UK Travel Transportation - PPC Market Share Analysis February 2025

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.

See more data

Share of Clicks - Last month
Domain	Share of clicks
thetrainline.com	9.62
skyscanner.net	8.35
britishairways.com	6.57
virginatlantic.com	2.92
trip.com	2.72
cheapflights.co.uk	2.37
kayak.co.uk	2.35
amazon.co.uk	2.19
heathrow.com	2.06
nationalexpress.com	1.99
others	58.86

In the travel PPC landscape, ‘thetrainline.com’ leads with 9.62% click share, followed by ‘skyscanner.net’ at 8.35%. ‘Others’ dominate with 58.86%, highlighting diverse competition.

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.

See more data

Share of Spend - Last Month
Date	skyscanner.net	thetrainline.com	kayak.co.uk	trip.com	virginatlantic.com	heathrow.com	britishairways.com	cheapflights.co.uk	booking.com	edreams.co.uk
2025/01/01	8.07%	4.13%	2.99%	2.71%	2.59%	2.56%	3.82%	2.46%	2.85%	1.2%
2025/01/02	8.76%	4.32%	2.99%	3.04%	3.75%	2.65%	3.84%	2.91%	2.83%	1.61%
2025/01/03	8.49%	4.45%	2.81%	2.69%	3.24%	2.72%	4.2%	2.41%	2.95%	1.32%
2025/01/04	8.45%	4.34%	2.58%	2.93%	3.78%	2.66%	4.28%	2.62%	2.74%	2.28%
2025/01/05	8.16%	4.91%	3.02%	2.91%	3.86%	2.48%	3.76%	2.54%	3.23%	1.68%
2025/01/06	7.88%	4.68%	2.84%	2.64%	4.23%	3.18%	3.31%	2.24%	2.68%	1.98%
2025/01/07	8.57%	5.09%	2.31%	2.29%	3.76%	3.36%	3.88%	2.16%	2.57%	1.55%
2025/01/08	7.73%	5.15%	3.19%	2.35%	2.99%	3.36%	3.14%	2.24%	2.74%	2.13%
2025/01/09	7.19%	5.95%	3.28%	2.6%	2.5%	3.96%	2.93%	1.9%	2.85%	1.85%
2025/01/10	7.79%	5.8%	3.33%	2.67%	2.81%	3.77%	3.18%	2.28%	2.77%	2.18%
2025/01/11	7.75%	6.28%	3.31%	2.91%	2.85%	3.5%	3.1%	2.5%	2.89%	2.57%
2025/01/12	7.43%	5.11%	3.46%	2.73%	3.17%	3.64%	3.28%	2.63%	3.07%	2.75%
2025/01/13	7.92%	4.82%	3.08%	2.29%	3.15%	4.61%	3.36%	2.57%	3.08%	2.23%
2025/01/14	7.07%	6.18%	2.57%	2.78%	2.91%	3.77%	2.95%	1.93%	3.36%	1.96%
2025/01/15	7.69%	6.8%	2.65%	3.06%	2.74%	3.79%	3.23%	2.41%	2.87%	2.03%
2025/01/16	7.14%	5.9%	3.27%	2.6%	2.46%	3.96%	2.91%	1.89%	2.84%	1.84%
2025/01/21	7.86%	6.32%	4.21%	1.97%	2.59%	3.11%	2.81%	2.32%	3.26%	1.72%
2025/01/22	7.76%	5.36%	3.88%	1.49%	3.47%	3.17%	3.13%	2.28%	2.74%	1.74%
2025/01/23	7.08%	5.24%	2.92%	2.76%	3.85%	2.8%	3.2%	2%	2.83%	1.86%
2025/01/24	6.64%	5.63%	2.7%	3.46%	3.47%	3.01%	3.47%	1.84%	3.01%	1.79%
2025/01/25	7.05%	6.25%	3.95%	2.87%	3.83%	2.62%	2.95%	2.08%	2.68%	2.02%
2025/01/26	7.58%	5.5%	3.17%	2.55%	4.29%	2.57%	3.44%	2.05%	2.47%	1.67%
2025/01/27	8.06%	4.88%	3.02%	2.88%	2.73%	2.67%	3.28%	2.03%	3.24%	1.55%
2025/01/28	7.97%	5.48%	3.44%	2.4%	2.96%	3.23%	3.06%	2.16%	3%	1.45%
2025/01/29	8.18%	5.64%	4.14%	2.87%	2.56%	2.89%	2.37%	2.34%	2.91%	1.81%
2025/01/30	7.96%	5.76%	4.87%	3.03%	2.57%	2.81%	2.34%	2.49%	2.29%	1.54%
2025/01/31	7.6%	6.19%	4.85%	2.87%	2.68%	2.5%	2.44%	2.28%	2.08%	1.36%

Skyscanner led January with fluctuating spend, peaking early. The Trainline surged mid-month, while Kayak and Trip.com showed steady growth. Virgin Atlantic and Heathrow saw varied trends, ending with moderate shares.

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.

See more data

Competitor Count - Last month
Date	Competitor Count
2025/01/01	2228
2025/01/02	2117
2025/01/03	2182
2025/01/04	2123
2025/01/05	2145
2025/01/06	2178
2025/01/07	2209
2025/01/08	2164
2025/01/09	2234
2025/01/10	2206
2025/01/11	2195
2025/01/12	2172
2025/01/13	2116
2025/01/14	2210
2025/01/15	2163
2025/01/16	2234
2025/01/21	2138
2025/01/22	2053
2025/01/23	2058
2025/01/24	2046
2025/01/25	1953
2025/01/26	1917
2025/01/27	2042
2025/01/28	1993
2025/01/29	2189
2025/01/30	2301
2025/01/31	2197

January saw fluctuating advertiser numbers, peaking at 2,301 on January 30. The month concluded with 2,197 advertisers, reflecting dynamic market activity.

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.

See more data

Market Loss & Market Gains - Last month
Name	Market Trend
expedia.co.uk	0.77%
kayak.co.uk	0.67%
avantiwestcoast.co.uk	0.56%
emirates.com	0.33%
thetrainline.com	0.33%
amazon.co.uk	-0.57%
britishairways.com	-0.59%
heathrow.com	-0.81%
eurostar.com	-0.91%
wizzair.com	-1.07%

Expedia.co.uk leads with a 0.77% click share rise, while Wizzair.com drops by 1.07%. Kayak.co.uk and Avantiwestcoast.co.uk also gain, contrasting Eurostar.com’s 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.

See more data

Date	skyscanner.net	thetrainline.com	trip.com	amazon.co.uk	kayak.co.uk	britishairways.com	cheapflights.co.uk	virginatlantic.com	booking.com	edreams.co.uk
2025/01/01	6.51%	4.41%	4.5%	6.07%	2.08%	4.3%	2.71%	1.44%	2.85%	1.34%
2025/01/02	7.22%	5.25%	5.19%	5.95%	2.16%	4.39%	3.22%	1.94%	2.98%	1.8%
2025/01/03	7.07%	4.88%	4.86%	4.95%	1.9%	5.2%	2.62%	2.09%	3.07%	1.81%
2025/01/04	6.82%	4.81%	5%	5.65%	1.97%	4.83%	2.92%	2.09%	2.84%	2.87%
2025/01/05	6.73%	5.82%	5.12%	5.24%	2.15%	4.34%	2.77%	2.41%	3.36%	2.04%
2025/01/06	6.58%	5.93%	4.53%	5.44%	2.08%	3.87%	2.41%	2.48%	2.73%	2.62%
2025/01/07	7.1%	5.31%	4%	4.91%	1.64%	4.45%	2.52%	2.09%	2.7%	2.16%
2025/01/08	6.51%	5.49%	4.04%	4.45%	2.16%	3.65%	2.56%	1.69%	2.72%	2.8%
2025/01/09	6.17%	6.09%	4.48%	3.81%	2.15%	3.37%	2.25%	1.6%	2.98%	2.45%
2025/01/10	6.58%	6.14%	4.62%	3.97%	2.25%	3.67%	2.62%	1.75%	2.91%	2.91%
2025/01/11	6.78%	6.77%	5.09%	3.5%	2.28%	3.64%	2.87%	1.66%	2.9%	3.58%
2025/01/12	6.53%	5.9%	4.83%	2.61%	2.42%	3.92%	3.09%	2.01%	3.25%	3.74%
2025/01/13	6.88%	5.61%	4.19%	2.97%	2.21%	4.02%	3.02%	2.01%	3.39%	3.24%
2025/01/14	6.08%	6.68%	5%	2.56%	1.75%	3.49%	2.27%	1.88%	3.67%	2.79%
2025/01/15	6.43%	7.56%	5.26%	3.18%	1.7%	3.67%	2.63%	1.69%	3.23%	2.97%
2025/01/16	6.16%	6.09%	4.49%	3.81%	2.16%	3.37%	2.24%	1.59%	2.98%	2.45%
2025/01/21	6.93%	6.26%	3.39%	2.13%	2.82%	3.33%	2.66%	1.95%	3.37%	2.63%
2025/01/22	6.69%	5.26%	2.56%	2.5%	2.6%	3.73%	2.62%	2.87%	2.88%	2.61%
2025/01/23	5.95%	5.74%	4.82%	2.04%	1.96%	3.71%	2.21%	3.05%	3.17%	2.58%
2025/01/24	5.46%	5.56%	5.96%	1.58%	1.77%	4.09%	2.06%	2.65%	3.16%	2.3%
2025/01/25	5.94%	6.78%	5.02%	1.75%	2.6%	3.27%	2.29%	3.52%	2.72%	2.81%
2025/01/26	6.52%	5.89%	4.58%	2.01%	2.17%	4.19%	2.33%	3.94%	2.51%	2.38%
2025/01/27	6.84%	5.63%	5.01%	3.26%	2%	3.86%	2.26%	2.16%	3.26%	2.15%
2025/01/28	6.86%	6.09%	4.34%	4.37%	2.21%	3.84%	2.4%	2.07%	3.06%	2.12%
2025/01/29	7.02%	5.65%	4.9%	3.68%	2.82%	2.89%	2.6%	1.87%	2.95%	2.43%
2025/01/30	6.82%	5.82%	5.1%	3.39%	3.26%	2.74%	2.67%	1.85%	2.26%	2.26%
2025/01/31	6.49%	6.11%	4.92%	3.38%	3.24%	2.92%	2.58%	2.18%	2.17%	2.06%

Skyscanner led January with fluctuating impressions, peaking at 7.22%. The Trainline surged mid-month, reaching 7.56%. Trip.com and Amazon saw declines, while Virgin Atlantic spiked late. The month ended with Skyscanner dominant.

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.

See more data

1
British Airways https://www.britishairways.com
The BA Sale Is Now On — Book now in the BA Sale and save on your next break. On sale until 28th January. The British...
2
Ryanair Flights https://www.edreams.co.uk/flights/edreams©
Cheap Flight Bookings — Join the World's Largest Travel Subscription Program and Take Advantage Of Our Discounts.
3
Get The Heathrow App | Track Your Flight In App https://www.heathrow.com
Download The Heathrow App Today To Receive Live Notifications For Your Flight. Travel With Ease With The Heathrow App, Making Your Journey Smoother. Pre-Oder Food & Drinks.
4
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...
5
Virgin Atlantic Flight Deals | Save Up To £100 https://www.virginatlantic.com
Save up to £100 on selected flights when you book before 3rd February 2025. Selected flights up to £100 off in Upper and up to £20 in Economy.

In the competitive world of travel, British Airways entices with a timely sale, while Ryanair, via eDreams, highlights its vast travel subscription benefits. Heathrow Airport simplifies journeys with its app, and Trip.com offers railcard savings. Virgin Atlantic tempts with significant flight discounts.

Frequently Asked Questions

Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
The PPC Marketing Share Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

Learn more about our data.

Learn more about our data accuracy
Yes. The PPC Market Share Report 2024 aggregates data from across both device types and Google Shopping.
The PPC Market Share Report 2024 is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

Complete the form below to get started.
Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

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

Get the full picture

See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.