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UK Hospitality Wellness & Recreation - PPC Market Share Analysis March 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.

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AIO Frequency

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

Frequency Percentage
Frequency 4.1561537282
95.8438462718
4%

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 7%
Transactional 19%
Navigational 0%
Seasonal 0%
Local 30%
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.

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Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
booking.com 36.04
spabreaks.com 8.21
virginactive.co.uk 7.9
puregym.com 5.58
virginexperiencedays.co.uk 4.86
thegymgroup.com 4.85
nuffieldhealth.com 3.97
wowcher.co.uk 3.41
groupon.co.uk 2.86
hotels.com 2.11
others 20.21
  • booking.com - 36.04%
  • spabreaks.com - 8.21%
  • virginactive.co.uk - 7.9%
  • puregym.com - 5.58%
  • virginexperiencedays.co.uk - 4.86%
  • thegymgroup.com - 4.85%
  • nuffieldhealth.com - 3.97%
  • wowcher.co.uk - 3.41%
  • groupon.co.uk - 2.86%
  • hotels.com - 2.11%
  • others - 20.21%

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Booking.com dominates with 36.04% click share, followed by others at 20.21%. Spabreaks.com and Virgin Active trail with 8.21% and 7.9%, respectively.

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. 

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Share of Spend - Last Month
Share of Spend - Last Month
Date booking.com virginexperiencedays.co.uk spabreaks.com classpass.com wowcher.co.uk groupon.co.uk puregym.com nuffieldhealth.com hotels.com thegymgroup.com
2026/03/01 35.15% 4.96% 6.98% 0.58% 4.1% 3.64% 5.49% 8.82% 2.69% 7.25%
2026/03/02 30.13% 6.3% 6.78% 0.66% 4.76% 4.11% 5.02% 10% 3.43% 6.87%
2026/03/03 32.68% 5.47% 9.52% 0.39% 6.22% 5.16% 4.22% 7.52% 2.74% 2.7%
2026/03/04 31.86% 6.15% 9.19% 2.15% 6.6% 4.88% 3.6% 5.71% 3.96% 2.28%
2026/03/05 33.8% 6.54% 8.86% 0.61% 4.99% 4.72% 1.43% 7.37% 2.82% 1.64%
2026/03/06 32.53% 6.66% 8.41% 1.5% 4.22% 3.86% 2.56% 7.97% 1.56% 2.72%
2026/03/07 37.46% 5.72% 8.59% 2.33% 2.54% 3.34% 2.36% 3.31% 1.91% 3.7%
2026/03/08 38.17% 4.62% 8.99% 0.78% 3.17% 3.24% 4.34% 3.41% 2.05% 2.83%
2026/03/09 36.71% 5.72% 7.59% 3.32% 4.5% 4.42% 1.71% 5.27% 1.76% 1.42%
2026/03/10 37.79% 8.64% 8.1% 3.84% 3.43% 3.21% 1.38% 3.95% 1.86% 1.11%
2026/03/11 39.15% 7.93% 7.8% 2.74% 3.44% 3.16% 1.96% 2.81% 1.71% 1.82%
2026/03/12 35.13% 9.67% 10.23% 2.53% 2.53% 3.35% 2.13% 2.43% 2.63% 1.9%
2026/03/13 33.49% 9.28% 8.04% 2.04% 2.36% 4.16% 2.03% 7.24% 2.26% 4.71%
2026/03/14 35.49% 10.05% 8.3% 3.15% 2.53% 3.59% 2.26% 6.84% 2.82% 3.91%
2026/03/15 36.01% 10.04% 9.22% 2.41% 4.08% 3.28% 2.19% 8.5% 2.31% 1.47%
2026/03/16 32.18% 6.42% 9.82% 3.69% 6.22% 3.37% 0.64% 10.33% 2.6% 3.26%
2026/03/17 32.2% 6.98% 8.3% 2.42% 7.58% 4.15% 1.54% 8.85% 2.4% 2.47%
2026/03/18 35.19% 7.55% 8.64% 2.73% 7.18% 4.28% 1.1% 5.97% 2.51% 0.71%
2026/03/19 33.12% 8.47% 7.1% 2.34% 4.45% 3.59% 2.64% 9.21% 3.7% 2%
2026/03/20 34.45% 9.27% 6.71% 2.95% 4.19% 3.13% 1.13% 9.75% 2.57% 1.59%
2026/03/21 39.79% 5.52% 6.74% 2.81% 3.28% 2.79% 1.7% 8.84% 2.28% 0.39%
2026/03/22 40.53% 3.31% 6.08% 0.51% 2.87% 1.52% 2.21% 13.06% 3.02% 1.15%
2026/03/23 37.36% 5.27% 6.75% 0.42% 4.05% 2.21% 4.55% 12.13% 3.78% 3.02%
2026/03/24 32.14% 6.97% 8.29% 2.42% 7.57% 4.15% 1.53% 8.83% 2.39% 2.46%
2026/03/25 43.16% 5.98% 6.1% 5.31% 2.69% 2.09% 1.56% 6.65% 2.14% 1.5%
2026/03/26 41.87% 5.26% 7.1% 3.99% 1.86% 1.31% 1.68% 9.26% 1.99% 2.65%
2026/03/27 42.14% 3.63% 5.8% 1.83% 2.36% 1.6% 1.7% 9.98% 1.95% 4.12%
2026/03/28 41.76% 4.23% 6.42% 3.35% 2.01% 1.82% 3.43% 1.02% 1.26% 5.51%
2026/03/29 52.47% 4.19% 5.97% 1.88% 2.04% 1.67% 3.82% 0% 0.98% 3.41%
2026/03/30 40.7% 9.47% 6.63% 3.41% 2.67% 2.25% 2.03% 5.86% 1.96% 1.18%
2026/03/31 40.46% 8.95% 7.71% 6.69% 4.04% 2.9% 2.16% 2.1% 1.43% 0.83%
  • booking.com
  • virginexperiencedays.co.uk
  • spabreaks.com
  • classpass.com
  • wowcher.co.uk
  • groupon.co.uk
  • puregym.com
  • nuffieldhealth.com
  • hotels.com
  • thegymgroup.com

Copyright © Adthena. All rights reserved.

In March 2026, Booking.com dominated PPC spend, peaking at 52.47% on March 29. Virginexperiencedays.co.uk saw fluctuations, ending at 8.95%. Spabreaks.com maintained stability, closing at 7.71%. Classpass.com surged to 6.69% on March 31. Wowcher.co.uk and Groupon.co.uk experienced declines, finishing at 4.04% and 2.9%, respectively. Puregym.com and Nuffieldhealth.com showed varied trends, ending at 2.16% and 2.1%. Hotels.com and Thegymgroup.com had lower shares, closing at 1.43% and 0.83%.

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. 

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Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/03/01 248
2026/03/02 261
2026/03/03 269
2026/03/04 263
2026/03/05 278
2026/03/06 277
2026/03/07 273
2026/03/08 275
2026/03/09 270
2026/03/10 263
2026/03/11 248
2026/03/12 254
2026/03/13 258
2026/03/14 260
2026/03/15 242
2026/03/16 255
2026/03/17 261
2026/03/18 261
2026/03/19 244
2026/03/20 243
2026/03/21 245
2026/03/22 235
2026/03/23 249
2026/03/24 261
2026/03/25 208
2026/03/26 208
2026/03/27 213
2026/03/28 217
2026/03/29 203
2026/03/30 200
2026/03/31 210

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March began with 248 advertisers, peaking at 278 on the 5th. A decline followed, reaching 200 by month’s end, indicating fluctuating advertiser engagement.

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.

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Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
booking.com 4.32%
virginactive.co.uk 1.43%
nuffieldhealth.com 0.58%
gymbox.com 0.41%
classpass.com 0.2%
wowcher.co.uk -0.47%
puregym.com -0.54%
virginexperiencedays.co.uk -0.83%
groupon.co.uk -0.97%
spabreaks.com -1.89%

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Booking.com surged with a 4.32% increase, while Spabreaks.com faced a 1.89% decline. Virgin Active rose by 1.43%, contrasting Groupon’s 0.97% drop.

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.

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Date booking.com virginexperiencedays.co.uk classpass.com spabreaks.com wowcher.co.uk virginactive.co.uk groupon.co.uk puregym.com nuffieldhealth.com thegymgroup.com
2026/03/01 36.8% 4.31% 0.69% 4.83% 4.4% 3.05% 4.2% 7.12% 8.1% 7.5%
2026/03/02 31.71% 5.61% 0.89% 4.49% 5.3% 2.61% 5.04% 5.97% 8.72% 7.22%
2026/03/03 34.28% 4.69% 0.42% 6.33% 6.84% 3.01% 6.2% 5.47% 6.67% 2.9%
2026/03/04 32.21% 5.43% 2.32% 6.26% 7.31% 2.89% 5.92% 5.21% 4.61% 2.41%
2026/03/05 35.15% 5.94% 0.71% 5.69% 5.58% 2.95% 5.63% 2.47% 6.41% 1.85%
2026/03/06 34.95% 6.26% 2.12% 5.51% 4.64% 1.93% 4.67% 3.2% 6.85% 2.9%
2026/03/07 39.97% 4.91% 2.54% 5.74% 2.69% 3.13% 3.95% 3.46% 3.51% 3.67%
2026/03/08 40.05% 4.19% 0.85% 5.81% 3.43% 4.79% 3.8% 5.42% 3.88% 2.93%
2026/03/09 40.72% 5.09% 2.83% 5.04% 4.91% 1.48% 5.31% 2.88% 4.21% 1.72%
2026/03/10 40.81% 7.75% 3.96% 4.82% 3.71% 2.87% 3.83% 2.19% 4.15% 1.26%
2026/03/11 40.68% 6.75% 3.23% 4.76% 3.55% 4.16% 3.76% 3.63% 3.16% 2.09%
2026/03/12 38.04% 8.54% 2.88% 6.76% 2.59% 2.63% 4.01% 2.3% 2.86% 2.03%
2026/03/13 36.39% 7.91% 2.2% 5.31% 2.49% 2.78% 4.86% 3.01% 6.7% 5.08%
2026/03/14 37.23% 9.37% 3.96% 5.35% 2.78% 2.85% 4.2% 2.59% 5.92% 4.18%
2026/03/15 39.26% 8.62% 2.9% 5.9% 4.32% 2.3% 3.73% 2.67% 6.85% 1.53%
2026/03/16 36.39% 6% 3.82% 6.69% 6.56% 2.02% 4.02% 1.13% 7.98% 3.42%
2026/03/17 34.66% 6.25% 2.95% 5.03% 8.1% 2.55% 4.79% 1.98% 7.88% 2.72%
2026/03/18 37.52% 6.58% 2.95% 5.3% 7.44% 3.18% 5.04% 1.8% 5.63% 1.03%
2026/03/19 34.6% 7.47% 2.57% 4.31% 4.6% 2.3% 4.26% 3.44% 8.95% 2.19%
2026/03/20 37.82% 8.09% 2.93% 4.26% 4.28% 3.01% 3.81% 1.95% 8.84% 1.58%
2026/03/21 42.41% 4.54% 3.1% 4.12% 3.39% 3.62% 3.76% 2.15% 8.18% 0.56%
2026/03/22 43.42% 2.95% 0.58% 3.84% 3.18% 4.07% 1.77% 2.67% 10.75% 1.4%
2026/03/23 39.35% 4.51% 0.42% 4.06% 4.14% 1.64% 2.57% 5.97% 11.64% 3.54%
2026/03/24 34.66% 6.25% 2.95% 5.03% 8.1% 2.55% 4.79% 1.98% 7.88% 2.72%
2026/03/25 46.79% 4.76% 5.61% 3.47% 2.88% 3.17% 2.7% 2.21% 5.62% 1.83%
2026/03/26 46.23% 4.3% 4.24% 4.02% 1.88% 3.62% 1.43% 2.09% 7.85% 3%
2026/03/27 47.03% 3.35% 1.76% 3.29% 2.58% 2.9% 1.89% 3.03% 7.44% 4.65%
2026/03/28 44.29% 3.54% 3.62% 3.73% 2.14% 3.98% 1.99% 4.79% 0.97% 5.9%
2026/03/29 55.42% 3.25% 2.3% 3.33% 2.15% 2.79% 1.82% 4.69% 0% 3.85%
2026/03/30 45.49% 8.27% 4.18% 3.94% 2.77% 3.03% 2.49% 2.47% 3.4% 1.57%
2026/03/31 44.22% 8.05% 7.41% 4.58% 4.37% 3.31% 3.28% 2.61% 1.59% 1.22%
  • booking.com
  • virginexperiencedays.co.uk
  • classpass.com
  • spabreaks.com
  • wowcher.co.uk
  • virginactive.co.uk
  • groupon.co.uk
  • puregym.com
  • nuffieldhealth.com
  • thegymgroup.com

Copyright © Adthena. All rights reserved.

In March 2026, booking.com dominated with a peak impression share of 55.42% on the 29th. Virginexperiencedays.co.uk saw fluctuations, peaking at 9.37% on the 14th. Classpass.com had a notable rise to 7.41% on the 31st. Spabreaks.com maintained stability, while wowcher.co.uk peaked at 8.10% on the 24th. Virginactive.co.uk showed consistent performance, and groupon.co.uk had a steady presence. Puregym.com and nuffieldhealth.com experienced varied trends, with nuffieldhealth.com peaking at 11.64% on the 23rd. Thegymgroup.com had a notable peak of 7.50% on the 1st. The month concluded with booking.com leading the impression share.

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.

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Google Text Ad Copy Insights & Creative Trends for UK Hospitality Wellness & Recreation - Last month
  1. 1
    Gym Victoria | City Athletic | London, United Kingdom https://www.cityathletic.co.uk

    City Athletic has quickly established itself as London’s premier performance training centre, with it's Gym in Victoria, and a team of world class trainers.

  2. 2
    Pay Nothing Until May https://www.gymbox.com

    Free Coffee & Protein Shake — Experience Gymbox with a free trial & pay £0 until May when you join.

  3. 3
    All-Inclusive Membership - No Joining Fee This March https://www.nuffieldhealth.com

    Unlimited Access To Sauna, Steam, Classes and Swim.

  4. 4
    PureGym™ Near Me - From £17.99 P/M + £10 Join Fee https://www.puregym.com

    Feel-Good Memberships from £17.99 P/M + £10 Joining Fee. Join PureGym Today

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

    Our Most Flexible Membership — 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 London’s fitness scene, City Athletic stands out with its premier performance training center in Victoria, boasting world-class trainers. Gymbox entices with a free trial and no payments until May, sweetened by complimentary coffee and protein shakes. Nuffield Health offers an all-inclusive membership with no joining fee, granting unlimited access to luxurious amenities. PureGym appeals with affordable memberships starting at £17.99 per month, plus a modest joining fee. Virgin Active promotes flexibility, offering comprehensive wellness under one roof, with some exclusions. Each ad uniquely captures the essence of its brand, drawing in fitness enthusiasts with compelling offers and promises of exceptional experiences.

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