UK Travel Holiday Type - PPC Market Share Analysis February 2025

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.

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
Domain	Share of clicks
loveholidays.com	22.91
tui.co.uk	9.88
onthebeach.co.uk	7.83
jet2holidays.com	7.26
pocruises.com	5.74
lastminute.com	4.03
easyjet.com	3.41
britishairways.com	2.31
booking.com	1.98
holidayhypermarket.co.uk	1.76
others	32.89

In the travel PPC landscape, loveholidays.com leads with 22.91% click share, while ‘others’ dominate at 32.89%, highlighting diverse competition.

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
Date	loveholidays.com	jet2holidays.com	tui.co.uk	onthebeach.co.uk	lastminute.com	easyjet.com	pocruises.com	holidayhypermarket.co.uk	booking.com	travelsupermarket.com
2025/02/01	15.74%	8.17%	8.51%	7.27%	5.86%	6.42%	2.75%	2.71%	2.17%	2.48%
2025/02/02	15.18%	8.21%	8.93%	6.52%	5.99%	6.96%	2.85%	2.83%	2.1%	2.55%
2025/02/03	15.03%	8.23%	9.1%	5.84%	5.49%	6.9%	2.96%	2.68%	2.24%	2.47%
2025/02/04	17.18%	7.02%	9.04%	6.49%	6.15%	6.92%	3.05%	2.73%	2.4%	2.36%
2025/02/05	17.19%	7.09%	8.65%	6.6%	5.95%	4.55%	3.33%	2.63%	2.53%	2.56%
2025/02/06	16.63%	6.51%	9.43%	6.48%	5.53%	6.04%	3.71%	2.92%	2.52%	2.29%
2025/02/07	17.69%	7.62%	8.86%	5.94%	5.32%	5.39%	3.57%	2.81%	2.23%	2.15%
2025/02/08	15.87%	9.27%	10.6%	6.51%	6.37%	5.49%	3.07%	2.17%	1.88%	1.67%
2025/02/09	16.56%	10.39%	10.71%	6.23%	7.01%	5.68%	2.8%	2.39%	1.63%	1.84%
2025/02/10	17.83%	9%	9.96%	5.55%	6.48%	6.09%	2.62%	2.61%	2.05%	1.63%
2025/02/11	17.07%	9.95%	9.2%	5.2%	6.07%	6.06%	2.82%	2.86%	2.41%	1.49%
2025/02/12	17.37%	10.59%	8.68%	5.8%	5.92%	5.97%	2.64%	2.92%	2.13%	1.52%
2025/02/13	17.2%	11.46%	9.02%	5.84%	5.68%	5.47%	2.97%	2.67%	2.05%	1.41%
2025/02/14	17.46%	11.58%	8.41%	5.18%	5.78%	4.77%	3.21%	2.58%	2.66%	1.52%
2025/02/15	17.19%	11.25%	9.57%	5.28%	5.19%	5.46%	3.18%	2.67%	2.11%	1.52%
2025/02/16	17.47%	12.49%	8.91%	5.79%	5.67%	4.95%	3.27%	3.54%	2.46%	1.61%
2025/02/17	17.6%	12%	8.33%	6.48%	5.49%	5.23%	3.38%	2.78%	2.51%	1.41%
2025/02/18	16.96%	11.58%	7.58%	6.62%	6.33%	6%	3.24%	1.23%	2.43%	1.7%
2025/02/19	17.45%	11.55%	6.24%	6.65%	5.36%	4.5%	3.93%	1.19%	2.62%	2.09%
2025/02/20	17.29%	10.16%	6.19%	6.43%	5.14%	5.36%	4.28%	1.33%	2.76%	2.36%
2025/02/21	18.23%	12.97%	6.16%	6.74%	5.99%	4.67%	3.78%	1.28%	2.15%	1.95%
2025/02/22	17.96%	11.73%	5.93%	7.03%	6.78%	5.36%	3.99%	1.31%	2.57%	1.67%
2025/02/23	16.8%	12.89%	8.22%	7.39%	5.74%	4.65%	4.02%	0.85%	2.02%	1.88%
2025/02/24	17.65%	12.65%	6.54%	6.56%	5.26%	4.25%	4.46%	1.02%	2.84%	1.7%
2025/02/25	19.34%	12.05%	6.69%	6.26%	4.81%	4.75%	4.9%	1.15%	2.91%	1.14%
2025/02/26	18.89%	14.12%	7.66%	6.45%	4.48%	3.67%	4.51%	1.99%	2.32%	1.29%
2025/02/27	19.19%	12.78%	8.68%	5.99%	4.63%	3.25%	4.9%	1.55%	2.06%	1.25%
2025/02/28	18.34%	13.58%	9.24%	7.39%	4.69%	4.15%	3.8%	1.82%	1.66%	1.15%

Loveholidays.com led February with a steady rise, peaking at 19.34% on the 25th. Jet2holidays.com surged mid-month, reaching 14.12% on the 26th. Tui.co.uk fluctuated, ending at 9.24%.

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
Date	Competitor Count
2025/02/01	1534
2025/02/02	1591
2025/02/03	1624
2025/02/04	1692
2025/02/05	1669
2025/02/06	1655
2025/02/07	1570
2025/02/08	1514
2025/02/09	1460
2025/02/10	1451
2025/02/11	1501
2025/02/12	1443
2025/02/13	1416
2025/02/14	1502
2025/02/15	1377
2025/02/16	1413
2025/02/17	1423
2025/02/18	1388
2025/02/19	1399
2025/02/20	1461
2025/02/21	1402
2025/02/22	1410
2025/02/23	1388
2025/02/24	1426
2025/02/25	1440
2025/02/26	1415
2025/02/27	1406
2025/02/28	1350

February began with 1,534 advertisers, peaking at 1,692 on the 4th. A decline followed, ending the month at 1,350.

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
Name	Market Trend
jet2holidays.com	2.3%
onthebeach.co.uk	0.97%
pocruises.com	0.94%
loveholidays.com	0.47%
sunshine.co.uk	0.4%
lastminute.com	-0.38%
virginatlantic.com	-0.47%
tui.co.uk	-0.71%
holidayhypermarket.co.uk	-0.79%
easyjet.com	-0.94%

Jet2holidays.com soared with a 2.3% click share rise, while easyjet.com plummeted by 0.94%.

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	pocruises.com	easyjet.com	booking.com	holidayhypermarket.co.uk	lastminute.com	travelsupermarket.com
2025/02/01	13.49%	6.94%	6.39%	5.6%	2.95%	5.1%	3.37%	3.06%	3.21%	4.2%
2025/02/02	13.34%	6.94%	5.58%	5.88%	3.09%	5.74%	3.29%	3.26%	3.28%	4.34%
2025/02/03	13.25%	7.16%	5.22%	6.01%	3.11%	5.55%	3.46%	2.99%	2.85%	4.11%
2025/02/04	15.2%	5.83%	5.52%	6.02%	3.16%	5.32%	3.73%	3.07%	3.33%	4.09%
2025/02/05	14.39%	5.87%	5.6%	5.76%	3.64%	3.4%	3.87%	2.94%	3.25%	4.32%
2025/02/06	14.66%	5.26%	5.51%	6.19%	4.07%	4.47%	4.13%	3.21%	3.13%	3.74%
2025/02/07	15.2%	6.44%	5.38%	5.63%	3.96%	3.93%	3.5%	3.09%	3.18%	3.55%
2025/02/08	13.79%	8.03%	6.52%	7.09%	3.2%	4.03%	2.89%	2.47%	3.66%	2.89%
2025/02/09	14.51%	8.96%	5.65%	7.53%	3.14%	4.29%	2.66%	2.9%	4.11%	3.15%
2025/02/10	15.07%	7.83%	5.03%	6.62%	2.91%	4.64%	3.16%	2.97%	3.93%	3%
2025/02/11	14.06%	8.25%	4.6%	5.95%	3.11%	4.69%	3.79%	3.3%	3.72%	2.8%
2025/02/12	14.81%	9.24%	5.24%	5.83%	3.03%	4.65%	3.32%	3.33%	3.61%	2.67%
2025/02/13	14.56%	9.83%	5.11%	6.25%	3.25%	4.35%	3.23%	2.95%	3.35%	2.45%
2025/02/14	14.75%	9.97%	4.54%	5.93%	3.66%	3.71%	4.09%	2.79%	3.2%	2.57%
2025/02/15	14.53%	9.62%	4.73%	6.45%	3.6%	4.18%	3.35%	2.98%	3.33%	2.71%
2025/02/16	14.61%	10.88%	5.16%	6.23%	3.94%	3.79%	3.91%	3.99%	3.31%	2.84%
2025/02/17	14.73%	10.35%	5.86%	5.84%	3.75%	4.15%	3.93%	3.12%	3.49%	2.51%
2025/02/18	14.43%	10.02%	5.88%	4.85%	3.61%	4.55%	3.95%	1.97%	3.85%	3.02%
2025/02/19	14.62%	9.89%	5.94%	4.2%	4.26%	3.21%	4.05%	1.77%	3.27%	3.57%
2025/02/20	14.28%	8.69%	5.56%	4.25%	4.65%	3.87%	4.15%	1.97%	3.29%	3.99%
2025/02/21	15.3%	11.03%	5.96%	4.37%	4.35%	3.49%	3.37%	2.03%	3.64%	3.3%
2025/02/22	15.12%	10.24%	6.29%	4.12%	4.65%	4%	4%	2.13%	4%	2.92%
2025/02/23	14.11%	11.17%	6.7%	5.55%	4.6%	3.42%	3.17%	1.39%	3.89%	3.4%
2025/02/24	15%	10.89%	5.99%	4.32%	5.16%	3.07%	4.26%	1.62%	3.12%	2.87%
2025/02/25	16.38%	10.33%	5.56%	4.38%	5.94%	3.54%	4.53%	1.8%	2.66%	1.99%
2025/02/26	16.69%	12.49%	6.18%	4.87%	5.6%	2.71%	3.52%	2.63%	2.48%	2.18%
2025/02/27	16.7%	11.74%	5.56%	5.8%	5.92%	2.39%	3.29%	2.1%	2.48%	2.22%
2025/02/28	16.25%	12.78%	6.9%	6.36%	4.87%	3.17%	2.71%	2.42%	2.36%	2.01%

In February 2025, loveholidays.com led with a steady rise, peaking at 16.70%. Jet2holidays.com surged to 12.78%, while onthebeach.co.uk and tui.co.uk showed moderate growth. The month ended with loveholidays.com maintaining dominance.

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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1
Stay In A Luxury Forest Lodge https://www.centerparcs.co.uk
£40 Off A Center Parcs ™ Break — Book 3 Months Ahead For £40 off + 3 Extra Perks. Offer Ends 11th March 2025. *T&Cs Apply.
2
Huge Winter Sale Event Now On - Book All Inclusive Holidays https://www.holidayhypermarket.co.uk › all-inclusive › cheap-deals
Part Of Europe's Largest Tour Operator With UK Based Travel Experts. Book With Confidence!
3
loveholidays™ Official Site | Teeny Tiny Deposits https://www.loveholidays.com
Why Pay More For Your Holiday? Unbeatable Prices with Our Price Match Guarantee! Package Holidays At Your Fingertips With Deposits from £25pp.
4
P&O Cruises - City Breaks https://www.pocruises.com › city-breaks
Never cruised before? You’re in for a treat. It’s got everything you love in a holiday. From full board dining and theatre shows to swimming pools and...
5
TUI Holidays https://www.tui.co.uk › tui › holidays
All Year-Round Holidays — Save Up To £400 Per Booking On Package Holidays Between May - Oct 2025 Using Code SALE* Free Kids' Places Available On Selected Holidays Subject To Availability. T&Cs...

In the competitive world of travel PPC, Center Parcs entices with luxury forest lodges and early booking perks. Holiday Hypermarket highlights confidence with Europe’s largest tour operator. Loveholidays offers unbeatable prices and low deposits. P&O Cruises promises a comprehensive holiday experience, while TUI tempts with significant savings and family-friendly offers.

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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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UK Travel Holiday Type - PPC Market Share Analysis February 2025

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 are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this 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