.

Inicie um teste gratuito de 14 dias do Brand24 and discover your exact competitor positioning!