UK Hospitality Wellness & Recreation - PPC Market Share Analysis February 2025

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

Market Exposure

Share of Clicks for top 10 UK Hospitality Wellness & Recreation 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
Domain	Share of clicks
puregym.com	11.85
spabreaks.com	9.46
booking.com	8.42
wowcher.co.uk	6.14
groupon.co.uk	5.61
thegymgroup.com	5.26
virginexperiencedays.co.uk	5.13
virginactive.co.uk	4.36
spaseekers.com	4.28
hotels.com	2.26
others	37.23

In the hospitality and wellness PPC landscape, PureGym leads with 11.85% click share, followed by Spabreaks at 9.46%. Booking.com captures 8.42%, while ‘others’ dominate with 37.23%.

Market Exposure

Share of Spend for the top 10 UK Hospitality Wellness & Recreation 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
Date	puregym.com	booking.com	groupon.co.uk	virginactive.co.uk	wowcher.co.uk	spabreaks.com	spaseekers.com	thegymgroup.com	virginexperiencedays.co.uk	hotels.com
2025/01/01	10.66%	10.09%	2.76%	4.52%	3.87%	7.16%	3.62%	1.2%	13.49%	2.52%
2025/01/02	17.93%	10.27%	4.02%	4.87%	4.84%	5.23%	2.82%	1.62%	5.9%	1.82%
2025/01/03	10.77%	10.48%	5.55%	6.63%	6.37%	7.35%	3.86%	3.6%	5.57%	2.71%
2025/01/04	14.2%	8.46%	8.76%	5.8%	7.53%	7.21%	3.15%	2.42%	6.46%	1.58%
2025/01/05	13.26%	9.13%	8.09%	6.72%	6.84%	7.28%	2.87%	3.42%	5.74%	1.44%
2025/01/06	13.3%	9.09%	7.77%	8.11%	6.31%	7%	3.38%	5.45%	5.72%	1.86%
2025/01/07	10.96%	8.99%	8.04%	7.14%	6.47%	8.16%	3.76%	4.36%	4.62%	2.59%
2025/01/08	12.01%	7.92%	6.61%	5.2%	4.72%	8.17%	2.74%	5.79%	3.52%	2.32%
2025/01/09	11.07%	7.44%	4.76%	5.27%	4.8%	7.55%	3.17%	7.07%	4.59%	2.58%
2025/01/10	11.63%	7%	5.25%	5.53%	4.71%	7.6%	3.16%	7.14%	4.29%	2.06%
2025/01/11	13.02%	7.11%	5.54%	4.21%	5.44%	6.41%	2.61%	7.65%	4.84%	2.49%
2025/01/12	13.52%	8.08%	5.51%	4.22%	5.3%	6.45%	3.43%	6.94%	4.43%	2.62%
2025/01/13	14.71%	7.81%	6.2%	5.36%	5.21%	6.31%	3.11%	4.55%	4.79%	2.51%
2025/01/14	3.64%	8.28%	5.75%	6%	5.62%	8.22%	4.12%	5.14%	3.39%	3.23%
2025/01/15	5.97%	8.5%	5.56%	6.91%	5.64%	7.66%	3.13%	3.93%	4%	2.81%
2025/01/16	10.82%	7.23%	4.67%	5.15%	4.74%	7.42%	3.1%	6.91%	4.61%	2.52%
2025/01/21	13.79%	7.35%	3.6%	5.28%	4.35%	6.4%	2.56%	6.97%	3.05%	3.14%
2025/01/22	12.59%	6.68%	3.6%	6.05%	4.42%	5.64%	2.93%	5.58%	3.04%	3.11%
2025/01/23	15.76%	7.77%	3.89%	4.66%	4.63%	5.03%	2.9%	10.19%	3.18%	3.68%
2025/01/24	19.73%	7.47%	2.93%	3.9%	3.86%	5.42%	2.22%	6.11%	2.95%	2.61%
2025/01/25	12.91%	7.16%	3.67%	2.61%	5.3%	6.72%	3.24%	8.83%	4.07%	2.88%
2025/01/26	15.12%	7.96%	4.68%	6.15%	6.26%	6.57%	2.25%	6.85%	4.45%	2.86%
2025/01/27	11.38%	9.95%	6.27%	4.4%	7.42%	6.93%	3.77%	3.97%	3.54%	4.56%
2025/01/28	13.46%	8.28%	5.8%	6.06%	7.25%	7.42%	4.62%	4.17%	3.81%	3.89%
2025/01/29	11.86%	9.24%	5.38%	5.13%	7.35%	7.74%	5.82%	4.49%	4.59%	3.82%
2025/01/30	12.43%	10.01%	5.37%	3.56%	5.76%	7.37%	5.44%	4.54%	4.42%	3.38%
2025/01/31	12.03%	9.41%	6.56%	5.83%	5.81%	5.62%	5.1%	4.61%	4.61%	3.45%

In January 2025, PureGym’s PPC spend share fluctuated, peaking at 19.73% on January 24. Booking.com saw a decline, starting at 10.09% and ending at 9.41%. Groupon.co.uk’s share rose mid-month, while Virgin Active’s fluctuated, ending at 5.83%. Wowcher.co.uk and Spabreaks.com showed varied trends, with Wowcher peaking at 7.42% on January 27. TheGymGroup.com had a notable peak on January 23 at 10.19%. VirginExperienceDays.co.uk and Hotels.com displayed consistent fluctuations, with Hotels.com ending at 3.45%.

Market Exposure

Competitor Count for UK Hospitality Wellness & Recreation

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
Date	Competitor Count
2025/01/01	542
2025/01/02	519
2025/01/03	589
2025/01/04	511
2025/01/05	533
2025/01/06	551
2025/01/07	561
2025/01/08	581
2025/01/09	596
2025/01/10	604
2025/01/11	607
2025/01/12	558
2025/01/13	603
2025/01/14	543
2025/01/15	569
2025/01/16	596
2025/01/21	518
2025/01/22	494
2025/01/23	509
2025/01/24	533
2025/01/25	554
2025/01/26	544
2025/01/27	584
2025/01/28	575
2025/01/29	638
2025/01/30	693
2025/01/31	649

January saw a dynamic shift in distinct advertisers, starting at 542 and peaking at 693. The month concluded with a robust 649, indicating a strong advertiser presence.

Campaign Efficiency

Market Loss & Market Gains for UK Hospitality Wellness & Recreation

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
Name	Market Trend
puregym.com	2.16%
hotels.com	0.86%
spaseekers.com	0.73%
gymbox.com	0.7%
davidlloyd.co.uk	0.58%
buyagift.co.uk	-0.66%
baronseden.com	-0.75%
virginexperiencedays.co.uk	-0.84%
spabreaks.com	-0.94%
groupon.co.uk	-1.14%

In the past month, puregym.com surged with a 2.16% click share increase, while groupon.co.uk faced a decline of 1.14%.

Campaign Efficiency

UK Hospitality Wellness & Recreation 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	groupon.co.uk	booking.com	wowcher.co.uk	puregym.com	virginexperiencedays.co.uk	spaseekers.com	virginactive.co.uk	spabreaks.com	thegymgroup.com	hotels.com
2025/01/01	3.57%	9.37%	5.15%	7.49%	15.35%	3.46%	2.84%	5.79%	0.8%	2.1%
2025/01/02	5.69%	10.14%	7.06%	11.37%	7.44%	3.24%	4.12%	4.87%	1.08%	1.53%
2025/01/03	7.58%	10%	8.88%	6.97%	6.57%	3.85%	4.4%	5.72%	2.44%	2.28%
2025/01/04	11.92%	8.44%	10.78%	8.55%	7.99%	3.41%	3.04%	6.65%	1.89%	1.54%
2025/01/05	11.15%	9%	9.87%	8.87%	6.91%	3.2%	4.38%	6.26%	2.47%	1.39%
2025/01/06	10.84%	9.26%	9.25%	8.19%	7.01%	3.8%	6.13%	6.14%	3.5%	1.59%
2025/01/07	10.88%	8.87%	9%	6.5%	5.34%	3.85%	4.91%	6.83%	2.7%	2.2%
2025/01/08	9.27%	7.98%	6.73%	8.43%	4.01%	2.85%	4.18%	6.71%	3.98%	2.06%
2025/01/09	6.61%	7.28%	6.77%	8.06%	5.21%	3.23%	3.74%	5.95%	5.11%	2.32%
2025/01/10	7.41%	7.11%	6.65%	7.69%	5%	3.04%	3.92%	6.1%	5.27%	1.87%
2025/01/11	7.78%	7.11%	7.81%	8.53%	5.84%	2.78%	3.23%	5.62%	5.68%	2.37%
2025/01/12	7.31%	7.95%	7.63%	9.26%	5.11%	3.6%	2.76%	5.4%	4.82%	2.43%
2025/01/13	9.09%	7.82%	8.04%	9.19%	6.04%	3.26%	3.6%	5.42%	3.05%	2.35%
2025/01/14	7.87%	8.02%	7.67%	2.8%	3.56%	4.04%	4.4%	6.48%	3.59%	2.84%
2025/01/15	7.75%	8.13%	7.96%	4.35%	4.62%	3.31%	5.28%	6.49%	2.77%	2.5%
2025/01/16	6.62%	7.24%	6.8%	8.05%	5.28%	3.22%	3.74%	5.96%	5.1%	2.31%
2025/01/21	5.39%	7.88%	6.45%	10.72%	3.51%	2.63%	4.25%	4.92%	5.18%	3.42%
2025/01/22	5.54%	6.75%	6.82%	9.06%	3.43%	2.99%	5.05%	4.24%	4.26%	3.14%
2025/01/23	5.52%	7.66%	6.61%	12.67%	3.35%	2.91%	2.99%	3.8%	7.7%	3.29%
2025/01/24	4.42%	7.82%	5.53%	13.26%	3.22%	2.25%	2.53%	4.15%	4.58%	2.4%
2025/01/25	5.35%	7.5%	8.02%	9.16%	4.69%	3.39%	1.28%	5.24%	6.62%	2.95%
2025/01/26	6.93%	8.31%	9.5%	10.45%	5.59%	2.35%	4.09%	4.89%	4.49%	2.85%
2025/01/27	8.25%	9.58%	10.54%	8.01%	3.78%	4.09%	3.99%	5.33%	2.87%	4.25%
2025/01/28	8.14%	8.58%	11.19%	9.73%	4.27%	5.07%	5.02%	5.8%	2.59%	3.87%
2025/01/29	7.93%	9.63%	11.21%	8.45%	5.44%	6.03%	3.9%	6.32%	2.88%	3.72%
2025/01/30	7.16%	9.72%	8.14%	8.11%	4.94%	5.34%	2.87%	5.68%	3.27%	3.14%
2025/01/31	9.19%	8.92%	8.66%	7.82%	5.21%	5.12%	4.41%	4.22%	3.27%	3.14%

Groupon’s impression share peaked early January, then fluctuated, ending at 9.19%. Booking.com maintained a steady presence, closing at 8.92%. Wowcher surged late month, finishing at 8.66%. PureGym saw a mid-month spike, ending at 7.82%. Virgin Experience Days declined, closing at 5.21%. SpaSeekers rose late month, ending at 5.12%. Virgin Active fluctuated, finishing at 4.41%. SpaBreaks had a mid-month dip, closing at 4.22%. The Gym Group’s share varied, ending at 3.27%. Hotels.com showed late-month growth, closing at 3.14%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Hospitality Wellness & Recreation

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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1
Get One Month for £1 - Gyms Near Me https://www.classpass.com › gyms › app
Get credits to try gym visits, gym classes & more at some top-rated businesses. Strengthen your...
2
Experience Gymbox For Free | Up to 4 Months for Free https://www.gymbox.com
Focusing on strength, stability & power; build your expertise and ability across the board
3
PureGym™ Near Me https://www.puregym.com › savehalf › ends-soon
Get 50% Off & £0 Joining Fee — Whatever You're Here For, Get More of It For Less with Code SAVEHALF Now. Hurry, Ends Soon
4
3 Months Free - Offer Ends Soon https://www.thegymgroup.com
Get 3 Months Free on our 12 month Saver Memberships. Offer ends soon, join today!
5
No Membership Fees Until March https://www.virginactive.co.uk
Limited Time Offer — Get everything you need for real wellness, under...

In the competitive world of fitness, ClassPass entices with a £1 trial, while Gymbox offers up to four months free, focusing on strength. PureGym and The Gym Group highlight significant savings, and Virgin Active promises no fees until March, emphasizing wellness.

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