UK Travel Accommodation - PPC Market Share Analysis May 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	26.28
premierinn.com	10.55
hotels.com	7.22
expedia.co.uk	6.37
airbnb.co.uk	6.19
trivago.co.uk	5.41
travelodge.co.uk	3.27
loveholidays.com	2.39
holidaycottages.co.uk	1.76
parkdeanresorts.co.uk	1.68
others	28.88

In the PPC landscape, Booking.com leads with 26.28% click share, closely followed by Premier Inn at 10.55%. Others collectively hold 28.88%, showcasing diverse competition.

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	trivago.co.uk	premierinn.com	travelodge.co.uk	loveholidays.com	airbnb.co.uk	jet2holidays.com	holidaycottages.co.uk
2025/05/01	25.79%	11.18%	11.24%	5.2%	7.18%	3.35%	2.88%	2.57%	2%	1.86%
2025/05/02	26.25%	8.34%	9.57%	6.09%	7.9%	4.37%	2.86%	3%	1.27%	2.26%
2025/05/03	26.03%	8.89%	10.68%	5.58%	6.65%	3.71%	2.75%	2.96%	1.49%	2.7%
2025/05/04	26.73%	7.67%	10.25%	6.53%	7.02%	3.52%	2.8%	3.24%	1.5%	2.53%
2025/05/05	27.69%	7.68%	9.25%	6.18%	8.12%	3.84%	2.65%	2.27%	1.64%	2.62%
2025/05/06	27.31%	7.55%	8.53%	6.21%	7.23%	3.92%	2.95%	2.86%	1.68%	2.3%
2025/05/07	28.01%	7.72%	8.88%	6.56%	7%	3.69%	2.53%	2.65%	1.46%	2.6%
2025/05/08	26.43%	7.93%	8.88%	6.53%	7.07%	3.49%	2.58%	2.97%	1.64%	2.41%
2025/05/09	26.77%	6.81%	5.54%	6.92%	7.56%	3.91%	2.87%	3.56%	1.87%	2.23%
2025/05/10	27.71%	8.62%	6.46%	7.4%	6.67%	3.1%	2.54%	4.19%	1.44%	2.36%
2025/05/11	27.08%	8%	6.55%	7.54%	7.28%	3.3%	2.77%	3.84%	1.63%	2.33%
2025/05/12	27.67%	7.86%	7.93%	5.79%	8.43%	3.49%	3%	2.62%	1.7%	2.81%
2025/05/13	26.83%	7.45%	8.09%	6.42%	8.42%	3.57%	2.64%	2.63%	1.58%	2.69%
2025/05/14	25.18%	8.09%	8.44%	6.75%	7.43%	3.71%	2.8%	3.06%	1.54%	2.38%
2025/05/15	26.93%	8.54%	8.55%	6.79%	7.29%	4.15%	2.75%	2.88%	1.62%	1.8%
2025/05/16	27.35%	8.31%	7.76%	5.94%	7.96%	5.13%	2.81%	2.67%	1.64%	1.53%
2025/05/17	26.07%	9.92%	7.74%	7.46%	6.2%	4.34%	3.13%	2.55%	2.06%	1.56%
2025/05/18	27.07%	9.26%	6.51%	8.42%	6.22%	4.61%	2.86%	2.75%	1.93%	1.62%
2025/05/19	26.44%	8.95%	8.97%	9.08%	7.35%	4.17%	2.61%	2.88%	1.7%	1.56%
2025/05/20	27.56%	9.15%	9.49%	7.22%	6.94%	3.66%	2.63%	2.93%	1.73%	1.76%
2025/05/21	31.17%	9.63%	8.54%	7.86%	5.59%	3.35%	2.55%	2.51%	1.88%	1.41%
2025/05/22	28.41%	10.62%	8.72%	8.2%	6.02%	3.61%	2.51%	2.79%	1.88%	1.33%
2025/05/23	26.81%	9.89%	8.75%	8.62%	6.12%	3.88%	2.71%	2.54%	1.92%	1.4%
2025/05/24	26.8%	10.33%	9.24%	8.97%	5.66%	3.45%	2.61%	2.88%	1.71%	1.5%
2025/05/25	27.74%	10.82%	10.05%	9.12%	6.08%	3.42%	2.31%	2.23%	1.79%	1.47%
2025/05/26	29.89%	9.29%	8.69%	8.37%	6.75%	3.79%	2.44%	1.83%	1.89%	1.48%
2025/05/27	27.42%	10.15%	11.51%	7.38%	6.1%	3.87%	2.47%	1.99%	1.84%	1.6%
2025/05/28	28.31%	9.8%	10.63%	7.72%	6.33%	3.83%	2.31%	2.09%	1.78%	1.42%
2025/05/29	25.16%	9.96%	11.61%	6.54%	7.23%	4.68%	2.53%	2.09%	1.91%	1.34%
2025/05/30	26.13%	10.72%	8.46%	8.14%	6.68%	4.64%	2.55%	2.27%	2.05%	1.48%
2025/05/31	27.49%	10.06%	9.95%	7.21%	6.68%	3.46%	2.29%	2.18%	1.74%	1.28%

In May 2025, booking.com led with a peak spend share of 31.17% on the 21st. hotels.com and expedia.co.uk followed, showing consistent growth. The month concluded with booking.com maintaining dominance, while competitors showed varied 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
2025/05/01	2551
2025/05/02	2674
2025/05/03	2697
2025/05/04	2684
2025/05/05	2624
2025/05/06	2701
2025/05/07	3013
2025/05/08	3022
2025/05/09	3048
2025/05/10	3029
2025/05/11	3079
2025/05/12	3001
2025/05/13	3026
2025/05/14	3054
2025/05/15	3084
2025/05/16	2984
2025/05/17	2815
2025/05/18	2770
2025/05/19	2742
2025/05/20	2768
2025/05/21	2644
2025/05/22	2568
2025/05/23	2548
2025/05/24	2518
2025/05/25	2381
2025/05/26	2441
2025/05/27	2488
2025/05/28	2440
2025/05/29	2438
2025/05/30	2409
2025/05/31	2354

May began with 2,551 advertisers, peaking at 3,084 mid-month. A decline followed, ending with 2,354 advertisers.

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
hotels.com	1.67%
booking.com	1.09%
expedia.co.uk	0.81%
trivago.co.uk	0.75%
airbnb.co.uk	0.52%
loveholidays.com	-0.27%
easyjet.com	-0.31%
sykescottages.co.uk	-0.45%
holidaycottages.co.uk	-0.73%
premierinn.com	-0.88%

In the past month, hotels.com and booking.com surged in click share, gaining 1.67 and 1.09, respectively. Meanwhile, premierinn.com and holidaycottages.co.uk faced declines, dropping by 0.88 and 0.73.

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	hotels.com	premierinn.com	trivago.co.uk	travelodge.co.uk	airbnb.co.uk	loveholidays.com	jet2holidays.com	holidaycottages.co.uk
2025/05/01	22.43%	11.54%	8%	7.97%	5.43%	5.2%	3.8%	3.67%	1.8%	1.62%
2025/05/02	22.37%	9.67%	6.98%	8.53%	5.56%	6.38%	4.23%	3.53%	1.14%	1.97%
2025/05/03	22.6%	10.21%	7.62%	7.52%	5.18%	5.26%	4.05%	3.46%	1.36%	2.32%
2025/05/04	23.2%	9.36%	6.66%	8.14%	6.29%	5.09%	4.38%	3.54%	1.39%	2.13%
2025/05/05	24.07%	8.83%	6.41%	9.18%	5.53%	5.45%	3.2%	3.4%	1.53%	2.25%
2025/05/06	23.46%	8.57%	6.38%	8.06%	6.06%	5.39%	3.94%	3.66%	1.54%	1.94%
2025/05/07	24.24%	8.45%	6.73%	7.51%	6.33%	5.21%	3.61%	3.17%	1.34%	2.2%
2025/05/08	23.33%	8.1%	6.57%	7.97%	6.22%	4.93%	4.01%	3.19%	1.5%	1.98%
2025/05/09	23.09%	5.6%	6.2%	8.27%	6.61%	5.38%	4.64%	3.46%	1.64%	1.84%
2025/05/10	23.5%	6.38%	7.63%	7.31%	7.23%	4.43%	5.62%	3.2%	1.31%	1.95%
2025/05/11	23.53%	6.3%	6.65%	8.33%	6.75%	4.73%	5.15%	3.39%	1.47%	1.95%
2025/05/12	24.54%	7.45%	6.49%	9.43%	5.55%	4.77%	3.68%	3.69%	1.5%	2.43%
2025/05/13	23.31%	7.9%	6.33%	8.99%	6.38%	5.04%	3.56%	3.25%	1.43%	2.24%
2025/05/14	21.84%	8.01%	6.75%	8.22%	6.47%	5.3%	4.14%	3.48%	1.39%	1.97%
2025/05/15	22.91%	8.41%	7.3%	8%	6.54%	5.91%	3.98%	3.46%	1.47%	1.48%
2025/05/16	23.39%	7.43%	7.03%	8.74%	5.79%	7.29%	3.62%	3.5%	1.46%	1.27%
2025/05/17	22.71%	7.15%	8.34%	7.45%	6.99%	6.46%	3.31%	3.94%	1.88%	1.33%
2025/05/18	23.48%	6.14%	7.86%	7.57%	7.35%	6.95%	3.92%	3.62%	1.77%	1.35%
2025/05/19	23.02%	8.47%	7.74%	8.56%	8.39%	6.08%	4.04%	3.26%	1.52%	1.35%
2025/05/20	24.04%	8.94%	7.82%	7.79%	7.23%	5.44%	4.09%	3.26%	1.57%	1.52%
2025/05/21	27.5%	8.17%	8.22%	6.54%	7.44%	5.07%	3.52%	3.23%	1.73%	1.22%
2025/05/22	25.04%	8.45%	8.81%	6.93%	7.76%	5.38%	4.01%	3.21%	1.74%	1.15%
2025/05/23	23.46%	8.09%	8.64%	7.12%	7.85%	5.68%	3.63%	3.52%	1.82%	1.2%
2025/05/24	23.51%	9.13%	8.87%	6.57%	7.86%	5.23%	4.17%	3.28%	1.58%	1.26%
2025/05/25	24.59%	9.82%	9.08%	7.39%	8.27%	5.21%	3.25%	2.9%	1.69%	1.3%
2025/05/26	25.9%	9.18%	7.93%	8%	7.83%	5.71%	2.57%	2.99%	1.75%	1.29%
2025/05/27	23.94%	11.97%	8.76%	7.09%	7.09%	5.85%	2.81%	2.97%	1.68%	1.36%
2025/05/28	24.56%	10.94%	8.75%	7.27%	7.17%	5.8%	2.95%	2.88%	1.64%	1.19%
2025/05/29	21.73%	11.36%	8.66%	8.11%	6.39%	7.06%	2.95%	3.09%	1.7%	1.11%
2025/05/30	22.83%	8.4%	8.97%	7.99%	7.23%	7.09%	3.2%	3.14%	1.88%	1.29%
2025/05/31	24%	9.11%	8.57%	7.89%	6.78%	5.32%	3.11%	2.85%	1.62%	1.13%

In May 2025, booking.com led with a peak impression share of 27.5% on the 21st. Expedia.co.uk saw fluctuations, ending at 9.11%. Hotels.com and premierinn.com showed steady growth, while trivago.co.uk and travelodge.co.uk had moderate shares. Airbnb.co.uk and loveholidays.com experienced declines, finishing at 3.11% and 2.85%, respectively. Jet2holidays.com and holidaycottages.co.uk maintained lower shares, closing at 1.62% and 1.13%.

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 | Booking.com | 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 https://www.expedia.co.uk › hotels › book_now
Enjoy One Key Member Prices — Search Hotels. Find & Compare Deals and You Can Save Big! Trips Made Easier and...
4
Great Hotels on Hotels.com | Hotels.com - Here Since 1991 https://www.hotels.com › hotels › book_now
Find Hotels on Hotels.com. Compare Options & You Can Save. Browse Reviews & Photos.
5
Hotels - Skyscanner - Hotels From £5 per Night https://www.skyscanner.net › hotels
Discover hundreds of options in one simple search, compare the biggest names in travel. Love Skyscanner for finding cheap flights? Find your perfect hotel deal with us too!

In the competitive world of travel accommodation, Airbnb.co.uk stands out with its promise of flexibility and a vast selection of over 6 million homes. Booking.com entices with a wide range of properties, while Expedia.co.uk and Hotels.com focus on savings and comparisons. Skyscanner.net highlights affordability, offering hotels from just £5 per night.

Frequently Asked Questions

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

Why is the UK Travel Accommodation May 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 May 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 May 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 May 2025 Report?

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

The UK Travel Accommodation May 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.

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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 May 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 May 2025 Report useful and how should I use it?

Why is the UK Travel Accommodation May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Travel Accommodation May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Travel Accommodation May 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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