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UK Hospitality Museums & Art Galleries - PPC Market Share Analysis July 2026

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

Museums & Art Galleries – UK

Google AI Overview visibility for Hospitality Museums & Art Galleries UK

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

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AIO Frequency

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

Frequency Percentage
Frequency 27.0147997959
72.9852002041
27%

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 40
60
40%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 7%
Transactional 12%
Navigational 5%
Seasonal 0%
Local 14%
Problem Solving 0%

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Market Exposure

Share of Clicks for top 10 UK Hospitality Museums & Art Galleries 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
Share of Clicks - Last month
Domain Share of clicks
viator.com 20.09
getyourguide.com 18.98
headout.com 8.88
tate.org.uk 8.39
britishmuseum.org 4.86
vam.ac.uk 4.56
nhm.ac.uk 4.29
tiqets.com 2.79
hrp.org.uk 2.57
sciencemuseum.org.uk 2.19
others 22.4
  • viator.com - 20.09%
  • getyourguide.com - 18.98%
  • headout.com - 8.88%
  • tate.org.uk - 8.39%
  • britishmuseum.org - 4.86%
  • vam.ac.uk - 4.56%
  • nhm.ac.uk - 4.29%
  • tiqets.com - 2.79%
  • hrp.org.uk - 2.57%
  • sciencemuseum.org.uk - 2.19%
  • others - 22.4%

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google’s PPC for museums and art galleries, Viator leads with 20.09% click share, closely followed by GetYourGuide at 18.98%. Others collectively hold 22.4%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 UK Hospitality Museums & Art Galleries 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
Share of Spend - Last Month
Date getyourguide.com viator.com headout.com tate.org.uk britishmuseum.org goldentours.com nhm.ac.uk tiqets.com groupon.co.uk vam.ac.uk
2026/07/01 24.66% 25.07% 18.15% 3% 0.52% 1.55% 2.18% 4.38% 2.35% 2.69%
2026/07/02 22.87% 24.83% 14.58% 3.51% 0.81% 1.45% 2.83% 4.69% 1.82% 2.22%
2026/07/03 22.96% 24.88% 15.3% 3.92% 0.98% 1.36% 1.94% 5.02% 2.32% 2.72%
2026/07/04 21.38% 23.58% 13.38% 4.85% 1.54% 1.11% 3.99% 3.77% 2.33% 3.24%
2026/07/05 23.07% 23.99% 14.57% 4.15% 1.62% 1.82% 2.72% 4.27% 1.89% 1.85%
2026/07/06 24.4% 25.78% 14.57% 2.95% 0.68% 0.93% 2.61% 4.92% 2.23% 2.84%
2026/07/07 22.9% 24.36% 14.87% 4.16% 1.43% 1% 3.7% 4.08% 1.3% 2.39%
2026/07/08 25.42% 25.85% 14.55% 4.07% 1.36% 1.79% 1.88% 4.35% 1.56% 2.07%
2026/07/09 24.33% 24.67% 16.48% 4.72% 1.59% 1.43% 0.47% 3.44% 1.62% 3.07%
2026/07/10 22.55% 26.81% 12.52% 5.01% 0.62% 1.63% 2.37% 4.16% 1.49% 2.39%
2026/07/11 22.13% 26.78% 12.18% 4.95% 3.02% 1.42% 2.41% 3.25% 1.46% 1.73%
2026/07/12 22.75% 26.53% 12.6% 5.76% 1.83% 1.9% 3.16% 2.9% 0.96% 2.29%
2026/07/13 23.46% 27.29% 13.33% 2.8% 1.4% 1.33% 2.35% 3.45% 1.22% 2.69%
2026/07/14 23.29% 24.05% 10.45% 6.3% 1.95% 1.41% 1.76% 2.61% 1.17% 3.86%
2026/07/15 22.97% 22.31% 9.17% 5.98% 2.66% 1.77% 4.27% 2.55% 1.01% 3.33%
2026/07/16 22.81% 23.71% 9.61% 5.46% 2.05% 3.37% 3.85% 2.76% 1.83% 3.21%
2026/07/17 23.9% 28.72% 11.4% 4.74% 2.1% 2.3% 2.57% 2.57% 1.75% 1.86%
2026/07/18 27.59% 28.26% 10.36% 5.31% 1.74% 1.15% 1.89% 3.89% 0.57% 1.88%
2026/07/19 23.47% 24.18% 10.21% 6.19% 3.38% 1.93% 4.77% 2.76% 0.17% 3.67%
2026/07/20 22.25% 25.91% 11.51% 5.09% 2.58% 2.75% 2.47% 4.17% 1.55% 0.93%
2026/07/21 23.09% 24% 10.45% 6.22% 1.93% 1.45% 1.74% 2.58% 1.16% 3.81%
2026/07/22 23.56% 24.42% 11.63% 5.35% 1.72% 2.02% 3% 2.69% 1.08% 3.56%
2026/07/23 25.97% 24.43% 10.8% 4.86% 2.09% 1.71% 2.37% 3.25% 1.01% 1.36%
2026/07/24 24.38% 25.15% 11.85% 5.87% 1.81% 1.39% 2.18% 3.18% 1.72% 2.47%
2026/07/25 24.63% 24.73% 10.61% 6.37% 2.04% 1.43% 1.88% 2.9% 1.45% 2.11%
2026/07/26 22.09% 23.17% 12.3% 5.03% 2.16% 1.53% 3.21% 2.53% 1.09% 3.59%
2026/07/27 22.24% 23.55% 12.26% 6.43% 2.05% 1.93% 2.46% 2.62% 2.2% 3.16%
2026/07/28 21.62% 22.22% 7.6% 5.86% 2.15% 2.29% 3.16% 3.06% 1.96% 3.11%
2026/07/29 22.96% 25.97% 3.93% 3.18% 2.8% 2.61% 3.38% 3.07% 1.06% 2.37%
2026/07/30 22.7% 22.24% 11.04% 4.47% 3.08% 1.63% 5.31% 3.33% 1.28% 1.68%
2026/07/31 24.84% 22.17% 11.67% 3.94% 3.7% 2.99% 2.89% 2.59% 1.78% 0.76%
  • getyourguide.com
  • viator.com
  • headout.com
  • tate.org.uk
  • britishmuseum.org
  • goldentours.com
  • nhm.ac.uk
  • tiqets.com
  • groupon.co.uk
  • vam.ac.uk

Copyright © Adthena. All rights reserved.

In July 2026, Viator led PPC spend, peaking mid-month. GetYourGuide fluctuated, ending strong. Headout saw a decline, while Tate and British Museum showed steady growth. Golden Tours and NHM had varied trends.

Market Exposure

Competitor Count for UK Hospitality Museums & Art Galleries

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
Competitor Count - Last month
Date Competitor Count
2026/07/01 143
2026/07/02 145
2026/07/03 153
2026/07/04 163
2026/07/05 155
2026/07/06 148
2026/07/07 149
2026/07/08 147
2026/07/09 139
2026/07/10 149
2026/07/11 147
2026/07/12 145
2026/07/13 141
2026/07/14 144
2026/07/15 153
2026/07/16 141
2026/07/17 130
2026/07/18 125
2026/07/19 134
2026/07/20 125
2026/07/21 144
2026/07/22 147
2026/07/23 141
2026/07/24 155
2026/07/25 143
2026/07/26 157
2026/07/27 144
2026/07/28 165
2026/07/29 134
2026/07/30 131
2026/07/31 127

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July saw a dynamic shift in advertisers, peaking at 165 on July 28. The month concluded with a decrease, ending at 127.

Campaign Efficiency

Market Loss & Market Gains for UK Hospitality Museums & Art Galleries

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
Market Loss & Market Gains - Last month
Name Market Trend
britishmuseum.org 1.64%
tate.org.uk 0.85%
iwm.org.uk 0.37%
royalacademy.org.uk 0.23%
goldentours.com 0.21%
vam.ac.uk -0.24%
groupon.co.uk -0.31%
tiqets.com -0.5%
viator.com -1.41%
headout.com -2.24%

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In the past month, britishmuseum.org surged with a 1.64% click share increase, while headout.com faced a significant drop of 2.24%.

Campaign Efficiency

UK Hospitality Museums & Art Galleries 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 getyourguide.com viator.com headout.com goldentours.com tiqets.com hellotickets.com klook.com civitatis.com tate.org.uk vam.ac.uk
2026/07/01 26.24% 28.88% 16.9% 1.68% 5.17% 1.35% 1.21% 1.59% 1.77% 1.86%
2026/07/02 24.74% 27.82% 15.17% 1.66% 5.42% 1.14% 1.26% 1.71% 1.99% 1.5%
2026/07/03 24.58% 27.72% 16.01% 1.49% 5.74% 1.54% 1.72% 1.83% 2.23% 1.85%
2026/07/04 24.04% 25.93% 14.73% 1.27% 4.76% 1.41% 1.23% 1.82% 2.95% 2.41%
2026/07/05 25.46% 26.53% 14.77% 1.85% 5.23% 1.83% 1.77% 2.27% 2.41% 1.34%
2026/07/06 25.25% 28.37% 15.71% 1.05% 5.66% 2.07% 1.95% 2.01% 1.71% 1.97%
2026/07/07 23.87% 27.56% 15.07% 1.37% 5.04% 2.96% 1.75% 1.94% 2.31% 1.71%
2026/07/08 26.65% 28.43% 14.73% 1.58% 5.08% 2.52% 1.54% 1.79% 2.46% 1.61%
2026/07/09 26.54% 28.59% 14.96% 1.49% 3.76% 1.01% 1.81% 2.05% 2.76% 2.09%
2026/07/10 23.86% 29.82% 12.88% 1.84% 4.63% 2.19% 1.63% 1.65% 2.82% 1.7%
2026/07/11 24.13% 29.99% 13.02% 1.65% 3.79% 1.64% 1.97% 1.7% 2.83% 1.18%
2026/07/12 25.04% 29.65% 13.44% 2.34% 3.55% 1.23% 1.46% 1.42% 3.39% 1.65%
2026/07/13 25.11% 30.16% 14.4% 1.65% 3.78% 1.36% 2.25% 1.81% 1.55% 1.8%
2026/07/14 25.37% 27.88% 10.67% 2.1% 2.85% 1.94% 1.41% 1.72% 3.72% 2.74%
2026/07/15 27.16% 25.69% 10.46% 2.01% 3.02% 1.67% 0.36% 1.69% 3.62% 2.42%
2026/07/16 24.3% 28.28% 9.8% 3.48% 3.58% 1.01% 0.64% 1.51% 3.55% 2.41%
2026/07/17 26.45% 32.48% 11.83% 2.19% 2.52% 0.56% 2.41% 1.12% 2.84% 1.32%
2026/07/18 29.05% 31.21% 10.76% 1.64% 4.41% 1.25% 1.61% 1.76% 3% 1.22%
2026/07/19 23.12% 28.36% 11.79% 3.71% 3.2% 0.27% 2.24% 1.44% 3.51% 2.54%
2026/07/20 23.82% 30.16% 10.92% 2.97% 5.19% 1.02% 2.8% 0.96% 3.14% 0.74%
2026/07/21 25.37% 27.88% 10.67% 2.1% 2.85% 1.94% 1.41% 1.72% 3.72% 2.74%
2026/07/22 25.51% 27.74% 13.01% 1.83% 3.6% 0.86% 1.72% 1.55% 3.29% 2.56%
2026/07/23 27.59% 27.47% 10.52% 2.87% 3.41% 1.3% 2.28% 1.92% 2.79% 1.08%
2026/07/24 25.53% 27.5% 12.53% 1.96% 3.4% 1.4% 1.67% 1.49% 3.3% 1.69%
2026/07/25 27.16% 27.85% 10.75% 1.86% 3.48% 1.47% 1.71% 1.83% 3.74% 1.51%
2026/07/26 24.05% 26.02% 11.65% 2.03% 3.54% 1.97% 1.93% 1.34% 2.92% 2.54%
2026/07/27 24.45% 27.38% 12.16% 2.12% 3.14% 2.19% 1.62% 1.21% 3.78% 2.25%
2026/07/28 23.89% 25.58% 7.83% 2.64% 4.21% 3.95% 1.7% 1.7% 3.55% 2.16%
2026/07/29 25.28% 29.47% 3.7% 3.11% 3.5% 4.06% 3.2% 2.11% 1.8% 1.63%
2026/07/30 24.01% 25.43% 12.13% 1.81% 3.94% 2.59% 2.11% 2.33% 2.66% 1.25%
2026/07/31 25.97% 24.94% 11.98% 3.65% 3.5% 2.65% 2.49% 2.48% 2.26% 0.53%
  • getyourguide.com
  • viator.com
  • headout.com
  • goldentours.com
  • tiqets.com
  • hellotickets.com
  • klook.com
  • civitatis.com
  • tate.org.uk
  • vam.ac.uk

Copyright © Adthena. All rights reserved.

In July 2026, Viator led with a peak impression share of 32.48% on the 17th. GetYourGuide fluctuated, peaking at 29.05% on the 18th. Headout saw a decline, bottoming at 3.7% on the 29th. The month concluded with Viator maintaining dominance.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Hospitality Museums & Art Galleries

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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Google Text Ad Copy Insights & Creative Trends for UK Hospitality Museums & Art Galleries - Last month
  1. 1
    Tower of London - Tickets and Other Tours | Golden Tours https://www.goldentours.com

    Top-Rated London Tours & Tickets — Quality Experiences at Great Prices.

  2. 2
    The Tower Of London - Official Website https://www.hrp.org.uk

    Get Up Close To The Imperial State Crown, Worn At The End Of The Coronation Ceremony.

  3. 3
    Tower Of London Entry https://www.london-tickets.co.uk › tower-of-london

    Last Minute Tickets Available — Free cancellation & full refund with 24/7 customer support. Selling out quickly, book now. Read real...

  4. 4
    Madame Tussauds London tickets | musement https://www.musement.com

    Buy your Madame Tussauds London tickets and get up close to all your favorite celebrities. See everyone from the Royals to Darth Vader to Usain Bolt.

  5. 5
    Tower Of London - Book Tower Of London Tickets https://www.viator.com › tours-&-tickets › tower-of-london

    Best Things to Do in 2026 in London. Free Cancellation & Full Refund Available.

Copyright © Adthena. All rights reserved.

In the competitive realm of PPC ads, Golden Tours and HRP.org.uk captivate with their focus on quality experiences and historical allure. Meanwhile, London-tickets.co.uk and Viator emphasize flexibility with last-minute bookings and free cancellations. Musement stands out by offering celebrity encounters at Madame Tussauds.

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