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UK Travel Holiday Type - PPC Market Share Analysis May 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.

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AIO Frequency

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

Frequency Percentage
Frequency 24.1424622079
75.8575377921
24%

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 52
48
52%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 13%
Transactional 27%
Navigational 1%
Seasonal 16%
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.

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Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
loveholidays.com 40.35
onthebeach.co.uk 8.52
tui.co.uk 7
easyjet.com 6.75
jet2holidays.com 5.94
haven.com 3.23
pocruises.com 2.54
booking.com 2.47
lastminute.com 2.04
thomascook.com 1.81
others 19.35
  • loveholidays.com - 40.35%
  • onthebeach.co.uk - 8.52%
  • tui.co.uk - 7%
  • easyjet.com - 6.75%
  • jet2holidays.com - 5.94%
  • haven.com - 3.23%
  • pocruises.com - 2.54%
  • booking.com - 2.47%
  • lastminute.com - 2.04%
  • thomascook.com - 1.81%
  • others - 19.35%

Copyright © Adthena. All rights reserved.

Loveholidays.com dominates with 40.35% click share, followed by others at 19.35%. OnTheBeach.co.uk and TUI.co.uk trail behind, highlighting a competitive landscape.

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 jet2holidays.com tui.co.uk onthebeach.co.uk easyjet.com lastminute.com thomascook.com booking.com wowcher.co.uk pocruises.com
2026/05/01 26.52% 6.7% 7.46% 5.85% 19.57% 3.5% 0.7% 5% 0.13% 1.77%
2026/05/02 25.97% 6.85% 7.75% 4.95% 17.29% 3.33% 1.72% 5.29% 0.14% 1.7%
2026/05/03 27.49% 6.12% 7.14% 4.72% 17.87% 4.19% 2.72% 4.49% 0.13% 1.69%
2026/05/04 26.67% 11.97% 6.69% 4.45% 15.41% 3.3% 1.67% 4.4% 0.19% 1.94%
2026/05/05 23.7% 5.74% 8.89% 5.78% 17.74% 4.83% 2.05% 4.04% 0.23% 1.82%
2026/05/06 27.8% 6.77% 10.66% 5.57% 7.86% 5.8% 4.06% 3.29% 0.18% 1.69%
2026/05/07 28.14% 6.36% 9.77% 5.21% 15.26% 4.76% 1.7% 2.75% 0.23% 1.6%
2026/05/08 26.19% 6.18% 9.64% 5.63% 13.97% 5.08% 2.23% 3.75% 0.09% 1.44%
2026/05/09 25.49% 7.19% 10.01% 6.33% 10.41% 4.57% 2.65% 3.72% 0.08% 1.44%
2026/05/10 27.17% 6.02% 9.96% 5.36% 14.05% 5% 1.77% 3.97% 0.14% 1.79%
2026/05/11 23.92% 5.58% 8.11% 6.51% 16.7% 3.87% 3.23% 2.5% 1.63% 1.92%
2026/05/12 23.9% 7.56% 7.25% 6.45% 14.47% 3.15% 4.38% 2.18% 3.29% 1.91%
2026/05/13 23.62% 9.24% 7.71% 5.95% 14.48% 3.64% 3.5% 2.96% 2.07% 2.01%
2026/05/14 23.85% 9% 8.55% 7.27% 11.12% 3.36% 2.85% 2.56% 1.89% 2.09%
2026/05/15 26.13% 6.16% 9.62% 5.62% 13.94% 5.07% 2.22% 3.74% 0.09% 1.44%
2026/05/16 22.59% 11.81% 8.39% 6.97% 9.31% 2.92% 4.24% 2.48% 2.84% 1.75%
2026/05/17 21.85% 11.7% 8.7% 7.71% 10.43% 2.64% 3.93% 2.69% 2.39% 1.67%
2026/05/18 22.18% 12.19% 9.41% 7.63% 8.22% 3.23% 3.1% 2.74% 2.45% 1.58%
2026/05/19 21.6% 12.7% 9.3% 7.43% 7.28% 2.91% 3.38% 3.31% 3.32% 1.71%
2026/05/20 23.63% 12.11% 9.26% 8.69% 5.78% 2.58% 3.55% 2.65% 2.65% 1.72%
2026/05/21 22.94% 12.48% 8.61% 8.87% 7.18% 1.88% 2.42% 2.43% 3.92% 1.67%
2026/05/22 22.83% 11.06% 10.38% 8.96% 7.28% 2.29% 3.31% 2.39% 3.57% 1.75%
2026/05/23 22.81% 11.32% 9.69% 8.32% 8.77% 2.07% 3.35% 2.23% 3.33% 1.88%
2026/05/24 23.24% 9.38% 9.76% 8.82% 9.02% 2.01% 3.53% 2.68% 2.57% 1.71%
2026/05/25 21.71% 11.38% 9.35% 8.94% 9.3% 2.25% 3.41% 3.24% 1.94% 1.71%
2026/05/26 18.61% 11.47% 9.67% 9.26% 12.11% 2.33% 3.62% 3.44% 1.71% 1.57%
2026/05/27 20.1% 12.22% 10.82% 10.3% 10.69% 1.95% 3.29% 2.08% 1.48% 1.67%
2026/05/28 21.49% 11.76% 9.3% 10.82% 10.02% 2.77% 2.81% 2.1% 1.69% 1.55%
2026/05/29 22.89% 12.1% 10.57% 11.12% 5.89% 3.39% 3.18% 2.28% 1.41% 1.41%
2026/05/30 23.18% 14.18% 10.51% 10.48% 3.02% 3.78% 3.03% 2.63% 1.24% 1.62%
2026/05/31 22.54% 14.5% 11.07% 9.63% 5.16% 4.03% 3.65% 2.27% 1.7% 1.28%
  • loveholidays.com
  • jet2holidays.com
  • tui.co.uk
  • onthebeach.co.uk
  • easyjet.com
  • lastminute.com
  • thomascook.com
  • booking.com
  • wowcher.co.uk
  • pocruises.com

Copyright © Adthena. All rights reserved.

In May 2026, loveholidays.com led PPC spend, peaking early, then declining. Jet2holidays.com and tui.co.uk gained momentum mid-month. Easyjet.com saw fluctuations, ending lower. Overall, dynamic shifts marked the month.

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
2026/05/01 706
2026/05/02 696
2026/05/03 710
2026/05/04 705
2026/05/05 726
2026/05/06 719
2026/05/07 757
2026/05/08 758
2026/05/09 715
2026/05/10 720
2026/05/11 794
2026/05/12 804
2026/05/13 758
2026/05/14 774
2026/05/15 758
2026/05/16 751
2026/05/17 752
2026/05/18 724
2026/05/19 700
2026/05/20 727
2026/05/21 750
2026/05/22 748
2026/05/23 763
2026/05/24 793
2026/05/25 833
2026/05/26 878
2026/05/27 827
2026/05/28 798
2026/05/29 788
2026/05/30 797
2026/05/31 814

Copyright © Adthena. All rights reserved.

In May 2026, advertiser numbers fluctuated, peaking at 878 on the 26th. The month concluded with 814 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.

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Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
jet2holidays.com 2.66%
onthebeach.co.uk 2%
wowcher.co.uk 0.95%
haven.com 0.94%
travelsupermarket.com 0.42%
booking.com -0.38%
expedia.co.uk -0.43%
lastminute.com -0.63%
easyjet.com -3.06%
loveholidays.com -4.54%

Copyright © Adthena. All rights reserved.

Jet2holidays.com and onthebeach.co.uk saw significant click share growth, while loveholidays.com and easyjet.com experienced notable declines.

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 jet2holidays.com onthebeach.co.uk tui.co.uk easyjet.com booking.com lastminute.com thomascook.com haven.com wowcher.co.uk
2026/05/01 26.15% 5.57% 6.35% 5.99% 18.59% 6.73% 2.32% 0.54% 1.02% 0.2%
2026/05/02 25.86% 4.84% 5.49% 5.84% 15.25% 7.91% 2.16% 1.36% 1.3% 0.24%
2026/05/03 27.36% 4.72% 4.9% 5.36% 17.78% 6.28% 3.3% 2.23% 1.3% 0.25%
2026/05/04 25.6% 9.29% 5.03% 5.19% 16.38% 6.49% 2.24% 1.3% 1.54% 0.33%
2026/05/05 24.74% 4.05% 5.91% 6.45% 16.72% 5.98% 3.57% 1.79% 2.02% 0.36%
2026/05/06 28.76% 5.31% 6.34% 7.23% 7.95% 4.51% 4.12% 3.23% 1.69% 0.29%
2026/05/07 29.95% 4.8% 6.17% 6.87% 13.33% 3.87% 4.31% 1.39% 1.44% 0.33%
2026/05/08 26.07% 4.8% 6.11% 6.94% 14.17% 5.08% 4.49% 1.65% 1.65% 0.14%
2026/05/09 27.48% 5.55% 6.04% 6.97% 9.72% 5.08% 3.3% 2.14% 1.33% 0.12%
2026/05/10 28.47% 4.82% 6.26% 6.91% 12.98% 5.23% 3.96% 1.4% 1.22% 0.21%
2026/05/11 25.82% 4.59% 6.81% 5.5% 15.31% 3.18% 2.69% 2.44% 2.19% 1.99%
2026/05/12 25.25% 5.77% 6.04% 4.91% 13.46% 3.16% 2.38% 3.52% 2.12% 3.96%
2026/05/13 23.96% 7.43% 6.17% 5.4% 14.8% 3.88% 2.85% 2.86% 2.04% 2.46%
2026/05/14 24.23% 6.98% 7.56% 5.79% 10.46% 3.57% 2.75% 2.22% 2.14% 2.07%
2026/05/15 26.07% 4.8% 6.11% 6.94% 14.17% 5.08% 4.49% 1.65% 1.65% 0.14%
2026/05/16 22.78% 9.8% 7.12% 5.74% 8.58% 3.4% 1.95% 3.39% 1.77% 3.45%
2026/05/17 22.4% 9.94% 8.18% 5.83% 9.81% 3.48% 1.7% 3.08% 2.04% 2.84%
2026/05/18 22.38% 9.95% 8.03% 6.36% 8.09% 3.65% 2.49% 2.43% 1.85% 2.92%
2026/05/19 21.49% 10.72% 7.45% 6.64% 7.12% 4.62% 2.07% 2.7% 2.24% 4.13%
2026/05/20 24.63% 9.92% 9.01% 6.65% 4.93% 3.65% 1.79% 2.86% 2.31% 3.31%
2026/05/21 22.68% 10.81% 8.85% 5.76% 6.39% 3.2% 1.18% 1.78% 2.57% 4.61%
2026/05/22 23.3% 9.03% 8.4% 7.07% 6.92% 3.27% 1.71% 2.6% 2.23% 4.22%
2026/05/23 23.21% 9.57% 7.85% 6.41% 8.21% 2.98% 1.32% 2.58% 2.15% 3.83%
2026/05/24 23.27% 7.45% 8.46% 6.44% 8.13% 3.84% 1.3% 2.76% 2.32% 2.87%
2026/05/25 22.33% 9.06% 8.53% 6.24% 8.54% 4.24% 1.39% 2.61% 2.37% 2.32%
2026/05/26 19.77% 9% 8.76% 6.19% 11.51% 5.07% 1.71% 2.92% 2.1% 2.09%
2026/05/27 21.55% 10.16% 9.77% 7.13% 10.45% 2.87% 1.31% 2.6% 2.39% 1.73%
2026/05/28 21.9% 9.35% 10.08% 5.93% 10.25% 2.91% 1.97% 2.22% 2.63% 1.95%
2026/05/29 23.48% 9.36% 10.07% 6.83% 6.02% 3.14% 2.72% 2.49% 2.46% 1.81%
2026/05/30 23.6% 11.77% 9.38% 7.02% 3.01% 3.59% 3.15% 2.36% 2.58% 1.53%
2026/05/31 23.63% 11.61% 8.92% 7.41% 4.72% 3.17% 3.14% 3.01% 2.66% 2.02%
  • loveholidays.com
  • jet2holidays.com
  • onthebeach.co.uk
  • tui.co.uk
  • easyjet.com
  • booking.com
  • lastminute.com
  • thomascook.com
  • haven.com
  • wowcher.co.uk

Copyright © Adthena. All rights reserved.

Loveholidays.com started May strong but declined, ending at 23.63%. Jet2holidays.com rose steadily, finishing at 11.61%. Onthebeach.co.uk and tui.co.uk showed consistent growth, closing at 8.92% and 7.41%, respectively.

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. 1
    Short breaks and holidays | Mini breaks in the UK | Center Parcs https://www.centerparcs.co.uk

    Wander Through The Woodland, Play On The Sandy Beach And Splash In The Water Park. Fill Your Days With Adventures In The Forest, Then Get Cosy In...

  2. 2
    Lara | From £416 Per Person https://www.easyjet.com › spain › holidays

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

  3. 3
    Cheap Holidays 2026/2027 | Sunshine For Less https://www.jet2holidays.com

    Discover cheap holidays with Jet2holidays Enjoy low deposits, flexible payments, and great value. Book your perfect cheap holiday deal today

  4. 4
    loveholidays™ Official Site | Up to £550 Off Holidays https://www.loveholidays.com

    Hundreds of Deals Including The One Perfect for You - Book Today With Deposits From £19pp. Choose Flexible Flight + Hotel Packages. Book Securely with ATOL Protected Holidays.

  5. 5
    Cheap Last-Minute Holidays | Unbeatable Prices https://www.travelsupermarket.com

    Why pay more for your next holiday? Compare deals and save an average of £350. We bring you top deals from over 20 trusted holiday providers. Compare...

Copyright © Adthena. All rights reserved.

Center Parcs invites families to explore nature with woodland adventures and cozy retreats. EasyJet offers all-inclusive Spanish getaways starting at £416. Jet2holidays tempts with affordable 2026/2027 sunshine escapes. Loveholidays promises flexible, secure bookings with up to £550 off. TravelSupermarket highlights unbeatable last-minute deals, saving travelers an average of £350.

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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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