UK Travel Activities - PPC Market Share Analysis April 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.

See more data

Share of Clicks - Last month
Domain	Share of clicks
getyourguide.com	12.42
onthebeach.co.uk	11.67
tripadvisor.co.uk	9.05
viator.com	5.24
pocruises.com	3.73
loveholidays.com	2.35
royalcaribbean.com	1.95
booking.com	1.92
londoneye.com	1.85
attractiontickets.com	1.78
others	48.04

In the travel activities PPC landscape, ‘getyourguide.com’ leads with 12.42% click share, followed by ‘onthebeach.co.uk’ at 11.67%. ‘Others’ collectively dominate with 48.04%, 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.

See more data

Share of Spend - Last Month
Date	getyourguide.com	tripadvisor.co.uk	viator.com	pocruises.com	onthebeach.co.uk	loveholidays.com	booking.com	royalcaribbean.com	gadventures.com	iglucruise.com
2025/04/01	14.41%	6.78%	6.85%	3.48%	2.13%	4.55%	2.38%	1.2%	1.72%	1.54%
2025/04/02	15.27%	8.19%	8.11%	3.57%	2.31%	1.66%	2.03%	1.26%	1.8%	1.71%
2025/04/03	14.55%	8.19%	8.59%	3.6%	1.43%	1.4%	2.88%	1.54%	1.45%	1.85%
2025/04/04	14.71%	8.07%	8.77%	3.57%	1.97%	2.32%	2.72%	1.28%	1.41%	2.07%
2025/04/05	13.83%	7.4%	6.4%	3.49%	3.05%	4.08%	2.31%	2.11%	1.44%	1.64%
2025/04/06	16.1%	8.18%	6.77%	3.36%	1.81%	2.74%	2.72%	0.83%	1.61%	1.54%
2025/04/07	15.62%	8.49%	6.6%	4.03%	3.12%	3.43%	3.19%	1.27%	1.26%	1.98%
2025/04/08	14.14%	6.31%	6.16%	4.37%	2.15%	3.3%	2.88%	1.75%	1.32%	2.04%
2025/04/09	14.88%	8.05%	6.15%	4.06%	2.96%	3.1%	2.46%	0.61%	1.4%	1.91%
2025/04/10	14.92%	5.96%	5.88%	3.92%	2.95%	3.95%	2.9%	2.23%	1.06%	1.58%
2025/04/11	14.99%	7.48%	6.5%	4.24%	1.94%	2.22%	2.8%	1.89%	0.95%	1.6%
2025/04/12	14.19%	8.01%	6.79%	3.68%	1.98%	2.45%	2.92%	2.44%	1%	1.58%
2025/04/13	15.61%	9.71%	7.75%	3.68%	1.92%	2.07%	3.18%	2.01%	1%	1.39%
2025/04/14	16.15%	8.74%	7.59%	4.01%	2.41%	3.06%	2.97%	2.25%	0.94%	1.73%
2025/04/15	16.92%	9.36%	7.04%	3.61%	2.09%	1.78%	3.37%	2.14%	1.42%	1.24%
2025/04/16	16.48%	9.45%	7.24%	3.65%	2.29%	1.92%	3.11%	1.77%	1.34%	1.31%
2025/04/17	15.78%	8.95%	8%	3.41%	3.19%	2.38%	2.78%	2.67%	1%	1.36%
2025/04/18	14.72%	8.77%	8.08%	3.64%	3.07%	3.22%	2.59%	2.89%	1.14%	1.32%
2025/04/19	16.32%	9.64%	9.38%	3.56%	1.27%	2.16%	3.07%	2.76%	0.83%	1.31%
2025/04/20	16.11%	9.78%	9.06%	3.21%	2.61%	2.19%	2.75%	2.23%	0.99%	1.26%
2025/04/21	16.17%	10.78%	9.23%	3.26%	2.09%	2.23%	2.49%	2.33%	1.2%	1.21%
2025/04/22	14.95%	10.95%	8.56%	3.53%	2.3%	3.24%	2.94%	1.5%	1.04%	1.47%
2025/04/23	15.34%	10.13%	8.49%	3.83%	2.61%	2.83%	2.39%	1.84%	1.21%	1.26%
2025/04/24	15.53%	11.14%	9.71%	3.66%	0.64%	1.5%	2.58%	2.02%	0.9%	1.2%
2025/04/25	15.97%	10.33%	9.83%	3.32%	1.51%	1.62%	3.09%	1.62%	1.06%	1.22%
2025/04/26	15.15%	12.05%	8.7%	3.6%	1.73%	2.28%	2.89%	1.86%	1.02%	1.29%
2025/04/27	14.32%	11%	8.22%	3.32%	1.79%	2.4%	2.3%	1.76%	1.31%	1.18%
2025/04/28	13.84%	10.46%	8.72%	3.64%	2.09%	3.19%	2.58%	1.58%	1.41%	1.32%
2025/04/29	15.26%	11.36%	8.52%	4.18%	1.48%	2.4%	2.69%	1.86%	1.29%	1.42%
2025/04/30	14.39%	9.77%	7.97%	3.8%	2.66%	2.53%	2.27%	2.15%	1.48%	1.4%

April saw dynamic shifts in PPC spend share. GetYourGuide led with fluctuations, peaking mid-month. TripAdvisor and Viator showed consistent growth, while PO Cruises and OnTheBeach experienced volatility. The month concluded with diverse trends.

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.

See more data

Competitor Count - Last month
Date	Competitor Count
2025/04/01	2303
2025/04/02	2284
2025/04/03	2291
2025/04/04	2278
2025/04/05	2260
2025/04/06	2345
2025/04/07	2302
2025/04/08	2326
2025/04/09	2260
2025/04/10	2310
2025/04/11	2272
2025/04/12	2242
2025/04/13	2241
2025/04/14	2198
2025/04/15	2223
2025/04/16	2197
2025/04/17	2194
2025/04/18	2101
2025/04/19	2218
2025/04/20	2187
2025/04/21	2146
2025/04/22	2223
2025/04/23	2207
2025/04/24	2189
2025/04/25	2170
2025/04/26	2157
2025/04/27	2176
2025/04/28	2137
2025/04/29	2126
2025/04/30	2111

April saw a fluctuating trend in distinct advertisers, starting at 2,303 and ending at 2,111. Mid-month, numbers dipped to 2,101, reflecting a dynamic advertising landscape.

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.

See more data

Market Loss & Market Gains - Last month
Name	Market Trend
tripadvisor.co.uk	2.16%
viator.com	1.36%
redletterdays.co.uk	1.08%
campingandcaravanningclub.co.uk	0.68%
crystalski.co.uk	0.4%
gadventures.com	-0.24%
pocruises.com	-0.26%
iglucruise.com	-0.29%
attractiontickets.com	-0.38%
onthebeach.co.uk	-2.04%

Tripadvisor.co.uk leads with a 2.16% click share rise, while onthebeach.co.uk drops by 2.04%. Viator.com and redletterdays.co.uk also see gains, contrasting with declines for attractiontickets.com and iglucruise.com.

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.

See more data

Date	getyourguide.com	tripadvisor.co.uk	viator.com	onthebeach.co.uk	loveholidays.com	booking.com	pocruises.com	london-tickets.co.uk	iglucruise.com	attractiontickets.com
2025/04/01	14.6%	5.72%	5.34%	5.18%	8.56%	2.55%	1.89%	1.46%	1.28%	1.05%
2025/04/02	16.41%	6.88%	5.92%	5.47%	2.64%	2.33%	2.09%	1.42%	1.57%	1.22%
2025/04/03	16.16%	7.88%	6.28%	4.11%	1.72%	3.13%	2.09%	1.03%	1.63%	1.82%
2025/04/04	15.97%	7.02%	6.37%	5.18%	4.35%	2.56%	2.06%	0.9%	1.86%	1.27%
2025/04/05	14.87%	6.71%	4.53%	6.9%	6.94%	2.02%	1.98%	0.52%	1.45%	1.36%
2025/04/06	17.82%	7.54%	5.37%	4.52%	3.84%	2.86%	1.93%	1.43%	1.33%	1.28%
2025/04/07	17.39%	8.08%	4.97%	6.51%	4.98%	3.77%	2.27%	1.03%	1.71%	1.61%
2025/04/08	15.46%	5.45%	4.43%	4.86%	5.31%	3.46%	2.59%	1.15%	1.94%	1.65%
2025/04/09	16.75%	7.4%	4.38%	6.71%	5.17%	2.52%	2.4%	0.67%	1.77%	1.49%
2025/04/10	15.9%	4.99%	4.2%	6.4%	6.54%	3.21%	2.19%	1.59%	1.34%	1.65%
2025/04/11	16.77%	6.7%	4.6%	4.88%	3.41%	3.12%	2.52%	1.12%	1.45%	0.87%
2025/04/12	15.6%	6.65%	4.83%	4.9%	3.99%	3.57%	2.19%	1.77%	1.39%	1.14%
2025/04/13	17.88%	9.18%	5.88%	4.45%	3.11%	3.69%	2.16%	2.44%	1.2%	0.87%
2025/04/14	18.14%	7.76%	5.63%	5.5%	5.43%	3.39%	2.34%	0.9%	1.54%	1.49%
2025/04/15	19.29%	8.82%	5.22%	4.63%	2.29%	3.69%	2.08%	2.41%	1.08%	1.2%
2025/04/16	19%	8.64%	5.19%	5.4%	3.06%	3.62%	2.19%	2.45%	1.14%	1.04%
2025/04/17	18%	7.56%	5.6%	7.61%	4.09%	2.77%	2.1%	1.12%	1.22%	1.4%
2025/04/18	15.76%	7.37%	5.67%	7.1%	6.01%	3.87%	2.15%	2.09%	1.16%	1.18%
2025/04/19	18.65%	8.87%	7.7%	3.25%	3.6%	3.39%	2%	1.32%	1.08%	1.37%
2025/04/20	18.29%	8.55%	7%	5.75%	3.26%	3.25%	1.85%	2.18%	1.11%	0.89%
2025/04/21	18.41%	9.97%	7.63%	5.25%	3.81%	2.59%	1.87%	1.18%	1.06%	1.22%
2025/04/22	16.5%	9.62%	6.6%	4.92%	5.52%	3.45%	2.08%	1.89%	1.29%	1.14%
2025/04/23	16.86%	9.09%	6.49%	6.11%	4.59%	2.62%	2.25%	2.06%	1.11%	1.1%
2025/04/24	18.09%	10.07%	7.86%	1.37%	1.9%	3.2%	2.17%	1.74%	1.06%	0.95%
2025/04/25	18.14%	9.15%	7.92%	3.3%	2.38%	3.45%	1.93%	1.38%	1.15%	1.03%
2025/04/26	17.11%	11.26%	7.02%	4.21%	3.31%	3.28%	2.06%	1.4%	1.13%	1.07%
2025/04/27	15.58%	9.98%	6.29%	4.11%	3.86%	2.88%	1.9%	1.8%	1.01%	1.04%
2025/04/28	15.07%	8.94%	6.59%	4.27%	4.97%	3%	2.12%	0.81%	1.11%	0.83%
2025/04/29	17.46%	10.19%	6.28%	3.04%	3.64%	3.34%	2.49%	1.09%	1.29%	1.14%
2025/04/30	16.1%	8.97%	6.1%	5.44%	3.75%	2.74%	2.27%	1.54%	1.23%	0.94%

April 2025 saw “getyourguide.com” leading with fluctuating impressions, peaking mid-month. “tripadvisor.co.uk” and “viator.com” followed, showing steady growth. By month’s end, “getyourguide.com” maintained dominance, while others showed varied trends.

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.

See more data

1
London Eye Tickets https://www.booking.com › london-eye › book-now
Book London Eye Tickets — Unlock Queue Jump, Discounts and Free Cancellation Options When You Book With Booking.com.
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 Holiday Packages | Cheap Flight + Hotel Packages https://www.loveholidays.com › beach › packages
Package Holidays At Your Fingertips With Deposits from £25pp. ATOL Protected. Book Now
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! Book...

In the competitive world of travel PPC, Booking.com entices with queue jumps and free cancellations for London Eye tickets. London-tickets.co.uk offers instant mobile tickets and cashback, while londoneye.com highlights 360° views and a Thames cruise. Loveholidays.com and onthebeach.co.uk focus on affordable, flexible beach holiday packages.

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are 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 them
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 PPC Market Share Report 2025 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 are these reports?

The PPC Marketing Share 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 PPC Market Share Report 2025 aggregates data from across both device types and Google Shopping.
Who is this report for?

The PPC Market Share Report 2025 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.

UK Travel Activities - PPC Market Share Analysis April 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 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