UK Travel Holiday Type - PPC Market Share Analysis January 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 19.8204887423
80.1795112577
19%

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 50
50
50%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 14%
Transactional 27%
Navigational 2%
Seasonal 21%
Local 1%
Problem Solving 1%

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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 42.88
tui.co.uk 9.05
jet2holidays.com 6.37
easyjet.com 5.26
pocruises.com 3.48
lastminute.com 3.38
onthebeach.co.uk 3.36
virginatlantic.com 1.36
haven.com 1.3
teletextholidays.co.uk 1.2
others 22.36
  • loveholidays.com - 42.88%
  • tui.co.uk - 9.05%
  • jet2holidays.com - 6.37%
  • easyjet.com - 5.26%
  • pocruises.com - 3.48%
  • lastminute.com - 3.38%
  • onthebeach.co.uk - 3.36%
  • virginatlantic.com - 1.36%
  • haven.com - 1.3%
  • teletextholidays.co.uk - 1.2%
  • others - 22.36%

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Loveholidays.com leads with 42.88% click share, followed by others at 22.36%. Tui.co.uk and Jet2holidays.com trail behind with 9.05% and 6.37%, respectively.

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 jet2holidays.com tui.co.uk easyjet.com virginatlantic.com lastminute.com pocruises.com heidi.com weski.com thomascook.com
2026/01/01 26.88% 6.28% 10.3% 12.55% 2.19% 3.74% 2.61% 2.27% 1.96% 1.55%
2026/01/02 26.62% 6.6% 10.79% 10.5% 2.03% 5.03% 2.9% 1.91% 1.85% 1.33%
2026/01/03 27.48% 6.8% 10.92% 7.02% 4.24% 5.52% 2.5% 2.08% 1.92% 1.8%
2026/01/04 26.65% 7.11% 12.49% 5.89% 3.3% 5.47% 2.28% 2.14% 2.26% 1.58%
2026/01/05 26.06% 7.37% 11.07% 7.91% 3.67% 5.72% 2.43% 2.07% 2.2% 2.05%
2026/01/06 24.52% 7.13% 10.51% 9.71% 2.68% 5.83% 2.39% 2.08% 2.2% 2.45%
2026/01/07 27.7% 5.68% 10.99% 11.36% 0.87% 5.45% 1.73% 1.73% 2.31% 1.23%
2026/01/08 24.04% 11.71% 9.28% 9.26% 2.47% 5.64% 2.17% 2.07% 2.3% 1.09%
2026/01/09 27.79% 12.21% 8.21% 6.79% 3.19% 4.88% 2.29% 2.03% 2.2% 1.46%
2026/01/10 26.44% 12.81% 8.39% 6.35% 2.99% 5.08% 2.46% 2.26% 2.46% 1.38%
2026/01/11 26.12% 13.85% 8.86% 7.05% 2.71% 5.46% 2.21% 2.27% 2.41% 2.05%
2026/01/12 26.54% 12.69% 7.12% 8.8% 3.12% 6.65% 1.97% 2.09% 2.23% 2.16%
2026/01/13 26.56% 7.28% 7.73% 8.04% 2.69% 6.94% 2.2% 2.51% 2.34% 2.37%
2026/01/14 25.51% 7.39% 7.97% 7.89% 2.01% 7.82% 2.36% 2.62% 2.18% 1.83%
2026/01/15 26.44% 8.29% 8.4% 6.99% 0.51% 6.54% 2.48% 2.38% 2.2% 1.95%
2026/01/16 27.73% 12.2% 8.2% 6.78% 3.18% 4.88% 2.29% 2.03% 2.19% 1.46%
2026/01/17 26% 12.36% 7.81% 9.13% 0.86% 5.84% 2.43% 1.54% 2.29% 1.3%
2026/01/18 25.2% 13.43% 8.76% 6.62% 0.98% 6.24% 2.29% 1.6% 2.41% 1.77%
2026/01/19 25.57% 12.98% 8.4% 9.16% 0.87% 6.06% 2.12% 1.67% 2.29% 2.22%
2026/01/20 26.41% 8.58% 11.17% 5.31% 0.23% 6.07% 2.31% 2.09% 2.21% 2.95%
2026/01/21 25.56% 7.51% 10.71% 7.3% 0.69% 6.03% 2.35% 2.14% 2.08% 3.63%
2026/01/22 26.31% 10.51% 10.42% 8.53% 0.19% 5.98% 2.3% 1.99% 1.98% 2.92%
2026/01/23 26.91% 11.45% 10.98% 6.13% 0.27% 5.6% 2.43% 2.31% 2.06% 2.86%
2026/01/24 26.36% 11.06% 11.01% 8.9% 1.05% 5.88% 2.47% 2.31% 2.26% 1.96%
2026/01/25 27.24% 11.05% 10.59% 10.59% 0.54% 5.95% 2.15% 1.79% 2.23% 1.67%
2026/01/26 26.22% 12.41% 11.33% 4.86% 1.24% 5.98% 2.77% 2.12% 2.44% 1.37%
2026/01/27 24.61% 10.91% 10.63% 8.27% 2.81% 4.73% 2.49% 2.25% 2.61% 1.69%
2026/01/28 25.48% 10.17% 10.52% 8.57% 2.95% 4.56% 2.74% 2.22% 2.34% 1.28%
2026/01/29 25.29% 8.91% 11.65% 7.81% 2.7% 4% 3% 2.39% 2.49% 1.6%
2026/01/30 23.15% 12.05% 9.96% 7.79% 4.45% 3.51% 3.45% 2.48% 2.27% 1.19%
2026/01/31 23.69% 10.54% 10.01% 8.42% 4.76% 4.51% 2.83% 2.45% 2.43% 1.41%
  • loveholidays.com
  • jet2holidays.com
  • tui.co.uk
  • easyjet.com
  • virginatlantic.com
  • lastminute.com
  • pocruises.com
  • heidi.com
  • weski.com
  • thomascook.com

Copyright © Adthena. All rights reserved.

Loveholidays.com led January with fluctuating spend, peaking at 27.79%. Jet2holidays.com surged mid-month, reaching 13.85%. Tui.co.uk maintained steady growth, while easyjet.com saw varied trends. Virginatlantic.com ended with a rise.

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
2026/01/01 890
2026/01/02 890
2026/01/03 851
2026/01/04 853
2026/01/05 847
2026/01/06 826
2026/01/07 885
2026/01/08 817
2026/01/09 800
2026/01/10 794
2026/01/11 802
2026/01/12 793
2026/01/13 799
2026/01/14 804
2026/01/15 817
2026/01/16 800
2026/01/17 816
2026/01/18 803
2026/01/19 784
2026/01/20 819
2026/01/21 793
2026/01/22 769
2026/01/23 766
2026/01/24 757
2026/01/25 764
2026/01/26 909
2026/01/27 827
2026/01/28 832
2026/01/29 837
2026/01/30 825
2026/01/31 815

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January began with 890 advertisers, fluctuating throughout the month. A notable dip to 757 on January 24th was followed by a peak of 909 on January 26th. The month concluded with 815 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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
jet2holidays.com 0.87%
tui.co.uk 0.83%
centerparcs.co.uk 0.42%
pocruises.com 0.39%
onthebeach.co.uk 0.38%
travelbag.co.uk -0.33%
virginatlantic.com -0.36%
easyjet.com -0.37%
firstchoice.co.uk -0.42%
loveholidays.com -0.77%

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Jet2holidays.com and tui.co.uk soared with click share increases of 0.87 and 0.83, respectively. Meanwhile, loveholidays.com faced a decline of 0.77.

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 jet2holidays.com tui.co.uk virginatlantic.com easyjet.com booking.com pocruises.com lastminute.com onthebeach.co.uk teletextholidays.co.uk
2026/01/01 24.85% 6.25% 8.43% 3.5% 12.48% 2.98% 3.55% 3.01% 1.47% 3.2%
2026/01/02 25.14% 5.94% 9.13% 3.08% 9.85% 2.95% 3.62% 4.56% 1.46% 3.77%
2026/01/03 25.46% 6.04% 8.97% 7.01% 7.02% 1.81% 3.67% 4.22% 1.49% 3.63%
2026/01/04 25.52% 5.81% 10.63% 5.94% 5.13% 2.2% 2.89% 3.75% 1.54% 2.16%
2026/01/05 25.3% 6.48% 9.25% 6.44% 7.67% 1.87% 2.87% 4.55% 1.42% 2.28%
2026/01/06 22.86% 6.27% 8.72% 4.3% 9.54% 1.82% 2.84% 4.52% 1.48% 4.04%
2026/01/07 27.22% 4.48% 9.49% 1.14% 11.97% 2.93% 1.79% 4.31% 1.67% 2.09%
2026/01/08 23.41% 11.1% 7.89% 3.59% 9.15% 1.7% 2.51% 4.14% 1.54% 4.08%
2026/01/09 27.25% 11.36% 7.23% 5.41% 5.5% 1.56% 2.65% 3.15% 1.6% 3.09%
2026/01/10 25.03% 11.76% 7.31% 4.43% 5.94% 1.46% 2.86% 3.65% 1.7% 2.9%
2026/01/11 25.75% 12.5% 7.76% 4.03% 5.86% 1.39% 2.66% 3.72% 1.53% 2.06%
2026/01/12 25.6% 11.58% 6.06% 5.02% 9.08% 1.17% 2.14% 5.32% 1.44% 2.31%
2026/01/13 25.38% 6.45% 6.47% 4.78% 6.73% 2.6% 2.78% 4.81% 1.53% 2.39%
2026/01/14 25.33% 6.91% 6.95% 3.66% 6.78% 1.59% 2.58% 5.68% 1.83% 2.47%
2026/01/15 26.12% 7.55% 7.15% 0.66% 6.19% 1.76% 2.84% 4.35% 1.81% 2.66%
2026/01/16 27.25% 11.36% 7.23% 5.41% 5.5% 1.56% 2.65% 3.15% 1.6% 3.09%
2026/01/17 25.13% 11.7% 6.45% 1.22% 9.36% 1.97% 2.54% 3.71% 1.49% 1.63%
2026/01/18 25.43% 12.4% 7.44% 1.51% 5.37% 2.21% 2.64% 4.24% 1.86% 1.38%
2026/01/19 24.47% 11.94% 7.04% 1.1% 8.57% 1.25% 2.14% 5.21% 1.84% 1.61%
2026/01/20 26.82% 8.31% 9.53% 0.25% 4.81% 1.57% 2.51% 4.4% 1.9% 2.48%
2026/01/21 25.27% 7.52% 9.17% 0.93% 6.13% 1.14% 2.48% 4.3% 2.03% 2%
2026/01/22 26.05% 9.37% 9.12% 0.25% 8.24% 1.04% 2.44% 4.44% 1.73% 1.67%
2026/01/23 27.08% 10.58% 9.67% 0.3% 5.13% 0.93% 2.65% 3.52% 2.03% 1.87%
2026/01/24 27.02% 10.65% 9.44% 1.08% 8.3% 0.8% 2.78% 4.77% 2.02% 1.55%
2026/01/25 26.76% 10.83% 8.92% 0.66% 11.12% 1.02% 2.41% 4.34% 1.6% 1.94%
2026/01/26 26.36% 10.97% 9.7% 1.46% 3.82% 1.24% 4.05% 4.93% 1.76% 2.24%
2026/01/27 23.99% 9.89% 9.1% 4.79% 8.05% 1.24% 2.8% 3.26% 1.76% 2.4%
2026/01/28 24.37% 9.55% 8.86% 4.73% 7.46% 2.96% 3.1% 2.92% 1.59% 2.19%
2026/01/29 24.77% 7.77% 10.03% 4.1% 7.13% 3.14% 4.2% 2.33% 1.63% 3.2%
2026/01/30 20.78% 11.18% 8.32% 7.24% 6.74% 2.94% 4.36% 2.32% 1.65% 2.52%
2026/01/31 23.66% 8.82% 8.72% 7.6% 6.97% 3.95% 3.77% 3.22% 1.57% 1.54%
  • loveholidays.com
  • jet2holidays.com
  • tui.co.uk
  • virginatlantic.com
  • easyjet.com
  • booking.com
  • pocruises.com
  • lastminute.com
  • onthebeach.co.uk
  • teletextholidays.co.uk

Copyright © Adthena. All rights reserved.

Loveholidays.com led January with fluctuating impressions, peaking mid-month. Jet2holidays.com saw a mid-month surge, while tui.co.uk remained steady. Virginatlantic.com ended strong, and easyjet.com showed consistent performance.

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
    Lara | From £416 Per Person https://www.easyjet.com › spain › holidays

    Find Your Perfect Holiday. Flights, Bags, Transfers & Hotel Included. ATOL...

  2. 2
    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.

  3. 3
    On the Beach™ Official Site https://www.onthebeach.co.uk

    On The Beach Holidays — Love The Price You See Today? If It Drops, You’ll Get The Difference Back. T&C's Apply. Pay Your Way With FlexiPay & Spread The Cost Of Your Holiday. We Keep Things Easy-Breezy!

  4. 4
    TUI Holidays https://www.tui.co.uk › tui+holidays › deals

    Our Biggest Ever TUI Sale — Book Happy With TUI Flex, And Change Your Holiday Up Until 28 Days Before You Travel. Biggest Ever TUI Sale. Say Yes To Up To £500 Off with a myTUI account Using Code SALE*.

  5. 5
    Save Up To £300 on Holidays | New Lower Deposit Just £75pp https://www.virginatlantic.com

    Save up to £300 extra with promo code VAHSALE26. Hurry, ends in 4 days. Book your dream...

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In the competitive world of travel PPC, EasyJet, Loveholidays, On the Beach, TUI, and Virgin Atlantic captivate with enticing offers. From EasyJet’s all-inclusive packages to Loveholidays’ flexible deals, each ad promises savings and flexibility. TUI and Virgin Atlantic highlight significant discounts, while On the Beach ensures price protection, creating a compelling narrative of value and choice.

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