UK Travel Transportation - PPC Market Share Analysis December 2024

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Transportation 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 Transportation 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
kayak.co.uk	1.87
wizzair.com	1.92
cheapflights.co.uk	2.01
trip.com	2.39
virginatlantic.com	2.53
amazon.co.uk	3.49
nationalrail.co.uk	5.83
thetrainline.com	6.8
skyscanner.net	7.11
britishairways.com	7.45
others	58.6

In the travel PPC landscape, ‘others’ dominate with 58.6% click share. British Airways leads individual advertisers at 7.45%, followed by Skyscanner at 7.11%. The Trainline and National Rail capture 6.8% and 5.83%, respectively.

Market Exposure

Share of Spend for the top 10 UK Travel Transportation 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	skyscanner.net	thetrainline.com	britishairways.com	virginatlantic.com	kayak.co.uk	amazon.co.uk	cheapflights.co.uk	trip.com	booking.com	heathrow.com
2024/12/01	6.54%	3.86%	2.78%	2.59%	2.44%	2.58%	2.07%	2.73%	2.07%	2.76%
2024/12/02	6.23%	4.62%	2.56%	2.58%	2.61%	2.37%	2.3%	3.12%	2.48%	2.85%
2024/12/03	6.21%	5.82%	2.59%	1.34%	3.02%	1.54%	2.36%	2.7%	2.55%	2.87%
2024/12/04	6.37%	4.35%	2.74%	1.55%	2.83%	1.86%	2.53%	2.61%	2.46%	3.37%
2024/12/05	5.83%	5.05%	2.99%	1.8%	2.53%	2.38%	1.6%	2.32%	3.08%	3.11%
2024/12/06	6.03%	5.74%	2.85%	1.98%	2.6%	2.43%	1.58%	2.07%	2.93%	2.65%
2024/12/07	6.21%	5.15%	2.9%	2.03%	2.95%	2%	1.97%	2.65%	3.46%	2.54%
2024/12/08	6.06%	5.67%	2.83%	2.05%	3.19%	1.59%	2.09%	2.51%	3%	2.75%
2024/12/09	6.47%	4.88%	2.77%	2.42%	2.76%	2.31%	2.07%	2.32%	3.02%	2.98%
2024/12/10	6.66%	5.21%	2.78%	2.05%	2.67%	3.13%	1.98%	2.42%	2.99%	3.05%
2024/12/11	6.93%	5.18%	2.48%	1.67%	3.19%	2.79%	1.93%	2.58%	3.05%	2.46%
2024/12/12	6.56%	5.94%	2.56%	1.89%	2.62%	2.69%	1.52%	3.16%	3.69%	2.6%
2024/12/13	6.32%	5.78%	2.68%	2.12%	1.84%	3.24%	1.58%	3.2%	3.26%	2.45%
2024/12/14	5.84%	5.39%	2.57%	2.25%	2.31%	2.16%	1.7%	3.29%	3.58%	2.87%
2024/12/15	6.08%	5.47%	2.55%	2.7%	2.16%	2.57%	1.83%	2.84%	3.68%	2.61%
2024/12/16	6.11%	6%	2.44%	2.88%	2.07%	2.74%	1.55%	3.01%	3.55%	2.87%
2024/12/17	6.48%	4.46%	3.08%	2.79%	1.94%	3.76%	1.51%	2.63%	2.59%	2.9%
2024/12/18	6.81%	4.42%	2.85%	2.68%	2.36%	3.82%	2.09%	2.72%	2.64%	2.89%
2024/12/19	6.49%	3.77%	2.72%	3.16%	2.86%	3.93%	2.13%	2.83%	2.53%	2.01%
2024/12/20	6.94%	5.75%	2.67%	2.9%	2.65%	3.33%	2.26%	2.76%	1.94%	2.59%
2024/12/21	7.29%	3.06%	3.73%	3.06%	2.37%	2.97%	2.2%	2.38%	2.87%	2.26%
2024/12/22	6.59%	5.69%	3.4%	2.67%	2.6%	2.81%	1.88%	2.75%	2.94%	1.99%
2024/12/23	6.64%	5.89%	3.06%	2.93%	2.36%	2.94%	1.87%	2.27%	2.41%	2.65%
2024/12/24	7.26%	4.69%	3.27%	2.63%	2.51%	2.92%	2.17%	2.51%	2.74%	1.95%
2024/12/25	6.87%	3.75%	4.11%	2.73%	2.35%	2.06%	1.67%	2.74%	3.06%	1.83%
2024/12/26	7.75%	4.39%	3.76%	3.48%	3.06%	2.41%	2.27%	2.61%	2.99%	1.93%
2024/12/27	8.01%	5.45%	3.94%	3.13%	3.26%	2.71%	2.13%	2.67%	2.81%	1.99%
2024/12/28	7.81%	4.03%	3.73%	2.6%	3.16%	2.66%	2.38%	1.96%	2.82%	1.83%
2024/12/29	8.09%	5.09%	3.68%	2.28%	2.62%	2.73%	2.57%	2%	2.83%	1.99%
2024/12/30	8.19%	4.75%	3.57%	2.17%	3.17%	3.15%	2.31%	2.09%	3.08%	1.99%
2024/12/31	8.36%	4.51%	3.97%	3.34%	2.91%	2.89%	2.63%	2.34%	2.23%	1.8%

In December 2024, Skyscanner.net’s PPC spend share surged from 6.54% to 8.36%, peaking at 8.19% on December 30. Thetrainline.com fluctuated, starting at 3.86% and ending at 4.51%. Britishairways.com saw a rise from 2.78% to 3.97%, while Virginatlantic.com increased from 2.59% to 3.34%. Kayak.co.uk’s share varied, closing at 2.91%. Amazon.co.uk’s share rose to 2.89% by month-end. Cheapflights.co.uk ended at 2.63%, and Trip.com at 2.34%. Booking.com fluctuated, finishing at 2.23%. Heathrow.com saw a decline, ending at 1.80%.

Market Exposure

Competitor Count for UK Travel Transportation

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	2265
2024/12/02	2404
2024/12/03	2337
2024/12/04	2372
2024/12/05	2464
2024/12/06	2416
2024/12/07	2461
2024/12/08	2440
2024/12/09	2462
2024/12/10	2486
2024/12/11	2550
2024/12/12	3591
2024/12/13	3621
2024/12/14	3583
2024/12/15	3654
2024/12/16	3541
2024/12/17	3008
2024/12/18	2986
2024/12/19	2985
2024/12/20	2834
2024/12/21	2694
2024/12/22	2636
2024/12/23	2424
2024/12/24	2241
2024/12/25	2362
2024/12/26	2247
2024/12/27	2246
2024/12/28	2209
2024/12/29	2148
2024/12/30	2183
2024/12/31	2140

December began with 2,265 advertisers, peaking mid-month at 3,654. A decline followed, ending the month at 2,140.

Campaign Efficiency

Market Loss & Market Gains for UK Travel Transportation

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
nationalrail.co.uk	3.67%
skyscanner.net	0.74%
britishairways.com	0.55%
virginatlantic.com	0.38%
nationalexpress.com	0.37%
trip.com	-0.32%
flixbus.co.uk	-0.32%
booking.com	-0.37%
avantiwestcoast.co.uk	-0.49%
thetrainline.com	-1.06%

Nationalrail.co.uk surged with a 3.67% click share increase, while thetrainline.com dropped by 1.06%. Skyscanner.net rose by 0.74%, contrasting with avantiwestcoast.co.uk’s 0.49% decline.

Campaign Efficiency

UK Travel Transportation 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	skyscanner.net	amazon.co.uk	nationalrail.co.uk	britishairways.com	thetrainline.com	trip.com	cheapflights.co.uk	opodo.co.uk	booking.com	edreams.co.uk
2024/12/01	5.24%	6.35%	1.61%	3.48%	3.99%	4.36%	2.18%	2.09%	2.02%	2.04%
2024/12/02	5.1%	5.63%	1.42%	3.35%	4.19%	4.83%	2.45%	2.04%	2.49%	1.58%
2024/12/03	5.07%	4.07%	1.6%	3.43%	4.84%	4.3%	2.54%	1.89%	2.72%	2.15%
2024/12/04	5.29%	4.5%	1.97%	3.41%	4.17%	4.28%	2.66%	2.41%	2.59%	2.2%
2024/12/05	4.74%	5.67%	1.54%	3.82%	4.4%	3.82%	1.69%	1.72%	3.18%	2.25%
2024/12/06	4.97%	5.66%	1.43%	3.73%	5.17%	3.54%	1.63%	1.91%	3.11%	2.12%
2024/12/07	5.2%	4.49%	0.98%	3.76%	5.27%	4.48%	2.15%	2.08%	3.52%	2.3%
2024/12/08	5.29%	3.73%	1.25%	3.93%	5.37%	4.34%	2.35%	2.16%	3%	2.41%
2024/12/09	5.49%	5.61%	1.78%	4.07%	3.82%	3.96%	2.31%	2.14%	3.02%	1.66%
2024/12/10	5.51%	7.48%	2.22%	3.75%	4.2%	4.04%	2.11%	1.93%	2.94%	1.54%
2024/12/11	5.85%	6.33%	1.58%	3.58%	4.86%	4.25%	2.09%	2.6%	3.01%	1.45%
2024/12/12	5.03%	5.76%	1.48%	3.12%	4.76%	5.31%	1.49%	1.7%	3.57%	1.2%
2024/12/13	4.62%	6.9%	1.92%	3.31%	4.59%	5.11%	1.47%	1.76%	3.5%	1.07%
2024/12/14	4.43%	4.56%	1.5%	3.32%	4.42%	5.52%	1.57%	2.02%	3.88%	1.19%
2024/12/15	4.64%	5.56%	1.13%	3.26%	4.33%	5.1%	1.78%	2.31%	4.06%	1.78%
2024/12/16	4.85%	5.61%	1.58%	3.05%	5.42%	4.9%	1.57%	2.27%	3.85%	1.59%
2024/12/17	5.3%	8.38%	2.61%	3.93%	3.76%	4.15%	1.67%	1.8%	2.53%	1.56%
2024/12/18	5.7%	8.85%	2.33%	3.62%	3.65%	4.63%	2.27%	1.36%	2.7%	1.25%
2024/12/19	5.33%	8.57%	2.42%	3.3%	3.52%	4.5%	2.22%	2.57%	2.49%	1.74%
2024/12/20	5.56%	7.73%	3.18%	3.25%	5.08%	4.33%	2.38%	2.3%	1.97%	2.45%
2024/12/21	5.93%	7.14%	2.79%	4.59%	3.11%	3.95%	2.37%	2.35%	2.91%	3.01%
2024/12/22	5.5%	6.84%	3.06%	4.32%	5.26%	4.71%	2.1%	1.75%	2.97%	2.52%
2024/12/23	5.78%	7.33%	3.83%	4.06%	4.81%	3.94%	2.07%	2.1%	2.51%	2.3%
2024/12/24	5.94%	6.83%	3.43%	4.2%	4.73%	3.93%	2.27%	2.38%	2.74%	2.61%
2024/12/25	5.72%	4.55%	3.63%	5.05%	4.27%	4.69%	1.79%	1.61%	3.08%	2.46%
2024/12/26	6.33%	5.29%	3.97%	4.8%	4.47%	4.47%	2.34%	2.32%	3.28%	3.01%
2024/12/27	6.56%	6.14%	2.75%	5.07%	5.26%	4.23%	2.41%	2.75%	3.07%	2.85%
2024/12/28	6.63%	6.33%	2.95%	4.93%	3.73%	3.36%	2.73%	2.43%	2.86%	2.49%
2024/12/29	6.73%	6.49%	3.62%	4.77%	4.72%	3.41%	2.94%	2.45%	2.78%	2.03%
2024/12/30	6.83%	7.04%	4.06%	4.75%	3.96%	3.58%	2.65%	2.67%	3.1%	1.28%
2024/12/31	6.71%	6.51%	5.47%	5.2%	4.36%	3.9%	3.01%	2.43%	2.17%	1.24%

In December 2024, Amazon.co.uk led with fluctuating impressions, peaking mid-month. Skyscanner.net steadily rose, ending strong. Nationalrail.co.uk surged late, while British Airways saw consistent growth. The month concluded with Amazon.co.uk maintaining dominance.

Campaign Efficiency

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

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
British Airways Official Site https://www.britishairways.com
Book Online Now — The BA experience; from our signature warm welcome to arriving safely at your destination.
2
Ryanair Flights https://www.edreams.co.uk/ryanair/cheap_flights
Book Cheap Flights — Book Your Flight Today and Get the Lowest Fare. Book Your Flight with eDreams and Save.
3
Get The Heathrow App | Track Your Flight In App https://www.heathrow.com › heathrow › app
Download The Heathrow App Today To Receive Live Notifications For Your Flight.
4
Plan & Check Your Journey - Check Train Times & Changes https://www.nationalrail.co.uk
Changes To Services And Longer Journey Times Expected Between 21st December To 2nd January
5
Flash Sale Railcard 15% Off - £25.5 Railcards (usually £30) https://uk.trip.com › train › railcards
Don't miss out on 15% off Railcards on flash sale. Get on track for less. Enjoy 1/3 off rail travel with a...

In the bustling world of travel and transportation, top-performing PPC ads reveal a tapestry of enticing offers. British Airways promises a warm welcome, while eDreams and Wizz Air highlight affordable flights. Parking solutions at Heathrow and Gatwick boast savings up to 60%, and Trainline simplifies rail travel. Each ad weaves a narrative of convenience, savings, and seamless journeys.

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