UK Travel Accommodation - PPC Market Share Analysis December 2024

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Accommodation 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 Accommodation 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
tripadvisor.co.uk	1.57
loveholidays.com	1.85
ihg.com	2.16
airbnb.co.uk	3.96
travelodge.co.uk	4.2
trivago.co.uk	4.83
expedia.co.uk	6.13
hotels.com	7.17
premierinn.com	13.07
booking.com	26.47
others	28.59

In the previous month, booking.com led with a 26.47% click share, followed by premierinn.com at 13.07%. ‘Others’ collectively held the largest share at 28.59%, indicating diverse competition.

Market Exposure

Share of Spend for the top 10 UK Travel Accommodation 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	booking.com	expedia.co.uk	hotels.com	premierinn.com	travelodge.co.uk	trivago.co.uk	ihg.com	loveholidays.com	airbnb.co.uk	tripadvisor.co.uk
2024/12/01	25.03%	9.8%	7.38%	9.15%	5.58%	7.37%	2.53%	2.59%	1.64%	2%
2024/12/02	23.26%	9.64%	7.02%	10.28%	4.84%	7.12%	2.95%	2.24%	1.77%	2.57%
2024/12/03	24.09%	9.64%	7.5%	11.12%	5.27%	7.24%	2.99%	2.03%	1.57%	2.72%
2024/12/04	23.75%	9.23%	6.9%	11.48%	6.2%	6.8%	3.02%	2.04%	1.71%	2.72%
2024/12/05	25.55%	9.73%	7.48%	10.37%	6.2%	6.15%	3.35%	1.86%	1.73%	2.5%
2024/12/06	26.34%	9.46%	7.98%	10.44%	6%	6.44%	3.44%	1.61%	1.72%	2.37%
2024/12/07	24.38%	10.22%	8.75%	10.18%	6.43%	7.25%	3.28%	1.41%	1.8%	2.54%
2024/12/08	25.79%	8.54%	8.05%	9.46%	6.02%	6.32%	3.39%	1.46%	2.02%	3.18%
2024/12/09	26.82%	8.2%	7.6%	10.75%	5.55%	6.5%	3.13%	1.59%	1.85%	2.65%
2024/12/10	27.59%	7.88%	7.87%	10.74%	5.6%	6.43%	3.37%	1.49%	1.7%	2.28%
2024/12/11	24.07%	6.97%	8.45%	9.34%	5.9%	7.44%	2.54%	1.73%	1.92%	2.58%
2024/12/12	26.26%	5.58%	8.04%	10.59%	5.41%	5.22%	2.68%	1.45%	1.65%	1.86%
2024/12/13	29.35%	5.92%	9.08%	9.12%	5.19%	5.09%	2.43%	1.46%	1.24%	1.43%
2024/12/14	28.73%	6.03%	8.92%	9.43%	5.3%	5.27%	2.9%	1.36%	1.47%	1.38%
2024/12/15	28.23%	5.61%	8.32%	10.31%	5.93%	4.45%	2.66%	1.44%	1.76%	1.57%
2024/12/16	29.6%	5.74%	8.02%	10.26%	4.68%	3.51%	2.16%	1.83%	1.65%	1.29%
2024/12/17	30.24%	5.34%	8.45%	10.81%	4.58%	3.79%	2.7%	2.24%	1.83%	1.06%
2024/12/18	30.01%	6.41%	9.33%	8.17%	4.58%	5.89%	1.65%	2.09%	1.95%	1.36%
2024/12/19	31.17%	6.09%	8.41%	8.4%	5.38%	4.81%	1.26%	1.87%	1.51%	1.62%
2024/12/20	28.67%	6.05%	9.07%	8.38%	5.33%	4.7%	2.06%	2.07%	1.77%	2.22%
2024/12/21	29.17%	7.8%	9.41%	7.69%	4.9%	4.76%	2.84%	2.46%	1.56%	1.35%
2024/12/22	28.46%	6.69%	9.54%	7.17%	5.06%	5.12%	2.95%	2.15%	1.74%	1.94%
2024/12/23	29.05%	7.62%	10.22%	7.54%	4.46%	3.62%	3.43%	2.7%	1.61%	1.6%
2024/12/24	27.41%	8.84%	9.09%	7.47%	4.67%	3.11%	3.44%	2.73%	1.59%	1.57%
2024/12/25	27.45%	8.18%	9.21%	7.72%	4.34%	4.75%	3.95%	2.91%	1.41%	1.19%
2024/12/26	28.85%	8.75%	10.03%	6.72%	4.8%	4.63%	3.19%	3.67%	1.33%	1.29%
2024/12/27	27.27%	9.61%	8.32%	7.55%	5.24%	4.62%	3.49%	3.09%	1.48%	1.54%
2024/12/28	26.41%	8.13%	8.98%	7.27%	4.79%	5.25%	3.59%	3.02%	1.63%	2.05%
2024/12/29	26.57%	7.4%	8.71%	7.69%	4.89%	6.14%	3.62%	3.3%	1.61%	1.59%
2024/12/30	27.68%	9.33%	7.7%	7.63%	5.54%	5.39%	4.26%	2.36%	1.57%	2.12%
2024/12/31	28.12%	9.68%	9.68%	6.62%	5.82%	4.18%	3.9%	2.56%	1.64%	1.42%

In December, Booking.com dominated with a 31.17% peak spend share, while Expedia.co.uk and Hotels.com trailed at 10.22% and 10.03%, respectively.

Market Exposure

Competitor Count for UK Travel Accommodation

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
2024/12/01	3983
2024/12/02	4239
2024/12/03	4064
2024/12/04	4267
2024/12/05	4299
2024/12/06	4184
2024/12/07	4253
2024/12/08	4257
2024/12/09	4227
2024/12/10	4108
2024/12/11	4276
2024/12/12	6260
2024/12/13	6083
2024/12/14	6057
2024/12/15	6071
2024/12/16	5884
2024/12/17	5282
2024/12/18	5279
2024/12/19	5286
2024/12/20	5145
2024/12/21	4852
2024/12/22	4690
2024/12/23	4314
2024/12/24	4057
2024/12/25	4289
2024/12/26	3992
2024/12/27	4073
2024/12/28	4052
2024/12/29	3845
2024/12/30	4015
2024/12/31	3785

In December, advertiser count peaked at 6,260 on the 12th, then gradually declined, ending at 3,785 on the 31st.

Campaign Efficiency

Market Loss & Market Gains for UK Travel Accommodation

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
booking.com	0.9%
loveholidays.com	0.67%
tui.co.uk	0.56%
parkdeanresorts.co.uk	0.52%
hoseasons.co.uk	0.32%
tripadvisor.co.uk	-0.37%
kayak.co.uk	-0.39%
travelodge.co.uk	-0.54%
trivago.co.uk	-0.79%
premierinn.com	-2.15%

In the past month, booking.com surged with a 0.90% click share gain, while premierinn.com faced a -2.15% decline.

Campaign Efficiency

UK Travel Accommodation 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	booking.com	expedia.co.uk	travelodge.co.uk	premierinn.com	hotels.com	ihg.com	trivago.co.uk	loveholidays.com	airbnb.co.uk	tripadvisor.co.uk
2024/12/01	19.03%	8.2%	8.01%	10.28%	5.39%	3.64%	7.38%	3.22%	2.62%	1.8%
2024/12/02	17.32%	8.19%	7%	11.18%	5.21%	4.15%	6.9%	2.92%	2.72%	2.26%
2024/12/03	17.81%	8.44%	7.87%	12.07%	5.66%	4.29%	7.23%	2.65%	2.52%	2.39%
2024/12/04	17.68%	8.05%	8.62%	12.28%	5.43%	4.12%	6.84%	2.53%	2.68%	2.35%
2024/12/05	18.9%	8.6%	8.69%	11.36%	5.66%	4.69%	6.29%	2.34%	2.76%	2.2%
2024/12/06	19.93%	8.11%	8.52%	11.51%	6.09%	4.85%	6.41%	1.97%	2.77%	2.11%
2024/12/07	18.85%	9.16%	8.79%	11.1%	6.4%	4.44%	7.14%	1.66%	2.74%	2.25%
2024/12/08	19.62%	7.32%	8.54%	10.58%	6.26%	4.65%	6.25%	1.76%	3.07%	2.76%
2024/12/09	20.32%	7.18%	7.97%	11.71%	5.51%	4.31%	6.62%	1.9%	2.96%	2.36%
2024/12/10	21.01%	6.72%	8.46%	11.61%	5.96%	4.75%	6.34%	1.78%	2.75%	2.02%
2024/12/11	18.22%	5.85%	8.55%	9.89%	6.38%	3.59%	7.34%	2.03%	3.02%	2.28%
2024/12/12	18.25%	4.2%	7.28%	10.07%	6.16%	3.35%	4.6%	1.57%	2.37%	1.5%
2024/12/13	20.45%	4.5%	6.93%	9.08%	6.41%	3.16%	4.7%	1.62%	1.86%	1.19%
2024/12/14	20.2%	4.76%	7.14%	9.49%	6.19%	3.74%	4.86%	1.56%	2.18%	1.12%
2024/12/15	19.9%	4.3%	7.72%	10.23%	5.92%	3.3%	4.21%	1.62%	2.54%	1.3%
2024/12/16	21.84%	4.39%	6.45%	10.34%	5.78%	2.74%	3.42%	2.2%	2.56%	1.11%
2024/12/17	22.87%	4.89%	6.93%	11.34%	6.58%	3.63%	3.85%	2.88%	3.06%	0.96%
2024/12/18	23.3%	5.49%	6.98%	9.02%	6.87%	2.2%	6.28%	2.63%	3.24%	1.26%
2024/12/19	23.83%	5.43%	7.69%	8.89%	6.3%	1.61%	5.37%	2.4%	2.55%	1.49%
2024/12/20	21.82%	5.64%	7.62%	8.79%	6.23%	2.79%	4.98%	2.56%	2.93%	2.01%
2024/12/21	22.36%	6.7%	7.02%	8.41%	6.61%	4.01%	5.33%	3.08%	2.68%	1.32%
2024/12/22	21.95%	5.92%	7.18%	7.73%	7.38%	4.09%	5.27%	2.77%	2.68%	1.84%
2024/12/23	22.61%	6.57%	6.47%	8.16%	6.86%	4.74%	3.9%	3.39%	2.77%	1.46%
2024/12/24	20.62%	7.6%	6.83%	7.77%	6.69%	4.78%	3.52%	3.45%	2.65%	1.41%
2024/12/25	21.29%	7.14%	6.1%	8.22%	6.78%	5.08%	4.64%	3.35%	2.28%	1.1%
2024/12/26	22.35%	7.61%	6.58%	7.42%	7.16%	4.32%	5.07%	4.63%	2.27%	1.2%
2024/12/27	20.69%	8.66%	7.44%	7.95%	6.21%	4.71%	4.93%	3.91%	2.38%	1.38%
2024/12/28	20.85%	7.43%	6.94%	7.9%	6.51%	4.88%	5.22%	3.87%	2.61%	1.88%
2024/12/29	21.17%	6.86%	6.86%	8.23%	6.3%	4.9%	6.14%	3.99%	2.61%	1.45%
2024/12/30	21.47%	8.37%	7.67%	7.98%	6%	5.74%	5.89%	3.04%	2.47%	1.88%
2024/12/31	21.91%	9.05%	7.98%	7.18%	7.07%	5.34%	4.65%	3.13%	2.65%	1.36%

In December, Booking.com led with a 23.83% share, while Expedia.co.uk and PremierInn.com trailed at 9.05% and 12.07%, respectively.

Campaign Efficiency

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

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
Booking.com - Booking.com: Hotels https://www.booking.com
Choose From a Wide Range of Properties Which Booking.com Offers. Search Now! Find What You Need At Booking.com, The Biggest Travel Site In...
2
Deals on Hotels on Expedia - Competitive Pricing https://www.expedia.co.uk › hotels › book_now
Search Hotels. Find & Compare Deals and You Can Save Big! Your Virtual Travel Agent...
3
Great Cheap Hotels Near Me https://www.hotels.com › hotels › book_now
Fast and Easy. Book in Minutes — Find Hotels Nearby on Hotels.com. Compare Options & You Can Save. Browse Reviews & Photos.
4
Travelodge London - King Size Comfort From £55 https://www.travelodge.co.uk
Stay With Travelodge For Great Value And King Size Comfort. Book Your Room Now!
5
Cheap Hotels near Centre https://uk.trip.com › hotel-deals › centre
Book Hotels near Centre — Find low priced hotels around Centre on...

In the past month, the top PPC ads on Google’s SERP for travel and accommodation highlighted diverse themes. Airbnb emphasized flexibility and a vast selection of over 6 million homes. Booking.com and Expedia focused on variety and competitive pricing. Heathrow Hotels and Hilton promoted unique location benefits and discounts. Hotels.com, IHG, and Travelodge offered convenience and value, while Trip.com and Trivago highlighted affordability and savings.

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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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UK Travel Accommodation - PPC Market Share Analysis December 2024

Share of Clicks for top 10 UK Travel Accommodation brands

Share of Spend for the top 10 UK Travel Accommodation brands

Competitor Count for UK Travel Accommodation

Market Loss & Market Gains for UK Travel Accommodation

UK Travel Accommodation Share of Impressions

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

Frequently Asked Questions

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

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

Monitoring brand terms and managing collaborator agreements for Nordic Choice

Increased revenue and reduced advertising costs for Eurostar

Get the full picture

See this data specific to your brand performance