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UK Travel Holiday Type - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Holiday Type 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 Holiday Type 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	25.34
tui.co.uk	9.24
onthebeach.co.uk	6.62
pocruises.com	5.87
jet2holidays.com	5.27
lastminute.com	3.94
easyjet.com	3.84
britishairways.com	3.32
holidayhypermarket.co.uk	1.96
haven.com	1.88
others	32.72

Loveholidays.com leads with 25.34% click share, followed by TUI at 9.24%. ‘Others’ collectively hold 32.72%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 UK Travel Holiday Type 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	onthebeach.co.uk	tui.co.uk	easyjet.com	lastminute.com	virginatlantic.com	pocruises.com	britishairways.com	holidayhypermarket.co.uk
2025/01/01	21.99%	6.44%	6.87%	8.49%	5.92%	5.52%	2.75%	2.57%	2.59%	3.27%
2025/01/02	23.58%	4.91%	7.18%	7.57%	5.6%	5.12%	2.69%	3.55%	3.11%	2.52%
2025/01/03	21.28%	6.99%	7.26%	7.74%	5.96%	5.07%	2.67%	3.26%	3.57%	3.12%
2025/01/04	21.19%	7.4%	7.84%	8.25%	5.27%	5.36%	3%	3.1%	3.19%	2.4%
2025/01/05	22.45%	7.5%	6.35%	8.08%	5.28%	4.61%	2.46%	3.22%	3.15%	2.46%
2025/01/06	17.12%	7.85%	7.32%	8.45%	5.83%	4.6%	2.85%	3.67%	3.54%	2.45%
2025/01/07	21.63%	7.15%	6.13%	8.1%	5.46%	4.58%	2.98%	3.99%	3.51%	3.02%
2025/01/08	20.29%	7.21%	5.78%	8.6%	4.44%	5.55%	2.18%	4.25%	3.13%	2.98%
2025/01/09	18.39%	7.53%	5.86%	8.62%	5.04%	5.54%	2.06%	4.16%	3.38%	2.96%
2025/01/10	18.97%	8.08%	5.81%	8.65%	5.68%	6.68%	1.76%	4.01%	2.98%	2.78%
2025/01/11	18.85%	8.84%	5.59%	8.51%	5.28%	5.76%	1.87%	4.45%	2.33%	2.58%
2025/01/12	18.59%	9.75%	5.54%	8.48%	4.66%	6.14%	1.98%	4.28%	2.23%	2.4%
2025/01/13	18.93%	8.27%	6.09%	8.1%	4.66%	6.14%	2.34%	4.65%	2.59%	2.2%
2025/01/14	18.5%	7.6%	5.59%	8.16%	4.51%	6.23%	2.49%	4.82%	2.68%	2.22%
2025/01/15	17.64%	8.14%	6.1%	8.54%	3.8%	6.12%	3.33%	4.52%	2.67%	2.02%
2025/01/16	18.26%	7.49%	5.84%	8.58%	5.02%	5.53%	2.1%	4.15%	3.37%	2.95%
2025/01/21	16.33%	7.96%	6.03%	8.47%	5.82%	6.13%	2.35%	2.06%	3.62%	2.38%
2025/01/22	16.81%	8.02%	6.1%	7.92%	6.11%	6.23%	3.09%	2.01%	3.48%	2.36%
2025/01/23	17.2%	7.36%	5.81%	8.92%	5.71%	6.36%	3.13%	2.24%	3.26%	2.54%
2025/01/24	17.76%	7.61%	5.19%	8.74%	5.75%	5.95%	3.18%	2.58%	4.09%	2.47%
2025/01/25	16.15%	7.68%	5.39%	8.47%	6.01%	7.1%	2.56%	2.41%	3.89%	2.19%
2025/01/26	16.83%	7.51%	5.62%	8.41%	6.58%	6.06%	2.79%	2.56%	3.46%	2.46%
2025/01/27	17.05%	6.82%	5.95%	7.7%	6.33%	5.66%	2.7%	2.14%	4.02%	2.38%
2025/01/28	16.45%	7.18%	6.08%	8.68%	6.62%	6.29%	2.36%	2.12%	3.81%	2.41%
2025/01/29	16.32%	6.8%	6.17%	7.46%	5.91%	6.11%	3.79%	2.97%	3.18%	2.49%
2025/01/30	16.27%	6.93%	5.42%	6.84%	5.93%	5.77%	4.18%	2.99%	2.61%	2.38%
2025/01/31	16.53%	7.63%	7.06%	6.87%	5.47%	5.27%	3.6%	2.6%	2.58%	2.55%

Loveholidays.com led January with a fluctuating spend share, peaking early at 23.58%. Jet2holidays.com steadily increased, while onthebeach.co.uk saw a decline. Tui.co.uk maintained a strong presence, ending with 6.87%.

Market Exposure

Competitor Count for UK Travel Holiday Type

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	1622
2025/01/02	1501
2025/01/03	1564
2025/01/04	1453
2025/01/05	1486
2025/01/06	1470
2025/01/07	1469
2025/01/08	1447
2025/01/09	1487
2025/01/10	1468
2025/01/11	1402
2025/01/12	1418
2025/01/13	1412
2025/01/14	1422
2025/01/15	1413
2025/01/16	1487
2025/01/21	1434
2025/01/22	1381
2025/01/23	1418
2025/01/24	1426
2025/01/25	1352
2025/01/26	1358
2025/01/27	1411
2025/01/28	1378
2025/01/29	1460
2025/01/30	1545
2025/01/31	1508

January began with 1,622 advertisers, fluctuating throughout the month, and concluded with 1,508.

Campaign Efficiency

Market Loss & Market Gains for UK Travel Holiday Type

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
easyjet.com	0.92%
ritzcarltonyachtcollection.com	0.42%
virginatlantic.com	0.4%
holidayhomes.co.uk	0.39%
lastminute.com	0.36%
jet2holidays.com	-0.22%
airbnb.co.uk	-0.27%
tui.co.uk	-0.81%
loveholidays.com	-2.1%
pocruises.com	-2.24%

Easyjet.com soared with a 0.92% click share increase, while pocruises.com plummeted by 2.24%.

Campaign Efficiency

UK Travel Holiday Type 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	loveholidays.com	jet2holidays.com	onthebeach.co.uk	tui.co.uk	easyjet.com	travelsupermarket.com	booking.com	lastminute.com	pocruises.com	britishairways.com
2025/01/01	18.66%	5.36%	5.88%	7.18%	4.93%	1.32%	3.74%	2.85%	3.18%	2.74%
2025/01/02	20.24%	4.14%	6.34%	6.58%	4.64%	1.84%	3.61%	2.7%	4.36%	3.27%
2025/01/03	18.09%	5.78%	6.28%	6.41%	4.97%	1.66%	3.78%	2.81%	4.03%	3.78%
2025/01/04	17.78%	6.25%	6.9%	7.09%	4.38%	2.48%	3.42%	2.88%	3.84%	3.41%
2025/01/05	19.15%	6.18%	5.53%	7.19%	4.33%	2.49%	3.6%	2.38%	4.07%	3.46%
2025/01/06	14.22%	6.6%	6.55%	7.12%	4.69%	2.33%	3.4%	2.38%	4.48%	3.88%
2025/01/07	18.65%	5.93%	5.48%	6.65%	4.52%	2.03%	3.25%	2.33%	4.85%	3.56%
2025/01/08	16.95%	6.04%	5.31%	6.85%	3.62%	2.83%	3.13%	2.84%	5.25%	3.23%
2025/01/09	15.15%	6.26%	4.99%	6.61%	4.17%	2.88%	2.93%	3.18%	5.18%	3.5%
2025/01/10	15.85%	6.85%	4.93%	6.76%	4.59%	3.01%	2.58%	3.8%	5.18%	3.02%
2025/01/11	15.47%	7.45%	4.83%	6.8%	4.31%	3.14%	2.66%	3.27%	5.89%	2.36%
2025/01/12	15.25%	8.19%	4.77%	6.79%	3.71%	3.51%	2.66%	3.53%	5.59%	2.28%
2025/01/13	15.66%	6.8%	5.2%	6.51%	3.68%	3.15%	2.63%	3.47%	6.11%	2.58%
2025/01/14	15.7%	6.36%	4.79%	6.36%	3.55%	2.98%	2.97%	3.55%	6.31%	2.66%
2025/01/15	14.38%	6.84%	5.29%	6.88%	3%	3.19%	2.91%	3.5%	6.07%	2.69%
2025/01/16	15.14%	6.28%	5.01%	6.64%	4.18%	2.88%	2.96%	3.2%	5.22%	3.51%
2025/01/21	13.03%	6.75%	5.31%	6.14%	4.87%	3.31%	3.48%	3.55%	1.99%	3.73%
2025/01/22	14.01%	6.75%	5.32%	5.56%	5.16%	2.64%	2.9%	3.52%	2.15%	3.71%
2025/01/23	14.25%	6.26%	5.12%	7.01%	4.95%	2.38%	2.97%	3.35%	2.33%	3.38%
2025/01/24	14.86%	6.33%	4.44%	6.42%	4.8%	2.02%	3.11%	3.12%	2.61%	4.47%
2025/01/25	13.29%	6.65%	4.86%	5.9%	4.96%	2.86%	2.5%	4.12%	2.6%	4.22%
2025/01/26	14.24%	6.42%	5.16%	5.97%	5.77%	3.17%	2.7%	3.44%	2.65%	3.79%
2025/01/27	13.67%	5.78%	5.39%	5.72%	5.36%	3.2%	3.69%	3.22%	2.25%	4.47%
2025/01/28	13.53%	5.94%	5.36%	6.51%	5.64%	2.93%	3.02%	3.79%	2.22%	4.13%
2025/01/29	13.35%	5.77%	5.46%	5.42%	4.83%	2.86%	3.39%	3.68%	3.23%	3.28%
2025/01/30	13.07%	5.69%	4.58%	4.9%	4.86%	3.22%	4.02%	3.19%	3.33%	2.7%
2025/01/31	13.26%	6.49%	6.07%	4.88%	4.55%	3.83%	3.44%	2.87%	2.8%	2.63%

Loveholidays.com started strong but declined, ending January at 13.26%. Jet2holidays.com rose steadily, finishing at 6.49%. Onthebeach.co.uk fluctuated, closing at 6.07%. Tui.co.uk saw a drop, ending at 4.88%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Travel Holiday Type

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
Stay In A Luxury Forest Lodge - £40 Off A Center Parcs ™ Break https://www.centerparcs.co.uk
Book 3 Months Ahead For £40 off + 3 Extra Perks. Offer Ends 11th March 2025. *T&Cs Apply.
2
Huge Winter Sale Event Now On | Book All Inclusive Holidays https://www.holidayhypermarket.co.uk › all-inclusive › cheap-deals
Part Of Europe's Largest Tour Operator With UK Based Travel Experts. Book With Confidence!
3
loveholidays™ Official Site | Up to £400 Off Holidays https://www.loveholidays.com
Thousands of Great Deals Now Live - Save £100s In Our Sale With Deposits from £25pp. More Deals Than Ever Before - Package Holidays Made Easy!
4
Book Your Ideal Holiday Today - 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...
5
Virgin Atlantic Holidays Sale | Virgin Holidays Sale Now On https://www.virginatlantic.com
Save on your dream holiday with Virgin Atlantic Holidays. Sale on now. Amazing holiday...

In the competitive world of travel PPC, Center Parcs entices with luxury forest lodges and early booking perks. Holiday Hypermarket highlights its vast network and UK expertise. Loveholidays offers substantial savings and easy booking. On the Beach promotes flexibility with low deposits. Virgin Atlantic promises dream holidays at sale prices.

Frequently Asked Questions

Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
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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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