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UK Travel Accommodation – PPC Market Share Analysis December 2024

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Travel 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
tripadvisor.co.uk 1.57
loveholidays.com 1.85
ihg.com 2.16
airbnb.co.uk 3.96
travelodge.co.uk 4.2
trivago.co.uk 4.83
expedia.co.uk 6.13
hotels.com 7.17
premierinn.com 13.07
booking.com 26.47
others 28.59

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Booking.com leads the UK market for share of clicks. Premier Inn secured 2nd place and Hotels.com with 3rd place. Trip Advisor securing 1.6% as the lowest advertiser share listed but a larger 28% in ‘others’ with smaller share in this category.

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 premierinn.com travelodge.co.uk trivago.co.uk ihg.com loveholidays.com airbnb.co.uk tripadvisor.co.uk
2024/12/01 25.03% 9.8% 7.38% 9.15% 5.58% 7.37% 2.53% 2.59% 1.64% 2%
2024/12/02 23.26% 9.64% 7.02% 10.28% 4.84% 7.12% 2.95% 2.24% 1.77% 2.57%
2024/12/03 24.09% 9.64% 7.5% 11.12% 5.27% 7.24% 2.99% 2.03% 1.57% 2.72%
2024/12/04 23.75% 9.23% 6.9% 11.48% 6.2% 6.8% 3.02% 2.04% 1.71% 2.72%
2024/12/05 25.55% 9.73% 7.48% 10.37% 6.2% 6.15% 3.35% 1.86% 1.73% 2.5%
2024/12/06 26.34% 9.46% 7.98% 10.44% 6% 6.44% 3.44% 1.61% 1.72% 2.37%
2024/12/07 24.38% 10.22% 8.75% 10.18% 6.43% 7.25% 3.28% 1.41% 1.8% 2.54%
2024/12/08 25.79% 8.54% 8.05% 9.46% 6.02% 6.32% 3.39% 1.46% 2.02% 3.18%
2024/12/09 26.82% 8.2% 7.6% 10.75% 5.55% 6.5% 3.13% 1.59% 1.85% 2.65%
2024/12/10 27.59% 7.88% 7.87% 10.74% 5.6% 6.43% 3.37% 1.49% 1.7% 2.28%
2024/12/11 24.07% 6.97% 8.45% 9.34% 5.9% 7.44% 2.54% 1.73% 1.92% 2.58%
2024/12/12 26.26% 5.58% 8.04% 10.59% 5.41% 5.22% 2.68% 1.45% 1.65% 1.86%
2024/12/13 29.35% 5.92% 9.08% 9.12% 5.19% 5.09% 2.43% 1.46% 1.24% 1.43%
2024/12/14 28.73% 6.03% 8.92% 9.43% 5.3% 5.27% 2.9% 1.36% 1.47% 1.38%
2024/12/15 28.23% 5.61% 8.32% 10.31% 5.93% 4.45% 2.66% 1.44% 1.76% 1.57%
2024/12/16 29.6% 5.74% 8.02% 10.26% 4.68% 3.51% 2.16% 1.83% 1.65% 1.29%
2024/12/17 30.24% 5.34% 8.45% 10.81% 4.58% 3.79% 2.7% 2.24% 1.83% 1.06%
2024/12/18 30.01% 6.41% 9.33% 8.17% 4.58% 5.89% 1.65% 2.09% 1.95% 1.36%
2024/12/19 31.17% 6.09% 8.41% 8.4% 5.38% 4.81% 1.26% 1.87% 1.51% 1.62%
2024/12/20 28.67% 6.05% 9.07% 8.38% 5.33% 4.7% 2.06% 2.07% 1.77% 2.22%
2024/12/21 29.17% 7.8% 9.41% 7.69% 4.9% 4.76% 2.84% 2.46% 1.56% 1.35%
2024/12/22 28.46% 6.69% 9.54% 7.17% 5.06% 5.12% 2.95% 2.15% 1.74% 1.94%
2024/12/23 29.05% 7.62% 10.22% 7.54% 4.46% 3.62% 3.43% 2.7% 1.61% 1.6%
2024/12/24 27.41% 8.84% 9.09% 7.47% 4.67% 3.11% 3.44% 2.73% 1.59% 1.57%
2024/12/25 27.45% 8.18% 9.21% 7.72% 4.34% 4.75% 3.95% 2.91% 1.41% 1.19%
2024/12/26 28.85% 8.75% 10.03% 6.72% 4.8% 4.63% 3.19% 3.67% 1.33% 1.29%
2024/12/27 27.27% 9.61% 8.32% 7.55% 5.24% 4.62% 3.49% 3.09% 1.48% 1.54%
2024/12/28 26.41% 8.13% 8.98% 7.27% 4.79% 5.25% 3.59% 3.02% 1.63% 2.05%
2024/12/29 26.57% 7.4% 8.71% 7.69% 4.89% 6.14% 3.62% 3.3% 1.61% 1.59%
2024/12/30 27.68% 9.33% 7.7% 7.63% 5.54% 5.39% 4.26% 2.36% 1.57% 2.12%
2024/12/31 28.12% 9.68% 9.68% 6.62% 5.82% 4.18% 3.9% 2.56% 1.64% 1.42%

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Booking.com has successfully held its position as the largest share of spend for this category. Hotels.com has increased their advertising spend to gain ground through the month. Expedia spend dipped mid month but regained.

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
2024/12/01 3983
2024/12/02 4239
2024/12/03 4064
2024/12/04 4267
2024/12/05 4299
2024/12/06 4184
2024/12/07 4253
2024/12/08 4257
2024/12/09 4227
2024/12/10 4108
2024/12/11 4276
2024/12/12 6260
2024/12/13 6083
2024/12/14 6057
2024/12/15 6071
2024/12/16 5884
2024/12/17 5282
2024/12/18 5279
2024/12/19 5286
2024/12/20 5145
2024/12/21 4852
2024/12/22 4690
2024/12/23 4314
2024/12/24 4057
2024/12/25 4289
2024/12/26 3992
2024/12/27 4073
2024/12/28 4052
2024/12/29 3845
2024/12/30 4015
2024/12/31 3785

Copyright © Adthena. All rights reserved.

Last month has seen a slight decrease in the number of advertisers in this category, from a high of 6,260 to a low of 3,785.

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 month.

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Market Loss & Market Gains - Last month
Name Market Trend
booking.com 0.9%
loveholidays.com 0.67%
tui.co.uk 0.56%
parkdeanresorts.co.uk 0.52%
hoseasons.co.uk 0.32%
tripadvisor.co.uk -0.37%
kayak.co.uk -0.39%
travelodge.co.uk -0.54%
trivago.co.uk -0.79%
premierinn.com -2.15%

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Booking.com, Love Holidays and Tui all secured 1st, 2nd and 3rd place gains. Losses were lead by Premier Inn and Trivago.

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 travelodge.co.uk premierinn.com hotels.com ihg.com trivago.co.uk loveholidays.com airbnb.co.uk tripadvisor.co.uk
2024/12/01 19.03% 8.2% 8.01% 10.28% 5.39% 3.64% 7.38% 3.22% 2.62% 1.8%
2024/12/02 17.32% 8.19% 7% 11.18% 5.21% 4.15% 6.9% 2.92% 2.72% 2.26%
2024/12/03 17.81% 8.44% 7.87% 12.07% 5.66% 4.29% 7.23% 2.65% 2.52% 2.39%
2024/12/04 17.68% 8.05% 8.62% 12.28% 5.43% 4.12% 6.84% 2.53% 2.68% 2.35%
2024/12/05 18.9% 8.6% 8.69% 11.36% 5.66% 4.69% 6.29% 2.34% 2.76% 2.2%
2024/12/06 19.93% 8.11% 8.52% 11.51% 6.09% 4.85% 6.41% 1.97% 2.77% 2.11%
2024/12/07 18.85% 9.16% 8.79% 11.1% 6.4% 4.44% 7.14% 1.66% 2.74% 2.25%
2024/12/08 19.62% 7.32% 8.54% 10.58% 6.26% 4.65% 6.25% 1.76% 3.07% 2.76%
2024/12/09 20.32% 7.18% 7.97% 11.71% 5.51% 4.31% 6.62% 1.9% 2.96% 2.36%
2024/12/10 21.01% 6.72% 8.46% 11.61% 5.96% 4.75% 6.34% 1.78% 2.75% 2.02%
2024/12/11 18.22% 5.85% 8.55% 9.89% 6.38% 3.59% 7.34% 2.03% 3.02% 2.28%
2024/12/12 18.25% 4.2% 7.28% 10.07% 6.16% 3.35% 4.6% 1.57% 2.37% 1.5%
2024/12/13 20.45% 4.5% 6.93% 9.08% 6.41% 3.16% 4.7% 1.62% 1.86% 1.19%
2024/12/14 20.2% 4.76% 7.14% 9.49% 6.19% 3.74% 4.86% 1.56% 2.18% 1.12%
2024/12/15 19.9% 4.3% 7.72% 10.23% 5.92% 3.3% 4.21% 1.62% 2.54% 1.3%
2024/12/16 21.84% 4.39% 6.45% 10.34% 5.78% 2.74% 3.42% 2.2% 2.56% 1.11%
2024/12/17 22.87% 4.89% 6.93% 11.34% 6.58% 3.63% 3.85% 2.88% 3.06% 0.96%
2024/12/18 23.3% 5.49% 6.98% 9.02% 6.87% 2.2% 6.28% 2.63% 3.24% 1.26%
2024/12/19 23.83% 5.43% 7.69% 8.89% 6.3% 1.61% 5.37% 2.4% 2.55% 1.49%
2024/12/20 21.82% 5.64% 7.62% 8.79% 6.23% 2.79% 4.98% 2.56% 2.93% 2.01%
2024/12/21 22.36% 6.7% 7.02% 8.41% 6.61% 4.01% 5.33% 3.08% 2.68% 1.32%
2024/12/22 21.95% 5.92% 7.18% 7.73% 7.38% 4.09% 5.27% 2.77% 2.68% 1.84%
2024/12/23 22.61% 6.57% 6.47% 8.16% 6.86% 4.74% 3.9% 3.39% 2.77% 1.46%
2024/12/24 20.62% 7.6% 6.83% 7.77% 6.69% 4.78% 3.52% 3.45% 2.65% 1.41%
2024/12/25 21.29% 7.14% 6.1% 8.22% 6.78% 5.08% 4.64% 3.35% 2.28% 1.1%
2024/12/26 22.35% 7.61% 6.58% 7.42% 7.16% 4.32% 5.07% 4.63% 2.27% 1.2%
2024/12/27 20.69% 8.66% 7.44% 7.95% 6.21% 4.71% 4.93% 3.91% 2.38% 1.38%
2024/12/28 20.85% 7.43% 6.94% 7.9% 6.51% 4.88% 5.22% 3.87% 2.61% 1.88%
2024/12/29 21.17% 6.86% 6.86% 8.23% 6.3% 4.9% 6.14% 3.99% 2.61% 1.45%
2024/12/30 21.47% 8.37% 7.67% 7.98% 6% 5.74% 5.89% 3.04% 2.47% 1.88%
2024/12/31 21.91% 9.05% 7.98% 7.18% 7.07% 5.34% 4.65% 3.13% 2.65% 1.36%

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Booking.com dominated Share of Impressions last month. Premier Inn showed losses in Share of Impressions as the month progressed.

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. 1
    Booking.com - Booking.com: Hotels https://www.booking.com

    Choose From a Wide Range of Properties Which Booking.com Offers. Search Now! Find What You Need At Booking.com, The Biggest Travel Site In...

  2. 2
    Deals on Hotels on Expedia - Competitive Pricing https://www.expedia.co.uk › hotels › book_now

    Search Hotels. Find & Compare Deals and You Can Save Big! Your Virtual Travel Agent...

  3. 3
    Great Cheap Hotels Near Me https://www.hotels.com › hotels › book_now

    Fast and Easy. Book in Minutes — Find Hotels Nearby on Hotels.com. Compare Options & You Can Save. Browse Reviews & Photos.

  4. 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!

  5. 5
    Cheap Hotels near Centre https://uk.trip.com › hotel-deals › centre

    Book Hotels near Centre — Find low priced hotels around Centre on...

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Ad copy varies widely across advertisers. Most advertisers are heavily reliant on their brand name early in the headline copy. Pipes are often used to break up copy and some using ® symbol to drive CTR.

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