UK Hospitality Museums & Art Galleries - PPC Market Share Analysis March 2026

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

Museums & Art Galleries – UK

Google AI Overview visibility for Hospitality Museums & Art Galleries UK

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 10.2141225879
89.7858774121
10%

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 41
59
41%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 10%
Transactional 9%
Navigational 4%
Seasonal 0%
Local 16%
Problem Solving 1%

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Market Exposure

Share of Clicks for top 10 UK Hospitality Museums & Art Galleries brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
getyourguide.com 16.35
viator.com 15.81
tate.org.uk 10.6
nhm.ac.uk 8.5
britishmuseum.org 8.4
headout.com 4.77
vam.ac.uk 4.14
nationalgallery.org.uk 3.34
sciencemuseum.org.uk 3.09
groupon.co.uk 2.8
others 22.2
  • getyourguide.com - 16.35%
  • viator.com - 15.81%
  • tate.org.uk - 10.6%
  • nhm.ac.uk - 8.5%
  • britishmuseum.org - 8.4%
  • headout.com - 4.77%
  • vam.ac.uk - 4.14%
  • nationalgallery.org.uk - 3.34%
  • sciencemuseum.org.uk - 3.09%
  • groupon.co.uk - 2.8%
  • others - 22.2%

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In the competitive landscape of Google’s PPC for hospitality, “others” dominate with 22.2% click share, followed by GetYourGuide.com at 16.35% and Viator.com at 15.81%.

Market Exposure

Share of Spend for the top 10 UK Hospitality Museums & Art Galleries 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date getyourguide.com viator.com headout.com groupon.co.uk nhm.ac.uk klook.com tate.org.uk britishmuseum.org tiqets.com vam.ac.uk
2026/03/01 27.44% 28.06% 5.06% 4.98% 3.79% 0.95% 3.38% 3.08% 3.81% 1.18%
2026/03/02 25.95% 23.37% 8.46% 3.69% 4.76% 1.81% 2.47% 2.76% 3.84% 0.89%
2026/03/03 34.03% 22.75% 7.59% 3.85% 4.84% 1.35% 2.73% 2.2% 2.76% 1.8%
2026/03/04 25.16% 27.86% 7.71% 3.57% 4.1% 1.32% 3.12% 2.9% 1.99% 2.48%
2026/03/05 26.04% 26.61% 7.98% 4.29% 5.4% 0.98% 3.91% 3.11% 2.98% 2.22%
2026/03/06 21.78% 25.3% 10.29% 3.89% 4.39% 1.14% 4.32% 3.67% 3.25% 2.78%
2026/03/07 22.84% 27.13% 8.33% 4.45% 5.69% 1.78% 4.61% 3.15% 2.66% 1.63%
2026/03/08 21.23% 23.7% 9.08% 3.84% 5.66% 1.66% 4.91% 2.47% 3.81% 1.18%
2026/03/09 23.88% 26.86% 8.78% 3.8% 2.04% 2.39% 4.52% 5.91% 2.23% 1.13%
2026/03/10 24.9% 30.6% 7.53% 5.79% 3.71% 0.82% 3.34% 2.64% 1.7% 2.17%
2026/03/11 25.9% 26.37% 8.2% 4.86% 4.4% 2.42% 3.5% 1.7% 2.19% 1.46%
2026/03/12 24.86% 26.9% 5.23% 7.49% 3.76% 1.06% 6.22% 2.94% 1.68% 2.62%
2026/03/13 28.54% 22.66% 6.92% 7.02% 3.85% 1.25% 2.71% 2% 1.5% 2.01%
2026/03/14 21.57% 26.2% 7.41% 7.22% 5.59% 2.89% 3.56% 2.9% 1.66% 2.05%
2026/03/15 26.75% 24.75% 7.26% 6.34% 4.02% 1.85% 3.93% 3.01% 2.73% 1.28%
2026/03/16 24.35% 28.26% 7.73% 6.01% 2.96% 2.18% 3.51% 2.42% 2.75% 2.11%
2026/03/17 21.99% 27.17% 8.55% 6.55% 3.21% 3.29% 2.86% 2.79% 1.53% 1.65%
2026/03/18 23.18% 27.31% 5.16% 5.65% 3.94% 1.16% 2.75% 3.53% 1.72% 2.33%
2026/03/19 23.58% 26.19% 7.36% 4.24% 4.88% 2.17% 4.56% 3.24% 2.07% 2.2%
2026/03/20 25.6% 25.86% 8.04% 4.53% 3.8% 3.23% 1.95% 3.68% 1.69% 2.39%
2026/03/21 19.63% 22.88% 6.72% 4.74% 7.69% 1.5% 4.8% 4.44% 2.11% 1.88%
2026/03/22 26.02% 25.46% 5.43% 6.65% 5.56% 4.07% 4.27% 2.97% 0.93% 1.34%
2026/03/23 24.59% 27.65% 9.42% 4.67% 2.57% 4.2% 2.34% 2.8% 0.89% 1.34%
2026/03/24 21.92% 27.1% 8.53% 6.54% 3.2% 3.51% 2.85% 2.78% 1.52% 1.65%
2026/03/25 23.69% 24.84% 6.41% 4.73% 7.73% 3.4% 3.55% 3.36% 1.12% 2.26%
2026/03/26 24.6% 25.99% 7.84% 3.43% 6.47% 2.51% 3.11% 3.18% 2.43% 1.98%
2026/03/27 23.53% 24.73% 9.17% 2.52% 6.8% 0.96% 4.15% 3.13% 2.83% 1.61%
2026/03/28 20.86% 21.84% 9.32% 3.85% 7.42% 2.91% 4.2% 4.04% 2.03% 2.41%
2026/03/29 22.22% 22.2% 7.55% 4.52% 7.67% 2.3% 3.93% 2.51% 1.79% 2.91%
2026/03/30 23.8% 26.73% 6.95% 8.01% 4.12% 2.97% 3.27% 2.03% 1.56% 1.78%
2026/03/31 25.84% 23.94% 8.46% 5.11% 4.84% 2.84% 2.67% 2.64% 1.98% 1.29%
  • getyourguide.com
  • viator.com
  • headout.com
  • groupon.co.uk
  • nhm.ac.uk
  • klook.com
  • tate.org.uk
  • britishmuseum.org
  • tiqets.com
  • vam.ac.uk

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In March 2026, GetYourGuide and Viator dominated PPC spend, with GetYourGuide peaking at 34.03% on March 3rd. Viator’s highest was 30.60% on March 10th. Headout and Groupon showed moderate fluctuations, while NHM and Klook had varied trends. The month ended with GetYourGuide at 25.84% and Viator at 23.94%.

Market Exposure

Competitor Count for UK Hospitality Museums & Art Galleries

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/03/01 129
2026/03/02 136
2026/03/03 138
2026/03/04 133
2026/03/05 132
2026/03/06 130
2026/03/07 134
2026/03/08 135
2026/03/09 134
2026/03/10 136
2026/03/11 142
2026/03/12 142
2026/03/13 144
2026/03/14 138
2026/03/15 146
2026/03/16 142
2026/03/17 141
2026/03/18 131
2026/03/19 142
2026/03/20 137
2026/03/21 143
2026/03/22 135
2026/03/23 143
2026/03/24 141
2026/03/25 138
2026/03/26 133
2026/03/27 139
2026/03/28 146
2026/03/29 141
2026/03/30 130
2026/03/31 137

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March saw a dynamic shift in advertisers, starting at 129 and peaking at 146 mid-month. The month concluded with a stable 137, reflecting a vibrant advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for UK Hospitality Museums & Art Galleries

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
nhm.ac.uk 1.51%
viator.com 0.79%
hrp.org.uk 0.65%
klook.com 0.55%
getyourguide.com 0.44%
londonmuseum.org.uk -0.18%
vam.ac.uk -0.35%
tiqets.com -0.39%
headout.com -0.52%
tate.org.uk -2.99%

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The Natural History Museum surged with a 1.51% click share increase, while Tate saw a decline of 2.99%.

Campaign Efficiency

UK Hospitality Museums & Art Galleries Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date viator.com getyourguide.com headout.com groupon.co.uk klook.com nhm.ac.uk tate.org.uk tiqets.com britishmuseum.org vam.ac.uk
2026/03/01 25.36% 23.74% 7.31% 3.92% 1.56% 3.47% 3.74% 5.04% 2.61% 2%
2026/03/02 25.45% 26.97% 7.99% 3.77% 1.99% 3.59% 2.36% 3.49% 2.2% 1.36%
2026/03/03 24.71% 30.55% 7.83% 2.96% 1.95% 4.15% 2.77% 3.27% 1.9% 1.98%
2026/03/04 26.42% 25.32% 8.93% 2.53% 1.42% 3.38% 3.27% 2.69% 2.42% 2.58%
2026/03/05 25.4% 23.96% 8.31% 3.87% 2.14% 4.55% 4.21% 3.46% 2.73% 2.6%
2026/03/06 28.32% 23% 8.7% 4.39% 2.1% 3.11% 3.85% 3.01% 2.72% 2.09%
2026/03/07 24.39% 23.75% 7.62% 3.43% 2.08% 4.79% 5.05% 3.05% 2.81% 2.17%
2026/03/08 24.99% 21.88% 8.89% 3.62% 1.92% 4.28% 4.86% 3.33% 1.84% 1.46%
2026/03/09 22.83% 24.5% 8.78% 3.1% 2.25% 2.03% 5.41% 3.3% 5.19% 1.39%
2026/03/10 27.64% 25.61% 8.52% 4.82% 1.27% 2.98% 3.3% 2.47% 2.25% 2.47%
2026/03/11 26.15% 27.39% 8.49% 4.96% 2.44% 3.06% 3.24% 2.44% 1.3% 1.37%
2026/03/12 25.33% 24.48% 7.66% 4.68% 1.7% 2.91% 6.23% 2.89% 2.38% 2.95%
2026/03/13 25.53% 24.86% 8.12% 4.89% 1.94% 3.11% 2.69% 2.13% 1.65% 2.13%
2026/03/14 26.04% 22.03% 7.12% 5.68% 3.46% 4.46% 3.79% 2.15% 2.39% 2.29%
2026/03/15 24.62% 23.65% 8.61% 6.42% 1.91% 3.23% 4.22% 3.32% 2.57% 1.96%
2026/03/16 25.23% 24.83% 8.27% 5.62% 3.3% 2.48% 3.65% 2.97% 2.08% 2.48%
2026/03/17 25.47% 22.72% 8.5% 4.12% 3.73% 2.83% 3.01% 2.27% 2.5% 2.24%
2026/03/18 25.6% 23.81% 6.81% 5.54% 1.78% 2.99% 2.66% 2.42% 2.79% 2.53%
2026/03/19 27.76% 24.12% 7.28% 3.75% 3.17% 3.29% 4.02% 2.22% 2.36% 2.56%
2026/03/20 27.54% 27.18% 7.49% 4.58% 4.06% 2.68% 1.66% 1.99% 2.55% 2.14%
2026/03/21 24.57% 21.1% 6.28% 4.25% 1.99% 5.66% 4.3% 2.7% 3.29% 2.32%
2026/03/22 26.19% 26.21% 5.72% 4.05% 3.97% 4.5% 4.31% 1.47% 2.49% 1.87%
2026/03/23 28.55% 24.64% 8.03% 2.84% 3.91% 2.04% 2.48% 1.54% 2.47% 1.74%
2026/03/24 25.47% 22.72% 8.5% 4.12% 3.73% 2.83% 3.01% 2.27% 2.5% 2.24%
2026/03/25 25.93% 24.61% 6.44% 5.32% 3.1% 5.66% 3.36% 1.57% 2.42% 1.76%
2026/03/26 26.18% 26.01% 7.34% 4.21% 2.56% 4.8% 2.48% 2.45% 2.39% 1.69%
2026/03/27 26.28% 24.36% 8.5% 2.87% 1.45% 4.93% 3.49% 3.02% 2.38% 1.47%
2026/03/28 25.08% 22.79% 6.82% 4.8% 2.82% 5.44% 3.99% 2.08% 3.11% 2.63%
2026/03/29 25.63% 22.94% 7.16% 4.86% 3.21% 5.4% 3.57% 1.78% 1.81% 2.6%
2026/03/30 26.27% 23.92% 7.67% 6.54% 4.56% 3.29% 3.4% 1.71% 1.54% 1.32%
2026/03/31 27.75% 25.93% 7.88% 5.58% 3.78% 3.27% 2.43% 2.01% 1.88% 1.03%
  • viator.com
  • getyourguide.com
  • headout.com
  • groupon.co.uk
  • klook.com
  • nhm.ac.uk
  • tate.org.uk
  • tiqets.com
  • britishmuseum.org
  • vam.ac.uk

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In March 2026, Viator.com led with fluctuating impressions, peaking at 28.55%. GetYourGuide.com followed, showing a notable rise to 30.55% early in the month. Headout.com maintained a steady presence, while Groupon.co.uk saw a mid-month surge. Klook.com and NHM.ac.uk experienced varied trends, with Klook.com peaking at 4.56%. Tate.org.uk and Tiqets.com had modest shares, and BritishMuseum.org and VAM.ac.uk remained stable. The month concluded with Viator.com at 27.75%, maintaining its lead.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Hospitality Museums & Art Galleries

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for UK Hospitality Museums & Art Galleries - Last month
  1. 1
    Victoria and Albert Museum | Art UK https://www.artuk.org

    Bring Art Into Your Life. Every Purchase Helps Local Museums And Galleries. Find Your Favourite Artwork on the Art UK Shop. An Online Home For The UK's Art Collection. Art Topics. Artworks. Art Stories. Artists. Services: Artwork Collections...

  2. 2
    Blenheim Palace https://www.blenheimpalace.com

    Britain's Greatest Palace — Enjoy year-round access to Blenheim Palace, Parkland, and our incredible Adventure Play. The Palace & Play Tickets include free access to events, exhibitions and Adventure Play. Historic House.

  3. 3
    Imperial War Museums https://www.iwm.org.uk

    Remembering the End of WWII — Created by IWM, students & SODA graduates, our 2 minute film reflects on the end of WWII. Consider the events leading to the end of WWII, told through experiences of those there.

  4. 4
    Tower of London Entry Tickets https://www.london-tickets.co.uk › tower-of-london

    Tickets Available For Same Day — Bundle your Tower of London tickets with popular London attractions and save up to 10%. Explore the iconic Tower of London & Crown Jewels at your...

  5. 5
    Victoria & Albert Museum https://www.vam.ac.uk

    V&A Exhibitions & Events — Discover our programme of major exhibitions & exciting new developments coming to the V&A. Explore our miles of galleries or dip into the exciting array of exhibitions & displays. Talks. Courses.

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In the realm of Google’s PPC, the top-performing ads weave a tapestry of cultural allure. Art UK champions local museums, blending art with commerce. Blenheim Palace invites exploration of Britain’s grandeur. Imperial War Museums reflect on history’s pivotal moments. The Tower of London offers bundled adventures, while the V&A Museum showcases dynamic exhibitions. Each ad tells a unique story, enticing audiences with heritage, history, and art.

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