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UK Travel Destinations - PPC Market Share Analysis July 2026

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.

Destinations – UK

Google AI Overview visibility for Travel Destinations UK

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 51.9289519303
48.0710480697
51%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 25
75
25%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 12%
Transactional 4%
Navigational 1%
Seasonal 2%
Local 4%
Problem Solving 1%

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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
Share of Clicks - Last month
Domain Share of clicks
viator.com 15.02
getyourguide.com 13.85
booking.com 12.87
headout.com 6.27
tripadvisor.com 5.21
loveholidays.com 5.12
jet2holidays.com 4.48
tui.co.uk 3.1
tiqets.com 2.21
easyjet.com 2.04
others 29.83
  • viator.com - 15.02%
  • getyourguide.com - 13.85%
  • booking.com - 12.87%
  • headout.com - 6.27%
  • tripadvisor.com - 5.21%
  • loveholidays.com - 5.12%
  • jet2holidays.com - 4.48%
  • tui.co.uk - 3.1%
  • tiqets.com - 2.21%
  • easyjet.com - 2.04%
  • others - 29.83%

Copyright © Adthena. All rights reserved.

Viator leads with 15.02% click share, followed by GetYourGuide at 13.85%. Booking.com holds 12.87%, while ‘others’ dominate with 29.83%.

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
Share of Spend - Last Month
Date getyourguide.com booking.com viator.com headout.com loveholidays.com tripadvisor.com jet2holidays.com tui.co.uk easyjet.com britishairways.com
2026/07/01 12.86% 13.45% 14.9% 8.49% 4.84% 6.92% 7.83% 2.77% 1.27% 1.24%
2026/07/02 12.23% 12.32% 14.05% 6.9% 5.6% 4.6% 10.38% 2.77% 1.73% 2.6%
2026/07/03 13.4% 12.05% 15.78% 9.67% 5.61% 5.88% 1.65% 4.24% 1.81% 2.62%
2026/07/04 11.92% 12.69% 13.84% 6.98% 5.47% 5.86% 5.33% 5.16% 2.06% 2.82%
2026/07/05 13.33% 12.56% 15.42% 6.07% 5.55% 4.97% 4.77% 4.96% 1.93% 2.64%
2026/07/06 13.72% 12.09% 15.94% 7.72% 4.98% 6.65% 3.47% 4.52% 1.66% 2.6%
2026/07/07 12.83% 12.85% 14.29% 7.25% 5.5% 3.86% 4.6% 4.45% 2.24% 2.38%
2026/07/08 14.59% 11.48% 16.97% 9.87% 5.51% 4.82% 3.4% 3.41% 2.15% 2.07%
2026/07/09 13.88% 11.53% 16.61% 8.73% 5.48% 4.74% 4.14% 3.41% 2.28% 2.02%
2026/07/10 12.98% 11.08% 15.27% 6.77% 5.74% 4.61% 6.34% 4.34% 2.85% 2.57%
2026/07/11 12.98% 11.04% 14.7% 7.07% 5.77% 2.91% 7.35% 4.98% 3.11% 2.77%
2026/07/12 12.96% 12.32% 13.91% 5.88% 6.35% 4.13% 7.19% 5.64% 3.33% 3.02%
2026/07/13 13.05% 11.75% 14.92% 6.87% 5.92% 4.95% 6.32% 4.79% 3.12% 3%
2026/07/14 13.07% 11.93% 13.75% 6.25% 6.12% 5.61% 5.38% 5.23% 2.91% 2.71%
2026/07/15 13.16% 13.79% 13.3% 5.4% 5.93% 4.17% 5.91% 5.65% 3.1% 2.8%
2026/07/16 11.55% 11.96% 11.11% 2.78% 8.29% 3.32% 7.19% 5.86% 5.04% 2.93%
2026/07/17 12.91% 11.78% 15.35% 5.8% 5.76% 7.33% 5.91% 4.31% 2.61% 1.66%
2026/07/18 15.95% 14.65% 17.04% 7.5% 3.91% 5.56% 4.94% 3.05% 1.85% 0.98%
2026/07/19 11.74% 14.41% 13.32% 5.35% 6.29% 4.19% 7.11% 3.93% 4.23% 1.67%
2026/07/20 12.83% 11.71% 15.12% 7.25% 5.32% 6.77% 5.09% 3.78% 4.32% 1.37%
2026/07/21 13.02% 11.86% 13.67% 6.2% 6.07% 5.62% 5.34% 5.2% 2.92% 2.71%
2026/07/22 12.95% 12.21% 13.98% 6.1% 6.21% 4.3% 6.86% 4.81% 2.88% 2.38%
2026/07/23 12.35% 12.79% 14.48% 6.48% 6.35% 3.78% 5.75% 4.49% 2.78% 1.95%
2026/07/24 13.38% 11.97% 14.76% 6.35% 5.96% 4.12% 5.95% 4.46% 2.99% 2.34%
2026/07/25 12.86% 11.59% 13.42% 6.37% 6.73% 4.27% 6.62% 5.11% 2.93% 2.11%
2026/07/26 12.36% 11.58% 13.48% 6.23% 6.93% 4.68% 6.44% 4.61% 3.06% 2.14%
2026/07/27 12.1% 10.94% 12.48% 5.62% 6.47% 6.23% 6.81% 4.47% 2.9% 2.2%
2026/07/28 10.55% 11.42% 11.24% 3.04% 7.53% 4.29% 7.47% 5.07% 3.56% 2.25%
2026/07/29 15.03% 11.07% 14.49% 1.01% 6.68% 7.23% 4.92% 2.85% 1.99% 0.56%
2026/07/30 16.64% 12.62% 13.43% 5.35% 5.93% 5.39% 4.56% 3% 1.68% 0.43%
2026/07/31 14.86% 14.48% 13.57% 7.22% 6.23% 4.5% 4.4% 2.68% 2.09% 0.27%
  • getyourguide.com
  • booking.com
  • viator.com
  • headout.com
  • loveholidays.com
  • tripadvisor.com
  • jet2holidays.com
  • tui.co.uk
  • easyjet.com
  • britishairways.com

Copyright © Adthena. All rights reserved.

In July 2026, GetYourGuide.com led with fluctuating spend shares, peaking at 16.64% on July 30. Viator.com followed closely, maintaining strong shares throughout. Booking.com and Headout.com showed moderate stability, while BritishAirways.com ended with minimal shares.

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
Competitor Count - Last month
Date Competitor Count
2026/07/01 801
2026/07/02 842
2026/07/03 869
2026/07/04 898
2026/07/05 861
2026/07/06 843
2026/07/07 856
2026/07/08 826
2026/07/09 789
2026/07/10 869
2026/07/11 878
2026/07/12 878
2026/07/13 854
2026/07/14 848
2026/07/15 865
2026/07/16 841
2026/07/17 758
2026/07/18 739
2026/07/19 774
2026/07/20 735
2026/07/21 848
2026/07/22 869
2026/07/23 892
2026/07/24 877
2026/07/25 915
2026/07/26 935
2026/07/27 869
2026/07/28 925
2026/07/29 750
2026/07/30 736
2026/07/31 683

Copyright © Adthena. All rights reserved.

July saw a dynamic shift in advertisers, peaking at 935 on the 26th, before closing at 683.

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
Market Loss & Market Gains - Last month
Name Market Trend
onthebeach.co.uk 0.79%
loveholidays.com 0.55%
trip.com 0.54%
jet2holidays.com 0.54%
klook.com 0.51%
tiqets.com -0.27%
thomascook.com -0.31%
britishairways.com -0.55%
viator.com -1.25%
headout.com -1.27%

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Headout.com and Viator.com saw significant declines, while Onthebeach.co.uk experienced the largest positive click share movement.

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 getyourguide.com viator.com booking.com headout.com tripadvisor.com loveholidays.com hellotickets.com jet2holidays.com tiqets.com tui.co.uk
2026/07/01 15.9% 17.97% 15.11% 9.44% 8.57% 2.59% 2.01% 4.11% 2.84% 1.53%
2026/07/02 15.39% 17.15% 14.55% 7.35% 6.7% 3.24% 1.92% 5.64% 2.77% 1.56%
2026/07/03 15.9% 18.79% 13.71% 10.6% 7.23% 3.33% 1.63% 0.8% 3.11% 2.45%
2026/07/04 15.36% 16.36% 14.5% 8.22% 7.32% 3.34% 1.54% 2.73% 3.13% 3.01%
2026/07/05 16.73% 17.98% 14.13% 7.74% 6.41% 3.37% 2.09% 2.4% 2.92% 2.93%
2026/07/06 16.63% 18.67% 14.18% 8.52% 7.65% 3% 1.81% 1.78% 2.74% 2.57%
2026/07/07 15.85% 17.73% 14.18% 9.04% 5.8% 3.25% 2.32% 2.33% 3.13% 2.43%
2026/07/08 17.38% 20.56% 13.13% 10.93% 5.56% 3.25% 2.27% 1.7% 3.15% 1.81%
2026/07/09 16.65% 19.74% 13.19% 9.15% 6.36% 3.32% 1.4% 2.2% 2.87% 1.89%
2026/07/10 15.79% 18.89% 13.07% 8.72% 6.15% 3.39% 1.16% 3.21% 2.82% 2.44%
2026/07/11 15.93% 18.28% 12.89% 8.83% 3.75% 3.63% 0.89% 3.95% 2.84% 3.11%
2026/07/12 16.29% 17.11% 14.43% 7.2% 4.77% 4.26% 0.93% 3.99% 2.13% 3.65%
2026/07/13 15.7% 17.86% 14.27% 8.43% 6.45% 3.62% 0.99% 3.33% 2.25% 2.85%
2026/07/14 15.82% 17.21% 13.32% 8.02% 7.26% 3.85% 1.81% 2.86% 1.9% 3.1%
2026/07/15 16.61% 17.44% 15.54% 7.8% 5.78% 3.17% 0.72% 2.89% 1.97% 3.22%
2026/07/16 16.7% 15.2% 16.03% 4.06% 4.45% 4.95% 0.33% 3.98% 1.54% 3.41%
2026/07/17 16.37% 18.62% 13.93% 6.99% 9.22% 2.85% 0.69% 2.98% 1.98% 2.37%
2026/07/18 17.91% 19.24% 17.02% 8.58% 6.77% 1.87% 1.2% 2.4% 2.55% 1.58%
2026/07/19 15.17% 16.44% 17.53% 6.29% 4.6% 3.8% 0.3% 4.06% 1.37% 2.36%
2026/07/20 16.36% 18% 14.14% 7.93% 7.63% 2.86% 0.87% 2.67% 1.89% 2.16%
2026/07/21 15.82% 17.21% 13.32% 8.02% 7.26% 3.85% 1.81% 2.86% 1.9% 3.1%
2026/07/22 16.2% 17.68% 14.5% 7.73% 6.2% 3.66% 1.07% 3.65% 2.2% 2.76%
2026/07/23 15.53% 17.72% 15.14% 8.17% 5.12% 3.65% 0.87% 3.09% 2.51% 2.56%
2026/07/24 16.35% 18.2% 13.73% 7.74% 5.52% 3.71% 1.12% 3.21% 2.27% 2.63%
2026/07/25 15.98% 16.63% 13.55% 8% 5.76% 4.14% 0.75% 3.82% 2.08% 3.19%
2026/07/26 15.32% 16.95% 13.76% 7.18% 6.04% 4.35% 1.29% 3.69% 2.04% 2.8%
2026/07/27 15.03% 15.62% 13.48% 5.95% 7.56% 3.82% 2.25% 3.9% 1.92% 2.7%
2026/07/28 13.83% 14.15% 14.15% 4.14% 5.89% 4.65% 2.88% 4.27% 2.35% 3.04%
2026/07/29 17.81% 17.48% 13.28% 1.27% 9.18% 3.41% 3.27% 2.47% 2.63% 1.22%
2026/07/30 19.39% 16.27% 14.38% 6.02% 6.4% 2.99% 2.62% 2.32% 2.91% 1.46%
2026/07/31 17.61% 16.95% 16.35% 7.6% 5.61% 3.05% 2.79% 2.25% 2.22% 1.3%
  • getyourguide.com
  • viator.com
  • booking.com
  • headout.com
  • tripadvisor.com
  • loveholidays.com
  • hellotickets.com
  • jet2holidays.com
  • tiqets.com
  • tui.co.uk

Copyright © Adthena. All rights reserved.

In July 2026, GetYourGuide’s impression share fluctuated, peaking at 19.39% on July 30. Viator maintained a strong presence, reaching 20.56% on July 8. Booking.com saw a rise towards month-end, closing at 16.35%. Headout’s share dipped mid-month but recovered to 7.6%. Tripadvisor experienced volatility, ending at 5.61%. Loveholidays and Hellotickets showed minor fluctuations, while Jet2holidays and Tiqets had steady shares. TUI.co.uk’s share varied, closing at 1.3%.

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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Google Text Ad Copy Insights & Creative Trends for UK Travel Destinations - Last month
  1. 1
    Tips for visiting Tower Bridge: Your questions answered https://www.getyourguide.com

    A complete guide to visiting Tower Bridge, from what you’ll see from the glass Walkways to the best time to go and when the bridge lifts. Must-see attractions. Top attraction tickets. Top-rated things to do. Easy price comparison. Easy online...

  2. 2
    Tower of London | Historic Royal Palaces https://www.hrp.org.uk

    For Little Troublemakers And Big Adventurers, Visit The Tower Of London This Half Term. Big Stories. Big Adventures. Explore The Tower Of London This Half Term. Pre-Book Tickets Now. Concession Tickets. Members Go Free. Destinations...

  3. 3
    London Kings Cross Station | LNER https://www.lner.co.uk

    Trips to London can be stressful. So here's some easy info about live departures and station facilities. And a little bit about cheap trains.

  4. 4
    Tower Bridge Tickets - Book Tower Bridge Tickets now https://tower-bridge.london-tickets.co.uk

    Explore the Victorian Engine Rooms & historic towers. Explore the Victorian Engine Rooms & historic towers. Book your timed entry online. Destinations: Tower of London, Kew Gardens, Stonehenge, Hampton Court, Tower Bridge, Up at the...

  5. 5
    Official Buckingham Palace | Official Ticket Site https://www.rct.uk

    Visit the official residence of His Majesty The King, open this summer 9 Jul – 27 Sep. Plan a visit to Buckingham Palace with your family, kids go half price. Open from 9 July. View Collection.

Copyright © Adthena. All rights reserved.

In the bustling world of travel PPC, GetYourGuide captivates with a comprehensive guide to Tower Bridge, emphasizing must-see attractions and easy price comparisons. Historic Royal Palaces entices families with adventurous tales at the Tower of London. LNER simplifies London travel with stress-free station insights. London Tickets highlights Tower Bridge’s Victorian charm, while RCT.uk invites visitors to Buckingham Palace, offering family-friendly pricing. Each ad weaves a narrative of exploration and convenience, drawing travelers into London’s historic allure.

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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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