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UK Travel Travel Technology - PPC Market Share Analysis June 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 11.095616466
88.904383534
11%

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 28
72
28%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 12%
Transactional 3%
Navigational 5%
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 94.06
flight-fare.com 1.82
booking.com 0.59
kayak.co.uk 0.47
cheapflights.co.uk 0.46
save70.com 0.45
ebay.co.uk 0.35
easyjet.com 0.25
rome2rio.com 0.21
tripsinsider.com 0.17
others 1.17
  • skyscanner.net - 94.06%
  • flight-fare.com - 1.82%
  • booking.com - 0.59%
  • kayak.co.uk - 0.47%
  • cheapflights.co.uk - 0.46%
  • save70.com - 0.45%
  • ebay.co.uk - 0.35%
  • easyjet.com - 0.25%
  • rome2rio.com - 0.21%
  • tripsinsider.com - 0.17%
  • others - 1.17%

Copyright © Adthena. All rights reserved.

Skyscanner.net dominates with 94.06% click share, overshadowing others. Flight-fare.com follows at 1.82%, while Booking.com holds 0.59%. The “others” category collectively captures 1.17%.

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 tui.co.uk kayak.co.uk booking.com easyjet.com cheapflights.co.uk save70.com tripsinsider.com ebay.co.uk
2026/05/01 82.3% 7.56% 0.01% 1.41% 2.01% 0.17% 1.97% 0.67% 0.1% 0.07%
2026/05/02 50.61% 14.89% 0.05% 7.56% 3.1% 0.33% 2.52% 15.73% 0.1% 0.03%
2026/05/03 74.72% 11.67% 0.04% 2.53% 2.51% 0.27% 2.32% 0.32% 0.03% 0.12%
2026/05/04 77.36% 2.38% 0.08% 2.96% 4.36% 0.35% 2.12% 0.99% 0.09% 0.04%
2026/05/05 74.53% 4.02% 0.05% 3.54% 5.55% 0.4% 2.79% 0.36% 0.08% 0.17%
2026/05/06 80.23% 5.83% 0.04% 3.47% 3.74% 0.02% 2.52% 0.34% 0.02% 0.04%
2026/05/07 67.78% 8.6% 0.02% 3.48% 8.09% 0.1% 2.75% 1.69% 0.06% 0.33%
2026/05/08 76.93% 3.9% 0.03% 4.84% 7.47% 0.08% 2.65% 0.47% 0.05% 0.03%
2026/05/09 76.38% 6.57% 0.03% 2.85% 4.42% 0.05% 2.98% 2.47% 0.06% 0.01%
2026/05/10 75.84% 9.18% 0.03% 3.36% 4.63% 0.11% 2.87% 1.64% 0.15% 0.05%
2026/05/11 75.51% 8.72% 0.03% 3.26% 2.62% 0.14% 3.23% 3.21% 0.12% 0.51%
2026/05/12 61.86% 16.93% 0.04% 3.6% 1.18% 0.18% 5.31% 5.14% 0.56% 0.88%
2026/05/13 61.45% 13.74% 5.83% 2.97% 0.88% 6.4% 2.17% 1.62% 0.68% 0.11%
2026/05/14 72.98% 9.44% 0.06% 3.18% 3.56% 0.15% 2.33% 2.08% 1.17% 0.41%
2026/05/15 76.93% 3.9% 0.03% 4.84% 7.47% 0.08% 2.65% 0.47% 0.05% 0.03%
2026/05/16 80.4% 8.56% 0.02% 1% 0.93% 0.06% 1.94% 2.92% 1.5% 0.16%
2026/05/17 75.88% 7.21% 0.04% 1.06% 0.96% 6.18% 0.78% 3.43% 1.44% 0.2%
2026/05/18 71.37% 14.31% 0.1% 0.53% 1.27% 0.13% 0.86% 4.75% 1.47% 0.39%
2026/05/19 75.93% 5.97% 3.1% 0.81% 1.08% 0.05% 1.16% 4.25% 1.6% 1.19%
2026/05/20 75.82% 7.2% 6.09% 1.52% 1.01% 0.04% 2.54% 1.05% 1.1% 1.21%
2026/05/21 68.07% 8.91% 5.84% 1.32% 0.68% 6.27% 1.48% 1.17% 0.85% 2.68%
2026/05/22 84.37% 4.75% 0.07% 1.54% 0.82% 0.06% 1.58% 1.69% 1.36% 0.73%
2026/05/23 73.31% 10.25% 6.04% 1.48% 0.52% 0.05% 1.26% 2.92% 1.51% 0.8%
2026/05/24 74.5% 11.01% 0.06% 1.09% 0.78% 0.05% 1.02% 5.57% 2.27% 0.77%
2026/05/25 69.46% 11.51% 0.07% 1.73% 2.73% 5.05% 1.42% 0.71% 1.2% 1.2%
2026/05/26 66.79% 11.22% 0.05% 3.85% 3.64% 4.98% 2.88% 1.27% 0.87% 0.89%
2026/05/27 71.87% 12.63% 0.04% 2.76% 3.18% 0.07% 2.79% 0.45% 0.61% 1.72%
2026/05/28 67.69% 12.85% 1.94% 2.65% 3.3% 4.13% 1.44% 0.66% 0.71% 0.7%
2026/05/29 76.4% 10.98% 0.04% 2.36% 2.29% 0.05% 1.72% 0.72% 1.12% 1.35%
2026/05/30 66.67% 14.37% 0.18% 1.94% 2.86% 0.02% 0.67% 3.7% 0.9% 0.52%
2026/05/31 71.38% 10.54% 2.27% 2.2% 1.94% 1.5% 1.42% 0.94% 0.82% 0.68%
  • skyscanner.net
  • flight-fare.com
  • tui.co.uk
  • kayak.co.uk
  • booking.com
  • easyjet.com
  • cheapflights.co.uk
  • save70.com
  • tripsinsider.com
  • ebay.co.uk

Copyright © Adthena. All rights reserved.

Skyscanner.net dominated May 2026, peaking at 84.37% on May 22. Flight-fare.com surged mid-month, while Tui.co.uk and Kayak.co.uk maintained low shares. The month concluded with Skyscanner.net leading.

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
2026/05/01 112
2026/05/02 95
2026/05/03 110
2026/05/04 106
2026/05/05 110
2026/05/06 117
2026/05/07 120
2026/05/08 120
2026/05/09 113
2026/05/10 115
2026/05/11 129
2026/05/12 125
2026/05/13 130
2026/05/14 136
2026/05/15 120
2026/05/16 130
2026/05/17 133
2026/05/18 128
2026/05/19 128
2026/05/20 127
2026/05/21 134
2026/05/22 123
2026/05/23 125
2026/05/24 130
2026/05/25 145
2026/05/26 150
2026/05/27 137
2026/05/28 139
2026/05/29 136
2026/05/30 137
2026/05/31 139

Copyright © Adthena. All rights reserved.

May began with 112 advertisers, fluctuating mid-month, peaking at 150 on May 26. The month concluded with 139 advertisers, indicating a strong finish.

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
flight-fare.com 0.3%
ebay.co.uk 0.29%
tui.co.uk 0.14%
tripsinsider.com 0.13%
rome2rio.com 0.11%
opodo.co.uk -0.04%
cheapflights.co.uk -0.23%
kayak.co.uk -0.23%
booking.com -0.39%
skyscanner.net -0.39%

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Booking.com and Skyscanner.net saw a -0.39% drop, while Flight-fare.com gained 0.30%. Ebay.co.uk increased by 0.29%, and Tui.co.uk rose by 0.14%.

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 esky.co.uk booking.com cheapflights.co.uk save70.com tui.co.uk tripsinsider.com ebay.co.uk
2026/05/01 80.32% 8.39% 1.92% 0.05% 2.55% 3.07% 1.06% 0.01% 0.12% 0.2%
2026/05/02 48.6% 16.32% 9.26% 0.14% 4.14% 4.4% 13.75% 0.04% 0.15% 0.09%
2026/05/03 71.4% 12.61% 3.58% 0.14% 2.99% 3.8% 0.51% 0.03% 0.04% 0.28%
2026/05/04 77.04% 3.4% 3.84% 0.06% 5.17% 3.32% 1.41% 0.04% 0.14% 0.1%
2026/05/05 74.01% 5.17% 4.41% 0% 6.63% 3.93% 0.45% 0.02% 0.1% 0.33%
2026/05/06 74.57% 6.87% 4.91% 0.01% 5.2% 3.79% 0.55% 0.02% 0.03% 0.07%
2026/05/07 57.69% 12.27% 5.1% 0.17% 10.85% 4.27% 3.2% 0.01% 0.09% 0.27%
2026/05/08 67.45% 5.22% 7.14% 0.27% 11.14% 4.15% 0.83% 0.03% 0.07% 0.1%
2026/05/09 71.08% 7.91% 4.01% 0.22% 6.04% 3.97% 2.55% 0.02% 0.09% 0.02%
2026/05/10 68.87% 12% 4.55% 0.25% 6.19% 4.08% 2.42% 0.03% 0.21% 0.1%
2026/05/11 68.81% 11.35% 4.54% 0.49% 3.45% 4.8% 3.52% 0.01% 0.17% 1.2%
2026/05/12 55.33% 19.87% 4.83% 1.22% 1.23% 7.03% 5.19% 0.02% 0.74% 2.2%
2026/05/13 60.3% 17.25% 4.33% 1.15% 0.97% 3.33% 2.64% 3.81% 0.97% 0.22%
2026/05/14 66.84% 12.55% 4.27% 1.45% 3.79% 3.31% 3.22% 0.05% 1.58% 0.65%
2026/05/15 67.45% 5.22% 7.14% 0.27% 11.14% 4.15% 0.83% 0.03% 0.07% 0.1%
2026/05/16 76.02% 10.98% 1.36% 0.56% 1.07% 2.58% 3.57% 0.01% 2.18% 0.32%
2026/05/17 75.63% 8.86% 1.55% 0.28% 1.17% 1.32% 4.26% 0.17% 2.21% 0.4%
2026/05/18 65.82% 16.66% 0.72% 0.88% 1.52% 1.4% 4.89% 0.06% 2.08% 0.68%
2026/05/19 72.14% 7.03% 1.11% 0.35% 1.43% 1.71% 5.26% 1.88% 2.3% 1.55%
2026/05/20 72.74% 9.06% 2.24% 0.08% 1.24% 4.06% 1.84% 3.87% 1.67% 1.69%
2026/05/21 66.72% 10.42% 1.95% 0.05% 0.71% 2.31% 2.16% 3.86% 1.31% 2.53%
2026/05/22 79.82% 6.39% 2.23% 0.12% 0.91% 2.41% 2.98% 0.18% 2.09% 0.89%
2026/05/23 70.41% 12.86% 2.17% 0.09% 0.54% 1.89% 3.76% 3.75% 2.15% 1.1%
2026/05/24 69.88% 12.97% 1.46% 0.09% 0.82% 1.48% 6.81% 0.05% 3.22% 0.96%
2026/05/25 66.36% 14.31% 2.43% 0.2% 3.71% 2.07% 1.26% 0.05% 1.77% 1.22%
2026/05/26 61.05% 13.23% 4.86% 0.32% 4.68% 4.18% 2.13% 0.09% 1.21% 1.12%
2026/05/27 64.21% 15.07% 3.74% 1.85% 4.18% 4.01% 0.82% 0.06% 0.83% 2.11%
2026/05/28 64.4% 15.37% 3.75% 1.29% 3.85% 2.14% 0.92% 1.21% 1% 1.17%
2026/05/29 70.45% 13.95% 3.37% 0.66% 3.03% 2.43% 1.23% 0.04% 1.61% 1.1%
2026/05/30 61.3% 16.43% 2.7% 1.82% 3.63% 0.97% 3.46% 0.06% 1.27% 0.64%
2026/05/31 66.92% 13.58% 3.2% 2.56% 2.17% 2.16% 1.45% 1.35% 1.17% 1.05%
  • skyscanner.net
  • flight-fare.com
  • kayak.co.uk
  • esky.co.uk
  • booking.com
  • cheapflights.co.uk
  • save70.com
  • tui.co.uk
  • tripsinsider.com
  • ebay.co.uk

Copyright © Adthena. All rights reserved.

Skyscanner.net dominated May 2026, peaking at 80.32% on the 1st, but fluctuated throughout. Flight-fare.com and kayak.co.uk trailed, with modest shares. By month’s end, Skyscanner.net maintained a strong lead at 66.92%.

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
    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.

  2. 2
    easyJet.com | Flight Tracker https://www.easyjet.com

    Arrival and departure information for all easyJet flights, including live updates from our Operations Control Centre and real-time plane tracking using FlightRadar24.

  3. 3
    Cheapest Flight Search - Unsold Seats -75% https://www.flight-fare.com › cheap › flights

    The Cheapest Flights, Discounted Flights, and Travel Last Minute Deals. We Compare all of the top...

  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. KAYAK.co.uk. Join millions of...

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

    Search, Compare and Book Now — Find Flights To Anywhere, Any Time. Your Flight Search Starts Here! Check 1000s Flight Deals...

Copyright © Adthena. All rights reserved.

In the competitive world of travel PPC, Cheapflights.co.uk and Kayak.co.uk captivate with ease and efficiency, promising quick, tailored searches. EasyJet.com stands out with real-time flight tracking, while Flight-fare.com lures with deep discounts. Skyscanner.net offers comprehensive comparisons, ensuring travelers find the best deals effortlessly.

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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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