The UK Online Travel Agents market in 2025 is moving fast.
Heavyweight brands still set the pace, but nimble brands take share by matching intent and proving trust at every click. Our Travel Booking industry analysis shows package‑led journeys and transparent pricing now beat broad pages, while review depth and flexible payment options push undecided travellers over the line. Based on our Travel Booking market research, the growth rate is uneven across sub‑categories, with winners pairing intent‑matched content and trust signals. Overachievers punch above their weight with human, destination‑first content hubs – most notably loveholidays.com. The visibility and brand-search tables offer a strong proxy for tracking the Travel Booking market size and demand.
For the complete picture, download the free Travel Booking industry report.
Organic visibility (Organic Traffic score)
| # | Brand | Organic Traffic (Jul 2025) | Organic Traffic (Jul 2024) | YoY | vs Market |
| 1 | tui.co.uk | 9,237,381 | 9,302,076 | -1% | -5% |
| 2 | easyjet.com | 7,392,971 | 6,313,712 | +17% | +13% |
| 3 | skyscanner.net | 6,970,742 | 7,137,688 | -2% | -6% |
| 4 | booking.com | 6,734,582 | 6,347,231 | +6% | +2% |
| 5 | jet2holidays.com | 4,045,006 | 3,575,590 | +13% | +9% |
| 6 | ryanair.com | 3,320,100 | 3,272,166 | +1% | -3% |
| 7 | loveholidays.com | 2,812,877 | 2,343,453 | +20% | +16% |
| 8 | onthebeach.co.uk | 2,519,098 | 1,311,605 | +92% | +88% |
| 9 | expedia.co.uk | 1,866,902 | 2,543,240 | -27% | -31% |
| 10 | kayak.co.uk | 1,508,486 | 2,117,609 | -29% | -33% |
| 11 | trivago.co.uk | 1,401,620 | 1,410,214 | -1% | -5% |
| 12 | lastminute.com | 1,376,077 | 1,250,556 | +10% | +6% |
| 13 | thomascook.com | 1,304,974 | 1,418,943 | -8% | -12% |
| 14 | jet2.com | 1,246,840 | 1,244,689 | – | -4% |
| 15 | pocruises.com | 1,228,897 | 1,123,360 | +9% | +5% |
| 16 | virginatlantic.com | 1,147,784 | 661,824 | +73% | +69% |
| 17 | travelodge.co.uk | 1,113,356 | 1,120,196 | -1% | -5% |
| 18 | wizzair.com | 991,705 | 920,496 | +8% | +4% |
| 19 | hotels.com | 799,681 | 1,104,325 | -28% | -32% |
| 20 | emirates.com | 672,208 | 489,587 | +37% | +33% |
| 21 | firstchoice.co.uk | 584,147 | 699,774 | -17% | -21% |
| 22 | haystravel.co.uk | 549,997 | 333,420 | +65% | +61% |
| 23 | cheapflights.co.uk | 404,606 | 472,517 | -14% | -18% |
| 24 | trailfinders.com | 400,218 | 239,620 | +67% | +63% |
| 25 | agoda.com | 388,863 | 241,736 | +61% | +57% |
| 26 | omio.co.uk | 386,449 | 518,777 | -26% | -30% |
| 27 | travelsupermarket.com | 300,070 | 601,021 | -50% | -54% |
| 28 | forestholidays.co.uk | 289,568 | 238,546 | +21% | +17% |
| 29 | travelrepublic.co.uk | 255,571 | 401,768 | -36% | -40% |
| 30 | sunshine.co.uk | 239,640 | 264,576 | -9% | -13% |
Full list of 100+ brands is available in the free Travel Booking market report – grab the 69‑page PDF.
Who’s actually winning?
TUI keeps the crown among the Travel Booking key players, but Easyjet shows the clearest momentum. Skyscanner takes a small step back while Booking.com edges up, steady as ever. The interesting story sits in the middle: Jet2holidays continues its climb, Ryanair is broadly flat, and Loveholidays grows.
Big global names like Expedia and Kayak lose ground in UK organic, underlining a theme we’ve seen for years. Scale helps, but specific intent-driven content and pages win..
Don’t chase head terms alone. Fix intent alignment on the pages that take money, and ensure your templates are fast, scannable, and decisive about next steps (baggage, seats, transfers, resort fees, refund rules).
Want the deeper dive on how loveholidays.com builds human‑first destination guides? Read the Loveholidays Spotlight →
Brand demand (Branded searches)
| # | Brand | Monthly brand searches |
| 1 | skyscanner.net | 5,000,000 |
| 2 | easyjet.com | 2,740,000 |
| 3 | tui.co.uk | 2,240,000 |
| 4 | jet2holidays.com | 2,240,000 |
| 5 | travelodge.co.uk | 1,500,000 |
| 6 | loveholidays.com | 1,220,000 |
| 7 | onthebeach.co.uk | 1,000,000 |
| 8 | booking.com | 823,000 |
| 9 | jet2.com | 823,000 |
| 10 | trivago.co.uk | 450,000 |
| 11 | emirates.com | 450,000 |
| 12 | cheapflights.co.uk | 450,000 |
| 13 | expedia.co.uk | 368,000 |
| 14 | ryanair.com | 301,000 |
| 15 | kayak.co.uk | 301,000 |
| 16 | wizzair.com | 246,000 |
| 17 | haystravel.co.uk | 246,000 |
| 18 | travelrepublic.co.uk | 201,000 |
| 19 | lastminute.com | 201,000 |
| 20 | klm.co.uk | 165,000 |
| 21 | thomascook.com | 135,000 |
| 22 | firstchoice.co.uk | 135,000 |
| 23 | secretescapes.com | 135,000 |
| 24 | etihad.com | 110,000 |
| 25 | holidaypirates.com | 90,500 |
| 26 | hotels.com | 74,000 |
| 27 | agoda.com | 74,000 |
| 28 | momondo.co.uk | 60,500 |
| 29 | uk.trip.com | 18,100 |
Full list in the free Travel Booking market report.
Brand demand — Travel Booking market research: why recall compounds everything
Skyscanner dominates branded search, which means their wins on generics compound.
Easyjet, TUI, and Jet2holidays have healthy demand that cushions algorithmic bumps. I think Jet2 has Jess Glyne to thank for that. Loveholidays and On the Beach continue to build recall, which helps them convert on guide and deal pages. Booking.com still commands attention, but it’s sharing the stage more than it used to.
If you’re sizing the category, pair this table with visibility to estimate the relative size of the Travel Booking market in organic demand.
Owned social engagement (Index)
| # | Brand | Owned social score |
| 1 | booking.com | 36,718 |
| 2 | emirates.com | 32,650 |
| 3 | trivago.co.uk | 25,700 |
| 4 | holidaypirates.com | 22,563 |
| 5 | skyscanner.net | 20,249 |
| 6 | expedia.co.uk | 14,386 |
| 7 | tui.co.uk | 13,483 |
| 8 | etihad.com | 13,337 |
| 9 | ryanair.com | 13,015 |
| 10 | secretescapes.com | 9,063 |
| 11 | uk.trip.com | 8,951 |
| 12 | agoda.com | 8,478 |
| 13 | wizzair.com | 8,168 |
| 14 | hotels.com | 8,152 |
| 15 | klm.co.uk | 5,366 |
| 16 | kayak.co.uk | 5,072 |
| 17 | easyjet.com | 5,025 |
| 18 | momondo.co.uk | 4,722 |
| 19 | loveholidays.com | 2,336 |
| 20 | thomascook.com | 2,219 |
| 21 | jet2holidays.com | 2,213 |
| 22 | jet2.com | 2,213 |
| 23 | lastminute.com | 1,633 |
| 24 | cheapflights.co.uk | 1,550 |
| 25 | firstchoice.co.uk | 1,230 |
| 26 | onthebeach.co.uk | 972 |
| 27 | haystravel.co.uk | 909 |
| 28 | travelrepublic.co.uk | 676 |
| 29 | travelodge.co.uk | 330 |
Full list and per‑platform breakdowns are in the free Travel Booking market report.
Digital brand awareness describes how familiar consumers are with your brand or products online, whether searching for your brand or interacting with it on social media.
To calculate this figure, we blend branded search metrics with the performance and reach of social channels for brands across the sector.
Owned social score considers followers and engaged conversations on all major social platforms. A strong owned audience now influences SEO more than ever—brand queries feed Google’s entity understanding, soften the impact of core updates and now, social content such as TikTok videos and Instagram reels are starting to be pulled into the SERP!
Reviews (volume & rating)
| # | Brand | Reviews | Avg rating |
| 1 | loveholidays.com | 289,140 | 4.9 |
| 2 | jet2holidays.com | 390,492 | 4.4 |
| 3 | opodo.co.uk | 291,359 | 4.4 |
| 4 | uk.trip.com | 141,185 | 4.4 |
| 5 | travelrepublic.co.uk | 82,113 | 4.7 |
| 6 | trailfinders.com | 57,398 | 5.0 |
| 7 | jet2.com | 113,741 | 4.4 |
| 8 | tui.co.uk | 150,121 | 4.5 |
| 9 | onthebeach.co.uk | 77,281 | 4.3 |
| 10 | haystravel.co.uk | 222,255 | 4.3 |
The full review leaderboard are in the Travel Booking industry report.
Loveholidays combines exceptional review depth with a high rating, which goes a long way on high‑value bookings. Jet2holidays, Opodo, Trip.com (UK) and Trailfinders all show how volume with good quality.
Visibility vs Authority
Traffic Scores × Authority — 2025
| Authority: Low | Authority: High | |
| Visibility: High | A — Overachievers: loveholidays.com, onthebeach.co.uk, thomascook.com, travelodge.co.uk, jet2.com, pocruises.com, firstchoice.co.uk, haystravel.co.uk | B — Leaders: booking.com, tui.co.uk, easyjet.com, skyscanner.net, ryanair.com, jet2holidays.com, expedia.co.uk, lastminute.com, |
| Visibility: Low | D — Challengers: omio.co.uk, travelsupermarket.com, cheapflights.co.uk, trailfinders.com, secretescapes.com, intrepidtravel.com, forestholidays.co.uk, kuoni.co.uk, | C — Sleeping Giants: hotels.com, agoda.com, uk.trip.com, singaporeair.com, flypgs.com, etihad.com, seatguru.com |
In A (Overachievers), you’ve got brands like loveholidays.com, onthebeach.co.uk, thomascook.com, travelodge.co.uk, jet2.com, pocruises.com, firstchoice.co.uk and haystravel.co.uk. They outrank their link equity because the on‑page work is tight, with intent‑matched content, fast pages, and helpful copy that answers booking questions without fluff. The risk for this group is volatility when algorithms lean harder on authority signals. The move now is to improve authority. Look to Digital PR that earns deep, relevant links to the exact pages that make money.
B (Leaders) – booking.com, tui.co.uk, easyjet.com, skyscanner.net, ryanair.com, jet2holidays.com, expedia.co.uk, lastminute.com, trivago.co.uk, kayak.co.uk, wizzair.com, emirates.com – combine brand demand with solid execution. Their challenge isn’t “more pages”; it’s tidying what already exists. Consolidate overlapping templates, cut thin content, and keep internal linking focused on the journeys that convert. This is also where CRO work like clearer baggage/fees tables, refund policy summaries, and live pricing context, can move the needle on conversion.
C (Sleeping Giants) – hotels.com, agoda.com, uk.trip.com, singaporeair.com, flypgs.com, etihad.com, seatguru.com – These guys carry serious authority but under‑deliver on organic demand. These brands could benefit most from resolving their on-site tech and structural issues. Identifying those problems and dealing with them in a priority order should be their key objective.
D (Challengers) – from omio.co.uk and travelsupermarket.com through to holidaygems.co.uk – sit low on both axes. Sites with low traffic scores and authority. Look on the bright side, there’s a lot of room for improvement. Brands in this zone should consider urgently rethinking their on-site technical and structural setup, also their keyword strategy and off-site campaigns.
What Next?
- Want the rest? Get the complete Travel Booking market research dataset (100+ brands, 11 KPIs) via the free 69‑page report.
- Need hands‑on support? Learn more about our eCommerce SEO service and see how we build “search for humans, not algorithms.”
- Want a live example to follow? See how Love Holiday‘s content hubs are swallowing up share of voice.
- Want more content like this delivered daily? Connect with Michael or myself on LinkedIn, where we share regular insights, practical tips, and industry analysis to help you stay ahead of the curve.