UK Travel Travel Services - PPC Market Share Analysis May 2025

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.

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.

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Share of Clicks - Last month
Domain	Share of clicks
loveholidays.com	16.64
booking.com	16.39
tui.co.uk	12.76
expedia.co.uk	5.78
kayak.co.uk	2.6
lastminute.com	2.5
easyjet.com	2.35
britishairways.com	2.05
travelsupermarket.com	1.94
holidayhypermarket.co.uk	1.73
others	35.26

In the travel PPC landscape, ‘others’ dominate with 35.26% click share. Loveholidays.com and Booking.com follow closely, capturing 16.64% and 16.39% respectively.

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.

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Share of Spend - Last Month
Date	tui.co.uk	loveholidays.com	jet2holidays.com	booking.com	staysure.co.uk	lastminute.com	expedia.co.uk	allcleartravel.co.uk	holidayhypermarket.co.uk	thomascook.com
2025/05/01	14.2%	13.58%	1.45%	4.42%	4.55%	4.04%	2.97%	2.45%	1.16%	1.33%
2025/05/02	16.29%	15.98%	1.51%	4.44%	3%	3.39%	3.04%	1.72%	1.53%	1.57%
2025/05/03	23.92%	13.98%	1.52%	4.36%	3.22%	3.49%	2.53%	1.74%	1.34%	2.07%
2025/05/04	23.02%	15.08%	0.97%	4.23%	2.32%	2.97%	2.97%	1.15%	1.42%	2.07%
2025/05/05	20.5%	15.94%	0.75%	4.33%	2.59%	2.83%	2.91%	2.14%	1.74%	2.24%
2025/05/06	18.99%	17.94%	2.64%	5.21%	2.26%	2.12%	2.85%	1.92%	1.6%	2.26%
2025/05/07	10.82%	18.66%	2.48%	6.26%	2.89%	1.75%	3.1%	1.94%	1.78%	2.52%
2025/05/08	23.54%	16.18%	2.3%	4.34%	2.56%	1.85%	2.43%	1.65%	1.45%	1.91%
2025/05/09	15.22%	17.88%	2.89%	4.34%	2.94%	2.23%	2.45%	1.73%	1.29%	2.42%
2025/05/10	18.01%	16.07%	4.55%	5.57%	2.56%	2.44%	2.66%	2.1%	1.39%	1.79%
2025/05/11	10.46%	20.19%	1.73%	6.74%	2.65%	2.95%	2.49%	1.36%	1.73%	1.7%
2025/05/12	23.86%	16.85%	4.31%	5.33%	2.7%	1.52%	2.43%	1.82%	1.26%	1.57%
2025/05/13	12.76%	17.1%	3.82%	5.65%	3.13%	2.05%	2.92%	2.72%	1.78%	2.53%
2025/05/14	4.88%	19.15%	4.93%	5.19%	3.44%	2.69%	2.82%	2.44%	1.53%	2.35%
2025/05/15	9.85%	18.55%	2.44%	6.02%	2.98%	3.68%	3.1%	2.02%	1.64%	1.5%
2025/05/16	14.86%	14.64%	4.13%	5.36%	3.62%	3.41%	3.16%	1.82%	1.29%	0.94%
2025/05/17	9.45%	17.07%	6.19%	5.99%	4.06%	3.5%	2.98%	1.65%	1.3%	0.83%
2025/05/18	21.54%	14.79%	6.55%	5.28%	2.91%	3.06%	2.72%	1.37%	1.42%	0.18%
2025/05/19	11.97%	16.09%	4.34%	6.76%	3.04%	2.54%	3.03%	1.64%	1.19%	1.17%
2025/05/20	14.8%	14.87%	8.96%	4.75%	3%	3.22%	3.14%	1.89%	1.5%	0.49%
2025/05/21	11.2%	17.19%	2.29%	5.23%	3.94%	3.91%	3.19%	2.75%	2.05%	1.5%
2025/05/22	5.29%	20.55%	2.24%	5.18%	2.7%	4.16%	3.49%	2.36%	1.37%	0.47%
2025/05/23	16.21%	15.27%	11.3%	3.61%	2.45%	4.41%	2.74%	2.36%	1.33%	1.1%
2025/05/24	9.28%	13.53%	7.32%	5.69%	2.41%	14.58%	2.84%	1.77%	1.21%	0.33%
2025/05/25	11.78%	16.3%	9.98%	5.59%	2.55%	10.22%	2.55%	1.27%	1.44%	1.24%
2025/05/26	28.79%	15.68%	2.11%	5.4%	2.46%	2.59%	2.78%	1.18%	1.3%	0.52%
2025/05/27	23.89%	17.6%	2.79%	4.79%	2.13%	4%	2.76%	1.39%	1.76%	0.93%
2025/05/28	17.99%	17.6%	1.91%	4.61%	2.57%	4.62%	3.19%	2%	1.3%	1.32%
2025/05/29	29.84%	14.38%	2.14%	5.1%	2.17%	3.74%	2.69%	1.61%	1.22%	1.01%
2025/05/30	13.66%	18.95%	7.34%	6.5%	3.46%	3.59%	2.89%	1.57%	1.71%	0.15%
2025/05/31	23.79%	15.43%	6.41%	5.81%	3.79%	3.26%	2.46%	1.19%	0.93%	0.73%

TUI.co.uk’s PPC spend share fluctuated, peaking at 29.84% on May 29. Loveholidays.com maintained steady performance, while Jet2holidays.com saw a notable rise on May 23. Booking.com and Staysure.co.uk showed consistent trends.

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.

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Competitor Count - Last month
Date	Competitor Count
2025/05/01	765
2025/05/02	808
2025/05/03	813
2025/05/04	794
2025/05/05	831
2025/05/06	814
2025/05/07	884
2025/05/08	883
2025/05/09	873
2025/05/10	884
2025/05/11	842
2025/05/12	869
2025/05/13	902
2025/05/14	873
2025/05/15	887
2025/05/16	870
2025/05/17	845
2025/05/18	813
2025/05/19	803
2025/05/20	824
2025/05/21	800
2025/05/22	779
2025/05/23	763
2025/05/24	747
2025/05/25	707
2025/05/26	746
2025/05/27	759
2025/05/28	744
2025/05/29	747
2025/05/30	750
2025/05/31	729

In May 2025, distinct advertisers peaked at 902 on the 13th, then gradually declined, ending at 729. The month began with 765, showing a dynamic fluctuation.

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.

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Market Loss & Market Gains - Last month
Name	Market Trend
booking.com	2.4%
tripadvisor.co.uk	0.93%
lastminute.com	0.87%
jet2holidays.com	0.74%
expedia.co.uk	0.63%
loveholidays.com	-0.55%
pocruises.com	-0.85%
thomascook.com	-0.9%
easyjet.com	-0.98%
tui.co.uk	-1.11%

Booking.com surged with a 2.40% click share increase, while tui.co.uk dropped by 1.11%.

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.

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Date	booking.com	tui.co.uk	loveholidays.com	jet2holidays.com	kayak.co.uk	expedia.co.uk	lastminute.com	travelsupermarket.com	holidayhypermarket.co.uk	thomascook.com
2025/05/01	8.79%	8.36%	12.42%	1.43%	1.46%	4.5%	2.38%	1.93%	1.76%	2.53%
2025/05/02	8.64%	7.81%	11.32%	1.52%	2.01%	4.2%	2.21%	1.99%	2.3%	3.06%
2025/05/03	9.5%	9.1%	10.75%	1.42%	1.73%	4.01%	2.17%	1.89%	2.22%	3.72%
2025/05/04	8.9%	11.11%	10.85%	0.93%	1.97%	4.71%	2.03%	1.72%	2.14%	3.42%
2025/05/05	8.62%	11.74%	11.31%	0.75%	1.49%	4.33%	1.93%	1.85%	2.59%	3.64%
2025/05/06	10.22%	11.92%	12.58%	2.6%	2.05%	4.36%	1.47%	1.47%	2.55%	3.92%
2025/05/07	11.07%	8.54%	12.58%	2.14%	1.38%	4.09%	1.15%	1.86%	2.74%	4.23%
2025/05/08	8.89%	11.44%	12.43%	2.8%	1.3%	3.79%	1.27%	1.93%	2.5%	3.56%
2025/05/09	8.53%	8.43%	12.09%	3.85%	2.15%	3.69%	1.43%	1.74%	1.94%	4.03%
2025/05/10	11.56%	8.6%	11.46%	2.91%	1.94%	4.09%	1.7%	1.96%	2.31%	3.18%
2025/05/11	12.21%	8.97%	12.17%	1.48%	1.39%	3.68%	1.76%	2.15%	2.5%	2.76%
2025/05/12	10.26%	10.98%	13.33%	4.41%	1.44%	4.04%	1.08%	1.52%	2.2%	2.65%
2025/05/13	10.42%	6.38%	11.17%	2.66%	2.35%	4.32%	1.49%	2.02%	2.69%	4.45%
2025/05/14	8.85%	7.96%	11.27%	4.3%	1.71%	3.89%	1.81%	2.23%	2.07%	3.42%
2025/05/15	10.18%	6.12%	12.83%	2.71%	2.87%	4.35%	3.53%	2.05%	2.18%	2.32%
2025/05/16	10.23%	7.54%	9.83%	2.98%	3.13%	4.94%	2.45%	1.99%	1.97%	1.47%
2025/05/17	11.53%	4.07%	11.86%	5.76%	3.03%	4.38%	4.38%	2.11%	1.78%	1.21%
2025/05/18	11.67%	9.69%	11.91%	6.51%	3.41%	4.31%	3.04%	1.47%	2.39%	0.56%
2025/05/19	12.6%	8.96%	9.97%	2.8%	3.3%	4.26%	2%	1.76%	1.62%	2.03%
2025/05/20	9.49%	6.79%	11.28%	5.6%	2.17%	4.85%	2.76%	2.42%	2.32%	0.9%
2025/05/21	10.63%	7.79%	10.93%	2.15%	1.87%	4.59%	2.93%	2.32%	3.4%	2.58%
2025/05/22	10.4%	7.09%	12.08%	1.88%	2.77%	4.91%	3.27%	2.21%	1.76%	0.81%
2025/05/23	8.21%	7.9%	11.65%	9.34%	2.77%	4.09%	4.39%	1.97%	2.06%	2.04%
2025/05/24	11.91%	5.33%	9.63%	6.5%	2.47%	4.43%	5.99%	2.07%	1.88%	0.45%
2025/05/25	11.63%	9.98%	14.95%	9.35%	2.09%	3.6%	4.27%	1.98%	1.97%	2.06%
2025/05/26	13%	11.05%	11.33%	2.18%	2.21%	4.69%	2.29%	2.31%	2.18%	0.89%
2025/05/27	11.7%	9.98%	12.46%	3.67%	3.13%	4.39%	3.21%	2.39%	2.98%	1.53%
2025/05/28	10.21%	8.2%	11.34%	1.77%	3.5%	4.93%	4.07%	1.77%	1.84%	2.38%
2025/05/29	11.53%	14.81%	9.93%	2.26%	3.15%	4.53%	3.46%	2.09%	2.13%	1.8%
2025/05/30	12.84%	10.43%	14.69%	6.66%	2.56%	4.1%	2.3%	2.05%	2.61%	0.25%
2025/05/31	12.32%	11.8%	11.2%	7.71%	3.85%	3.82%	2.51%	1.82%	1.38%	1.28%

In May 2025, booking.com and loveholidays.com dominated PPC impressions. Booking.com peaked mid-month, while loveholidays.com surged at month’s end. Tui.co.uk fluctuated, ending strong. Jet2holidays.com and kayak.co.uk showed steady growth.

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.

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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 Need At Booking.com, The Biggest Travel Site In...
2
Expedia.co.uk - Official Site https://www.expedia.co.uk › official_site › book_now
Book Now — Great Deals for Flights, Hotels & More. View Verified Customer Reviews on Expedia.co.uk. Get the Most Out of Your Holiday with Packages. Explore Fun Things to Do On Your Stay.
3
First Choice Holidays 2025 / 2026 https://www.firstchoice.co.uk
Pick From 1000s of Holidays Under £300. Book Now, Pay Later With Deposits From Just £30pp*
4
Lastminute.com™ https://www.lastminute.com
Flights, Hotels & Packages — Looking for a last minute break? Book with the Last Minute experts. 25+ years experience! Book now...
5
loveholidays™ Official Site https://www.loveholidays.com
Cheap Holidays You'll Love — Package Holidays At Your Fingertips With Deposits from £25pp. ATOL Protected. Book Now! Low Deposits from £25pp & Monthly Payments on...

In the competitive world of travel PPC, Booking.com leads with its vast property range, enticing users to explore the biggest travel site. Expedia.co.uk emphasizes verified reviews and holiday packages, promising a fulfilling experience. First Choice Holidays offers budget-friendly options with flexible payment plans. Lastminute.com capitalizes on spontaneity with its expertise in last-minute deals. Loveholidays.com attracts with affordable packages and low deposits, ensuring peace of mind with ATOL protection.

Frequently Asked Questions

Why is the UK Travel Travel Services May 2025 Report useful and how should I use it?

Why is the UK Travel Travel Services May 2025 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 May 2025 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 May 2025 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 May 2025 Report?

The UK Travel Travel Services May 2025 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.

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Does this include mobile, desktop and Google Shopping data?

Yes. The UK Travel Travel Services May 2025 Report aggregates data from across both device types and Google Shopping.
Who is this UK Travel Travel Services May 2025 Report for?

The UK Travel Travel Services May 2025 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.

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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.

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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

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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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UK Travel Travel Services - PPC Market Share Analysis May 2025

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 May 2025 Report useful and how should I use it?

Why is the UK Travel Travel Services May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Travel Travel Services May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Travel Travel Services May 2025 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

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