UK Travel Holiday Type - PPC Market Share Analysis May 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	40.9
onthebeach.co.uk	8.36
tui.co.uk	6.43
jet2holidays.com	5.59
easyjet.com	2.49
haven.com	2.36
lastminute.com	2.27
pocruises.com	2.26
booking.com	1.66
icelolly.com	1.52
others	26.16

Loveholidays.com dominates with 40.9% click share, followed by others at 26.16%. Onthebeach.co.uk holds 8.36%, while Tui.co.uk captures 6.43%.

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	lastminute.com	easyjet.com	holidayhypermarket.co.uk	virginatlantic.com	booking.com	thomascook.com
2025/05/01	25.26%	8.56%	7.29%	7.12%	3.52%	6.19%	2.25%	3.08%	1.84%	1.89%
2025/05/02	25.05%	5.43%	8.2%	8.41%	3.24%	7.01%	2.37%	3.58%	2.19%	2.3%
2025/05/03	23.32%	6.77%	6.8%	7.95%	3.35%	5.63%	2.03%	3.69%	2.45%	4.18%
2025/05/04	23.88%	6.63%	7.69%	7.14%	3.43%	6.51%	2.24%	2.91%	2.27%	3.01%
2025/05/05	24.44%	7.52%	8.15%	4.8%	2.87%	6.69%	2.59%	2.76%	2.74%	3.01%
2025/05/06	24.69%	7.36%	7.71%	5.7%	2.61%	8.38%	2.3%	2.88%	2.57%	3.36%
2025/05/07	23.39%	8.88%	7.1%	7.54%	2.24%	3.55%	2.7%	3.35%	3.58%	1.91%
2025/05/08	23.23%	9.37%	6.62%	7.1%	2.11%	3.96%	2.54%	3.57%	3.2%	2.28%
2025/05/09	23.67%	9.09%	6.27%	6.51%	2.13%	6.72%	2.26%	2.75%	2.48%	3.23%
2025/05/10	24.21%	8.22%	5.07%	5.9%	2.09%	5.8%	3.18%	3.7%	2.55%	3.12%
2025/05/11	24.89%	8.34%	7.2%	4.93%	2.38%	4.91%	2.48%	2.9%	2.83%	2.77%
2025/05/12	26.27%	8.75%	7.28%	4.44%	2.34%	4.86%	2.71%	2.42%	3.15%	3.07%
2025/05/13	24.52%	9.09%	6.78%	3.86%	2.77%	4.07%	2.6%	3.63%	3.11%	3.1%
2025/05/14	24.94%	8.71%	6.27%	3.78%	2.75%	3.99%	2.74%	4.75%	2.48%	3.28%
2025/05/15	24.04%	9.26%	7.11%	6.66%	3.07%	3.09%	2.4%	2.22%	2.34%	1.9%
2025/05/16	24.22%	10.54%	7.55%	8.48%	3.68%	2.72%	2.39%	2.34%	2.27%	1.01%
2025/05/17	24.81%	11.37%	8.59%	7.21%	4.27%	3.01%	1.99%	1.58%	1.56%	0.97%
2025/05/18	24.44%	11.8%	9.34%	6.9%	3.85%	2.74%	2.41%	1.69%	1.67%	1.11%
2025/05/19	24.73%	11.17%	7.84%	6.04%	3.98%	3.71%	2.26%	1.63%	1.89%	1.59%
2025/05/20	24.74%	11.49%	7.94%	5.96%	4.38%	2.25%	2.43%	1.79%	1.98%	1.66%
2025/05/21	25.41%	13.02%	8.56%	7.5%	3.82%	1.22%	2.43%	1.87%	2.28%	1.61%
2025/05/22	23.99%	11.6%	9.18%	6.96%	5.38%	0.98%	1.92%	1.43%	1.87%	0.99%
2025/05/23	24.82%	13.22%	8.35%	7.02%	4.72%	1.76%	2.31%	1.88%	1.29%	1.45%
2025/05/24	25.02%	10.59%	8.22%	8.19%	5.56%	4.02%	2.04%	2.38%	1.48%	1.66%
2025/05/25	23.96%	11.52%	9.19%	7.14%	5.1%	5.06%	1.93%	2.01%	1.49%	1.87%
2025/05/26	24.84%	12.35%	8.67%	6.32%	5.14%	5.21%	2.14%	1.84%	1.77%	1.18%
2025/05/27	24%	10.7%	8.43%	6.95%	5.37%	5.21%	1.98%	1.44%	1.38%	0.76%
2025/05/28	24.35%	11.09%	8.63%	7.3%	5.54%	6.16%	2.04%	1.26%	1.22%	0.9%
2025/05/29	23.77%	11.8%	9.24%	7.2%	5.53%	7.02%	2.32%	1.71%	1.07%	0.88%
2025/05/30	23.31%	12.63%	8.93%	7.34%	5.41%	7.07%	2.62%	1.79%	1.07%	0.91%
2025/05/31	25.84%	10.91%	8.51%	7.85%	6.44%	5.01%	1.88%	1.37%	1.07%	0.72%

Loveholidays.com led May with fluctuating spend, peaking at 26.27%. Jet2holidays.com surged mid-month, reaching 13.22%. Tui.co.uk and Onthebeach.co.uk showed steady growth. Lastminute.com and Easyjet.com saw late-month increases.

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
2025/05/01	979
2025/05/02	1016
2025/05/03	1030
2025/05/04	1037
2025/05/05	1028
2025/05/06	1038
2025/05/07	1110
2025/05/08	1107
2025/05/09	1088
2025/05/10	1108
2025/05/11	1096
2025/05/12	1119
2025/05/13	1128
2025/05/14	1124
2025/05/15	1090
2025/05/16	1058
2025/05/17	985
2025/05/18	984
2025/05/19	969
2025/05/20	956
2025/05/21	934
2025/05/22	874
2025/05/23	874
2025/05/24	875
2025/05/25	851
2025/05/26	844
2025/05/27	832
2025/05/28	824
2025/05/29	845
2025/05/30	818
2025/05/31	832

May began with 979 advertisers, peaking at 1,128 mid-month. A decline followed, ending with 832 advertisers.

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
onthebeach.co.uk	1.97%
jet2holidays.com	1.47%
tui.co.uk	1.31%
lastminute.com	1.11%
loveholidays.com	1.04%
pocruises.com	-0.72%
virginatlantic.com	-0.77%
easyjet.com	-0.77%
booking.com	-0.87%
thomascook.com	-0.91%

In the past month, onthebeach.co.uk surged by 1.97%, while thomascook.com dropped by 0.91%.

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	lastminute.com	easyjet.com	travelsupermarket.com	holidayhypermarket.co.uk	booking.com	virginatlantic.com
2025/05/01	26.22%	6.3%	6.65%	4.96%	2.72%	4.95%	2.6%	2.43%	2.82%	3.25%
2025/05/02	26.53%	4.16%	7.54%	5.39%	2.44%	4.91%	3.23%	2.57%	3.3%	3.54%
2025/05/03	23.85%	5.17%	7.05%	4.53%	2.38%	3.95%	2.84%	2.32%	4.13%	3.74%
2025/05/04	24.94%	5.1%	6.51%	5.09%	2.52%	4.61%	3%	2.62%	3.43%	3.13%
2025/05/05	25.36%	5.61%	4.63%	5.2%	2.25%	4.7%	3.1%	2.82%	4.06%	3.13%
2025/05/06	26.06%	5.78%	5.48%	5.06%	1.76%	6.21%	2.49%	2.69%	3.88%	3.01%
2025/05/07	24.08%	6.86%	6.47%	4.43%	1.6%	2.43%	2.82%	2.99%	5.17%	3.39%
2025/05/08	23.75%	7.09%	6.21%	4.07%	1.42%	3.64%	2.51%	2.75%	4.73%	3.79%
2025/05/09	24.83%	7.04%	5.77%	4.08%	1.41%	4.63%	2.94%	2.52%	3.69%	2.69%
2025/05/10	24.37%	6.41%	5.33%	3.39%	1.36%	4.24%	2.93%	3.42%	3.77%	3.79%
2025/05/11	25.82%	6.38%	4.64%	4.59%	1.99%	3.28%	3.98%	2.67%	4.11%	2.87%
2025/05/12	27.33%	6.78%	4.32%	4.82%	1.56%	3.27%	2.89%	2.99%	4.7%	2.33%
2025/05/13	25.15%	6.98%	3.7%	4.32%	1.95%	2.74%	3.72%	2.75%	4.43%	3.64%
2025/05/14	25.72%	6.74%	3.79%	4.07%	1.98%	2.66%	4.02%	2.9%	3.58%	4.79%
2025/05/15	24.53%	7.31%	6.12%	4.55%	2.32%	2.05%	3.91%	2.57%	3.32%	2.48%
2025/05/16	25.21%	8.42%	7.67%	4.98%	2.84%	1.98%	2.94%	2.53%	3.2%	2.64%
2025/05/17	25.97%	9.26%	6.78%	5.81%	3.42%	2%	3.75%	2.32%	2.33%	1.55%
2025/05/18	25.2%	9.61%	6.59%	6.38%	2.79%	1.87%	3.42%	2.62%	2.48%	1.65%
2025/05/19	25.91%	9.08%	5.87%	4.98%	3.07%	2.58%	3.91%	2.41%	2.56%	1.52%
2025/05/20	24.95%	9.73%	6.48%	5.05%	3.68%	1.46%	4.41%	2.49%	2.94%	1.64%
2025/05/21	26.52%	10.66%	7.45%	5.46%	2.79%	0.87%	3.73%	2.53%	3.45%	1.83%
2025/05/22	25.77%	9.16%	6.71%	5.85%	4.58%	0.63%	3.41%	1.94%	2.89%	1.38%
2025/05/23	25.29%	10.72%	6.83%	5.59%	3.61%	1.12%	3.97%	2.45%	2.23%	1.82%
2025/05/24	26.27%	8.39%	7.46%	5.25%	4.77%	2.64%	4.67%	2.05%	2.48%	2.39%
2025/05/25	25.55%	9.24%	7.03%	5.97%	4.4%	3.59%	3.17%	2.04%	2.39%	2.07%
2025/05/26	26.33%	9.98%	6.48%	5.69%	3.8%	4%	3.74%	2.19%	2.89%	1.92%
2025/05/27	26.1%	8.79%	6.9%	5.55%	3.92%	3.56%	2.88%	2.1%	2.31%	1.3%
2025/05/28	26.78%	9.11%	7.32%	5.64%	4.58%	4.32%	2.7%	2.24%	1.89%	1.21%
2025/05/29	26.71%	9.7%	6.98%	6.06%	4.11%	5.06%	2.59%	2.47%	1.77%	1.79%
2025/05/30	25.36%	10.32%	8.08%	5.98%	3.99%	4.92%	2.84%	2.85%	1.69%	1.81%
2025/05/31	27.78%	8.98%	7.74%	5.61%	4.96%	3.42%	2.62%	2.03%	1.65%	1.41%

Loveholidays.com led May with a steady impression share, peaking at 27.78%. Jet2holidays.com surged mid-month, reaching 10.72%. Onthebeach.co.uk and Tui.co.uk showed consistent performance, while lastminute.com and easyjet.com fluctuated. The month ended with loveholidays.com maintaining dominance.

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
Up To 70% Discount On Packages - Book All Inclusive Holidays https://www.holidayhypermarket.co.uk
Part Of Europe's Largest Tour Operator With UK Based Travel Experts. Book With Confidence!
2
loveholidays™ Official Site https://www.loveholidays.com
Cheap Holidays You'll Love — Package Holidays At Your Fingertips With Deposits from £25pp. ATOL Protected. Book Now! Low Deposits from £25pp & Monthly Payments on...
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! Book Today & Get Free Fast Track on 4* Jollies - Bag A Beachy Bargain with...
4
TUI Holidays https://www.tui.co.uk › tui › holidays
Live Happy On A TUI Holiday — 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
Package Holidays - Seize The Sale - Sale Ends June 2nd https://www.virginatlantic.com › holidays › sale
Seize the sale. Holidays for less with Virgin Atlantic Holidays and lounge access on us

In the competitive world of travel PPC, Holiday Hypermarket entices with up to 70% discounts, while Loveholidays offers low deposits from £25. On the Beach promotes flexibility with FlexiPay, TUI highlights free kids’ places, and Virgin Atlantic tempts with exclusive lounge access.

Frequently Asked Questions

Why is the UK Travel Holiday Type May 2025 Report useful and how should I use it?

Why is the UK Travel Holiday Type May 2025 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the UK Travel Holiday Type May 2025 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the UK Travel Holiday Type May 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the UK Travel Holiday Type May 2025 Report?

The UK Travel Holiday Type May 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

Learn more about our data.

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Does this include mobile, desktop and Google Shopping data?

Yes. The UK Travel Holiday Type May 2025 Report aggregates data from across both device types and Google Shopping.
Who is this UK Travel Holiday Type May 2025 Report for?

The UK Travel Holiday Type May 2025 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Can I get a custom report for my brand?

Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

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What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

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Customer Success Stories

Avanti West Coast case study: Boosts revenue and cuts costs with winning PPC strategy

Avanti West Coast needed a more efficient PPC strategy to maximize their paid search investment. Leveraging Adthena’s Lone Ranger and Head-to-Head Competitor reports, they identified opportunities to cut costs on brand terms and reinvest savings into generic search campaigns. Read case study

Monitoring brand terms and managing collaborator agreements for Nordic Choice

Nordic Choice Hotels is one of the largest hotel groups in the Nordic region. With a vast network of collaborators, and operating in a highly competitive industry, Nordic Choice required a competitive intelligence solution to improve digital performance and help solve complex challenges in search.Read case study

Increased revenue and reduced advertising costs for Eurostar

Eurostar is the only dedicated passenger train provider between continental Europe and the UK, but with fierce competition from other transport methods, it needed to prevent competitors and resellers from bidding aggressively on its brand. Read case study

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The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

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UK Travel Holiday Type - PPC Market Share Analysis May 2025

Share of Clicks for top 10 UK Travel Holiday Type brands

Share of Spend for the top 10 UK Travel Holiday Type brands

Competitor Count for UK Travel Holiday Type

Market Loss & Market Gains for UK Travel Holiday Type

UK Travel Holiday Type Share of Impressions

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

Frequently Asked Questions

Why is the UK Travel Holiday Type May 2025 Report useful and how should I use it?

Why is the UK Travel Holiday Type May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Travel Holiday Type May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Travel Holiday Type May 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Avanti West Coast case study: Boosts revenue and cuts costs with winning PPC strategy

Monitoring brand terms and managing collaborator agreements for Nordic Choice

Increased revenue and reduced advertising costs for Eurostar

Get the full picture

See this data specific to your brand performance

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