UK Travel Destinations - PPC Market Share Analysis May 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	18.12
jet2holidays.com	10.56
tui.co.uk	7.97
booking.com	5.87
easyjet.com	4.61
onthebeach.co.uk	4.57
lastminute.com	2.11
thomascook.com	2.09
expedia.co.uk	2.04
britishairways.com	1.91
others	40.15

In the travel PPC landscape, ‘loveholidays.com’ leads with 18.12% click share, followed by ‘jet2holidays.com’ at 10.56%. ‘Others’ collectively hold a significant 40.15%.

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	onthebeach.co.uk	booking.com	lastminute.com	expedia.co.uk	britishairways.com	thomascook.com
2025/05/01	18.4%	14.7%	9.11%	8.51%	5.34%	4.41%	2.56%	2.11%	1.53%	2.08%
2025/05/02	18.96%	11.82%	10.07%	8.33%	6.1%	5.18%	2.24%	2.07%	2.54%	2.32%
2025/05/03	18.97%	13.34%	9.13%	6.88%	6.28%	4.44%	2.42%	2.89%	2.75%	3.59%
2025/05/04	18.77%	14.21%	9.37%	7.45%	5.44%	4.68%	2.23%	2.66%	2.38%	2.9%
2025/05/05	18.4%	13.78%	9.62%	8.27%	3.25%	5.23%	2.02%	2.71%	2.37%	3%
2025/05/06	17.02%	13.76%	10.03%	9.09%	3.98%	5.23%	1.86%	2.86%	2.7%	3.09%
2025/05/07	17.47%	12.24%	9.93%	5.31%	5.94%	5.82%	1.74%	2.9%	2.43%	2.1%
2025/05/08	16.83%	14.35%	8.76%	5.04%	5.81%	5.26%	1.38%	2.46%	2.9%	2.4%
2025/05/09	16.47%	13.26%	9.15%	7.19%	4.93%	4.77%	1.2%	1.99%	2.54%	2.68%
2025/05/10	17.2%	12.43%	7.55%	7.12%	5.06%	4.95%	1.18%	2.19%	2.52%	2.85%
2025/05/11	17.06%	12.55%	9.98%	5.81%	3.68%	6.05%	1.04%	2.04%	1.66%	2.55%
2025/05/12	18.62%	12.23%	9.8%	5.45%	3.02%	5.99%	1.85%	2.46%	1.7%	2.47%
2025/05/13	18.2%	12.39%	9.44%	5.24%	2.68%	5.51%	2.1%	2.95%	2.24%	2.78%
2025/05/14	17.45%	12.12%	8.57%	5.19%	2.88%	5.72%	2.19%	2.76%	2.21%	3.03%
2025/05/15	18.71%	12.25%	9.08%	3.82%	4.61%	6.78%	2.03%	2.63%	2.49%	1.51%
2025/05/16	18.96%	12.89%	9.72%	3.53%	6.31%	6.58%	2.31%	2.5%	3.46%	0.79%
2025/05/17	20.72%	15.13%	9.71%	3.59%	4.62%	5.86%	2.44%	1.63%	2.76%	1.1%
2025/05/18	19.19%	15.67%	10.77%	3.52%	4.91%	5.59%	2.29%	1.45%	2.4%	0.82%
2025/05/19	19.07%	15.36%	9.62%	3.87%	4.64%	6.4%	2.52%	2.05%	2.44%	1.46%
2025/05/20	19.25%	14.69%	9.51%	3.49%	4.08%	6.99%	2.89%	2.25%	2.53%	1.49%
2025/05/21	19.44%	16.76%	11.31%	1.87%	4.94%	7.28%	2.54%	1.58%	1.77%	1.04%
2025/05/22	18.8%	16.67%	11.57%	2.06%	4.73%	6.35%	3.04%	1.86%	1.46%	0.88%
2025/05/23	19.62%	15.95%	9.04%	3.53%	5.26%	4.58%	3.11%	1.81%	1.62%	1.85%
2025/05/24	20.66%	15.21%	9.47%	5.24%	5.4%	4%	3.79%	2.04%	1.41%	1.45%
2025/05/25	18.09%	16.92%	8.89%	6.32%	4.2%	5.64%	3.2%	1.88%	1.27%	1.73%
2025/05/26	18.43%	16.3%	9.77%	5.98%	4.15%	5.56%	3.32%	1.8%	1.14%	1.04%
2025/05/27	17.27%	16.16%	9.75%	7.17%	4.69%	4.7%	2.9%	1.78%	1.04%	0.88%
2025/05/28	17.95%	15.21%	9.92%	7.72%	6.52%	4.25%	3.41%	2.14%	1.34%	1.42%
2025/05/29	16.5%	15.3%	9.27%	8.52%	5.86%	3.26%	3.86%	1.86%	1.79%	0.95%
2025/05/30	17.86%	16.23%	9.6%	8.7%	5.55%	3.38%	3.65%	1.1%	1.87%	0.82%
2025/05/31	17.14%	15.31%	8.72%	6.53%	5.19%	4.18%	3.57%	1.3%	1.21%	0.85%

In May 2025, loveholidays.com led PPC spend, peaking at 20.72% on May 17. Jet2holidays.com followed, with a high of 16.92% on May 25. Tui.co.uk and easyjet.com showed fluctuations, while onthebeach.co.uk and booking.com maintained steady shares. Lastminute.com and expedia.co.uk had modest increases, whereas britishairways.com and thomascook.com saw declines.

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
2025/05/01	1119
2025/05/02	1160
2025/05/03	1172
2025/05/04	1200
2025/05/05	1169
2025/05/06	1160
2025/05/07	1219
2025/05/08	1236
2025/05/09	1234
2025/05/10	1226
2025/05/11	1259
2025/05/12	1204
2025/05/13	1245
2025/05/14	1227
2025/05/15	1238
2025/05/16	1249
2025/05/17	1160
2025/05/18	1121
2025/05/19	1105
2025/05/20	1120
2025/05/21	1076
2025/05/22	1015
2025/05/23	966
2025/05/24	986
2025/05/25	984
2025/05/26	984
2025/05/27	991
2025/05/28	971
2025/05/29	965
2025/05/30	944
2025/05/31	937

May began with 1,119 advertisers, peaking at 1,259 mid-month. A decline followed, ending with 937 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
jet2holidays.com	2.01%
lastminute.com	1%
viator.com	0.55%
hrp.org.uk	0.51%
onthebeach.co.uk	0.5%
virginatlantic.com	-0.78%
easyjet.com	-0.79%
britishairways.com	-0.84%
travelrepublic.co.uk	-1.07%
thomascook.com	-1.08%

Jet2holidays.com soared with a 2.01% click share increase, while thomascook.com dropped by 1.08%. Lastminute.com gained 1.0%, contrasting travelrepublic.co.uk’s 1.07% decline.

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	parkdeanresorts.co.uk	expedia.co.uk	britishairways.com
2025/05/01	20.45%	11.76%	6.43%	6.42%	6.68%	4.57%	2.7%	1.21%	2.27%	1.46%
2025/05/02	20.46%	9.64%	7.6%	7.44%	6.09%	4.9%	2.06%	1.32%	2.31%	2.35%
2025/05/03	20.88%	11.03%	6.39%	6.66%	5.04%	4.85%	2.17%	1.28%	2.93%	2.59%
2025/05/04	20.98%	11.67%	6.74%	7.04%	5.44%	4.03%	2.12%	1.37%	2.65%	2.12%
2025/05/05	19.73%	11.05%	7.79%	6.89%	6.19%	2.53%	1.93%	1.47%	2.68%	2.17%
2025/05/06	18.26%	11.56%	7.63%	7.12%	6.83%	3.09%	1.75%	1.57%	2.81%	2.52%
2025/05/07	17.78%	9.89%	8.4%	7.17%	3.8%	4.55%	1.61%	1.58%	2.97%	2.16%
2025/05/08	17.36%	11.5%	7.5%	6.19%	3.67%	4.44%	1.23%	1.64%	2.56%	2.68%
2025/05/09	17.21%	10.53%	6.76%	6.52%	5.25%	3.64%	1%	2.65%	1.93%	2.31%
2025/05/10	18.02%	9.57%	6.89%	4.93%	5.17%	3.83%	1.02%	2.65%	2.05%	2.25%
2025/05/11	18.11%	9.68%	8.35%	7.21%	4.21%	2.68%	0.91%	2.61%	2.04%	1.43%
2025/05/12	19.41%	9.14%	8.7%	6.85%	3.78%	2.18%	1.6%	2.31%	2.41%	1.49%
2025/05/13	18.44%	9.29%	8.01%	6.54%	3.7%	2.04%	1.95%	2.52%	2.91%	1.9%
2025/05/14	17.99%	9.03%	8.19%	5.87%	3.6%	2.12%	2.04%	1.99%	2.73%	1.95%
2025/05/15	19.73%	9.12%	9.7%	5.92%	2.66%	3.36%	1.84%	2.02%	2.69%	2.18%
2025/05/16	20.35%	9.88%	9.37%	6.7%	2.44%	4.66%	2.05%	1.58%	2.52%	3.13%
2025/05/17	23.16%	11.61%	8.63%	6.68%	2.41%	3.29%	2.01%	1.54%	1.44%	2.23%
2025/05/18	20.87%	12.04%	8.46%	7.23%	2.39%	3.51%	2.05%	1.6%	1.4%	2.05%
2025/05/19	20.28%	11.34%	9.44%	6.73%	2.78%	3.43%	2.29%	1.83%	1.97%	2.02%
2025/05/20	20.1%	10.9%	10.78%	6.48%	2.4%	3.03%	2.68%	1.88%	2.32%	2.11%
2025/05/21	20.97%	12.99%	11.4%	7.61%	1.22%	3.59%	2.14%	1.47%	1.5%	1.44%
2025/05/22	20.5%	12.62%	9.92%	8.24%	1.28%	3.26%	2.54%	1.34%	1.71%	1.17%
2025/05/23	21.47%	12.22%	6.97%	6.18%	2.39%	3.81%	2.81%	1.72%	1.77%	1.37%
2025/05/24	22.68%	12.24%	6.09%	6.6%	3.56%	3.98%	3.48%	1.92%	2.01%	1.2%
2025/05/25	19.17%	12.97%	8.91%	6.02%	4.31%	2.98%	2.8%	2.31%	1.81%	1.04%
2025/05/26	19.42%	12.74%	8.85%	6.72%	4.11%	3.05%	3.01%	2.15%	1.92%	0.99%
2025/05/27	18.16%	12.64%	7.33%	6.58%	4.83%	3.59%	2.41%	1.77%	1.81%	0.82%
2025/05/28	19.41%	11.9%	6.51%	6.73%	5.48%	5.16%	3.06%	2.18%	2.16%	1.13%
2025/05/29	17.54%	12.45%	5.07%	6.01%	6.22%	4.68%	3.62%	1.88%	1.97%	1.56%
2025/05/30	18.61%	12.55%	5.07%	6.56%	6.01%	4.49%	3.28%	1.8%	1.17%	1.59%
2025/05/31	18.54%	12%	6.38%	5.64%	4.69%	4.01%	3.28%	2.33%	1.19%	1%

In May 2025, loveholidays.com led with fluctuating impressions, peaking mid-month. Jet2holidays.com showed a steady rise, while booking.com and tui.co.uk experienced varied trends. Easyjet.com and onthebeach.co.uk saw gradual increases. The month concluded with loveholidays.com maintaining dominance.

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
Places to stay Lake District http://www.booking.com › booking
Browse Our Top 10 Hotels — Book your Hotel in Lake District online.
2
Kensington Palace https://www.hrp.org.uk
Official Website - Book Direct — The Official Website For Kensington Palace. Pre-Book Your Tickets Now. Members Go Free.
3
Cape Verde - Exclusive Holiday Deals https://www.loveholidays.com › capeverde › holidays
Package Holidays At Your Fingertips With Deposits from £25pp. ATOL Protected. Book Now! Rated...
4
Book Your Holiday In Benidorm - Super-Low £30pp Deposits https://www.onthebeach.co.uk
Pay Your Way With FlexiPay & Spread The Cost Of Your Holiday. We Keep Things Easy-Breezy! Book...
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 top hotel picks in the Lake District, while HRP.org.uk offers exclusive access to Kensington Palace. Loveholidays.com and Onthebeach.co.uk captivate with affordable, flexible holiday deals. RCT.uk invites history enthusiasts to explore Buckingham Palace’s East Wing.

Frequently Asked Questions

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

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

The UK Travel Destinations 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.

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Does this include mobile, desktop and Google Shopping data?

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

The UK Travel Destinations 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.

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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.

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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.

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UK Travel Destinations - PPC Market Share Analysis May 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 is the UK Travel Destinations May 2025 Report useful and how should I use it?

Why is the UK Travel Destinations May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Travel Destinations May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Travel Destinations 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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