Key stat: Airbnb attracted 17.7 million unique US visitors in March 2026, 55% more than Marriott's 11.4 million, the most-visited traditional hotel brand, according to an April report from Comscore.

Beyond the chart:

• Airbnb's traffic lead is only one doorway into a fragmented funnel. In fact, 51% of US travelers expect to use search engines to plan trips this year, compared with just 40% who rely on online or app-based services, according to a Leger survey.
• Meanwhile, rising costs are steering travelers toward the cheaper, domestic stays where home-sharing thrives. KPMG found 38% are choosing cheaper alternatives this summer and 69% plan to stay in the US, with the share eyeing international trips dropping from 28% to 21%.

Use this chart: Drop this into a travel or hospitality planning deck to show where trip discovery now clusters. Use it to argue that media and partnership dollars should follow audiences to home-sharing platforms, then pair it with the search data to remind the room that traffic leadership doesn't equal funnel control.

Related EMARKETER reports:

• Infopack: Travel 2026 (EMARKETER subscription required)
• Hotel and Airline Co-Brand Credit Card Trends 2026 (EMARKETER subscription required)

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.