Brandwave

How popular isAdmiral?

In September 2026, people searched for Admiral by name about 532,000 times in the United Kingdom, about the same as the previous year. These searches made up 23.2% of all United Kingdom travel insurance provider searches, placing Admiral second out of six providers. When we asked both ChatGPT and Google AI Overviews about travel insurance providers, Admiral appeared in one of the five answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Admiral is the second most searched of 6 competitors and the fourth most recommended in AI answers.

  1. StaysureShare of searches 31.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. AdmiralShare of searches 23.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  3. Post Office Travel InsuranceShare of searches 19%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. AllClearShare of searches 16.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. AvivaShare of searches 4.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd

+1 more

Admiral website (opens in a new tab)

Follow Admiral and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top travel insurance providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Admiral was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Admiral is the fourth most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Staysure1st
  2. AllClear2nd
  3. Aviva3rd
  4. Admiral4th
  5. Post Office Travel Insurance–
  6. Coverwise–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Staysure3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • AllClear3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Admiral1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aviva1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Post Office Travel Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Coverwise0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about travel insurance providers

5 answers

  • Asked ChatGPT

    “Which travel insurance should I buy in the UK?”

    1. 1Staysure
    2. 2AllClear

  • Asked ChatGPT

    “What are the best travel insurance providers in the UK?”

    1. 1Staysure
    2. 2AllClear
    3. 3Aviva
    4. 4Admiral

  • Asked ChatGPT

    “What's the best annual travel insurance in the UK?”

    1. Searched Google, AI Overview

      “travel insurance”

      1. Searched Google, AI Overview

        “best travel insurance”

        1. 1Staysure
        2. 2AllClear

      Not named in any answer:

      Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.

      Which travel insurance providers compete with Admiral?

      Admiral against travel insurance providers in the United Kingdom, by month

      Share of searches by month for Staysure, Admiral, Post Office Travel Insurance, AllClear, Aviva, Coverwise. The figures are in the table below the chart.

      View monthly share of searches table
      MonthStaysureAdmiralPost Office Travel InsuranceAllClearAvivaCoverwise
      Oct 202530.1%18.4%22.5%16.4%4.5%8.2%
      Nov 202534%18.7%18.7%13.8%4.6%10.2%
      Dec 202532.3%19.7%19.7%14.6%4.8%8.8%
      Jan 202636%17.6%17.6%19.2%4.3%5.3%
      Feb 202635.5%17.4%17.4%19%4.3%6.4%
      Mar 202628.5%23.5%19.2%17.1%4.7%7%
      Apr 202630.2%20.3%20.3%18.1%5%6.1%
      May 202630.3%20.4%20.4%17.9%5%6.1%
      Jun 202631.2%21%21%15.3%5.1%6.3%
      Jul 202631.6%21.3%21.3%15.5%5.2%5.2%
      Aug 202633.4%20%20%17.8%4.9%4%
      Sep 202631.7%23.2%19%16.9%4.6%4.6%

      1. 1.Staysure

        31.7%

        Held 1st. 101K estimated branded searches, -18.2% vs prior month. Share -1.7 points.

      2. 2.Admiral

        23.2%

        Held 2nd. 74K estimated branded searches, 0% vs prior month. Share +3.2 points.

      3. 3.Post Office Travel Insurance

        19%

        Held 3rd. 60.5K estimated branded searches, -18.2% vs prior month. Share -1 points.

      4. 4.AllClear

        16.9%

        Held 4th. 53.9K estimated branded searches, -18.2% vs prior month. Share -0.9 points.

      5. 5.Aviva

        4.6%

        Held 5th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

      6. 6.Coverwise

        4.6%

        Held 6th. 14.8K estimated branded searches, 0% vs prior month. Share +0.6 points.

      Compare popularity between Admiral and its closest rivals

      Every comparison with Admiral

      11 comparisons

      How has branded search demand for Admiral changed in the United Kingdom over the last 12 months?

      4 findings
      • Across the 12 months ending September 2026, estimated monthly branded searches for Admiral in the United Kingdom held steady, from 508K to 532K.
      • Across the 12 months ending September 2026, Admiral’s share of searches among travel insurance providers in the United Kingdom increased from 18.4% to 23.2%.
      • Across the 12 months ending September 2026, Admiral’s share of searches among travel insurance providers in the United Kingdom peaked at 23.5% in March 2026 and was lowest at 17.4% in February 2026.
      • Across the 12 months ending September 2026, Admiral rose from 3rd to 2nd among travel insurance providers in the United Kingdom.

      How did search popularity change for United Kingdom travel insurance providers in September 2026?

      6 changes

      1. In September 2026, Admiral gained share of searches among travel insurance providers in the United Kingdom, from 20% to 23.2%.

      2. In September 2026, Coverwise gained share of searches among travel insurance providers in the United Kingdom, from 4% to 4.6%.

      3. In September 2026, Staysure lost share of searches among travel insurance providers in the United Kingdom, from 33.4% to 31.7%.

      4. In September 2026, Post Office Travel Insurance lost share of searches among travel insurance providers in the United Kingdom, from 20% to 19%.

      5. In September 2026, AllClear lost share of searches among travel insurance providers in the United Kingdom, from 17.8% to 16.9%.

      6. Estimated monthly branded searches for Aviva in the United Kingdom rose 22.3% over 12 measured months, from 12.1K to 14.8K in September 2026.

      How are Admiral’s branded searches counted?

      4 search terms

      Brandwave collects information about searches that people make online using Admiral’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

      • admiral car insurance
      • admiral home insurance
      • admiral insurance
      • admiral travel insurance

      Do you work for Admiral? To request corrections or removal please contact us via our support page and we will be happy to assist.

      How the Brand Demand Index is measured

      Where does Admiral compete?

      Admiral is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
      Competitor setRankShare of searchesRanking
      Car insurance brands1st of 541.1%Show ranking
      Travel insurance providers2nd of 623.2%Shown above
      Home insurance brands2nd of 817.9%Show ranking
      Creator with pink hair and a pink jacket

      Is Admiral your brand?

      Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

      Start free