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UK Travel Destinations - PPC Market Share Analysis May 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 35.1977676935
64.8022323065
35%

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 31
69
31%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 16%
Transactional 5%
Navigational 1%
Seasonal 3%
Local 4%
Problem Solving 2%

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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 11.74
getyourguide.com 11.28
booking.com 9.08
loveholidays.com 7.47
jet2holidays.com 6.24
tui.co.uk 5.16
easyjet.com 4.56
headout.com 3.75
tripadvisor.com 3.4
onthebeach.co.uk 2.95
others 34.37
  • viator.com - 11.74%
  • getyourguide.com - 11.28%
  • booking.com - 9.08%
  • loveholidays.com - 7.47%
  • jet2holidays.com - 6.24%
  • tui.co.uk - 5.16%
  • easyjet.com - 4.56%
  • headout.com - 3.75%
  • tripadvisor.com - 3.4%
  • onthebeach.co.uk - 2.95%
  • others - 34.37%

Copyright © Adthena. All rights reserved.

In the travel PPC landscape, Viator leads with 11.74% click share, closely followed by GetYourGuide at 11.28%. Booking.com captures 9.08%, while ‘others’ collectively hold a significant 34.37%.

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 jet2holidays.com tui.co.uk loveholidays.com getyourguide.com booking.com viator.com onthebeach.co.uk easyjet.com headout.com tripadvisor.com
2026/05/01 4.74% 3.78% 8.19% 11.33% 8.57% 16.35% 2.25% 7.4% 4.59% 7.13%
2026/05/02 4.53% 3.27% 8.45% 4.4% 10.73% 15.57% 1.72% 7.4% 6.36% 5.92%
2026/05/03 4.8% 4.65% 10.75% 11.05% 8.78% 11.4% 1.78% 8.17% 4.45% 4.83%
2026/05/04 8.42% 3.77% 9.72% 11.04% 6.93% 12.08% 1.96% 6.88% 4.97% 6.46%
2026/05/05 4.6% 4.81% 7.56% 11.89% 6.81% 13.78% 1.94% 7.09% 4.29% 5.63%
2026/05/06 4.95% 6.43% 8.14% 12.7% 7.05% 12.97% 2.06% 3.14% 4.97% 5.53%
2026/05/07 4.96% 5.68% 7.13% 11.98% 6.77% 12.89% 1.91% 5.36% 5.12% 6.06%
2026/05/08 5.15% 5.76% 7.39% 10.33% 7.86% 14.94% 2.24% 5.77% 4.03% 6.25%
2026/05/09 6.42% 6.24% 8.57% 4.19% 10.16% 13.38% 2.64% 4.42% 5.14% 4.82%
2026/05/10 5.78% 5.9% 7.71% 10.45% 10.29% 11.54% 2.11% 6.15% 3.87% 4.24%
2026/05/11 6.2% 5.9% 8.21% 10.21% 8.69% 11.03% 2.29% 7.55% 3.33% 3.82%
2026/05/12 7.49% 6.46% 9.46% 10.15% 7.44% 9.16% 2.44% 8.12% 3.01% 2.18%
2026/05/13 8.33% 6.07% 7.54% 10.49% 9.43% 10.82% 2.01% 7.1% 3.68% 2.56%
2026/05/14 7.69% 6.93% 8.18% 11.45% 7.04% 10.77% 2.56% 6.11% 4.24% 2.32%
2026/05/15 5.02% 5.61% 7.2% 10.55% 7.69% 15.25% 2.18% 5.84% 4.08% 6.4%
2026/05/16 10.65% 7.33% 8.94% 9.97% 7.09% 9.67% 2.56% 6.23% 2.52% 2.09%
2026/05/17 9.85% 7.63% 8.66% 10.47% 7.96% 8.79% 2.72% 6.81% 2.42% 1.72%
2026/05/18 10.33% 7.76% 8.39% 10.67% 6.32% 10.4% 3.01% 6.04% 2.66% 2.21%
2026/05/19 11.02% 7.63% 8.56% 11.78% 6.25% 10.36% 3.09% 5.79% 3.8% 2.45%
2026/05/20 10.93% 7.67% 8.36% 10.8% 5.78% 10.39% 3.27% 4.95% 3.53% 2.72%
2026/05/21 10.69% 8% 8.5% 8.64% 5.35% 10.16% 3.38% 5.36% 2.59% 3.61%
2026/05/22 9.44% 9.18% 8.28% 9.17% 7% 10.68% 3.08% 4.98% 2.53% 3.57%
2026/05/23 10.28% 9.01% 9.1% 9.13% 6.57% 9.36% 2.77% 5.92% 2.47% 2.75%
2026/05/24 9.97% 9.63% 9.94% 8.86% 8.37% 8.67% 3.39% 6.04% 1.88% 1.98%
2026/05/25 9.34% 8.55% 7.16% 9.46% 8.09% 9.69% 3.02% 5.47% 2.95% 3.25%
2026/05/26 9.48% 8.42% 4.64% 10.86% 9.37% 10.32% 3.7% 5.84% 4.46% 3.13%
2026/05/27 9.89% 9.03% 5.58% 10.18% 8.35% 9.74% 4.22% 5.77% 4.6% 2.74%
2026/05/28 10.44% 8.46% 7.76% 9.58% 8.74% 9.89% 5.38% 5.73% 4.31% 2.71%
2026/05/29 11.45% 8.98% 8.99% 9.2% 7.83% 8.66% 5.32% 3.77% 4.08% 2.17%
2026/05/30 12.36% 9.08% 10.22% 8.31% 9.17% 8.68% 4.26% 2.52% 3.75% 1.99%
2026/05/31 12.52% 9.8% 9.63% 8.71% 8.61% 7.62% 4.12% 3.96% 2.58% 2.13%
  • jet2holidays.com
  • tui.co.uk
  • loveholidays.com
  • getyourguide.com
  • booking.com
  • viator.com
  • onthebeach.co.uk
  • easyjet.com
  • headout.com
  • tripadvisor.com

Copyright © Adthena. All rights reserved.

Jet2holidays.com saw a steady rise, peaking at 12.52% on May 31. Tui.co.uk gradually increased, ending at 9.8%. Loveholidays.com fluctuated, closing at 9.63%. Getyourguide.com had ups and downs, finishing at 8.71%. Viator.com started strong, ending at 7.62%. Onthebeach.co.uk climbed, reaching 4.12%. Easyjet.com fluctuated, closing at 3.96%. Headout.com decreased, ending at 2.58%. Tripadvisor.com declined, finishing at 2.13%.

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
2026/05/01 813
2026/05/02 817
2026/05/03 845
2026/05/04 820
2026/05/05 847
2026/05/06 869
2026/05/07 860
2026/05/08 890
2026/05/09 863
2026/05/10 862
2026/05/11 980
2026/05/12 1003
2026/05/13 953
2026/05/14 949
2026/05/15 890
2026/05/16 911
2026/05/17 920
2026/05/18 873
2026/05/19 838
2026/05/20 877
2026/05/21 915
2026/05/22 933
2026/05/23 952
2026/05/24 957
2026/05/25 1048
2026/05/26 1113
2026/05/27 1006
2026/05/28 1009
2026/05/29 1024
2026/05/30 1064
2026/05/31 1029

Copyright © Adthena. All rights reserved.

May saw a dynamic rise in distinct advertisers, starting at 813 and peaking at 1,113. The month concluded with a robust 1,029 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
Market Loss & Market Gains - Last month
Name Market Trend
jet2holidays.com 2.55%
tui.co.uk 1.79%
onthebeach.co.uk 1.38%
thomascook.com 0.41%
tiqets.com 0.32%
getyourguide.com -0.85%
easyjet.com -0.9%
klook.com -1.04%
tripadvisor.com -1.18%
viator.com -1.8%

Copyright © Adthena. All rights reserved.

Jet2holidays.com soared with a 2.55% click share increase, while viator.com faced a 1.8% 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 getyourguide.com booking.com viator.com jet2holidays.com loveholidays.com tui.co.uk headout.com tripadvisor.com easyjet.com klook.com
2026/05/01 14.72% 10.18% 22.71% 2.5% 4.42% 1.83% 6.24% 9.16% 3.55% 3.45%
2026/05/02 5.71% 14.25% 20.08% 2.2% 4.75% 1.56% 9.07% 7.51% 3.5% 4.75%
2026/05/03 15.36% 10.78% 16.29% 2.52% 6.83% 2.11% 6.84% 6.96% 4.24% 2.83%
2026/05/04 15.48% 8.8% 17.43% 4.6% 5.68% 1.7% 7.57% 9.37% 3.27% 4.26%
2026/05/05 16.73% 8.87% 18.29% 2.18% 3.94% 2.05% 5.55% 8.83% 3.29% 5.46%
2026/05/06 17.76% 8.82% 18.11% 2.27% 4.08% 2.92% 5.87% 9.26% 1.22% 4.98%
2026/05/07 16.26% 8.54% 18.08% 2.61% 3.9% 2.78% 7.13% 8.84% 2.34% 3.84%
2026/05/08 13.82% 9.77% 21.34% 2.79% 4.49% 3.01% 5.72% 8.38% 3.12% 3.16%
2026/05/09 5.55% 13.91% 17.83% 3.66% 5.91% 3.36% 7.71% 6.45% 2.08% 4.05%
2026/05/10 14.32% 12.15% 15.86% 3.25% 5.46% 3.22% 5.77% 5.79% 3.19% 2.35%
2026/05/11 14.36% 10.37% 14.45% 3.76% 5.98% 3.45% 5.15% 4.89% 4.55% 2.87%
2026/05/12 15.22% 9.69% 13.14% 4.41% 6.26% 3.6% 4.43% 3.38% 4.65% 2.04%
2026/05/13 15.04% 12.61% 14.88% 5.06% 5.1% 3.37% 4.19% 3.37% 3.99% 2.46%
2026/05/14 15.35% 10.18% 14.61% 4.81% 5.83% 4.27% 4.29% 3.25% 3.59% 2.37%
2026/05/15 13.82% 9.77% 21.34% 2.79% 4.49% 3.01% 5.72% 8.38% 3.12% 3.16%
2026/05/16 14.69% 9.65% 13.61% 6.93% 6.43% 4.41% 4% 3.03% 3.62% 2.33%
2026/05/17 15.97% 10.11% 13.12% 6.01% 6.02% 4.42% 4.41% 2.49% 3.85% 2.49%
2026/05/18 16.24% 8.65% 14.82% 6.37% 5.5% 4.27% 4.9% 3.11% 3.22% 1.97%
2026/05/19 17.99% 8.87% 14.83% 6.95% 5.61% 4.39% 4.55% 3.35% 3.15% 1.84%
2026/05/20 15.28% 8.19% 14.92% 6.89% 5.37% 4.51% 4.28% 4.16% 2.64% 2.59%
2026/05/21 14.21% 7.3% 15.4% 6.6% 5.67% 4.73% 3.8% 5.35% 2.79% 2.61%
2026/05/22 14.09% 9.92% 15.16% 5.52% 5.48% 5.48% 3.62% 5.39% 2.59% 2.28%
2026/05/23 14.2% 9.36% 14.2% 6.43% 6.31% 5.41% 3.63% 4.01% 3.21% 2.57%
2026/05/24 13.52% 11.3% 13.12% 6.19% 7.55% 6.09% 3.65% 3.13% 3.24% 1.71%
2026/05/25 14.23% 10.19% 13.68% 5.69% 4.79% 5.23% 4.64% 4.36% 2.96% 2.09%
2026/05/26 14.58% 11.42% 13.65% 5.86% 3.09% 5.24% 5.01% 4.54% 3.49% 2.17%
2026/05/27 14.54% 11.18% 13.28% 6.22% 3.96% 5.76% 5.23% 3.99% 3.4% 1.6%
2026/05/28 13.59% 11.67% 13.36% 6.84% 6.04% 5.45% 5.05% 3.82% 3.47% 1.27%
2026/05/29 13.43% 10.62% 12.45% 7.38% 7.03% 5.75% 5.4% 3% 2.23% 0.93%
2026/05/30 12.19% 11.81% 11.55% 8.09% 8.25% 5.97% 5.38% 2.81% 1.31% 0.73%
2026/05/31 12.87% 11.28% 11.24% 8.44% 7.98% 6.68% 4% 2.81% 2.33% 1.12%
  • getyourguide.com
  • booking.com
  • viator.com
  • jet2holidays.com
  • loveholidays.com
  • tui.co.uk
  • headout.com
  • tripadvisor.com
  • easyjet.com
  • klook.com

Copyright © Adthena. All rights reserved.

In May 2026, Viator led with a strong start, peaking early, while GetYourGuide fluctuated but ended lower. Booking.com showed a steady decline, and Jet2holidays rose steadily. Loveholidays and TUI saw gradual increases, while Klook and EasyJet experienced declines.

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
    Places to stay Covent Garden - Browse Our Top 10 Hotels http://www.booking.com › booking

    Book your Hotel in Covent Garden, London. No reservation costs. Great rates.

  2. 2
    Free Dining & Drinks in 2027 | Walt Disney World® Orlando https://www.disneypackages.co.uk › waltdisneyworld › offer

    Plus, book by 2 July to save up to £400! Selected meals & packages. Excludes gratuities. Great Deals on Disney Hotels, Disney Tickets and Disney Holidays.

  3. 3
    Qatar Airways™ | Fly to more destinations https://www.qatarairways.com › gb

    More routes, more choice and seamless connections wherever you're headed. Stay online on board with Starlink Wi‑Fi available on select routes.

  4. 4
    Canary Islands - All Inclusive Canary Islands https://www.tui.co.uk

    Find Your Perfect Package Holiday To Canary Islands With ABTA & ATOL...

  5. 5
    Latest UAE Safety Advisory - Official DXB Travel Updates https://www.visitdubai.com

    Access The Latest Official Updates On DXB Aviation, Visa Entry Permits, & Health Safety.

Copyright © Adthena. All rights reserved.

In the bustling world of travel PPC, Booking.com entices with no reservation costs in Covent Garden. DisneyPackages.co.uk offers free dining at Walt Disney World, while Qatar Airways highlights seamless connections. TUI.co.uk promotes all-inclusive Canary Islands holidays, and VisitDubai.com provides essential UAE travel updates.

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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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