Package holiday companies in the United Kingdom:Which are most popular?
In September 2026, Jet2holidays was the most searched package holiday company in the United Kingdom, accounting for 32.4% of all searches among the eight companies we track. When we checked with ChatGPT and Google AI Overviews, Jet2holidays and TUI showed up in every answer. Jet2holidays was recommended most often, coming first in four out of five responses.
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 Brandwave's three ChatGPT questions and two Google AI Overviews, Jet2holidays and TUI appeared every time. Jet2holidays was recommended most often, coming first in four out of five answers. TUI was second, and easyJet holidays was third. British Airways Holidays, which ranked fifth in searches, was not mentioned at all.
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 do people search for most?
This chart shows how often people search Google for each package holiday company by name. Each line represents a brand's share of searches for all eight package holiday companies we track, month by month, from searches in United Kingdom.
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.
Which brand is most popular in search among package holiday companies in the United Kingdom?
8 brands
In September 2026, Jet2holidays was the most searched among package holiday companies in the United Kingdom, with an estimated 1.5M branded searches, 32.4% of all searches for the eight we track. TUI is in 2nd place, 6 percentage points behind at 26.3%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Jet2holidays | 32.5% → 32.4% | 32.5%Oct 2025 | 23.6%Dec 2025 | 1st |
| TUI | 32.5% → 26.3% | 34.9%Dec 2025 | 26.3%Sep 2026 | 2nd |
| easyJet holidays | 14.6% → 17.8% | 17.8%Sep 2026 | 13.8%Jun 2026 | 3rd |
| On the Beach | 11.9% → 14.5% | 19.1%Feb 2026 | 11.9%Oct 2025 | 4th |
| British Airways Holidays | 2.9% → 4.3% | 4.3%Sep 2026 | 2.7%Jul 2026 | 6th → 5th |
| loveholidays | 3.6% → 2.9% | 3.9%Dec 2025 | 2.8%Aug 2026 | 5th → 6th |
| Trailfinders | 1.6% → 1.3% | 1.7%Dec 2025 | 1%Jun 2026 | 7th |
| Kuoni | 0.39% | 0.52%Dec 2025 | 0.3%Jun 2026 | 8th |
Each finding as a sentence
- 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, easyJet holidays’ share of searches among package holiday companies in the United Kingdom increased from 14.6% to 17.8%.
- Across the 12 months ending September 2026, On the Beach’s share of searches among package holiday companies in the United Kingdom increased from 11.9% to 14.5%.
- Across the 12 months ending September 2026, British Airways Holidays’ share of searches among package holiday companies in the United Kingdom increased from 2.9% to 4.3%.
- Across the 12 months ending September 2026, loveholidays’ share of searches among package holiday companies in the United Kingdom decreased from 3.6% to 2.9%.
- Across the 12 months ending September 2026, Jet2holidays’ share of searches among package holiday companies in the United Kingdom peaked at 32.5% in October 2025 and was lowest at 23.6% in December 2025.
- 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.
- Across the 12 months ending September 2026, easyJet holidays’ share of searches among package holiday companies in the United Kingdom peaked at 17.8% in September 2026 and was lowest at 13.8% in June 2026.
- Across the 12 months ending September 2026, On the Beach’s share of searches among package holiday companies in the United Kingdom peaked at 19.1% in February 2026 and was lowest at 11.9% in October 2025.
- Across the 12 months ending September 2026, British Airways Holidays’ share of searches among package holiday companies in the United Kingdom peaked at 4.3% in September 2026 and was lowest at 2.7% in July 2026.
- Across the 12 months ending September 2026, loveholidays’ share of searches among package holiday companies in the United Kingdom peaked at 3.9% in December 2025 and was lowest at 2.8% in August 2026.
- Across the 12 months ending September 2026, British Airways Holidays rose from 6th to 5th among package holiday companies in the United Kingdom.
- Across the 12 months ending September 2026, loveholidays fell from 5th to 6th among package holiday companies in the United Kingdom.
- Across the 12 months ending September 2026, Jet2holidays, Trailfinders and Kuoni held steady: their share of searches among package holiday companies in the United Kingdom each moved less than 0.5 percentage points.
How did search popularity change for United Kingdom package holiday companies in September 2026?
7 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.
Estimated monthly branded searches for loveholidays in the United Kingdom fell 18.2% over 12 measured months, from 165K to 135K in September 2026.
Compare popularity between leading brands
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- TUI vs On the Beach: compare popularity
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- easyJet holidays vs On the Beach: compare popularity
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- On the Beach vs British Airways Holidays: compare popularity
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