British Airways Holidays vs TUI:Which is searched more in the United Kingdom?
In September 2026, TUI had more branded searches than British Airways Holidays among package holiday companies in the United Kingdom. TUI had about 1.2 million branded searches, while British Airways Holidays had 201,000. TUI made up 26.3% of all package holiday company searches we track, and British Airways Holidays accounted for 4.3%.
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Is British Airways Holidays or TUI more popular in search?
Compare the companies that sell package holidays with flights and hotels. 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.
Share of searches by month for TUI, British Airways Holidays. 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 British Airways Holidays and TUI comparison changed over the last 12 months?
3 findings
- TUI was ahead of British Airways Holidays in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, British Airways Holidays’ share of searches among package holiday companies in the United Kingdom moved from 2.9% to 4.3%, and its estimated monthly branded searches moved from 135K to 201K.
- 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, British Airways Holidays gained share of searches among package holiday companies in the United Kingdom, from 3.4% to 4.3%.
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 British Airways Holidays’ 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.
British Airways Holidays
1 branded search term
- british airways holidays
TUI
1 branded search term
- tui
Other head-to-heads among package holiday companies
Jet2holidays vs TUI: compare search popularity
Jet2holidays vs easyJet holidays: compare search popularity
Jet2holidays vs On the Beach: compare search popularity- Jet2holidays vs British Airways Holidays: compare search popularity
- TUI vs easyJet holidays: compare search popularity
- TUI vs On the Beach: compare search popularity
Put your own brand in this comparison
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