UK Travel Destinations - PPC Market Share Analysis April 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Destinations 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 Destinations 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
loveholidays.com	16.69
tui.co.uk	8.16
jet2holidays.com	8.08
booking.com	6.1
easyjet.com	4.89
onthebeach.co.uk	4.22
thomascook.com	3.23
virginatlantic.com	2.68
lastminute.com	2.29
expedia.co.uk	1.93
others	41.73

In the travel PPC landscape, Loveholidays leads with 16.69% click share, followed by TUI at 8.16%. Others collectively dominate with 41.73%.

Market Exposure

Share of Spend for the top 10 UK Travel Destinations 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	loveholidays.com	jet2holidays.com	tui.co.uk	easyjet.com	booking.com	onthebeach.co.uk	virginatlantic.com	lastminute.com	thomascook.com	expedia.co.uk
2025/04/01	18.16%	10.89%	9.64%	2.43%	5.31%	3.33%	1.9%	2.7%	3.83%	1.74%
2025/04/02	16.89%	10.86%	12.11%	2.56%	4.1%	4.39%	1.82%	3.23%	3.32%	1.64%
2025/04/03	18.21%	9.29%	10.05%	2.07%	6.01%	3.62%	2.03%	2.67%	2.79%	1.28%
2025/04/04	17.38%	9.91%	9.44%	2.83%	5.88%	3.89%	2.66%	2.89%	2.49%	1.67%
2025/04/05	16.44%	8.76%	9.32%	3.04%	5.32%	2.74%	2.76%	2.28%	5.31%	1.64%
2025/04/06	16.08%	8.49%	9.29%	2.72%	7%	2.49%	2.7%	2.32%	5.8%	2.43%
2025/04/07	15.66%	11.11%	11.72%	4.1%	6.15%	2.85%	2.6%	2.6%	4.4%	1.45%
2025/04/08	15.95%	9.46%	9.88%	4.18%	6.63%	2.58%	3.64%	1.53%	4.34%	1.85%
2025/04/09	14.21%	12.01%	10.14%	4.26%	6.96%	3.34%	3.46%	1.35%	2.7%	1.83%
2025/04/10	15.58%	10.68%	7.8%	5.21%	5.91%	4.36%	3.55%	1.39%	2.93%	2.21%
2025/04/11	15.73%	10.76%	7.13%	4.87%	5.63%	3.4%	3.42%	1.67%	3.37%	1.98%
2025/04/12	15.9%	10.88%	8.75%	4.95%	6.01%	3.11%	3.4%	1.83%	3.25%	2.04%
2025/04/13	15.25%	11.91%	9.41%	6.88%	5.82%	4.02%	2.26%	1.91%	3.41%	2.08%
2025/04/14	14.8%	11.13%	10.35%	6.18%	5.68%	4.41%	2.81%	1.88%	3.69%	2.26%
2025/04/15	14.58%	11.53%	9.56%	6.56%	5.28%	4.09%	3.06%	1.58%	3.77%	2.04%
2025/04/16	14.89%	14.58%	8.37%	6.82%	5.43%	4.1%	2.71%	1%	2.5%	1.88%
2025/04/17	14.72%	8.72%	9.52%	6.75%	6.44%	4.94%	3.06%	1.54%	3.33%	1.97%
2025/04/18	15.93%	10.26%	10.55%	7.16%	5.75%	4.71%	2.33%	1.6%	2.98%	1.66%
2025/04/19	16.97%	7.66%	8.69%	5.9%	7.83%	4.3%	2.64%	1.42%	4.13%	2.01%
2025/04/20	17.58%	9.12%	8.62%	7.39%	8.62%	4.76%	2.39%	1.56%	3.42%	2.16%
2025/04/21	17.69%	13.25%	9.39%	7.61%	6.16%	4.67%	2.54%	1.57%	3.37%	1.83%
2025/04/22	16.47%	9.67%	8.78%	6.83%	6.93%	4.77%	2.43%	2.04%	4.5%	2.69%
2025/04/23	17.74%	10%	9.96%	8.27%	5.26%	4.55%	3.08%	3.06%	3.32%	2.28%
2025/04/24	16.48%	11.4%	9.94%	7.98%	5.28%	3.44%	3.4%	3.97%	2.44%	2.04%
2025/04/25	17.49%	11.46%	9.18%	8.57%	5.08%	5.41%	2.68%	3.51%	1.99%	2.19%
2025/04/26	18.86%	9.61%	7.88%	9.44%	5.48%	5.37%	2.61%	2.71%	2.1%	2.41%
2025/04/27	18.79%	12.07%	9.66%	6.59%	5.36%	5.41%	2.32%	2.52%	2.08%	2.21%
2025/04/28	17.82%	11.35%	9.12%	7.55%	5.51%	3.33%	2.68%	2.59%	2.93%	2.26%
2025/04/29	17.72%	12.2%	8.55%	7.48%	5.22%	3.34%	2.8%	2.95%	3.6%	1.91%
2025/04/30	17.12%	13.7%	9.52%	7.9%	5.58%	4.86%	3.02%	2.94%	2.79%	1.8%

Loveholidays.com led April with fluctuating spend, peaking at 18.86% on April 26. Jet2holidays.com saw a steady rise, ending at 13.7%. Tui.co.uk maintained moderate levels, while easyjet.com and booking.com showed consistent growth. On the Beach and Virgin Atlantic had varied trends, with lastminute.com and Thomas Cook experiencing ups and downs. Expedia.co.uk remained stable throughout.

Market Exposure

Competitor Count for UK Travel Destinations

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
2025/04/01	1174
2025/04/02	1162
2025/04/03	1193
2025/04/04	1196
2025/04/05	1181
2025/04/06	1248
2025/04/07	1178
2025/04/08	1184
2025/04/09	1168
2025/04/10	1178
2025/04/11	1137
2025/04/12	1141
2025/04/13	1176
2025/04/14	1141
2025/04/15	1126
2025/04/16	1125
2025/04/17	1122
2025/04/18	1042
2025/04/19	1127
2025/04/20	1147
2025/04/21	1097
2025/04/22	1142
2025/04/23	1082
2025/04/24	1133
2025/04/25	1110
2025/04/26	1157
2025/04/27	1181
2025/04/28	1158
2025/04/29	1137
2025/04/30	1127

April began with 1,174 advertisers, peaking at 1,248 on the 6th. A decline followed, reaching 1,042 on the 18th. The month concluded with 1,127 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK Travel Destinations

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
easyjet.com	2.76%
loveholidays.com	2.42%
onthebeach.co.uk	1.47%
lastminute.com	0.83%
jet2holidays.com	0.45%
hrp.org.uk	-0.38%
parkdeanresorts.co.uk	-0.44%
blenheimpalace.com	-0.46%
edenproject.com	-0.67%
rct.uk	-0.83%

In the past month, easyjet.com soared with a 2.76% click share increase, while loveholidays.com followed closely at 2.42%. Conversely, rct.uk experienced a decline of 0.83%.

Campaign Efficiency

UK Travel Destinations 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	loveholidays.com	jet2holidays.com	booking.com	tui.co.uk	easyjet.com	onthebeach.co.uk	lastminute.com	virginatlantic.com	thomascook.com	expedia.co.uk
2025/04/01	18.58%	8.66%	7.38%	6.97%	1.83%	2.77%	2.87%	1.68%	3.58%	1.99%
2025/04/02	17.83%	8.33%	5.97%	8.54%	1.9%	3.59%	3.47%	1.62%	3.17%	1.87%
2025/04/03	18.28%	7.09%	8.5%	6.98%	1.48%	2.86%	2.73%	1.77%	2.4%	1.41%
2025/04/04	16.94%	8.02%	8.06%	6.66%	2.09%	3.14%	3.01%	2.41%	2.1%	1.95%
2025/04/05	16.99%	7.02%	7.35%	6.66%	2.32%	2.27%	2.47%	2.53%	4.86%	1.75%
2025/04/06	15.75%	6.84%	9.72%	6.63%	2.01%	2.05%	2.4%	2.55%	4.88%	2.69%
2025/04/07	15.7%	9.01%	8.79%	9.13%	2.82%	2.22%	2.66%	2.34%	3.95%	1.58%
2025/04/08	15.84%	6.92%	9.45%	6.83%	3.03%	2.1%	1.54%	3.26%	3.76%	2.02%
2025/04/09	13.9%	8.93%	11.26%	6.86%	3.09%	2.82%	1.32%	3.32%	2.31%	2.07%
2025/04/10	15.32%	8.28%	8.43%	5.1%	3.93%	3.58%	1.56%	3.23%	2.44%	2.38%
2025/04/11	15.4%	8.68%	8.13%	4.83%	3.48%	2.77%	1.62%	3.25%	2.83%	2.1%
2025/04/12	15.61%	8.73%	8.68%	5.87%	3.66%	2.46%	1.78%	3.21%	2.66%	2.15%
2025/04/13	15.51%	9.61%	8.49%	6.97%	5.17%	3.27%	1.91%	2.32%	2.9%	2.29%
2025/04/14	15.06%	8.73%	8.42%	7.32%	4.69%	3.61%	1.93%	2.8%	3.36%	2.48%
2025/04/15	14.6%	9.25%	7.67%	6.28%	5.03%	3.32%	1.54%	3.26%	3.33%	2.41%
2025/04/16	15.05%	12.63%	8.16%	5.53%	5.15%	3.36%	0.99%	2.88%	2.26%	2.08%
2025/04/17	14.71%	6.35%	9.66%	6.24%	5.11%	4.14%	1.43%	2.93%	2.82%	2.1%
2025/04/18	16.7%	7.84%	8.48%	7.32%	5.87%	4.43%	1.88%	2.59%	2.8%	1.78%
2025/04/19	17.49%	5.92%	11.22%	5.91%	4.32%	3.65%	1.4%	2.58%	3.51%	2.02%
2025/04/20	18.08%	7.09%	12.53%	6.55%	5.69%	3.95%	1.47%	2.2%	2.93%	2.34%
2025/04/21	18.86%	11.15%	8.91%	7.06%	5.81%	3.97%	1.67%	2.57%	3.1%	2.09%
2025/04/22	16.78%	7.19%	9.79%	6.59%	5.28%	4.13%	2.02%	2.54%	4.02%	2.97%
2025/04/23	18.85%	7.51%	7.39%	7.43%	6.49%	3.8%	3.05%	3.22%	3.07%	2.56%
2025/04/24	17.2%	8.58%	7.77%	7.44%	6.21%	2.87%	4%	3.6%	2.18%	2.17%
2025/04/25	18.55%	8.94%	7.62%	6.85%	6.75%	4.53%	3.62%	2.76%	1.78%	2.36%
2025/04/26	20.49%	7.41%	8.03%	5.64%	7.42%	4.42%	2.61%	2.54%	1.79%	2.45%
2025/04/27	20.1%	9.76%	7.97%	7.34%	5.13%	4.61%	2.56%	2.34%	1.87%	2.41%
2025/04/28	19.03%	8.8%	8.12%	6.93%	5.83%	2.79%	2.61%	2.83%	2.72%	2.37%
2025/04/29	19.21%	9.45%	7.81%	5.96%	5.95%	2.87%	3.17%	2.86%	3.4%	1.99%
2025/04/30	18.3%	10.82%	8.1%	6.6%	6.28%	4.18%	2.99%	2.94%	2.69%	1.92%

Loveholidays.com led April with fluctuating impressions, peaking at 20.49%. Jet2holidays.com and booking.com followed, showing varied trends. By month’s end, loveholidays.com maintained dominance, closing at 18.3%.

Campaign Efficiency

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

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
Where to Stay in Santorini http://www.booking.com › santorini › where-_to-stay
Best Price Guarantee. Book your Perfect Place to Stay in Santorini. Quick, Easy Booking. Great Rates.
2
Kensington Palace | Official Website - Book Direct https://www.hrp.org.uk
The Official Website For Kensington Palace. Pre-Book Your Tickets Now. Members Go Free. Dress Codes Opening 13 March To 30 November.
3
Santorini Holidays | £300 Off Selected Holidays https://www.jet2holidays.com › santorini › holidays
It's Just A £60pp Deposit For Our Award-Winning Real Package Holidays™. Book Now!
4
Hotel Waterloo https://www.premierinn.com › hotels › central-london
Premier Inn Official Site — Plan Your Break With Our Flexible Rate Options. Premier Inn Has Comfort You Can Count On.
5
Visit Buckingham Palace | Official ticket site https://www.rct.uk
Get an in-depth look at the history of the East Wing when the Palace is closed to public. Be...

In the competitive world of travel PPC, Booking.com entices with a “Best Price Guarantee” for Santorini stays, while Jet2holidays offers a tempting £300 discount. Kensington Palace and Buckingham Palace captivate with exclusive access, and Premier Inn promises comfort with flexible rates.

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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.

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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.

Related reports

Travel

UK Travel Destinations - PPC Market Share Analysis April 2025

Share of Clicks for top 10 UK Travel Destinations brands

Share of Spend for the top 10 UK Travel Destinations brands

Competitor Count for UK Travel Destinations

Market Loss & Market Gains for UK Travel Destinations

UK Travel Destinations Share of Impressions

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

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

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