How popular isTUI?
In September 2026, people searched for TUI by name about 1.2 million times in the United Kingdom, an 18.7% decrease from the previous year. These searches made up 26.3% of all United Kingdom package holiday company searches, placing TUI second out of eight companies. When we asked both ChatGPT and Google AI Overviews about package holiday companies, TUI appeared in all answers and was the second most recommended of the eight.
TUI is the second most searched of 8 competitors and the second most recommended in AI answers.
Jet2holidaysShare of searches 32.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
TUIShare of searches 26.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
easyJet holidaysShare of searches 17.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
On the BeachShare of searches 14.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
British Airways HolidaysShare of searches 4.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top package holiday companies in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, TUI appeared in all five answers. TUI is the second most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Jet2holidays5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- TUI5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- easyJet holidays4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Trailfinders3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- On the Beach2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Kuoni2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
loveholidays1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- British Airways Holidays0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about package holiday companies
5 answers
Asked ChatGPT
“Which package holiday company should I book with in the UK?”
Asked ChatGPT
“What are the best package holiday companies in the UK?”
Asked ChatGPT
“What's the best company in the UK for an all-inclusive family holiday?”
Searched Google, AI Overview
“package holidays”
Searched Google, AI Overview
“all inclusive holidays”
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 package holiday companies compete with TUI?
Share of searches by month for Jet2holidays, TUI, easyJet holidays, On the Beach, British Airways Holidays, loveholidays. The figures are in the table below the chart.
View monthly share of searches table
| Month | Jet2holidays | TUI | easyJet holidays | On the Beach | British Airways Holidays | loveholidays | Trailfinders | Kuoni |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.5% | 32.5% | 14.6% | 11.9% | 2.9% | 3.6% | 1.6% | 0.39% |
| Nov 2025 | 28% | 34.2% | 15.4% | 12.6% | 3.8% | 3.8% | 1.7% | 0.51% |
| Dec 2025 | 23.6% | 34.9% | 15.8% | 15.8% | 3.9% | 3.9% | 1.7% | 0.52% |
| Jan 2026 | 29.4% | 29.4% | 16% | 16% | 4% | 3.2% | 1.4% | 0.43% |
| Feb 2026 | 28.6% | 28.6% | 15.7% | 19.1% | 3.1% | 3.1% | 1.4% | 0.42% |
| Mar 2026 | 29.6% | 29.6% | 16.2% | 16.2% | 3.3% | 3.3% | 1.5% | 0.44% |
| Apr 2026 | 27% | 32.9% | 14.8% | 18% | 3% | 3% | 1.1% | 0.33% |
| May 2026 | 26.6% | 32.5% | 14.6% | 17.8% | 3.6% | 3.6% | 1.1% | 0.32% |
| Jun 2026 | 30.7% | 30.7% | 13.8% | 16.8% | 3.4% | 3.4% | 1% | 0.3% |
| Jul 2026 | 29.9% | 29.9% | 16.3% | 16.3% | 2.7% | 3.3% | 1.2% | 0.36% |
| Aug 2026 | 30.7% | 30.7% | 16.8% | 13.8% | 3.4% | 2.8% | 1.5% | 0.37% |
| Sep 2026 | 32.4% | 26.3% | 17.8% | 14.5% | 4.3% | 2.9% | 1.3% | 0.39% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 32.4% | 1.5M | -18% | +1.7 points | |
| 2, held 2nd | 26.3% | 1.2M | -33.3% | -4.3 points | |
| 3, held 3rd | 17.8% | 823K | -17.7% | +1 points | |
| 4, held 4th | 14.5% | 673K | -18.2% | +0.7 points | |
| 5, held 5th | 4.3% | 201K | 0% | +1 points | |
| 6, held 6th | 2.9% | 135K | -18.2% | +0.1 points | |
| 7, held 7th | 1.3% | 60.5K | -33.1% | -0.2 points | |
| 8, held 8th | 0.39% | 18.1K | -18.5% | 0 points |
32.4%
Held 1st. 1.5M estimated branded searches, -18% vs prior month. Share +1.7 points.
2.
TUI26.3%
Held 2nd. 1.2M estimated branded searches, -33.3% vs prior month. Share -4.3 points.
17.8%
Held 3rd. 823K estimated branded searches, -17.7% vs prior month. Share +1 points.
14.5%
Held 4th. 673K estimated branded searches, -18.2% vs prior month. Share +0.7 points.
4.3%
Held 5th. 201K estimated branded searches, 0% vs prior month. Share +1 points.
2.9%
Held 6th. 135K estimated branded searches, -18.2% vs prior month. Share +0.1 points.
1.3%
Held 7th. 60.5K estimated branded searches, -33.1% vs prior month. Share -0.2 points.
8.
Kuoni0.39%
Held 8th. 18.1K estimated branded searches, -18.5% vs prior month. Share 0 points.
Compare popularity between TUI and its closest rivals
Every comparison with TUI
7 comparisons
How has branded search demand for TUI changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for TUI in the United Kingdom fell from 1.5M to 1.2M.
- Across the 12 months ending September 2026, TUI’s share of searches among package holiday companies in the United Kingdom decreased from 32.5% to 26.3%.
- Across the 12 months ending September 2026, TUI’s share of searches among package holiday companies in the United Kingdom peaked at 34.9% in December 2025 and was lowest at 26.3% in September 2026.
How did search popularity change for United Kingdom package holiday companies in September 2026?
6 changes
In September 2026, Jet2holidays gained share of searches among package holiday companies in the United Kingdom, from 30.7% to 32.4%.
In September 2026, easyJet holidays gained share of searches among package holiday companies in the United Kingdom, from 16.8% to 17.8%.
In September 2026, British Airways Holidays gained share of searches among package holiday companies in the United Kingdom, from 3.4% to 4.3%.
In September 2026, On the Beach gained share of searches among package holiday companies in the United Kingdom, from 13.8% to 14.5%.
In September 2026, TUI lost share of searches among package holiday companies in the United Kingdom, from 30.7% to 26.3%.
Estimated monthly branded searches for Trailfinders in the United Kingdom fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026.
How are TUI’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using TUI’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- tui
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