UK Travel Activities - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Activities 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 Activities 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
getyourguide.com	11.47
tripadvisor.co.uk	10.32
onthebeach.co.uk	8.36
viator.com	8.06
londoneye.com	2.72
campingandcaravanningclub.co.uk	2.47
pocruises.com	2.3
loveholidays.com	2.24
booking.com	2.12
attractiontickets.com	1.67
others	48.27

In the travel activities sector, ‘getyourguide.com’ leads with 11.47% click share, followed by ‘tripadvisor.co.uk’ at 10.32%. ‘Others’ collectively dominate with 48.27%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Travel Activities 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	getyourguide.com	viator.com	tripadvisor.co.uk	booking.com	onthebeach.co.uk	bigbustours.com	london-tickets.co.uk	loveholidays.com	royalcaribbean.com	pocruises.com
2025/05/01	15.36%	9.78%	11.13%	1.97%	2.04%	0.88%	0.74%	2.24%	2.28%	3.47%
2025/05/02	14.01%	10.15%	10.24%	3.05%	2.3%	0.85%	1.05%	3.28%	1.56%	3.27%
2025/05/03	13.95%	9.26%	10.6%	2.9%	1.39%	1.09%	1.28%	2.69%	1.55%	2.73%
2025/05/04	14.44%	10.49%	10.98%	2.64%	1.69%	0.91%	0.99%	2.12%	1.19%	2.57%
2025/05/05	13.7%	9.95%	10.3%	2.84%	2.52%	0.87%	1%	3.1%	0.89%	2.86%
2025/05/06	14.75%	9.51%	10.68%	2.55%	1.92%	0.87%	1.21%	2.69%	1.1%	3.02%
2025/05/07	14.56%	8.49%	9.45%	2.73%	2.23%	0.89%	1.02%	2.51%	0.92%	3.09%
2025/05/08	13.24%	8.71%	8.8%	3.08%	2.36%	0.85%	1.05%	2.71%	0.86%	3.02%
2025/05/09	13.51%	8.89%	10.15%	3%	2.13%	0.98%	0.84%	2.41%	1.01%	2.4%
2025/05/10	13.04%	8.01%	9.74%	2.72%	1.54%	0.96%	1.13%	2.33%	1.39%	2.62%
2025/05/11	13.26%	8.96%	10.1%	2.73%	1.6%	0.99%	1.65%	2.91%	1.13%	2.33%
2025/05/12	14.59%	8.74%	9.08%	3.13%	1.72%	1.13%	1.28%	2.88%	1.35%	2.63%
2025/05/13	12.93%	8.43%	10.05%	2.96%	2.85%	1.15%	0.99%	3.8%	1.04%	2.87%
2025/05/14	14.07%	8.94%	10.22%	2.78%	2.64%	0.99%	0.77%	3.06%	1.05%	2.81%
2025/05/15	14.44%	11.66%	11.16%	3%	1.95%	1.1%	1.1%	1.98%	1.13%	2.05%
2025/05/16	13.34%	13.07%	11.84%	3.1%	2.76%	1.09%	1.23%	3.1%	1%	1.69%
2025/05/17	14.73%	13.89%	13.24%	3.24%	0.33%	1.07%	1.13%	1.44%	1.65%	1.43%
2025/05/18	13.85%	13.81%	13.45%	3.7%	1.28%	1.43%	1.59%	1.6%	1.58%	1.57%
2025/05/19	14.3%	14.2%	12.76%	3.53%	1.28%	1.46%	1.34%	1.43%	1.59%	1.66%
2025/05/20	13.8%	13.73%	11.63%	3.27%	2.02%	1.32%	1.1%	1.91%	1.56%	1.42%
2025/05/21	13.7%	13.71%	13.02%	3.65%	1.21%	1.62%	1.05%	1.61%	0.61%	1.3%
2025/05/22	14.11%	13.81%	12.29%	3.47%	1.14%	1.5%	0.91%	1.35%	1.15%	1.3%
2025/05/23	13.83%	14.58%	11.45%	3.39%	1.61%	1.59%	1.8%	1.12%	1.19%	1.32%
2025/05/24	13.74%	14.5%	12.02%	3.06%	2.89%	1.45%	1.27%	2.47%	1.08%	1.1%
2025/05/25	14.8%	14.94%	13.13%	3.57%	1.02%	1.67%	1.46%	1.7%	1.13%	0.94%
2025/05/26	15.03%	14.62%	11.35%	4.22%	0.77%	1.64%	1.74%	1.38%	0.93%	1.13%
2025/05/27	14.52%	13.95%	10.72%	3.02%	1.34%	1.67%	1.25%	1.63%	1.14%	1.07%
2025/05/28	15.65%	13.23%	11.05%	3.4%	0.45%	1.87%	1.03%	1.17%	1.18%	1.4%
2025/05/29	14.86%	13.31%	10.98%	3.23%	1.29%	1.57%	1.99%	1.32%	1.16%	1.42%
2025/05/30	14.67%	12.77%	11.33%	3.06%	1.93%	1.85%	1.51%	2.14%	1.4%	1.15%
2025/05/31	16%	14.29%	12.22%	2.41%	2.02%	1.67%	1.35%	1.18%	1.09%	1.01%

In May 2025, GetYourGuide led with a 16.00% share, peaking at month’s end. Viator and Tripadvisor followed, showing steady growth. Booking.com and OnTheBeach.co.uk fluctuated, while BigBusTours and London-Tickets.co.uk remained stable.

Market Exposure

Competitor Count for UK Travel Activities

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	2086
2025/05/02	2091
2025/05/03	2137
2025/05/04	2191
2025/05/05	2139
2025/05/06	2128
2025/05/07	2220
2025/05/08	2214
2025/05/09	2266
2025/05/10	2269
2025/05/11	2286
2025/05/12	2243
2025/05/13	2281
2025/05/14	2328
2025/05/15	2320
2025/05/16	2279
2025/05/17	2167
2025/05/18	2125
2025/05/19	2058
2025/05/20	2034
2025/05/21	1979
2025/05/22	1876
2025/05/23	1832
2025/05/24	1844
2025/05/25	1812
2025/05/26	1817
2025/05/27	1820
2025/05/28	1828
2025/05/29	1790
2025/05/30	1794
2025/05/31	1778

In May 2025, distinct advertisers peaked at 2,328 on May 14, then steadily declined, ending at 1,778.

Campaign Efficiency

Market Loss & Market Gains for UK Travel Activities

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
viator.com	3.38%
londoneye.com	1.19%
tripadvisor.co.uk	1.07%
getyourguide.com	0.95%
campsites.co.uk	0.86%
travel.saga.co.uk	-0.4%
loveholidays.com	-1.11%
redletterdays.co.uk	-1.2%
pocruises.com	-1.37%
onthebeach.co.uk	-3.22%

Viator.com surged with a 3.38% click share increase, while onthebeach.co.uk dropped by 3.22%. Londoneye.com and tripadvisor.co.uk also saw positive gains, contrasting with declines for pocruises.com and redletterdays.co.uk.

Campaign Efficiency

UK Travel Activities 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	getyourguide.com	viator.com	tripadvisor.co.uk	onthebeach.co.uk	london-tickets.co.uk	booking.com	loveholidays.com	virginexperiencedays.co.uk	campingandcaravanningclub.co.uk	pocruises.com
2025/05/01	17.2%	7.56%	9.9%	4.26%	1.09%	2.62%	3.46%	1.54%	1.37%	2.03%
2025/05/02	15.91%	8.03%	8.83%	4.07%	1.53%	3.55%	5.81%	1.93%	1.26%	2.01%
2025/05/03	16.43%	7.84%	9.36%	3.01%	1.94%	3.26%	4.42%	1.99%	1.23%	1.72%
2025/05/04	16.71%	8.97%	9.44%	3.41%	1.69%	3.09%	3.25%	1.36%	1.14%	1.6%
2025/05/05	15.74%	8.28%	8.57%	4.42%	1.61%	3.4%	5.07%	2.05%	1.09%	1.78%
2025/05/06	17.12%	7.68%	9.38%	3.73%	2.04%	2.79%	4.45%	0.98%	1.01%	1.9%
2025/05/07	16.34%	6.81%	8.35%	4.81%	1.58%	2.84%	4.05%	1.37%	1.06%	2%
2025/05/08	14.43%	6.99%	7.44%	4.5%	1.75%	3.44%	4.76%	1.39%	1.08%	1.87%
2025/05/09	15.27%	7.29%	9.07%	4.26%	1.48%	2.97%	4.04%	1.37%	1.2%	1.59%
2025/05/10	14.28%	6.63%	8.67%	4.06%	1.88%	2.76%	3.9%	1.74%	0.65%	1.75%
2025/05/11	13.99%	7.17%	8.6%	2.5%	2.86%	2.98%	5%	1.44%	0.7%	1.52%
2025/05/12	15.96%	6.72%	7.42%	4.35%	2.08%	3.3%	4.84%	2.02%	0.68%	1.72%
2025/05/13	14.05%	6.67%	8.57%	5.13%	1.56%	2.97%	6.55%	1.51%	1%	1.8%
2025/05/14	15.82%	7.45%	9.14%	4.28%	1.4%	2.77%	5.04%	1.58%	1.12%	1.77%
2025/05/15	16.9%	11.04%	10.07%	3.99%	1.92%	2.94%	2.98%	1.55%	0.96%	1.29%
2025/05/16	15.27%	12.54%	10.42%	4.84%	1.96%	2.94%	5.28%	1.08%	0.99%	1.05%
2025/05/17	17.74%	12.87%	11.95%	1%	2.04%	3.5%	2.29%	1.19%	0.66%	0.97%
2025/05/18	15.93%	12.48%	11.49%	2.81%	2.83%	4.69%	2.36%	0.8%	0.75%	1.03%
2025/05/19	16.68%	12.94%	11.12%	2.91%	2.35%	3.86%	2.05%	1.18%	0.81%	1.11%
2025/05/20	15.77%	12.17%	10.11%	4.05%	1.77%	3.54%	2.87%	1.1%	0.69%	0.89%
2025/05/21	15.34%	11.41%	11.04%	2.41%	1.84%	4.48%	2.47%	1.14%	0.71%	0.84%
2025/05/22	15.82%	11.31%	10.1%	2.14%	1.7%	4.59%	2.17%	0.92%	1.45%	0.86%
2025/05/23	15.66%	13.19%	9.88%	3.04%	3.28%	4.27%	1.44%	0.94%	1.32%	0.84%
2025/05/24	15.71%	13.26%	10.44%	4.58%	2.11%	3.68%	4.3%	1.55%	0.79%	0.68%
2025/05/25	17.33%	13.5%	11.58%	1.67%	2.55%	4.73%	2.69%	1.28%	0.76%	0.6%
2025/05/26	17.49%	13.08%	9.76%	1%	2.94%	5.01%	2.07%	1.66%	0.76%	0.72%
2025/05/27	16.93%	12.75%	9.26%	2.06%	2.27%	3.31%	2.65%	0.86%	1.42%	0.71%
2025/05/28	18.41%	11.84%	9.41%	0.64%	1.97%	3.5%	1.9%	0.97%	1.36%	0.94%
2025/05/29	17.68%	11.81%	9.11%	2.68%	3.69%	3.34%	2.34%	1.14%	1.23%	0.89%
2025/05/30	16.7%	10.7%	9.31%	3.8%	2.52%	2.91%	3.99%	0.81%	1.5%	0.71%
2025/05/31	19.12%	12.54%	10.7%	3.25%	2.43%	2.33%	1.76%	0.81%	0.69%	0.66%

In May 2025, GetYourGuide.com led with a fluctuating impression share, peaking at 19.12% on the 31st. Viator.com saw a mid-month surge, reaching 13.5% on the 25th. TripAdvisor.co.uk maintained steady growth, ending at 10.7%. The month concluded with GetYourGuide.com dominating the impression share.

Campaign Efficiency

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

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
Embers Camping https://www.emberscamping.co.uk
Plenty to keep the kids busy — Campsites with activities based in Sussex, New Forest, Surrey, Kent...
2
Book London Attraction Tickets https://www.london-tickets.co.uk
Get Instant Mobile Tickets — Easy booking process, 24 hrs customer support, 10% additional cashback, easy refunds. Lowest prices...
3
Visit The London Eye https://www.londoneye.com
Best Ticket Prices — Enjoy London From Every Angle. 360° Views From The Sky & A Boat Cruise On The Thames. Book...
4
Beach Holidays 2025/2026 from £139 | loveholidays https://www.loveholidays.com
Low Deposits from just £25pp with loveholidays™! ATOL Protected Holidays. Make Booking Your Next...
5
On the Beach™ Official Site https://www.onthebeach.co.uk
On the Beach Holiday Perks — Pay Your Way With FlexiPay & Spread The Cost Of Your Holiday. We Keep Things Easy-Breezy!

In the vibrant world of PPC, Embers Camping captivates families with activity-rich campsites, while London Tickets entices with instant mobile access and cashback. The London Eye offers panoramic city views, loveholidays tempts with low deposits, and On the Beach simplifies holiday payments. Each ad uniquely appeals to wanderlust.

Frequently Asked Questions

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

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

The UK Travel Activities 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.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

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

The UK Travel Activities 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.

Complete the form below to get started.
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

Get the full picture

See this data specific to your brand performance

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 Activities - PPC Market Share Analysis May 2025

Share of Clicks for top 10 UK Travel Activities brands

Share of Spend for the top 10 UK Travel Activities brands

Competitor Count for UK Travel Activities

Market Loss & Market Gains for UK Travel Activities

UK Travel Activities Share of Impressions

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

Frequently Asked Questions

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

Why is the UK Travel Activities May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Travel Activities May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Travel Activities 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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