UK Travel Travel Technology - PPC Market Share Analysis September 2026

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

Travel Technology – UK

Google AI Overview visibility for Travel Travel Technology 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 21.4838740003
78.5161259997
21%

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 11
89
11%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 1%
Transactional 2%
Navigational 44%
Seasonal 0%
Local 0%
Problem Solving 5%

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Market Exposure

Share of Clicks for top 10 UK Travel Travel Technology 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
skyscanner.net 73.22
kayak.co.uk 7.25
cheapflights.co.uk 4.16
booking.com 3.99
britishairways.com 2.93
laterooms.com 1.24
rome2rio.com 1.04
ebay.co.uk 0.94
flight-fare.com 0.93
esky.co.uk 0.75
others 3.55
  • skyscanner.net - 73.22%
  • kayak.co.uk - 7.25%
  • cheapflights.co.uk - 4.16%
  • booking.com - 3.99%
  • britishairways.com - 2.93%
  • laterooms.com - 1.24%
  • rome2rio.com - 1.04%
  • ebay.co.uk - 0.94%
  • flight-fare.com - 0.93%
  • esky.co.uk - 0.75%
  • others - 3.55%

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Skyscanner.net dominates with 73.22% click share, overshadowing others like Kayak.co.uk at 7.25%. “Others” collectively hold 3.55%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Travel Travel Technology 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 cheapflights.co.uk booking.com kayak.co.uk britishairways.com skyscanner.net esky.co.uk laterooms.com flight-fare.com ebay.co.uk lastminute.com
2026/09/01 3.48% 21.27% 21.53% 0.05% 49.56% 0.1% 0% 0.24% 0.18% 0%
2026/09/02 3.95% 21.56% 30.11% 16.99% 10.55% 0.82% 0% 8.61% 1.08% 0.17%
2026/09/03 11.34% 16.93% 25.1% 0.39% 10.46% 0.52% 0% 2.31% 2.8% 1.28%
2026/09/04 7.49% 10.02% 54.78% 0.14% 6.96% 1.08% 0% 0.67% 2.92% 4.35%
2026/09/05 7.44% 10.81% 46.41% 0.02% 9.75% 1.91% 0% 0.17% 3.01% 4.89%
2026/09/06 54.25% 4.85% 20.98% 0.06% 8.76% 0.18% 0% 0.33% 1.4% 1.9%
2026/09/07 56.65% 3.63% 24.13% 0.04% 6.42% 0.18% 0% 0.16% 1.15% 0.88%
2026/09/08 6.59% 3.75% 42.91% 0.1% 24.24% 0.87% 0% 0.28% 2.11% 1.98%
2026/09/09 2.46% 1.1% 18.84% 0.1% 64.97% 0.78% 0% 0.21% 1.04% 0.41%
2026/09/10 14.21% 7.44% 22.46% 0.38% 24.99% 0.91% 0% 3.78% 2% 0.41%
2026/09/11 6.3% 6.06% 53.19% 0.05% 10.9% 1.1% 0% 2.11% 1.31% 1.33%
2026/09/12 2.68% 5.3% 7.64% 1.52% 77.83% 0.88% 0% 1.46% 0.18% 0.01%
2026/09/13 2.55% 8.17% 8.61% 4.58% 73.01% 0.59% 0% 0% 0.39% 0.01%
2026/09/14 3.23% 3.52% 5.6% 6.91% 73.85% 0.3% 2.44% 0.07% 0.14% 0.02%
2026/09/15 3.15% 19.59% 11.04% 10.35% 36.83% 7.06% 4.9% 0.24% 0.65% 0.24%
2026/09/16 38.51% 14.08% 18.63% 3.57% 9.9% 0.5% 2.81% 3.66% 0.77% 0.61%
2026/09/17 5.03% 27.99% 15.35% 4.25% 18.72% 8.85% 3.24% 5.22% 0.54% 5.42%
2026/09/18 1.89% 4.49% 14.7% 6.72% 60.22% 0.15% 3.85% 0.49% 0.29% 0.47%
2026/09/19 27.47% 3.96% 17.1% 3.1% 38.01% 0.44% 4.03% 0.1% 0.16% 0.69%
2026/09/20 2.31% 41.19% 21.2% 4.47% 14.14% 2.29% 8.38% 0.08% 0.78% 0.3%
2026/09/21 2.51% 27.28% 10.49% 6.88% 19.12% 10.51% 5.15% 9.47% 0.93% 0.46%
2026/09/22 3.57% 41.86% 9.68% 0.08% 17.99% 0.21% 13.04% 4.93% 2.08% 0.23%
2026/09/23 2.4% 45.51% 7.58% 13.98% 9.43% 8.26% 6.42% 0.16% 1.19% 0.31%
2026/09/24 55.05% 1.05% 5.03% 13.23% 6.91% 6.09% 5.26% 1.98% 0.67% 0.26%
2026/09/25 37.7% 5.6% 18.55% 10.06% 17.72% 0.55% 5.52% 0.22% 0.92% 0.18%
2026/09/26 8.59% 26.24% 4.88% 17.87% 11.59% 11.7% 6.74% 5.38% 0.8% 0.71%
2026/09/27 44.77% 5.46% 18.32% 10.9% 5.79% 0.56% 4.61% 4.29% 0.59% 0.14%
2026/09/28 34.46% 20.17% 16.69% 7.46% 7.26% 0.68% 4.19% 0.62% 1.24% 0.52%
2026/09/29 54.9% 8.46% 12.13% 10.55% 3.2% 0.03% 3.41% 0.32% 0.42% 0.42%
2026/09/30 29% 18.4% 13.77% 9.67% 8.73% 6.98% 3.59% 2.38% 0.51% 0.48%
  • cheapflights.co.uk
  • booking.com
  • kayak.co.uk
  • britishairways.com
  • skyscanner.net
  • esky.co.uk
  • laterooms.com
  • flight-fare.com
  • ebay.co.uk
  • lastminute.com

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In September 2026, Cheapflights.co.uk saw fluctuating PPC spend, peaking at 56.65 on the 7th. Booking.com maintained steady activity, with a notable spike on the 23rd at 45.51. Kayak.co.uk experienced a significant surge on the 4th, reaching 54.78. Britishairways.com had a low start but increased mid-month. Skyscanner.net dominated early September, peaking at 77.83 on the 12th. Esky.co.uk and Laterooms.com showed modest activity, while Flight-fare.com and Ebay.co.uk remained consistent. Lastminute.com had minimal fluctuations, ending the month quietly.

Market Exposure

Competitor Count for UK Travel Travel Technology

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
2026/09/01 91
2026/09/02 89
2026/09/03 83
2026/09/04 90
2026/09/05 95
2026/09/06 97
2026/09/07 100
2026/09/08 99
2026/09/09 100
2026/09/10 95
2026/09/11 102
2026/09/12 97
2026/09/13 90
2026/09/14 93
2026/09/15 93
2026/09/16 93
2026/09/17 98
2026/09/18 97
2026/09/19 94
2026/09/20 87
2026/09/21 95
2026/09/22 95
2026/09/23 88
2026/09/24 101
2026/09/25 89
2026/09/26 95
2026/09/27 97
2026/09/28 93
2026/09/29 88
2026/09/30 90

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September saw fluctuating advertiser numbers, peaking at 102 on the 11th. The month concluded with 90 advertisers, reflecting a dynamic landscape.

Campaign Efficiency

Market Loss & Market Gains for UK Travel Travel Technology

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
booking.com 6.68%
britishairways.com 6.51%
cheapflights.co.uk 5.93%
kayak.co.uk 4.67%
laterooms.com 3.35%
lonelyplanet.com -0.03%
mapsinternational.co.uk -0.05%
skyexpress.gr -0.08%
skyscanner.co.in -0.11%
skyscanner.net -34.78%

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British Airways and Booking.com soared with click share increases of 6.51% and 6.68%, respectively. Skyscanner.net plummeted by 34.78%.

Campaign Efficiency

UK Travel Travel Technology 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 kayak.co.uk booking.com esky.co.uk cheapflights.co.uk britishairways.com skyscanner.net laterooms.com flight-fare.com ebay.co.uk premierinn.com
2026/09/01 30.27% 19.6% 0.23% 6.3% 0.05% 39.76% 0% 0.45% 0.26% 0%
2026/09/02 38.52% 16.03% 0.38% 6.59% 14.3% 7.99% 0% 7.92% 1.67% 0%
2026/09/03 29.75% 16.12% 0.83% 14.37% 0.28% 7.09% 0% 3.53% 3.01% 0%
2026/09/04 55.22% 8.46% 1.67% 9.5% 0.14% 10.69% 0% 1.05% 3.45% 0%
2026/09/05 51.56% 10.44% 4% 9.24% 0.03% 6.59% 0% 0.2% 3.63% 0%
2026/09/06 36.11% 6.65% 0.45% 35.08% 0.04% 8.22% 0% 0.64% 2.65% 0%
2026/09/07 40.69% 4.8% 0.51% 36.13% 0.07% 6.25% 0% 0.54% 2.15% 0%
2026/09/08 51.81% 4.25% 1.02% 9.06% 0.13% 17.41% 0% 0.32% 3.1% 0%
2026/09/09 28.55% 1.24% 1.06% 4.43% 0.11% 52.29% 0% 0.28% 1.72% 0%
2026/09/10 27.96% 4.97% 1.77% 20.01% 0.3% 20.75% 0% 4.22% 3.13% 0%
2026/09/11 58.22% 5.32% 1.8% 7.18% 0.06% 8.29% 0% 2.22% 1.87% 0%
2026/09/12 12.29% 5.72% 2.12% 4.5% 1.57% 69.22% 0% 1.59% 0.33% 0%
2026/09/13 12.51% 8.05% 1.35% 4.62% 4.5% 65.89% 0% 0.06% 0.68% 0%
2026/09/14 8.78% 5.2% 0.66% 5.66% 6.9% 63.19% 3.75% 0.17% 0.23% 1.25%
2026/09/15 13.05% 15.55% 11.47% 4.27% 8.15% 35.42% 5.15% 0.43% 0.82% 2.21%
2026/09/16 28.99% 11.97% 1.21% 27.41% 3.66% 9.59% 3.99% 4.16% 1.41% 2.01%
2026/09/17 16.44% 19.74% 14.27% 6.71% 3.46% 17.02% 3.49% 6.51% 0.84% 1.75%
2026/09/18 15.57% 5.21% 0.26% 2.29% 8.56% 55.62% 4.67% 0.67% 0.37% 1.56%
2026/09/19 27.7% 6.61% 1.11% 15.33% 3.37% 33.54% 5.5% 0.2% 0.25% 0.01%
2026/09/20 21.98% 33.54% 3.49% 2.44% 8.53% 13.31% 11.58% 0.1% 1.46% 0%
2026/09/21 11.22% 20.01% 16.2% 2.88% 7.2% 15.31% 5.9% 11.4% 1.32% 3.94%
2026/09/22 11.73% 35.58% 0.43% 4.8% 0.06% 17.94% 13.81% 6.72% 2.98% 2.12%
2026/09/23 9.47% 34.16% 14.7% 2.71% 14.1% 9.52% 7.69% 0.26% 1.87% 0%
2026/09/24 6.83% 0.77% 14.05% 32.9% 16.78% 7.28% 8.56% 3.63% 1.33% 1.22%
2026/09/25 28.04% 6.54% 1.23% 19.63% 11.89% 19.76% 8.62% 0.32% 1.57% 0.03%
2026/09/26 5.89% 18.68% 19.18% 8.94% 16.6% 10.46% 6.7% 4.6% 1.2% 2.24%
2026/09/27 28.53% 4.5% 1.36% 23.62% 15.83% 6.99% 5.71% 5.73% 1.13% 1.43%
2026/09/28 24.63% 18% 0.72% 16.93% 12.34% 7.18% 6.55% 1.09% 2.4% 4.37%
2026/09/29 20.41% 8.71% 0.09% 29.77% 18.26% 5.71% 5.97% 0.54% 1.07% 2%
2026/09/30 18.76% 16.21% 12.96% 12.7% 12.37% 10.55% 4.99% 3.4% 1.01% 0%
  • kayak.co.uk
  • booking.com
  • esky.co.uk
  • cheapflights.co.uk
  • britishairways.com
  • skyscanner.net
  • laterooms.com
  • flight-fare.com
  • ebay.co.uk
  • premierinn.com

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Kayak.co.uk led September with fluctuating impressions, peaking at 58.22% on the 11th. Booking.com saw a mid-month surge, reaching 35.58% on the 22nd. Skyscanner.net had a notable spike on the 12th at 69.22%. The month ended with diverse shares.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Travel Travel Technology

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 Travel Travel Technology - Last month
  1. 1
    Compare airlines and prices | Booking.com Flights https://www.booking.com

    Book your next flight with us. Easily compare airlines and prices. Book everything you need for your...

  2. 2
    Cheapflights flight search - Find your flight in 5 minutes https://www.cheapflights.co.uk

    Find cheap flights easily. Filter results for your perfect trip. Book now. The flight you want, the price you need. We search, you save. Trusted by 1m+ travellers. Find the right flight. Filter for flight type.

  3. 3
    Scan Cheap Flight Deals | Cheap Flights from the UK https://www.esky.co.uk/

    Find cheap flights fast. Scan, compare, and book today with eSky.co.uk. Scan flights! We offer the best deals on flights worldwide. Book cheap flights Today. Flight radar. Flights - all directions.

  4. 4
    Find cheap flights now - Compare flights for free https://www.kayak.co.uk › flights

    Find cheap flights easily. Filter results for your perfect trip. Book now.

  5. 5
    Skyscanner https://www.skyscanner.net

    Search, Compare and Book Now — Find Flights To Anywhere, Any Time. Your Flight Search Starts Here! Check 1000s Flight Deals Online. Find Cheap Flights with Skyscanner®. Book Now! Cheap Flights Worldwide. Multi-city Search. Hotel Search. Car Hire Search.

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In the competitive world of flight booking, top advertisers like Booking.com, Cheapflights, eSky, Kayak, and Skyscanner captivate with themes of affordability and convenience. Their messaging emphasizes easy comparisons, trusted services, and comprehensive travel solutions, enticing travelers to book seamlessly.

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