UK Travel Accommodation - PPC Market Share Analysis April 2025

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

Market Exposure

Share of Clicks for top 10 UK Travel Accommodation 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
Domain	Share of clicks
booking.com	27.48
premierinn.com	11.45
hotels.com	6.88
trivago.co.uk	5.99
airbnb.co.uk	5.99
expedia.co.uk	5.5
travelodge.co.uk	2.66
loveholidays.com	2.23
holidaycottages.co.uk	2.08
parkdeanresorts.co.uk	1.59
others	28.15

Booking.com leads with 27.48% click share, closely followed by ‘others’ at 28.15%. Premier Inn holds 11.45%, while Hotels.com captures 6.88%.

Market Exposure

Share of Spend for the top 10 UK Travel Accommodation 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
Date	booking.com	hotels.com	expedia.co.uk	premierinn.com	trivago.co.uk	travelodge.co.uk	airbnb.co.uk	loveholidays.com	holidaycottages.co.uk	jet2holidays.com
2025/04/01	29.44%	12.66%	6.53%	6.86%	6.46%	2.92%	2.74%	2.49%	2.14%	1.43%
2025/04/02	28.5%	16.83%	6.95%	5.07%	6.2%	2.53%	2.91%	2.53%	1.71%	1.49%
2025/04/03	28.17%	11.07%	4.73%	6.68%	6.41%	3.57%	3.15%	2.99%	2.1%	1.56%
2025/04/04	28.81%	12.5%	6.84%	5.87%	6.53%	2.71%	2.66%	2.61%	2.43%	1.5%
2025/04/05	27.03%	12.07%	7.78%	7.46%	8.12%	2.09%	2.31%	2.55%	2.19%	1.27%
2025/04/06	27.58%	10.06%	8.84%	7.13%	9%	2.32%	2.46%	2.54%	2.21%	1.1%
2025/04/07	28.01%	12.53%	7.15%	6.8%	7.62%	2.34%	2.2%	2.77%	1.98%	1.58%
2025/04/08	29.2%	9.57%	7.4%	7.06%	8.57%	2.2%	2.48%	2.37%	2.37%	1.38%
2025/04/09	28.46%	11.99%	7.69%	7.27%	7.1%	2.27%	2.31%	2.54%	2.07%	1.74%
2025/04/10	28.15%	10.38%	7.98%	7.75%	7.69%	2.51%	2.27%	2.35%	2.41%	1.37%
2025/04/11	27.68%	13.08%	7.74%	7.51%	7.03%	1.97%	2.23%	2.55%	2.08%	1.63%
2025/04/12	26.31%	13.8%	8.69%	7.44%	7.14%	1.84%	2.19%	2.35%	2.44%	1.52%
2025/04/13	25.61%	11.69%	8.18%	7.48%	7.36%	2.8%	2.64%	2.45%	2.14%	1.73%
2025/04/14	27.34%	10.01%	8.18%	7.56%	9.6%	2.91%	2.35%	2.02%	2.18%	1.65%
2025/04/15	28.84%	10.79%	6.88%	7.52%	6.88%	2.52%	2.52%	2.28%	2.52%	1.9%
2025/04/16	27.83%	12.29%	5.79%	7.3%	8.04%	2.4%	2.53%	2.34%	2.35%	2.22%
2025/04/17	28.68%	11.25%	6.34%	8.12%	5.26%	2.95%	2.26%	2.33%	2.67%	1.12%
2025/04/18	28.02%	16.49%	6.81%	6.9%	8.25%	2.36%	2.41%	1.98%	2.29%	1.04%
2025/04/19	26.21%	10.22%	6.41%	8.53%	8.55%	3.3%	3.14%	2.34%	2.65%	0.88%
2025/04/20	28.37%	11.89%	5.86%	6.85%	9.17%	2.82%	2.81%	2.51%	2.43%	1.07%
2025/04/21	28.88%	9.81%	7.18%	7.13%	7.83%	2.58%	2.69%	2.63%	2.5%	2.03%
2025/04/22	28.32%	9.99%	7.31%	6.31%	7.74%	2.71%	3.05%	2.59%	2.79%	1.47%
2025/04/23	28.6%	10.33%	6.24%	5.74%	8.85%	3.01%	3%	2.68%	2.3%	1.55%
2025/04/24	26.51%	9.56%	8.34%	6.4%	7.5%	4.02%	2.47%	2.38%	2.25%	1.65%
2025/04/25	26.94%	11.73%	9.83%	6.09%	7.7%	3.27%	2.3%	2.81%	1.64%	1.84%
2025/04/26	28.41%	9.23%	8.89%	7.77%	5.62%	3.46%	2.87%	2.79%	2.32%	1.48%
2025/04/27	26.98%	9.85%	9.41%	7.52%	5.65%	3.66%	2.97%	2.8%	2.27%	1.78%
2025/04/28	28.67%	9.95%	10.21%	6.53%	5.32%	3.84%	2.89%	2.6%	1.98%	1.58%
2025/04/29	27.98%	10.33%	9.24%	7.09%	7.14%	3.97%	2.55%	2.55%	2.04%	1.61%
2025/04/30	28.84%	10.04%	9.06%	7.63%	6.87%	3.66%	2.55%	2.37%	1.85%	1.82%

April saw booking.com maintain dominance, peaking at 29.44% spend share. Hotels.com fluctuated, ending at 10.04%. Expedia.co.uk rose to 10.21%, while premierinn.com and trivago.co.uk showed steady trends.

Market Exposure

Competitor Count for UK Travel Accommodation

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
Date	Competitor Count
2025/04/01	2608
2025/04/02	2411
2025/04/03	2591
2025/04/04	2711
2025/04/05	2680
2025/04/06	2820
2025/04/07	2615
2025/04/08	2771
2025/04/09	2610
2025/04/10	2775
2025/04/11	2655
2025/04/12	2714
2025/04/13	2706
2025/04/14	2675
2025/04/15	2686
2025/04/16	2634
2025/04/17	2675
2025/04/18	2475
2025/04/19	2800
2025/04/20	2698
2025/04/21	2628
2025/04/22	2728
2025/04/23	2609
2025/04/24	2669
2025/04/25	2598
2025/04/26	2703
2025/04/27	2708
2025/04/28	2675
2025/04/29	2617
2025/04/30	2616

April saw fluctuating advertiser numbers, peaking at 2,820 on April 6. The month concluded with a slight dip, ending at 2,616.

Campaign Efficiency

Market Loss & Market Gains for UK Travel Accommodation

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
Name	Market Trend
travelodge.co.uk	0.93%
expedia.co.uk	0.72%
booking.com	0.54%
hilton.com	0.43%
easyjet.com	0.35%
sykescottages.co.uk	-0.31%
parkdeanresorts.co.uk	-0.34%
trivago.co.uk	-0.62%
hotels.com	-0.85%
premierinn.com	-1.02%

Travelodge.co.uk leads with a 0.93% click share increase, while premierinn.com faces a 1.02% decline. Expedia.co.uk and booking.com also see positive growth, contrasting with declines for hotels.com and trivago.co.uk.

Campaign Efficiency

UK Travel Accommodation 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	expedia.co.uk	premierinn.com	trivago.co.uk	hotels.com	travelodge.co.uk	airbnb.co.uk	loveholidays.com	holidaycottages.co.uk	ihg.com
2025/04/01	25.1%	6.67%	7%	7.12%	9.33%	4.67%	4.08%	3.33%	2.08%	1.82%
2025/04/02	24.63%	7.41%	5.6%	6.72%	11.81%	4.2%	4.37%	3.53%	1.73%	1.32%
2025/04/03	23.88%	5.27%	6.85%	7.11%	8.33%	5.29%	4.18%	3.73%	2.06%	1.4%
2025/04/04	24.95%	6.99%	6.06%	7.33%	9.12%	4.15%	3.69%	3.39%	2.32%	1.52%
2025/04/05	23.57%	7.74%	7.58%	8%	8.62%	3.29%	3.46%	3.45%	2.23%	1.94%
2025/04/06	23.73%	8.59%	7.16%	9.08%	7.73%	3.69%	3.37%	3.29%	2.12%	1.82%
2025/04/07	24.56%	7.32%	6.98%	8.79%	8.8%	3.62%	3.32%	3.62%	1.85%	1.23%
2025/04/08	25.57%	7.62%	7.03%	8.76%	7.2%	3.39%	3.59%	3.1%	2.14%	2.17%
2025/04/09	25.24%	7.72%	7.62%	7.73%	8.59%	3.57%	3.44%	3.32%	1.9%	1.48%
2025/04/10	24.43%	8.15%	8.04%	7.94%	7.7%	3.98%	3.33%	3.06%	2.14%	1.99%
2025/04/11	24.31%	7.75%	7.77%	7.93%	9.24%	3.15%	3.38%	3.33%	1.94%	1.69%
2025/04/12	23.4%	8.54%	7.78%	7.77%	9.46%	2.99%	3.33%	3.14%	2.33%	1.85%
2025/04/13	23.23%	7.63%	7.84%	7.62%	8.15%	4.56%	3.83%	3.12%	2%	1.31%
2025/04/14	23.72%	8.11%	7.81%	9.77%	7.52%	4.53%	3.56%	2.58%	2.06%	1.77%
2025/04/15	25.16%	7.11%	7.79%	7.47%	7.59%	3.88%	3.64%	2.99%	2.37%	1.67%
2025/04/16	24.78%	6.15%	7.79%	8.32%	7.88%	3.96%	3.87%	3.06%	2.24%	1.5%
2025/04/17	25.41%	6.14%	8.54%	5.68%	8.02%	4.58%	3.25%	3.04%	2.46%	2.06%
2025/04/18	25.31%	6.57%	7.91%	8.25%	10.63%	4.12%	3.88%	2.75%	2.18%	1.86%
2025/04/19	23.2%	6.3%	9.35%	8.06%	6.52%	5%	4.32%	2.85%	2.37%	2.19%
2025/04/20	24.96%	5.92%	7.91%	8.9%	7.73%	4.56%	4.12%	3.2%	2.28%	1.67%
2025/04/21	24.97%	7.11%	7.83%	8.08%	7.18%	4.11%	3.82%	3.36%	2.29%	1.53%
2025/04/22	25.02%	6.86%	6.95%	8.12%	6.91%	4.27%	4.31%	3.2%	2.53%	1.53%
2025/04/23	24.67%	6.33%	6.14%	9.04%	6.79%	4.89%	4.41%	3.44%	2.07%	1.47%
2025/04/24	23.1%	8.19%	7.02%	7.4%	6.28%	6.49%	3.56%	3.05%	1.97%	1.18%
2025/04/25	23.68%	10.14%	6.75%	7.5%	7.96%	5.35%	3.46%	3.62%	1.46%	0.93%
2025/04/26	24.86%	9%	8.24%	5.72%	6.34%	5.41%	4.08%	3.57%	2.03%	1.11%
2025/04/27	23.57%	9.39%	8.63%	5.86%	6.45%	5.63%	4.16%	3.56%	1.97%	1%
2025/04/28	24.58%	10.46%	7.29%	5.38%	7.18%	5.81%	4.12%	3.32%	1.71%	1.03%
2025/04/29	24.19%	9.33%	7.64%	7.25%	7.59%	6.12%	3.76%	3.28%	1.71%	0.94%
2025/04/30	24.84%	9.24%	8.38%	7.06%	6.86%	5.65%	3.7%	3.02%	1.59%	0.96%

In April 2025, Booking.com maintained a dominant impression share, fluctuating between 23.1% and 25.57%. Expedia.co.uk saw a notable rise, peaking at 10.46%. Premierinn.com and Trivago.co.uk experienced varied trends, while Hotels.com showed a strong start but declined. Travelodge.co.uk and Airbnb.co.uk had modest shares, with Loveholidays.com and Holidaycottages.co.uk trailing. IHG.com ended with the lowest share.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Travel Accommodation

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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1
Airbnb.co.uk https://www.airbnb.co.uk
Official Site — Escape to anywhere, anytime on Airbnb. Explore 6+ million homes & book your perfect stay. Check flexible cancellation options offered by hosts. Plan your holiday worry-free.
2
Booking.com: Hotels | Hotels https://www.booking.com
Choose From a Wide Range of Properties Which Booking.com Offers. Search Now! Find...
3
Deals on Hotels on Expedia | Enjoy One Key Member Prices https://www.expedia.co.uk › hotels › book_now
Search Hotels. Find & Compare Deals and You Can Save Big! Trips Made Easier and...
4
Great Hotels on Hotels.com https://www.hotels.com › hotels › book_now
Fully Refundable Options — Find Hotels on Hotels.com. Compare Options & You Can Save. Browse Reviews & Photos. Choose...
5
Book Hotels https://www.trivago.co.uk › hotels › comparison
Save up to 40% per night — Looking for Hotels? Compare with trivago - Book your Hotel at a Great Price. trivago™ Shows Great Offers from Different Websites - All in one!

In the competitive landscape of travel accommodation, Airbnb.co.uk stands out with its promise of flexibility and a vast selection of over 6 million homes. Booking.com and Expedia.co.uk emphasize variety and savings, while Hotels.com and Trivago.co.uk focus on refundable options and price comparisons, respectively. Each advertiser uniquely appeals to travelers’ desires for convenience, savings, and peace of mind.

Frequently Asked Questions

Why is the UK Travel Accommodation April 2025 Report useful and how should I use it?

Why is the UK Travel Accommodation April 2025 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the UK Travel Accommodation April 2025 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the UK Travel Accommodation April 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the UK Travel Accommodation April 2025 Report?

The UK Travel Accommodation April 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Does this include mobile, desktop and Google Shopping data?

Yes. The UK Travel Accommodation April 2025 Report aggregates data from across both device types and Google Shopping.
Who is this UK Travel Accommodation April 2025 Report for?

The UK Travel Accommodation April 2025 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Can I get a custom report for my brand?

Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

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What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

Customer Success Stories

Avanti West Coast case study: Boosts revenue and cuts costs with winning PPC strategy

Avanti West Coast needed a more efficient PPC strategy to maximize their paid search investment. Leveraging Adthena’s Lone Ranger and Head-to-Head Competitor reports, they identified opportunities to cut costs on brand terms and reinvest savings into generic search campaigns. Read case study

Monitoring brand terms and managing collaborator agreements for Nordic Choice

Nordic Choice Hotels is one of the largest hotel groups in the Nordic region. With a vast network of collaborators, and operating in a highly competitive industry, Nordic Choice required a competitive intelligence solution to improve digital performance and help solve complex challenges in search.Read case study

Increased revenue and reduced advertising costs for Eurostar

Eurostar is the only dedicated passenger train provider between continental Europe and the UK, but with fierce competition from other transport methods, it needed to prevent competitors and resellers from bidding aggressively on its brand. Read case study

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The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

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UK Travel Accommodation - PPC Market Share Analysis April 2025

Share of Clicks for top 10 UK Travel Accommodation brands

Share of Spend for the top 10 UK Travel Accommodation brands

Competitor Count for UK Travel Accommodation

Market Loss & Market Gains for UK Travel Accommodation

UK Travel Accommodation Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Travel Accommodation

Frequently Asked Questions

Why is the UK Travel Accommodation April 2025 Report useful and how should I use it?

Why is the UK Travel Accommodation April 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Travel Accommodation April 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Travel Accommodation April 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Avanti West Coast case study: Boosts revenue and cuts costs with winning PPC strategy

Monitoring brand terms and managing collaborator agreements for Nordic Choice

Increased revenue and reduced advertising costs for Eurostar

Get the full picture

See this data specific to your brand performance

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