---
title: "Package holiday companies in the United Kingdom: Which are searched most?"
description: "Compare the companies that sell package holidays with flights and hotels. Share of Search among Jet2holidays, TUI, easyJet holidays, On the Beach, British Airways Holidays, loveholidays, Trailfinders and Kuoni, the package holiday companies Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/uk/categories/uk-package-holiday-companies"
publisher: "Brandwave"
---

# Package holiday companies in the United Kingdom: Which are searched most?

Compare the companies that sell package holidays with flights and hotels. Share of Search among Jet2holidays, TUI, easyJet holidays, On the Beach, British Airways Holidays, loveholidays, Trailfinders and Kuoni, the package holiday companies Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Package holiday companies
- **Market**: United Kingdom
- **Brands compared**: 8
- **Month measured**: Sep 2026
- **Highest Share of Search**: Jet2holidays, 32.4%

## Which brand is most popular in search among package holiday companies in the United Kingdom?

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Jet2holidays | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| TUI | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| easyJet holidays | 3rd | 2 of 3 | 2 of 2 | 4 of 5 |
| Trailfinders | 4th | 3 of 3 | 0 of 2 | 3 of 5 |
| On the Beach | 5th | 0 of 3 | 2 of 2 | 2 of 5 |
| Kuoni | 6th | 2 of 3 | 0 of 2 | 2 of 5 |
| loveholidays | 7th | 0 of 3 | 1 of 2 | 1 of 5 |
| British Airways Holidays | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about package holiday companies

- Asked ChatGPT "Which package holiday company should I book with in the UK?": 1. Jet2holidays, 2. TUI, 3. easyJet holidays, 4. Kuoni, 5. Trailfinders
- Asked ChatGPT "What are the best package holiday companies in the UK?": 1. Jet2holidays, 2. TUI, 3. easyJet holidays, 4. Trailfinders, 5. Kuoni
- Asked ChatGPT "What's the best company in the UK for an all-inclusive family holiday?": 1. Jet2holidays, 2. TUI, 3. Trailfinders
- Searched Google, AI Overview "package holidays": 1. TUI, 2. Jet2holidays, 3. easyJet holidays, 4. On the Beach
- Searched Google, AI Overview "all inclusive holidays": 1. Jet2holidays, 2. TUI, 3. On the Beach, 4. easyJet holidays, 5. loveholidays

Not named in any answer: British Airways Holidays.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026.

## Compare search popularity between leading brands

- [Jet2holidays vs TUI: compare search popularity](/demand/uk/compare/jet2holidays-vs-tui-holidays): 32.4% against 26.3% Share of Search.
- [Jet2holidays vs easyJet holidays: compare search popularity](/demand/uk/compare/easyjet-holidays-vs-jet2holidays): 32.4% against 17.8% Share of Search.
- [Jet2holidays vs On the Beach: compare search popularity](/demand/uk/compare/jet2holidays-vs-on-the-beach): 32.4% against 14.5% Share of Search.
- [Jet2holidays vs British Airways Holidays: compare search popularity](/demand/uk/compare/british-airways-holidays-vs-jet2holidays): 32.4% against 4.3% Share of Search.
- [TUI vs easyJet holidays: compare search popularity](/demand/uk/compare/easyjet-holidays-vs-tui-holidays): 26.3% against 17.8% Share of Search.
- [TUI vs On the Beach: compare search popularity](/demand/uk/compare/on-the-beach-vs-tui-holidays): 26.3% against 14.5% Share of Search.
- [TUI vs British Airways Holidays: compare search popularity](/demand/uk/compare/british-airways-holidays-vs-tui-holidays): 26.3% against 4.3% Share of Search.
- [easyJet holidays vs On the Beach: compare search popularity](/demand/uk/compare/easyjet-holidays-vs-on-the-beach): 17.8% against 14.5% Share of Search.
- [easyJet holidays vs British Airways Holidays: compare search popularity](/demand/uk/compare/british-airways-holidays-vs-easyjet-holidays): 17.8% against 4.3% Share of Search.
- [On the Beach vs British Airways Holidays: compare search popularity](/demand/uk/compare/british-airways-holidays-vs-on-the-beach): 14.5% against 4.3% Share of Search.

## How did search popularity change for United Kingdom package holiday companies in September 2026?

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Jet2holidays | 32.4% | 1.5M | -18.0% | Jet2 |
| 2 | TUI | 26.3% | 1.2M | -33.3% | TUI Group |
| 3 | easyJet holidays | 17.8% | 823K | -17.7% | easyJet |
| 4 | On the Beach | 14.5% | 673K | -18.2% | On the Beach |
| 5 | British Airways Holidays | 4.3% | 201K | 0.0% | British Airways |
| 6 | loveholidays | 2.9% | 135K | -18.2% | loveholidays |
| 7 | Trailfinders | 1.3% | 60.5K | -33.1% | Trailfinders |
| 8 | Kuoni | 0.39% | 18.1K | -18.5% | Kuoni |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Jet2holidays | 1.5M | 32.5% | 1 |
| Oct 2025 | TUI | 1.5M | 32.5% | 2 |
| Oct 2025 | easyJet holidays | 673K | 14.6% | 3 |
| Oct 2025 | On the Beach | 550K | 11.9% | 4 |
| Oct 2025 | loveholidays | 165K | 3.6% | 5 |
| Oct 2025 | British Airways Holidays | 135K | 2.9% | 6 |
| Oct 2025 | Trailfinders | 74K | 1.6% | 7 |
| Oct 2025 | Kuoni | 18.1K | 0.39% | 8 |
| Nov 2025 | TUI | 1.2M | 34.2% | 1 |
| Nov 2025 | Jet2holidays | 1M | 28% | 2 |
| Nov 2025 | easyJet holidays | 550K | 15.4% | 3 |
| Nov 2025 | On the Beach | 450K | 12.6% | 4 |
| Nov 2025 | British Airways Holidays | 135K | 3.8% | 5 |
| Nov 2025 | loveholidays | 135K | 3.8% | 6 |
| Nov 2025 | Trailfinders | 60.5K | 1.7% | 7 |
| Nov 2025 | Kuoni | 18.1K | 0.51% | 8 |
| Dec 2025 | TUI | 1.2M | 34.9% | 1 |
| Dec 2025 | Jet2holidays | 823K | 23.6% | 2 |
| Dec 2025 | easyJet holidays | 550K | 15.8% | 3 |
| Dec 2025 | On the Beach | 550K | 15.8% | 4 |
| Dec 2025 | British Airways Holidays | 135K | 3.9% | 5 |
| Dec 2025 | loveholidays | 135K | 3.9% | 6 |
| Dec 2025 | Trailfinders | 60.5K | 1.7% | 7 |
| Dec 2025 | Kuoni | 18.1K | 0.52% | 8 |
| Jan 2026 | Jet2holidays | 2.2M | 29.4% | 1 |
| Jan 2026 | TUI | 2.2M | 29.4% | 2 |
| Jan 2026 | easyJet holidays | 1.2M | 16% | 3 |
| Jan 2026 | On the Beach | 1.2M | 16% | 4 |
| Jan 2026 | British Airways Holidays | 301K | 4% | 5 |
| Jan 2026 | loveholidays | 246K | 3.2% | 6 |
| Jan 2026 | Trailfinders | 110K | 1.4% | 7 |
| Jan 2026 | Kuoni | 33.1K | 0.43% | 8 |
| Feb 2026 | Jet2holidays | 1.5M | 28.6% | 1 |
| Feb 2026 | TUI | 1.5M | 28.6% | 2 |
| Feb 2026 | On the Beach | 1M | 19.1% | 3 |
| Feb 2026 | easyJet holidays | 823K | 15.7% | 4 |
| Feb 2026 | British Airways Holidays | 165K | 3.1% | 5 |
| Feb 2026 | loveholidays | 165K | 3.1% | 6 |
| Feb 2026 | Trailfinders | 74K | 1.4% | 7 |
| Feb 2026 | Kuoni | 22.2K | 0.42% | 8 |
| Mar 2026 | Jet2holidays | 1.5M | 29.6% | 1 |
| Mar 2026 | TUI | 1.5M | 29.6% | 2 |
| Mar 2026 | easyJet holidays | 823K | 16.2% | 3 |
| Mar 2026 | On the Beach | 823K | 16.2% | 4 |
| Mar 2026 | British Airways Holidays | 165K | 3.3% | 5 |
| Mar 2026 | loveholidays | 165K | 3.3% | 6 |
| Mar 2026 | Trailfinders | 74K | 1.5% | 7 |
| Mar 2026 | Kuoni | 22.2K | 0.44% | 8 |
| Apr 2026 | TUI | 1.8M | 32.9% | 1 |
| Apr 2026 | Jet2holidays | 1.5M | 27% | 2 |
| Apr 2026 | On the Beach | 1M | 18% | 3 |
| Apr 2026 | easyJet holidays | 823K | 14.8% | 4 |
| Apr 2026 | British Airways Holidays | 165K | 3% | 5 |
| Apr 2026 | loveholidays | 165K | 3% | 6 |
| Apr 2026 | Trailfinders | 60.5K | 1.1% | 7 |
| Apr 2026 | Kuoni | 18.1K | 0.33% | 8 |
| May 2026 | TUI | 1.8M | 32.5% | 1 |
| May 2026 | Jet2holidays | 1.5M | 26.6% | 2 |
| May 2026 | On the Beach | 1M | 17.8% | 3 |
| May 2026 | easyJet holidays | 823K | 14.6% | 4 |
| May 2026 | British Airways Holidays | 201K | 3.6% | 5 |
| May 2026 | loveholidays | 201K | 3.6% | 6 |
| May 2026 | Trailfinders | 60.5K | 1.1% | 7 |
| May 2026 | Kuoni | 18.1K | 0.32% | 8 |
| Jun 2026 | Jet2holidays | 1.8M | 30.7% | 1 |
| Jun 2026 | TUI | 1.8M | 30.7% | 2 |
| Jun 2026 | On the Beach | 1M | 16.8% | 3 |
| Jun 2026 | easyJet holidays | 823K | 13.8% | 4 |
| Jun 2026 | British Airways Holidays | 201K | 3.4% | 5 |
| Jun 2026 | loveholidays | 201K | 3.4% | 6 |
| Jun 2026 | Trailfinders | 60.5K | 1% | 7 |
| Jun 2026 | Kuoni | 18.1K | 0.3% | 8 |
| Jul 2026 | Jet2holidays | 1.8M | 29.9% | 1 |
| Jul 2026 | TUI | 1.8M | 29.9% | 2 |
| Jul 2026 | easyJet holidays | 1M | 16.3% | 3 |
| Jul 2026 | On the Beach | 1M | 16.3% | 4 |
| Jul 2026 | loveholidays | 201K | 3.3% | 5 |
| Jul 2026 | British Airways Holidays | 165K | 2.7% | 6 |
| Jul 2026 | Trailfinders | 74K | 1.2% | 7 |
| Jul 2026 | Kuoni | 22.2K | 0.36% | 8 |
| Aug 2026 | Jet2holidays | 1.8M | 30.7% | 1 |
| Aug 2026 | TUI | 1.8M | 30.7% | 2 |
| Aug 2026 | easyJet holidays | 1M | 16.8% | 3 |
| Aug 2026 | On the Beach | 823K | 13.8% | 4 |
| Aug 2026 | British Airways Holidays | 201K | 3.4% | 5 |
| Aug 2026 | loveholidays | 165K | 2.8% | 6 |
| Aug 2026 | Trailfinders | 90.5K | 1.5% | 7 |
| Aug 2026 | Kuoni | 22.2K | 0.37% | 8 |
| Sep 2026 | Jet2holidays | 1.5M | 32.4% | 1 |
| Sep 2026 | TUI | 1.2M | 26.3% | 2 |
| Sep 2026 | easyJet holidays | 823K | 17.8% | 3 |
| Sep 2026 | On the Beach | 673K | 14.5% | 4 |
| Sep 2026 | British Airways Holidays | 201K | 4.3% | 5 |
| Sep 2026 | loveholidays | 135K | 2.9% | 6 |
| Sep 2026 | Trailfinders | 60.5K | 1.3% | 7 |
| Sep 2026 | Kuoni | 18.1K | 0.39% | 8 |

## What is being compared

- **British Airways Holidays**: Measured on the search term “british airways holidays”.
- **easyJet holidays**: Measured on the search term “easyjet holidays”.
- **Jet2holidays**: Measured on the search term “jet2holidays”.
- **Kuoni**: Measured on the search term “kuoni”.
- **loveholidays**: Measured on the search term “loveholidays”.
- **On the Beach**: Measured on the search term “on the beach”.
- **Trailfinders**: Measured on the search term “trailfinders”.
- **TUI**: Measured on the search term “tui”.

- [British Airways Holidays](/demand/uk/brands/british-airways-holidays)
- [easyJet holidays](/demand/uk/brands/easyjet-holidays)
- [Jet2holidays](/demand/uk/brands/jet2holidays)
- [Kuoni](/demand/uk/brands/kuoni)
- [loveholidays](/demand/uk/brands/loveholidays)
- [On the Beach](/demand/uk/brands/on-the-beach)
- [Trailfinders](/demand/uk/brands/trailfinders)
- [TUI](/demand/uk/brands/tui-holidays)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among package holiday companies in the United Kingdom?

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.

## Cite this page

Brandwave. "Package holiday companies in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-package-holiday-companies

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-package-holiday-companies. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.