UK Travel Holiday Type - PPC Market Share Analysis February 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Holiday Type category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Google AI Overview visibility for Travel Holiday Type 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	22.2253832734
	77.7746167266

22%

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	47
	53

47%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	14%
Transactional	28%
Navigational	1%
Seasonal	18%
Local	1%
Problem Solving	1%

Market Exposure

Share of Clicks for top 10 UK Travel Holiday Type 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
loveholidays.com	46.21
tui.co.uk	9.3
jet2holidays.com	5.42
easyjet.com	4.64
onthebeach.co.uk	3.77
lastminute.com	3.31
pocruises.com	3.12
booking.com	2.52
haven.com	1.16
thomascook.com	0.91
others	19.64

loveholidays.com - 46.21%
tui.co.uk - 9.3%
jet2holidays.com - 5.42%
easyjet.com - 4.64%
onthebeach.co.uk - 3.77%
lastminute.com - 3.31%
pocruises.com - 3.12%
booking.com - 2.52%
haven.com - 1.16%
thomascook.com - 0.91%
others - 19.64%

Loveholidays.com dominates with 46.21% click share, overshadowing others at 19.64%. Tui.co.uk follows at 9.3%, while Jet2holidays.com captures 5.42%.

Market Exposure

Share of Spend for the top 10 UK Travel Holiday Type 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	loveholidays.com	tui.co.uk	jet2holidays.com	lastminute.com	easyjet.com	booking.com	pocruises.com	virginatlantic.com	heidi.com	weski.com
2026/02/01	25.43%	11.97%	10.84%	5.11%	8.64%	2.44%	1.93%	3.34%	2.38%	1.82%
2026/02/02	25.51%	12.78%	10.57%	4.81%	6.53%	3.11%	3.44%	1.39%	2.12%	1.9%
2026/02/03	23.82%	13.95%	7.75%	7.14%	8.8%	2.54%	2.54%	0.98%	2.26%	2.07%
2026/02/04	24.83%	10.76%	7.75%	7.67%	10.58%	2.12%	2.39%	1.22%	2.18%	1.87%
2026/02/05	24.71%	8.51%	8.57%	7.12%	11.56%	2.66%	2.45%	1.79%	2.24%	2.01%
2026/02/06	25.56%	12.05%	7.71%	6.31%	9.75%	2.72%	2.33%	1.95%	2.12%	1.98%
2026/02/07	25.38%	11.72%	9.29%	4.59%	11.28%	2.62%	2.11%	2.65%	2.19%	2.02%
2026/02/08	27.03%	11.97%	8.37%	5.56%	10.92%	2.62%	2.25%	2.04%	2.22%	1.99%
2026/02/09	29.8%	12.59%	8.48%	4.71%	8.93%	3.02%	1.8%	1.5%	2.3%	1.96%
2026/02/10	28.65%	12.5%	8.92%	4.42%	7.81%	3.1%	1.94%	1.24%	2.48%	1.99%
2026/02/11	27.87%	13.47%	8.36%	4.63%	7.89%	3.12%	1.93%	0.52%	2.44%	1.87%
2026/02/12	27.13%	13.92%	6.88%	5.47%	7.34%	3.35%	1.87%	0.61%	2.39%	1.84%
2026/02/13	25.36%	11.95%	7.65%	6.26%	9.68%	2.7%	2.31%	1.94%	2.11%	1.97%
2026/02/14	25.32%	11.69%	9.27%	4.58%	11.25%	2.62%	2.11%	2.65%	2.19%	2.01%
2026/02/15	26.98%	11.95%	8.36%	5.55%	10.9%	2.62%	2.25%	2.03%	2.21%	1.98%
2026/02/16	29.76%	12.57%	8.47%	4.7%	8.92%	3.01%	1.79%	1.5%	2.29%	1.96%
2026/02/17	26.65%	8.2%	11.21%	4.21%	3.88%	5.37%	1.84%	0.79%	2.25%	1.96%
2026/02/18	28.88%	7.34%	11.89%	6.16%	4.86%	4.05%	2.54%	0.71%	2.51%	2.15%
2026/02/19	30.04%	8.04%	11.65%	5.68%	4.87%	2.96%	2.87%	0.99%	2.37%	1.82%
2026/02/20	28.59%	9.34%	11.11%	5.55%	4.91%	3.31%	2.49%	0.85%	2.17%	1.67%
2026/02/21	27.69%	10%	11.77%	4.82%	6.52%	3.87%	2.08%	1.19%	2.46%	1.51%
2026/02/22	28.29%	8.68%	11.1%	5.24%	11.69%	2.83%	2.07%	0.84%	2.25%	1.47%
2026/02/23	30.28%	9.06%	10.98%	5.28%	8.07%	2.52%	2.36%	1.26%	1.98%	1.47%
2026/02/24	29.51%	9.25%	9.72%	6.14%	7.23%	2.91%	2.66%	1.87%	2.06%	1.53%
2026/02/25	27.66%	9.34%	9.75%	6.37%	6.78%	2.99%	2.93%	4.11%	2.05%	1.45%
2026/02/26	26.24%	10.45%	12.16%	5.83%	6.12%	3.05%	3%	1.74%	2.04%	1.48%
2026/02/27	26.76%	12.13%	9.7%	5.95%	4.54%	4.04%	3%	2.68%	2.12%	1.33%
2026/02/28	25.97%	12.53%	10.54%	7.82%	5.25%	3.28%	2.81%	2.56%	1.86%	1.7%

loveholidays.com
tui.co.uk
jet2holidays.com
lastminute.com
easyjet.com
booking.com
pocruises.com
virginatlantic.com
heidi.com
weski.com

Loveholidays.com led February with a steady rise, peaking at 30.28% on the 23rd. Tui.co.uk fluctuated, ending at 12.53%. Jet2holidays.com saw a mid-month surge, closing at 10.54%. Lastminute.com and easyjet.com showed varied trends, finishing at 7.82% and 5.25%, respectively. Booking.com and pocruises.com maintained low shares, while virginatlantic.com and heidi.com had minor fluctuations. Weski.com ended the month with a slight decline.

Market Exposure

Competitor Count for UK Travel Holiday Type

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
2026/02/01	830
2026/02/02	814
2026/02/03	790
2026/02/04	833
2026/02/05	821
2026/02/06	844
2026/02/07	837
2026/02/08	840
2026/02/09	830
2026/02/10	841
2026/02/11	835
2026/02/12	831
2026/02/13	844
2026/02/14	837
2026/02/15	840
2026/02/16	830
2026/02/17	762
2026/02/18	799
2026/02/19	823
2026/02/20	781
2026/02/21	762
2026/02/22	778
2026/02/23	815
2026/02/24	824
2026/02/25	833
2026/02/26	814
2026/02/27	779
2026/02/28	788

February began with 830 advertisers, fluctuating throughout the month. Peaks reached 844 on the 6th and 13th, while the lowest point was 762 on the 17th and 21st. The month concluded with 788 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK Travel Holiday Type

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
loveholidays.com	3.96%
jet2holidays.com	0.62%
onthebeach.co.uk	0.27%
booking.com	0.18%
centerparcs.co.uk	0.15%
travelsupermarket.com	-0.16%
emiratesholidays.com	-0.17%
lastminute.com	-0.17%
tui.co.uk	-1.56%
easyjet.com	-1.7%

Loveholidays.com soared with a 3.96% click share increase, while easyjet.com dropped by 1.7%.

Campaign Efficiency

UK Travel Holiday Type 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	tui.co.uk	jet2holidays.com	lastminute.com	booking.com	easyjet.com	pocruises.com	virginatlantic.com	onthebeach.co.uk	centerparcs.co.uk
2026/02/01	24.09%	10.22%	9.18%	3.3%	3.81%	6.62%	2.97%	6.17%	2.01%	1.48%
2026/02/02	24.55%	10.49%	8.74%	3.33%	4.67%	4.77%	6.06%	2.24%	2.24%	2.68%
2026/02/03	21.9%	10.84%	6.39%	5.77%	4.3%	8.27%	3.77%	1.51%	1.74%	1.96%
2026/02/04	23.26%	8.97%	6.56%	6.94%	3.32%	9.21%	3.09%	1.42%	1.78%	1.03%
2026/02/05	23.8%	7.28%	7.14%	6.49%	3.76%	9.81%	3.28%	1.65%	1.85%	1.61%
2026/02/06	24.4%	9.47%	7.11%	6.62%	3.79%	8.04%	3.04%	2.3%	1.7%	0.84%
2026/02/07	24.57%	9.82%	8.07%	3.17%	3.85%	9.62%	2.61%	3.29%	1.75%	1.31%
2026/02/08	25.24%	10.01%	7.7%	4.88%	3.73%	9.37%	2.96%	2.29%	1.76%	0.7%
2026/02/09	29.05%	10.39%	7.86%	3.88%	4.5%	7.59%	2.1%	1.74%	1.84%	0.53%
2026/02/10	28.12%	10.46%	7.88%	3.03%	4.94%	6.5%	2.38%	1.51%	1.98%	0.98%
2026/02/11	27.71%	11.18%	7.34%	3.24%	4.93%	6.27%	2.52%	0.45%	1.94%	1.16%
2026/02/12	26.32%	11.55%	5.79%	4.49%	5.1%	6.2%	2.23%	0.59%	2.11%	1.28%
2026/02/13	24.4%	9.47%	7.11%	6.62%	3.79%	8.04%	3.04%	2.3%	1.7%	0.84%
2026/02/14	24.57%	9.82%	8.07%	3.17%	3.85%	9.62%	2.61%	3.29%	1.75%	1.31%
2026/02/15	25.24%	10.01%	7.7%	4.88%	3.73%	9.37%	2.96%	2.29%	1.76%	0.7%
2026/02/16	29.05%	10.39%	7.86%	3.88%	4.5%	7.59%	2.1%	1.74%	1.84%	0.53%
2026/02/17	26.22%	6.87%	9.14%	2.6%	8.32%	2.82%	2.28%	0.88%	4.7%	1.22%
2026/02/18	28.06%	6.44%	10.03%	5.55%	5.91%	3.52%	3.08%	0.61%	2.16%	1.51%
2026/02/19	28.26%	6.36%	10.62%	5.29%	4.03%	3.27%	3.49%	0.81%	2.03%	3.19%
2026/02/20	27.39%	7.83%	8.9%	4.11%	4.8%	3.7%	3.14%	0.76%	2.47%	1.99%
2026/02/21	27.57%	8.72%	9.28%	2.98%	5.91%	6.11%	2.53%	1.13%	2.72%	2.4%
2026/02/22	28.56%	7.26%	9.63%	4%	4.28%	10.97%	2.61%	0.8%	2.38%	1.72%
2026/02/23	28.65%	7.17%	9.57%	3.5%	3.47%	8.94%	2.8%	1.42%	1.92%	1.55%
2026/02/24	28.87%	7.35%	7.63%	4.71%	4.21%	6.96%	3.47%	2.39%	2.45%	2.19%
2026/02/25	26.47%	7.72%	7.93%	5.24%	4.23%	6.55%	3.83%	5.61%	1.75%	2.28%
2026/02/26	23.61%	8.65%	10.9%	4.6%	4.44%	6.08%	4.02%	1.76%	2.16%	1.57%
2026/02/27	25.89%	9.96%	7.84%	4.09%	6.65%	3.34%	3.69%	3.24%	3.09%	1.76%
2026/02/28	24.86%	10.21%	8.84%	6.74%	4.92%	4.41%	3.56%	2.9%	2.27%	1.84%

loveholidays.com
tui.co.uk
jet2holidays.com
lastminute.com
booking.com
easyjet.com
pocruises.com
virginatlantic.com
onthebeach.co.uk
centerparcs.co.uk

Loveholidays.com led February with a steady rise, peaking at 29.05% on the 9th. Tui.co.uk fluctuated, ending at 10.21%. Jet2holidays.com saw a mid-month surge, closing at 8.84%. Lastminute.com and booking.com had varied trends, finishing at 6.74% and 4.92%, respectively. Easyjet.com and pocruises.com showed mixed patterns, ending at 4.41% and 3.56%. Virginatlantic.com and onthebeach.co.uk had modest shares, closing at 2.9% and 2.27%. Centerparcs.co.uk remained low, ending at 1.84%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Travel Holiday Type

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 Holiday Type - Last month

1
Cheap Holiday Deals https://www.icelolly.com
Book cheap holidays today — Compare millions of cheap holidays from some of the UK's top travel companies. Last-minute deals.
2
Last Minute Holiday Offers | Half Term Holidays: Save £100* https://www.lastminute.com
Your next holiday in Europe with up to 25% off-book now!
3
loveholidays™ Official Site | Up to £600 off Holidays https://www.loveholidays.com
The loveholidays Sale Is Now On - Save Up To £600 On Selected Holidays. Choose Flexible Flight + Hotel Packages. Book Securely with ATOL Protected Holidays. Destinations: Canary Islands, Turkey.
4
On the Beach™ Official Site https://www.onthebeach.co.uk
On The Beach Holidays — Pay Your Way With FlexiPay & Spread The Cost Of Your Holiday. We Keep Things Easy-Breezy! Secure your dream holiday now, risk-free with Price Drop Protection - T&C'S Apply. 1000s of Hotels.
5
http://www.shalltd.uk/tui/flight+ticket
Best Packages Flight and Hotel - Cheap Flights and Holidays. We've specialised in providing good value, quality holidays excellent customer service

In the competitive landscape of travel PPC ads, icelolly.com entices with last-minute deals, while lastminute.com offers significant savings on European holidays. Loveholidays.com highlights flexibility and protection, and onthebeach.co.uk emphasizes easy payment options. Shalltd.uk focuses on value and quality service.

Frequently Asked Questions

Why is the UK Travel Holiday Type February 2026 Report useful and how should I use it?

Why is the UK Travel Holiday Type February 2026 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 Holiday Type February 2026 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 Holiday Type February 2026 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 Holiday Type February 2026 Report?

The UK Travel Holiday Type February 2026 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 UK Travel Holiday Type February 2026 Report aggregates data from across both device types and Google Shopping.
Who is this UK Travel Holiday Type February 2026 Report for?

The UK Travel Holiday Type February 2026 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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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.

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UK Travel Holiday Type - PPC Market Share Analysis February 2026

Holiday Type – UK

Google AI Overview visibility for Travel Holiday Type UK

AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 UK Travel Holiday Type brands

Share of Spend for the top 10 UK Travel Holiday Type brands

Competitor Count for UK Travel Holiday Type

Market Loss & Market Gains for UK Travel Holiday Type

UK Travel Holiday Type Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Travel Holiday Type

Frequently Asked Questions

Why is the UK Travel Holiday Type February 2026 Report useful and how should I use it?

Why is the UK Travel Holiday Type February 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Travel Holiday Type February 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Travel Holiday Type February 2026 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

Related reports

US Holiday Type

AUS Holiday Type