UK Hospitality Customer Services - PPC Market Share Analysis February 2026

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

Google AI Overview visibility for Hospitality Customer Services 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	2.86632767079
	97.1336723292

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	49
	51

49%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	6%
Transactional	14%
Navigational	6%
Seasonal	0%
Local	22%
Problem Solving	9%

Market Exposure

Share of Clicks for top 10 UK Hospitality Customer Services 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
booking.com	59.52
premierinn.com	13.02
travelodge.co.uk	5.87
hotels.com	5.27
marriott.com	2.95
accor.com	1.83
ihg.com	1.45
h10hotels.com	1.29
guestreservations.com	0.95
riu.com	0.81
others	7.04

booking.com - 59.52%
premierinn.com - 13.02%
travelodge.co.uk - 5.87%
hotels.com - 5.27%
marriott.com - 2.95%
accor.com - 1.83%
ihg.com - 1.45%
h10hotels.com - 1.29%
guestreservations.com - 0.95%
riu.com - 0.81%
others - 7.04%

In the competitive landscape of Google PPC, Booking.com dominates with a 59.52% click share. PremierInn.com follows at 13.02%, while ‘others’ collectively hold 7.04%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 UK Hospitality Customer Services 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	booking.com	premierinn.com	travelodge.co.uk	hotels.com	marriott.com	ihg.com	accor.com	guestreservations.com	h10hotels.com	riu.com
2026/02/01	61.21%	9.32%	6.32%	8.47%	3.24%	2.76%	0.36%	0.35%	0.67%	0.62%
2026/02/02	61.97%	10.07%	6.92%	7.63%	2.72%	2.93%	0.53%	0.65%	0.41%	0.73%
2026/02/03	62.67%	10.19%	5.85%	5.84%	2.19%	3.27%	0.77%	0.9%	0.51%	0.89%
2026/02/04	57.95%	10.45%	6.3%	7.71%	3.28%	3.69%	0.83%	1.37%	0.74%	0.97%
2026/02/05	57.92%	10.34%	7.94%	6.06%	2.96%	3.72%	0.98%	1.55%	0.96%	1.14%
2026/02/06	55.93%	12.33%	8.25%	6.83%	3.1%	2.97%	0.72%	0.94%	1.14%	1.12%
2026/02/07	61.21%	12.07%	6.6%	5.27%	3.47%	2.75%	0.8%	0.52%	0.71%	0.9%
2026/02/08	61.78%	11.76%	6.67%	5.39%	2.82%	2.3%	0.93%	0.35%	0.88%	1.15%
2026/02/09	60.41%	12.02%	7.64%	3.88%	3.65%	1.69%	0.63%	1.01%	0.93%	1.03%
2026/02/10	61.26%	9.78%	7.61%	4.17%	3.4%	1.6%	1.22%	1.24%	1.23%	0.74%
2026/02/11	58.31%	9.98%	6.73%	6.54%	3.43%	2.02%	1.38%	1.3%	1.16%	0.57%
2026/02/12	60.96%	12.82%	7.13%	3.66%	3.34%	2.23%	1.43%	1.6%	0.61%	0.74%
2026/02/13	55.74%	12.29%	8.22%	6.81%	3.09%	2.96%	0.72%	0.99%	1.14%	1.11%
2026/02/14	60.68%	11.96%	6.54%	5.23%	3.44%	2.74%	0.81%	0.51%	0.71%	0.89%
2026/02/15	61.63%	11.73%	6.66%	5.38%	2.81%	2.29%	0.93%	0.35%	0.88%	1.15%
2026/02/16	60.37%	12.01%	7.64%	3.88%	3.65%	1.69%	0.63%	1.01%	0.93%	1.03%
2026/02/17	64.41%	12.21%	7.36%	5.79%	2.84%	1.4%	0.75%	0.69%	0.34%	0.31%
2026/02/18	61.22%	14.77%	7.65%	2.66%	2.72%	1.01%	1.57%	1.6%	0.52%	0.73%
2026/02/19	56.45%	13.57%	6.28%	2.59%	2.66%	1.67%	1.44%	2.03%	0.86%	1.22%
2026/02/20	60.46%	13.57%	7.98%	2.53%	2.24%	2.06%	1.37%	1.79%	1.19%	0.59%
2026/02/21	62.37%	12.72%	6.79%	4.04%	2.61%	1.99%	1.47%	0.73%	0.82%	0.48%
2026/02/22	59.47%	12.52%	6.21%	4.46%	2.54%	1.99%	1.29%	2.06%	0.73%	0.43%
2026/02/23	56.28%	14.94%	6.89%	3.55%	1.9%	2.01%	1.28%	2.36%	1.17%	0.6%
2026/02/24	56.83%	13.8%	5.66%	3.94%	1.68%	2.09%	1.36%	3.48%	0.81%	0.87%
2026/02/25	53.93%	12.73%	6.29%	7.39%	2.41%	2.92%	1.48%	3.61%	0.89%	0.57%
2026/02/26	58.03%	14.21%	6.55%	6.26%	1.59%	2.23%	1.93%	2.83%	0.76%	0.65%
2026/02/27	59.25%	14%	6.14%	6.32%	1.53%	1.68%	1.45%	1.55%	0.85%	0.45%
2026/02/28	59.94%	12.75%	7.68%	6.13%	1.56%	1.52%	1.4%	1.12%	0.93%	0.57%

booking.com
premierinn.com
travelodge.co.uk
hotels.com
marriott.com
ihg.com
accor.com
guestreservations.com
h10hotels.com
riu.com

In February 2026, Booking.com maintained a dominant presence, peaking at 64.41% on the 17th. PremierInn.com saw a notable rise, reaching 14.94% on the 23rd. Travelodge.co.uk and Hotels.com experienced fluctuations, while Marriott.com and IHG.com showed a downward trend. Accor.com and GuestReservations.com had modest gains, with H10Hotels.com and Riu.com remaining stable. The month concluded with Booking.com leading, followed by PremierInn.com.

Market Exposure

Competitor Count for UK Hospitality Customer Services

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
2026/02/01	99
2026/02/02	93
2026/02/03	106
2026/02/04	112
2026/02/05	100
2026/02/06	101
2026/02/07	107
2026/02/08	107
2026/02/09	105
2026/02/10	112
2026/02/11	111
2026/02/12	102
2026/02/13	101
2026/02/14	107
2026/02/15	107
2026/02/16	105
2026/02/17	93
2026/02/18	102
2026/02/19	110
2026/02/20	97
2026/02/21	97
2026/02/22	110
2026/02/23	113
2026/02/24	119
2026/02/25	109
2026/02/26	117
2026/02/27	104
2026/02/28	105

February saw a dynamic shift in distinct advertisers, starting at 99 and peaking at 119. The month concluded with a stable 105, reflecting a vibrant advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for UK Hospitality Customer Services

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
premierinn.com	3.08%
guestreservations.com	0.61%
accor.com	0.52%
hotelscombined.co.uk	0.32%
fairmont.com	0.25%
travelodge.co.uk	-0.21%
ihg.com	-0.32%
marriott.com	-0.84%
hotels.com	-1.41%
booking.com	-1.97%

Premierinn.com surged with a 3.08% increase, while booking.com dropped by 1.97%. Guestreservations.com rose by 0.61%, contrasting hotels.com’s 1.41% decline.

Campaign Efficiency

UK Hospitality Customer Services 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	booking.com	premierinn.com	travelodge.co.uk	hotels.com	ihg.com	guestreservations.com	accor.com	marriott.com	h10hotels.com	fourseasons.com
2026/02/01	58.77%	9.51%	8.1%	9.22%	2.48%	0.37%	0.45%	2.51%	0.58%	2.07%
2026/02/02	59.23%	10.67%	8.84%	7.99%	2.88%	0.83%	0.6%	1.94%	0.42%	0.69%
2026/02/03	59.21%	10.62%	7.26%	6.41%	3.42%	1.3%	1.05%	1.65%	0.51%	0.86%
2026/02/04	54.16%	10.59%	7.88%	8.83%	3.66%	1.72%	0.91%	2.55%	0.68%	0.95%
2026/02/05	54.59%	10.86%	9.63%	6.62%	3.84%	1.89%	1.17%	2.18%	0.91%	0.69%
2026/02/06	52.7%	12.83%	9.6%	7.45%	2.89%	1.06%	0.68%	2.58%	1.08%	1.71%
2026/02/07	58.24%	12.19%	7.99%	5.67%	2.84%	0.54%	0.86%	2.72%	0.69%	1.35%
2026/02/08	59.18%	12.14%	8.2%	6.06%	2.2%	0.43%	1%	2.04%	0.87%	0.58%
2026/02/09	58.62%	12.19%	9.1%	4.54%	1.58%	1.21%	0.76%	2.87%	1.03%	1.04%
2026/02/10	58.59%	10.36%	9.29%	4.71%	1.44%	1.62%	1.37%	2.65%	1.19%	1.25%
2026/02/11	56.26%	10.32%	8.08%	6.92%	2%	1.47%	1.55%	2.72%	1.07%	1.13%
2026/02/12	58.12%	13.43%	8.76%	3.61%	2.26%	2.13%	1.8%	2.53%	0.56%	1.2%
2026/02/13	52.7%	12.83%	9.6%	7.45%	2.89%	1.06%	0.68%	2.58%	1.08%	1.71%
2026/02/14	58.24%	12.19%	7.99%	5.67%	2.84%	0.54%	0.86%	2.72%	0.69%	1.35%
2026/02/15	59.18%	12.14%	8.2%	6.06%	2.2%	0.43%	1%	2.04%	0.87%	0.58%
2026/02/16	58.62%	12.19%	9.1%	4.54%	1.58%	1.21%	0.76%	2.87%	1.03%	1.04%
2026/02/17	61.65%	12.85%	9.1%	5.58%	1.4%	0.92%	0.78%	2.73%	0.33%	0.23%
2026/02/18	58.21%	15.32%	9.37%	2.48%	0.94%	2.1%	1.84%	2.28%	0.51%	0.6%
2026/02/19	53.88%	14.12%	7.4%	2.41%	1.72%	2.41%	1.64%	2.2%	0.79%	1.12%
2026/02/20	56.8%	14.04%	9.72%	3.03%	2.15%	2.18%	1.74%	1.82%	1.16%	0.57%
2026/02/21	59.64%	13.16%	8.63%	4%	2.21%	0.96%	1.64%	1.96%	0.84%	0.6%
2026/02/22	56.17%	13.08%	7.73%	5.05%	2.21%	2.44%	1.62%	1.84%	0.69%	0.94%
2026/02/23	52.62%	15.43%	8.26%	4.06%	2.26%	2.85%	1.44%	1.6%	1.07%	1.23%
2026/02/24	53.18%	14.5%	6.82%	4.18%	2.47%	4.29%	1.48%	1.35%	0.77%	1.19%
2026/02/25	50.31%	12.95%	7.57%	8.38%	3.11%	4.52%	1.43%	2.02%	0.89%	0.63%
2026/02/26	54.41%	14.77%	7.98%	6.99%	2.39%	3.51%	2.05%	1.24%	0.73%	0.41%
2026/02/27	55.78%	14.61%	7.76%	7.03%	1.86%	2.07%	1.48%	1.02%	0.7%	0.56%
2026/02/28	57.26%	13.21%	9.41%	6.59%	1.65%	1.42%	1.39%	1.05%	0.93%	0.38%

booking.com
premierinn.com
travelodge.co.uk
hotels.com
ihg.com
guestreservations.com
accor.com
marriott.com
h10hotels.com
fourseasons.com

In February 2026, Booking.com maintained dominance, peaking at 61.65% on the 17th. Premier Inn saw a steady rise, reaching 15.43% on the 23rd. Travelodge and Hotels.com fluctuated, while IHG and Guest Reservations experienced minor shifts. The month concluded with Booking.com leading, followed by Premier Inn.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Hospitality Customer Services

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 Customer Services - Last month

1
St Giles London Hotel http://www.booking.com › st_giles_hotel › london
Best Price Guarantee — Book at the St Giles Hotel, London. No Reservation Costs. Great Rates.
2
The Savoy Hotel London https://www.fairmont.com
Official Site — Experience Our Luxury Hotel With Breathtaking London Views & Spacious Accommodations. Enjoy...
3
Park Lane, London https://www.ihg.com
Book Park Lane Hotel London — Experience modern luxury, at one of the top Park Lane hotels in London, UK. Book directly for our...
4
Strand Palace Hotel - Stay In The Heart Of London https://www.strandpalacehotel.co.uk
In the vibrant heart of the city, amongst the buzz of the famous Covent Garden & West End.
5
Rooms In Edinburgh | Cheap Hotel Rooms https://www.travelodge.co.uk › edinburgh › hotels
Great Value In A Perfect Location. Book Direct On Our Website! Stay With Travelodge For Great...

In the bustling world of London’s hospitality, Booking.com entices with a “Best Price Guarantee” at St Giles Hotel, while Fairmont’s Savoy Hotel promises luxury and breathtaking views. IHG’s Park Lane Hotel offers modern luxury, and Strand Palace Hotel highlights its vibrant Covent Garden location. Travelodge, though focused on Edinburgh, emphasizes value and location.

Frequently Asked Questions

Why is the UK Hospitality Customer Services February 2026 Report useful and how should I use it?

Why is the UK Hospitality Customer Services February 2026 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 Hospitality Customer Services February 2026 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 Hospitality Customer Services February 2026 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 Hospitality Customer Services February 2026 Report?

The UK Hospitality Customer Services February 2026 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.

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Does this include mobile, desktop and Google Shopping data?

Yes. The UK Hospitality Customer Services February 2026 Report aggregates data from across both device types and Google Shopping.
Who is this UK Hospitality Customer Services February 2026 Report for?

The UK Hospitality Customer Services February 2026 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.

Complete the form below to get started.
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.

Learn more about Ask Arlo.

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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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Google AI Overview visibility for Hospitality Customer Services UK

AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 UK Hospitality Customer Services brands

Share of Spend for the top 10 UK Hospitality Customer Services brands

Competitor Count for UK Hospitality Customer Services

Market Loss & Market Gains for UK Hospitality Customer Services

UK Hospitality Customer Services Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Hospitality Customer Services

Frequently Asked Questions

Why is the UK Hospitality Customer Services February 2026 Report useful and how should I use it?

Why is the UK Hospitality Customer Services February 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Hospitality Customer Services February 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Hospitality Customer Services February 2026 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Get the full picture

See this data specific to your brand performance

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