UK Hospitality Customer Services - PPC Market Share Analysis October 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.

Customer Services – UK

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 43.5542481398
56.4457518602
43%

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 30
70
30%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 2%
Transactional 1%
Navigational 22%
Seasonal 0%
Local 8%
Problem Solving 0%

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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 54.27
premierinn.com 15.19
hotels.com 7.84
travelodge.co.uk 5.26
ihg.com 4.38
marriott.com 3.41
britanniahotels.com 1.67
leedsbradfordairport.co.uk 1.07
accor.com 0.82
guestreservations.com 0.76
others 5.33
  • booking.com - 54.27%
  • premierinn.com - 15.19%
  • hotels.com - 7.84%
  • travelodge.co.uk - 5.26%
  • ihg.com - 4.38%
  • marriott.com - 3.41%
  • britanniahotels.com - 1.67%
  • leedsbradfordairport.co.uk - 1.07%
  • accor.com - 0.82%
  • guestreservations.com - 0.76%
  • others - 5.33%

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Booking.com dominates with 54.27% click share, overshadowing Premier Inn’s 15.19%. Others collectively hold 5.33%, while Hotels.com captures 7.84%.

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 hotels.com travelodge.co.uk ihg.com marriott.com lastminute.com britanniahotels.com fourseasons.com guestreservations.com
2026/10/01 62.57% 12.34% 5.1% 4.43% 4.63% 4.15% 0.24% 1.62% 0.86% 0.75%
2026/10/02 59.7% 12.43% 6.73% 6.3% 4.48% 4.68% 0.34% 0.8% 0.74% 0.88%
2026/10/03 63.15% 14.09% 5.63% 6.57% 3.95% 3.07% 0.21% 0% 0.64% 0.52%
2026/10/04 61.42% 11.92% 7.45% 5.6% 5.35% 3.35% 0.18% 0.69% 1.1% 0.45%
2026/10/05 56.41% 13.89% 6.79% 6.54% 4.75% 4.18% 0.41% 1.02% 0.59% 0.82%
2026/10/06 60.73% 13.62% 3.66% 5.6% 6.95% 3.1% 0.25% 0.75% 1.11% 0.64%
2026/10/07 60.22% 10.99% 9.62% 4.7% 5.94% 2.87% 0.39% 0.74% 1% 0.54%
2026/10/08 56.79% 14.06% 4.96% 4.42% 8.19% 5.3% 0.68% 0.89% 0.66% 0.43%
2026/10/09 47.85% 14.45% 8.54% 4.61% 6.5% 4.52% 0.58% 2.36% 1.22% 1.52%
2026/10/10 51.8% 16.12% 4.2% 5.26% 8.25% 5.71% 0.7% 1.25% 1.17% 0.86%
2026/10/11 54.89% 13.32% 3.54% 4.38% 8% 4.86% 0.64% 2.4% 1.26% 0.76%
2026/10/12 49.89% 16.61% 6.3% 5.83% 6.58% 5.28% 0.78% 2.29% 1.06% 0.94%
2026/10/13 54.78% 13.72% 5.17% 5.49% 6.61% 4.36% 0.97% 2.62% 0.47% 1%
2026/10/14 46.8% 13.83% 9.1% 6.05% 8.8% 6.24% 1.32% 1.42% 0.86% 1.23%
2026/10/15 54.38% 12.3% 7.73% 5.99% 5.25% 4.56% 0.59% 2.14% 0.36% 1.11%
2026/10/16 47.91% 12.86% 8.45% 6.66% 7.41% 5.32% 0.59% 1.92% 1.32% 1.76%
2026/10/17 50.73% 11.24% 10.55% 5.99% 9.95% 4.98% 0.48% 0.88% 0.66% 0.53%
2026/10/18 50.39% 11.98% 10.38% 6.59% 10.7% 4.2% 0.3% 1.18% 0.57% 0.51%
2026/10/19 49.86% 12.82% 10.96% 7.03% 7.95% 4.91% 0.41% 1.27% 0.71% 0.68%
2026/10/20 52.2% 13.12% 11.73% 5.02% 8.23% 4.75% 0.23% 1.17% 0.16% 0.48%
2026/10/21 52.76% 13.39% 12.34% 6.14% 5.61% 4.06% 0.48% 1.24% 0.28% 0.73%
2026/10/22 50.66% 13.89% 12.62% 5.62% 7.03% 2.67% 0.83% 1.58% 0.46% 0.66%
2026/10/23 50.43% 14.02% 8.63% 6.78% 7.14% 5.13% 0.45% 1.52% 1.18% 0.44%
2026/10/24 47.43% 15.87% 7.52% 7.99% 6.32% 4.47% 1.57% 1.13% 1.01% 1.11%
2026/10/25 43.11% 15.47% 9% 7.84% 7.33% 4.28% 1.94% 1.5% 1.88% 1.55%
2026/10/26 44.91% 15.32% 8.87% 6.25% 6.77% 4.81% 2.72% 1.77% 0.86% 1.27%
2026/10/27 54.58% 11.37% 7.78% 4.4% 6.48% 5.65% 0.67% 1.43% 0.58% 1.24%
2026/10/28 47.02% 14.42% 12.52% 5.14% 6.17% 4.39% 0.8% 2.4% 0.79% 1.13%
2026/10/29 53.03% 11.8% 7.78% 5.55% 7.26% 5.9% 1.09% 1.57% 1.08% 1.06%
2026/10/30 51.69% 10.97% 9.2% 5.38% 6.78% 5.41% 0.56% 1.97% 1.2% 1.77%
2026/10/31 53.91% 11.89% 10.75% 6.27% 5.75% 5.09% 1.22% 0.62% 0.46% 0.26%
  • booking.com
  • premierinn.com
  • hotels.com
  • travelodge.co.uk
  • ihg.com
  • marriott.com
  • lastminute.com
  • britanniahotels.com
  • fourseasons.com
  • guestreservations.com

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In October 2026, Booking.com led PPC spend, peaking early, then fluctuating. PremierInn.com and Hotels.com showed steady growth, while Travelodge.co.uk and IHG.com had moderate increases. Lastminute.com and Britanniahotels.com saw varied trends. The month ended with Booking.com maintaining dominance.

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
2026/10/01 38
2026/10/02 40
2026/10/03 37
2026/10/04 39
2026/10/05 43
2026/10/06 37
2026/10/07 40
2026/10/08 42
2026/10/09 46
2026/10/10 44
2026/10/11 45
2026/10/12 45
2026/10/13 44
2026/10/14 44
2026/10/15 50
2026/10/16 48
2026/10/17 49
2026/10/18 41
2026/10/19 41
2026/10/20 43
2026/10/21 39
2026/10/22 43
2026/10/23 43
2026/10/24 47
2026/10/25 56
2026/10/26 55
2026/10/27 53
2026/10/28 57
2026/10/29 47
2026/10/30 57
2026/10/31 50

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October saw a dynamic shift in advertisers, starting at 38 and peaking at 57. Mid-month fluctuations stabilized, ending with a strong presence of 50 advertisers.

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
hotels.com 2.88%
premierinn.com 0.9%
travelodge.co.uk 0.53%
ihg.com 0.48%
lastminute.com 0.4%
h10hotels.com -0.11%
marriott.com -0.16%
radissonhotels.com -0.18%
hotelsone.com -0.39%
booking.com -5.11%

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Hotels.com surged with a 2.88% click share increase, while Booking.com faced a significant 5.11% 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 hotels.com travelodge.co.uk ihg.com marriott.com lastminute.com fourseasons.com britanniahotels.com guestreservations.com
2026/10/01 56.89% 14.25% 5.95% 5.51% 6.75% 2.54% 0.29% 1.01% 1.33% 1.38%
2026/10/02 54.69% 13.57% 8.02% 7.73% 6.49% 2.63% 0.46% 0.8% 0.67% 1.36%
2026/10/03 57.4% 15.77% 6.49% 8.49% 5.64% 1.6% 0.27% 0.9% 0% 0.74%
2026/10/04 56.41% 13.02% 8.93% 6.91% 7.57% 1.63% 0.19% 1.31% 0.56% 0.63%
2026/10/05 51% 15.31% 7.72% 7.94% 6.86% 1.98% 0.43% 0.75% 0.86% 1.19%
2026/10/06 54.88% 15.22% 4.11% 6.7% 9.42% 1.72% 0.4% 1.44% 0.63% 1.19%
2026/10/07 53.36% 12.15% 11.25% 5.86% 8.3% 2.35% 0.37% 1.18% 0.62% 0.93%
2026/10/08 50.82% 15.6% 5.93% 5.47% 11.25% 2.46% 0.87% 0.83% 0.63% 0.7%
2026/10/09 43.85% 15.23% 9.52% 5.39% 8.98% 2.39% 0.67% 1.42% 1.71% 2.25%
2026/10/10 46.41% 17.3% 5.23% 6.46% 9.66% 3.99% 0.92% 1.63% 1.04% 1.22%
2026/10/11 49.96% 14.1% 3.8% 5.31% 10.19% 2.99% 0.86% 1.73% 2% 1.29%
2026/10/12 45.14% 17.37% 6.74% 6.93% 8.57% 3.87% 1.02% 1.28% 1.75% 1.39%
2026/10/13 49.01% 14.4% 6.04% 6.4% 8.75% 3.2% 1.43% 0.59% 1.97% 1.47%
2026/10/14 40.94% 14.87% 10.78% 7.11% 11.46% 3.58% 1.37% 1.09% 1.21% 1.96%
2026/10/15 48.23% 13.69% 8.73% 7.21% 7.46% 3.07% 0.68% 0.48% 1.67% 1.88%
2026/10/16 43.03% 14.15% 8.66% 7.81% 9.62% 2.77% 0.6% 1.47% 1.42% 2.66%
2026/10/17 46.45% 12.49% 10.86% 7.41% 12.32% 2.57% 0.6% 0.85% 0.79% 0.78%
2026/10/18 43.78% 13.69% 12.42% 8.04% 13.07% 1.88% 0.31% 0.78% 1.01% 0.76%
2026/10/19 43.5% 14.16% 11.99% 8.55% 10.16% 2.92% 0.63% 0.94% 1.04% 1.14%
2026/10/20 45.76% 14.59% 13.13% 6.44% 11.46% 2.56% 0.26% 0.21% 0.95% 0.84%
2026/10/21 47.33% 14.51% 13.36% 7.69% 7.56% 2.14% 0.85% 0.4% 1.05% 1.26%
2026/10/22 44.03% 15.49% 14.05% 6.74% 9.09% 1.19% 1.09% 0.56% 1.28% 1.09%
2026/10/23 44.45% 15.6% 9.55% 8.38% 9.44% 2.48% 0.59% 1.37% 1.26% 1.1%
2026/10/24 42.27% 16% 8.62% 9.37% 8.29% 2.39% 2.13% 1.28% 0.87% 1.79%
2026/10/25 39.37% 15.61% 9.64% 8.99% 8.92% 2.29% 2.3% 2.26% 1.19% 2.7%
2026/10/26 42.06% 15.11% 9.56% 7.2% 9.21% 2.52% 2.96% 1.07% 1.37% 2.05%
2026/10/27 47.44% 12.16% 8.9% 5.51% 9.18% 3.98% 1.04% 0.79% 1.11% 1.97%
2026/10/28 42.61% 13.99% 14.56% 5.96% 8.19% 2.17% 1.35% 0.92% 1.83% 1.78%
2026/10/29 46.15% 12.23% 9.53% 6.81% 10.1% 3.98% 1.81% 1.37% 1.31% 1.85%
2026/10/30 44.44% 11.53% 10.94% 6.58% 9.24% 3.38% 0.95% 1.58% 1.54% 2.94%
2026/10/31 49.45% 12.97% 10.74% 8.07% 7.93% 3.21% 1.76% 0.61% 0.49% 0.38%
  • booking.com
  • premierinn.com
  • hotels.com
  • travelodge.co.uk
  • ihg.com
  • marriott.com
  • lastminute.com
  • fourseasons.com
  • britanniahotels.com
  • guestreservations.com

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In October 2026, Booking.com led with fluctuating impressions, peaking early and stabilizing at 49.45%. PremierInn.com maintained a steady presence, while Hotels.com and Travelodge.co.uk showed varied trends. The month concluded with Booking.com regaining strength.

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. 1
    Crieff Hydro Hotels http://www.booking.com

    Great Rates, No Booking Fees — Book at Crieff Hydro, Crieff. Best Price Guarantee. Book at Crieff Hydro, Crieff. No Reservation Costs. Great Rates. Great Choice. Great Availability. Hotels. Special Offers. Read Real Guest Reviews. We...

  2. 2
    Crieff Hydro Hotel - Discover Comfort & Style in 2026 https://uk.hotels.com

    Check Out What Users Loved About This Hotel. Book the Room that Best Suits Your Needs.

  3. 3
    London Stansted Airport Hotels - IHG® Hotels & Resorts https://www.ihg.com › londonstansted › hotels

    Leading Global Hotel Company With 21 Brands And Over 7,000+ Hotels and Resorts Worldwide

  4. 4
    Premier Inn Edinburgh deals | Save up to £100 this autumn https://www.lastminute.com › hotel › deals

    Book your stay at Premier Inn Edinburgh with lastminute.com. Your dream accommodation in instalments, zero interest. Book at lastminute.com and save. Insurance. Flight+hotel in one click.

  5. 5
    Premier Inn Official Site - Book Direct For Lowest Prices https://www.premierinn.com

    Book Your Premier Inn Now. Get Better Sleep For Your Money.

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In the competitive landscape of Google PPC, five top-performing ads stand out. Booking.com entices with no booking fees and a best price guarantee at Crieff Hydro. Hotels.com highlights user-loved comfort and style for 2026. IHG showcases its global reach with 21 brands. Lastminute.com offers savings at Premier Inn Edinburgh, while Premier Inn’s official site promises the lowest prices and better sleep. Each ad uniquely appeals to travelers seeking value, comfort, and convenience.

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