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UK Travel Travel Technology - PPC Market Share Analysis April 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 12.74
rome2rio.com 12.33
skyscanner.net 8.58
kayak.co.uk 8.37
cheapflights.co.uk 6.13
thetrainline.com 4.51
ebay.co.uk 3.51
hotels.com 3.43
tripadvisor.co.uk 2.92
loveholidays.com 2.66
others 34.82

Copyright © Adthena. All rights reserved.

In the travel PPC landscape, “others” dominate with 34.82% click share. Booking.com leads individual advertisers at 12.74%, followed by Rome2Rio at 12.33%.

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 guesty.com lodgify.com hotels.com skyscanner.net smoobu.com kayak.co.uk hostaway.com loveholidays.com cheapflights.co.uk
2025/04/01 14.7% 7.44% 7.1% 4.38% 2.54% 2.21% 3.99% 1.49% 3.45% 2.4%
2025/04/02 13.15% 7.12% 8.34% 4.3% 3.76% 3.37% 8.4% 2.07% 1.65% 6.71%
2025/04/03 14.28% 8.42% 6.9% 1.67% 2.58% 4.12% 5.04% 2.55% 2.39% 13.75%
2025/04/04 16.4% 7.71% 11.25% 4.05% 3.35% 2.91% 5.55% 1.69% 6.07% 4.42%
2025/04/05 11.56% 6.67% 3.44% 7.96% 1.97% 3.42% 4.33% 1.99% 10.17% 14.17%
2025/04/06 16.07% 10.98% 3.35% 7.34% 3.7% 3.8% 3.35% 3.04% 4.57% 0.63%
2025/04/07 13.91% 8.73% 1.07% 4.67% 3.02% 3.86% 4.29% 2.89% 3.02% 6.2%
2025/04/08 15.72% 6.7% 4.24% 5.25% 2.72% 3.4% 3.81% 2.73% 3.26% 1.59%
2025/04/09 18.19% 6.82% 7.78% 6.15% 4.49% 1.97% 3.06% 2.08% 2.75% 1.12%
2025/04/10 15.22% 11.1% 2.12% 6.47% 2.67% 3.09% 4.6% 3.52% 2.51% 7.66%
2025/04/11 13.84% 11.45% 10.98% 3.9% 3.38% 3.34% 3.62% 5.21% 2.27% 1.25%
2025/04/12 12.01% 7.62% 9.65% 5.18% 4.57% 3.24% 3.47% 3.54% 2.2% 5.15%
2025/04/13 12.68% 10.11% 8.27% 4.9% 5.14% 4.11% 8.05% 5.54% 1.26% 9.28%
2025/04/14 14.97% 6.68% 3.96% 5.19% 6.06% 3.16% 6.35% 3% 2.21% 10.51%
2025/04/15 16.39% 6.4% 6.94% 6.44% 5.36% 6.4% 4.16% 5.11% 1.11% 5.02%
2025/04/16 15.59% 8.06% 11.59% 4.16% 5.19% 4.4% 5.6% 3.29% 1.33% 5.58%
2025/04/17 14.76% 8.88% 7.94% 4.29% 5.5% 2.97% 5.93% 4.45% 1.43% 7.51%
2025/04/18 13.8% 10.89% 11.58% 1.55% 4.15% 5.71% 3.53% 5.48% 1.93% 6.31%
2025/04/19 11.81% 9.57% 9.25% 3.32% 3.85% 3.87% 5.41% 5.25% 1.7% 4.65%
2025/04/20 7.9% 9.73% 18.01% 2.91% 5.53% 4.43% 3.97% 5.56% 2.46% 1.78%
2025/04/21 9.76% 5.2% 12.68% 3.96% 4.8% 2.64% 11.13% 1.92% 1.1% 1.52%
2025/04/22 12.76% 5.68% 9.85% 3.56% 5.94% 4.91% 6.9% 3.57% 2.69% 7.46%
2025/04/23 11.99% 7.08% 9.69% 2.6% 5.33% 4.81% 9.28% 4.5% 2.66% 6.66%
2025/04/24 13.92% 7.84% 9.36% 3.84% 3.25% 4.99% 5.06% 4.56% 2.78% 6.41%
2025/04/25 12.71% 7.26% 8.37% 2.78% 5.73% 5.84% 5.52% 4.8% 2.04% 7.79%
2025/04/26 13.07% 10.16% 11.61% 5.28% 5.94% 4.32% 3.85% 5.83% 2.52% 2.24%
2025/04/27 11.23% 8.64% 10.48% 4.36% 7.6% 1.71% 9.66% 5.31% 2.34% 6.79%
2025/04/28 8.53% 7.64% 8.91% 5.29% 6.21% 1.96% 7.7% 5.28% 1.7% 9.49%
2025/04/29 9.28% 6.6% 8.73% 5.48% 4.57% 3.62% 3.72% 5.22% 1.67% 4.79%
2025/04/30 14.86% 10.15% 7.16% 5.94% 5.74% 4.67% 3.56% 3.11% 1.66% 0.59%

Copyright © Adthena. All rights reserved.

April saw dynamic shifts in PPC spend share. Booking.com led with fluctuations, peaking mid-month. Guesty and Lodgify showed steady growth, while Hotels.com and Skyscanner maintained moderate levels. By month’s end, Booking.com regained dominance.

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
2025/04/01 128
2025/04/02 125
2025/04/03 119
2025/04/04 123
2025/04/05 126
2025/04/06 124
2025/04/07 116
2025/04/08 132
2025/04/09 128
2025/04/10 130
2025/04/11 120
2025/04/12 118
2025/04/13 128
2025/04/14 129
2025/04/15 137
2025/04/16 135
2025/04/17 143
2025/04/18 132
2025/04/19 144
2025/04/20 126
2025/04/21 130
2025/04/22 143
2025/04/23 139
2025/04/24 126
2025/04/25 120
2025/04/26 121
2025/04/27 126
2025/04/28 134
2025/04/29 132
2025/04/30 124

Copyright © Adthena. All rights reserved.

April saw a dynamic shift in distinct advertisers, starting at 128 and peaking at 144 on April 19. The month concluded with a slight dip to 124, reflecting a fluctuating yet vibrant advertising landscape.

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
kayak.co.uk 3.43%
skyscanner.net 2.83%
thetrainline.com 1.82%
travelterminal.co.uk 1.47%
farecompare.com 1.18%
travelhaus.co.uk -1.08%
travelsupermarket.com -1.15%
premierinn.com -1.18%
rome2rio.com -3.5%
booking.com -3.68%

Copyright © Adthena. All rights reserved.

Kayak.co.uk soared with a 3.43% click share increase, while booking.com dropped by 3.68%. Skyscanner.net and thetrainline.com also gained, contrasting with declines for rome2rio.com and premierinn.com.

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 skyscanner.net hotels.com kayak.co.uk rome2rio.com thetrainline.com farecompare.com ebay.co.uk loveholidays.com cheapflights.co.uk
2025/04/01 14.76% 2.96% 4.88% 5.73% 4.76% 1.58% 1.61% 0.56% 5.98% 6.61%
2025/04/02 11.02% 3.6% 3.72% 10.42% 1.08% 1.26% 7.83% 15.09% 4.06% 8.51%
2025/04/03 14.17% 3.09% 1.58% 12.37% 4.54% 2.22% 1% 1.08% 6.39% 18.47%
2025/04/04 17.11% 3.1% 3.92% 8.93% 0% 1.81% 1.03% 3.03% 11.46% 7.34%
2025/04/05 7.97% 1.84% 5.89% 9.81% 6.73% 1.8% 0.12% 1.59% 18.9% 16.45%
2025/04/06 11.29% 3.9% 7.08% 3.5% 1.82% 3.18% 0.24% 24.22% 6.98% 0.76%
2025/04/07 9.38% 2.78% 3.84% 5.9% 4.43% 3.44% 1% 1.85% 3.87% 11.27%
2025/04/08 14.74% 3.5% 5.18% 5.63% 3.89% 6.5% 1.27% 2.29% 5.06% 3.91%
2025/04/09 13.19% 5.54% 5.49% 4.03% 4.45% 0.79% 1.94% 1.53% 4.56% 1.8%
2025/04/10 10.68% 2.87% 6.53% 9.85% 4.6% 2.36% 0.96% 2.38% 4.23% 17.53%
2025/04/11 13.77% 4.12% 4.71% 5.98% 4.01% 6.72% 1.22% 2.72% 6.1% 4.05%
2025/04/12 10.1% 5.69% 4.79% 5.11% 5.65% 2.99% 1.68% 19.06% 3.64% 11.52%
2025/04/13 9.37% 6.13% 4.74% 14.3% 3.2% 0.41% 1.64% 2.05% 2.47% 19.78%
2025/04/14 14.86% 6.31% 4.6% 9.66% 2.31% 2.96% 1.04% 0.65% 3.14% 27.39%
2025/04/15 14.56% 8.14% 7.55% 6.42% 3.32% 2.29% 2.76% 1.31% 2.5% 12.44%
2025/04/16 13.68% 6.58% 4.64% 8.27% 4.06% 1.8% 2.92% 2.16% 3.41% 14.89%
2025/04/17 12.86% 6.36% 3.97% 11.14% 2.37% 3.95% 10.86% 0.69% 2.37% 17.33%
2025/04/18 11.23% 6.07% 2.53% 5.69% 1.98% 4.35% 2.77% 0.33% 4.65% 21.12%
2025/04/19 13.36% 5.09% 3.77% 10.7% 1.2% 5.3% 1.55% 0% 2.91% 9.33%
2025/04/20 8.28% 7.89% 3.99% 6.32% 6.63% 9.7% 1.75% 0.42% 4.99% 3.13%
2025/04/21 6.65% 5.24% 3.18% 25.11% 3.42% 1.25% 2.04% 0.77% 1.68% 2.35%
2025/04/22 13.62% 7.54% 3.8% 10.71% 2.99% 1.98% 2.44% 0.5% 4.45% 17.62%
2025/04/23 7.57% 5.34% 2.04% 15.85% 0.95% 1.64% 7.32% 0.84% 7.38% 16.25%
2025/04/24 6.73% 3.46% 3.05% 7.64% 1.72% 3.22% 7.14% 17.04% 3.67% 14.38%
2025/04/25 12.38% 6.59% 1.92% 7.71% 3.14% 1.22% 5.24% 14.74% 2.61% 13.66%
2025/04/26 12.85% 8.49% 5.78% 6.37% 4.78% 6.01% 1.84% 1.17% 5.57% 5.72%
2025/04/27 9.35% 8.31% 3.8% 16.38% 3.07% 3.22% 1.72% 1.93% 4.81% 12.14%
2025/04/28 5.08% 5.65% 4.41% 11.08% 2.63% 4.37% 7.18% 6.14% 2.72% 20%
2025/04/29 8.48% 5.63% 5.56% 4.72% 3.35% 3.78% 3.15% 0.24% 2.7% 12.75%
2025/04/30 11.95% 5.57% 5.19% 4.3% 4.03% 3.42% 3.39% 2.44% 2.33% 0.77%

Copyright © Adthena. All rights reserved.

April 2025 saw dynamic shifts in PPC impressions. Booking.com fluctuated, peaking at 17.11% on April 4. Skyscanner.net steadily rose, reaching 8.49% on April 26. Kayak.co.uk spiked to 25.11% on April 21. Cheapflights.co.uk had a notable peak at 27.39% on April 14. The month concluded with diverse performances across domains.

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
    Flight scanner - Cheapflights flight search https://www.cheapflights.co.uk › flights

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

  2. 2
    Flight scanner https://www.farecompare.com

    Flights Scanner — All Fares in 1 Place - Book Now & Get the Best Price! Compare Rates & Find your Best Deal!

  3. 3
    75% Off Cheap Flights | 75% Off Cheap Flight https://www.flight-fare.com

    We Compare all of the top website for the US & around the globe to find the best prices.

  4. 4
    Flight scanner https://www.kayak.co.uk › flights

    Compare flights for free — KAYAK.co.uk. Join millions of happy users and find your ideal flight in under 5 minutes. The...

  5. 5
    Flight Cancellation Help - Call Us Anytime https://www.travelterminal.co.uk/

    Get assistance for extra baggage, booking updates, cancellations, and more with us. Flight schedule changed? Don’t stress! We help adjust your Flight booking with ease.

Copyright © Adthena. All rights reserved.

In the competitive world of flight search, Cheapflights.co.uk leads with trust, serving over 1 million travelers. Farecompare.com and Flight-fare.com emphasize comprehensive fare comparisons, while Kayak.co.uk promises quick, user-friendly searches. Travelterminal.co.uk stands out by offering personalized assistance for flight changes.

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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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