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UK Travel Travel Services - PPC Market Share Analysis June 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
booking.com 17.51
loveholidays.com 17.35
tui.co.uk 13.91
tripadvisor.co.uk 4.79
expedia.co.uk 4.31
lastminute.com 3.4
kayak.co.uk 2.81
jet2holidays.com 2.18
holidayhypermarket.co.uk 2.03
britishairways.com 1.9
others 29.81

Copyright © Adthena. All rights reserved.

In the travel PPC landscape, Booking.com leads with 17.51% click share, closely followed by Loveholidays.com at 17.35%. TUI.co.uk captures 13.91%, while ‘others’ collectively hold a significant 29.81%.

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 holidayhypermarket.co.uk jet2holidays.com staysure.co.uk stanstedairport.com allcleartravel.co.uk
2025/06/01 20.73% 16.93% 8.03% 4.64% 2.39% 2.63% 2.61% 2.21% 1.8% 0.99%
2025/06/02 20.67% 13.53% 7.47% 2.98% 2.06% 2.08% 7.84% 2.22% 1.56% 1.69%
2025/06/03 26.59% 13.69% 7.1% 2.97% 1.95% 1.34% 9.64% 1.71% 2.24% 1.17%
2025/06/04 26.09% 12.1% 5.97% 4.61% 1.98% 3.24% 9.77% 2.06% 1.32% 1.28%
2025/06/05 20.51% 16.5% 6.62% 4.99% 1.89% 1.95% 3.08% 2.9% 1.3% 2.42%
2025/06/06 23.8% 14.54% 6.41% 6.01% 1.96% 2.53% 2.94% 2.39% 1.26% 1.83%
2025/06/07 19.03% 17.76% 7.34% 4.14% 2.17% 2.12% 1.74% 2.12% 1.44% 1.21%
2025/06/08 23.18% 15.89% 7.01% 3.3% 1.89% 1.5% 6.04% 2.11% 1.26% 1.03%
2025/06/09 10.71% 20.65% 7.14% 6.13% 2.32% 3.29% 2.94% 1.85% 1.44% 2.04%
2025/06/10 17.37% 14.98% 7.73% 3.72% 1.91% 1.68% 10.08% 2.33% 1.07% 2.06%
2025/06/11 15.18% 15.35% 7.53% 5.77% 2.16% 2.95% 2.98% 2.85% 1.28% 2.25%
2025/06/12 17.01% 17.65% 7.3% 4.77% 2.16% 1.76% 2.54% 2.08% 1.07% 2.03%
2025/06/13 22.36% 14.47% 5.89% 7.41% 1.87% 2.39% 6.59% 2.2% 1.03% 1.31%
2025/06/14 24.7% 14.66% 5.76% 3.67% 1.81% 2.34% 5.3% 2.42% 1.05% 0.76%
2025/06/15 25.86% 15.01% 6.48% 3.89% 1.87% 1.18% 5.8% 2.38% 0.9% 0.47%
2025/06/16 21.48% 15.99% 6.77% 5.77% 1.69% 1.88% 5.21% 2.47% 1.33% 1.48%
2025/06/17 20.34% 15.09% 6.79% 5.28% 1.75% 1.88% 7.32% 2.6% 1.3% 1.57%
2025/06/18 21.28% 14.32% 6.78% 5.69% 1.76% 2.68% 6.21% 2.33% 1.21% 0.94%
2025/06/19 24.21% 15.5% 6.55% 4.2% 1.93% 2.53% 7.26% 1.35% 1.52% 0.83%
2025/06/20 24.8% 13.54% 6.81% 4.94% 1.92% 1.96% 2.26% 1.76% 1.35% 0.97%
2025/06/21 16.14% 12.88% 7.23% 7.32% 2.17% 1.57% 3.28% 1.35% 1.94% 0.51%
2025/06/22 24.78% 11.86% 7.31% 3.86% 2.02% 0.93% 6.59% 2.3% 1.76% 0.13%
2025/06/23 27.56% 11.87% 6.69% 5.89% 1.99% 2.2% 2.39% 2.29% 2.02% 0.71%
2025/06/24 21.49% 13.27% 6.74% 6.34% 2.2% 2.4% 3.62% 2.03% 1.82% 0.8%
2025/06/25 22.75% 10.27% 5.81% 6.47% 1.88% 1.31% 6.13% 2.28% 1.81% 0.83%
2025/06/26 24.35% 13.09% 7.15% 5.26% 1.9% 1.77% 1.35% 2.64% 2.12% 0.91%
2025/06/27 22.39% 12.82% 7.16% 4.31% 2.21% 1.96% 1.48% 2.35% 1.82% 0.89%
2025/06/28 22.89% 13.23% 7.65% 4.35% 1.99% 1.8% 5.46% 1.37% 2% 0.22%
2025/06/29 27.13% 10.9% 6.14% 5.33% 1.89% 1.37% 5.66% 1.88% 1.68% 0.05%
2025/06/30 23.55% 11.49% 7.51% 6.36% 2.7% 2.55% 2.33% 2.32% 0.82% 0.8%

Copyright © Adthena. All rights reserved.

TUI.co.uk led June with fluctuating spend, peaking mid-month. Loveholidays.com saw a decline, while Booking.com remained steady. Lastminute.com and Jet2holidays.com showed varied trends. Expedia.co.uk and others had minor shifts.

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
2025/06/01 676
2025/06/02 726
2025/06/03 683
2025/06/04 749
2025/06/05 752
2025/06/06 769
2025/06/07 724
2025/06/08 700
2025/06/09 705
2025/06/10 775
2025/06/11 777
2025/06/12 772
2025/06/13 788
2025/06/14 775
2025/06/15 733
2025/06/16 751
2025/06/17 781
2025/06/18 781
2025/06/19 766
2025/06/20 749
2025/06/21 735
2025/06/22 707
2025/06/23 716
2025/06/24 740
2025/06/25 730
2025/06/26 723
2025/06/27 730
2025/06/28 689
2025/06/29 666
2025/06/30 737

Copyright © Adthena. All rights reserved.

June began with 676 advertisers, peaking at 788 mid-month. A decline followed, ending with 737 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.

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Market Loss & Market Gains - Last month
Name Market Trend
tripadvisor.co.uk 2.29%
travelrepublic.co.uk 1.73%
travelsupermarket.com 0.65%
lastminute.com 0.29%
newmarketholidays.co.uk 0.24%
holidayhypermarket.co.uk -0.27%
expedia.co.uk -0.28%
caledonian.com -0.37%
jet2holidays.com -0.58%
loveholidays.com -3.53%

Copyright © Adthena. All rights reserved.

Tripadvisor.co.uk and Travelrepublic.co.uk saw significant click share growth, while Loveholidays.com experienced the largest decline.

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 lastminute.com expedia.co.uk tripadvisor.co.uk holidayhypermarket.co.uk jet2holidays.com kayak.co.uk laterooms.com
2025/06/01 15.68% 8.8% 12.6% 3.78% 3.86% 2.3% 2.79% 2.38% 3.39% 0.99%
2025/06/02 13.08% 13.78% 10.45% 3.37% 3.26% 1.62% 2.36% 5.58% 2.3% 0.82%
2025/06/03 11.5% 14.73% 12.6% 2.45% 3.83% 0.08% 1.5% 10.94% 3.46% 0.28%
2025/06/04 9.9% 15.29% 10.58% 3.69% 3.56% 0.77% 4.13% 8.09% 2.42% 1.27%
2025/06/05 12.39% 12.6% 13.54% 3.7% 3.13% 0.51% 2.46% 3.01% 3.27% 1.05%
2025/06/06 11.07% 14.44% 11.85% 5.57% 3.26% 2.71% 3.08% 4.93% 1.79% 0.71%
2025/06/07 12.89% 12.1% 13.03% 3.52% 3.41% 1.81% 2.16% 1.68% 2.52% 2.09%
2025/06/08 12.95% 14.72% 12.47% 3.79% 3.07% 1.34% 2.09% 4.44% 2.46% 2.43%
2025/06/09 14.23% 5.11% 14.43% 4.68% 3.71% 1.53% 3.23% 2.65% 2.62% 2.77%
2025/06/10 10.66% 11.88% 11.85% 3.25% 3.14% 4.04% 2.09% 7.92% 2.57% 1.39%
2025/06/11 12.24% 8.77% 11.88% 5.71% 3.4% 3.05% 3.31% 2.84% 1.84% 1.16%
2025/06/12 12.01% 10.64% 13.26% 3.95% 3.29% 3.17% 2.08% 2.5% 1.83% 1.03%
2025/06/13 10.5% 11.43% 11.68% 6.28% 2.91% 2.77% 2.66% 8.11% 1.8% 1.85%
2025/06/14 10.54% 13.31% 11.54% 4.16% 2.96% 3.39% 2.56% 4.53% 2.75% 1.82%
2025/06/15 11.89% 15.02% 12.19% 4.72% 3.14% 3.01% 1.49% 5.25% 2.14% 1.36%
2025/06/16 11.7% 11.76% 12.11% 5.51% 2.69% 4.11% 2.03% 4.34% 2.68% 2.24%
2025/06/17 12.01% 12.32% 12.58% 4.96% 2.71% 3.7% 2.25% 7.24% 2.32% 0.36%
2025/06/18 12% 13.4% 11.42% 4.1% 2.91% 2.61% 2.94% 4.71% 2.16% 1.23%
2025/06/19 11.79% 12.36% 13.82% 3.28% 3.06% 3.02% 2.64% 6.87% 1.57% 0.36%
2025/06/20 12.38% 11.96% 10.26% 4.84% 2.92% 2.91% 2.06% 2.26% 2.2% 3.25%
2025/06/21 12.19% 7.48% 8.44% 5.72% 3.01% 4.36% 1.52% 3.03% 2.84% 3.51%
2025/06/22 13.41% 13.37% 9.29% 4.41% 3.29% 5.17% 1.19% 4.74% 2.85% 1.61%
2025/06/23 12.22% 15.09% 9.06% 4.86% 3.15% 4.63% 2.51% 2.36% 2.46% 3.41%
2025/06/24 11.77% 11.36% 9.97% 5.61% 3.33% 3.89% 2.48% 4.23% 2.05% 1.33%
2025/06/25 10.68% 13.24% 7.9% 5.67% 2.94% 4.23% 1.58% 4.44% 2.82% 1.94%
2025/06/26 14.28% 12.45% 10.35% 3.78% 3.01% 4% 1.88% 1.39% 2.76% 0.72%
2025/06/27 13.36% 11.04% 10.05% 2.75% 3.43% 3.88% 2.04% 1.55% 3.37% 1.42%
2025/06/28 13.92% 11.95% 9.84% 2.86% 3.05% 3.34% 1.75% 5.87% 2.45% 2.39%
2025/06/29 11.22% 14.22% 8.11% 5.14% 3.01% 4.64% 1.45% 4.73% 2.7% 3.56%
2025/06/30 12.83% 12.68% 8.95% 4.69% 4.16% 3.49% 2.77% 2.28% 2.2% 1.32%

Copyright © Adthena. All rights reserved.

In June 2025, booking.com started strong but fluctuated, ending at 12.83%. Tui.co.uk saw highs and lows, closing at 12.68%. Loveholidays.com declined, finishing at 8.95%. Lastminute.com and expedia.co.uk remained steady, while tripadvisor.co.uk peaked mid-month.

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 https://www.booking.com

    Booking.com Official Site — More than just your place to stay – Booking.com offers all types of accommodation. From take off to landing and everything in between - book your...

  2. 2
    Book Last Minute Holidays | Hottest Deals And Discounts https://www.holidayhypermarket.co.uk

    Part Of Europe's Largest Tour Operator With UK Based Travel Experts. Book With Confidence!

  3. 3
    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 Holidays You'll Love! ATOL Protected.

  4. 4
    Tripadvisor [Official Site] | Official Site https://www.tripadvisor.co.uk

    Get the latest reviews + lowest prices on hotels, amazing experiences + restaurants. Read the Latest Reviews, Search for the Lowest...

  5. 5
    Great-Value Holidays | Save Up To £300 Per Booking* https://www.tui.co.uk › morocco › tui_suneo

    Free Kids' Places Available On Selected Holidays Subject To Availability. T&Cs Apply. Choose From All Inclusive Or Self-Catering Getaways In Our Most...

Copyright © Adthena. All rights reserved.

In the competitive world of travel PPC, Booking.com stands out with its promise of comprehensive accommodation options, while Holiday Hypermarket emphasizes trust with UK-based experts. Loveholidays attracts budget-conscious travelers with low deposits, and Tripadvisor offers trusted reviews. TUI tempts families with free kids’ places and great-value holidays.

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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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