UK Travel Travel Services - PPC Market Share Analysis January 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Travel Services category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Google AI Overview visibility for Travel Travel Services UK

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

See more data

AIO Frequency

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

Frequency	Percentage
Frequency	18.8434318168
	81.1565681832

18%

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	46
	54

46%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	8%
Transactional	34%
Navigational	2%
Seasonal	8%
Local	2%
Problem Solving	4%

Market Exposure

Share of Clicks for top 10 UK Travel Travel Services brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

See more data

Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
tui.co.uk	14.2
booking.com	12.69
loveholidays.com	8.88
skyscanner.net	8.74
expedia.co.uk	4.84
tripadvisor.co.uk	4.5
britishairways.com	4.03
lastminute.com	3.04
pocruises.com	2.4
kayak.co.uk	2.17
others	34.51

tui.co.uk - 14.2%
booking.com - 12.69%
loveholidays.com - 8.88%
skyscanner.net - 8.74%
expedia.co.uk - 4.84%
tripadvisor.co.uk - 4.5%
britishairways.com - 4.03%
lastminute.com - 3.04%
pocruises.com - 2.4%
kayak.co.uk - 2.17%
others - 34.51%

In the travel PPC landscape, TUI.co.uk leads with 14.2% click share, followed by Booking.com at 12.69%. ‘Others’ collectively hold a significant 34.51%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Travel Travel Services 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.

See more data

Share of Spend - Last Month

Share of Spend - Last Month
Date	loveholidays.com	lastminute.com	booking.com	tui.co.uk	virginatlantic.com	skyscanner.net	expedia.co.uk	staysure.co.uk	stanstedairport.com	thomascook.com
2026/01/01	10.22%	4.69%	5.8%	6.13%	2.39%	1.49%	2.31%	2.5%	1.93%	1.87%
2026/01/02	9.34%	6.68%	5.02%	7.98%	2.54%	1.44%	2.48%	3.24%	1.79%	2.06%
2026/01/03	9.38%	6.11%	5.78%	8.03%	3.62%	0.91%	2.14%	2.64%	1.92%	2.27%
2026/01/04	9.67%	5.74%	5.11%	8.25%	2.67%	0.66%	2.34%	2.99%	2.05%	2.52%
2026/01/05	9.19%	5.59%	5.2%	8.17%	3.54%	0.72%	2.19%	2.86%	2.42%	2.42%
2026/01/06	8.9%	7.44%	5.51%	7.9%	2.7%	0.59%	2.07%	3.07%	1.59%	2.3%
2026/01/07	10.08%	5.19%	6.32%	7.5%	1.08%	1.18%	2.46%	2.6%	2.1%	1.78%
2026/01/08	8.67%	6.38%	4.74%	6.65%	2.74%	7.95%	1.93%	2.52%	1.77%	2.26%
2026/01/09	9.11%	6.49%	4.69%	7.26%	2.94%	6.67%	2.25%	2.93%	1.7%	2.23%
2026/01/10	9.85%	6.07%	4.67%	7.26%	2.65%	6.73%	2.18%	2.7%	2.04%	2.18%
2026/01/11	8.73%	6.29%	5.23%	7.6%	2.62%	7.29%	2.28%	2.4%	1.76%	2.48%
2026/01/12	9.08%	6.2%	4.71%	7.53%	2.67%	7.06%	2.12%	2.34%	1.8%	2.8%
2026/01/13	8.88%	6.86%	4.65%	7.17%	2.72%	7.1%	2.19%	2.57%	1.98%	2.59%
2026/01/14	9.61%	7.45%	5.88%	5.83%	1.63%	5.95%	2.51%	2.38%	2.02%	1.7%
2026/01/15	9.4%	6.2%	5.06%	5.49%	1.15%	7.8%	2.4%	2.19%	2.36%	2.22%
2026/01/16	9.1%	6.46%	4.67%	7.23%	2.95%	6.65%	2.25%	2.92%	1.7%	2.23%
2026/01/17	8.72%	6.69%	4.64%	6.31%	1.13%	7.88%	2.43%	2.59%	2.19%	2.4%
2026/01/18	9.66%	5.76%	5.48%	5.85%	1.33%	8.45%	2.99%	2.31%	1.85%	2.41%
2026/01/19	9.85%	5.47%	5.01%	6.01%	1.52%	7.75%	2.64%	2.57%	2.04%	2.29%
2026/01/20	10.72%	5.44%	5.21%	6.94%	0.95%	4.79%	2.86%	2.62%	2.24%	3.05%
2026/01/21	10.23%	6.67%	3.85%	6.76%	1.19%	4.21%	2.77%	2.46%	1.85%	3.4%
2026/01/22	10.44%	5.46%	5.13%	7.47%	0.88%	3.64%	2.49%	2.15%	2.21%	3.08%
2026/01/23	10.74%	5.17%	3.9%	7.36%	0.88%	4.62%	2.55%	2.14%	2.7%	3.25%
2026/01/24	10.53%	6.52%	4.45%	8.39%	1.26%	4.53%	2.45%	2.12%	2.13%	2.54%
2026/01/25	10.35%	6.47%	4.92%	7.67%	0.73%	5.97%	2.56%	2.08%	2.65%	2.57%
2026/01/26	9.87%	5.61%	5.18%	8.44%	0.94%	3.81%	2.71%	2.23%	2.59%	3.32%
2026/01/27	9.62%	5.29%	4.79%	8.02%	1.9%	3.47%	2.77%	2.71%	1.95%	2.71%
2026/01/28	10.08%	6.01%	4.57%	7.06%	1.93%	4.26%	2.65%	2.62%	2.1%	2.65%
2026/01/29	10.79%	5.44%	5.48%	7.86%	1.93%	3.64%	3.14%	2.97%	2.06%	2.95%
2026/01/30	10.5%	5.04%	5.33%	5.93%	3.75%	2.42%	3.28%	2.67%	2.54%	2.49%
2026/01/31	11.33%	6.1%	5.15%	5.03%	3.7%	3.66%	3.32%	2.68%	2.5%	2.48%

loveholidays.com
lastminute.com
booking.com
tui.co.uk
virginatlantic.com
skyscanner.net
expedia.co.uk
staysure.co.uk
stanstedairport.com
thomascook.com

Loveholidays.com led January with a steady rise, peaking at 11.33%. Lastminute.com fluctuated, ending at 6.1%. Booking.com saw a dip, closing at 5.15%. Tui.co.uk’s early surge waned, finishing at 5.03%. Virginatlantic.com rebounded late, reaching 3.7%. Skyscanner.net’s mid-month peak fell to 3.66%. Expedia.co.uk climbed steadily, ending at 3.32%. Staysure.co.uk remained stable, closing at 2.68%. Stanstedairport.com showed consistent growth, finishing at 2.5%. Thomascook.com experienced ups and downs, ending at 2.48%.

Market Exposure

Competitor Count for UK Travel Travel Services

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.

See more data

Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2026/01/01	755
2026/01/02	730
2026/01/03	733
2026/01/04	730
2026/01/05	747
2026/01/06	731
2026/01/07	749
2026/01/08	719
2026/01/09	706
2026/01/10	719
2026/01/11	705
2026/01/12	700
2026/01/13	720
2026/01/14	709
2026/01/15	722
2026/01/16	706
2026/01/17	727
2026/01/18	699
2026/01/19	703
2026/01/20	711
2026/01/21	709
2026/01/22	665
2026/01/23	683
2026/01/24	655
2026/01/25	654
2026/01/26	752
2026/01/27	718
2026/01/28	702
2026/01/29	701
2026/01/30	694
2026/01/31	665

January began with 755 advertisers, fluctuating throughout the month, peaking at 752 on the 26th. The month concluded with a decline, ending at 665 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK Travel Travel Services

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

See more data

Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
loveholidays.com	1.23%
expedia.co.uk	0.79%
booking.com	0.58%
thomascook.com	0.48%
britishairways.com	0.34%
travelbag.co.uk	-0.25%
firstchoice.co.uk	-0.27%
pocruises.com	-0.34%
tui.co.uk	-1.35%
skyscanner.net	-1.98%

Loveholidays.com soared with a 1.23% click share increase, while skyscanner.net faced a decline of 1.98%.

Campaign Efficiency

UK Travel Travel Services Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

See more data

Date	booking.com	virginatlantic.com	loveholidays.com	tui.co.uk	expedia.co.uk	premierinn.com	thomascook.com	skyscanner.net	lastminute.com	britishairways.com
2026/01/01	10.41%	3.57%	5.73%	7.5%	3.16%	2.93%	3.18%	2.06%	2.92%	2.06%
2026/01/02	8.94%	4.14%	5.41%	10.26%	3.37%	2.81%	3.59%	1.99%	4.21%	2.26%
2026/01/03	9.4%	5.74%	5.27%	9.72%	2.73%	3.58%	3.8%	1.34%	3.98%	2.33%
2026/01/04	9.18%	4.16%	5.72%	9.66%	3%	3.17%	4.01%	0.89%	3.7%	2.53%
2026/01/05	9.29%	5.71%	5.42%	9.73%	2.84%	3.47%	3.61%	0.94%	4.25%	3.08%
2026/01/06	9.42%	4.21%	4.99%	9.83%	2.86%	2.32%	3.76%	0.93%	5.9%	3.36%
2026/01/07	10.94%	1.45%	5.59%	9.39%	3.31%	3.97%	3.36%	1.61%	3.4%	3.25%
2026/01/08	8.9%	4.57%	4.73%	8.74%	2.49%	3.03%	4.01%	8.29%	4.16%	2.55%
2026/01/09	8.2%	4.74%	5.47%	9.41%	3.02%	1.37%	3.98%	7.51%	4.58%	2.65%
2026/01/10	8.89%	4.4%	5.66%	9.33%	2.86%	2.12%	3.28%	6.87%	4.35%	2.63%
2026/01/11	9.31%	3.96%	4.96%	9.42%	2.92%	2.64%	4.3%	7.75%	4.43%	2.26%
2026/01/12	9.08%	4.31%	5.68%	9.27%	2.68%	1.73%	4.66%	7.36%	4%	3.31%
2026/01/13	8.8%	4.15%	5.16%	8.86%	2.85%	2.45%	4.51%	7.54%	4.88%	2.83%
2026/01/14	10.73%	2.24%	5.32%	7.23%	3.32%	2.33%	2.92%	6.41%	5.21%	3.2%
2026/01/15	9.22%	1.48%	5.22%	6.46%	3.01%	3.89%	3.69%	8.33%	3.84%	3.24%
2026/01/16	8.2%	4.74%	5.47%	9.41%	3.02%	1.37%	3.98%	7.51%	4.58%	2.65%
2026/01/17	8.56%	1.33%	5.28%	7.31%	2.94%	3.98%	4.18%	7.47%	4.79%	3.63%
2026/01/18	9.61%	1.56%	6.03%	6.96%	3.97%	2.87%	3.78%	8.47%	3.55%	2.91%
2026/01/19	10.24%	1.96%	6.02%	6.56%	3.37%	3.54%	3.78%	7.98%	4.48%	3.5%
2026/01/20	9.33%	0.86%	6.7%	8.16%	3.83%	2.97%	4.97%	4.97%	4.89%	3.63%
2026/01/21	7.73%	1.44%	6.5%	7.72%	3.57%	3.14%	5.42%	4.45%	4.01%	3.01%
2026/01/22	9.39%	0.82%	6.26%	9.05%	3.09%	3.07%	5.09%	4.16%	2.95%	2.77%
2026/01/23	8.13%	0.87%	6.21%	8.68%	3.22%	3.86%	5.56%	4.09%	2.87%	2.91%
2026/01/24	8.27%	1.96%	6.39%	9.17%	2.96%	2.48%	4.13%	5.32%	3.92%	2.51%
2026/01/25	9.51%	1.11%	6.24%	8.78%	3.19%	3.21%	4.54%	5.57%	3.81%	3.08%
2026/01/26	9.45%	1.65%	5.66%	10.13%	3.53%	4.01%	5.52%	3.86%	2.69%	2.81%
2026/01/27	9.39%	3.88%	5.29%	9.21%	3.64%	3.84%	4.35%	3.52%	2.54%	2.74%
2026/01/28	8.45%	3.95%	5.52%	8.32%	3.31%	3.33%	4.29%	4.19%	2.98%	3.17%
2026/01/29	9.85%	3.3%	6.26%	9.76%	4.68%	1.36%	5.3%	3.72%	2.47%	2.9%
2026/01/30	10.71%	6.39%	5.79%	6.66%	4.14%	3.31%	3.91%	3.01%	2.43%	2.93%
2026/01/31	10.97%	6.65%	6.25%	5.98%	4.25%	3.9%	3.81%	3.62%	3.53%	2.67%

booking.com
virginatlantic.com
loveholidays.com
tui.co.uk
expedia.co.uk
premierinn.com
thomascook.com
skyscanner.net
lastminute.com
britishairways.com

In January 2026, booking.com led with fluctuating impressions, peaking at 10.97%. Virgin Atlantic saw a dip, ending at 6.65%. Loveholidays.com maintained steady growth, closing at 6.25%. TUI.co.uk’s share decreased, finishing at 5.98%. Expedia.co.uk rose to 4.25%. Premierinn.com and Thomas Cook showed varied trends, ending at 3.90% and 3.81%, respectively. Skyscanner.net’s share dropped to 3.62%. Lastminute.com and British Airways had minor fluctuations, closing at 3.53% and 2.67%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Travel Travel Services

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

See more data

Google Text Ad Copy Insights & Creative Trends for UK Travel Travel Services - Last month

1
Booking.com https://www.booking.com
Booking.com - Official Site — Choose From a Wide Range of Properties Which Booking.com Offers. Search Now! Find What You...
2
First Choice Holidays 2026 / 2027 https://www.firstchoice.co.uk
Our Biggest Ever Sale. Save Up To £500 Per Booking On Selected Package Holidays.*
3
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.
4
Skyscanner - Flights https://www.skyscanner.net › cheap › flights
Find Cheap Flights In Seconds — Search flights, hotels and car hire in one place, and find the best time to book. Compare prices from...
5
All Inclusive Holidays | Our Biggest Ever TUI Sale https://www.tui.co.uk › egypt › tui_magic_life
Four And Five-Star Beachside Clubs In The Best Destinations, Where Everything's Included. Biggest Ever TUI Sale. Say Yes To Up To £500 Off with a myTUI account Using Code SALE*.

In the competitive travel industry, Booking.com entices with a vast property range, while First Choice and TUI captivate with significant savings on package holidays. Loveholidays offers flexible, ATOL-protected deals, and Skyscanner simplifies travel planning by comparing flights, hotels, and car hire.

Frequently Asked Questions

Why is the UK Travel Travel Services January 2026 Report useful and how should I use it?

Why is the UK Travel Travel Services January 2026 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the UK Travel Travel Services January 2026 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the UK Travel Travel Services January 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the UK Travel Travel Services January 2026 Report?

The UK Travel Travel Services January 2026 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The UK Travel Travel Services January 2026 Report aggregates data from across both device types and Google Shopping.
Who is this UK Travel Travel Services January 2026 Report for?

The UK Travel Travel Services January 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Can I get a custom report for my brand?

Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

Customer Success Stories

Avanti West Coast case study: Boosts revenue and cuts costs with winning PPC strategy

Avanti West Coast needed a more efficient PPC strategy to maximize their paid search investment. Leveraging Adthena’s Lone Ranger and Head-to-Head Competitor reports, they identified opportunities to cut costs on brand terms and reinvest savings into generic search campaigns. Read case study

Monitoring brand terms and managing collaborator agreements for Nordic Choice

Nordic Choice Hotels is one of the largest hotel groups in the Nordic region. With a vast network of collaborators, and operating in a highly competitive industry, Nordic Choice required a competitive intelligence solution to improve digital performance and help solve complex challenges in search.Read case study

Increased revenue and reduced advertising costs for Eurostar

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

Get the full picture

See this data specific to your brand performance

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.

Related reports

Travel

US Travel Services

AUS

Travel

UK Travel Travel Services - PPC Market Share Analysis January 2026

Travel Services – UK

Google AI Overview visibility for Travel Travel Services UK

AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 UK Travel Travel Services brands

Share of Spend for the top 10 UK Travel Travel Services brands

Competitor Count for UK Travel Travel Services

Market Loss & Market Gains for UK Travel Travel Services

UK Travel Travel Services Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Travel Travel Services

Frequently Asked Questions

Why is the UK Travel Travel Services January 2026 Report useful and how should I use it?

Why is the UK Travel Travel Services January 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Travel Travel Services January 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Travel Travel Services January 2026 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

Related reports

US Travel Services

AUS Travel Services