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UK Travel Travel Technology - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Travel Technology 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 Technology 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 17.31
cheapflights.co.uk 8.21
rome2rio.com 7.65
kayak.co.uk 7.34
skyscanner.net 7.27
thetrainline.com 4.78
loveholidays.com 4.2
hotels.com 3.94
ebay.co.uk 3.86
travelsupermarket.com 2.71
others 32.73

Copyright © Adthena. All rights reserved.

In the travel PPC landscape, Booking.com leads with 17.31% click share, followed by Cheapflights.co.uk at 8.21%. Others collectively dominate with 32.73%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Travel Travel Technology 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 booking.com cheapflights.co.uk kayak.co.uk guesty.com smoobu.com lodgify.com navan.com hostaway.com hotels.com corptraveller.com
2025/05/01 10.49% 3.99% 3.73% 5.83% 4.57% 10.15% 2.46% 3.04% 3.87% 3.94%
2025/05/02 9.78% 5.7% 3.93% 7.97% 5.86% 6.53% 3.17% 3.37% 4.84% 4.26%
2025/05/03 11.16% 2.58% 2.26% 10.34% 5.8% 8.38% 2.18% 2.32% 3.61% 2.73%
2025/05/04 10.6% 1.29% 2.44% 11.81% 6.37% 10.62% 3.56% 6.01% 4.79% 3.36%
2025/05/05 9.47% 8.12% 7.24% 11.01% 3.76% 4.73% 3.88% 1.99% 2.71% 4.2%
2025/05/06 13.14% 2.98% 3.18% 14.62% 7.35% 6.25% 5.19% 6.09% 4.2% 3.16%
2025/05/07 9.84% 5.56% 3.1% 7.99% 4.56% 5.23% 3.56% 5.9% 4.11% 2.44%
2025/05/08 13.49% 3.27% 3.67% 10.58% 3.7% 3.53% 5.03% 5.96% 4.79% 3.39%
2025/05/09 9.85% 5.22% 7.07% 8.87% 6.45% 5.33% 2.82% 6.14% 4.01% 4.21%
2025/05/10 13.16% 3.05% 3.82% 10.02% 4.12% 6.55% 4.98% 6.21% 5.78% 2.87%
2025/05/11 14.15% 1.59% 3.51% 12.58% 4.42% 8.09% 5.32% 2.81% 4.56% 2.69%
2025/05/12 10.84% 4.71% 3.47% 10.49% 5.04% 5.43% 5.06% 5.29% 5.11% 3.64%
2025/05/13 13.05% 3.15% 4.48% 6.58% 5.07% 3.52% 5.62% 3.85% 6.87% 2.45%
2025/05/14 11.5% 6.98% 3.99% 12.3% 5.55% 4.29% 4.63% 5.5% 5.45% 2.81%
2025/05/15 19.5% 5.67% 4.08% 9.68% 6.69% 4.56% 1.99% 4.91% 4.68% 2.76%
2025/05/16 18.78% 3.97% 3.72% 9.65% 7.41% 4.55% 1.29% 5.31% 4.77% 2.79%
2025/05/17 16.69% 3.66% 2.5% 9.27% 7.97% 7.95% 4.24% 5.98% 1.87% 3.04%
2025/05/18 27.12% 8.24% 6.64% 8.38% 6.35% 6.14% 4.03% 3.09% 2.08% 2.49%
2025/05/19 20.58% 10.11% 8.34% 8.65% 6.35% 2.74% 4.24% 3.61% 2.11% 2.89%
2025/05/20 11.78% 6.88% 4.21% 10.66% 7.35% 4.88% 1.63% 3.63% 3.66% 3.72%
2025/05/21 13.97% 5.99% 2.79% 11.35% 8.07% 5.22% 4.16% 4.12% 4.43% 3.4%
2025/05/22 14.11% 7.27% 4.47% 11.38% 7.77% 6.15% 5.04% 4.2% 2.85% 3.79%
2025/05/23 16.43% 5.03% 2.99% 9.1% 7.03% 6.08% 1.3% 3.12% 4.47% 4.73%
2025/05/24 18.08% 3.33% 3.38% 10.63% 7.72% 5.48% 2.64% 3.93% 4.48% 3.15%
2025/05/25 9.52% 0.92% 2.13% 14.13% 8.98% 8.93% 6.36% 4.55% 3.97% 3.92%
2025/05/26 7.79% 1.2% 3.14% 15.11% 8.99% 6.67% 7.26% 5.57% 3.78% 5.53%
2025/05/27 11.06% 4.98% 5.22% 10.69% 6.06% 5.12% 7.55% 3.5% 5.47% 4.91%
2025/05/28 13.87% 2.83% 5.13% 13.1% 7.14% 6.13% 6.68% 4.21% 5.48% 3.32%
2025/05/29 17.3% 4.94% 4.08% 9.07% 7.35% 3.1% 7.03% 4.98% 4.92% 3.59%
2025/05/30 14.63% 2.4% 4.72% 11.92% 6.7% 7.11% 5.77% 4.36% 3.71% 3.74%
2025/05/31 25.33% 10.31% 10.03% 8.85% 4.98% 4.95% 4.26% 3.76% 3.47% 2.13%

Copyright © Adthena. All rights reserved.

In May 2025, booking.com dominated PPC spend, peaking at 27.12% on May 18. cheapflights.co.uk and kayak.co.uk showed fluctuations, while guesty.com maintained steady growth. The month ended with booking.com leading at 25.33%.

Market Exposure

Competitor Count for UK Travel Travel Technology

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
2025/05/01 116
2025/05/02 115
2025/05/03 121
2025/05/04 123
2025/05/05 128
2025/05/06 126
2025/05/07 158
2025/05/08 148
2025/05/09 139
2025/05/10 145
2025/05/11 133
2025/05/12 130
2025/05/13 151
2025/05/14 140
2025/05/15 139
2025/05/16 140
2025/05/17 122
2025/05/18 123
2025/05/19 137
2025/05/20 126
2025/05/21 125
2025/05/22 119
2025/05/23 122
2025/05/24 110
2025/05/25 110
2025/05/26 110
2025/05/27 122
2025/05/28 123
2025/05/29 115
2025/05/30 120
2025/05/31 108

Copyright © Adthena. All rights reserved.

May began with 116 advertisers, peaking at 158 on the 7th. A decline followed, ending the month at 108.

Campaign Efficiency

Market Loss & Market Gains for UK Travel Travel Technology

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 4.66%
rome2rio.com 3.15%
cheapflights.co.uk 2.25%
kayak.co.uk 1.76%
lastminute.com 1.01%
opodo.co.uk -0.65%
hotels.com -0.77%
skyscanner.net -0.82%
thetrainline.com -2.33%
ebay.co.uk -5.15%

Copyright © Adthena. All rights reserved.

Booking.com soared with a 4.66% increase, while ebay.co.uk plummeted by 5.15%. Rome2rio.com rose by 3.15%, contrasting thetrainline.com’s 2.33% drop.

Campaign Efficiency

UK Travel Travel Technology 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 cheapflights.co.uk kayak.co.uk hotels.com skyscanner.net farecompare.com loveholidays.com rome2rio.com thetrainline.com ebay.co.uk
2025/05/01 12.81% 10.62% 5.77% 3.86% 3.3% 3.24% 4.57% 2.46% 2.43% 3.21%
2025/05/02 10.2% 12.32% 6.91% 5.87% 5.1% 3.07% 7.77% 3.65% 2.26% 3.26%
2025/05/03 10.65% 6.06% 3.22% 4.31% 2.8% 3.33% 9.39% 3.66% 4.86% 0.24%
2025/05/04 12.01% 5.47% 4.76% 6.59% 5.98% 2.89% 8.18% 3.27% 7.68% 0.63%
2025/05/05 6.37% 15.91% 12.14% 2.36% 2.57% 3.21% 6.53% 2.41% 3.24% 5.31%
2025/05/06 16.78% 6.66% 6.31% 6.11% 3.92% 3.16% 7.6% 3.79% 2.13% 13.28%
2025/05/07 8.97% 12.39% 3.51% 5.96% 3.82% 1.93% 7.13% 1.1% 3.43% 7.55%
2025/05/08 15.63% 5.97% 6.19% 6.25% 5.04% 3.06% 7.25% 2.46% 3.87% 10.1%
2025/05/09 7% 12.86% 15.23% 4.27% 3.41% 1.5% 3.27% 2.43% 7.65% 2.64%
2025/05/10 15% 9.35% 5.34% 7.55% 6.68% 2.55% 5.81% 1.47% 1.52% 5.39%
2025/05/11 14.16% 3.64% 5.67% 6.28% 5.65% 3.47% 6.19% 4.6% 3.43% 5.71%
2025/05/12 9.8% 9.53% 4.76% 6.61% 6.15% 5.72% 6.12% 2.38% 4.89% 4.92%
2025/05/13 10.15% 6.12% 6.32% 7.96% 6.13% 2.75% 5.78% 0% 5.28% 11.34%
2025/05/14 10.42% 15.57% 6.2% 7.11% 4.62% 2.33% 11.14% 0% 3.23% 5.9%
2025/05/15 26.68% 12.76% 5.93% 5.32% 4.42% 1.7% 3.05% 1.63% 2.3% 3.03%
2025/05/16 23.98% 9.94% 4.4% 4.71% 3.23% 0.83% 3.18% 0.54% 2.64% 11.58%
2025/05/17 26.48% 11.38% 3.4% 2.45% 2.97% 1.78% 5.42% 2.74% 1.54% 1.94%
2025/05/18 39.05% 15.61% 12.31% 2.18% 2.08% 1% 4.67% 2.14% 0.57% 1.46%
2025/05/19 28.59% 17.25% 14.7% 2.01% 2.25% 1.34% 3.67% 1.34% 1.06% 0.31%
2025/05/20 13.54% 14.2% 6.85% 4.33% 3.47% 2.99% 8.75% 2.77% 1.89% 1.03%
2025/05/21 17.73% 13.03% 4.19% 4.77% 4.73% 4.76% 4.2% 0% 3.04% 1.21%
2025/05/22 21.03% 15.21% 8.36% 3.92% 4.78% 8.76% 2.62% 2.96% 1.92% 2.46%
2025/05/23 22.27% 15.76% 3.89% 4.94% 4.2% 4.7% 3.91% 4.75% 4.6% 0.77%
2025/05/24 25.43% 8.9% 4.56% 5.33% 4.11% 3.83% 7.92% 5.61% 0.96% 0.54%
2025/05/25 11.69% 2.62% 4.56% 8.15% 5.68% 2.95% 7% 6.37% 1.88% 3.16%
2025/05/26 10.91% 3.96% 6.36% 5.96% 6.75% 2.96% 7.7% 7.72% 0.71% 5.6%
2025/05/27 13.4% 14.39% 8.88% 6.99% 4.62% 2.39% 9.06% 3.17% 0.36% 1.21%
2025/05/28 21.29% 7.23% 11.17% 8.19% 6.42% 2.42% 4.52% 3.79% 0.78% 0.58%
2025/05/29 29.76% 10.5% 7.42% 7.03% 4.53% 2.76% 4.32% 1.03% 1.55% 2.47%
2025/05/30 23.22% 4.99% 8.58% 5.13% 4.33% 4.04% 3.26% 1.06% 10.11% 1.62%
2025/05/31 32.44% 18.33% 17.74% 3.33% 2.69% 2.03% 1.57% 1.53% 0.74% 0.47%

Copyright © Adthena. All rights reserved.

In May 2025, booking.com dominated with fluctuating impressions, peaking at 39.05% on the 18th. cheapflights.co.uk and kayak.co.uk showed moderate activity, while hotels.com and skyscanner.net had lower shares. The month ended with booking.com leading at 32.44%.

Campaign Efficiency

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

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
    Find cheap flights | Cheap Flights & Plane Tickets https://www.booking.com

    Easily compare 100s of flights, all in one place. Flexible ticket options available. Book everything you need for your trip, from Hotels to Flights.

  2. 2
    Flight scanner https://www.cheapflights.co.uk › flights

    Cheapflights flight search — The flight you want, the price you need. We search, you save. Trusted by 1m+ travelers.

  3. 3
    Cheap Flights from £8 - Compare Flight Prices | Jetcost https://www.jetcost.co.uk/

    With Jetcost You'll Save on Car Rent and Find the Best Deals! It's Never Been so Easy

  4. 4
    Flight scanner - Compare flights for free https://www.kayak.co.uk › flights

    KAYAK.co.uk. Join millions of happy users and find your ideal flight in under 5 minutes. The...

  5. 5
    Rome2Rio | How to get from A to B https://www.rome2rio.com

    Find the best way to get to your destination. Bus, train, air, ferry & rideshare. Find how to...

Copyright © Adthena. All rights reserved.

In the competitive world of travel PPC, Booking.com, Cheapflights, Jetcost, Kayak, and Rome2Rio dominate with compelling ads. They emphasize ease, savings, and comprehensive travel solutions, enticing travelers with promises of flexibility, trusted service, and seamless journey planning.

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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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