Log in Book a Demo

UK Travel Travel Technology - PPC Market Share Analysis March 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.

See more data

AIO Frequency

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

Frequency Percentage
Frequency 5.91326414575
94.0867358543
5%

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 22
78
22%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 14%
Transactional 3%
Navigational 5%
Seasonal 1%
Local 0%
Problem Solving 10%

Copyright © Adthena. All rights reserved.

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.

See more data
Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
skyscanner.net 82.92
britishairways.com 3.02
flight-fare.com 2.65
cheapflights.co.uk 1.72
booking.com 1.12
rome2rio.com 1.07
bestflightsprices.com 0.99
save70.com 0.95
kayak.co.uk 0.87
lastminute.com 0.47
others 4.22
  • skyscanner.net - 82.92%
  • britishairways.com - 3.02%
  • flight-fare.com - 2.65%
  • cheapflights.co.uk - 1.72%
  • booking.com - 1.12%
  • rome2rio.com - 1.07%
  • bestflightsprices.com - 0.99%
  • save70.com - 0.95%
  • kayak.co.uk - 0.87%
  • lastminute.com - 0.47%
  • others - 4.22%

Copyright © Adthena. All rights reserved.

Skyscanner.net dominates with 82.92% click share, overshadowing British Airways at 3.02%. Others collectively hold 4.22%, 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. 

See more data
Share of Spend - Last Month
Share of Spend - Last Month
Date skyscanner.net britishairways.com cheapflights.co.uk flight-fare.com booking.com kayak.co.uk lodgify.com lastminute.com save70.com bestflightsprices.com
2026/03/01 40.95% 10.83% 8.29% 0.82% 3.42% 2.57% 1.37% 0.42% 0.05% 13.39%
2026/03/02 57.74% 8.34% 2.75% 1.67% 3.62% 2.22% 2.91% 0.64% 0.59% 0.14%
2026/03/03 45.68% 10.92% 13.29% 0.93% 2.4% 2.94% 1.81% 0.79% 0.23% 9.46%
2026/03/04 66.55% 6.37% 6.83% 0.83% 2.36% 2.26% 1% 0.27% 0.06% 5.61%
2026/03/05 50.35% 7.94% 1.79% 13.2% 4.01% 3.99% 2.65% 1.47% 0.48% 0.06%
2026/03/06 77.96% 3.82% 1.16% 10.86% 1.18% 0.69% 0.45% 0.11% 0.13% 0.01%
2026/03/07 66.87% 6.44% 3.98% 2.11% 3.89% 2.65% 1.67% 0.34% 0.15% 0.04%
2026/03/08 50.71% 0.57% 4.27% 2.35% 8.19% 1.87% 2.86% 2.03% 0.35% 0.03%
2026/03/09 60.37% 11.38% 0.32% 0.62% 4.35% 0.79% 1.56% 1% 6.85% 0.03%
2026/03/10 35.99% 0.18% 11.39% 13.12% 3.48% 4.81% 1.72% 1.55% 0.1% 14.43%
2026/03/11 69.14% 5.69% 1.21% 0.81% 3% 2.03% 1.44% 0.46% 6.82% 0.09%
2026/03/12 77.77% 3.66% 1.85% 0.56% 2.95% 0.39% 0.91% 0.33% 4.46% 0.02%
2026/03/13 78.12% 0.04% 2.69% 0.81% 4.74% 1.38% 1.83% 0.61% 0.19% 0.02%
2026/03/14 56.46% 18.81% 7.18% 0.89% 2.19% 1.87% 1.38% 2.69% 0.12% 0%
2026/03/15 66.78% 5.68% 2.65% 1.89% 3.16% 3.06% 1.78% 3.2% 0.23% 0.01%
2026/03/16 83.03% 3.17% 0.95% 1.24% 1.74% 0.57% 1.22% 1.01% 0.09% 0%
2026/03/17 56.7% 0.01% 1.37% 12.15% 2.44% 12.02% 1.79% 0.28% 0.07% 0.02%
2026/03/18 62.72% 0.15% 4.24% 3.86% 5.67% 1.38% 2.73% 0.35% 0.24% 0.03%
2026/03/19 85.25% 0% 1.74% 1.23% 2.97% 0.87% 0.92% 0.57% 0.13% 0%
2026/03/20 42.11% 0.05% 8.53% 16.27% 6.21% 4.36% 1.61% 0.81% 7.54% 0.01%
2026/03/21 81.71% 0% 1.38% 7.71% 2.21% 0.79% 0.85% 0.11% 0.11% 0.02%
2026/03/22 72.88% 0.14% 2.12% 2.61% 2.66% 1.8% 1.84% 2.38% 0.21% 0.04%
2026/03/23 59.29% 0.14% 2.26% 2.23% 4.63% 2.04% 2.6% 3.21% 0.18% 11.62%
2026/03/24 56.66% 0.01% 1.37% 12.14% 2.44% 12.02% 1.8% 0.28% 0.07% 0.02%
2026/03/25 85.45% 0% 0.69% 1.28% 2.03% 1.51% 1.55% 0.33% 0.64% 0%
2026/03/26 82.21% 0.01% 1.28% 1.48% 4.92% 0.93% 1.79% 0.37% 0.04% 0%
2026/03/27 71.93% 0.01% 3.27% 3.62% 3.36% 3.1% 3.05% 1.08% 0.13% 0%
2026/03/28 53.9% 0.01% 0.99% 14.47% 4.1% 3.6% 1.73% 11.1% 0.09% 0.01%
2026/03/29 38.26% 0% 13.25% 25.69% 1.63% 1.31% 1.07% 1.04% 0.04% 10.69%
2026/03/30 64.67% 0% 5.66% 13.87% 1.89% 1.51% 1.35% 0.77% 3.93% 0.01%
2026/03/31 68.09% 9.26% 3.12% 2.72% 2.38% 2.08% 2.07% 0.55% 0.15% 0.01%
  • skyscanner.net
  • britishairways.com
  • cheapflights.co.uk
  • flight-fare.com
  • booking.com
  • kayak.co.uk
  • lodgify.com
  • lastminute.com
  • save70.com
  • bestflightsprices.com

Copyright © Adthena. All rights reserved.

In March 2026, Skyscanner dominated PPC spend, peaking at 85.45%. British Airways fluctuated, ending at 9.26%. Cheapflights and Flight-fare saw sporadic spikes. Booking.com maintained steady presence, while Kayak and Lodgify showed minor variations.

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. 

See more data
Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/03/01 110
2026/03/02 108
2026/03/03 108
2026/03/04 116
2026/03/05 118
2026/03/06 110
2026/03/07 109
2026/03/08 105
2026/03/09 105
2026/03/10 111
2026/03/11 117
2026/03/12 104
2026/03/13 123
2026/03/14 112
2026/03/15 108
2026/03/16 114
2026/03/17 115
2026/03/18 111
2026/03/19 104
2026/03/20 111
2026/03/21 96
2026/03/22 101
2026/03/23 108
2026/03/24 115
2026/03/25 97
2026/03/26 97
2026/03/27 94
2026/03/28 99
2026/03/29 103
2026/03/30 92
2026/03/31 104

Copyright © Adthena. All rights reserved.

March saw fluctuating advertiser numbers, peaking at 123 on March 13, then declining to 92 by month’s end.

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.

See more data
Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
skyscanner.net 3.22%
flight-fare.com 0.91%
rome2rio.com 0.21%
lastminute.com 0.2%
cheapflights.co.uk 0.18%
thetrainline.com -0.06%
mapsinternational.co.uk -0.07%
opodo.co.uk -0.14%
save70.com -0.25%
britishairways.com -4.41%

Copyright © Adthena. All rights reserved.

Skyscanner.net soared with a 3.22% click share increase, while britishairways.com plummeted by 4.41%. Flight-fare.com and rome2rio.com also gained traction.

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.

See more data
Date skyscanner.net britishairways.com cheapflights.co.uk flight-fare.com kayak.co.uk booking.com loveholidays.com lastminute.com save70.com bestflightsprices.com
2026/03/01 34.47% 14.59% 9.77% 1.21% 2.22% 2.08% 0.49% 0.17% 0.08% 14.9%
2026/03/02 53.25% 18.8% 3.98% 2.59% 2.43% 2.34% 1.38% 0.34% 0.84% 0.15%
2026/03/03 33.38% 19.64% 14.82% 0.93% 2.09% 1.25% 0.65% 0.32% 0.29% 9.82%
2026/03/04 57.85% 14.02% 9.29% 1.09% 2.52% 1.91% 1.08% 0.16% 0.13% 7.07%
2026/03/05 44.41% 16.99% 2.28% 18.84% 3.53% 1.99% 1.22% 1.82% 0.71% 0.07%
2026/03/06 66.6% 9.77% 1.9% 16% 1.01% 0.9% 0.32% 0.07% 0.24% 0.01%
2026/03/07 62.65% 15.05% 5.86% 3.23% 2.24% 2.34% 1.14% 0.28% 0.21% 0.05%
2026/03/08 45.1% 0.44% 7.63% 6.35% 2.47% 7.68% 2.6% 4.28% 0.85% 0.04%
2026/03/09 54.47% 21.61% 0.19% 0.64% 0.53% 3.03% 0.68% 1.12% 11% 0.03%
2026/03/10 32.01% 0.11% 20.44% 17.03% 3.45% 1.5% 0.96% 1.79% 0.12% 15.84%
2026/03/11 61.1% 12.65% 1.54% 0.93% 1.49% 1.84% 0.54% 0.3% 12.85% 0.78%
2026/03/12 73.03% 7.8% 2.12% 1.54% 0.45% 2.26% 0.42% 0.18% 8.01% 0.02%
2026/03/13 76.24% 0.03% 4.6% 1.19% 1.77% 4.93% 0.61% 0.93% 0.4% 0.03%
2026/03/14 44.68% 24.4% 8.9% 1.55% 1.71% 1.48% 0.59% 11.08% 0.23% 0.01%
2026/03/15 63.97% 11.27% 4.17% 3% 2.77% 1.99% 0.61% 4.64% 0.37% 0.01%
2026/03/16 79.95% 7.86% 1.76% 1.98% 0.7% 1.21% 0.48% 0.66% 0.15% 0%
2026/03/17 60.11% 0.01% 0.96% 13.1% 11.95% 1.26% 1.85% 0.19% 0.12% 0.03%
2026/03/18 66.21% 0.07% 5.87% 5.59% 1.76% 4.49% 0.84% 0.28% 0.4% 0.04%
2026/03/19 83.17% 0% 2.26% 2.11% 1.5% 3.51% 0.62% 1.01% 0.25% 0%
2026/03/20 32.81% 0.02% 13.22% 14.08% 4.22% 4.87% 0.68% 0.98% 21.42% 0.07%
2026/03/21 78.79% 0% 2.8% 10.3% 1.32% 2.46% 0.43% 0.1% 0.25% 0.03%
2026/03/22 75.86% 0.07% 1.72% 3.71% 2.51% 1.9% 0.89% 2.46% 0.28% 0.06%
2026/03/23 56.68% 0.08% 3.38% 3.35% 3.23% 3.89% 1.06% 3.92% 0.29% 15.89%
2026/03/24 60.11% 0.01% 0.96% 13.1% 11.95% 1.26% 1.85% 0.19% 0.12% 0.03%
2026/03/25 84.04% 0% 1.37% 2.39% 3.11% 1.62% 0.61% 0.29% 0.96% 0%
2026/03/26 81.2% 0.01% 2.38% 2.72% 1.56% 5.88% 0.65% 0.3% 0.06% 0%
2026/03/27 76.48% 0.01% 4.43% 5.47% 2.74% 2.5% 0.67% 1.76% 0.14% 0%
2026/03/28 54.04% 0.01% 1.37% 16.67% 3.37% 3.47% 0.86% 14.42% 0.14% 0.02%
2026/03/29 39.43% 0% 17.59% 26.8% 1.35% 1.16% 1.35% 0.58% 0.06% 7.86%
2026/03/30 56.16% 0% 8.19% 18.44% 1.51% 1.6% 0.46% 0.96% 7.94% 0.02%
2026/03/31 59.1% 13.48% 5.98% 5.66% 2.91% 2.6% 1.01% 0.32% 0.22% 0.02%
  • skyscanner.net
  • britishairways.com
  • cheapflights.co.uk
  • flight-fare.com
  • kayak.co.uk
  • booking.com
  • loveholidays.com
  • lastminute.com
  • save70.com
  • bestflightsprices.com

Copyright © Adthena. All rights reserved.

Skyscanner.net dominated March with fluctuating impressions, peaking at 84.04% on the 25th. Britishairways.com saw a decline, ending at 13.48%. Cheapflights.co.uk and flight-fare.com had sporadic highs, while save70.com and bestflightsprices.com remained low.

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.

See more data
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. Experience world class service and renowned hospitality with no hidden charges.

  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 Cheap Flight Tickets — The Best Flight Comparison Website, Search now for Cheap Airline Flights and Start Saving

  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.

  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 direct booking with no hidden charges, highlighting world-class service. Cheapflights and KAYAK focus on ease and speed in finding affordable flights. Flight-fare offers significant discounts, while Skyscanner promotes comprehensive flight comparisons. Each ad targets cost-conscious travelers seeking convenience.

Frequently Asked Questions

Customer Success Stories

Avanti West Coast case study: Boosts revenue and cuts costs with winning PPC strategy

Avanti West Coast needed a more efficient PPC strategy to maximize their paid search investment. Leveraging Adthena’s Lone Ranger and Head-to-Head Competitor reports, they identified opportunities to cut costs on brand terms and reinvest savings into generic search campaigns. Read case study

Monitoring brand terms and managing collaborator agreements for Nordic Choice

Nordic Choice Hotels is one of the largest hotel groups in the Nordic region. With a vast network of collaborators, and operating in a highly competitive industry, Nordic Choice required a competitive intelligence solution to improve digital performance and help solve complex challenges in search.Read case study

Increased revenue and reduced advertising costs for Eurostar

Eurostar is the only dedicated passenger train provider between continental Europe and the UK, but with fierce competition from other transport methods, it needed to prevent competitors and resellers from bidding aggressively on its brand. Read case study

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.

Related reports

US
AUS