On the Beach vs TUI:Which is more popular?
In September 2026, TUI had more branded searches than On the Beach among package holiday companies in the United Kingdom. TUI had about 1.2 million branded searches, while On the Beach had 673,000. TUI made up 26.3% of all package holiday company searches we track, and On the Beach accounted for 14.5%. When we asked ChatGPT and Google AI Overviews about package holiday companies, TUI appeared in all five answers and On the Beach in two. TUI was mentioned before On the Beach in every answer.
Who do people search for more?
TUI, about 81% more searches than On the Beach
Who does AI mention more?
TUI, mentioned in every answer we collected
Who does AI recommend more?
TUI, named ahead of On the Beach in every answer
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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. On the Beach was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. TUI was listed before On the Beach in every answer.
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 TUI more popular in search?
This chart shows how often people search Google for On the Beach 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 TUI, On the Beach. 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 TUI comparison changed over the last 12 months?
3 findings
- TUI was ahead of On the Beach 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, 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, 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%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using On the Beach’s 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.
On the Beach
1 branded search term
- on the beach
TUI
1 branded search term
- tui
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