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UK Travel Travel Technology - PPC Market Share Analysis April 2026

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.

Travel Technology – UK

Google AI Overview visibility for Travel Travel Technology UK

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 6.59526663575
93.4047333643
6%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 23
77
23%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 12%
Transactional 3%
Navigational 4%
Seasonal 1%
Local 0%
Problem Solving 9%

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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
Share of Clicks - Last month
Domain Share of clicks
skyscanner.net 92.03
britishairways.com 2.08
flight-fare.com 1.43
cheapflights.co.uk 0.98
kayak.co.uk 0.85
booking.com 0.83
save70.com 0.28
rome2rio.com 0.25
bestflightsprices.com 0.22
thetrainline.com 0.11
others 0.94
  • skyscanner.net - 92.03%
  • britishairways.com - 2.08%
  • flight-fare.com - 1.43%
  • cheapflights.co.uk - 0.98%
  • kayak.co.uk - 0.85%
  • booking.com - 0.83%
  • save70.com - 0.28%
  • rome2rio.com - 0.25%
  • bestflightsprices.com - 0.22%
  • thetrainline.com - 0.11%
  • others - 0.94%

Copyright © Adthena. All rights reserved.

Skyscanner.net dominates with 92.03% click share, overshadowing British Airways at 2.08%. Others collectively hold 0.94%, 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
Share of Spend - Last Month
Date skyscanner.net flight-fare.com kayak.co.uk booking.com bestflightsprices.com save70.com cheapflights.co.uk lodgify.com tui.co.uk britishairways.com
2026/04/01 84.1% 2.17% 2.76% 1.41% 0.01% 0.28% 1.92% 0.42% 0.07% 3.77%
2026/04/02 66.51% 10.16% 5.08% 4.97% 0.01% 4.21% 1.96% 0.38% 0.05% 3.72%
2026/04/03 71.94% 4.83% 5.79% 6.18% 2.83% 2.42% 1.37% 0.47% 0.08% 0.02%
2026/04/04 74.94% 5.23% 2.03% 4.33% 0% 0.17% 4.97% 0.27% 0.04% 6.34%
2026/04/05 82.76% 4.58% 2.43% 2.84% 0% 0.2% 2.7% 0.25% 0.07% 2.24%
2026/04/06 79.64% 4.33% 1.66% 1.74% 0% 0.15% 1.52% 0.27% 3.09% 5.29%
2026/04/07 69.96% 8.73% 4.66% 4.14% 0% 1.58% 3.11% 0.25% 0.04% 5.43%
2026/04/08 56.65% 7.3% 1.61% 2.25% 0.02% 0.47% 3.07% 0.89% 0.06% 21.38%
2026/04/09 79.29% 5.28% 1.54% 2.37% 3.68% 0.09% 2.99% 0.67% 0.07% 0.04%
2026/04/10 74.84% 5.61% 2.63% 1.88% 0% 0.38% 4.8% 0.41% 0.03% 6.82%
2026/04/11 68.04% 2.36% 4.3% 4.25% 1.74% 0.11% 4.69% 0.37% 0.05% 8.49%
2026/04/12 79.65% 1.77% 1.89% 2.41% 0% 0.11% 1.92% 0.27% 0.06% 9.79%
2026/04/13 69.77% 2.35% 3.85% 3.31% 0% 0.26% 3.32% 0.83% 0.11% 12.66%
2026/04/14 77.33% 3.55% 2.41% 1.75% 0% 0.07% 4.44% 0.29% 0.05% 8.04%
2026/04/15 80.64% 4.55% 3.75% 1.75% 0% 0.25% 3.79% 0.34% 0.06% 2.86%
2026/04/16 79.81% 4.73% 2.66% 1.5% 1.32% 0.28% 4.45% 0.25% 0.02% 3.77%
2026/04/17 77.82% 3.25% 3.9% 2.04% 1.45% 0.29% 4.5% 0.17% 1.07% 4.15%
2026/04/18 77.49% 1.58% 3.88% 2.75% 0.04% 0.21% 3.36% 0.27% 0.01% 8.87%
2026/04/19 82.27% 4.8% 2.69% 3.65% 0.01% 0.25% 2.12% 0.16% 0.66% 2.49%
2026/04/20 80.44% 2.62% 2.58% 2.44% 0.01% 0.25% 3.32% 0.33% 0.03% 6.32%
2026/04/21 78.27% 2.38% 1.45% 1.45% 0% 0.12% 2.47% 0.4% 0.02% 11.37%
2026/04/22 60.58% 2% 3.07% 2.03% 0.01% 0.33% 2.19% 0.69% 0.08% 25.37%
2026/04/23 32.79% 2.97% 5.06% 2.89% 0.04% 0.37% 3.24% 1.22% 0.13% 42.93%
2026/04/24 68.41% 2.34% 2.07% 1.44% 0% 0.05% 1.91% 0.42% 0.09% 18.7%
2026/04/25 65.09% 8.89% 2.39% 1.71% 0% 0.47% 1.7% 0.67% 0.04% 14.12%
2026/04/26 73.76% 2.58% 2.51% 2.05% 0.01% 0.3% 1.24% 0.87% 0.08% 11.52%
2026/04/27 74.41% 2.87% 3.89% 2.14% 0% 0.5% 2.26% 1.09% 0.13% 5.77%
2026/04/28 59.74% 10.46% 5.04% 1.54% 2.51% 2.08% 1.38% 0.48% 0.09% 13.82%
2026/04/29 79.84% 4.84% 2.06% 1.31% 0% 0.09% 2.35% 0.52% 0.02% 6.35%
2026/04/30 65.48% 12.32% 6.01% 5.77% 2.89% 2.58% 1.56% 0.52% 0.03% 0.01%
  • skyscanner.net
  • flight-fare.com
  • kayak.co.uk
  • booking.com
  • bestflightsprices.com
  • save70.com
  • cheapflights.co.uk
  • lodgify.com
  • tui.co.uk
  • britishairways.com

Copyright © Adthena. All rights reserved.

April saw Skyscanner.net dominate with fluctuating spend shares, peaking at 84.1% and dipping to 32.79%. BritishAirways.com surged mid-month, reaching 42.93% on April 23. The month concluded with Skyscanner.net leading, despite volatility.

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
Competitor Count - Last month
Date Competitor Count
2026/04/01 115
2026/04/02 118
2026/04/03 118
2026/04/04 111
2026/04/05 120
2026/04/06 121
2026/04/07 126
2026/04/08 114
2026/04/09 122
2026/04/10 113
2026/04/11 120
2026/04/12 116
2026/04/13 113
2026/04/14 109
2026/04/15 107
2026/04/16 111
2026/04/17 101
2026/04/18 110
2026/04/19 114
2026/04/20 104
2026/04/21 115
2026/04/22 106
2026/04/23 113
2026/04/24 121
2026/04/25 115
2026/04/26 114
2026/04/27 119
2026/04/28 104
2026/04/29 107
2026/04/30 105

Copyright © Adthena. All rights reserved.

April saw fluctuating advertiser numbers, peaking at 126 on April 7. The month concluded with a slight dip, ending at 105.

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
Market Loss & Market Gains - Last month
Name Market Trend
britishairways.com 1.29%
trtltravel.com 0.08%
rome2rio.com 0.07%
kayak.co.uk 0.07%
ebay.co.uk 0.04%
flightsearchdirect.com -0.06%
bestflightsprices.com -0.08%
flight-fare.com -0.14%
cheapflights.co.uk -0.34%
skyscanner.net -0.86%

Copyright © Adthena. All rights reserved.

British Airways soared with a 1.29% click share increase, while Skyscanner plummeted by 0.86%. Trtltravel and Rome2rio saw modest gains.

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 skyscanner.net flight-fare.com kayak.co.uk booking.com save70.com bestflightsprices.com cheapflights.co.uk loveholidays.com tui.co.uk britishairways.com
2026/04/01 78.73% 3.75% 3.99% 2.29% 0.42% 0.03% 3.32% 0.25% 0.04% 3.64%
2026/04/02 56.64% 16.39% 5.61% 5.36% 7.16% 0.01% 2.68% 0.26% 0.04% 3.29%
2026/04/03 61.61% 7.21% 6.31% 7.29% 4.19% 3.91% 2.18% 0.7% 3.98% 0.02%
2026/04/04 65.28% 8.54% 3.16% 7% 0.3% 0% 8.27% 0.44% 0.03% 5.9%
2026/04/05 73.71% 7.69% 3.8% 5.81% 0.3% 0% 4.68% 0.2% 0.06% 2.12%
2026/04/06 72.68% 6.9% 2.55% 2.98% 0.26% 0% 2.6% 0.18% 5.01% 4.97%
2026/04/07 60.42% 14.05% 5.87% 5.44% 2.78% 0% 4.7% 0.17% 0.04% 4.89%
2026/04/08 50.69% 12.31% 2.09% 3.38% 0.65% 0.02% 4.37% 0.35% 0.06% 20.85%
2026/04/09 71.59% 8.68% 2.17% 3.58% 0.15% 5.46% 4.41% 0.34% 0.05% 0.04%
2026/04/10 66.64% 9.12% 3.59% 2.93% 0.58% 0% 8.09% 0.42% 0.02% 6.33%
2026/04/11 61.21% 4.11% 5.45% 5.75% 0.2% 2.64% 7.87% 0.36% 0.04% 8%
2026/04/12 73.81% 2.72% 3.21% 5.27% 0.23% 0% 3.37% 0.22% 0.04% 9.46%
2026/04/13 62.47% 4.09% 5.17% 6.24% 0.43% 0.05% 5.84% 0.41% 0.08% 12.19%
2026/04/14 70.22% 5.72% 3.61% 3.08% 0.1% 0% 7.63% 0.18% 0.05% 7.67%
2026/04/15 72.57% 6.92% 5.83% 3.2% 0.5% 0% 6.6% 0.17% 0.05% 2.71%
2026/04/16 69.05% 7.35% 4.22% 3.09% 0.51% 1.74% 7.55% 0.2% 0.02% 3.5%
2026/04/17 66.85% 5.17% 6.19% 4.23% 0.63% 1.95% 7.77% 0.22% 1.91% 3.85%
2026/04/18 67.82% 2.5% 6.2% 5.57% 0.44% 0.07% 5.84% 0.12% 0.01% 9.81%
2026/04/19 71.44% 7.44% 4.36% 8.23% 0.5% 0.01% 3.68% 0.08% 1.17% 2.33%
2026/04/20 71.91% 3.95% 4.14% 5.01% 0.54% 0.02% 5.84% 0.1% 0.02% 6.92%
2026/04/21 72.94% 3.83% 2.14% 2.45% 0.2% 0.02% 4.33% 0.13% 0.01% 12.13%
2026/04/22 54.89% 3.17% 3.99% 2.7% 0.56% 0.01% 3.62% 0.25% 0.05% 27.47%
2026/04/23 30.44% 4.13% 5.94% 3.73% 0.6% 0.09% 5.18% 0.44% 0.09% 42.7%
2026/04/24 61.54% 3.85% 2.83% 2.39% 0.08% 0% 3.35% 0.24% 0.05% 19.36%
2026/04/25 56.01% 14.36% 3.28% 2.96% 0.79% 0% 2.47% 0.32% 0.02% 14.85%
2026/04/26 67.35% 3.84% 3.74% 3.56% 0.51% 0.02% 2.11% 0.42% 0.05% 13.2%
2026/04/27 67.79% 4.1% 5.09% 3.14% 0.92% 0% 3.92% 0.56% 0.09% 8.48%
2026/04/28 50.32% 15.77% 5.45% 1.99% 3.4% 3.02% 2.1% 0.18% 0.06% 15.14%
2026/04/29 72.86% 7.37% 3.1% 2.07% 0.14% 0% 4.04% 0.16% 0.01% 7.51%
2026/04/30 54.85% 18.73% 6.82% 5.96% 4.4% 4.07% 2.47% 0.23% 0.02% 0.01%
  • skyscanner.net
  • flight-fare.com
  • kayak.co.uk
  • booking.com
  • save70.com
  • bestflightsprices.com
  • cheapflights.co.uk
  • loveholidays.com
  • tui.co.uk
  • britishairways.com

Copyright © Adthena. All rights reserved.

In April 2026, Skyscanner’s impression share fluctuated, peaking at 78.73% and ending at 54.85%. British Airways surged mid-month, reaching 42.7% on April 23, before dropping to 0.01% by month’s end.

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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Google Text Ad Copy Insights & Creative Trends for UK Travel Travel Technology - Last month
  1. 1
    Book Direct, No Hidden Charges - British Airways Official Site https://www.britishairways.com

    Book direct & save. Let us make every journey as special as you are.

  2. 2
    Cheapflights flight search - Find your flight in 5 minutes https://www.cheapflights.co.uk

    Find cheap flights easily. Filter results for your perfect trip. Book now.

  3. 3
    Google flight tickets https://www.flight-fare.com › cheap › flights

    75% Off Google flight tickets — The Cheapest Flights, Discounted Flights, and Travel Last Minute Deals.

  4. 4
    KAYAK flight search - Compare flights for free https://www.kayak.co.uk › flights

    Find cheap flights easily. Filter results for your perfect trip. Book now. Better deals with one easy...

  5. 5
    Skyscanner https://www.skyscanner.net

    Search, Compare and Book Now — Check 1000s Flight Deals Online. Find Cheap Flights with Skyscanner®. Book Now! Find Flights To...

Copyright © Adthena. All rights reserved.

British Airways emphasizes transparency with “No Hidden Charges,” while Cheapflights and KAYAK focus on ease and speed in finding affordable flights. Flight-fare.com highlights significant discounts, and Skyscanner promotes comprehensive deal comparisons. Each ad uniquely appeals to budget-conscious travelers.

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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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