UK Hospitality Museums & Art Galleries - PPC Market Share Analysis May 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 12.0660389676
87.9339610324
12%

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 48
52
48%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 9%
Transactional 13%
Navigational 3%
Seasonal 0%
Local 19%
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
viator.com 15.38
getyourguide.com 14.13
tate.org.uk 11.8
nhm.ac.uk 8.48
britishmuseum.org 7.45
vam.ac.uk 5.08
headout.com 4.84
groupon.co.uk 3.72
hrp.org.uk 3.31
nationalgallery.org.uk 3.02
others 22.79
  • viator.com - 15.38%
  • getyourguide.com - 14.13%
  • tate.org.uk - 11.8%
  • nhm.ac.uk - 8.48%
  • britishmuseum.org - 7.45%
  • vam.ac.uk - 5.08%
  • headout.com - 4.84%
  • groupon.co.uk - 3.72%
  • hrp.org.uk - 3.31%
  • nationalgallery.org.uk - 3.02%
  • others - 22.79%

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In the competitive landscape of Google’s PPC for the hospitality and museums sector, Viator leads with a 15.38% click share. GetYourGuide follows at 14.13%, while Tate captures 11.8%. Notably, ‘others’ collectively hold a significant 22.79%, highlighting diverse competition.

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 viator.com getyourguide.com headout.com groupon.co.uk nhm.ac.uk tiqets.com tate.org.uk britishmuseum.org hrp.org.uk vam.ac.uk
2026/05/01 26.43% 15.96% 12.09% 2.58% 5.97% 1.66% 5.42% 3.78% 2.09% 1.89%
2026/05/02 30.45% 8.4% 9.01% 7.12% 6.14% 2.19% 5.54% 3.98% 1.19% 1.38%
2026/05/03 22.32% 20.1% 8.59% 4.05% 5.54% 1.92% 4.79% 5.36% 2.33% 2.34%
2026/05/04 24.75% 21.98% 9.38% 3.5% 3.69% 1.97% 3.15% 3.49% 2.51% 1.91%
2026/05/05 26.75% 24.04% 9.17% 5.07% 2.77% 1.62% 4.25% 2.99% 1.55% 2.05%
2026/05/06 24.75% 23.71% 9.23% 2.42% 4.95% 1.98% 3.81% 5.05% 2.33% 1.46%
2026/05/07 24% 20.06% 9.29% 1.67% 4.96% 2.43% 5.58% 4.43% 2.57% 2.89%
2026/05/08 27.07% 16.19% 12.07% 2.57% 4.69% 1.66% 4.67% 4.52% 1.72% 2.86%
2026/05/09 28.19% 8.99% 9.55% 5.83% 6.28% 1.84% 4.56% 4.49% 2.44% 2.41%
2026/05/10 22.63% 19.86% 9.51% 3.54% 3.78% 1.75% 4.41% 6.84% 2.6% 2.82%
2026/05/11 23.69% 22.54% 8.4% 5.47% 2.95% 2.62% 3.85% 2.8% 2.55% 3.6%
2026/05/12 22.08% 22.41% 9.47% 6.19% 3.9% 2.63% 4.74% 3.33% 2.36% 3.46%
2026/05/13 20.76% 20.97% 10.2% 5.27% 6.49% 2.68% 4.42% 4.08% 3.04% 3.52%
2026/05/14 18.97% 18.74% 6.46% 5.3% 6.26% 3.04% 5.98% 4.03% 2.79% 5.35%
2026/05/15 26.87% 16.14% 11.99% 2.55% 4.65% 2.03% 4.63% 4.48% 1.7% 2.84%
2026/05/16 21.42% 21.03% 7.66% 4.11% 6.63% 2.87% 5.1% 4.07% 2.68% 4.04%
2026/05/17 21.15% 23.19% 7.16% 5.73% 7.08% 2.31% 5.43% 2.9% 2.06% 2.54%
2026/05/18 24.08% 23.91% 9.38% 7.43% 3.41% 2.13% 3.52% 2.36% 1.53% 4.19%
2026/05/19 21.83% 23.31% 6.74% 8.61% 4.06% 3.31% 4.77% 3.47% 2.24% 3.76%
2026/05/20 23.28% 21.85% 6.28% 5.48% 4.47% 3.54% 5.16% 3.48% 2.41% 3.26%
2026/05/21 19.22% 16.65% 6.88% 7.46% 4.91% 3.97% 4.93% 5.24% 2.91% 3.14%
2026/05/22 19.25% 18.34% 6.44% 4.4% 5.61% 3.83% 5.82% 4.4% 2.31% 5.76%
2026/05/23 19.59% 17.45% 5.61% 6.46% 6.94% 3.71% 5.73% 3.83% 2.25% 5.1%
2026/05/24 16.31% 17.86% 5.11% 4.31% 9.09% 3.67% 6.54% 5.34% 3.46% 3.68%
2026/05/25 20.73% 20.73% 7.03% 5.06% 4.92% 4.06% 5.03% 3.19% 1.58% 4.11%
2026/05/26 21.66% 21.27% 7.53% 5.23% 4.67% 3.37% 3.89% 3.67% 2.42% 3.57%
2026/05/27 20.95% 21.13% 7.55% 5.28% 5.71% 4.04% 4.91% 4.71% 2.02% 5.03%
2026/05/28 21.87% 20.09% 6.75% 4.97% 5.37% 3.94% 5.53% 3.55% 2.38% 4.56%
2026/05/29 21.55% 20.82% 8.85% 2.4% 6.3% 3.99% 5.14% 3.16% 3.23% 5.4%
2026/05/30 21.01% 21.73% 6.9% 4.06% 5.97% 5.39% 4.44% 2.88% 2.82% 3.67%
2026/05/31 22.22% 21.35% 8.05% 6.78% 4.85% 3.97% 3.47% 3.06% 2.9% 2.88%
  • viator.com
  • getyourguide.com
  • headout.com
  • groupon.co.uk
  • nhm.ac.uk
  • tiqets.com
  • tate.org.uk
  • britishmuseum.org
  • hrp.org.uk
  • vam.ac.uk

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Viator.com led May with fluctuating spend, peaking early at 30.45%. GetYourGuide.com saw a mid-month surge, while Headout.com declined steadily. By month’s end, Viator.com maintained dominance, closing at 22.22%.

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
2026/05/01 126
2026/05/02 137
2026/05/03 144
2026/05/04 133
2026/05/05 137
2026/05/06 138
2026/05/07 138
2026/05/08 140
2026/05/09 144
2026/05/10 139
2026/05/11 145
2026/05/12 153
2026/05/13 146
2026/05/14 141
2026/05/15 140
2026/05/16 149
2026/05/17 150
2026/05/18 140
2026/05/19 143
2026/05/20 140
2026/05/21 151
2026/05/22 150
2026/05/23 147
2026/05/24 149
2026/05/25 153
2026/05/26 155
2026/05/27 167
2026/05/28 157
2026/05/29 155
2026/05/30 157
2026/05/31 158

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May saw a dynamic rise in distinct advertisers, starting at 126 and peaking at 167. The month concluded with a strong presence of 158 advertisers.

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
vam.ac.uk 1.43%
tiqets.com 0.94%
groupon.co.uk 0.72%
tate.org.uk 0.68%
titanicbelfast.com 0.42%
getyourguide.com -0.4%
civitatis.com -0.54%
headout.com -0.89%
britishmuseum.org -1.11%
viator.com -2.37%

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In the past month, vam.ac.uk surged with a 1.43% click share increase, while viator.com faced a 2.37% decline.

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 groupon.co.uk headout.com tiqets.com nhm.ac.uk tate.org.uk vam.ac.uk klook.com britishmuseum.org
2026/05/01 29.89% 19.23% 3.28% 11.18% 2.44% 4.55% 4.53% 1.19% 1.85% 1.95%
2026/05/02 33.9% 9.6% 8.78% 8.98% 2.52% 4.17% 4.75% 1% 2.42% 2.16%
2026/05/03 26.14% 23.98% 4.9% 8.66% 2.14% 3.93% 4.04% 1.63% 1.4% 2.93%
2026/05/04 28.66% 25.68% 4.39% 8.33% 2.15% 2.69% 2.66% 1.37% 1.82% 1.82%
2026/05/05 29.35% 26.63% 5.86% 8.56% 1.99% 1.73% 3.36% 1.47% 2.33% 1.5%
2026/05/06 27.61% 27.76% 2.9% 8.47% 2.1% 3.82% 3.18% 0.89% 2.64% 2.62%
2026/05/07 27.28% 23.51% 2.01% 9.19% 3.52% 3.64% 4.58% 1.96% 3.31% 2.39%
2026/05/08 30.61% 19.47% 3.27% 11.16% 2.43% 3.46% 3.59% 1.68% 1.84% 2.34%
2026/05/09 30.88% 10.47% 7.34% 9.47% 2.14% 5.1% 4.3% 1.72% 2.42% 2.48%
2026/05/10 25.49% 23.63% 4.26% 9.42% 1.93% 3.1% 3.79% 1.95% 1.22% 3.58%
2026/05/11 26.48% 25.97% 6.59% 8.01% 2.68% 2.21% 3.14% 2.53% 2.27% 1.54%
2026/05/12 24.75% 25.21% 7.05% 9.33% 2.55% 2.93% 4.67% 2.46% 1.43% 1.81%
2026/05/13 23.39% 25.2% 7.13% 10.26% 2.87% 4.83% 3.66% 2.61% 0.95% 2.23%
2026/05/14 23.12% 23.91% 6.2% 6.85% 3.47% 4.25% 5.22% 3.71% 1.66% 2.16%
2026/05/15 30.61% 19.47% 3.27% 11.16% 2.43% 3.46% 3.59% 1.68% 1.84% 2.34%
2026/05/16 24.12% 24.98% 4.65% 8.65% 3.29% 5.19% 5.07% 3.12% 3.14% 2.24%
2026/05/17 23.46% 26.23% 7.36% 7.88% 2.73% 5.26% 4.81% 1.67% 2.41% 1.58%
2026/05/18 26.64% 26.96% 8.62% 9.51% 2.56% 2.26% 2.99% 3.01% 2.49% 1.25%
2026/05/19 25.51% 26.24% 10.01% 6.9% 3.62% 3.02% 3.98% 2.21% 1.25% 1.81%
2026/05/20 25.58% 24.66% 6.63% 6.48% 4.25% 3.35% 4.6% 2.26% 2.04% 1.9%
2026/05/21 23.21% 20.65% 9.75% 7.18% 4.24% 3.66% 4.24% 1.84% 3.46% 2.74%
2026/05/22 23.13% 22.23% 6.31% 6.87% 4.2% 4.19% 4.95% 4.16% 2.55% 2.4%
2026/05/23 22.97% 20.76% 7.49% 6.1% 4.35% 5.45% 5.5% 3.76% 1.62% 2.12%
2026/05/24 20.19% 23.1% 5.46% 5.63% 4.68% 7.05% 6.07% 2.51% 1.95% 2.9%
2026/05/25 23.26% 24.07% 6.05% 7.55% 4.07% 3.76% 4.68% 3.24% 2.59% 1.77%
2026/05/26 23.9% 25.06% 5.83% 8.33% 3.77% 3.45% 3.54% 2.51% 2.43% 1.89%
2026/05/27 24.85% 24.99% 6.86% 7.78% 4.37% 3.99% 4.2% 3.72% 1.48% 2.45%
2026/05/28 25.77% 23.63% 6.11% 7.09% 5.1% 3.85% 4.71% 3% 1.42% 1.83%
2026/05/29 23.74% 24.11% 3.22% 9.26% 4.83% 4.58% 4.57% 4.16% 1.98% 1.79%
2026/05/30 23.6% 25.02% 5.15% 7.51% 5.78% 4.65% 4.41% 2.59% 1.32% 1.58%
2026/05/31 24.94% 24.15% 8.3% 8.28% 4.4% 3.57% 3.22% 2.24% 1.72% 1.67%
  • viator.com
  • getyourguide.com
  • groupon.co.uk
  • headout.com
  • tiqets.com
  • nhm.ac.uk
  • tate.org.uk
  • vam.ac.uk
  • klook.com
  • britishmuseum.org

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Viator.com led May with fluctuating impressions, peaking early. GetYourGuide.com surged mid-month, while Groupon.co.uk saw a late rise. Headout.com maintained steady growth. Tiqets.com and NHM.ac.uk showed consistent gains. The month ended with diverse performances.

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...

  2. 2
    Madame Tussauds London Tickets & Tours https://www.getyourguide.com

    Book your Madame Tussauds London tickets online. Save time and money with our best price guarantee. Make the most of your visit to London.

  3. 3
    Churchill War Rooms https://www.iwm.org.uk › churchill › war-rooms

    Visit Churchill Museum London — Walk the top-secret corridors of Churchill War Rooms. Book your tickets today. Every ticket includes a free audio guide that will take you...

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

    Tickets Available For Same Day — Explore the iconic Tower of London & Crown Jewels at your own pace. Book your tickets now!

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

    V&A Exhibitions & Events — Welcome to V&A South Kensington, a world of creativity in the heart of London. Discover our programme of major exhibitions & exciting new...

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In the realm of Google PPC, the top-performing ads for the hospitality and museum sector reveal a captivating narrative. Art UK entices with a call to support local museums through art purchases. GetYourGuide offers convenience and savings for Madame Tussauds visitors. The Churchill War Rooms ad invites exploration of historical secrets, while London Tickets promotes the Tower of London’s iconic allure. Lastly, the V&A Museum highlights its creative exhibitions, drawing visitors to South Kensington’s cultural heart. Each ad weaves a unique story, blending art, history, and culture to captivate audiences.

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