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UK Hospitality Events & Conferences - PPC Market Share Analysis May 2026

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

Events & Conferences – UK

Google AI Overview visibility for Hospitality Events & Conferences 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 23.521353267
76.478646733
23%

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 50
50
50%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 19%
Transactional 3%
Navigational 0%
Seasonal 4%
Local 26%
Problem Solving 2%

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Market Exposure

Share of Clicks for top 10 UK Hospitality Events & Conferences 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
virginexperiencedays.co.uk 28.74
royalalberthall.com 13.2
getyourguide.com 12.98
viator.com 9.57
headout.com 6.69
barbican.org.uk 5.04
groupon.co.uk 3.17
wmc.org.uk 1.92
stubhub.co.uk 1.62
southbankcentre.co.uk 1.42
others 15.65
  • virginexperiencedays.co.uk - 28.74%
  • royalalberthall.com - 13.2%
  • getyourguide.com - 12.98%
  • viator.com - 9.57%
  • headout.com - 6.69%
  • barbican.org.uk - 5.04%
  • groupon.co.uk - 3.17%
  • wmc.org.uk - 1.92%
  • stubhub.co.uk - 1.62%
  • southbankcentre.co.uk - 1.42%
  • others - 15.65%

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC for hospitality and events, Virgin Experience Days leads with 28.74% click share. Others collectively hold 15.65%, while Royal Albert Hall captures 13.2%, showcasing diverse advertiser presence.

Market Exposure

Share of Spend for the top 10 UK Hospitality Events & Conferences 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 virginexperiencedays.co.uk getyourguide.com viator.com headout.com viagogo.co.uk royalalberthall.com groupon.co.uk southbankcentre.co.uk cheltenhamfestivals.org ihg.com
2026/05/01 15.72% 15.94% 18.24% 13.28% 0.65% 1.38% 4.2% 4.06% 0% 5.34%
2026/05/02 13.75% 12.45% 24.49% 15.98% 1.46% 3.1% 2.21% 4.92% 4.21% 0.36%
2026/05/03 13.61% 17.21% 19.48% 12.4% 0.57% 4.75% 9.41% 3% 4.9% 0.27%
2026/05/04 7.89% 17.42% 27.92% 10.7% 0.52% 3.01% 4.39% 4.37% 5.08% 0.2%
2026/05/05 11.23% 18.2% 25.15% 12.06% 1.46% 2.48% 5.32% 3.65% 4.76% 1.4%
2026/05/06 11.85% 14.36% 22.01% 7.66% 2.15% 3.5% 7.04% 5.18% 7.36% 0.25%
2026/05/07 13.42% 18.28% 21.33% 11.03% 2.16% 1.44% 11.27% 1.46% 2.99% 0.59%
2026/05/08 10.22% 15.9% 18.27% 13.17% 3.23% 2.48% 4.17% 4.22% 3.7% 1.56%
2026/05/09 10.78% 12.38% 24.04% 15.03% 5.42% 2.72% 1.86% 4.85% 4.04% 0.36%
2026/05/10 5.87% 16.99% 19.2% 11.78% 5.84% 8.38% 8.96% 4.22% 0% 1.28%
2026/05/11 6.17% 18.56% 18.6% 11.22% 3.36% 3.9% 8.52% 3.71% 2.48% 3.08%
2026/05/12 18.69% 14.28% 13.59% 9.85% 2.8% 2.79% 4.49% 3.16% 2.39% 2.59%
2026/05/13 6.39% 17.06% 19.63% 11.92% 3.12% 3.76% 6.94% 3.29% 0% 4.09%
2026/05/14 10.87% 13.93% 15.05% 7.64% 3.44% 3.51% 7.48% 3.53% 4.57% 3.7%
2026/05/15 9.93% 15.71% 18.79% 14.09% 3.14% 2.41% 4.05% 4.1% 3.6% 1.51%
2026/05/16 6.25% 14.95% 12.91% 10.46% 4.26% 1% 8.92% 2.98% 5.15% 5.47%
2026/05/17 5.7% 16.94% 11.99% 8.9% 4.14% 3.59% 7.97% 4.17% 3.2% 5.36%
2026/05/18 12.03% 22.04% 15.32% 11.06% 0.74% 0.43% 6.8% 3.76% 2.88% 2.47%
2026/05/19 9.8% 20.94% 11.96% 11.86% 0.39% 1.31% 12.47% 3.52% 3.61% 2.92%
2026/05/20 10.44% 15.47% 11.68% 6.36% 1.79% 4.67% 6.31% 4.12% 6.36% 3.01%
2026/05/21 18.04% 17.62% 12.1% 12.05% 1.14% 4.14% 5.32% 1.31% 0% 3.65%
2026/05/22 6.15% 22.29% 11.36% 9.11% 2.75% 4.87% 12.32% 2.49% 3.97% 4.15%
2026/05/23 5.03% 16.7% 9.59% 11.49% 5.45% 6.05% 5.84% 2.9% 4.34% 5.48%
2026/05/24 10.91% 13.56% 7.6% 9.31% 5.58% 7.6% 3.63% 2.9% 0% 5.08%
2026/05/25 6.68% 18.5% 11.12% 6.74% 2.37% 6.48% 7.22% 2.47% 2.8% 7.44%
2026/05/26 8.56% 19.36% 12.79% 9.72% 3.4% 5.99% 5.75% 2% 4.46% 5.44%
2026/05/27 13.51% 17.54% 10% 11.24% 6.73% 4.73% 2.7% 1.8% 2.03% 3.6%
2026/05/28 14.44% 18.41% 10.86% 6.83% 8.47% 7.29% 3.35% 2.37% 2.8% 4.09%
2026/05/29 12.54% 15.75% 9.22% 6.89% 5.82% 5.46% 3.46% 1.73% 5.05% 4.93%
2026/05/30 15.01% 11.28% 6.5% 10.58% 5.65% 5.25% 1.71% 2.36% 4.72% 5.82%
2026/05/31 21.09% 10.92% 9.47% 8.86% 7.8% 5.74% 5.03% 2.26% 2.25% 1.38%
  • virginexperiencedays.co.uk
  • getyourguide.com
  • viator.com
  • headout.com
  • viagogo.co.uk
  • royalalberthall.com
  • groupon.co.uk
  • southbankcentre.co.uk
  • cheltenhamfestivals.org
  • ihg.com

Copyright © Adthena. All rights reserved.

In May 2026, Virgin Experience Days saw fluctuating PPC spend, peaking at 21.09% on the 31st. GetYourGuide maintained a steady presence, with a high of 22.29% on the 22nd. Viator led early in the month, reaching 27.92% on the 4th, but declined later. Headout and Viagogo showed moderate activity, while Royal Albert Hall and Groupon had sporadic peaks. Southbank Centre and Cheltenham Festivals had consistent, lower spend. IHG’s spend was minimal, with a slight increase mid-month. The month concluded with Virgin Experience Days leading the spend share.

Market Exposure

Competitor Count for UK Hospitality Events & Conferences

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
2026/05/01 161
2026/05/02 155
2026/05/03 160
2026/05/04 170
2026/05/05 167
2026/05/06 164
2026/05/07 170
2026/05/08 180
2026/05/09 162
2026/05/10 182
2026/05/11 189
2026/05/12 225
2026/05/13 213
2026/05/14 204
2026/05/15 180
2026/05/16 216
2026/05/17 194
2026/05/18 193
2026/05/19 191
2026/05/20 186
2026/05/21 204
2026/05/22 199
2026/05/23 202
2026/05/24 210
2026/05/25 224
2026/05/26 224
2026/05/27 233
2026/05/28 220
2026/05/29 202
2026/05/30 212
2026/05/31 216

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In May 2026, distinct advertisers on Google SERP began at 161, fluctuated, and peaked at 233. The month concluded with 216 advertisers, showcasing dynamic competition.

Campaign Efficiency

Market Loss & Market Gains for UK Hospitality Events & Conferences

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
royalalberthall.com 4.6%
virginexperiencedays.co.uk 1.62%
wmc.org.uk 0.52%
ihg.com 0.36%
viagogo.co.uk 0.34%
klook.com -0.6%
southbankcentre.co.uk -0.63%
headout.com -0.92%
barbican.org.uk -1.28%
viator.com -5.42%

Copyright © Adthena. All rights reserved.

Royalalberthall.com surged with a 4.60% click share increase, while viator.com faced a significant drop of 5.42%. Virginexperiencedays.co.uk also saw a notable rise of 1.62%.

Campaign Efficiency

UK Hospitality Events & Conferences 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 virginexperiencedays.co.uk getyourguide.com viator.com headout.com royalalberthall.com viagogo.co.uk groupon.co.uk tiqets.com hellotickets.com ihg.com
2026/05/01 14.45% 21.57% 21.72% 12.87% 1.34% 0.69% 4.38% 2.44% 2.43% 3.41%
2026/05/02 14.28% 16.08% 24.86% 16.6% 2.83% 1.28% 3.29% 1.66% 1.76% 0.36%
2026/05/03 14.7% 26.24% 20.27% 9.72% 4.9% 0.55% 7.76% 1% 1.34% 0.31%
2026/05/04 8.35% 23.65% 29.92% 10.62% 3.23% 0.5% 3.95% 2.27% 3.09% 0.2%
2026/05/05 10.48% 27.34% 26.8% 11.79% 2.64% 1.2% 4.16% 0.88% 0.97% 0.79%
2026/05/06 11.82% 21.83% 24.39% 6.72% 4.32% 1.88% 6.77% 1.26% 2.12% 0.23%
2026/05/07 13.77% 24.34% 22.22% 10.01% 1.59% 1.81% 9.62% 2.34% 1.17% 0.55%
2026/05/08 10.28% 21.58% 21.84% 12.85% 2.25% 2.08% 4.38% 2.43% 2.63% 1.52%
2026/05/09 11.77% 16.45% 24.91% 15.78% 2.58% 3.68% 2.87% 1.37% 1.54% 0.4%
2026/05/10 6.78% 25.36% 19.79% 8.93% 8.43% 6.3% 7.16% 0.93% 1.43% 0.69%
2026/05/11 6.88% 24.37% 19.98% 10.63% 3.91% 2.31% 8.08% 2.13% 2.01% 1.9%
2026/05/12 18.99% 18.22% 15.05% 11.07% 2.92% 1.81% 5.79% 2.97% 2.39% 1.95%
2026/05/13 6.58% 21.2% 19.83% 12.31% 3.92% 1.6% 6.1% 3.04% 2.59% 3.33%
2026/05/14 9.94% 18.35% 16.78% 8.75% 2.98% 3.35% 8.8% 2.87% 2.59% 3.9%
2026/05/15 10.28% 21.58% 21.84% 12.85% 2.25% 2.08% 4.38% 2.43% 2.63% 1.52%
2026/05/16 6.4% 21.57% 15.04% 11.58% 1.4% 3.01% 9.36% 2.37% 2.09% 3.67%
2026/05/17 5.76% 22.71% 14.03% 8.62% 4.87% 3.09% 8.92% 1.93% 1.17% 4.13%
2026/05/18 12.63% 27.98% 16.44% 10.99% 0.52% 0.87% 6.59% 2.3% 0.72% 1.87%
2026/05/19 10.64% 29.99% 12.66% 10.91% 1.76% 0.34% 10.92% 0.65% 1.67% 1.78%
2026/05/20 11.17% 21.15% 12.3% 6.49% 5.7% 1.56% 6.29% 3.48% 3.19% 2.21%
2026/05/21 19.19% 21.32% 12.81% 11.69% 4.73% 1.07% 6.19% 3.1% 2.16% 2.17%
2026/05/22 5.56% 29.81% 12.99% 10.9% 5.07% 2.08% 11.46% 2.52% 2.57% 2.2%
2026/05/23 5.23% 21.94% 11.1% 12.21% 6.18% 4.57% 6.38% 2.74% 3.8% 3.72%
2026/05/24 12.83% 18.07% 9.16% 9.29% 7.57% 3.8% 4.83% 0.85% 3.73% 3.77%
2026/05/25 6.8% 24.49% 12.16% 8.4% 5.74% 2.22% 6.7% 2.72% 3.42% 4.84%
2026/05/26 7.62% 24.76% 13.72% 9.96% 6.42% 3.15% 5.4% 3.82% 3.56% 3.51%
2026/05/27 13.01% 22.62% 12.26% 11.22% 4.65% 4.97% 3.15% 2.71% 3.87% 2.9%
2026/05/28 15.2% 24.18% 11.74% 8.03% 6.86% 6.22% 3.05% 2.13% 2.73% 3.37%
2026/05/29 12.35% 21.18% 12.06% 8.34% 6.04% 4.32% 4.09% 2.01% 2.97% 3.99%
2026/05/30 14.24% 16.78% 8.79% 13.01% 5.13% 3.88% 2.36% 5.58% 4.03% 4.22%
2026/05/31 22.52% 15.42% 11.19% 8.81% 6.08% 5.48% 5.24% 2.68% 1.95% 1.11%
  • virginexperiencedays.co.uk
  • getyourguide.com
  • viator.com
  • headout.com
  • royalalberthall.com
  • viagogo.co.uk
  • groupon.co.uk
  • tiqets.com
  • hellotickets.com
  • ihg.com

Copyright © Adthena. All rights reserved.

In May 2026, “virginexperiencedays.co.uk” saw fluctuating impressions, peaking at 22.52% on the 31st. “getyourguide.com” maintained strong visibility, peaking at 29.99% on the 19th. “viator.com” had a notable peak on the 4th at 29.92%. “headout.com” and “royalalberthall.com” showed moderate fluctuations. “viagogo.co.uk” and “groupon.co.uk” had lower shares, while “tiqets.com” and “hellotickets.com” remained steady. “ihg.com” had a peak on the 25th at 4.84%. The month ended with diverse visibility across domains.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Hospitality Events & Conferences

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 Events & Conferences - Last month
  1. 1
    Hotels in O2 Arena, London - IHG® Hotels & Resorts https://www.ihg.com

    Book Direct For The Best Price at IHG® Hotels & Resorts in O2 Arena, London

  2. 2
    The O2 Arena Hotels - Hotels Near The O2 Arena https://www.premierinn.com › hotels › london

    Book The O2 Arena Hotels Now. Get Better Sleep For Your Money. Comfy...

  3. 3
    The Sleeping Beauty | Royal Albert Hall | English National Ballet https://www.royalalberthall.com › sleeping-beauty

    For wonder and enchantment, look no further than this classic fairytale ballet. Brimming with beautiful choreography and sumptuous costumes.

  4. 4
    Royal Albert Hall 2026 Tickets | 2026 Concert Tour Dates https://www.viagogo.co.uk

    Tickets On Sale Today And Selling Fast, Secure Your Seats Now. UK Tickets 2026. Compare Prices on the World's Largest Ticket Marketplace. Many People Viewing. Wide Selection. Deals Won't Last Long.

  5. 5
    Virgin Experience Days | Official Site https://www.virginexperiencedays.co.uk

    Thousands Of Unique & Wonderful Experiences Across The UK. There's Something For Everyone. Welcome to the Home of Anti-Ordinary Gifts ...

Copyright © Adthena. All rights reserved.

In the bustling world of hospitality and events, IHG® Hotels & Resorts stands out with its promise of the best price for stays near London’s O2 Arena. Premier Inn echoes this, emphasizing comfort and value. Meanwhile, the Royal Albert Hall captivates with enchanting ballet performances, while Viagogo offers a wide selection of tickets for future events. Virgin Experience Days entices with unique experiences across the UK, ensuring there’s something for everyone.

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