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UK Travel Travel Services - PPC Market Share Analysis April 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 18.58
booking.com 16.77
tui.co.uk 13.12
expedia.co.uk 4.77
easyjet.com 3.3
kayak.co.uk 2.6
tripadvisor.co.uk 2.36
lastminute.com 2.13
pocruises.com 1.96
holidayhypermarket.co.uk 1.82
others 32.59

Copyright © Adthena. All rights reserved.

In the travel PPC landscape, ‘others’ dominate with 32.59% click share, while loveholidays.com leads individual advertisers at 18.58%.

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 booking.com lastminute.com expedia.co.uk staysure.co.uk pocruises.com thomascook.com virginatlantic.com jet2holidays.com
2025/04/01 13.32% 13.06% 5.58% 5.63% 2.61% 1.89% 1.67% 1.82% 1% 4.13%
2025/04/02 9.24% 14.57% 7.49% 4.42% 3.37% 1.24% 2.07% 0.23% 1.62% 1.49%
2025/04/03 8.4% 17.56% 6.66% 4.26% 3.08% 2.03% 2.22% 0.44% 1.28% 3.51%
2025/04/04 19.4% 16.82% 5.71% 2.8% 3.03% 1.03% 1.74% 1.32% 1.77% 0.76%
2025/04/05 9.08% 17.98% 6.9% 4.4% 3.79% 1.4% 2.14% 1.75% 1.75% 0.92%
2025/04/06 10.24% 15.36% 6.73% 3.71% 3.84% 1.84% 2.08% 1.89% 2.56% 0.8%
2025/04/07 13.79% 15.37% 5.92% 4.02% 3.02% 1.41% 2.37% 3.01% 1.83% 0.59%
2025/04/08 17.02% 14.14% 6.02% 2.32% 2.94% 2.05% 2.12% 2.95% 1.79% 1.24%
2025/04/09 9.02% 16.98% 7.16% 2.83% 3.27% 2.51% 2.49% 1.22% 2.07% 1.42%
2025/04/10 3.13% 16.52% 6.88% 4.14% 3.51% 2.01% 2.84% 2.45% 2.38% 2.29%
2025/04/11 2.08% 19.25% 5.91% 2.59% 3.49% 2.03% 3.32% 1.51% 2% 1.83%
2025/04/12 5.03% 17.29% 7.45% 3.14% 3.33% 1.38% 2.6% 3.73% 2.59% 1.75%
2025/04/13 18.39% 14.3% 6.07% 3.38% 2.92% 1.5% 2.32% 2.54% 2.06% 2.54%
2025/04/14 11.01% 16.52% 5.63% 4.1% 2.96% 2.68% 2.28% 3.01% 1.66% 1.97%
2025/04/15 13.39% 14.22% 5.89% 3.17% 3% 2.25% 2.05% 3.27% 1.93% 1.71%
2025/04/16 12.39% 15.97% 6.67% 2.14% 3.05% 1.81% 2.04% 1.63% 1.49% 5.63%
2025/04/17 13.82% 13.5% 7.17% 3.07% 3.27% 2.08% 2.49% 1.27% 2.24% 0.58%
2025/04/18 9.62% 14.99% 6.5% 2.64% 3.71% 1.43% 2.56% 4.56% 1.67% 0.55%
2025/04/19 12.84% 11.61% 7.13% 2% 3.2% 2.36% 2.65% 3.09% 1.3% 0.48%
2025/04/20 5.77% 14.43% 7.18% 3.4% 2.92% 3.14% 2.67% 3% 1.45% 0.34%
2025/04/21 3.9% 15.32% 7.71% 2.65% 3.34% 2.58% 2.5% 2.01% 1.37% 4.36%
2025/04/22 5.9% 13.94% 7.39% 3.58% 3.16% 2.21% 2.25% 3.74% 1.33% 1.23%
2025/04/23 5.91% 15.88% 7.34% 3.17% 3.17% 2.35% 2.42% 2.03% 1.63% 0.62%
2025/04/24 18.66% 12.18% 4.48% 3.91% 2.89% 2.02% 1.81% 2.11% 1.73% 3.19%
2025/04/25 16.25% 13.03% 4.57% 4.42% 3% 2.24% 1.76% 0.99% 1.67% 3.39%
2025/04/26 10.73% 13.58% 6.72% 3.51% 3.04% 1.96% 1.98% 3.26% 1.71% 1.03%
2025/04/27 13.86% 13.58% 6.45% 3.63% 3.23% 2.04% 2.17% 2.75% 1.14% 2.03%
2025/04/28 13.83% 12.98% 6.52% 3.98% 2.9% 2.67% 1.82% 1.88% 1.52% 3.69%
2025/04/29 14.34% 13.33% 6.44% 3.17% 2.93% 2.88% 1.74% 3.65% 1.67% 2.87%
2025/04/30 17.13% 13.99% 6.46% 3.62% 2.83% 2.7% 1.97% 1.93% 1.65% 1.34%

Copyright © Adthena. All rights reserved.

April 2025 saw dynamic shifts in PPC spend share. Tui.co.uk experienced fluctuations, peaking mid-month. Loveholidays.com maintained a steady lead. Booking.com and lastminute.com showed consistent patterns, while jet2holidays.com had sporadic spikes. The month concluded with loveholidays.com leading.

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
2025/04/01 830
2025/04/02 822
2025/04/03 855
2025/04/04 856
2025/04/05 818
2025/04/06 830
2025/04/07 821
2025/04/08 861
2025/04/09 838
2025/04/10 857
2025/04/11 823
2025/04/12 811
2025/04/13 822
2025/04/14 789
2025/04/15 812
2025/04/16 810
2025/04/17 819
2025/04/18 786
2025/04/19 830
2025/04/20 779
2025/04/21 801
2025/04/22 830
2025/04/23 817
2025/04/24 828
2025/04/25 801
2025/04/26 778
2025/04/27 769
2025/04/28 817
2025/04/29 785
2025/04/30 802

Copyright © Adthena. All rights reserved.

April saw fluctuating advertiser numbers, peaking at 861 on April 8. The month concluded with 802 advertisers, reflecting a dynamic landscape.

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
tui.co.uk 2.98%
easyjet.com 1.3%
britishairways.com 0.3%
royalcaribbean.com 0.27%
thomascook.com 0.26%
travelsupermarket.com -0.22%
kayak.co.uk -0.26%
holidayhypermarket.co.uk -0.33%
tripadvisor.co.uk -0.7%
loveholidays.com -4.07%

Copyright © Adthena. All rights reserved.

TUI.co.uk soared with a 2.98% click share increase, while loveholidays.com plummeted by 4.07%. EasyJet.com also rose by 1.3%.

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 expedia.co.uk thomascook.com virginatlantic.com easyjet.com pocruises.com lastminute.com holidayhypermarket.co.uk
2025/04/01 9.8% 8.97% 11.17% 3.51% 2.96% 1.74% 0.76% 1.76% 3.02% 2.24%
2025/04/02 12.7% 5.7% 11.75% 4.28% 0.29% 2.68% 0.8% 1.64% 2.31% 2.38%
2025/04/03 12.57% 5.02% 14.79% 3.63% 0.59% 1.79% 0.65% 2.31% 2.44% 2.67%
2025/04/04 9.58% 13.25% 14.65% 3.57% 2.04% 2.76% 0.92% 1.69% 1.64% 1.98%
2025/04/05 12.47% 6.05% 14.85% 4.48% 2.51% 2.74% 1.58% 2.43% 2.98% 1.89%
2025/04/06 11.58% 8.74% 12.33% 4.98% 2.63% 4.03% 0.78% 2.06% 2.47% 2.49%
2025/04/07 10.39% 8.5% 14.26% 3.52% 4.02% 3.11% 0.85% 2.34% 2.06% 2.35%
2025/04/08 10.83% 10.92% 12.62% 3.49% 5.39% 3.21% 0.56% 2.12% 1.22% 3.11%
2025/04/09 13.38% 6.94% 13.92% 3.97% 1.8% 3.99% 0.55% 2.83% 1.52% 2.29%
2025/04/10 11.87% 4.28% 13.21% 3.79% 4.15% 3.98% 0.4% 3.09% 1.9% 2.71%
2025/04/11 11.12% 2.35% 15.43% 3.95% 2.47% 3.74% 3.52% 3.51% 1.83% 2.53%
2025/04/12 11.83% 6.46% 13.25% 3.57% 6.3% 4.12% 3.62% 2.55% 1.99% 2.61%
2025/04/13 11.53% 12.17% 12.17% 3.78% 4.71% 3.99% 2.54% 2.46% 1.73% 2.23%
2025/04/14 10.22% 9.66% 13.86% 3.43% 4.99% 2.66% 3.06% 2.39% 2.57% 2.32%
2025/04/15 9.85% 10.73% 12.63% 3.56% 5.05% 3.18% 3.41% 2.01% 1.75% 1.83%
2025/04/16 12.65% 7.96% 12.97% 3.96% 3.06% 2.69% 2.45% 2% 1.37% 2.78%
2025/04/17 12.87% 7.5% 11.33% 4.11% 2.56% 3.58% 1.97% 2.86% 1.78% 3.21%
2025/04/18 10.4% 10.8% 11.09% 4.18% 7.8% 2.58% 2.2% 2.54% 1.39% 1.45%
2025/04/19 10.82% 10.59% 9.54% 3.77% 4.24% 2.06% 1.77% 3.21% 1.53% 2.09%
2025/04/20 12.32% 8.2% 11.52% 3.35% 4.8% 2.47% 3.1% 2.88% 1.81% 2.52%
2025/04/21 14.08% 4.96% 11.94% 3.8% 3.28% 2.66% 2.89% 2.51% 1.48% 2.81%
2025/04/22 12.62% 7.54% 11.36% 3.65% 4.81% 1.97% 2.97% 2.1% 1.54% 3.01%
2025/04/23 12.25% 8.93% 12.21% 3.58% 3.63% 2.34% 3.44% 2.6% 1.91% 2.26%
2025/04/24 8.84% 12.73% 10.57% 3.72% 3.68% 3.32% 2.53% 2.08% 2.08% 2.1%
2025/04/25 8.84% 10.69% 11.17% 4.06% 1.83% 3.03% 2.22% 1.99% 2.47% 2.03%
2025/04/26 10.46% 11.24% 10.35% 3.4% 5.1% 2.86% 2.78% 2.13% 1.86% 1.78%
2025/04/27 11.36% 11.17% 11.31% 3.97% 4.52% 1.82% 3.29% 2.25% 1.92% 1.82%
2025/04/28 11.33% 10.52% 10.32% 3.46% 3.07% 2.6% 2.82% 2.09% 2.35% 1.8%
2025/04/29 11.43% 9.73% 11.08% 3.63% 6.56% 3.11% 1.87% 1.84% 1.72% 1.51%
2025/04/30 11.92% 11.88% 11.67% 3.86% 3.39% 2.99% 2.46% 2.36% 2.08% 1.89%

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In April 2025, loveholidays.com led with a strong impression share, peaking mid-month. Booking.com and tui.co.uk showed fluctuations, while expedia.co.uk and thomascook.com maintained lower shares. The month concluded with loveholidays.com maintaining dominance.

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. 1
    Booking.com - Official Site https://www.booking.com

    Booking.com — 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. 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. 3
    KAYAK.co.uk https://www.kayak.co.uk

    Cheap flights and hotels — Want to see the world without breaking the bank? Search our travel deals & pack your bags. From...

  4. 4
    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...

  5. 5
    Package Holidays | Holidays 2025/2026 http://www.virginatlantic.com › virgin › holidays

    Book your dream holiday with confidence. We've got you covered. ATOL and ABTA protected.

Copyright © Adthena. All rights reserved.

In the competitive world of travel services, top advertisers like Booking.com, Expedia, and KAYAK captivate with themes of affordability and convenience. Booking.com highlights its vast property range, while Expedia emphasizes verified reviews and holiday packages. KAYAK entices budget-conscious travelers with cheap flights and hotels. Loveholidays and Virgin Atlantic focus on secure, affordable holiday packages, ensuring peace of mind with ATOL protection.

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