UK Travel Transportation - PPC Market Share Analysis June 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Transportation 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 Transportation 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
skyscanner.net	9.16
britishairways.com	9.13
thetrainline.com	5.14
virginatlantic.com	3.26
stanstedairport.com	2.67
booking.com	2.52
cheapflights.co.uk	2.31
kayak.co.uk	1.98
turkishairlines.com	1.86
manchesterairport.co.uk	1.52
others	60.45

In the travel PPC landscape, ‘others’ dominate with 60.45% click share. Skyscanner.net and British Airways lead individual advertisers, capturing 9.16% and 9.13% respectively.

Market Exposure

Share of Spend for the top 10 UK Travel Transportation 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	skyscanner.net	booking.com	kayak.co.uk	thetrainline.com	europcar.co.uk	directferries.co.uk	cheapflights.co.uk	britishairways.com	london-luton.co.uk	virginatlantic.com
2025/06/01	7.64%	4.3%	3.38%	2.83%	1.27%	2.27%	2.04%	2.09%	2.89%	1.73%
2025/06/02	7.86%	4.6%	3.45%	3.97%	1.18%	2.6%	2.41%	1.92%	2.87%	1.58%
2025/06/03	8%	4.62%	3.4%	3.56%	1.74%	2.36%	1.83%	2.31%	3.4%	1.39%
2025/06/04	8.26%	4.72%	4.34%	4.04%	2.6%	2.24%	2.08%	1.81%	2.33%	0.96%
2025/06/05	7.44%	4.65%	4.55%	4.63%	3.03%	2.06%	1.88%	1.63%	2.15%	1.36%
2025/06/06	8.21%	4.73%	3.94%	4.81%	2.87%	2.2%	1.98%	1.76%	1.85%	1.62%
2025/06/07	8.21%	4.88%	3.49%	4.58%	2.44%	2.14%	1.68%	2.31%	2.29%	2.11%
2025/06/08	8.73%	4.54%	2.71%	3.94%	2.26%	2.52%	2.3%	2.17%	2.55%	2.21%
2025/06/09	8.49%	4.33%	2.55%	3.18%	2.37%	2.43%	2.09%	2.03%	2.76%	2.26%
2025/06/10	9.81%	4.62%	3.13%	4.38%	3.19%	2.36%	1.98%	2.18%	2.16%	1.77%
2025/06/11	8.12%	4.69%	3.01%	4.96%	3.58%	2.42%	1.72%	2.29%	1.96%	1.19%
2025/06/12	8.32%	3.91%	2.56%	4.71%	2.86%	2.88%	1.77%	2.44%	2.21%	1.83%
2025/06/13	8.79%	4.14%	2.97%	5.4%	2.96%	2.62%	1.96%	3.04%	2.09%	1.83%
2025/06/14	8.86%	3.93%	3.26%	4.37%	2.83%	2.67%	2.09%	3.3%	1.9%	1.79%
2025/06/15	9.33%	4.24%	3.1%	3.28%	3.17%	2.75%	1.92%	2.75%	2.1%	2.16%
2025/06/16	9.51%	4.61%	3.73%	3.77%	3.02%	2.69%	1.81%	2.49%	2.28%	1.96%
2025/06/17	8.99%	4.13%	3.11%	4.67%	2.01%	2.58%	1.85%	2.73%	2.12%	2.16%
2025/06/18	8.37%	3.9%	3.46%	3.44%	1.93%	2.53%	1.98%	2.82%	2.12%	1.79%
2025/06/19	10.18%	4.43%	3.14%	2.82%	1.91%	2.53%	2.09%	3.48%	2.25%	1.72%
2025/06/20	10.32%	3.87%	3.25%	2.17%	1.91%	2.45%	2.26%	2.46%	2.05%	2.28%
2025/06/21	9.92%	4.29%	2.76%	1.93%	1.84%	2.16%	2.29%	2.7%	2.34%	2.28%
2025/06/22	9.97%	4.31%	3.01%	2.08%	1.75%	2.3%	2.37%	2.35%	2.71%	2.41%
2025/06/23	10.12%	4.66%	3.02%	2.33%	2.3%	2.46%	2.12%	1.73%	2.2%	2.19%
2025/06/24	9.39%	4.14%	3.3%	3.14%	2.09%	2.42%	2.06%	1.86%	2.13%	2.08%
2025/06/25	9.19%	3.9%	3.21%	2.48%	2.06%	2.19%	1.9%	2.28%	2.1%	2%
2025/06/26	9.29%	3.93%	3.29%	2.85%	2.24%	2.22%	1.99%	2.32%	2.25%	1.97%
2025/06/27	8.72%	4.72%	3.54%	2.15%	2.87%	2.14%	1.95%	2.31%	2.11%	1.91%
2025/06/28	8.92%	4.95%	3.46%	1.81%	2.19%	2.13%	2.16%	2.6%	2.49%	1.83%
2025/06/29	9.21%	4.57%	2.97%	1.98%	2.38%	2.12%	1.88%	2.36%	2.57%	1.62%
2025/06/30	9.21%	5.75%	3.19%	2.53%	2.51%	2.5%	1.9%	1.88%	1.85%	1.59%

Skyscanner led June with a steady rise, peaking at 10.32% on the 20th. Booking.com saw fluctuations, ending at 5.75%. Kayak and The Trainline experienced declines, while Europcar and Direct Ferries remained stable. Virgin Atlantic showed minor variations.

Market Exposure

Competitor Count for UK Travel Transportation

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	1088
2025/06/02	1166
2025/06/03	1059
2025/06/04	1169
2025/06/05	1159
2025/06/06	1248
2025/06/07	1199
2025/06/08	1186
2025/06/09	1162
2025/06/10	1252
2025/06/11	1263
2025/06/12	1245
2025/06/13	1278
2025/06/14	1272
2025/06/15	1205
2025/06/16	1229
2025/06/17	1251
2025/06/18	1227
2025/06/19	1213
2025/06/20	1227
2025/06/21	1218
2025/06/22	1181
2025/06/23	1186
2025/06/24	1215
2025/06/25	1210
2025/06/26	1175
2025/06/27	1214
2025/06/28	1206
2025/06/29	1176
2025/06/30	1251

June saw a dynamic shift in distinct advertisers, starting at 1,088 and peaking at 1,278 mid-month. The month concluded with a strong presence of 1,251 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK Travel Transportation

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
tfl.gov.uk	1.57%
stanstedairport.com	1.36%
skyscanner.net	1.16%
manchesterairport.co.uk	0.86%
qatarairways.com	0.62%
londonnorthwesternrailway.co.uk	-0.34%
greateranglia.co.uk	-0.61%
turkishairlines.com	-0.81%
eurostar.com	-1.93%
thetrainline.com	-2.43%

The travel sector saw shifts in click share: tfl.gov.uk rose by 1.57%, while thetrainline.com dropped by 2.43%.

Campaign Efficiency

UK Travel Transportation 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	skyscanner.net	booking.com	britishairways.com	trip.com	thetrainline.com	kayak.co.uk	flixbus.co.uk	cheapflights.co.uk	europcar.co.uk	virginatlantic.com
2025/06/01	7.15%	4.42%	4.88%	2.71%	3.31%	3.14%	2.96%	2.45%	1.11%	1.63%
2025/06/02	7.39%	4.72%	4.68%	1.45%	4.76%	2.74%	2.38%	2.93%	1.04%	1.53%
2025/06/03	7.56%	4.59%	6.47%	1.04%	3.82%	2.91%	1.63%	2.4%	1.6%	1.24%
2025/06/04	7.67%	5.02%	3.97%	1.28%	4.43%	3.52%	1.42%	2.45%	2.15%	0.77%
2025/06/05	7.07%	4.77%	3.69%	1.45%	5.37%	3.75%	2.37%	2.17%	2.38%	1.24%
2025/06/06	7.62%	4.74%	3.44%	1.58%	5.98%	3.14%	2.15%	2.32%	2.25%	1.52%
2025/06/07	7.57%	4.7%	4.52%	1.78%	5.55%	2.82%	2.19%	1.98%	2%	2.03%
2025/06/08	8.14%	4.55%	4.32%	3.01%	4.74%	2.19%	2.33%	2.66%	1.87%	2.11%
2025/06/09	7.91%	4.32%	4.44%	3.07%	3.74%	2.08%	2.06%	2.44%	1.85%	1.99%
2025/06/10	9.04%	4.74%	3.92%	4.16%	5.56%	2.39%	1.68%	2.33%	2.59%	1.64%
2025/06/11	7.43%	4.71%	4.15%	4.96%	5.7%	2.36%	1.85%	2.1%	2.91%	1.1%
2025/06/12	7.63%	4.02%	4.43%	4.38%	5.48%	1.94%	2.42%	2.13%	2.32%	1.69%
2025/06/13	7.86%	4.23%	5.05%	4.88%	5.71%	2.21%	2.35%	2.39%	2.31%	1.64%
2025/06/14	8.04%	3.99%	5.36%	4.71%	4.43%	2.5%	3.25%	2.43%	2.26%	1.57%
2025/06/15	8.53%	4.22%	4.79%	4.86%	3.9%	2.48%	3.24%	2.32%	2.6%	1.96%
2025/06/16	8.83%	4.9%	4.51%	4.93%	3.94%	2.85%	2.76%	2.2%	2.47%	1.92%
2025/06/17	8.21%	4.34%	4.78%	4.68%	5.28%	2.42%	2.51%	2.17%	1.6%	2.08%
2025/06/18	7.53%	3.95%	4.78%	4.64%	3.94%	2.81%	3.06%	2.35%	1.6%	1.63%
2025/06/19	9.17%	4.75%	5.82%	3.24%	3%	2.41%	1.69%	2.49%	1.7%	1.57%
2025/06/20	9.13%	3.99%	4.56%	3.66%	2.55%	2.61%	2.44%	2.61%	1.71%	2.14%
2025/06/21	9.17%	5.02%	5%	2.72%	2.49%	2.34%	2.03%	2.72%	1.74%	2.14%
2025/06/22	9.22%	4.48%	4.55%	3.16%	2.9%	2.53%	2.45%	2.9%	1.57%	2.34%
2025/06/23	9.56%	5.14%	3.59%	2.52%	2.89%	2.52%	2.29%	2.61%	2.05%	2.2%
2025/06/24	8.71%	4.59%	3.51%	2.9%	3.93%	2.64%	3.23%	2.52%	1.65%	1.97%
2025/06/25	8.5%	4.31%	4.25%	2.85%	3.18%	2.61%	2.54%	2.41%	1.69%	1.95%
2025/06/26	8.93%	4.63%	4.45%	2.77%	3.52%	2.83%	1.86%	2.47%	1.98%	1.94%
2025/06/27	8.53%	5.18%	4.2%	2.72%	2.7%	2.93%	1.56%	2.41%	2.44%	1.85%
2025/06/28	8.73%	5.41%	5.05%	2.83%	2.44%	3%	1.85%	2.62%	1.93%	1.8%
2025/06/29	8.91%	4.91%	4.86%	2.4%	2.67%	2.56%	2.55%	2.38%	2.09%	1.55%
2025/06/30	8.76%	6.01%	3.53%	3.12%	2.7%	2.63%	2.52%	2.41%	2.08%	1.58%

Skyscanner.net led June with a steady rise, peaking at 9.56% on June 23. Booking.com saw fluctuations, ending strong at 6.01%. British Airways had a mixed month, closing at 3.53%.

Campaign Efficiency

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

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
British Airways Official Site https://www.britishairways.com
The British Airways Experience — The BA experience; from our signature warm welcome to arriving safely at your destination.
2
Cheapest Parking Heathrow - Parking at Terminal 2 3 4 & 5 https://www.compareyourparking.co.uk › heathrowairport › parking
Book Your Meet and Greet Valet Parking at Heathrow Airport with us and Save Upto 65% Off
3
National Bus Express in UK https://www.flixbus.co.uk
Book Your Ticket Online Now — Green travel throughout the UK and beyond. Travel in comfort and safety with FlixBus. Travel by Coach across the UK and in Europe. Book Now and Save.
4
Planning Your Route? | Up Your Step Count On The Way https://www.tfl.gov.uk
Get More Out of Your Journey with TfL. Download the TfL Go App Today. Get There With Less Stress. Choose TfL Over Traffic. Highlights: Journey Planning Option Available...
5
Virgin Atlantic https://www.virginatlantic.com
Virgin Atlantic | Find Flights — Enjoy fabulous service and seamless connections to more than 340 destinations. Book now. Discover amazing service on one of the most modern and efficient fleets in the sky.

British Airways highlights a warm welcome and safe arrival, while Compare Your Parking offers up to 65% off Heathrow valet parking. FlixBus promotes green, comfortable travel across the UK and Europe. TfL encourages stress-free journeys with their app, and Virgin Atlantic promises fabulous service and modern fleets.

Frequently Asked Questions

Why is the UK Travel Transportation June 2025 Report useful and how should I use it?

Why is the UK Travel Transportation June 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 Transportation June 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 Transportation June 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 Transportation June 2025 Report?

The UK Travel Transportation June 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.

Learn more about our data.

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

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

The UK Travel Transportation June 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.

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.

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UK Travel Transportation - PPC Market Share Analysis June 2025

Share of Clicks for top 10 UK Travel Transportation brands

Share of Spend for the top 10 UK Travel Transportation brands

Competitor Count for UK Travel Transportation

Market Loss & Market Gains for UK Travel Transportation

UK Travel Transportation Share of Impressions

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

Frequently Asked Questions

Why is the UK Travel Transportation June 2025 Report useful and how should I use it?

Why is the UK Travel Transportation June 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Travel Transportation June 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Travel Transportation June 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

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See this data specific to your brand performance

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