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UK Travel Travel Technology - PPC Market Share Analysis August 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 17.2930052502
82.7069947498
17%

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 18
82
18%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 6%
Transactional 3%
Navigational 28%
Seasonal 0%
Local 0%
Problem Solving 6%

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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 88.42
kayak.co.uk 4.31
booking.com 2.12
cheapflights.co.uk 1.4
rome2rio.com 0.96
ebay.co.uk 0.29
skyscanner.co.in 0.26
britishairways.com 0.24
thetrainline.com 0.22
lastminute.com 0.16
others 1.62
  • skyscanner.net - 88.42%
  • kayak.co.uk - 4.31%
  • booking.com - 2.12%
  • cheapflights.co.uk - 1.4%
  • rome2rio.com - 0.96%
  • ebay.co.uk - 0.29%
  • skyscanner.co.in - 0.26%
  • britishairways.com - 0.24%
  • thetrainline.com - 0.22%
  • lastminute.com - 0.16%
  • others - 1.62%

Copyright © Adthena. All rights reserved.

In the travel PPC landscape, Skyscanner.net dominates with 88.42% click share, overshadowing others like Kayak.co.uk at 4.31%. ‘Others’ collectively hold 1.62%.

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 kayak.co.uk skyscanner.net cheapflights.co.uk easyjet.com booking.com lodgify.com flight-fare.com skyscanner.co.in britishairways.com lastminute.com
2026/08/01 14.1% 40.79% 6.4% 0.3% 21.31% 1.3% 3.3% 0% 0.1% 0.72%
2026/08/02 10.05% 25.81% 4.65% 0.22% 11.68% 1.01% 1.28% 0% 38.9% 0.18%
2026/08/03 20.81% 10.46% 14.3% 0.52% 33.53% 2.13% 1.3% 0% 0.38% 0.96%
2026/08/04 8.57% 70.37% 2.48% 0.05% 9.06% 0.51% 0.66% 0% 0.12% 1.01%
2026/08/05 24.64% 29.76% 10.29% 0.02% 19.3% 1.15% 1.46% 0.83% 0.15% 0.9%
2026/08/06 73.91% 6.1% 6.17% 0.21% 6.81% 0.95% 0.59% 0.03% 0.15% 0.71%
2026/08/07 32.13% 8.94% 11.94% 0.16% 27.24% 2.52% 1.85% 0% 0.4% 1.58%
2026/08/08 15.96% 59.78% 4.3% 0% 14.18% 0.37% 0.22% 0% 0.09% 0.15%
2026/08/09 26.82% 65.34% 1.3% 0.03% 4.64% 0.11% 0.3% 0% 0.04% 0.04%
2026/08/10 71.1% 20.32% 1.67% 0.03% 4.08% 0.3% 0.22% 0.07% 0.01% 0.13%
2026/08/11 9.52% 60.65% 2.14% 0.33% 18.47% 1.23% 0.2% 0% 0.14% 0.74%
2026/08/12 3.81% 86.15% 1.51% 0.04% 4.73% 0.3% 0.33% 0% 0.08% 0.76%
2026/08/13 22.53% 62.5% 4.9% 0.06% 6.66% 0.15% 0.31% 0.53% 0.02% 0.59%
2026/08/14 3.19% 89.75% 1.09% 0.1% 2.94% 0.16% 0.13% 0.45% 0.05% 0.69%
2026/08/15 8.73% 69.36% 2.44% 0.1% 9.59% 0.46% 0.17% 0% 0.17% 2.81%
2026/08/16 4.75% 61.56% 0.93% 0.11% 27.42% 0.23% 0.07% 0% 0.06% 1.76%
2026/08/17 26.18% 65.52% 2.02% 0.07% 3.13% 0.17% 0.22% 0% 0.11% 0.49%
2026/08/18 9.54% 68.39% 3.2% 0.12% 11.87% 0.33% 0.63% 0% 0.14% 0.86%
2026/08/19 15.01% 17.7% 9.12% 0.27% 35.18% 1.94% 1.98% 0% 0.56% 4.75%
2026/08/20 6.18% 80.05% 1.74% 0.07% 7.25% 0.46% 0.57% 0% 0.14% 0.87%
2026/08/21 21.65% 35.28% 8.19% 0.45% 15.3% 1.22% 2.5% 0% 0.29% 0.88%
2026/08/22 62.68% 20.7% 3.18% 0.26% 6.43% 0.54% 0.61% 0% 0.08% 1.16%
2026/08/23 7.48% 69.41% 3.06% 0.35% 7.83% 0.6% 0.56% 4.55% 0.15% 0.57%
2026/08/24 7.17% 56.59% 3.04% 0.17% 27.13% 0.3% 0.13% 2.33% 0.1% 0.02%
2026/08/25 6.75% 74.94% 2.56% 3.74% 5.96% 0.37% 0.42% 0.43% 0.16% 0.16%
2026/08/26 60.04% 21.29% 3.63% 0.1% 6.48% 0.51% 0.67% 0.66% 0.12% 0.07%
2026/08/27 20.08% 44.9% 6.65% 0.48% 13.44% 0.88% 0.71% 1.76% 0.49% 0.23%
2026/08/28 55.47% 25.86% 3.3% 0.16% 9.6% 0.4% 0.15% 0.25% 0.3% 0.47%
2026/08/29 59.52% 25.75% 4.33% 0.14% 5.84% 0.28% 0.05% 0.56% 0.13% 0%
2026/08/30 57.83% 24.68% 3.81% 0.16% 6.98% 0.46% 0.41% 0.7% 0.13% 0.23%
2026/08/31 56.13% 18.08% 12.62% 4.58% 4.04% 0.39% 0.2% 0.18% 0.16% 0%
  • kayak.co.uk
  • skyscanner.net
  • cheapflights.co.uk
  • easyjet.com
  • booking.com
  • lodgify.com
  • flight-fare.com
  • skyscanner.co.in
  • britishairways.com
  • lastminute.com

Copyright © Adthena. All rights reserved.

In August 2026, Kayak.co.uk’s PPC spend peaked mid-month, while Skyscanner.net maintained high levels throughout. Cheapflights.co.uk and Easyjet.com showed minimal fluctuations. The month concluded with consistent trends.

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
2026/08/01 96
2026/08/02 95
2026/08/03 93
2026/08/04 89
2026/08/05 106
2026/08/06 100
2026/08/07 93
2026/08/08 81
2026/08/09 92
2026/08/10 96
2026/08/11 95
2026/08/12 100
2026/08/13 108
2026/08/14 95
2026/08/15 90
2026/08/16 91
2026/08/17 98
2026/08/18 95
2026/08/19 92
2026/08/20 91
2026/08/21 98
2026/08/22 96
2026/08/23 97
2026/08/24 95
2026/08/25 99
2026/08/26 102
2026/08/27 98
2026/08/28 98
2026/08/29 88
2026/08/30 87
2026/08/31 94

Copyright © Adthena. All rights reserved.

August saw fluctuating advertiser numbers, peaking at 108 on the 13th. The month concluded with 94 advertisers, reflecting a dynamic 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
Market Loss & Market Gains - Last month
Name Market Trend
kayak.co.uk 3.72%
booking.com 1.17%
cheapflights.co.uk 1.11%
rome2rio.com 1.04%
skyscanner.co.in 0.51%
fijiairways.com -0%
crosscountrytrains.co.uk -0%
malaysiaairlines.com -0%
lastminute.com -0.01%
skyscanner.net -9.57%

Copyright © Adthena. All rights reserved.

Kayak.co.uk soared with a 3.72% click share increase, while Skyscanner.net plummeted by 9.57%. Booking.com, Cheapflights.co.uk, and Rome2rio.com also saw positive 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 kayak.co.uk cheapflights.co.uk skyscanner.net booking.com flight-fare.com esky.co.uk rome2rio.com ebay.co.uk britishairways.com lastminute.com
2026/08/01 22.87% 10.36% 27.87% 26.3% 2.34% 3.23% 0.51% 0.8% 0.07% 0.39%
2026/08/02 21.54% 7.15% 16.98% 16.75% 1.31% 0.66% 0.31% 1.15% 29.14% 0.06%
2026/08/03 32.17% 17.31% 5.78% 31.23% 1.08% 0.57% 1.17% 0.87% 0.32% 0.32%
2026/08/04 16.75% 4.42% 59.77% 11.43% 0.9% 0.62% 0.35% 1.11% 0.12% 0.38%
2026/08/05 37.13% 16% 17.29% 19.26% 1.32% 0.06% 0.31% 0.74% 0.12% 0.25%
2026/08/06 61.23% 16.23% 5.45% 9.12% 1.17% 0.21% 0.71% 0.29% 0.19% 0.48%
2026/08/07 45.03% 14.58% 3.47% 23.3% 1.62% 2.32% 1.15% 0.76% 0.27% 0.52%
2026/08/08 26.82% 7.3% 42.05% 18.75% 0.31% 1.24% 0.17% 0.25% 0.07% 0.04%
2026/08/09 23.93% 3.02% 62.82% 7.98% 0.24% 0.39% 0.26% 0.13% 0.04% 0.02%
2026/08/10 56.97% 4.25% 27.09% 8.05% 0.3% 0.04% 0.29% 0.04% 0.02% 0.24%
2026/08/11 17.75% 2.87% 47.66% 24.33% 0.17% 0.16% 0.7% 0.96% 0.13% 0.32%
2026/08/12 9% 3.23% 75.92% 7.68% 0.27% 0.45% 0.25% 0.81% 0.08% 0.54%
2026/08/13 20.45% 9.46% 59.9% 6.59% 0.35% 0.26% 0.07% 0.51% 0.03% 0.56%
2026/08/14 7.68% 1.9% 82.82% 4.78% 0.18% 0.08% 0.07% 0.17% 0.06% 0.59%
2026/08/15 17.2% 4.26% 57.84% 12.59% 0.15% 0% 0.43% 0.61% 0.19% 2.06%
2026/08/16 10.44% 1.72% 50.11% 32.13% 0.21% 0.42% 0.33% 0.4% 0.06% 1.36%
2026/08/17 20.63% 5.03% 64.4% 5.92% 0.31% 1.2% 0.24% 0.45% 0.11% 0.35%
2026/08/18 18.47% 5.83% 51.5% 16.29% 1.07% 1.31% 0.67% 0.45% 0.13% 0.61%
2026/08/19 22.04% 8.21% 11.35% 42.44% 1.84% 0% 1.53% 1.55% 0.47% 2.38%
2026/08/20 14.65% 3.47% 66.36% 11.51% 0.45% 0.24% 0.25% 0.37% 0.11% 0.49%
2026/08/21 36.65% 14.12% 22.24% 14.67% 2.07% 0.56% 0.99% 0.78% 0.2% 0.37%
2026/08/22 51.49% 8.34% 20.85% 11.64% 0.56% 0.23% 0.59% 0.81% 0.11% 1.2%
2026/08/23 16.68% 5.81% 56.12% 11.93% 0.75% 0.62% 0.66% 0.87% 0.16% 0.33%
2026/08/24 15.43% 5.79% 48.29% 26.02% 0.25% 0.07% 0.3% 0.07% 0.11% 0.01%
2026/08/25 15.13% 5.42% 61.33% 9.02% 0.89% 0.22% 0.46% 1.45% 0.15% 0.08%
2026/08/26 47.52% 8.48% 22.04% 10.76% 1.3% 0.21% 0.45% 2.4% 0.11% 0.04%
2026/08/27 33.62% 12.42% 28.09% 14.69% 0.53% 0.41% 0.72% 1.56% 0.42% 0.11%
2026/08/28 45.75% 8.51% 23.66% 15.17% 0.27% 0.35% 0.59% 0.19% 0.31% 0.66%
2026/08/29 49.37% 10.64% 21.45% 12.3% 0.16% 0.35% 0.57% 0.22% 0.14% 0%
2026/08/30 45.84% 8.43% 23.33% 12.65% 0.98% 0.5% 0.7% 1.02% 0.14% 0.14%
2026/08/31 48.95% 22.26% 13.89% 6.85% 0.39% 0.35% 0.32% 0.26% 0.14% 0%
  • kayak.co.uk
  • cheapflights.co.uk
  • skyscanner.net
  • booking.com
  • flight-fare.com
  • esky.co.uk
  • rome2rio.com
  • ebay.co.uk
  • britishairways.com
  • lastminute.com

Copyright © Adthena. All rights reserved.

In August 2026, Kayak.co.uk’s impression share fluctuated, peaking at 61.23% on the 6th. Skyscanner.net saw a high of 82.82% on the 14th. By month’s end, Kayak.co.uk led with 48.95%, while Skyscanner.net dropped to 13.89%.

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
    Booking.com | Compare airlines and prices https://www.booking.com

    Book your next flight with us. Easily compare airlines and prices. Book everything you need for your trip, from Hotels to Flights. No hidden fees.

  2. 2
    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.

  3. 3
    cheapflights.co.uk - Save 25% or more on flights https://www.cheapflights.co.uk

    Better deals with one easy search. Compare cheap flights to find your best fit.

  4. 4
    Find cheap flights now - Compare flights for free https://www.kayak.co.uk › flights

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

  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, Booking.com leads with a comprehensive approach, offering seamless booking from flights to hotels. British Airways emphasizes direct booking with a personal touch. Cheapflights.co.uk and Kayak.co.uk focus on affordability and ease, while Skyscanner highlights extensive search capabilities.

Frequently Asked Questions

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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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