In Praise of Kayak, 21 Years Later: Still the Best Travel Search Tool
This opinion piece by Skift founder Rafat Ali argues that Kayak remains the best travel search tool, despite parent Booking Holdings writing it down by $457 million in October 2025 and co-founder and CEO Steve Hafner stepping down in February 2026. The article contends that Kayak's struggles stem from rising Google-driven customer-acquisition costs and stalled revenue (around $500 million, down from ~$600 million pre-Covid), not a failing product. Meanwhile, competitors like Trivago and Skyscanner are growing but require higher ad spend. Booking is investing in a new AI travel brand, Lola, built by Kayak's founders, rather than leveraging Kayak's 21 years of brand recognition and user base.
Impact and considerations
For business travelers, Kayak's challenges reflect rising channel costs in metasearch due to Google's AI, potentially affecting price transparency and choice. Booking's bet on Lola may reshape travel search, warranting attention.
Key points
- Kayak is still considered the best travel search tool by the author, with the widest inventory and best interface.
- Booking Holdings wrote down Kayak by $457 million in October 2025, mostly against goodwill and trade name.
- Kayak's revenue has stalled at around $500 million, down from ~$600 million pre-Covid, but it remains profitable.
- Trivago and Skyscanner are still growing but require higher ad spend.
- Booking is betting its AI travel on a new brand, Lola, rather than leveraging Kayak's existing brand.
- Kayak's struggles stem from rising Google-driven customer-acquisition costs, not product failure.
Sources and time
- Primary source
- Skift
- Other sources
- 0
- First source publication
- 22 Aug 2026, 20:00
- Page published
- 22 Aug 2026, 20:40
- Last updated
- 22 Aug 2026, 20:00
- Original links
- Skift Feed：In Praise of Kayak, 21 Years Later (opens in a new tab)Primary source · en · Published 22 Aug 2026, 20:00