--- title: "British Airways Holidays vs TUI: Which is searched more in the United Kingdom?" description: "Is British Airways Holidays or TUI more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Package holiday companies set in the United Kingdom. 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/compare/british-airways-holidays-vs-tui-holidays" publisher: "Brandwave" --- # British Airways Holidays vs TUI: Which is searched more in the United Kingdom? Is British Airways Holidays or TUI more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Package holiday companies set in the United Kingdom. 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 - **Compared**: British Airways Holidays and TUI - **Competitive set**: Package holiday companies - **Market**: United Kingdom - **Month measured**: Sep 2026 - **British Airways Holidays Share of Search**: 4.3% - **TUI Share of Search**: 26.3% ## Is British Airways Holidays or TUI more popular in search? - 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%. - 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. ## 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. British Airways Holidays did not appear in any of the five answers. 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. ## How did search popularity change for United Kingdom package holiday companies in September 2026? - 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%. ## Month by month | Month | British Airways Holidays estimated searches | British Airways Holidays Share of Search | British Airways Holidays rank | TUI estimated searches | TUI Share of Search | TUI rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 135K | 2.9% | 6 | 1.5M | 32.5% | 2 | | Nov 2025 | 135K | 3.8% | 5 | 1.2M | 34.2% | 1 | | Dec 2025 | 135K | 3.9% | 5 | 1.2M | 34.9% | 1 | | Jan 2026 | 301K | 4% | 5 | 2.2M | 29.4% | 2 | | Feb 2026 | 165K | 3.1% | 5 | 1.5M | 28.6% | 2 | | Mar 2026 | 165K | 3.3% | 5 | 1.5M | 29.6% | 2 | | Apr 2026 | 165K | 3% | 5 | 1.8M | 32.9% | 1 | | May 2026 | 201K | 3.6% | 5 | 1.8M | 32.5% | 1 | | Jun 2026 | 201K | 3.4% | 5 | 1.8M | 30.7% | 2 | | Jul 2026 | 165K | 2.7% | 6 | 1.8M | 29.9% | 2 | | Aug 2026 | 201K | 3.4% | 5 | 1.8M | 30.7% | 2 | | Sep 2026 | 201K | 4.3% | 5 | 1.2M | 26.3% | 2 | ## How each brand is measured 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**: Measured on the search term “british airways holidays”. - **TUI**: Measured on the search term “tui”. - [British Airways Holidays profile](/demand/uk/brands/british-airways-holidays) - [TUI profile](/demand/uk/brands/tui-holidays) - [All package holiday companies in the United Kingdom](/demand/uk/categories/uk-package-holiday-companies): The set both shares are measured inside, 8 brands. ## 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 ### Is British Airways Holidays or TUI more popular in search? 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%. ## Cite this page Brandwave. "British Airways Holidays vs TUI: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/british-airways-holidays-vs-tui-holidays This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/british-airways-holidays-vs-tui-holidays. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.