Why
Cut waste & build efficient growth from Google Ads
- Campaign EfficiencySolutions to ensure you hit performance targets
- Market ExposureSolutions to boost your market share
- Brand Coverage and ProtectionSolutions to drive growth with your brand
What
Award-winning search intelligence with Gen AI analysis
- TechnologyProprietary market-leading AI technology
- Our DataUnique data with zero privacy concerns
  - Our Differentiated Data
  - Data Integrations
- Demo & CostsSee Adthena in action and get started
Who
Results for enterprise customers & agencies
- Our CustomersDiscover success stories across the verticals
- Our ExpertsMeet our world-class experts and Gen AI analyst
Measure
Measure your success in Google Ads
- Metrics to gauge & improve ROI
  - Vertical Market Share Reports
  - Search Performance Score – coming soon!
Resources
Read about Adthena & digest search resources
- EducationalSearch intelligence resources for you to digest
- CompanyDiscover all you need to know about Adthena

UK Travel Activities - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Activities 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 Activities 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
getyourguide.com	9.65
tripadvisor.co.uk	6.78
viator.com	6.66
virginexperiencedays.co.uk	5.67
onthebeach.co.uk	3.35
pocruises.com	2.97
loveholidays.com	2.92
attractiontickets.com	2.19
booking.com	2.01
jet2holidays.com	1.96
others	55.84

In the travel PPC landscape, ‘others’ dominate with 55.84% click share. ‘GetYourGuide.com’ leads individual advertisers at 9.65%, followed by ‘Tripadvisor.co.uk’ at 6.78%.

Market Exposure

Share of Spend for the top 10 UK Travel Activities 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	getyourguide.com	tripadvisor.co.uk	viator.com	jet2holidays.com	loveholidays.com	pocruises.com	booking.com	iglucruise.com	attractiontickets.com	royalcaribbean.com
2025/01/01	11.9%	7.63%	9.97%	1.65%	4.24%	1.55%	2.44%	1.55%	1.58%	1.64%
2025/01/02	12.18%	7.79%	9.88%	1.69%	4.29%	2.35%	2.36%	1.97%	1.24%	1.8%
2025/01/03	11.7%	8.05%	9.3%	1.73%	3.82%	1.95%	2.32%	1.78%	1.59%	1.44%
2025/01/04	12.45%	8.52%	10.27%	2.24%	3.16%	1.83%	2.11%	1.71%	1.37%	1.71%
2025/01/05	11.92%	7.65%	10.15%	1.97%	3.5%	1.92%	2.63%	2.15%	1.28%	1.82%
2025/01/06	11.16%	7.95%	9.7%	2.61%	3.59%	2.35%	2.57%	2.18%	1.49%	2.18%
2025/01/07	10.41%	5.97%	8.61%	1.54%	3.94%	3.23%	2.4%	2.09%	2.14%	3.16%
2025/01/08	11.19%	8.16%	10.23%	1.99%	3.11%	3.11%	2.81%	2.02%	1.82%	2.45%
2025/01/09	11.13%	7.69%	9.82%	1.92%	2.98%	3.53%	2.72%	2.04%	2.3%	1.77%
2025/01/10	11.52%	7.8%	10.05%	2%	2.91%	3.1%	2.56%	1.65%	1.84%	1.67%
2025/01/11	11.67%	7.32%	10.7%	1.97%	3.35%	3.45%	2.84%	1.9%	1.9%	1.74%
2025/01/12	11.53%	7.32%	10.64%	2.56%	3.06%	3.42%	2.72%	1.95%	1.8%	1.69%
2025/01/13	13.07%	8.78%	11.21%	2%	2.41%	3.39%	2.73%	1.99%	1.59%	1.88%
2025/01/14	11.22%	7.11%	9.1%	2.4%	2.8%	4.47%	2.2%	2.33%	1.8%	1.67%
2025/01/15	12.55%	7.88%	9.11%	2.24%	2.2%	3.51%	2.51%	2.02%	1.23%	2.01%
2025/01/16	10.95%	7.62%	9.67%	1.89%	2.93%	3.47%	2.74%	2.01%	2.25%	1.74%
2025/01/21	10.58%	6.81%	9.41%	1.68%	2.8%	1.85%	2.61%	1.97%	2.09%	2.04%
2025/01/22	10.95%	7.29%	9.78%	1.63%	1.56%	1.5%	2.45%	1.58%	1.86%	1.83%
2025/01/23	9.26%	5.89%	8.47%	2.37%	2.05%	2.05%	2.63%	1.61%	2.02%	2.35%
2025/01/24	8.12%	6.11%	7.77%	1.36%	1.95%	2.41%	2.94%	1.34%	2.19%	2.39%
2025/01/25	10%	8.38%	9.77%	1.57%	2.37%	2.09%	2.4%	1.61%	1.88%	2.21%
2025/01/26	10.29%	8.4%	8.98%	2.43%	2.85%	2.16%	2.52%	1.51%	1.69%	2.25%
2025/01/27	10.13%	7.22%	7.78%	1.95%	2.76%	2.01%	2.79%	1.95%	2.18%	2.18%
2025/01/28	9.87%	8.04%	8.76%	2.49%	2.82%	2.22%	2.19%	1.49%	1.47%	2.54%
2025/01/29	8.75%	6.54%	7.4%	2.52%	3.02%	2.98%	2.26%	1.96%	2.03%	2.08%
2025/01/30	8.3%	6.91%	6.86%	2.72%	3.68%	2.67%	2.3%	2.03%	2.46%	1.8%
2025/01/31	7.88%	7.43%	7.21%	3.48%	3.4%	2.45%	2.25%	2.07%	1.9%	1.83%

In January 2025, GetYourGuide’s PPC spend share started strong at 11.9%, peaking mid-month at 13.07%, but ended at 7.88%. Meanwhile, Jet2holidays saw a steady rise, closing at 3.48%.

Market Exposure

Competitor Count for UK Travel Activities

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	3452
2025/01/02	3344
2025/01/03	3419
2025/01/04	3323
2025/01/05	3388
2025/01/06	3246
2025/01/07	3344
2025/01/08	3363
2025/01/09	3428
2025/01/10	3436
2025/01/11	3364
2025/01/12	3398
2025/01/13	3300
2025/01/14	3417
2025/01/15	3435
2025/01/16	3428
2025/01/21	3389
2025/01/22	3374
2025/01/23	3179
2025/01/24	3198
2025/01/25	3148
2025/01/26	3118
2025/01/27	3154
2025/01/28	3131
2025/01/29	3211
2025/01/30	3439
2025/01/31	3381

January began with 3,452 advertisers, fluctuating throughout. Mid-month saw peaks around 3,435, but a decline followed, reaching 3,118. The month concluded with a slight recovery at 3,381.

Campaign Efficiency

Market Loss & Market Gains for UK Travel Activities

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
britishairways.com	1.1%
easyjet.com	1.03%
onthebeach.co.uk	0.62%
ritzcarltonyachtcollection.com	0.51%
fredolsencruises.com	0.47%
pocruises.com	-0.7%
virginexperiencedays.co.uk	-1.2%
tripadvisor.co.uk	-1.34%
viator.com	-1.75%
getyourguide.com	-2.73%

British Airways and EasyJet soared with click share gains of 1.10% and 1.03%, respectively. Meanwhile, GetYourGuide faced a decline of 2.73%.

Campaign Efficiency

UK Travel Activities 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	getyourguide.com	tripadvisor.co.uk	viator.com	loveholidays.com	jet2holidays.com	britishairways.com	booking.com	pocruises.com	attractiontickets.com	virginexperiencedays.co.uk
2025/01/01	14.73%	6.34%	8.71%	5.12%	1.52%	1.29%	2.91%	0.83%	1.49%	4.33%
2025/01/02	15.31%	6.93%	8.6%	5.28%	1.75%	1.84%	2.9%	1.29%	1.14%	2.76%
2025/01/03	14.44%	6.88%	7.87%	4.8%	1.56%	1.99%	2.78%	1.02%	1.35%	5.86%
2025/01/04	15.18%	7.42%	9.01%	3.69%	2.02%	1.08%	2.46%	1.01%	1.23%	6.71%
2025/01/05	14.65%	6.64%	8.76%	4.45%	1.89%	2.22%	3.16%	1.1%	1.14%	1.9%
2025/01/06	13.47%	6.74%	8.2%	4.77%	2.83%	1.53%	3.49%	1.42%	1.34%	3.93%
2025/01/07	13.3%	5.08%	7.39%	5%	1.42%	1.06%	3.07%	2.53%	1.97%	2.74%
2025/01/08	14.11%	6.88%	9.63%	3.88%	2.05%	0.87%	3.34%	2.35%	1.71%	2.5%
2025/01/09	14.19%	6.41%	9.24%	3.83%	1.88%	1.19%	3.29%	2.77%	2.12%	1.55%
2025/01/10	13.96%	6.15%	8.67%	3.6%	1.89%	0.99%	2.92%	2.48%	1.68%	4.63%
2025/01/11	14.46%	5.7%	9.46%	4.58%	2.14%	1.32%	3.3%	2.84%	1.8%	2.55%
2025/01/12	13.97%	5.73%	9.13%	4.13%	2.99%	0.9%	3.14%	2.83%	1.69%	2.37%
2025/01/13	16.59%	7.06%	9.69%	3.25%	2.03%	0.84%	3.33%	2.59%	1.51%	1.47%
2025/01/14	14.34%	5.59%	7.73%	3.95%	2.58%	0.96%	2.74%	4.15%	1.61%	1.73%
2025/01/15	15.74%	6.27%	7.26%	2.89%	2.25%	1.09%	3.21%	2.77%	1.16%	2.21%
2025/01/16	14.1%	6.37%	9.18%	3.81%	1.87%	1.19%	3.33%	2.76%	2.11%	1.55%
2025/01/21	12.87%	4.86%	8.04%	3.92%	1.72%	2.9%	2.99%	1.15%	1.91%	1.44%
2025/01/22	12.98%	5.16%	7.81%	2.06%	1.86%	2.13%	2.74%	0.99%	1.74%	1.55%
2025/01/23	10.31%	4.07%	5.9%	2.94%	2.52%	2.2%	3.26%	1.64%	1.93%	0.58%
2025/01/24	9.15%	4.2%	5.53%	2.59%	1.42%	2.11%	3.81%	1.6%	2.04%	0.45%
2025/01/25	11.83%	6.33%	8.06%	3.32%	1.66%	3.11%	2.64%	1.63%	1.75%	1.13%
2025/01/26	12.31%	6.25%	7.11%	4.13%	2.74%	3.22%	2.83%	1.58%	1.55%	1.46%
2025/01/27	11.16%	5.15%	5.2%	3.77%	2.05%	3.42%	3.34%	1.46%	2.16%	4.82%
2025/01/28	11.5%	5.93%	6.45%	4.23%	2.77%	3.15%	2.53%	1.75%	1.32%	3.16%
2025/01/29	9.96%	4.6%	5.29%	4.1%	2.48%	3.32%	2.76%	2.43%	1.74%	5.49%
2025/01/30	9.29%	5.35%	5.1%	5.24%	2.67%	2.38%	2.91%	1.99%	2.17%	0.84%
2025/01/31	8.48%	5.66%	5.31%	4.78%	3.77%	3.46%	2.76%	1.82%	1.64%	1.14%

In January 2025, GetYourGuide.com started strong with a 14.73% share, peaking mid-month at 16.59%, but ended at 8.48%. Meanwhile, Viator.com maintained a steady presence, fluctuating between 5.1% and 9.69%. Virginexperiencedays.co.uk saw a dramatic drop from 6.71% to 1.14%. The month concluded with varied performances across advertisers.

Campaign Efficiency

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

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
Disneyland Paris Tickets | Buy Now And Get 10 Free Prints https://www.attractiontickets.com
We Guarantee To Be Cheapest. Find A Lower Price & We'll Match It. Plus Exclusive Special Offers! Cheapest Price Guarantee. Avoid A Long Queue.
2
14 Magical Christmas Market Destinations In Europe https://www.getyourguide.com
Tickets can be limited for this incredible attraction. Purchase your tickets in advance. Don't stress if...
3
Europe Christmas Market Breaks | Big Jet2 Sale, Save Up To £400 https://www.jet2holidays.com › europe › christmasmarket
With Over 30 City Destinations, You’re Bound To Find Your Perfect Place. Book Today!
4
Best European Christmas Markets | Up to £400 Off Holidays https://www.loveholidays.com
Thousands of Great Deals Now Live - Save £100s In Our Sale With Deposits from £25pp.
5
Christmas Market Cruises in Europe | P&O Cruises https://www.pocruises.com
Delicious food, festive fizz, a pantomime, and more. Relax, we'll take care of everything.

In the competitive world of travel PPC, five advertisers shine with enticing offers. Attractiontickets.com lures with Disneyland Paris deals, promising the lowest prices and exclusive perks. Getyourguide.com and Jet2holidays.com captivate with magical European Christmas markets, emphasizing advance bookings and significant savings. Loveholidays.com and P&O Cruises offer festive escapes, highlighting substantial discounts and stress-free experiences. Each ad weaves a narrative of affordability, exclusivity, and unforgettable holiday moments.

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.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

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.

Learn more about our data.

Learn more about our data accuracy
Yes. The PPC Market Share Report 2024 aggregates data from across both device types and Google Shopping.
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.
Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

Complete the form below to get started.
Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

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.