UK Hospitality Wellness & Recreation - PPC Market Share Analysis September 2026

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

Wellness & Recreation – UK

Google AI Overview visibility for Hospitality Wellness & Recreation UK

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 34.8673385438
65.1326614562
34%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 48
52
48%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 4%
Transactional 6%
Navigational 15%
Seasonal 0%
Local 18%
Problem Solving 0%

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Market Exposure

Share of Clicks for top 10 UK Hospitality Wellness & Recreation brands

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

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
booking.com 22.56
thegymgroup.com 13.01
puregym.com 12.57
spabreaks.com 8.24
virginexperiencedays.co.uk 6.2
wowcher.co.uk 5.03
hotels.com 3.16
virginactive.co.uk 2.97
groupon.co.uk 2.96
nuffieldhealth.com 2.3
others 21
  • booking.com - 22.56%
  • thegymgroup.com - 13.01%
  • puregym.com - 12.57%
  • spabreaks.com - 8.24%
  • virginexperiencedays.co.uk - 6.2%
  • wowcher.co.uk - 5.03%
  • hotels.com - 3.16%
  • virginactive.co.uk - 2.97%
  • groupon.co.uk - 2.96%
  • nuffieldhealth.com - 2.3%
  • others - 21%

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In the PPC landscape, Booking.com leads with 22.56% click share, closely followed by ‘others’ at 21%. TheGymGroup.com and PureGym.com trail behind, capturing 13.01% and 12.57% respectively.

Market Exposure

Share of Spend for the top 10 UK Hospitality Wellness & Recreation 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date booking.com thegymgroup.com puregym.com spabreaks.com virginexperiencedays.co.uk wowcher.co.uk groupon.co.uk hotels.com redletterdays.co.uk nuffieldhealth.com
2026/09/01 30.85% 8.38% 8.92% 6.66% 3.16% 3.02% 2.42% 4.36% 1.24% 1.73%
2026/09/02 21.88% 10.6% 8.33% 7.6% 7.73% 5.81% 4.4% 3.67% 2.74% 2.84%
2026/09/03 24.72% 7.08% 7.89% 6.43% 4.36% 6.73% 3.93% 4.77% 2.84% 4.24%
2026/09/04 21.17% 5.83% 5.76% 6.86% 8.4% 8.22% 4.43% 3.89% 2.68% 3.22%
2026/09/05 21.71% 7.95% 9.44% 8.79% 10.61% 7.32% 3.76% 2.81% 2.81% 4.38%
2026/09/06 24.46% 7.81% 8.29% 8.03% 9.23% 6.48% 4.82% 4.43% 1.93% 2.8%
2026/09/07 23.7% 6.87% 6.86% 8.32% 9.3% 7.95% 5.16% 4.46% 2.68% 1.64%
2026/09/08 24.8% 8.28% 10.38% 7.9% 7.19% 6.26% 4.8% 4.42% 2.57% 0.73%
2026/09/09 23.19% 7.38% 5.44% 8.29% 7.51% 7.75% 4.96% 2.95% 2.75% 4.92%
2026/09/10 23.34% 10.39% 7.89% 7.57% 6.03% 4.99% 3.03% 3.08% 1.68% 2.24%
2026/09/11 18.22% 5.3% 8.37% 9.5% 8.71% 5.76% 4.32% 2.77% 3.06% 1.8%
2026/09/12 18.11% 4.83% 12.98% 8.36% 8.07% 4.62% 2.89% 2.56% 2.55% 1.27%
2026/09/13 14.83% 12.07% 8.67% 8.12% 8.46% 3.93% 2.72% 2.3% 3.08% 2.91%
2026/09/14 15.17% 9.91% 11.44% 9.22% 9.13% 4.22% 2.23% 3.08% 3.39% 3.15%
2026/09/15 17.83% 12.19% 8.87% 6.86% 9.43% 4.78% 2.67% 2.28% 3.19% 2%
2026/09/16 20.75% 9.45% 4.14% 7.2% 11.11% 6.87% 4.76% 3.27% 3.54% 2.69%
2026/09/17 21.3% 10.92% 4.75% 9.23% 8.39% 5.04% 2.61% 3.37% 3.7% 4.34%
2026/09/18 22.43% 9.98% 3.13% 10.68% 8.57% 5.23% 4.04% 3.41% 4.68% 3.95%
2026/09/19 26.83% 10.78% 3.44% 8.81% 5.88% 6.27% 3.57% 3.57% 3.65% 4.37%
2026/09/20 22.46% 9.4% 4.26% 11.06% 6.46% 6.91% 4.53% 3.89% 4.06% 3.74%
2026/09/21 22.32% 10.06% 8.16% 9.97% 6.17% 5.72% 3.72% 1.85% 3.42% 3.89%
2026/09/22 22.95% 15.79% 2.75% 10.06% 4.48% 5.92% 2.72% 3.22% 3.42% 2.5%
2026/09/23 23.18% 7.77% 5.49% 8.46% 5.06% 6.01% 3.74% 4.29% 3.41% 3.94%
2026/09/24 27.96% 5.78% 6.19% 9.66% 3.83% 5.67% 3.14% 4.73% 3.1% 4.09%
2026/09/25 30.54% 10.78% 5.84% 7.89% 4.8% 4.95% 2.21% 4.51% 2.21% 4.71%
2026/09/26 29.94% 12.08% 6.36% 8.26% 4.21% 5.65% 3.42% 4.17% 2.8% 6.17%
2026/09/27 32.11% 12.74% 7.06% 7.69% 4.19% 5.7% 2.88% 4.96% 2.56% 3.62%
2026/09/28 30.47% 12.57% 6.45% 8.11% 5.41% 5.67% 2.63% 3.79% 2.27% 5.25%
2026/09/29 24.56% 12.42% 7.1% 7.59% 6.96% 6.87% 3% 5.07% 2.6% 5.72%
2026/09/30 23.77% 11.35% 11.07% 6.85% 6.15% 5.83% 3.1% 2.99% 2.42% 1.94%
  • booking.com
  • thegymgroup.com
  • puregym.com
  • spabreaks.com
  • virginexperiencedays.co.uk
  • wowcher.co.uk
  • groupon.co.uk
  • hotels.com
  • redletterdays.co.uk
  • nuffieldhealth.com

Copyright © Adthena. All rights reserved.

In September 2026, booking.com led with fluctuating spend, peaking at 32.11% on the 27th. Thegymgroup.com and puregym.com showed steady growth, while spabreaks.com and virginexperiencedays.co.uk maintained moderate shares. By month’s end, booking.com remained dominant.

Market Exposure

Competitor Count for UK Hospitality Wellness & Recreation

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/09/01 140
2026/09/02 158
2026/09/03 160
2026/09/04 181
2026/09/05 170
2026/09/06 169
2026/09/07 170
2026/09/08 176
2026/09/09 180
2026/09/10 174
2026/09/11 154
2026/09/12 168
2026/09/13 134
2026/09/14 136
2026/09/15 160
2026/09/16 167
2026/09/17 174
2026/09/18 173
2026/09/19 172
2026/09/20 151
2026/09/21 169
2026/09/22 180
2026/09/23 162
2026/09/24 154
2026/09/25 155
2026/09/26 133
2026/09/27 137
2026/09/28 134
2026/09/29 159
2026/09/30 143

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September saw a dynamic shift in advertisers, peaking at 181 on September 4th. The month concluded with 143 advertisers, reflecting a fluctuating yet vibrant landscape.

Campaign Efficiency

Market Loss & Market Gains for UK Hospitality Wellness & Recreation

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

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
thegymgroup.com 3.75%
booking.com 3.21%
spabreaks.com 1.01%
nuffieldhealth.com 0.92%
virginactive.co.uk 0.72%
wowcher.co.uk -0.72%
spaseekers.com -0.77%
groupon.co.uk -0.79%
virginexperiencedays.co.uk -2.46%
puregym.com -2.47%

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In the past month, thegymgroup.com and booking.com surged with click share increases of 3.75% and 3.21%, respectively. Meanwhile, puregym.com and virginexperiencedays.co.uk faced declines of 2.47% and 2.46%.

Campaign Efficiency

UK Hospitality Wellness & Recreation Share of Impressions

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

Date booking.com puregym.com thegymgroup.com virginexperiencedays.co.uk wowcher.co.uk spabreaks.com groupon.co.uk hotels.com redletterdays.co.uk nuffieldhealth.com
2026/09/01 32.35% 9.44% 6.23% 3.93% 4.03% 3.63% 3.43% 3.47% 1.34% 1.44%
2026/09/02 23.46% 9.5% 7.98% 9.15% 7.18% 4.4% 5.79% 3.23% 2.92% 3.28%
2026/09/03 25.9% 9.43% 5.45% 5.55% 8.66% 3.84% 5.16% 4.54% 3.36% 3.54%
2026/09/04 21.93% 6.9% 4.66% 9.91% 10.1% 4.03% 5.82% 3.68% 3.07% 3%
2026/09/05 23.41% 10.09% 5.78% 11.68% 8.56% 4.98% 4.87% 2.62% 2.98% 4.76%
2026/09/06 24.57% 10.46% 6.57% 9.91% 7.35% 4.61% 6.04% 4.46% 2.11% 2.31%
2026/09/07 24.42% 7.98% 5.39% 11.23% 9.49% 4.83% 6.65% 4.15% 2.94% 1.8%
2026/09/08 24.22% 11.35% 7.3% 8.44% 7.61% 4.38% 6.18% 4.02% 2.87% 0.57%
2026/09/09 24.18% 6.34% 5.84% 7.98% 9% 4.85% 6.73% 2.99% 3.12% 5.14%
2026/09/10 23.4% 8.73% 8.64% 6.61% 6.06% 4.28% 3.71% 2.78% 1.85% 2.98%
2026/09/11 19.13% 10.11% 4.56% 9.59% 7.64% 5.24% 5.98% 2.76% 3.38% 1.68%
2026/09/12 18.51% 14.23% 4.19% 9.37% 6.02% 4.95% 3.62% 2.44% 2.97% 1.02%
2026/09/13 14.8% 9.54% 9.3% 9.86% 4.94% 4.93% 3.22% 2.26% 3.37% 2.67%
2026/09/14 15.4% 13.35% 8.44% 11.16% 5.3% 5.49% 3.01% 3.1% 3.77% 3.62%
2026/09/15 18.56% 10.26% 9.44% 10.76% 5.8% 4.03% 3.24% 2.25% 3.45% 1.79%
2026/09/16 21.06% 5.12% 7.84% 12.93% 7.79% 4.13% 5.64% 3.32% 4.07% 2.29%
2026/09/17 21.6% 6.18% 9.88% 9.94% 6.03% 5.74% 3.31% 2.96% 4.2% 4.43%
2026/09/18 24.04% 4.21% 8.8% 10.4% 6.32% 6.39% 5.23% 3.74% 5.51% 3.59%
2026/09/19 27.8% 4.79% 9.11% 6.99% 7.15% 5.14% 4.38% 3.49% 4.01% 4.45%
2026/09/20 23.99% 6.11% 8.4% 7.64% 8% 6.4% 5.68% 3.99% 4.39% 3.27%
2026/09/21 23.07% 11.23% 8.55% 7.24% 6.68% 6.01% 4.47% 1.87% 3.87% 3.7%
2026/09/22 24.61% 4.46% 14.12% 4.92% 6.86% 6.56% 3.32% 3.21% 4.13% 2.51%
2026/09/23 24.25% 6.73% 7.16% 5.61% 7.25% 5.39% 4.59% 3.9% 4.1% 3.66%
2026/09/24 29.11% 8.25% 5.97% 4.05% 6.54% 5.81% 3.76% 4.66% 3.43% 4.21%
2026/09/25 32.95% 7.11% 8.72% 5.64% 5.81% 4.85% 2.55% 4.26% 2.64% 4.86%
2026/09/26 32.12% 7.39% 10.64% 4.83% 6.56% 4.63% 4.02% 3.83% 3.11% 5.59%
2026/09/27 34.26% 8.3% 10.93% 4.65% 6.77% 4.39% 3.29% 4.44% 2.83% 3.44%
2026/09/28 32.57% 6.81% 10.27% 6.58% 6.73% 5.19% 2.88% 3.77% 2.59% 5.22%
2026/09/29 26.67% 8.74% 10.87% 7.86% 8.07% 4.53% 3.58% 4.66% 2.84% 5.78%
2026/09/30 22.83% 12.37% 9.75% 7.17% 6.6% 4.16% 3.53% 2.91% 2.55% 2.46%
  • booking.com
  • puregym.com
  • thegymgroup.com
  • virginexperiencedays.co.uk
  • wowcher.co.uk
  • spabreaks.com
  • groupon.co.uk
  • hotels.com
  • redletterdays.co.uk
  • nuffieldhealth.com

Copyright © Adthena. All rights reserved.

In September 2026, booking.com saw a fluctuating impression share, peaking at 34.26% on the 27th. Puregym.com experienced a dip mid-month but ended strong at 12.37%. Thegymgroup.com maintained a steady presence, while virginexperiencedays.co.uk and wowcher.co.uk showed varied trends. Spabreaks.com and groupon.co.uk had modest shares, with hotels.com and redletterdays.co.uk trailing. Nuffieldhealth.com had a notable rise towards month’s end.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Hospitality Wellness & Recreation

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

Google Text Ad Copy Insights & Creative Trends for UK Hospitality Wellness & Recreation - Last month
  1. 1
    All-Inclusive Membership - Flexible Membership Options https://www.nuffieldhealth.com

    Unlimited Access To Sauna, Steam, Classes and Swim. Workout, Rest, Relax + Recharge At One Of Our 110 Clubs. Open 7 Days A Week. Steam Rooms. Memebership Benefits. Find your nearest gym.

  2. 2
    PureGym™ Near Me - Get 50% Off & £0 Joining Fee https://www.puregym.com

    Get 50% Off Your First Month with Code 'SAVEHALF'. Hurry, Offer Ends Soon! Weights Lifted, Mood Shifted. 50% Off Your First Month & £0 Joining Fee...

  3. 3
    24/7 access from £15.99 https://www.thegymgroup.com › stafford

    Affordable, No Contract Gym — For every group there's The Gym Group. Get 24/7 access from £24.99 with no contract. For every group there's The Gym Group. Join your local gym today. Open 24/7. Free parking.

  4. 4
    Village Gym | Pool, Sauna & Steam Room https://www.villagegym.co.uk

    Get set for the social season with cutting-edge kit, killer classes + a pool to cool down. As a Village member, you can enjoy discounts on hotel breaks...

  5. 5
    Everything You Need is Inside | 100% Flexible Contract https://www.virginactive.co.uk

    For the great days, the get-out-of-your-head days, and everything in between.

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In the competitive world of fitness, Nuffield Health emphasizes holistic wellness with all-inclusive memberships, while PureGym entices with a 50% discount and no joining fee. The Gym Group offers affordability and 24/7 access, Village Gym combines fitness with social perks, and Virgin Active highlights flexibility and comprehensive offerings.

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