The Booking Gap Index
Published 2026-08-29. Of 3,689 shops in 193 US cities, 27.5% list no website. 6.7% list a booking platform.
Findings
27.5% have no website at all
1,015 of the 3,689 businesses have no website field on their Google listing.
6.7% list a booking platform as their website
249 businesses list a scheduling product as their website.
40.3% of barbershops have no website
40.3% of barbershops in the sample have no website. 16.2% of solo stylists and suites have no website.
19.5% publish an email address
721 businesses publish an email address. 3,488 publish a phone number, which is 94.6% of the sample.
Listed website
| Bucket | What it means | Businesses | Share |
|---|---|---|---|
| A site of their own | A domain that is not a social network, a booking platform, or a landlord's site | 2,022 | 54.8% |
| No website at all | The Google listing has no website field | 1,015 | 27.5% |
| A booking platform page | The listed website is a profile on a scheduling product | 249 | 6.7% |
| A social profile | The listed website is a Facebook page, an Instagram page, or a link-in-bio page | 216 | 5.9% |
| A landlord's page | A salon-suite operator's site, shared by the renters in that building | 187 | 5.1% |
By category
| Category | In sample | No website | Booking platform | Social only | Own site |
|---|---|---|---|---|---|
| Solo stylists and suites | 1,330 | 16.2% | 6.4% | 4.2% | 60.9% |
| Hair salons | 773 | 36% | 7.8% | 4.7% | 49.9% |
| Barbershops | 709 | 40.3% | 9.3% | 7.8% | 42% |
| Nail studios | 510 | 30.8% | 4.3% | 10.2% | 53.7% |
| Massage and bodywork | 367 | 21.5% | 4.4% | 4.6% | 69.2% |
By city
Cities with at least 45 businesses in the sample. The sample follows where the scraper has run. These rows are separate city figures, not a ranking.
| City | In sample | No website | Booking platform |
|---|---|---|---|
| Houston, TX | 489 | 35.6% | 5.5% |
| Dallas, TX | 408 | 43.1% | 6.4% |
| San Antonio, TX | 380 | 36.1% | 4.7% |
| Austin, TX | 359 | 18.9% | 10.6% |
| Chicago, IL | 278 | 27% | 6.8% |
| San Francisco, CA | 248 | 31.5% | 2.4% |
| Oakland, CA | 116 | 23.3% | 3.4% |
| San Jose, CA | 73 | 27.4% | 11% |
| Sacramento, CA | 72 | 19.4% | 9.7% |
| San Leandro, CA | 65 | 21.5% | 10.8% |
| Charlotte, NC | 60 | 16.7% | 6.7% |
| Phoenix, AZ | 59 | 22% | 8.5% |
| Nashville, TN | 57 | 10.5% | 12.3% |
| Las Vegas, NV | 55 | 23.6% | 0% |
| Portland, OR | 55 | 14.5% | 5.5% |
| Seattle, WA | 49 | 18.4% | 2% |
| Kansas City, MO | 47 | 23.4% | 10.6% |
Phone numbers and email addresses
3,488 of 3,689 businesses (94.6%) publish a phone number. 721 (19.5%) publish an email address.
Limits
- The sample is drawn from Google Places. A business with no Google profile cannot appear in it.
- Coverage is uneven. Texas and California account for most of the sample, so the overall percentages mostly reflect those two states. Read each city row on its own.
- Web presence is not booking capability. The report records whether a shop has a site of its own. It does not record whether that site takes bookings.
- Chains and franchises are included. The filter removes gyms, clinics, hotels and residential entries. A mall salon or a franchised barbershop still counts. Those listings almost always have a corporate website, which raises the share counted as having a site.
- Bucketing is by domain pattern. A shop that uses a booking platform inside its own site is counted as having a site of its own. That count is lower than the number of shops that use a booking platform.
- This is one snapshot. Repeating the query on the same filter is how you would see whether the shares change.