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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 11.6809309355
88.3190690645
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 26
74
26%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 11%
Transactional 2%
Navigational 6%
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 91.35
cheapflights.co.uk 1.67
kayak.co.uk 1.65
flight-fare.com 1.51
booking.com 1.25
save70.com 0.69
tripsinsider.com 0.4
ebay.co.uk 0.39
rome2rio.com 0.22
skyscanner.co.in 0.13
others 0.74
  • skyscanner.net - 91.35%
  • cheapflights.co.uk - 1.67%
  • kayak.co.uk - 1.65%
  • flight-fare.com - 1.51%
  • booking.com - 1.25%
  • save70.com - 0.69%
  • tripsinsider.com - 0.4%
  • ebay.co.uk - 0.39%
  • rome2rio.com - 0.22%
  • skyscanner.co.in - 0.13%
  • others - 0.74%

Copyright © Adthena. All rights reserved.

Skyscanner.net dominates with 91.35% click share, overshadowing others. Cheapflights.co.uk and Kayak.co.uk follow, while ‘others’ collectively hold 0.74%.

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 kayak.co.uk booking.com cheapflights.co.uk tripsinsider.com save70.com loveholidays.com esky.co.uk flight-fare.com ebay.co.uk
2026/06/01 76.04% 2.31% 2.12% 2.05% 0.48% 3.34% 0.37% 1.29% 8.15% 0.75%
2026/06/02 62.52% 6.3% 3.7% 5.47% 0.84% 1.08% 0.27% 0.48% 16.25% 0.49%
2026/06/03 55.97% 6.09% 5.52% 4.91% 1.07% 1.04% 0.13% 2.5% 19.25% 0.78%
2026/06/04 61.59% 9.55% 2.24% 4.35% 0.55% 1.44% 0.2% 0.03% 16.9% 0.95%
2026/06/05 60.77% 10.14% 2.41% 4.58% 1.4% 3.03% 0.34% 0.04% 13.99% 0.62%
2026/06/06 62.8% 9.6% 3.15% 4.55% 1.28% 3.81% 0.39% 0.07% 11.11% 0.8%
2026/06/07 62.21% 10.09% 2.62% 5.4% 1.01% 2.3% 0.4% 0.1% 13.25% 0.59%
2026/06/08 58.94% 13.45% 6.72% 6.6% 0.79% 1.43% 0.34% 0.06% 8.34% 0.76%
2026/06/09 59.98% 11.88% 6.72% 8.61% 0.54% 1.88% 0.21% 0.15% 7.37% 0.49%
2026/06/10 58.83% 12.39% 8.78% 7.83% 0.72% 1.13% 0.19% 0.1% 6.69% 0.92%
2026/06/11 56.24% 15.29% 6.14% 7.53% 0.92% 1.69% 0.21% 0.29% 8.55% 0.59%
2026/06/12 60.39% 9.84% 5.95% 6.95% 1.8% 3.17% 0.2% 0.54% 7.94% 1.22%
2026/06/13 56.87% 8.72% 7.82% 4.13% 1.67% 2.86% 0.28% 0.23% 14.71% 0.78%
2026/06/14 56.39% 8.35% 10.74% 4.73% 1.41% 3.83% 0.29% 0.41% 10.1% 1.26%
2026/06/15 54.9% 11.05% 9.68% 5.52% 1.79% 3.89% 0.3% 0.19% 10.56% 0.48%
2026/06/16 52.14% 8.91% 9.27% 6.85% 4.76% 4.45% 0.45% 0.12% 10.39% 0.84%
2026/06/17 51.48% 8.09% 8.57% 7.56% 3.85% 6.36% 0.16% 0.05% 11.54% 0.55%
2026/06/18 54.14% 8.39% 7.52% 6.22% 3.63% 6.12% 0.14% 0.07% 11.32% 0.44%
2026/06/19 51.99% 9.97% 6.57% 11.88% 3.51% 6.67% 0.14% 0.16% 6.81% 0.76%
2026/06/20 56.48% 9.86% 7.05% 13.43% 4.16% 7.1% 0.15% 0.21% 0.12% 0.05%
2026/06/21 55.18% 10.22% 9.21% 14.93% 2.37% 6.09% 0.14% 0.52% 0.24% 0.02%
2026/06/22 58.71% 15.38% 6.51% 11.55% 1.92% 4.19% 0.12% 0.29% 0.37% 0.08%
2026/06/23 59.1% 13.17% 6.07% 12.14% 2.99% 4.6% 0.12% 0.11% 0.4% 0.01%
2026/06/24 49.17% 14.47% 6.82% 16.19% 4.4% 7.04% 0.13% 0.02% 0.15% 0.09%
2026/06/25 4.56% 26.93% 10.19% 35.75% 5.53% 9.12% 0.87% 0.86% 1.11% 0.01%
2026/06/26 18.98% 22.2% 13.61% 27.23% 4.31% 8.68% 0.25% 0.67% 0.35% 0.02%
2026/06/27 16.12% 19.05% 22.22% 24.36% 3.22% 4.42% 0.49% 0.72% 0.91% 0.08%
2026/06/28 37% 17.21% 13.87% 13.72% 3.46% 4.54% 0.37% 0.9% 0.08% 0.07%
2026/06/29 8.47% 22.27% 23.88% 12.65% 3.6% 3.31% 1.57% 5.52% 1.21% 0.59%
2026/06/30 27.5% 23.06% 14.09% 12.92% 7.56% 2.51% 2.02% 1.38% 0.97% 0.22%
  • skyscanner.net
  • kayak.co.uk
  • booking.com
  • cheapflights.co.uk
  • tripsinsider.com
  • save70.com
  • loveholidays.com
  • esky.co.uk
  • flight-fare.com
  • ebay.co.uk

Copyright © Adthena. All rights reserved.

Skyscanner’s spend share plummeted from 76.04% to 27.5% in June. Meanwhile, Kayak and Booking.com gained momentum, ending at 23.06% and 14.09%, respectively.

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
2026/06/01 146
2026/06/02 141
2026/06/03 137
2026/06/04 145
2026/06/05 140
2026/06/06 143
2026/06/07 140
2026/06/08 144
2026/06/09 149
2026/06/10 140
2026/06/11 140
2026/06/12 140
2026/06/13 133
2026/06/14 136
2026/06/15 131
2026/06/16 121
2026/06/17 131
2026/06/18 134
2026/06/19 126
2026/06/20 124
2026/06/21 112
2026/06/22 109
2026/06/23 120
2026/06/24 117
2026/06/25 107
2026/06/26 108
2026/06/27 102
2026/06/28 115
2026/06/29 111
2026/06/30 107

Copyright © Adthena. All rights reserved.

June saw a dynamic shift in advertiser numbers, starting at 146 and ending at 107. Mid-month fluctuations highlighted a decline, with a notable dip to 102 on June 27.

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
cheapflights.co.uk 1.81%
kayak.co.uk 0.68%
save70.com 0.61%
booking.com 0.58%
tripsinsider.com 0.45%
easyjet.com -0.03%
skyscanner.com -0.03%
ebay.co.uk -0.35%
flight-fare.com -1.32%
skyscanner.net -2.79%

Copyright © Adthena. All rights reserved.

Cheapflights.co.uk soared with a 1.81% click share increase, while Skyscanner.net plummeted by 2.79%.

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 kayak.co.uk cheapflights.co.uk booking.com tripsinsider.com save70.com loveholidays.com flight-fare.com esky.co.uk ebay.co.uk
2026/06/01 69.23% 3.22% 3.04% 2.72% 0.68% 3.37% 0.37% 10.65% 1.63% 1.63%
2026/06/02 71.18% 3.87% 4.32% 2.7% 0.66% 0.86% 0.23% 12.61% 0.34% 0.86%
2026/06/03 64.57% 3.79% 4.06% 4.23% 0.84% 0.82% 0.09% 15.03% 1.88% 1.77%
2026/06/04 69.8% 5.9% 3.56% 1.76% 0.43% 1.25% 0.13% 13.66% 0.02% 1.9%
2026/06/05 68.46% 6.26% 3.9% 1.77% 1.08% 2.7% 0.33% 12.14% 0.03% 1.09%
2026/06/06 70.19% 5.89% 3.75% 2.34% 0.98% 3.45% 0.44% 9.2% 0.05% 1.64%
2026/06/07 70.57% 6.14% 4.38% 2.01% 0.78% 2.01% 0.43% 10.68% 0.07% 1.23%
2026/06/08 67.61% 8.42% 5.32% 5.2% 0.62% 1.47% 0.34% 7.09% 0.04% 1.48%
2026/06/09 67.21% 7.27% 7.03% 5.18% 0.45% 2.66% 0.13% 7.21% 0.1% 0.86%
2026/06/10 66.59% 7.72% 6.32% 6.75% 0.57% 1.81% 0.12% 5.9% 0.08% 1.85%
2026/06/11 63.99% 9.69% 6.15% 4.78% 0.74% 2.21% 0.19% 8.36% 0.23% 1.06%
2026/06/12 66.04% 5.84% 5.39% 4.37% 1.34% 3.9% 0.17% 8.72% 0.33% 2.34%
2026/06/13 62.62% 5.27% 3.32% 5.8% 1.29% 4.07% 0.17% 14.07% 0.18% 1.6%
2026/06/14 61.92% 5.1% 3.71% 8.03% 1.05% 5.29% 0.27% 9.74% 0.29% 2.38%
2026/06/15 61.2% 6.84% 4.46% 7.48% 1.37% 4.9% 0.28% 11.02% 0.17% 0.83%
2026/06/16 60.06% 5.63% 5.58% 7.36% 3.82% 4.11% 0.57% 9.46% 0.12% 1.73%
2026/06/17 59.41% 5.18% 6.31% 6.68% 3.07% 5.85% 0.14% 10.58% 0.08% 1.22%
2026/06/18 62.47% 5.31% 5.03% 5.88% 2.87% 5.25% 0.17% 10.07% 0.05% 0.9%
2026/06/19 60.61% 6.36% 9.79% 4.97% 2.79% 5.78% 0.09% 6.42% 0.16% 1.6%
2026/06/20 65.59% 6.31% 10.99% 5.61% 3.4% 6.31% 0.09% 0.15% 0.18% 0.1%
2026/06/21 66.61% 5.81% 13.7% 6.29% 1.65% 4.33% 0.1% 0.24% 0.33% 0.03%
2026/06/22 64.19% 11.79% 10.21% 4.59% 4.5% 3.24% 0.07% 0.32% 0.2% 0.19%
2026/06/23 69.34% 8.23% 9.85% 4.56% 2.38% 3.79% 0.12% 0.47% 0.08% 0.02%
2026/06/24 59.23% 9.4% 13.61% 5.48% 3.69% 6.42% 0.09% 0.19% 0.02% 0.23%
2026/06/25 4.29% 22.21% 38.16% 10.11% 5.73% 10.01% 1.28% 1.77% 0.84% 0.05%
2026/06/26 23.77% 17.2% 27.47% 12.77% 4.28% 9.24% 0.18% 0.41% 0.59% 0.05%
2026/06/27 19.89% 14.67% 25.21% 20.85% 3.33% 4.91% 0.38% 1.85% 0.66% 0.22%
2026/06/28 47.71% 12.17% 12.31% 11.75% 3.25% 4.77% 0.27% 0.1% 0.71% 0.18%
2026/06/29 8.17% 19.51% 14.34% 23.66% 3.85% 3.49% 1.35% 1.52% 4.82% 1.52%
2026/06/30 34.09% 17.02% 13.96% 12.12% 7.2% 3.08% 2.4% 1.4% 1.22% 0.59%
  • skyscanner.net
  • kayak.co.uk
  • cheapflights.co.uk
  • booking.com
  • tripsinsider.com
  • save70.com
  • loveholidays.com
  • flight-fare.com
  • esky.co.uk
  • ebay.co.uk

Copyright © Adthena. All rights reserved.

Skyscanner’s dominance waned in June, starting strong at 69.23% but plummeting to 34.09%. Meanwhile, Kayak and Cheapflights gained traction, ending at 17.02% and 13.96%, respectively. Booking.com surged mid-month, peaking at 23.66%.

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 - Compare flights for free https://www.cheapflights.co.uk

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

  2. 2
    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...

  3. 3
    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.

  4. 4
    -70% Cheapest Flight Deals - -70% Last Min. Flight Deals https://www.save70.com/2026-promo/cheap-airfare

    Worried About Cancellation? Refundable Tickets Available. Flights to Eveywhere. 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 flight searches, advertisers like Cheapflights, Flight-Fare, KAYAK, Save70, and Skyscanner dominate with enticing offers. Themes of affordability and convenience shine through, with promises of discounted rates, last-minute deals, and easy booking processes. Each ad emphasizes unique selling propositions, such as refundable tickets and comprehensive comparisons, capturing the essence of seamless travel 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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