Jet2holidays vs TUI:Which is more popular?
In September 2026, Jet2holidays had more branded searches than TUI among package holiday companies in the United Kingdom. Jet2holidays had about 1.5 million branded searches, while TUI had 1.2 million. Jet2holidays made up 32.4% of all package holiday company searches we track, and TUI accounted for 26.3%. When we asked ChatGPT and Google AI Overviews about package holiday companies, both Jet2holidays and TUI appeared in all five answers. Jet2holidays was mentioned before TUI in four out of five answers.
Who do people search for more?
Jet2holidays, about 23% more searches than TUI
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
Jet2holidays, named ahead of TUI in 4 of 5 answers
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Top package holiday companies in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, both Jet2holidays and TUI showed up in all five answers. Jet2holidays was listed before TUI in four of them.
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.
Is Jet2holidays or TUI more popular in search?
This chart shows how often people search Google for Jet2holidays and TUI 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. 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% |
How has the Jet2holidays and TUI comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Jet2holidays took it in September 2026.
- Across the 12 months ending September 2026, Jet2holidays’ share of searches among package holiday companies in the United Kingdom moved from 32.5% to 32.4%, and its estimated monthly branded searches held steady at 1.5M.
- Across the 12 months ending September 2026, TUI’s share of searches among package holiday companies in the United Kingdom moved from 32.5% to 26.3%, and its estimated monthly branded searches moved from 1.5M to 1.2M.
How did search popularity change for United Kingdom package holiday companies in September 2026?
2 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, TUI lost share of searches among package holiday companies in the United Kingdom, from 30.7% to 26.3%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Jet2holidays’ and TUI’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Jet2holidays
1 branded search term
- jet2holidays
TUI
1 branded search term
- tui
Other head-to-heads among package holiday companies
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