UK Travel Accommodation - PPC Market Share Analysis February 2025

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
booking.com	25.14
premierinn.com	12.59
expedia.co.uk	7.62
hotels.com	5.99
trivago.co.uk	5.62
travelodge.co.uk	4.65
airbnb.co.uk	3.4
tripadvisor.co.uk	2.28
ihg.com	1.8
skyscanner.net	1.75
others	29.16

In the travel PPC landscape, Booking.com leads with 25.14% click share, closely followed by Premier Inn at 12.59%. Others collectively hold 29.16%, showcasing 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	trivago.co.uk	premierinn.com	expedia.co.uk	hotels.com	travelodge.co.uk	tripadvisor.co.uk	ihg.com	loveholidays.com	holidaycottages.co.uk
2025/01/01	26.96%	4.5%	8.49%	9.36%	8.99%	6.04%	1.42%	3.7%	2.33%	1.91%
2025/01/02	27.62%	3.54%	7.32%	9.08%	9.43%	5.79%	1.56%	3.12%	2.54%	2.22%
2025/01/03	27.19%	3.75%	8.66%	9.93%	7.82%	5.08%	1.62%	3.24%	2.54%	2.07%
2025/01/04	25%	4.33%	8.5%	8.57%	9.56%	4.8%	1.45%	2.27%	2.78%	1.97%
2025/01/05	26.47%	3.64%	8.97%	8.42%	9.27%	4.8%	1.38%	2.08%	2.55%	2.35%
2025/01/06	26.97%	3.72%	8.72%	9.85%	8.37%	5.08%	1.58%	1.88%	2.3%	1.78%
2025/01/07	26.69%	3.97%	9.2%	9.17%	8.96%	5.02%	1.24%	1.57%	3.08%	1.74%
2025/01/08	24.83%	5.7%	9.73%	10.16%	8.39%	5.49%	2.4%	1.93%	2.18%	1.55%
2025/01/09	24.63%	5.87%	9.79%	10.26%	7.93%	5.35%	3.05%	2.03%	1.86%	1.77%
2025/01/10	24.19%	6.01%	8.55%	9.58%	7.98%	5.42%	2.48%	1.96%	2.41%	1.68%
2025/01/11	23.97%	6.54%	8.97%	9.19%	8.08%	6.6%	2.13%	2.5%	1.93%	1.6%
2025/01/12	24.47%	7.3%	8.32%	8.09%	8.37%	5.92%	2.31%	2.13%	2.03%	1.8%
2025/01/13	26.09%	6.46%	7.97%	9.71%	8.36%	5.49%	2.53%	1.86%	1.8%	1.63%
2025/01/14	25.65%	6.23%	8.83%	9.65%	8.7%	5.16%	1.66%	2.08%	1.8%	2.1%
2025/01/15	25%	6.94%	8.81%	9.16%	8.64%	5.21%	2.75%	1.92%	2.17%	1.3%
2025/01/16	24.46%	5.83%	9.75%	10.2%	7.93%	5.31%	3.03%	2.01%	1.85%	1.77%
2025/01/21	24.67%	7.51%	8.58%	8.59%	7.99%	5.88%	2.65%	2.96%	1.53%	1.69%
2025/01/22	26.15%	7.42%	7.36%	8.61%	9.18%	5.87%	3.18%	2.51%	1.35%	1.66%
2025/01/23	27.58%	6.97%	9.01%	8.25%	9.39%	5.65%	2.83%	2.39%	1.33%	1.29%
2025/01/24	27.64%	7.49%	8.69%	8.14%	7.57%	5.11%	2.52%	2.48%	1.54%	1.64%
2025/01/25	23.82%	7.99%	7.91%	8.72%	9.17%	5.68%	3.28%	2.75%	1.42%	1.52%
2025/01/26	26.05%	7.54%	7.82%	7.67%	9.17%	5.36%	3.35%	2.3%	1.59%	1.73%
2025/01/27	26.44%	6%	8.33%	8.79%	8.87%	5.58%	2.24%	2.6%	1.69%	1.61%
2025/01/28	25.32%	7.18%	8.45%	9.11%	8.11%	5.67%	3.62%	2.49%	1.69%	1.57%
2025/01/29	24.92%	8.06%	7.85%	8.53%	8.07%	5.7%	4.25%	2.51%	1.66%	1.46%
2025/01/30	24.61%	8.42%	8.62%	8.19%	7.3%	5.93%	4.56%	2.8%	1.53%	1.53%
2025/01/31	24.48%	8.7%	7.9%	7.86%	7.27%	5.99%	4.84%	2.61%	1.65%	1.59%

In January 2025, Booking.com led with fluctuating spend shares, peaking early and stabilizing later. Trivago.co.uk saw a steady rise, ending strong. Premierinn.com and Expedia.co.uk showed varied trends, while Hotels.com and Travelodge.co.uk maintained moderate shares. Tripadvisor.co.uk and IHG.com experienced growth, whereas Loveholidays.com and Holidaycottages.co.uk had lower, stable shares.

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
2025/01/01	4035
2025/01/02	3776
2025/01/03	3967
2025/01/04	3799
2025/01/05	3762
2025/01/06	3882
2025/01/07	3863
2025/01/08	3885
2025/01/09	4032
2025/01/10	3961
2025/01/11	4038
2025/01/12	3926
2025/01/13	3781
2025/01/14	4011
2025/01/15	3930
2025/01/16	4032
2025/01/21	3847
2025/01/22	3678
2025/01/23	3862
2025/01/24	3932
2025/01/25	3662
2025/01/26	3577
2025/01/27	3836
2025/01/28	3658
2025/01/29	3975
2025/01/30	4125
2025/01/31	3944

January saw fluctuating advertiser numbers, peaking at 4,125 on January 30th, ending with 3,944.

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
trivago.co.uk	1.66%
kayak.co.uk	1.02%
tripadvisor.co.uk	0.97%
hotels.com	0.67%
travelodge.co.uk	0.57%
tui.co.uk	-0.32%
loveholidays.com	-0.43%
premierinn.com	-1.17%
airbnb.co.uk	-1.22%
expedia.co.uk	-1.22%

Trivago.co.uk leads with a 1.66% click share rise, while airbnb.co.uk and expedia.co.uk both drop by 1.22%.

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	travelodge.co.uk	trivago.co.uk	premierinn.com	expedia.co.uk	hotels.com	tripadvisor.co.uk	ihg.com	loveholidays.com	airbnb.co.uk
2025/01/01	21.68%	8.63%	4.62%	8.75%	8.77%	7.13%	1.28%	4.93%	2.8%	2.31%
2025/01/02	22.71%	8.31%	3.85%	7.86%	8.39%	6.32%	1.44%	4.25%	3.13%	2.92%
2025/01/03	21.76%	7.38%	3.91%	9.04%	9.17%	5.23%	1.47%	4.59%	3.22%	2.68%
2025/01/04	20.77%	6.86%	4.6%	9.15%	8.45%	5.94%	1.37%	3.22%	3.29%	2.7%
2025/01/05	22.07%	6.79%	4.03%	9.53%	8.04%	5.86%	1.29%	2.92%	3.08%	3.63%
2025/01/06	21.84%	6.88%	4.18%	9.43%	9.37%	5.41%	1.46%	2.56%	2.84%	3.07%
2025/01/07	21.67%	7.15%	4.1%	9.73%	8.63%	6.65%	1.16%	2.21%	3.97%	3.12%
2025/01/08	19.82%	7.76%	5.95%	10.12%	9.3%	6.51%	2.12%	2.59%	2.69%	2.8%
2025/01/09	19.21%	7.68%	5.96%	10.04%	9.46%	6.26%	2.81%	2.77%	2.25%	2.72%
2025/01/10	18.97%	7.71%	6.21%	8.89%	8.6%	6.22%	2.18%	2.71%	2.97%	3.55%
2025/01/11	18.68%	9.21%	6.58%	9.19%	8.32%	6.38%	1.88%	3.27%	2.27%	3.51%
2025/01/12	19.45%	8.31%	6.98%	9.01%	7.32%	6.5%	2.1%	2.89%	2.43%	3.73%
2025/01/13	20.4%	7.79%	6.68%	8.6%	9.02%	6.51%	2.29%	2.55%	2.12%	4.06%
2025/01/14	20.05%	7.36%	6.62%	9.16%	9.1%	7%	1.47%	2.8%	2.13%	3.94%
2025/01/15	19.75%	7.49%	7.17%	9.39%	8.32%	6.44%	2.41%	2.63%	2.64%	3.66%
2025/01/16	19.2%	7.68%	5.96%	10.05%	9.45%	6.27%	2.8%	2.77%	2.25%	2.73%
2025/01/21	18.55%	8.76%	7.46%	8.67%	7.58%	6.73%	2.31%	4.07%	1.93%	2.38%
2025/01/22	19.73%	9.09%	7.7%	7.81%	7.44%	7.6%	2.78%	3.56%	1.73%	2.01%
2025/01/23	20.86%	8.5%	7.2%	9.19%	7.16%	7.56%	2.53%	3.35%	1.69%	1.66%
2025/01/24	20.83%	7.61%	7.39%	8.66%	6.96%	6.71%	2.18%	3.43%	1.95%	1.45%
2025/01/25	17.62%	8.68%	7.99%	8.01%	7.69%	7.34%	2.86%	3.9%	1.87%	1.93%
2025/01/26	20.01%	8.52%	7.46%	7.97%	6.85%	7.17%	2.97%	3.35%	2.1%	2.34%
2025/01/27	20.63%	8.22%	5.99%	8.38%	7.9%	7.22%	1.96%	3.57%	2.06%	2.22%
2025/01/28	19.65%	8.54%	6.99%	8.87%	8.03%	6.91%	3.1%	3.54%	2.18%	2.47%
2025/01/29	19.11%	8.51%	7.72%	8.33%	7.57%	7.01%	3.65%	3.5%	2.26%	2.22%
2025/01/30	18.71%	8.78%	8.08%	8.71%	7.09%	6.23%	3.95%	3.85%	2%	1.8%
2025/01/31	18.71%	8.99%	8.28%	7.95%	6.94%	6.07%	4.19%	3.64%	2.19%	1.84%

In January 2025, Booking.com started strong but saw a decline, ending at 18.71%. Travelodge.co.uk improved, finishing at 8.99%. Trivago.co.uk rose steadily, closing at 8.28%. Premierinn.com fluctuated, ending at 7.95%. Expedia.co.uk decreased, finishing at 6.94%. Hotels.com remained stable, closing at 6.07%. Tripadvisor.co.uk surged, ending at 4.19%. IHG.com showed slight growth, finishing at 3.64%. Loveholidays.com fluctuated, ending at 2.19%. Airbnb.co.uk declined, closing at 1.84%.

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: Hotels - Hotels https://www.booking.com
Choose From a Wide Range of Properties Which Booking.com Offers. Search Now! Find...
2
Great Cheap Hotels Near Me https://www.hotels.com
Pay Now or Later on Most Rooms — Find Hotels Nearby on Hotels.com. Compare Options & You Can Save. Browse Reviews & Photos.
3
Premier Inn Official Site https://www.premierinn.com › official-site › uk-hotels
Rest Easy From Booking To Bed — Comfort You Can Count On At Every Single One Of Our 800+ UK Hotels With Clean Comfy Rooms
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
The 10 Best Hotels - Unbelievably Low Prices (2025) https://www.tripadvisor.co.uk
Get everything you want in a hotel: low rates, great reviews, perfect location & more. Compare prices & save money with Tripadvisor® (World's largest travel website).

In the competitive world of travel accommodations, Booking.com entices with a vast property range, while Hotels.com emphasizes savings and convenience. Premier Inn promises consistent comfort across 800+ UK locations. Travelodge highlights affordability and comfort, and Tripadvisor leverages its reputation for comprehensive reviews and competitive pricing.

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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 February 2025

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