UK Hospitality Wellness & Recreation - PPC Market Share Analysis April 2026

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

Wellness & Recreation – UK

Google AI Overview visibility for Hospitality Wellness & Recreation 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 5.27242881022
94.7275711898
5%

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 54
46
54%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 7%
Transactional 17%
Navigational 0%
Seasonal 0%
Local 35%
Problem Solving 2%

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Market Exposure

Share of Clicks for top 10 UK Hospitality Wellness & Recreation 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
booking.com 39.18
spabreaks.com 8.93
virginactive.co.uk 6.84
puregym.com 4.54
wowcher.co.uk 3.78
nuffieldhealth.com 3.63
groupon.co.uk 3.48
virginexperiencedays.co.uk 3.11
thegymgroup.com 2.59
spaseekers.com 2.45
others 21.47
  • booking.com - 39.18%
  • spabreaks.com - 8.93%
  • virginactive.co.uk - 6.84%
  • puregym.com - 4.54%
  • wowcher.co.uk - 3.78%
  • nuffieldhealth.com - 3.63%
  • groupon.co.uk - 3.48%
  • virginexperiencedays.co.uk - 3.11%
  • thegymgroup.com - 2.59%
  • spaseekers.com - 2.45%
  • others - 21.47%

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In the PPC landscape, Booking.com dominates with 39.18% click share, while ‘others’ collectively hold 21.47%. Spabreaks.com follows at 8.93%, with Virgin Active at 6.84%.

Market Exposure

Share of Spend for the top 10 UK Hospitality Wellness & Recreation 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 booking.com nuffieldhealth.com spabreaks.com puregym.com virginexperiencedays.co.uk groupon.co.uk gymbox.com wowcher.co.uk virginactive.co.uk spaseekers.com
2026/04/01 40.9% 2.46% 8.48% 1.04% 5.28% 4.26% 0.41% 5.31% 3.53% 2.22%
2026/04/02 32.22% 3.73% 9.79% 3.06% 8.08% 3.76% 1.16% 6.04% 3.01% 2.16%
2026/04/03 33.4% 5.93% 7.65% 1.62% 7.01% 2.7% 1.28% 5.34% 2.5% 2.36%
2026/04/04 39.27% 3.15% 7.68% 1.69% 4.08% 2.69% 2.91% 4.23% 3.16% 2.44%
2026/04/05 39.01% 0.79% 6.89% 1.86% 3.78% 2.12% 6.65% 4.4% 3.41% 3.35%
2026/04/06 39.24% 3.7% 7.83% 3.11% 5.75% 2.48% 1.01% 5.11% 3.02% 3.33%
2026/04/07 39.59% 1.51% 8.71% 3.65% 4.64% 2.4% 1.69% 5.73% 2.84% 2.56%
2026/04/08 39.05% 4.49% 7.47% 5.1% 3.4% 2.94% 1.33% 4.93% 1.93% 3.09%
2026/04/09 39.89% 3.5% 8.56% 3.28% 4.02% 3.45% 1.81% 5.11% 1.67% 2.28%
2026/04/10 39.49% 7.98% 7.41% 2.35% 2.5% 4.5% 3.37% 4.69% 2.02% 3.11%
2026/04/11 33.96% 8.74% 7.04% 3.89% 2.96% 4.88% 3.44% 4.75% 0.62% 3.3%
2026/04/12 41.94% 10.86% 6.26% 4.66% 1.23% 2.89% 1.43% 1.9% 1.52% 2.3%
2026/04/13 45.77% 7.35% 6.29% 3.05% 2.26% 3.12% 1.43% 3.2% 1.49% 2%
2026/04/14 38.74% 8.09% 8.22% 3.12% 4.02% 3.92% 0.21% 5.42% 1.9% 2.01%
2026/04/15 41.72% 6.56% 9.07% 3.33% 4.04% 3.89% 0.35% 3.33% 1.65% 2.47%
2026/04/16 39.5% 8.63% 7.39% 4.11% 3.14% 3.06% 0.93% 4.75% 2.36% 2.39%
2026/04/17 45.3% 4.53% 6.69% 0.71% 3.57% 2.79% 1.68% 3.01% 1.98% 2.05%
2026/04/18 45.98% 6.4% 7.83% 0.54% 2.2% 3.75% 0.37% 4.73% 0.88% 2.57%
2026/04/19 38.12% 8.59% 9.32% 4.55% 3.07% 2.57% 1.85% 2.9% 1.65% 1.78%
2026/04/20 38.52% 4.88% 7.89% 3.32% 3.33% 3.82% 3.24% 3.59% 2.57% 2.24%
2026/04/21 37.67% 5.55% 7.66% 0.88% 3.09% 5.5% 1.5% 5.21% 1.85% 3.23%
2026/04/22 38.18% 4.15% 8.55% 0.54% 2.64% 5.71% 3.96% 4.19% 2.66% 3.04%
2026/04/23 38.06% 5.7% 8.75% 0.38% 3.17% 5.8% 2.98% 6.42% 2.52% 2.88%
2026/04/24 33.95% 10.31% 7.98% 2.8% 2.75% 5.15% 2.66% 5.57% 2.32% 2.67%
2026/04/25 33.71% 8.56% 9.47% 0.57% 3.7% 6.42% 4% 5.18% 1.74% 2.26%
2026/04/26 44.29% 5.81% 8.11% 0.58% 2.91% 7.58% 3.47% 5.1% 1.62% 2.24%
2026/04/27 35.26% 6.6% 7.68% 3.08% 3.75% 7.56% 4.52% 6.45% 2.86% 2.58%
2026/04/28 39.77% 6.44% 6.33% 2.95% 3.89% 4.99% 4.5% 3.95% 2.46% 1.92%
2026/04/29 36.68% 9.4% 7.56% 1.97% 4.38% 5.22% 2.4% 3.39% 2.55% 1.47%
2026/04/30 31.47% 10.34% 6.05% 5.71% 4.84% 3.47% 3.09% 2.97% 2.38% 1.42%
  • booking.com
  • nuffieldhealth.com
  • spabreaks.com
  • puregym.com
  • virginexperiencedays.co.uk
  • groupon.co.uk
  • gymbox.com
  • wowcher.co.uk
  • virginactive.co.uk
  • spaseekers.com

Copyright © Adthena. All rights reserved.

April saw booking.com dominate with fluctuating spend, peaking mid-month. Nuffield Health surged, while spabreaks.com maintained steady growth. Virgin Experience Days and Wowcher showed consistent activity. The month ended with diverse spending patterns.

Market Exposure

Competitor Count for UK Hospitality Wellness & Recreation

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
2026/04/01 234
2026/04/02 246
2026/04/03 241
2026/04/04 262
2026/04/05 265
2026/04/06 260
2026/04/07 279
2026/04/08 254
2026/04/09 257
2026/04/10 260
2026/04/11 253
2026/04/12 252
2026/04/13 241
2026/04/14 250
2026/04/15 257
2026/04/16 238
2026/04/17 242
2026/04/18 258
2026/04/19 269
2026/04/20 255
2026/04/21 242
2026/04/22 248
2026/04/23 246
2026/04/24 261
2026/04/25 249
2026/04/26 226
2026/04/27 242
2026/04/28 225
2026/04/29 238
2026/04/30 229

Copyright © Adthena. All rights reserved.

April saw fluctuating advertiser numbers, peaking at 279 on April 7. The month concluded with a decrease, ending at 229.

Campaign Efficiency

Market Loss & Market Gains for UK Hospitality Wellness & Recreation

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
groupon.co.uk 1.82%
classpass.com 1.25%
nuffieldhealth.com 0.79%
gymbox.com 0.54%
spabreaks.com 0.49%
treatwell.co.uk -0.44%
spaseekers.com -0.45%
booking.com -0.46%
davidlloyd.co.uk -0.58%
puregym.com -0.8%

Copyright © Adthena. All rights reserved.

Groupon.co.uk and ClassPass.com surged in click share, gaining 1.82 and 1.25, respectively. Meanwhile, PureGym.com and DavidLloyd.co.uk saw declines of -0.8 and -0.58.

Campaign Efficiency

UK Hospitality Wellness & Recreation Share of Impressions

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

Date booking.com nuffieldhealth.com puregym.com virginexperiencedays.co.uk spabreaks.com groupon.co.uk wowcher.co.uk virginactive.co.uk gymbox.com spaseekers.com
2026/04/01 44.94% 1.88% 1.44% 4.72% 5.66% 4.54% 5.25% 4.01% 0.28% 2.2%
2026/04/02 36.06% 3.12% 3.29% 7.62% 6.99% 4.22% 6.23% 3.41% 0.69% 2.16%
2026/04/03 36.67% 6.06% 1.81% 7.02% 5.07% 3.01% 5.63% 2.84% 0.94% 2.32%
2026/04/04 42.27% 2.79% 2.23% 3.92% 5.34% 2.89% 4.4% 3.53% 2.47% 2.43%
2026/04/05 42.1% 0.59% 2.13% 3.48% 4.49% 2.26% 4.49% 3.87% 6.6% 3.52%
2026/04/06 42.25% 3.32% 3.38% 5.32% 5.38% 2.71% 5.25% 3.45% 0.82% 3.24%
2026/04/07 42.54% 1.49% 4.3% 4.3% 5.82% 2.5% 5.81% 3.14% 1.43% 2.49%
2026/04/08 42.45% 4.85% 5.7% 3.22% 5.06% 3.32% 5.27% 2.17% 0.91% 3.13%
2026/04/09 42.9% 3.17% 3.89% 3.76% 6.22% 3.93% 5.42% 1.9% 1.53% 2.31%
2026/04/10 40.82% 7.97% 2.78% 2.64% 5.51% 5.01% 5.31% 2.21% 3.01% 3.2%
2026/04/11 36.71% 8.28% 4.21% 2.88% 5.02% 5.47% 5.04% 0.72% 2.94% 3.34%
2026/04/12 45.07% 9.71% 5.1% 1.22% 4.38% 3.41% 2.11% 1.69% 0.96% 2.37%
2026/04/13 48.79% 6.06% 3.75% 2.12% 4.18% 3.56% 3.41% 1.61% 0.82% 2.23%
2026/04/14 41.8% 7.37% 3.77% 3.75% 5.66% 4.03% 5.67% 2.12% 0.25% 1.95%
2026/04/15 44.98% 5.82% 3.69% 3.91% 6.65% 4.4% 3.5% 1.84% 0.26% 2.45%
2026/04/16 42.58% 8.02% 4.57% 3.27% 5.01% 3.56% 5.27% 2.67% 0.55% 2.21%
2026/04/17 49.76% 4.38% 0.53% 3.31% 4.64% 3.13% 3.22% 2.3% 1.12% 2.09%
2026/04/18 47.97% 6.09% 0.93% 2.41% 5.75% 3.94% 5.17% 0.96% 0.38% 2.43%
2026/04/19 41.45% 7.91% 4.84% 3.06% 6.85% 2.97% 3.26% 1.91% 1.93% 1.92%
2026/04/20 42.07% 4.65% 4.18% 3.13% 5.6% 4.2% 3.93% 2.9% 2.43% 2.34%
2026/04/21 39.25% 5.09% 1.03% 3% 5.47% 6.72% 5.92% 2% 1.15% 3.21%
2026/04/22 40.52% 3.74% 0.71% 2.93% 6.37% 7.11% 5.01% 2.88% 2.86% 2.89%
2026/04/23 40.03% 5.26% 0.45% 3.21% 6.08% 7.21% 7.54% 2.76% 2.69% 2.86%
2026/04/24 35.66% 9.74% 3.01% 2.72% 5.6% 6.44% 6.38% 2.57% 3.11% 2.54%
2026/04/25 35.82% 7.74% 0.96% 4.14% 7.2% 7.96% 6.28% 1.95% 2.87% 2.14%
2026/04/26 45.44% 5.57% 1.03% 3.54% 5.74% 9.53% 6.01% 1.75% 2.92% 1.96%
2026/04/27 36.99% 5.98% 3.46% 3.83% 5.59% 9.43% 7.49% 3.04% 3.62% 2.39%
2026/04/28 43.38% 5.87% 3.42% 3.64% 4.13% 5.88% 4.44% 2.72% 3.84% 1.94%
2026/04/29 38.94% 9.3% 2.9% 3.87% 4.98% 6.03% 3.57% 2.72% 1.92% 1.5%
2026/04/30 34.14% 10.77% 6.85% 4.6% 4.36% 3.89% 3.22% 2.65% 2.45% 1.45%
  • booking.com
  • nuffieldhealth.com
  • puregym.com
  • virginexperiencedays.co.uk
  • spabreaks.com
  • groupon.co.uk
  • wowcher.co.uk
  • virginactive.co.uk
  • gymbox.com
  • spaseekers.com

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April 2026 saw booking.com dominate with fluctuating impressions, peaking mid-month. Nuffield Health and PureGym showed steady growth, while Groupon surged late. Virgin Experience Days and SpaSeekers remained stable. The month ended with diverse performances.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Hospitality Wellness & Recreation

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 Wellness & Recreation - Last month
  1. 1
    Try Different Gyms Near You | Access 100+ Gyms https://www.classpass.com

    Get credits to try gym visits, gym classes & more at some top-rated businesses. Strengthen your muscles and get fitter at top-rated gyms and...

  2. 2
    It’s Not Fitness. It’s Life - Exclusive Offer Ends Soon https://www.equinox.com

    Join today and explore all Equinox has to offer. Find a Luxury Fitness Club Near Your Area. View...

  3. 3
    Half price until August - Join + Enjoy Half Price On Us https://www.nuffieldhealth.com

    Unlimited Access To Sauna, Steam, Classes and Swim.

  4. 4
    Gym in Edinburgh with Swimming Pool | Health Club Membership https://www.villagegym.co.uk

    Ready for everything? Spacious gym, cutting-edge kit, heated pool & over 100 classes. Hit the gym, grab a swim or spin your heart out in our cutting-edge studio.

  5. 5
    Virgin Active Health Clubs https://www.virginactive.co.uk

    One Membership Endless Variety — Get everything you need for real wellness, under one roof *exclusions apply see T&Cs

Copyright © Adthena. All rights reserved.

In the bustling world of fitness, ClassPass entices with variety, offering access to over 100 gyms. Equinox elevates fitness to a lifestyle, urging immediate action with exclusive offers. Nuffield Health tempts with half-price luxury, while Village Gym boasts comprehensive facilities. Virgin Active promises holistic wellness under one roof.

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