A new report reveals that TUI has secured its position as the market leader in the UK travel booking industry, recording a remarkable 24% increase in online visibility over the past year.

This growth comes amid a sector-wide increase of 4% in online search traffic, signalling a rising interest in travel among consumers.

The annual report from Salience Search Marketing highlights key players in the online UK travel booking sector, analysing 11 critical performance indicators, including year-on-year visibility, search volume trends, and brand awareness. TUI’s extensive range of holiday packages has undoubtedly contributed to its dominant position.

Following TUI, easyJet ranks second, with a 19% increase in online visibility, showcasing its ability to engage online audiences with its affordable flight offerings. Skyscanner also performed well, achieving an 11% rise, reflecting the popularity of its user-friendly platform that helps travellers quickly find the best deals.

Wizz Air, known for its low-cost flights across Europe, experienced the most significant surge in popularity, boasting a remarkable 33% increase in visibility. Ryanair also made the top five with an 8% rise, reinforcing its reputation for budget travel.

However, not all brands fared as well. Loveholidays recorded the steepest decline in online visibility, with a 23% drop in organic traffic, despite its reputation for a wide range of destinations and easy booking. Lastminute.com faced a challenging year, seeing a 30% decline in demand, while Hotels.com reported a 31% drop in traffic. Even Booking.com, known for its extensive selection of accommodations, saw a 7% decrease in organic search traffic.

Travel Supermarket experienced a staggering 39% decline in organic search traffic, indicating a significant challenge in maintaining its online presence. This brand, which allows users to compare prices across various travel services, will need to address this decline to remain competitive.

Despite these setbacks, the overall increase in the online travel booking sector underscores a growing appetite for travel among consumers seeking the best deals.

Brett Janes, Managing Director at Salience Search Marketing, commented, “The growing competition and changing demands of the travel industry highlight the importance of a well-implemented strategy. While some brands record growth in online visibility, others experience a concerning drop, emphasising the need to accommodate consumer needs.”

Janes also noted that the industry-wide growth presents an opportunity for brands to enhance their market leadership. The full UK Travel Booking Report 2024 is available for those interested in a deeper analysis of the trends shaping the industry.