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UK Travel Destinations - PPC Market Share Analysis January 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Destinations category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 UK Travel Destinations 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
Domain	Share of clicks
loveholidays.com	14.24
iceland.co.uk	7.42
tui.co.uk	6.03
onthebeach.co.uk	5.21
jet2holidays.com	4.66
britishairways.com	4.11
easyjet.com	3.09
booking.com	2.98
virginatlantic.com	2.39
disneylandparis.com	2.24
others	47.63

Loveholidays.com leads with 14.24% click share, followed by Iceland.co.uk at 7.42%. Others dominate with 47.63%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Travel Destinations 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
Date	loveholidays.com	jet2holidays.com	tui.co.uk	onthebeach.co.uk	britishairways.com	easyjet.com	virginatlantic.com	disneyholidays.co.uk	booking.com	disneylandparis.com
2025/01/01	19.85%	6.05%	8.19%	4.19%	4.23%	4.04%	2.85%	0.08%	3.6%	2%
2025/01/02	21.47%	5.28%	7.03%	4.77%	4.67%	3.99%	2.98%	0.02%	4.24%	1.98%
2025/01/03	19.35%	6.47%	7.86%	4.9%	5.58%	4.41%	2.7%	0.06%	3.54%	1.68%
2025/01/04	19.91%	7.39%	8.58%	5.27%	5.01%	4.04%	3.22%	0%	3.65%	1.51%
2025/01/05	19.27%	6.79%	7.86%	3.71%	4.71%	3.51%	2.48%	0%	4.03%	1.26%
2025/01/06	16.87%	7.05%	8.45%	4.26%	4.9%	4.01%	3.18%	0.03%	4.11%	1.61%
2025/01/07	20.36%	5.98%	7.62%	4.01%	5.01%	3.85%	3.43%	0.08%	3.51%	1.96%
2025/01/08	19.43%	6.81%	8.31%	3.71%	4.28%	3.2%	2.02%	0.06%	3.36%	1.92%
2025/01/09	17.94%	6.61%	8.27%	4.19%	5.4%	4.08%	2.07%	0.18%	3.15%	2.43%
2025/01/10	17.84%	6.91%	7.65%	4.02%	4.4%	3.75%	2.02%	1.21%	2.63%	2.85%
2025/01/11	17.55%	7.68%	7.78%	3.85%	4.2%	4%	2.29%	2.37%	3.32%	2.57%
2025/01/12	16.72%	8.78%	8.09%	3.62%	3.49%	3.2%	2.58%	1.64%	3.83%	1.68%
2025/01/13	17.17%	7.12%	7.53%	4.36%	3.87%	3.6%	2.9%	1.88%	3.37%	1.69%
2025/01/14	16.59%	6.95%	7.63%	3.89%	4.43%	3.63%	3.27%	2.4%	3.06%	1.76%
2025/01/15	16.05%	6.94%	7.83%	4.03%	4.12%	3.48%	4.08%	2.06%	3.52%	2.18%
2025/01/16	17.73%	6.53%	8.17%	4.16%	5.35%	4.04%	2.08%	0.17%	3.1%	2.4%
2025/01/21	15.68%	6.86%	7.12%	4.74%	6.42%	4.87%	2.64%	2.51%	2.79%	1.94%
2025/01/22	15.73%	7.36%	7.48%	5.07%	6.32%	4.95%	2.83%	2.05%	2.45%	2.52%
2025/01/23	14.96%	6.83%	7.17%	4.61%	5.48%	4.78%	3.21%	2.14%	3%	2.71%
2025/01/24	15.52%	6.94%	6.98%	4.3%	7.28%	4.53%	3.35%	2.54%	2.71%	2.02%
2025/01/25	15.41%	7.06%	7.44%	4.4%	7.02%	4.86%	2.71%	2.59%	2.21%	1.76%
2025/01/26	14.72%	7.19%	7.58%	4.44%	6.03%	5.56%	2.2%	1.97%	2.43%	2.97%
2025/01/27	15.3%	5.64%	6.52%	5.05%	7.08%	5.13%	2.92%	2.8%	3.34%	2.62%
2025/01/28	16.3%	6.68%	8%	4.81%	6.86%	5.23%	2.33%	2.27%	2.51%	2.3%
2025/01/29	15.14%	5.99%	7.04%	4.84%	6%	4.7%	3.72%	3.08%	2.85%	3.06%
2025/01/30	15.49%	6.27%	6.17%	4.17%	5.33%	4.91%	4.19%	3.41%	3.18%	3.01%
2025/01/31	15.48%	7%	6.15%	5.71%	5.68%	4.52%	3.83%	3.08%	3.07%	2.99%

In January 2025, loveholidays.com led PPC spend, peaking early, then declining. Jet2holidays.com and tui.co.uk showed steady growth. Disneyholidays.co.uk surged mid-month, while disneylandparis.com remained stable. The month ended with diverse trends.

Market Exposure

Competitor Count for UK Travel Destinations

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
Date	Competitor Count
2025/01/01	2806
2025/01/02	2627
2025/01/03	2678
2025/01/04	2551
2025/01/05	2599
2025/01/06	2574
2025/01/07	2539
2025/01/08	2574
2025/01/09	2621
2025/01/10	2652
2025/01/11	2647
2025/01/12	2642
2025/01/13	2562
2025/01/14	2637
2025/01/15	2707
2025/01/16	2621
2025/01/21	2568
2025/01/22	2503
2025/01/23	2314
2025/01/24	2371
2025/01/25	2200
2025/01/26	2226
2025/01/27	2304
2025/01/28	2221
2025/01/29	2418
2025/01/30	2539
2025/01/31	2471

January began with 2,806 advertisers, fluctuating throughout the month. Mid-month saw a peak at 2,707, but numbers declined, ending at 2,471.

Campaign Efficiency

Market Loss & Market Gains for UK Travel Destinations

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
Name	Market Trend
disneyholidays.co.uk	1.79%
britishairways.com	1.54%
onthebeach.co.uk	1.51%
easyjet.com	1.05%
disneylandparis.com	0.56%
airbnb.co.uk	-0.8%
tower-london.com	-0.92%
tui.co.uk	-0.98%
finisterre.com	-1.18%
loveholidays.com	-1.71%

In the past month, disneyholidays.co.uk soared with a 1.79% click share increase, while loveholidays.com dropped by 1.71%.

Campaign Efficiency

UK Travel Destinations 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	loveholidays.com	jet2holidays.com	onthebeach.co.uk	britishairways.com	tui.co.uk	booking.com	easyjet.com	amazon.co.uk	virginatlantic.com	getyourguide.com
2025/01/01	16.22%	5.09%	3.16%	3.29%	6.01%	4.54%	2.75%	5.31%	2.07%	2.22%
2025/01/02	17.65%	4.53%	3.66%	3.54%	5.41%	5.41%	2.82%	4.33%	2.05%	2.63%
2025/01/03	16.2%	5.52%	3.73%	4.46%	5.83%	4.59%	3.34%	5.33%	1.86%	2.46%
2025/01/04	17.38%	6.55%	3.93%	3.89%	6.59%	4.88%	2.83%	1.12%	2.21%	2.59%
2025/01/05	15.67%	6.05%	2.68%	3.64%	5.94%	5.15%	2.35%	2.04%	1.63%	2.71%
2025/01/06	14.33%	6.05%	3.06%	3.71%	6.26%	5.22%	2.82%	1.62%	2.06%	2.41%
2025/01/07	17.06%	4.95%	3%	3.67%	5.37%	4.61%	2.67%	4.82%	2.25%	1.86%
2025/01/08	15.96%	5.71%	2.63%	3.12%	5.82%	4.19%	2.22%	4.58%	1.46%	1.98%
2025/01/09	15.36%	5.54%	3.28%	4.18%	5.67%	3.95%	2.89%	4.03%	1.42%	2.03%
2025/01/10	14.82%	5.96%	3.13%	3.23%	5.34%	3.34%	2.58%	3.86%	1.36%	2.13%
2025/01/11	14.91%	6.92%	2.96%	3.18%	5.66%	4.27%	2.82%	1.59%	1.6%	2.47%
2025/01/12	13.78%	7.88%	2.66%	2.66%	6.12%	5.13%	2.26%	0.92%	1.8%	2.34%
2025/01/13	13.81%	6.09%	3.39%	3.04%	5.44%	4.16%	2.41%	1.74%	1.84%	2.35%
2025/01/14	13.28%	6%	3.03%	3.45%	5.39%	4.02%	2.51%	2.24%	2.18%	2.52%
2025/01/15	13.03%	5.94%	2.99%	3.12%	5.33%	4.7%	2.36%	2.87%	2.86%	2.36%
2025/01/16	15.33%	5.53%	3.28%	4.18%	5.66%	3.93%	2.89%	4.01%	1.43%	2.02%
2025/01/21	12.44%	5.72%	4.17%	5.81%	4.38%	3.54%	3.98%	2.52%	1.93%	1.85%
2025/01/22	12.97%	6.69%	4.73%	5.55%	5.04%	3.3%	4.21%	1.83%	2.12%	1.44%
2025/01/23	11.57%	5.75%	4.09%	4.56%	4.43%	4.17%	4%	2.56%	2.33%	1.2%
2025/01/24	12.34%	5.71%	3.63%	6.25%	4.3%	3.65%	3.86%	1.44%	2.46%	0.93%
2025/01/25	13.56%	6.2%	4.11%	6.37%	4.67%	3%	4.29%	0.53%	1.94%	1.49%
2025/01/26	12.46%	6.34%	3.93%	5.66%	5.1%	3.31%	5.06%	1.81%	1.68%	1.6%
2025/01/27	12.15%	4.69%	4.39%	6.73%	4.4%	4.23%	4.35%	1.72%	2.05%	1.62%
2025/01/28	14.06%	5.89%	4.44%	6.29%	5.37%	3.32%	4.48%	0.9%	1.9%	1.43%
2025/01/29	12.95%	5.16%	4.19%	5.45%	4.61%	3.83%	3.96%	0.84%	2.78%	1.36%
2025/01/30	12.69%	5.27%	3.59%	4.58%	3.96%	4.18%	4.18%	2.04%	3.11%	1.14%
2025/01/31	12.51%	6.18%	4.94%	4.88%	4.04%	3.95%	3.74%	3.06%	2.64%	0.91%

In January 2025, loveholidays.com led with fluctuating impressions, peaking early at 17.65% and ending at 12.51%. Jet2holidays.com showed a steady rise, closing at 6.18%. On the other hand, onthebeach.co.uk and britishairways.com experienced growth, finishing at 4.94% and 4.88%, respectively. Meanwhile, amazon.co.uk and getyourguide.com saw declines, ending at 3.06% and 0.91%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Travel Destinations

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

1
Book a magical stay | Hotel & Ticket Packages https://www.disneylandparis.com
On Hotel Cheyenne & Ticket Package/2 adults/2 kids/4 nights/5 days/arrivals 23 Jul-30 Aug
2
Iceland Online | Get Your Delivery Today https://www.iceland.co.uk
Top Offers & Everyday Value Across Fresh, Frozen, Drinks & More At Iceland Food Warehouse. We Deliver Monday to Sunday, Between 8am and 9pm. New Delivery Slots Released Daily. Amazing Value.
3
Warm Holidays in January - Big Jet2 Sale, Save Up To £400 https://www.jet2holidays.com › january › deals
Our Award-Winning Real Package Holidays™ Include Flights, 22kg Baggage, Transfers & Hotel.
4
Disneyland Paris Holidays 2025 from £149 | loveholidays https://www.loveholidays.com
Low Deposits from £25pp & Monthly Payment Options at loveholidays™. ATOL Protected.
5
Book Your Holiday In New York - Super-Low £30pp Deposits https://www.onthebeach.co.uk
Pay Your Way With FlexiPay & Spread The Cost Of Your Holiday. We Keep Things Easy-Breezy! Book...

In the competitive world of travel PPC, Disneyland Paris and loveholidays captivate with magical family packages and flexible payment options. Jet2holidays entices with significant savings on warm January getaways. Iceland.co.uk stands out with convenient daily delivery slots, while On the Beach offers flexible payment plans for New York adventures.

Frequently Asked Questions

Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
The PPC Marketing Share Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

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With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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The PPC Market Share Report 2024 is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
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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

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