UK Hospitality Museums & Art Galleries - PPC Market Share Analysis April 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 7.18472869382
92.8152713062
7%

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 44
56
44%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 9%
Transactional 11%
Navigational 5%
Seasonal 0%
Local 17%
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 17.53
getyourguide.com 15.99
tate.org.uk 11.04
nhm.ac.uk 7.93
britishmuseum.org 7.63
headout.com 4.35
vam.ac.uk 3.75
nationalgallery.org.uk 3.54
groupon.co.uk 3.03
sciencemuseum.org.uk 2.7
others 22.51
  • viator.com - 17.53%
  • getyourguide.com - 15.99%
  • tate.org.uk - 11.04%
  • nhm.ac.uk - 7.93%
  • britishmuseum.org - 7.63%
  • headout.com - 4.35%
  • vam.ac.uk - 3.75%
  • nationalgallery.org.uk - 3.54%
  • groupon.co.uk - 3.03%
  • sciencemuseum.org.uk - 2.7%
  • others - 22.51%

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In the competitive landscape of Google PPC, Viator leads with 17.53% click share, closely followed by GetYourGuide at 15.99%. Meanwhile, ‘others’ collectively hold a significant 22.51%, showcasing 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 tate.org.uk nhm.ac.uk britishmuseum.org tiqets.com nationalgallery.org.uk vam.ac.uk groupon.co.uk
2026/04/01 22.37% 20.67% 7.4% 4.62% 6.28% 2.85% 2.02% 3.24% 2.17% 3.79%
2026/04/02 26.72% 23.84% 6.31% 5.58% 5.16% 2.77% 1.45% 2.7% 2.9% 2.98%
2026/04/03 25.64% 21.7% 6.71% 5.7% 7.64% 2.51% 1.52% 2% 1.81% 5.08%
2026/04/04 19.65% 18.77% 7.6% 6.71% 8.57% 3.57% 1.61% 2.57% 2.34% 2.91%
2026/04/05 23.12% 22.39% 7.32% 4.15% 6.35% 3.41% 1.39% 2.46% 3.59% 3.44%
2026/04/06 23.18% 22.01% 8.09% 4.63% 5.25% 2.95% 2.01% 2.62% 2.82% 4.4%
2026/04/07 26.06% 21.88% 6.91% 2.75% 5.17% 4.09% 1.23% 2.46% 2.87% 3.56%
2026/04/08 26.61% 19.76% 7.63% 3.7% 4.94% 3.42% 1.67% 2.49% 2.48% 3.99%
2026/04/09 24.69% 24.13% 8.29% 4.08% 6.79% 4.72% 1.4% 2.29% 1.27% 3.65%
2026/04/10 24.87% 25.59% 6.92% 2.58% 4.68% 2.1% 2.76% 2.37% 2.53% 4.13%
2026/04/11 24.73% 23.47% 5.82% 4.79% 5.47% 3.07% 1.57% 1.97% 2.54% 5.23%
2026/04/12 22.33% 22.24% 6.02% 4.61% 7.37% 2.81% 1.05% 2.54% 3.11% 5.26%
2026/04/13 24.73% 24.21% 8.86% 3.84% 3.12% 3.45% 2.55% 2.21% 1.74% 4.16%
2026/04/14 26.21% 21.6% 9.2% 2.84% 3.97% 3.37% 2.09% 2.36% 2.29% 3.66%
2026/04/15 24.84% 20.45% 7.85% 3.65% 5.05% 2.5% 2.26% 2.82% 2.7% 4.82%
2026/04/16 26.43% 19.16% 7.69% 4.48% 5.14% 4.29% 2.32% 2.16% 2.48% 4.14%
2026/04/17 26.46% 20.9% 6.44% 4.39% 4.52% 3.83% 2.49% 2.6% 2.45% 4.94%
2026/04/18 26.32% 21.82% 8.64% 2.62% 6.74% 3.97% 2.2% 2.06% 2.31% 3.63%
2026/04/19 22.36% 24.3% 8.53% 3.96% 7.23% 2.63% 1.78% 1.94% 1.77% 4.79%
2026/04/20 27.51% 22.84% 9.29% 4.7% 3.03% 1.97% 1.98% 2% 1.4% 6.02%
2026/04/21 25.74% 24.16% 7.86% 4.16% 5.59% 2.37% 1.37% 2.09% 2.38% 2.88%
2026/04/22 21.18% 23.22% 8.57% 5.62% 3.95% 3.17% 1.14% 2.44% 3.15% 3.54%
2026/04/23 22.72% 24.17% 8.58% 5.53% 5.93% 2.69% 2.5% 2.85% 1.38% 1.68%
2026/04/24 26.52% 16.51% 12.07% 4.12% 5.36% 4.07% 1.75% 2.21% 1.43% 2.56%
2026/04/25 28.59% 7.79% 9.51% 5.6% 7.59% 3.94% 2.28% 2.19% 1.23% 6.21%
2026/04/26 23.32% 21.4% 9.97% 6.45% 5.13% 3.96% 2.34% 1.95% 1.08% 3.91%
2026/04/27 25.12% 22.62% 9.73% 5.94% 3.28% 2.23% 2.13% 2.09% 1.55% 3.71%
2026/04/28 26.32% 23.41% 10.07% 3.64% 3.96% 2.23% 2.01% 2.44% 1.88% 4.77%
2026/04/29 22.42% 22.44% 8.44% 5.87% 6.64% 2.46% 2.35% 2.55% 1.97% 1.98%
2026/04/30 25.15% 22.35% 9.93% 6.45% 3.94% 3.28% 3.05% 1.88% 1.77% 1.64%
  • viator.com
  • getyourguide.com
  • headout.com
  • tate.org.uk
  • nhm.ac.uk
  • britishmuseum.org
  • tiqets.com
  • nationalgallery.org.uk
  • vam.ac.uk
  • groupon.co.uk

Copyright © Adthena. All rights reserved.

Viator.com led April with fluctuating spend, peaking at 28.59%. GetYourGuide.com saw a dip mid-month, while Headout.com surged late April. Tate.org.uk and nhm.ac.uk showed steady growth. April ended with diverse spend patterns.

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
2026/04/01 138
2026/04/02 132
2026/04/03 146
2026/04/04 154
2026/04/05 147
2026/04/06 133
2026/04/07 140
2026/04/08 137
2026/04/09 131
2026/04/10 144
2026/04/11 142
2026/04/12 149
2026/04/13 152
2026/04/14 143
2026/04/15 138
2026/04/16 138
2026/04/17 151
2026/04/18 143
2026/04/19 143
2026/04/20 143
2026/04/21 136
2026/04/22 145
2026/04/23 142
2026/04/24 147
2026/04/25 142
2026/04/26 140
2026/04/27 139
2026/04/28 130
2026/04/29 131
2026/04/30 133

Copyright © Adthena. All rights reserved.

April saw fluctuating advertiser numbers, peaking at 154 on April 4th. The month concluded with a slight decline, ending at 133.

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
tate.org.uk 1.87%
headout.com 1.04%
hrp.org.uk 0.43%
londonmuseum.org.uk 0.34%
viator.com 0.32%
sciencemuseum.org.uk -0.47%
getyourguide.com -0.57%
britishmuseum.org -0.63%
nhm.ac.uk -0.64%
vam.ac.uk -1.23%

Copyright © Adthena. All rights reserved.

Tate.org.uk and Headout.com surged in click share, while vam.ac.uk and nhm.ac.uk faced declines.

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 tate.org.uk tiqets.com klook.com nhm.ac.uk britishmuseum.org groupon.co.uk vam.ac.uk
2026/04/01 26.85% 24.66% 6.22% 3.75% 2.31% 3.48% 3.67% 1.91% 4.93% 1.74%
2026/04/02 30.63% 26.9% 5.42% 4.38% 1.42% 1.74% 3.16% 1.92% 4.24% 2.27%
2026/04/03 28.83% 26.06% 6.29% 4.06% 1.82% 0.98% 4.37% 1.64% 5.86% 1.38%
2026/04/04 24.47% 22.49% 6.91% 5.38% 2% 1.39% 5.22% 2.52% 3.74% 1.85%
2026/04/05 26.77% 26.34% 6.13% 3.3% 1.37% 1.5% 3.95% 2.34% 4.27% 3.09%
2026/04/06 26.23% 26.41% 7.5% 3.73% 2.05% 1.78% 3.25% 2.07% 4.53% 2.21%
2026/04/07 29.79% 25.11% 5.54% 2.46% 1.41% 2.62% 3.14% 2.87% 4.18% 2.35%
2026/04/08 29.53% 24.28% 6.74% 3.18% 1.78% 2.53% 3.02% 2.33% 4.71% 1.78%
2026/04/09 27.03% 27.45% 7.53% 3.13% 1.83% 2.46% 4.18% 3.48% 4.73% 1.16%
2026/04/10 27.71% 28.13% 6.64% 2.12% 2.54% 3.11% 2.82% 1.48% 4.85% 1.79%
2026/04/11 27.61% 26.1% 5.6% 3.88% 1.55% 2.3% 3.19% 2.11% 6.01% 2%
2026/04/12 26.7% 25.62% 5.81% 3.74% 1.28% 2.48% 4.16% 2.02% 5.64% 2.72%
2026/04/13 27.59% 27.31% 6.94% 3.19% 2.3% 2.47% 1.93% 2.38% 4.95% 1.69%
2026/04/14 30.2% 24.52% 8.09% 2.17% 2.15% 2.25% 2.39% 2.33% 4.32% 1.62%
2026/04/15 28.68% 24.19% 7.46% 2.58% 2.4% 1.76% 2.81% 1.73% 5.76% 2.11%
2026/04/16 31.61% 22.45% 7.67% 3.56% 2.14% 1.82% 3.12% 2.86% 4.65% 1.95%
2026/04/17 30.07% 26.36% 6.69% 3.47% 2.33% 1.54% 2.77% 2.44% 5.66% 1.71%
2026/04/18 30.31% 25.03% 8.01% 2% 2.18% 1.87% 4.07% 2.76% 5% 1.85%
2026/04/19 25.69% 27.54% 7.84% 3.38% 1.66% 1.8% 4.34% 1.83% 5.97% 1.22%
2026/04/20 30.72% 26.28% 8.88% 3.91% 1.64% 1.83% 1.78% 1.24% 6.27% 0.83%
2026/04/21 29.37% 28.53% 7.59% 2.98% 1.83% 2.47% 3.16% 1.58% 3.66% 1.67%
2026/04/22 24.79% 28% 8.09% 4.35% 1.27% 2.19% 2.43% 1.92% 4.01% 2.35%
2026/04/23 26.44% 28.16% 8.75% 4.19% 2.35% 1.8% 3.7% 1.9% 1.88% 0.99%
2026/04/24 29.93% 19.2% 10.81% 3.28% 2.39% 1.79% 3.27% 2.73% 3.74% 1.25%
2026/04/25 32.42% 9.58% 9.08% 4.77% 2.35% 2.42% 4.67% 2.72% 8.15% 1.16%
2026/04/26 25.97% 24.86% 9.04% 5.37% 2.15% 1.35% 3.08% 2.79% 4.7% 0.98%
2026/04/27 27.6% 25.95% 8% 4.91% 2.04% 1.85% 2.04% 1.61% 4.45% 1.34%
2026/04/28 28.67% 26.71% 8.62% 2.83% 1.87% 2.44% 2.34% 1.7% 5.9% 1.48%
2026/04/29 26% 27.02% 8.32% 4.36% 2.09% 2.58% 3.82% 1.7% 2.58% 1.39%
2026/04/30 27.85% 24.86% 9.39% 5.17% 3.48% 3.42% 2.54% 2.3% 2.1% 1.6%
  • viator.com
  • getyourguide.com
  • headout.com
  • tate.org.uk
  • tiqets.com
  • klook.com
  • nhm.ac.uk
  • britishmuseum.org
  • groupon.co.uk
  • vam.ac.uk

Copyright © Adthena. All rights reserved.

April saw viator.com leading with fluctuating impressions, peaking mid-month. getyourguide.com experienced a dip, while headout.com steadily rose. tate.org.uk and nhm.ac.uk showed varied trends. By month’s end, viator.com maintained dominance.

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
    The Tower Of London https://www.hrp.org.uk

    Official Website — The Official Website For The Tower Of London. Pre-Book Your Tickets Now. Members Go Free.

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

    Plan Your Visit Today — Find out about Churchill's remarkable 90-year life, leadership, legacy and beyond. Every ticket...

  4. 4
    Madame Tussauds London https://madame-tussauds.london-tickets.co.uk › madame-tussauds › tickets

    Same Day Tickets Available — Book tickets to Madame Tussauds, the world-famous wax museum in London. Exclusive discount

  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. Welcome to V&A South Kensington, a world of creativity in the heart of London.

Copyright © Adthena. All rights reserved.

In the realm of Google’s PPC ads, the top performers weave a tapestry of cultural allure. Art UK entices with a promise to support local museums through art purchases. The Tower of London beckons with exclusive access, while the Imperial War Museum offers a journey through Churchill’s legacy. Madame Tussauds captivates with same-day tickets and discounts, and the Victoria & Albert Museum invites exploration of its vibrant exhibitions. Each ad crafts a unique narrative, drawing visitors into a world of history and creativity.

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