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UK Travel Holiday Type - PPC Market Share Analysis April 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Holiday Type 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 Holiday Type 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
loveholidays.com 35.27
onthebeach.co.uk 8.85
tui.co.uk 7.55
pocruises.com 4.25
jet2holidays.com 4.05
haven.com 2.48
lastminute.com 2.43
easyjet.com 2.24
booking.com 2.16
thomascook.com 1.91
others 28.81

Copyright © Adthena. All rights reserved.

Loveholidays.com leads with 35.27% click share, followed by others at 28.81%. Onthebeach.co.uk holds 8.85%, while tui.co.uk captures 7.55%.

Market Exposure

Share of Spend for the top 10 UK Travel Holiday Type 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 loveholidays.com jet2holidays.com tui.co.uk onthebeach.co.uk easyjet.com lastminute.com virginatlantic.com pocruises.com booking.com thomascook.com
2025/04/01 22.9% 7.25% 9.58% 4.43% 1.61% 4.96% 1.96% 3.03% 2.63% 3.39%
2025/04/02 21.51% 7.42% 11.53% 5.38% 1.18% 6.19% 1.84% 3.31% 2.29% 2.38%
2025/04/03 25.8% 6.67% 8.98% 5.36% 0.82% 5% 1.64% 3.43% 2.61% 2%
2025/04/04 23.78% 6.93% 7.96% 5.33% 1.69% 4.51% 2.58% 3.06% 3.13% 2.34%
2025/04/05 23.55% 5.35% 8.19% 5.22% 1.41% 4.04% 2.76% 3.25% 2.83% 4.65%
2025/04/06 23.59% 5.03% 7.72% 4.35% 1.55% 4.12% 3.27% 3.13% 3.19% 4.97%
2025/04/07 23.23% 6.5% 9.43% 4.59% 2.16% 4.15% 3.11% 2.94% 2.78% 4.1%
2025/04/08 22.45% 6.32% 8.84% 4.69% 2.43% 2.33% 3.96% 3.17% 3.45% 3.52%
2025/04/09 22.97% 7.87% 9.15% 5.37% 2.66% 2.79% 3.75% 3.71% 2.69% 2.54%
2025/04/10 22.61% 7.15% 6.42% 6.22% 2.91% 2.85% 3.9% 3.55% 2.96% 2.9%
2025/04/11 23.57% 7.09% 6.57% 4.88% 3.02% 3.24% 3.87% 3.61% 2.93% 2.92%
2025/04/12 22.46% 7.48% 7.56% 5.6% 3.14% 3.21% 3.49% 3.15% 2.93% 2.92%
2025/04/13 22.78% 7.51% 8.4% 6.22% 4.15% 3.77% 2.58% 3.01% 3% 3.08%
2025/04/14 20.89% 8.36% 9% 6.19% 3.94% 3.71% 3.05% 3.15% 3% 3.62%
2025/04/15 22.38% 8.73% 8.13% 5.51% 4.05% 2.85% 3.16% 3.33% 3.09% 3.01%
2025/04/16 22.32% 10.21% 7.62% 4.79% 3.88% 2.26% 3.5% 3.45% 2.81% 2.55%
2025/04/17 20.98% 5.07% 8.3% 6.59% 4.29% 2.58% 3.44% 3.61% 3.52% 2.67%
2025/04/18 22.9% 6% 9.22% 7.56% 5.13% 2.56% 2.91% 3.05% 2.76% 2.67%
2025/04/19 21.08% 4.34% 7.74% 6.51% 4.74% 2.5% 2.66% 3.35% 4.16% 3.96%
2025/04/20 23.14% 5.49% 8.08% 6.96% 5.38% 2.49% 2.55% 3.15% 3.4% 2.95%
2025/04/21 24.1% 9.96% 7% 6.05% 4.93% 2.25% 2.59% 2.97% 2.97% 3.34%
2025/04/22 22.75% 6.03% 7.44% 6.57% 5.01% 2.45% 2.45% 2.72% 4.3% 3.81%
2025/04/23 23.97% 6.18% 7.66% 6.21% 5.38% 3.33% 3.17% 2.79% 3.34% 3%
2025/04/24 23.07% 7.1% 7.23% 5.18% 5.98% 4.35% 3.63% 2.79% 2.63% 2.12%
2025/04/25 24.5% 6.9% 7.31% 7.09% 6.37% 3.85% 3.3% 2.77% 2.11% 1.36%
2025/04/26 24.43% 5.42% 6.23% 7.72% 7.76% 3.55% 3.27% 2.7% 3.05% 1.45%
2025/04/27 24.15% 8.02% 7.23% 7.24% 5.27% 3.6% 2.32% 2.55% 2.72% 1.76%
2025/04/28 24.37% 7.56% 7.39% 5.08% 5.86% 3.48% 2.99% 2.89% 2.87% 2.75%
2025/04/29 23.94% 7.86% 6.66% 4.7% 5.22% 3.69% 3.71% 2.73% 2.78% 2.93%
2025/04/30 23.82% 8.34% 7.25% 6.1% 5.47% 3.64% 3.42% 3.09% 2.8% 2.71%

Copyright © Adthena. All rights reserved.

Loveholidays.com led April with a consistent spend share, peaking at 25.8% on April 3rd. Jet2holidays.com saw fluctuations, ending at 8.34%. Tui.co.uk maintained stability, while onthebeach.co.uk and easyjet.com showed gradual increases. Lastminute.com and virginatlantic.com experienced varied trends. Pocruises.com and booking.com remained steady, with thomascook.com declining towards month’s end.

Market Exposure

Competitor Count for UK Travel Holiday Type

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
2025/04/01 1121
2025/04/02 1109
2025/04/03 1092
2025/04/04 1113
2025/04/05 1118
2025/04/06 1155
2025/04/07 1103
2025/04/08 1133
2025/04/09 1062
2025/04/10 1132
2025/04/11 1121
2025/04/12 1112
2025/04/13 1100
2025/04/14 1100
2025/04/15 1093
2025/04/16 1088
2025/04/17 1103
2025/04/18 1035
2025/04/19 1141
2025/04/20 1102
2025/04/21 1059
2025/04/22 1100
2025/04/23 1059
2025/04/24 1070
2025/04/25 1036
2025/04/26 1061
2025/04/27 1052
2025/04/28 1055
2025/04/29 1001
2025/04/30 993

Copyright © Adthena. All rights reserved.

April saw fluctuating advertiser numbers, peaking at 1,155 on April 6. The month concluded with a decline, ending at 993.

Campaign Efficiency

Market Loss & Market Gains for UK Travel Holiday Type

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
loveholidays.com 3.53%
easyjet.com 1.63%
holidayhypermarket.co.uk 0.41%
iberostar.com 0.18%
cheekytrip.com 0.1%
jet2holidays.com -0.34%
travelsupermarket.com -0.34%
emiratesholidays.com -0.36%
pocruises.com -0.64%
tui.co.uk -1%

Copyright © Adthena. All rights reserved.

Loveholidays.com soared with a 3.53% click share increase, while tui.co.uk faced a 1.0% decline. Easyjet.com also rose by 1.63%.

Campaign Efficiency

UK Travel Holiday Type 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 loveholidays.com jet2holidays.com onthebeach.co.uk tui.co.uk easyjet.com booking.com virginatlantic.com pocruises.com lastminute.com thomascook.com
2025/04/01 22.21% 5.9% 4.66% 6.41% 1.08% 4.03% 1.66% 3.15% 3.87% 3.24%
2025/04/02 20.46% 5.95% 5.7% 7.92% 0.81% 3.69% 1.63% 3.62% 4.92% 2.48%
2025/04/03 23.87% 5.36% 5.64% 6.04% 0.55% 4.1% 1.3% 3.82% 3.9% 1.92%
2025/04/04 22.17% 5.38% 5.28% 5.43% 1.13% 4.74% 2.37% 3.28% 3.6% 2.26%
2025/04/05 22.1% 4.39% 5.24% 5.6% 0.97% 4.22% 2.56% 3.6% 3.4% 4.57%
2025/04/06 22.21% 3.92% 4.58% 5.26% 1.09% 4.73% 3.04% 3.44% 3.38% 4.67%
2025/04/07 22.24% 5.1% 4.86% 6.57% 1.44% 4.26% 3.03% 2.83% 3.22% 4.07%
2025/04/08 22.17% 4.88% 4.72% 5.86% 1.64% 4.99% 3.98% 3.31% 1.77% 3.31%
2025/04/09 22.05% 6.34% 5.34% 6.3% 1.82% 4.11% 3.92% 4.34% 1.97% 2.38%
2025/04/10 21.66% 5.55% 6.03% 4.33% 1.98% 4.38% 3.86% 4.05% 2.22% 2.82%
2025/04/11 21.58% 5.77% 5.04% 4.54% 2.1% 4.41% 3.89% 4.12% 2.43% 2.83%
2025/04/12 21.23% 6.24% 5.51% 5.22% 2.25% 4.38% 3.54% 3.51% 2.45% 2.89%
2025/04/13 21.79% 6.2% 5.99% 5.92% 2.92% 4.58% 2.7% 3.26% 2.7% 3.14%
2025/04/14 20.82% 6.93% 5.87% 6.11% 2.73% 4.59% 2.99% 3.44% 2.85% 3.63%
2025/04/15 21.88% 7.42% 5.51% 5.61% 2.82% 4.61% 2.99% 3.74% 2.1% 2.95%
2025/04/16 21.22% 8.62% 5.02% 5.11% 2.71% 4.24% 3.66% 3.92% 1.6% 2.53%
2025/04/17 20.49% 3.89% 6.24% 5.32% 3.04% 5.29% 3.26% 4.38% 1.75% 2.55%
2025/04/18 22.66% 4.38% 7.39% 6.31% 3.95% 4.35% 3.04% 3.42% 1.84% 2.89%
2025/04/19 18.89% 3.27% 6.06% 5.23% 3.33% 6.21% 2.74% 4% 1.82% 3.83%
2025/04/20 21.12% 4.33% 6.81% 5.64% 4.13% 5.34% 2.48% 3.69% 1.77% 3.16%
2025/04/21 23.29% 8.06% 6.25% 5.01% 3.66% 4.52% 2.46% 3.33% 1.66% 3.53%
2025/04/22 23.29% 4.34% 6.06% 4.84% 3.62% 6.07% 2.63% 2.88% 1.79% 3.84%
2025/04/23 23.89% 4.74% 6.08% 5.24% 4.1% 4.69% 3.85% 3.09% 2.58% 3.05%
2025/04/24 23.66% 4.98% 4.9% 4.79% 4.52% 3.81% 3.59% 3.32% 3.44% 2.16%
2025/04/25 25.32% 5.03% 6.9% 5.08% 4.69% 3.2% 3.62% 2.94% 2.91% 1.52%
2025/04/26 25.03% 3.95% 7.4% 4.2% 5.83% 4.49% 3.37% 3.11% 2.99% 1.47%
2025/04/27 24.68% 6.28% 6.77% 4.94% 3.8% 4.02% 2.22% 2.74% 2.67% 1.79%
2025/04/28 24.99% 5.64% 5.05% 5.11% 4.55% 4.15% 3.08% 3.1% 2.64% 2.79%
2025/04/29 24.88% 5.84% 4.78% 4.48% 3.75% 3.95% 4.2% 2.88% 2.94% 3.06%
2025/04/30 23.85% 6.28% 5.91% 4.96% 4.14% 3.99% 3.83% 3.41% 3.24% 2.81%

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Loveholidays.com led April with a steady rise, peaking at 25.32% on the 25th. Jet2holidays.com fluctuated, ending at 6.28%. Onthebeach.co.uk and tui.co.uk showed varied trends, while easyjet.com and booking.com had modest gains. Virginatlantic.com and pocruises.com maintained stability. Lastminute.com and thomascook.com experienced ups and downs, closing at 3.24% and 2.81%, respectively.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Travel Holiday Type

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
    Up To 70% Discount On Packages - Book All Inclusive Holidays https://www.holidayhypermarket.co.uk › all-inclusive › holiday-deals

    Part Of Europe's Largest Tour Operator With UK Based Travel Experts. Book With Confidence!

  2. 2
    loveholidays™ Official Site | Our Spring Sale is Now On https://www.loveholidays.com

    Spring Sale is Now On! Deals You Can’t Miss With Deposits From £25pp. Book Now! Package Holidays At Your Fingertips With Deposits from £25pp.

  3. 3
    On the Beach™ Official Site https://www.onthebeach.co.uk

    On the Beach Holiday Perks — Pay Your Way With FlexiPay & Spread The Cost Of Your Holiday. We Keep Things Easy-Breezy!

  4. 4
    TUI Holidays | All Year-Round Holidays https://www.tui.co.uk › tui › holidays

    Free Kids' Places Available On Selected Holidays Subject To Availability. T&Cs Apply. Book Happy With TUI Flex, And Change Your Holiday Up Until 28 Days Before You Travel.

  5. 5
    Package Holidays | Holidays 2025/2026 http://www.virginatlantic.com › virgin › holidays

    Book your dream holiday with confidence. We've got you covered. ATOL and ABTA protected.

Copyright © Adthena. All rights reserved.

In the competitive landscape of travel PPC ads, Holiday Hypermarket entices with up to 70% discounts, while Loveholidays highlights affordability with deposits from £25. On the Beach offers flexible payments, TUI promotes free kids’ places, and Virgin Atlantic assures confidence with ATOL protection.

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