UK Travel Holiday Type - PPC Market Share Analysis August 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.

Holiday Type – UK

Google AI Overview visibility for Travel Holiday Type UK

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

AIO Frequency

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

Frequency Percentage
Frequency 37.362193217
62.637806783
37%

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 40
60
40%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 10%
Transactional 24%
Navigational 9%
Seasonal 13%
Local 1%
Problem Solving 0%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
loveholidays.com 44.12
onthebeach.co.uk 11.45
tui.co.uk 6.57
jet2holidays.com 5.74
easyjet.com 5.3
lastminute.com 3.74
booking.com 2.39
pocruises.com 2.09
haven.com 1.8
teletextholidays.co.uk 1.09
others 15.71
  • loveholidays.com - 44.12%
  • onthebeach.co.uk - 11.45%
  • tui.co.uk - 6.57%
  • jet2holidays.com - 5.74%
  • easyjet.com - 5.3%
  • lastminute.com - 3.74%
  • booking.com - 2.39%
  • pocruises.com - 2.09%
  • haven.com - 1.8%
  • teletextholidays.co.uk - 1.09%
  • others - 15.71%

Copyright © Adthena. All rights reserved.

Loveholidays.com dominates with 44.12% click share, followed by others at 15.71%. OnTheBeach.co.uk holds 11.45%, while TUI.co.uk captures 6.57%.

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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date loveholidays.com onthebeach.co.uk easyjet.com jet2holidays.com tui.co.uk booking.com lastminute.com teletextholidays.co.uk pocruises.com parkdeanresorts.co.uk
2026/08/01 28.37% 12.38% 5.63% 9.8% 8.52% 3.26% 7.65% 1.07% 0.99% 1.16%
2026/08/02 28.43% 11.71% 6.16% 9.59% 7.57% 3.16% 8.38% 1.18% 1.04% 1.27%
2026/08/03 31.54% 12.12% 3.62% 9.88% 6.77% 3.51% 8.55% 1.05% 0.98% 1.11%
2026/08/04 27.38% 11.57% 2.5% 9.48% 8.91% 3.15% 10.48% 0.89% 1.03% 1.1%
2026/08/05 26.51% 12.16% 3.36% 9.04% 8.4% 3.33% 9.08% 1.13% 1.37% 1.39%
2026/08/06 28.83% 12.46% 4.08% 8.48% 8.39% 2.75% 8.55% 0.9% 1.33% 1.26%
2026/08/07 31.67% 10.33% 4.11% 8.85% 8.03% 2.82% 7.84% 1.1% 1.4% 1.51%
2026/08/08 31.43% 11.25% 5.27% 11.44% 6.46% 3.52% 8.46% 0.84% 1.12% 1.1%
2026/08/09 30.29% 11.26% 7.47% 11.09% 7.11% 4.17% 6.06% 1.1% 1.5% 1.43%
2026/08/10 29.61% 9.6% 9.57% 9.66% 6.54% 4.59% 6.21% 1.69% 1.28% 1.59%
2026/08/11 30.28% 8.85% 11.38% 8.85% 5.7% 4.33% 6.72% 1.07% 1.46% 1.37%
2026/08/12 31.5% 8.75% 10.13% 9.48% 6.4% 3.69% 6.06% 1.54% 1.5% 1.45%
2026/08/13 29.7% 9.01% 11.85% 9.23% 6.48% 3.37% 4.99% 1.67% 1.45% 1.77%
2026/08/14 30.2% 10.02% 9.56% 8.38% 6.1% 2.61% 5.37% 2.06% 1.49% 1.56%
2026/08/15 28.74% 12.04% 9.98% 10.39% 5.86% 2.22% 6.01% 0.94% 1.45% 1.23%
2026/08/16 29.24% 11.24% 10.16% 9.46% 5.88% 2.43% 5.91% 1.24% 1.42% 1.32%
2026/08/17 29.7% 9.74% 12.63% 7.26% 5.37% 2.72% 4.68% 1.61% 1.23% 1.28%
2026/08/18 29.92% 9.39% 12.52% 7.63% 5.84% 2.66% 4.44% 1.49% 1.33% 1.34%
2026/08/19 31.46% 8.83% 10.3% 9.47% 5.98% 2.43% 4.36% 1.55% 1.43% 1.49%
2026/08/20 30.09% 9.18% 9.51% 9.21% 5.56% 2.92% 5.05% 2.16% 1.65% 1.35%
2026/08/21 29.83% 9.29% 10.93% 6.76% 5.87% 3.54% 5.13% 2.1% 1.61% 1.39%
2026/08/22 30.06% 9.41% 11.53% 6.63% 5.59% 3.77% 4.97% 1.84% 1.33% 1.22%
2026/08/23 29.07% 11.47% 11.99% 7.16% 4.33% 3.95% 5.03% 1.33% 1.5% 1.28%
2026/08/24 30.87% 10.98% 9.64% 9.2% 5.06% 3.53% 5.41% 1.25% 1.5% 1.37%
2026/08/25 27.07% 12.06% 8.59% 8.83% 6.29% 3.9% 4.93% 1.76% 1.5% 1.38%
2026/08/26 27.86% 12.15% 8.04% 8.23% 6.23% 3.79% 4.74% 1.44% 1.94% 1.14%
2026/08/27 27.72% 10.88% 7.96% 8.09% 7.11% 3.52% 4.43% 2.13% 1.93% 1.2%
2026/08/28 28.02% 13.8% 9.98% 6.71% 6.45% 4.09% 3.21% 1.53% 1.75% 1.02%
2026/08/29 28.64% 14.24% 9.46% 8.01% 5.49% 4.1% 3.45% 1.34% 1.54% 1.05%
2026/08/30 28.52% 14.49% 10.4% 8.46% 5.27% 3.73% 2.97% 1.18% 1.37% 1.1%
2026/08/31 30.12% 12.16% 9.98% 8.56% 5.3% 3.92% 3.45% 1.88% 1.5% 1.13%
  • loveholidays.com
  • onthebeach.co.uk
  • easyjet.com
  • jet2holidays.com
  • tui.co.uk
  • booking.com
  • lastminute.com
  • teletextholidays.co.uk
  • pocruises.com
  • parkdeanresorts.co.uk

Copyright © Adthena. All rights reserved.

Loveholidays.com led August with fluctuating spend, peaking at 31.67%. Onthebeach.co.uk saw a late surge, ending at 14.49%. Easyjet.com’s mid-month peak was 12.63%. Jet2holidays.com and tui.co.uk experienced steady declines.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/08/01 570
2026/08/02 585
2026/08/03 556
2026/08/04 589
2026/08/05 640
2026/08/06 611
2026/08/07 585
2026/08/08 541
2026/08/09 545
2026/08/10 561
2026/08/11 556
2026/08/12 588
2026/08/13 598
2026/08/14 590
2026/08/15 578
2026/08/16 560
2026/08/17 586
2026/08/18 555
2026/08/19 559
2026/08/20 569
2026/08/21 582
2026/08/22 549
2026/08/23 561
2026/08/24 544
2026/08/25 573
2026/08/26 631
2026/08/27 610
2026/08/28 617
2026/08/29 576
2026/08/30 601
2026/08/31 569

Copyright © Adthena. All rights reserved.

August saw fluctuating advertiser numbers, peaking at 640 on the 5th. The month concluded with 569 advertisers, reflecting a dynamic landscape.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
easyjet.com 1.58%
onthebeach.co.uk 1.55%
booking.com 0.39%
pocruises.com 0.31%
teletextholidays.co.uk 0.28%
tui.co.uk -0.25%
haven.com -0.37%
jet2holidays.com -0.72%
lastminute.com -1.41%
loveholidays.com -3.33%

Copyright © Adthena. All rights reserved.

easyJet.com and onthebeach.co.uk soared with click share gains of 1.58 and 1.55, respectively. Meanwhile, loveholidays.com faced a decline of 3.33.

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.

Date loveholidays.com onthebeach.co.uk easyjet.com jet2holidays.com tui.co.uk booking.com lastminute.com teletextholidays.co.uk pocruises.com expedia.co.uk
2026/08/01 26.69% 12.52% 4.14% 8.49% 7.21% 4.34% 7.45% 1.69% 1.29% 1.4%
2026/08/02 27.06% 10.81% 4.76% 8.44% 6.37% 4.67% 8.08% 1.82% 1.32% 1.39%
2026/08/03 31.76% 11.01% 2.65% 8.14% 5.78% 4.95% 7.47% 1.7% 1.18% 1.38%
2026/08/04 26.48% 10.89% 1.65% 7.46% 7.17% 4.47% 9.64% 1.45% 1.42% 1.67%
2026/08/05 26.06% 11.16% 2.75% 7.1% 6.49% 4.5% 8.25% 1.65% 1.97% 1.39%
2026/08/06 28.46% 11.71% 2.93% 6.83% 6.75% 3.41% 7.56% 1.28% 1.96% 1.72%
2026/08/07 31% 9.59% 3.36% 6.82% 6.38% 3.49% 6.51% 1.72% 1.94% 1.32%
2026/08/08 29.79% 11.06% 4.28% 9.51% 5.24% 4.48% 7.83% 1.29% 1.41% 1.76%
2026/08/09 29.58% 10.71% 6.09% 9.24% 5.67% 5.36% 5.04% 1.63% 2.4% 1.62%
2026/08/10 28.34% 9.52% 7.56% 8.22% 5.41% 6.41% 5.61% 2.94% 1.53% 2.02%
2026/08/11 28.4% 8.52% 9.02% 7.17% 4.88% 6.78% 6.36% 2.12% 1.97% 1.93%
2026/08/12 29.18% 8.41% 8.32% 7.8% 5.21% 5.85% 6.18% 2.89% 2.32% 1.63%
2026/08/13 28.43% 8.9% 9.99% 8.01% 5.47% 4.36% 4.09% 2.48% 1.77% 1.31%
2026/08/14 29.42% 9.83% 7.74% 7.21% 5.11% 3.57% 4.61% 3.34% 1.67% 1.42%
2026/08/15 27.89% 11.37% 8.19% 8.7% 4.97% 3.76% 5.03% 1.54% 1.84% 1.65%
2026/08/16 28.41% 10.39% 7.47% 7.75% 4.99% 3.16% 5.29% 2.55% 1.7% 2.12%
2026/08/17 27.68% 9.28% 9.66% 5.94% 4.73% 4.42% 3.63% 2.79% 1.46% 1.94%
2026/08/18 29.33% 9.8% 9.42% 6.48% 5.26% 3.5% 3.93% 2.64% 1.58% 2.72%
2026/08/19 30.4% 9.59% 8.25% 8.12% 5.39% 3.08% 3.73% 2.78% 1.66% 2.65%
2026/08/20 28.07% 9.24% 7.55% 7.52% 5.15% 4.19% 4.3% 3.6% 1.99% 2.29%
2026/08/21 27.49% 9.35% 8.74% 5.68% 5.37% 4.68% 4.57% 3.56% 1.91% 2.4%
2026/08/22 28.01% 9.15% 9.1% 5.22% 4.91% 4.82% 3.88% 2.64% 1.39% 1.64%
2026/08/23 26.86% 11.36% 9.74% 5.96% 4.03% 5.21% 4.36% 2.34% 1.76% 1.86%
2026/08/24 29.32% 10.84% 7.78% 7.91% 4.53% 4.51% 4.69% 2.24% 2.03% 2.07%
2026/08/25 25.76% 12.01% 6.65% 7.09% 5.37% 5.38% 3.77% 3.13% 1.78% 1.7%
2026/08/26 26.82% 11.86% 6.55% 6.82% 5.19% 4.78% 3.8% 2.72% 2.58% 1.76%
2026/08/27 26.94% 10.42% 6.34% 7% 6.19% 4.49% 3.74% 3.8% 2.6% 1.97%
2026/08/28 26.26% 13.34% 8.56% 5.36% 5.63% 5.13% 2.38% 2.66% 2.08% 1.61%
2026/08/29 27.04% 13.82% 7.43% 6.67% 4.75% 4.91% 2.91% 2.44% 1.92% 1.69%
2026/08/30 27.26% 14.56% 8.79% 7.03% 4.51% 4.33% 2.26% 2.27% 1.53% 1.5%
2026/08/31 28.22% 12.25% 8.2% 7.44% 4.88% 4.84% 3.24% 2.95% 1.76% 1.65%
  • loveholidays.com
  • onthebeach.co.uk
  • easyjet.com
  • jet2holidays.com
  • tui.co.uk
  • booking.com
  • lastminute.com
  • teletextholidays.co.uk
  • pocruises.com
  • expedia.co.uk

Copyright © Adthena. All rights reserved.

Loveholidays.com led August with fluctuating impressions, peaking at 31.76%. OnTheBeach.co.uk saw a late surge, ending at 12.25%. EasyJet.com climbed steadily, finishing at 8.2%. The month closed with dynamic shifts across advertisers.

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.

Google Text Ad Copy Insights & Creative Trends for UK Travel Holiday Type - Last month
  1. 1
    Holiday Package Deals | Book It All in One Place https://www.expedia.co.uk › packages › book_now

    Find & Compare Options and You Can Save Big! Holiday Package Deals.

  2. 2
    Last Minute Holiday Savings - Save Up To £700 + Bonus £100 https://www.jet2holidays.com

    Package Holidays You Can Trust. Book Now With Jet2holidays. ATOL & ABTA-Protected. Save Up To £700 On Selected Summer Holidays! Plus, An Extra...

  3. 3
    loveholidays™ Official Site - Cheap Holidays You'll Love https://www.loveholidays.com

    From Beach Breaks To City Escapes, Book Now – That’s The Power Of loveholidays™

  4. 4
    On the Beach™ Official Site | On The Beach Holidays https://www.onthebeach.co.uk

    Pay Your Way With FlexiPay & Spread The Cost Of Your Holiday. We Keep Things Easy-Breezy!

  5. 5
    Loveholidays Discount Code Free £150 Gift Card in August 2026 https://www.vouchercloud.com

    Use Vouchercloud today to find a huge range of money-saving deals

Copyright © Adthena. All rights reserved.

In the competitive world of holiday packages, Expedia.co.uk entices with convenience, offering all-in-one deals. Jet2holidays captures attention with significant savings, promising up to £700 off. Loveholidays.com emphasizes affordability and variety, while On the Beach promotes flexible payment options. Vouchercloud.com sweetens the deal with enticing discount codes.

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