UK Travel Travel Technology - PPC Market Share Analysis February 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.

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	9.91705829883
	90.0829417012

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	21
	79

21%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	11%
Transactional	3%
Navigational	4%
Seasonal	2%
Local	0%
Problem Solving	10%

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	92.47
booking.com	1.26
flight-fare.com	0.82
rome2rio.com	0.67
cheapflights.co.uk	0.56
kayak.co.uk	0.5
britishairways.com	0.36
thetrainline.com	0.35
wegotravel.co.uk	0.34
opodo.co.uk	0.26
others	2.41

skyscanner.net - 92.47%
booking.com - 1.26%
flight-fare.com - 0.82%
rome2rio.com - 0.67%
cheapflights.co.uk - 0.56%
kayak.co.uk - 0.5%
britishairways.com - 0.36%
thetrainline.com - 0.35%
wegotravel.co.uk - 0.34%
opodo.co.uk - 0.26%
others - 2.41%

Skyscanner.net dominates with 92.47% click share, overshadowing others. Booking.com follows at 1.26%, while ‘others’ collectively hold 2.41%.

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	skyscanner.net	flight-fare.com	britishairways.com	cheapflights.co.uk	kayak.co.uk	booking.com	lodgify.com	hotels.com	opodo.co.uk	bestflightsprices.com
2026/02/01	80.92%	0.89%	0.05%	1%	1.07%	4.94%	1.7%	0.78%	0.63%	0%
2026/02/02	72.93%	1%	0.02%	0.83%	1.52%	6.97%	1.89%	0.92%	0.3%	0.01%
2026/02/03	58.69%	3.28%	0.05%	2.61%	3.25%	14.42%	2.2%	0.69%	0.33%	0%
2026/02/04	86.44%	0.97%	0.01%	0.77%	1.36%	6.17%	0.43%	0.21%	0.4%	0.01%
2026/02/05	84.17%	1.23%	0.02%	0.58%	1.77%	8.2%	0.5%	0.18%	0.86%	0%
2026/02/06	73.97%	2.72%	0.02%	0.97%	0.83%	13.17%	0.5%	0.28%	1.36%	0%
2026/02/07	76.84%	2.97%	0.02%	1.88%	1.38%	7.63%	0.76%	0.57%	0.32%	0%
2026/02/08	29.44%	3.5%	0.13%	6.1%	4.62%	19.42%	5.72%	1.94%	0.84%	0.1%
2026/02/09	59.54%	1.98%	0%	6.79%	3.61%	7.18%	2.41%	0.8%	3.49%	0.01%
2026/02/10	74.76%	0.57%	0.04%	4.41%	2.65%	4.76%	1.62%	0.68%	2%	0.04%
2026/02/11	67.36%	1.48%	0.01%	2.3%	1.13%	8.24%	3.48%	1.18%	0.34%	0.04%
2026/02/12	71.59%	1.28%	0.01%	2.99%	1.86%	6.97%	2.65%	1.01%	0.36%	0.04%
2026/02/13	73.75%	2.71%	0.02%	0.97%	0.83%	13.13%	0.5%	0.28%	1.36%	0%
2026/02/14	76.75%	2.97%	0.02%	1.88%	1.38%	7.62%	0.75%	0.57%	0.32%	0%
2026/02/15	29.43%	3.5%	0.13%	6.11%	4.62%	19.42%	5.72%	1.94%	0.84%	0.1%
2026/02/16	58.7%	1.96%	0%	7.93%	3.56%	7.08%	2.38%	0.78%	3.44%	0.01%
2026/02/17	66.49%	6.49%	0.04%	5.5%	2.55%	6.28%	2.37%	0.55%	0.12%	0.01%
2026/02/18	79.54%	2.68%	0.02%	1.39%	1.7%	3.28%	1.8%	0.71%	0.22%	0%
2026/02/19	77.34%	1.47%	0.04%	1.71%	1.94%	4.41%	2.24%	1.03%	1.29%	0.03%
2026/02/20	83.25%	1.58%	0.07%	0.74%	1.92%	3.61%	1.54%	0.8%	0.13%	0.01%
2026/02/21	68.76%	1.86%	0.12%	2.65%	4.96%	5.01%	1.82%	1.33%	0.21%	0%
2026/02/22	81.91%	1.17%	0.09%	3.19%	2.8%	2.62%	1.03%	0.68%	0.06%	0.02%
2026/02/23	78.71%	0.78%	0.03%	1.19%	1.11%	3%	0.53%	0.26%	0.1%	11.41%
2026/02/24	91.18%	0.44%	0.02%	0.94%	1.31%	2.53%	0.41%	0.23%	0.34%	0%
2026/02/25	82.9%	0.74%	0.01%	1.53%	1.91%	4.57%	1.05%	0.55%	0.4%	0.02%
2026/02/26	50.94%	17.53%	9.76%	2.49%	2.9%	2.95%	1.92%	1.03%	2.05%	0%
2026/02/27	72.83%	1.52%	0.04%	6.1%	1.86%	4.3%	2.43%	0.96%	0.56%	0.01%
2026/02/28	44.33%	27.97%	12.34%	3.14%	1.88%	1.8%	1.22%	0.52%	0.34%	0.3%

skyscanner.net
flight-fare.com
britishairways.com
cheapflights.co.uk
kayak.co.uk
booking.com
lodgify.com
hotels.com
opodo.co.uk
bestflightsprices.com

Skyscanner.net dominated February with fluctuating spend, peaking at 91.18 on the 24th. Flight-fare.com surged on the 28th, reaching 27.97. Britishairways.com saw a notable spike on the 28th at 12.34. The month concluded with diverse spend patterns across advertisers.

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
2026/02/01	112
2026/02/02	119
2026/02/03	120
2026/02/04	128
2026/02/05	127
2026/02/06	129
2026/02/07	117
2026/02/08	126
2026/02/09	122
2026/02/10	118
2026/02/11	123
2026/02/12	113
2026/02/13	129
2026/02/14	117
2026/02/15	126
2026/02/16	122
2026/02/17	103
2026/02/18	108
2026/02/19	115
2026/02/20	107
2026/02/21	109
2026/02/22	113
2026/02/23	122
2026/02/24	115
2026/02/25	115
2026/02/26	116
2026/02/27	101
2026/02/28	107

February saw a dynamic shift in distinct advertisers, peaking at 129 on the 6th and 13th, before closing at 107.

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
britishairways.com	0.79%
flight-fare.com	0.7%
bestflightsprices.com	0.45%
cheapflights.co.uk	0.29%
kayak.co.uk	0.15%
esky.co.uk	-0.1%
opodo.co.uk	-0.1%
rome2rio.com	-0.24%
booking.com	-0.69%
skyscanner.net	-1.53%

Skyscanner.net saw a significant drop of 1.53%, while BritishAirways.com gained 0.79%. Flight-fare.com and Bestflightsprices.com also experienced positive growth.

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	skyscanner.net	flight-fare.com	britishairways.com	cheapflights.co.uk	save70.com	kayak.co.uk	bestflightsprices.com	booking.com	opodo.co.uk	farecompare.com
2026/02/01	80.12%	1.38%	0.03%	0.95%	0.3%	1.26%	0%	4.95%	0.89%	0.09%
2026/02/02	62.98%	1.57%	0.08%	3.01%	0.66%	3.09%	0.02%	10.32%	0.42%	0.3%
2026/02/03	46.59%	6.77%	0.09%	2.88%	1.12%	3.9%	0%	20.07%	0.33%	0.01%
2026/02/04	77.86%	1.88%	0.02%	1.95%	0.45%	2.12%	0.01%	10.1%	0.83%	0.03%
2026/02/05	74.89%	2.54%	0.01%	1.15%	0.7%	2.47%	0.17%	12.9%	1.3%	0.01%
2026/02/06	62.27%	4.91%	0.02%	1.27%	0.35%	1.26%	0.01%	18.79%	1.88%	0.3%
2026/02/07	68.64%	5.98%	0.02%	3.22%	0.63%	1.95%	0%	9.85%	0.4%	0.04%
2026/02/08	29.82%	6.84%	0.19%	6.94%	2.01%	4.53%	0.13%	18.44%	0.84%	0.54%
2026/02/09	52%	3.2%	0%	9.31%	0.74%	3.83%	0.02%	7.51%	6.59%	2.47%
2026/02/10	64.01%	2.3%	0.02%	9.18%	0.81%	3.74%	0.06%	5.1%	4.37%	0.17%
2026/02/11	63.24%	3.3%	0.01%	5.58%	0.11%	2.56%	0.06%	8.4%	0.45%	0.12%
2026/02/12	68.19%	3.61%	0.02%	2.39%	0.13%	2.64%	0.07%	7.46%	0.43%	0.05%
2026/02/13	62.27%	4.91%	0.02%	1.27%	0.35%	1.26%	0.01%	18.79%	1.88%	0.3%
2026/02/14	68.64%	5.98%	0.02%	3.22%	0.63%	1.95%	0%	9.85%	0.4%	0.04%
2026/02/15	29.82%	6.84%	0.19%	6.94%	2.01%	4.53%	0.13%	18.44%	0.84%	0.54%
2026/02/16	52%	3.2%	0%	9.31%	0.74%	3.83%	0.02%	7.51%	6.59%	2.47%
2026/02/17	56.66%	9.63%	0.04%	10.96%	0.83%	3.48%	0.01%	7.76%	0.15%	0.09%
2026/02/18	73.09%	5.22%	0.02%	4%	1.06%	2.11%	0%	3.48%	0.29%	0.32%
2026/02/19	73.28%	2.54%	0.06%	1.51%	0.24%	3%	0.08%	4.31%	2.88%	1.13%
2026/02/20	78.87%	2.86%	0.06%	2.4%	0.17%	2.8%	0.01%	3.61%	0.16%	0.03%
2026/02/21	59.33%	4.51%	0.09%	7.92%	1.77%	7.1%	0%	4.01%	0.21%	0.03%
2026/02/22	76.85%	2.03%	0.09%	4.11%	0.36%	4.22%	0.05%	2.36%	0.08%	0.6%
2026/02/23	71.08%	1.69%	0.02%	1.79%	0.09%	1.45%	8.67%	3.29%	0.11%	8.64%
2026/02/24	86.85%	0.94%	0.02%	1.75%	0.45%	2.08%	0%	3.78%	0.63%	0.02%
2026/02/25	77.03%	1.29%	0.04%	4.04%	0.54%	3.02%	0.04%	5.66%	0.57%	0.08%
2026/02/26	50.96%	16.28%	14.65%	3.28%	0.14%	3.23%	0%	1.68%	1.74%	0.05%
2026/02/27	68.73%	4.23%	0.06%	6.24%	0.49%	3.32%	0.02%	3.63%	0.81%	0.16%
2026/02/28	33.48%	22.02%	13.42%	9.06%	7.15%	1.48%	0.84%	0.77%	0.26%	0.07%

skyscanner.net
flight-fare.com
britishairways.com
cheapflights.co.uk
save70.com
kayak.co.uk
bestflightsprices.com
booking.com
opodo.co.uk
farecompare.com

Skyscanner.net dominated February with fluctuating impressions, peaking at 86.85% on the 24th. Flight-fare.com surged to 22.02% on the 28th. Britishairways.com saw a spike to 14.65% on the 26th. The month ended with diverse shifts across advertisers.

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
Last Minute Flight Deals - Discounted Flight Deals - Flights https://www.bestflightsprices.com
Cheap Last Minute Plane Trips — For a Quick, Easy Flight Search Experience, Visit Best Flights...
2
Book Direct, No Hidden Charges - British Airways Official Site https://www.britishairways.com
Book direct & save. Let us make every journey as special as you are. Experience world class service and renowned hospitality with no hidden charges. 200+ Destinations. BA Official Site. World Class Service. Award Winning Service. 24-hour Helpline.
3
Google flights https://www.farecompare.com
The Cheapest Flights Tickets — Compare Cheapest Flight Ticket Deals of 2026 & Find the Best Price. Book and Save Upto 30%
4
Google flights https://www.pricenfly.com
Flights up to -60% Google Flights: search, compare and find discounted fares. Get the cheapest deal now! Looking for the...
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...

In the competitive world of travel PPC, “Best Flights Prices” entices with last-minute deals, while “British Airways” emphasizes direct booking and transparency. “FareCompare” and “PricenFly” focus on cost savings, and “Skyscanner” offers comprehensive search capabilities, catering to diverse traveler needs.

Frequently Asked Questions

Why is the UK Travel Travel Technology February 2026 Report useful and how should I use it?

Why is the UK Travel Travel Technology 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 Travel Travel Technology 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 Travel Travel Technology 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 Travel Travel Technology February 2026 Report?

The UK Travel Travel Technology 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.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

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

The UK Travel Travel Technology 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.

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

Get the full picture

See this data specific to your brand performance

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 Travel Travel Technology UK

AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 UK Travel Travel Technology brands

Share of Spend for the top 10 UK Travel Travel Technology brands

Competitor Count for UK Travel Travel Technology

Market Loss & Market Gains for UK Travel Travel Technology

UK Travel Travel Technology Share of Impressions

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

Frequently Asked Questions

Why is the UK Travel Travel Technology February 2026 Report useful and how should I use it?

Why is the UK Travel Travel Technology February 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Travel Travel Technology February 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Travel Travel Technology February 2026 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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