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
premierinn.com	8.57
hotels.com	7.68
expedia.co.uk	7.21
trivago.co.uk	5.25
airbnb.co.uk	5.08
travelodge.co.uk	2.65
holidaycottages.co.uk	2.39
loveholidays.com	2.16
parkdeanresorts.co.uk	1.57
others	30.44

In the travel accommodation PPC landscape, Booking.com dominates with 27% click share, closely followed by Premier Inn at 8.57%. Others collectively hold 30.44%, showcasing a diverse competitive field.

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	expedia.co.uk	hotels.com	trivago.co.uk	premierinn.com	travelodge.co.uk	holidaycottages.co.uk	airbnb.co.uk	loveholidays.com	jet2holidays.com
2025/03/01	24.62%	10.35%	11.49%	6.04%	4.89%	3.32%	1.85%	1.98%	2.66%	3.12%
2025/03/02	23.3%	9.32%	10.71%	5.26%	5.45%	4.16%	2.5%	1.81%	2.49%	3.29%
2025/03/03	23.53%	10.45%	8.61%	5.16%	5.48%	3.7%	2.81%	2.03%	2.6%	2.57%
2025/03/04	24.37%	9.89%	9.82%	5.26%	6.51%	3.91%	2.25%	2.01%	2.28%	3.2%
2025/03/05	25.69%	9.14%	7.88%	4.6%	6.52%	3.94%	2.67%	2.23%	2.37%	0.99%
2025/03/06	23.23%	8.69%	8.2%	5.16%	6.47%	3.78%	2.89%	2.56%	2.71%	0.91%
2025/03/07	24.99%	9.09%	7.46%	3.85%	6.04%	2.67%	3.46%	2.04%	2.65%	1.15%
2025/03/08	26.08%	10.06%	8.28%	3.44%	6.4%	2.83%	3.01%	1.9%	2.62%	1.14%
2025/03/09	24.77%	9.79%	9.89%	7.01%	4.67%	3.28%	2.18%	2.14%	2.76%	1.81%
2025/03/10	25.41%	10.65%	7.99%	8.35%	6.35%	2.96%	2.84%	1.88%	2.18%	1.22%
2025/03/11	26.84%	9.47%	10.3%	6.21%	6.44%	2.66%	1.91%	2.23%	2.68%	1.83%
2025/03/12	26.36%	8.8%	9.03%	4.63%	6.12%	2.52%	3.05%	2.33%	2.77%	2.03%
2025/03/13	26.42%	10.55%	10.06%	7.36%	5.75%	2.56%	2.21%	2.09%	2.62%	1.76%
2025/03/14	24.38%	9.79%	10.61%	8.08%	6.33%	3.23%	2.27%	1.94%	2.41%	1.73%
2025/03/15	25.05%	8.57%	9.85%	7.68%	5.42%	2.37%	2.42%	2.33%	2.92%	2.26%
2025/03/16	26.42%	8.95%	9.28%	6.23%	5.16%	2.51%	2.79%	2.07%	2.81%	2.26%
2025/03/17	26.92%	9.61%	9.56%	7.14%	5.62%	2.67%	2.49%	2.2%	2.65%	2.01%
2025/03/18	26.08%	9.43%	10.14%	6.28%	6.28%	2.35%	2.9%	2.44%	2.27%	1.53%
2025/03/19	24.18%	8.79%	10.11%	5.86%	6.27%	3%	2.71%	2.52%	2.58%	2.18%
2025/03/20	28.54%	10.49%	9.06%	5.49%	5.86%	2.58%	2.42%	2.89%	2.35%	1.9%
2025/03/21	27.69%	9.34%	10.48%	5.8%	5.73%	2.95%	2.51%	2.8%	2.3%	1.99%
2025/03/22	28.15%	8.64%	9.05%	6.33%	6.01%	2.85%	2.62%	2.78%	2.19%	1.89%
2025/03/23	29.04%	7.45%	9.04%	7.22%	6.04%	2.76%	2.28%	2.39%	2.49%	2.2%
2025/03/24	31.56%	9.47%	8.04%	6.82%	5.65%	2.1%	2.37%	2.18%	2.42%	1.97%
2025/03/25	29.24%	7.58%	9.69%	6.57%	5.99%	2.27%	2.39%	2.6%	2.58%	2.33%
2025/03/26	28.43%	8.58%	9.46%	6.55%	5.06%	2.9%	2.49%	2.97%	2.36%	2.32%
2025/03/27	28.84%	8.93%	8.16%	6.02%	5.69%	2.96%	3.24%	2.88%	2.18%	1.93%
2025/03/28	28.67%	7.69%	8.77%	5.81%	5.4%	3.05%	2.93%	2.81%	2.8%	2.58%
2025/03/29	28.61%	8.4%	8.75%	6.27%	5.89%	2.76%	3.05%	2.63%	2.52%	2.09%
2025/03/30	29.54%	8.38%	8.92%	5.85%	5.63%	2.71%	3.06%	3.01%	2.38%	2.15%
2025/03/31	29.25%	9.26%	8.56%	6.03%	5.08%	3.23%	2.95%	2.9%	2.59%	1.88%

In March 2025, booking.com led with a steady rise, peaking at 31.56%. Expedia.co.uk fluctuated, ending at 9.26%. Hotels.com saw a decline, closing at 8.56%. Trivago.co.uk and premierinn.com showed minor variations, finishing at 6.03% and 5.08%, respectively. Travelodge.co.uk and holidaycottages.co.uk had slight increases, ending at 3.23% and 2.95%. Airbnb.co.uk and loveholidays.com remained stable, closing at 2.9% and 2.59%. Jet2holidays.com experienced fluctuations, ending at 1.88%.

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
2025/03/01	2695
2025/03/02	2714
2025/03/03	2886
2025/03/04	2741
2025/03/05	3055
2025/03/06	3126
2025/03/07	3416
2025/03/08	3339
2025/03/09	2978
2025/03/10	3137
2025/03/11	2936
2025/03/12	3040
2025/03/13	3123
2025/03/14	3130
2025/03/15	3000
2025/03/16	2875
2025/03/17	2892
2025/03/18	2861
2025/03/19	2768
2025/03/20	2799
2025/03/21	2778
2025/03/22	2703
2025/03/23	2690
2025/03/24	2788
2025/03/25	2672
2025/03/26	2679
2025/03/27	2885
2025/03/28	2709
2025/03/29	2742
2025/03/30	2658
2025/03/31	2664

March saw a dynamic shift in distinct advertisers, peaking at 3,416 on March 7. The month concluded with a decrease, ending at 2,664.

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
booking.com	2.72%
airbnb.co.uk	1.33%
hilton.com	0.38%
parkdeanresorts.co.uk	0.36%
jet2holidays.com	0.35%
travelodge.co.uk	-0.29%
sykescottages.co.uk	-0.35%
ihg.com	-0.59%
skyscanner.net	-0.78%
expedia.co.uk	-0.96%

Booking.com surged with a 2.72 increase, while Airbnb.co.uk rose by 1.33. Expedia.co.uk faced a decline of 0.96.

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	trivago.co.uk	premierinn.com	travelodge.co.uk	airbnb.co.uk	loveholidays.com	holidaycottages.co.uk	ihg.com
2025/03/01	20.44%	9.94%	9.05%	6.29%	5.74%	5.5%	2.68%	3.23%	1.54%	3.44%
2025/03/02	19.32%	9.13%	8.69%	5.9%	6.32%	6.47%	2.34%	3.06%	2.07%	3.17%
2025/03/03	19.81%	10.22%	7.14%	5.57%	6.18%	5.78%	2.62%	3.17%	2.15%	3.31%
2025/03/04	19.95%	9.61%	8.77%	5.94%	6.96%	6.3%	2.69%	2.74%	1.78%	3.51%
2025/03/05	21.49%	8.49%	6.82%	4.93%	7.19%	6.11%	2.96%	2.81%	1.99%	4.05%
2025/03/06	19.86%	8.19%	6.92%	5.41%	6.95%	5.52%	3.21%	3.08%	2.14%	3.31%
2025/03/07	20.98%	8.74%	6.82%	3.92%	6.12%	3.97%	2.56%	3.04%	2.49%	4.43%
2025/03/08	21.92%	9.54%	7.58%	3.66%	6.65%	4.42%	2.45%	3.07%	2.32%	4.59%
2025/03/09	21.37%	8.97%	8.2%	7.62%	5.44%	5.17%	2.78%	3.2%	1.68%	2.34%
2025/03/10	21.38%	10.32%	7.42%	8.86%	6.81%	4.61%	2.48%	2.61%	2.17%	2.65%
2025/03/11	23.11%	8.95%	8.93%	7.15%	7%	4.25%	2.98%	3.22%	1.48%	2.11%
2025/03/12	22.79%	8.46%	7.99%	5.15%	6.89%	4.01%	3.19%	3.29%	2.37%	2.14%
2025/03/13	22.6%	10.36%	9.07%	8.1%	6.32%	4.14%	2.83%	3.12%	1.71%	1.98%
2025/03/14	20.26%	9.36%	10.1%	8.78%	6.6%	4.93%	2.63%	2.87%	1.73%	1.49%
2025/03/15	21.83%	8.1%	9.22%	8.45%	5.95%	3.74%	3.15%	3.44%	1.9%	1.31%
2025/03/16	22.94%	8.89%	8.58%	7.1%	5.58%	3.99%	2.79%	3.32%	2.21%	1.7%
2025/03/17	23.2%	9.07%	8.81%	7.78%	6.14%	4.28%	3.03%	3.29%	1.96%	1.44%
2025/03/18	22.13%	9.09%	9.69%	6.93%	6.81%	3.8%	3.27%	2.76%	2.26%	1.82%
2025/03/19	20.56%	8.42%	9.46%	6.26%	6.87%	4.74%	3.42%	2.99%	2.08%	1.39%
2025/03/20	24.36%	9.75%	8.26%	6.3%	6.38%	4.12%	3.92%	2.81%	1.89%	1.6%
2025/03/21	23.62%	8.79%	9.94%	6.54%	6.15%	4.74%	3.84%	2.72%	1.94%	1.35%
2025/03/22	24.2%	7.99%	8.8%	7%	6.44%	4.55%	3.73%	2.57%	2.04%	1.69%
2025/03/23	25.31%	7.03%	7.89%	8.07%	6.6%	4.42%	3.32%	2.95%	1.79%	1.52%
2025/03/24	26.8%	9.13%	7.68%	7.59%	6.08%	3.32%	3.14%	2.92%	1.89%	1.84%
2025/03/25	25.22%	7.25%	9.16%	7.26%	6.33%	3.65%	3.8%	3.09%	1.85%	1.73%
2025/03/26	24.65%	8.04%	8.37%	7.28%	5.53%	4.53%	3.87%	2.75%	1.94%	1.73%
2025/03/27	24.65%	8.32%	7.64%	6.67%	5.98%	4.51%	3.89%	2.6%	2.57%	2.38%
2025/03/28	24.77%	6.99%	8.13%	6.54%	5.89%	4.83%	3.87%	3.45%	2.31%	1.93%
2025/03/29	25.03%	7.79%	7.99%	6.68%	6.47%	4.3%	3.54%	3.08%	2.47%	2.09%
2025/03/30	25.6%	7.6%	7.67%	6.56%	6.46%	4.29%	4.15%	2.93%	2.46%	1.67%
2025/03/31	25.16%	8.25%	7.17%	6.75%	5.76%	5.06%	4.03%	3.24%	2.52%	1.84%

In March 2025, Booking.com led with a steady rise, peaking at 26.80% on March 24. Expedia.co.uk saw a decline, ending at 8.25%. Hotels.com fluctuated, closing at 7.17%. Trivago.co.uk showed minor changes, finishing at 6.75%. Premierinn.com and Travelodge.co.uk had slight variations, ending at 5.76% and 5.06%, respectively. Airbnb.co.uk increased, reaching 4.03%. Loveholidays.com and Holidaycottages.co.uk remained stable, closing at 3.24% and 2.52%. IHG.com experienced a drop, ending at 1.84%.

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
Booking.com: Hotels | Hotels | Booking.com https://www.booking.com
Choose From a Wide Range of Properties Which Booking.com Offers. Search Now! Find...
2
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...
3
Great Cheap Hotels Near Me https://www.hotels.com › hotels › book_now
Pay Now or Later on Most Rooms — Find Hotels Nearby on Hotels.com. Compare Options & You Can Save. Browse Reviews & Photos.
4
Travelodge London - King Size Comfort From £55 https://www.travelodge.co.uk
Stay With Travelodge For Great Value And King Size Comfort. Book Your Room Now! Book Early So You...
5
The 10 Best Hotels | Unbelievably Low Prices (2025) https://www.tripadvisor.co.uk
Get everything you want in a hotel: low rates, great reviews, perfect location & more.

In the competitive landscape of Google PPC, Booking.com entices with a vast property range, while Expedia highlights member prices for savings. Hotels.com offers flexible payment options and reviews, Travelodge promotes comfort at value prices, and TripAdvisor emphasizes low rates and top reviews.

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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

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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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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 are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this 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