AI assistants most often recommend Booking.com for booking software in 🇮🇹 Italy (Italiano), naming it in 83% of the buyer questions we tested, followed by Expedia and Airbnb. We asked an AI model the questions buyers ask about booking software and tallied which brands it named most — "share of voice" in AI answers, who AI recommends when no human is watching.
| # | Brand | AI share of voice |
|---|---|---|
| 1 | Booking.com | 5/6 (83%) |
| 2 | Expedia | 5/6 (83%) |
| 3 | Airbnb | 4/6 (67%) |
| 4 | TripAdvisor | 1/6 (17%) |
| 5 | Hotelbeds | 1/6 (17%) |
| 6 | Sabre | 1/6 (17%) |
| 7 | LastMinute | 1/6 (17%) |
| 8 | BookingLive | 1/6 (17%) |
| 9 | Bókun | 1/6 (17%) |
| 10 | Checkfront | 1/6 (17%) |
| 11 | TheFork | 1/6 (17%) |
| 12 | Hotels.com | 1/6 (17%) |
| 13 | Lastminute.com | 1/6 (17%) |
Method: 6 representative buyer questions via a large language model, 🇮🇹 Italy (Italiano). Updated 7/12/2026. A proxy for how AI assistants describe this category.
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