In the current competitive travel market, online travel agencies (OTAs) are focused on brand conversion to sustain and increase their market share. Using data from YouGov BrandIndex, the most prominent OTAs in Indonesia are compared for their success in converting brand awareness into booking intent. As of the first four months of 2024, Indonesian players led the pack in brand awareness, with 88% of Indonesians have heard of Traveloka and 80% of Tiket.com. They are followed by Booking Holding subsidiaries Agoda (65%) and Booking.com (49%). The effectiveness of these online travel agencies in converting brand awareness into booking intents is a critical element for their growth and market dominance. The success rates vary among these platforms, signifying the competitive and evolving nature of Indonesia’s online travel market.