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UK Travel Transportation - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Transportation category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 UK Travel Transportation brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain Share of clicks
skyscanner.net 9.11
britishairways.com 7.01
thetrainline.com 6.45
nationalrail.co.uk 3.96
booking.com 3.12
virginatlantic.com 2.42
kayak.co.uk 2.34
trip.com 2.28
cheapflights.co.uk 2.06
stanstedairport.com 1.72
others 59.53

Copyright © Adthena. All rights reserved.

In the travel PPC landscape, Skyscanner leads with 9.11% click share, followed by British Airways at 7.01%. The Trainline and National Rail capture 6.45% and 3.96%, respectively. Others dominate with 59.53%.

Market Exposure

Share of Spend for the top 10 UK Travel Transportation brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

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Share of Spend - Last Month
Date skyscanner.net thetrainline.com booking.com kayak.co.uk britishairways.com virginatlantic.com cheapflights.co.uk trip.com heathrow.com europcar.co.uk
2025/05/01 9.19% 4.71% 3.93% 4.1% 1.59% 2.64% 1.89% 2.55% 1.87% 2.05%
2025/05/02 8.58% 4.8% 4.43% 3.52% 1.37% 2.5% 1.48% 2.6% 1.99% 2.42%
2025/05/03 7.57% 4.79% 5.06% 3.21% 3.13% 2.05% 1.45% 2.56% 1.83% 2.12%
2025/05/04 7.65% 4.21% 5.28% 3.72% 1.79% 2.44% 1.46% 2.88% 1.91% 2.24%
2025/05/05 7.56% 4.96% 5.39% 3.52% 1.39% 1.4% 1.48% 3.09% 2.22% 2.39%
2025/05/06 8.44% 4.7% 5.16% 3.2% 1.55% 2.25% 1.6% 3.18% 2.19% 0.98%
2025/05/07 8.12% 5.41% 5.64% 3.41% 2.36% 1.63% 1.66% 3.19% 2.06% 1.44%
2025/05/08 8.32% 4.75% 5.65% 3.43% 2.6% 2.33% 1.81% 2.99% 1.56% 2.19%
2025/05/09 8.7% 4.6% 4.92% 3.05% 2.73% 2.4% 1.82% 2.9% 1.78% 1.52%
2025/05/10 8.43% 4.51% 5.41% 3.15% 3.06% 2.23% 1.89% 2.56% 1.42% 1.97%
2025/05/11 8.75% 4.38% 5.46% 3.05% 3.07% 2.49% 2.29% 2.72% 1.36% 1.74%
2025/05/12 8.69% 5.03% 5.81% 4.1% 2.18% 2.35% 2.1% 3.02% 1.63% 1.23%
2025/05/13 8.42% 6.02% 5.4% 4.33% 2.16% 2.15% 2.06% 3.7% 1.36% 1%
2025/05/14 8.42% 4.76% 4.77% 4.26% 2.58% 2.45% 2.36% 3.21% 1.54% 1.34%
2025/05/15 7.75% 5% 5.19% 3.88% 3.11% 1.86% 2.47% 3.61% 1.72% 2.02%
2025/05/16 7.57% 4.71% 5.59% 3.5% 3.17% 2.33% 2.37% 3.42% 1.69% 1.99%
2025/05/17 8.04% 3.53% 5.03% 3.3% 3.58% 1.94% 2.6% 2.42% 1.68% 1.65%
2025/05/18 8.62% 3.21% 5.56% 3.93% 3% 2.55% 2.25% 1.77% 1.51% 1.83%
2025/05/19 7.67% 3.63% 5.48% 3.41% 2.51% 2.35% 2.09% 2.9% 1.52% 1.93%
2025/05/20 8.08% 3.53% 5.8% 3.53% 2.85% 2.26% 2.21% 3.11% 1.75% 1.77%
2025/05/21 9.04% 2.93% 5.58% 3.96% 2.29% 2.62% 2.48% 2.42% 1.35% 1.78%
2025/05/22 8.86% 2.73% 5.08% 3.61% 2.64% 2.71% 2.83% 2.23% 1.4% 1.5%
2025/05/23 9.21% 3.07% 4.83% 3.87% 2.77% 2.61% 2.59% 2.32% 1.56% 1.53%
2025/05/24 9.19% 3.3% 4.83% 3.89% 2.48% 2.73% 2.37% 2.35% 1.39% 1.51%
2025/05/25 9.18% 3.79% 5.55% 3.19% 3.14% 2.31% 1.95% 2.26% 1.45% 1.49%
2025/05/26 9.22% 3.24% 5.58% 4.33% 2.38% 2.85% 2.38% 1.82% 1.46% 1.83%
2025/05/27 9.46% 2.94% 5.22% 4.58% 2.57% 1.74% 2.82% 1.48% 1.58% 1.8%
2025/05/28 9.23% 3.56% 5.01% 4.91% 2.46% 1.53% 2.53% 1.56% 1.44% 2%
2025/05/29 9.48% 3.9% 4.99% 4.6% 2.58% 3.3% 2.45% 1.64% 1.61% 1.68%
2025/05/30 10.42% 4.51% 4.92% 4.6% 3.01% 3.04% 2.2% 1.94% 1.65% 1.51%
2025/05/31 9.17% 4.44% 4.25% 4.22% 2.91% 2.64% 2.42% 2.13% 1.18% 1.07%

Copyright © Adthena. All rights reserved.

Skyscanner.net led May with a strong finish, peaking at 10.42% on May 30. Thetrainline.com saw a decline, while booking.com maintained steady growth. Kayak.co.uk and British Airways showed fluctuations, ending with moderate shares.

Market Exposure

Competitor Count for UK Travel Transportation

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

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Competitor Count - Last month
Date Competitor Count
2025/05/01 1274
2025/05/02 1265
2025/05/03 1286
2025/05/04 1239
2025/05/05 1266
2025/05/06 1283
2025/05/07 1405
2025/05/08 1417
2025/05/09 1390
2025/05/10 1396
2025/05/11 1401
2025/05/12 1416
2025/05/13 1428
2025/05/14 1438
2025/05/15 1461
2025/05/16 1422
2025/05/17 1370
2025/05/18 1354
2025/05/19 1377
2025/05/20 1352
2025/05/21 1300
2025/05/22 1286
2025/05/23 1271
2025/05/24 1269
2025/05/25 1216
2025/05/26 1232
2025/05/27 1232
2025/05/28 1228
2025/05/29 1219
2025/05/30 1211
2025/05/31 1181

Copyright © Adthena. All rights reserved.

May began with 1,274 advertisers, peaking at 1,461 mid-month. A decline followed, ending with 1,181 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK Travel Transportation

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name Market Trend
britishairways.com 1.96%
enterprise.co.uk 0.56%
turkishairlines.com 0.52%
skyscanner.net 0.5%
cheapflights.co.uk 0.42%
easyjet.com -0.57%
avantiwestcoast.co.uk -0.58%
nationalrail.co.uk -0.65%
trip.com -0.85%
thetrainline.com -2.38%

Copyright © Adthena. All rights reserved.

British Airways soared with a 1.96% click share increase, while The Trainline faced a 2.38% decline.

Campaign Efficiency

UK Travel Transportation Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date skyscanner.net thetrainline.com britishairways.com booking.com trip.com flixbus.co.uk kayak.co.uk cheapflights.co.uk loveholidays.com nationalrail.co.uk
2025/05/01 8.19% 5.24% 2.04% 4.1% 4.59% 1.98% 2.96% 2.19% 2.02% 3.08%
2025/05/02 7.92% 5.58% 1.74% 4.57% 4.36% 1.91% 2.66% 1.75% 2.42% 2.41%
2025/05/03 6.87% 5.7% 4.8% 5.06% 4.28% 1.99% 2.3% 1.58% 2.38% 2.65%
2025/05/04 7.12% 4.81% 2.2% 5.33% 4.95% 2.23% 2.74% 1.69% 2.7% 2.44%
2025/05/05 6.97% 5.75% 1.72% 5.38% 5.4% 2.36% 2.51% 1.59% 2.34% 2.76%
2025/05/06 7.61% 5.65% 1.95% 5.13% 5.51% 2.11% 2.37% 1.78% 2.46% 2.78%
2025/05/07 7.38% 6.19% 3.68% 5.54% 5.36% 1.74% 2.5% 1.84% 1.87% 2.5%
2025/05/08 7.55% 5.37% 4.04% 5.54% 5.17% 2.37% 2.45% 1.87% 1.62% 1.86%
2025/05/09 7.78% 5.57% 4.28% 4.87% 5.09% 1.98% 2.26% 1.95% 1.87% 1.96%
2025/05/10 7.82% 5.27% 4.77% 5.33% 4.45% 1.75% 2.4% 2.12% 1.89% 1.23%
2025/05/11 8.03% 5.52% 4.84% 5.38% 4.86% 2.08% 2.29% 2.44% 1.98% 0.81%
2025/05/12 8.1% 6.46% 3.66% 5.7% 5.16% 2.01% 3.02% 2.34% 2.21% 1.66%
2025/05/13 7.61% 7.13% 3.56% 5.51% 6.09% 2.02% 3.25% 2.28% 1.67% 1.54%
2025/05/14 7.71% 5.22% 4.19% 4.78% 5.53% 1.95% 3.24% 2.59% 1.89% 1.54%
2025/05/15 6.99% 5.16% 4.46% 5.18% 6.02% 2.49% 2.94% 2.55% 1.78% 1.21%
2025/05/16 6.8% 4.96% 4.46% 5.51% 5.96% 2.3% 2.6% 2.49% 2.04% 0.95%
2025/05/17 7.16% 3.95% 4.91% 4.81% 4.19% 2.47% 2.54% 2.65% 2.91% 0.83%
2025/05/18 7.93% 3.79% 4.43% 5.63% 3.07% 1.53% 3.07% 2.39% 2.58% 0.48%
2025/05/19 7.01% 3.87% 3.99% 5.42% 5.12% 2.29% 2.58% 2.22% 2.32% 1.99%
2025/05/20 7.26% 4.25% 4.19% 5.76% 5.34% 1.68% 2.65% 2.22% 1.99% 2.85%
2025/05/21 8.15% 3.05% 3.86% 5.56% 4.29% 2.16% 3.07% 2.64% 2.12% 2.58%
2025/05/22 8.05% 3.06% 4.12% 4.87% 3.9% 1.83% 2.77% 2.9% 1.95% 3.13%
2025/05/23 8.26% 3.25% 4.3% 4.67% 4.09% 1.95% 2.9% 2.68% 1.73% 3.74%
2025/05/24 8.23% 3.51% 4.01% 4.45% 4.19% 2.02% 2.95% 2.51% 2.36% 4.04%
2025/05/25 8.45% 4.9% 5.1% 5.54% 4.02% 2.23% 2.42% 2.02% 2.32% 0.51%
2025/05/26 8.64% 3.82% 4.21% 5.56% 3.2% 2.87% 3.31% 2.54% 1.7% 0.01%
2025/05/27 8.65% 3.79% 4.47% 5.17% 2.6% 2.26% 3.54% 2.83% 1.8% 0.01%
2025/05/28 8.48% 3.94% 4.4% 4.96% 2.74% 2.15% 3.85% 2.76% 1.59% 0%
2025/05/29 8.73% 4.61% 4.21% 4.99% 2.87% 1.86% 3.6% 2.58% 1.61% 0%
2025/05/30 9.49% 5.57% 4.91% 4.85% 3.42% 1.42% 3.49% 2.34% 1.63% 0.09%
2025/05/31 8.05% 5.5% 4.77% 4.02% 3.72% 3.36% 3.28% 2.43% 1.33% 0%

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Skyscanner.net’s impression share rose steadily, peaking at 9.49% before ending at 8.05%. Thetrainline.com saw a decline, closing at 5.5%. Britishairways.com fluctuated, finishing at 4.77%. Booking.com experienced a dip, ending at 4.02%. Trip.com decreased, closing at 3.72%. Flixbus.co.uk’s share varied, ending at 3.36%. Kayak.co.uk rose, finishing at 3.28%. Cheapflights.co.uk remained stable, closing at 2.43%. Loveholidays.com declined, ending at 1.33%. Nationalrail.co.uk’s share dropped significantly, finishing at 0.0%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Travel Transportation

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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  1. 1
    British Airways Official Site | The BA Sale Is Now On https://www.britishairways.com

    Experience flying with British Airways for less. Flights and holidays are on sale now. Enjoy...

  2. 2
    Cheapest Parking Heathrow - Parking at Terminal 2 3 4 & 5 https://www.compareyourparking.co.uk › heathrowairport › parking

    Book Your Meet and Greet Valet Parking at Heathrow Airport with us and Save Upto 65% Off

  3. 3
    Plan & Check Your Journey https://www.nationalrail.co.uk

    Check Train Times & Changes — Check With National Rail If Your Trip Could Be Affected By Rail Work This Bank Holiday. If You...

  4. 4
    Heathrow Airport Parking - Pre-Book And Save Up To 70% https://www.purpleparking.com

    Parking Just Minutes Away From The Terminal. Book Now And Save On The Gate Price

  5. 5
    Virgin Atlantic | Seize The Sale | Virgin Atlantic Airways Sale https://www.virginatlantic.com › virgin › sale

    Seize the sale. Flights for less with Virgin Atlantic Airways. Seats designed to help you fly in total comfort, no matter which cabin you're in.

Copyright © Adthena. All rights reserved.

British Airways and Virgin Atlantic captivate with enticing sales, promising affordable luxury in air travel. Meanwhile, Compare Your Parking and Purple Parking offer significant savings on Heathrow parking, emphasizing convenience and cost-effectiveness. National Rail ensures seamless travel planning, highlighting reliability during peak times.

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