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UK Travel Holiday Type - PPC Market Share Analysis April 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 14.4127881599
85.5872118401
14%

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 28%
Navigational 2%
Seasonal 17%
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 43.79
tui.co.uk 9.66
onthebeach.co.uk 6.93
easyjet.com 6.02
jet2holidays.com 3.7
lastminute.com 3.01
booking.com 2.95
pocruises.com 1.98
haven.com 1.88
thomascook.com 1.11
others 18.97
  • loveholidays.com - 43.79%
  • tui.co.uk - 9.66%
  • onthebeach.co.uk - 6.93%
  • easyjet.com - 6.02%
  • jet2holidays.com - 3.7%
  • lastminute.com - 3.01%
  • booking.com - 2.95%
  • pocruises.com - 1.98%
  • haven.com - 1.88%
  • thomascook.com - 1.11%
  • others - 18.97%

Copyright © Adthena. All rights reserved.

Loveholidays.com dominates with 43.79% click share, followed by others at 18.97%. Tui.co.uk and onthebeach.co.uk trail behind with 9.66% and 6.93%, 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. 

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Share of Spend - Last Month
Share of Spend - Last Month
Date loveholidays.com easyjet.com tui.co.uk jet2holidays.com onthebeach.co.uk lastminute.com booking.com pocruises.com thomascook.com virginatlantic.com
2026/04/01 26.02% 10.37% 10.08% 8.63% 1.11% 6.37% 2.65% 1.31% 2.89% 1.02%
2026/04/02 25.21% 10.51% 10.38% 7.97% 0.85% 6.26% 2.33% 1.47% 2.71% 0.94%
2026/04/03 24.53% 10.06% 12.21% 7.08% 0.94% 5.81% 2.39% 1.57% 3.55% 1.27%
2026/04/04 24.43% 10.46% 11.98% 6.37% 0.87% 5.81% 2.61% 1.71% 3.37% 3.91%
2026/04/05 23.22% 11.1% 12.69% 7.92% 0.79% 5.84% 3% 1.78% 2.72% 2.64%
2026/04/06 24.07% 10.21% 12.55% 7.82% 0.81% 6.85% 3.26% 1.73% 2.71% 0.55%
2026/04/07 23.41% 9.2% 12.31% 9.04% 0.82% 6.51% 3.54% 1.77% 1.75% 0.53%
2026/04/08 24.94% 8.45% 11.91% 7.82% 0.8% 7.05% 4.34% 1.74% 1.73% 1.68%
2026/04/09 25.68% 6.21% 11.45% 8.6% 0.86% 5.85% 4.93% 1.71% 1.94% 2.43%
2026/04/10 25.94% 6.53% 11.25% 7.83% 0.72% 5.85% 4.54% 1.74% 2.85% 0.93%
2026/04/11 24.39% 9% 12.63% 7.68% 0.91% 6.58% 4.53% 1.62% 3.46% 0.57%
2026/04/12 28.02% 9.67% 13.66% 7.32% 0.76% 5.16% 4.83% 1.44% 1.96% 0.63%
2026/04/13 28.71% 11.63% 11.2% 6.52% 0.83% 5.06% 4.32% 1.5% 1.86% 0.44%
2026/04/14 26.09% 12.42% 9.14% 5.77% 0.81% 5.9% 4.42% 1.54% 2.76% 0.42%
2026/04/15 27.67% 13.4% 9.25% 6.83% 0.77% 4.7% 3.64% 1.55% 2.51% 0.66%
2026/04/16 27.19% 11.23% 9.51% 6.18% 5.54% 4.43% 3.92% 1.32% 1.58% 0.93%
2026/04/17 26.55% 11.01% 8.35% 7.57% 8.47% 3.66% 3.94% 1.36% 1.27% 3.3%
2026/04/18 26.03% 12.39% 9.12% 5.35% 7.61% 3.92% 4.76% 1.4% 1.56% 3.11%
2026/04/19 26.82% 13.68% 10.28% 3.74% 7.7% 4.35% 3.94% 1.49% 1.51% 3.29%
2026/04/20 27.93% 12.96% 9.17% 3.32% 8.69% 4.52% 3.83% 1.5% 1.47% 1.82%
2026/04/21 28.08% 10.32% 8.29% 4.38% 9% 4.99% 3.83% 1.67% 1.2% 2.16%
2026/04/22 28.33% 11.1% 8.47% 4.93% 9.02% 4.37% 3.6% 0.13% 1.55% 2.28%
2026/04/23 24.94% 11.8% 8.63% 5.04% 9.19% 3.98% 3.9% 0.68% 0.91% 4.43%
2026/04/24 26.55% 14.8% 8.27% 5.12% 7.96% 3.49% 3.15% 1.75% 0.79% 3.63%
2026/04/25 25.21% 17.29% 7.65% 5.45% 6.53% 3.61% 3.9% 1.95% 1.52% 2.53%
2026/04/26 27.69% 14.03% 8.02% 6.75% 6.13% 3.15% 4.12% 2.07% 1.29% 1.76%
2026/04/27 26.46% 13.96% 8.89% 5.77% 6.43% 3.31% 4.2% 2.17% 1.26% 1.52%
2026/04/28 26.25% 11.08% 10.04% 4.77% 7.57% 3.71% 3.84% 2.3% 1.28% 1.63%
2026/04/29 26.4% 9.39% 8.67% 6.61% 7.62% 3.49% 3.36% 2.31% 1.01% 4.49%
2026/04/30 27.91% 12.03% 8.15% 7.91% 7.14% 3.5% 3.16% 2.46% 1% 0.51%
  • loveholidays.com
  • easyjet.com
  • tui.co.uk
  • jet2holidays.com
  • onthebeach.co.uk
  • lastminute.com
  • booking.com
  • pocruises.com
  • thomascook.com
  • virginatlantic.com

Copyright © Adthena. All rights reserved.

In April 2026, loveholidays.com led with fluctuating dominance, peaking mid-month. EasyJet surged late, while TUI and Jet2holidays saw declines. OnTheBeach rose steadily, and Virgin Atlantic spiked sporadically. The month ended with diverse shifts.

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
2026/04/01 756
2026/04/02 774
2026/04/03 803
2026/04/04 810
2026/04/05 812
2026/04/06 808
2026/04/07 823
2026/04/08 820
2026/04/09 805
2026/04/10 828
2026/04/11 796
2026/04/12 794
2026/04/13 794
2026/04/14 792
2026/04/15 771
2026/04/16 767
2026/04/17 731
2026/04/18 733
2026/04/19 754
2026/04/20 765
2026/04/21 729
2026/04/22 745
2026/04/23 734
2026/04/24 737
2026/04/25 731
2026/04/26 744
2026/04/27 753
2026/04/28 732
2026/04/29 746
2026/04/30 742

Copyright © Adthena. All rights reserved.

April began with 756 advertisers, peaking at 828 on April 10. A decline followed, ending the month at 742.

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
onthebeach.co.uk 4.48%
loveholidays.com 2.32%
easyjet.com 1.36%
virginatlantic.com 0.64%
holidayhypermarket.co.uk 0.22%
icelolly.com -0.5%
thomascook.com -0.76%
lastminute.com -1.25%
jet2holidays.com -1.26%
tui.co.uk -1.55%

Copyright © Adthena. All rights reserved.

In the past month, onthebeach.co.uk surged with a 4.48% click share increase, while tui.co.uk faced a decline of 1.55%.

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 easyjet.com onthebeach.co.uk tui.co.uk jet2holidays.com booking.com lastminute.com teletextholidays.co.uk virginatlantic.com thomascook.com
2026/04/01 28.04% 7.83% 2.98% 7.93% 8.43% 3.48% 4.8% 2.24% 0.84% 2.45%
2026/04/02 26.43% 9.21% 2.33% 8.25% 6.61% 3.07% 5.19% 2.5% 1.08% 2.22%
2026/04/03 26.9% 7.85% 2.58% 9.52% 5.92% 3.18% 4.64% 1.82% 1.07% 3.05%
2026/04/04 26.03% 8.03% 2.34% 9.12% 5.11% 3.39% 4.87% 1.72% 5.56% 2.87%
2026/04/05 25.72% 8.57% 2.21% 9.66% 6.95% 4% 4.89% 1.48% 3.05% 2.27%
2026/04/06 26.4% 8.07% 2.32% 9.74% 6.39% 4.24% 6.19% 1.27% 0.56% 2.17%
2026/04/07 24.43% 6.84% 2.43% 9.71% 8.4% 4.88% 5.48% 2.03% 0.43% 1.38%
2026/04/08 27.33% 5.96% 2.47% 9.62% 6.36% 5.79% 6.68% 2.02% 1.72% 1.45%
2026/04/09 27.68% 4.56% 2.39% 9.21% 6.8% 6.61% 4.6% 1.69% 3.28% 1.61%
2026/04/10 29.04% 4.45% 2.06% 9.13% 6.1% 5.95% 4.39% 2.17% 0.74% 2.54%
2026/04/11 25.85% 6.6% 3.34% 10.15% 6.12% 6.08% 5.56% 1.16% 0.5% 3.22%
2026/04/12 30.66% 7.8% 2.14% 10.47% 6.46% 6.56% 4.78% 1.03% 0.54% 1.69%
2026/04/13 32.29% 8.74% 2.24% 8.87% 5.01% 5.6% 4.03% 1.79% 0.37% 1.48%
2026/04/14 28.02% 9.35% 2.12% 7.25% 4.45% 6.11% 4.27% 2.08% 0.36% 2.38%
2026/04/15 30.43% 10.87% 2.23% 7.55% 5.27% 4.93% 3.85% 1.7% 0.64% 2.06%
2026/04/16 29.75% 8.63% 6.59% 7.82% 4.8% 5.28% 4.17% 1.44% 0.94% 1.27%
2026/04/17 29.01% 8.69% 8.72% 7% 6.6% 5.41% 2.66% 0.7% 4.47% 1.15%
2026/04/18 28.34% 11.03% 7.7% 7.44% 4.11% 6.41% 3.17% 0.98% 3.27% 1.37%
2026/04/19 29.25% 11.51% 8.45% 8.11% 3.09% 5.2% 3.5% 1.09% 4.09% 1.24%
2026/04/20 31.08% 11.59% 8.59% 7.4% 3.2% 4.95% 3.46% 1.56% 1.88% 1.19%
2026/04/21 31.67% 8.21% 8.82% 7.36% 3.34% 5.1% 3.84% 1.59% 2.83% 1.02%
2026/04/22 32.57% 9.86% 8.69% 6.96% 3.75% 4.49% 3.27% 1.45% 2.14% 1.45%
2026/04/23 27.78% 9.1% 9.4% 7% 4.87% 5.1% 2.72% 1.63% 5.49% 0.81%
2026/04/24 28.04% 12.49% 8.24% 6.59% 4.14% 3.98% 2.41% 1.87% 5.41% 0.69%
2026/04/25 27.61% 14.74% 7.08% 6.48% 4.63% 5.15% 2.76% 1.35% 2.66% 1.28%
2026/04/26 29.96% 12.13% 6.64% 6.51% 6.1% 5.17% 2.11% 0.83% 1.8% 1.09%
2026/04/27 27.83% 12.41% 6.73% 7.34% 4.39% 5.52% 2.32% 1.7% 1.83% 1.05%
2026/04/28 27.8% 9.54% 7.61% 8.03% 3.7% 5.04% 2.72% 2.25% 2.38% 1.11%
2026/04/29 26.78% 8.45% 7.64% 7.2% 5.1% 4.33% 2.47% 1.75% 6.07% 0.9%
2026/04/30 30.38% 10.47% 7.99% 6.73% 6.15% 3.94% 2.36% 2.25% 0.84% 0.76%
  • loveholidays.com
  • easyjet.com
  • onthebeach.co.uk
  • tui.co.uk
  • jet2holidays.com
  • booking.com
  • lastminute.com
  • teletextholidays.co.uk
  • virginatlantic.com
  • thomascook.com

Copyright © Adthena. All rights reserved.

Loveholidays.com led April with fluctuating impressions, peaking at 32.57%. Easyjet.com saw a steady rise, ending at 10.47%. Onthebeach.co.uk and tui.co.uk had moderate shares, while jet2holidays.com and booking.com showed varied trends. Virginatlantic.com and thomascook.com had lower shares, with occasional spikes.

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
    Golden Beach | From £525 Per Person https://www.easyjet.com › greece › holidays

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

  3. 3
    Holiday Package Deals | Hotels, Flights and More https://www.expedia.co.uk › packages › book_now

    Find & Compare Options and You Can Save Big! Holiday Package Deals. Intuitive Trip Planning Allows You to Get More Travel with Less Stress.

  4. 4
    loveholidays™ Official Site | Up to £650 Off Holidays https://www.loveholidays.com

    Win Up To A £5,000 Voucher Off Your Holiday – Log In To Reveal Your Easter Treat! Choose Flexible Flight + Hotel Packages. Book Securely with ATOL Protected Holidays.

  5. 5
    On the Beach™ Official Site https://www.onthebeach.co.uk

    On The Beach Holidays — Super-low £19pp deposits on ATOL-Protected Holidays With On the Beach. Get It Sorted! Secure your dream holiday now, risk-free with Price Drop Protection - T&C'S Apply. 2026 Jollies Now on Sale.

Copyright © Adthena. All rights reserved.

Center Parcs invites families to explore woodland adventures, while EasyJet tempts with all-inclusive Greek getaways. Expedia offers stress-free holiday planning, and Loveholidays entices with significant discounts and flexible packages. On the Beach highlights low deposits and price protection for future travels.

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