On the Beach vs Trailfinders:Which is more popular?
In September 2026, On the Beach had more branded searches than Trailfinders among package holiday companies in the United Kingdom. On the Beach had about 673,000 branded searches, while Trailfinders had 60,500. On the Beach made up 14.5% of all package holiday company searches we track, and Trailfinders accounted for 1.3%. When we asked ChatGPT and Google AI Overviews about package holiday companies, Trailfinders appeared in three of the five answers and On the Beach in two. Trailfinders was mentioned before On the Beach in three out of five answers.
Who do people search for more?
On the Beach, about 11 searches for every 1 for Trailfinders
Who does AI mention more?
Trailfinders, mentioned in 3 of 5 answers, On the Beach in 2
Who does AI recommend more?
Trailfinders, named ahead of On the Beach in 3 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, Trailfinders was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. On the Beach was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Trailfinders was listed before On the Beach in three out of five answers.
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 On the Beach or Trailfinders more popular in search?
This chart shows how often people search Google for On the Beach and Trailfinders 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 On the Beach, Trailfinders. 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 On the Beach and Trailfinders comparison changed over the last 12 months?
3 findings
- On the Beach was ahead of Trailfinders in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, On the Beach’s share of searches among package holiday companies in the United Kingdom moved from 11.9% to 14.5%, and its estimated monthly branded searches moved from 550K to 673K.
- Across the 12 months ending September 2026, Trailfinders’ share of searches among package holiday companies in the United Kingdom moved from 1.6% to 1.3%, and its estimated monthly branded searches moved from 74K to 60.5K.
How did search popularity change for United Kingdom package holiday companies in September 2026?
2 changes
In September 2026, On the Beach gained share of searches among package holiday companies in the United Kingdom, from 13.8% to 14.5%.
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using On the Beach’s and Trailfinders’ 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.
On the Beach
1 branded search term
- on the beach
Trailfinders
1 branded search term
- trailfinders
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