Analytics Used by UK Travel Sector Companies: Market Share (2026)

Updated June 2026

Detected Analytics usage across 3,803 UK travel sector companies, with Google Analytics holding the largest share at 85.7%.

Across 128,631 trading UK travel sector companies, 3,803 have a detectable Analytics system. The category is concentrated: Google Analytics accounts for 85.7% (3,258) of detected companies, with 36 systems identified in total.

MonsterInsights has 7.0% (267), followed by Microsoft Clarity at 5.9% (224) and TWIPLA at 1.4% (53). Plausible, Fathom Analytics, FullStory and Branch each sit below 1.0%, while 28 further systems cover 140 companies between them.

Size bands do not alter the pattern much. Google Analytics has 85.5% of 1,928 companies under 10 employees, 86.1% of 1,631 companies with 10–50 employees, and 84.0% of 244 companies over 50 employees.

3,803

travel sector with detected Analytics

Of 128,631 UK travel sector

Detection rate

2026

Systems detected

In this category

85.7%

Leader share

Google Analytics

UK Travel Sector Analytics market share

FullStory

Branch

Other (28 systems)

Share of the 3,803 UK Travel Sector with a detectable system. As of June 2026.

Analytics compared

System	UK Travel Sector	Share	Median headcount	London share	Typical profile
Google Analytics	3,258	85.7%	9	20%	9-person firms, 85.7% share
MonsterInsights	267	7%	9	18%	9-person firms, 7.0% share
Microsoft Clarity	224	5.9%	10	21.4%	10-person firms, 5.9% share
TWIPLA	53	1.4%	10	15.1%	10-person firms, 1.4% share
Plausible	30	0.8%	—	—	View these companies in Firmbase →
Fathom Analytics	29	0.8%	—	—	View these companies in Firmbase →
FullStory	29	0.8%	—	—	View these companies in Firmbase →
Branch	25	0.7%	—	—	View these companies in Firmbase →
Statcounter	24	0.6%	—	—	View these companies in Firmbase →
ExactMetrics	23	0.6%	—	—	View these companies in Firmbase →
Contentsquare	23	0.6%	—	—	View these companies in Firmbase →
Crazy Egg	20	0.5%	—	—	View these companies in Firmbase →
Mouseflow	17	0.4%	—	—	View these companies in Firmbase →
Clicky	14	0.4%	—	—	View these companies in Firmbase →
AdvertiserReports	12	0.3%	—	—	View these companies in Firmbase →
Adjust	11	0.3%	—	—	View these companies in Firmbase →
Lucky Orange	10	0.3%	—	—	View these companies in Firmbase →
Burst	10	0.3%	—	—	View these companies in Firmbase →
PagePulse	9	0.2%	—	—	View these companies in Firmbase →
SiteWit	9	0.2%	—	—	View these companies in Firmbase →
PostHog	7	0.2%	—	—	View these companies in Firmbase →
Gauges	7	0.2%	—	—	View these companies in Firmbase →
Pendo	7	0.2%	—	—	View these companies in Firmbase →
Smartlook	7	0.2%	—	—	View these companies in Firmbase →
Amplitude	6	0.2%	—	—	View these companies in Firmbase →
Mediahawk	5	0.1%	—	—	View these companies in Firmbase →
Heap	5	0.1%	—	—	View these companies in Firmbase →
Piwik PRO	4	0.1%	—	—	View these companies in Firmbase →
Matomo Analytics	4	0.1%	—	—	View these companies in Firmbase →
CallRail	4	0.1%	—	—	View these companies in Firmbase →
AppsFlyer	3	0.1%	—	—	View these companies in Firmbase →
CallTrackingMetrics	3	0.1%	—	—	View these companies in Firmbase →
Microsoft Power BI	3	0.1%	—	—	View these companies in Firmbase →
Adobe Analytics	3	0.1%	—	—	View these companies in Firmbase →
Tableau	2	0.1%	—	—	View these companies in Firmbase →
WebSuccess	1	0%	—	—	View these companies in Firmbase →

Systems detected below the page threshold appear with counts only; their full lists are available in the Firmbase app.

Market leader by size

The leading Analytics system shifts with company size: among UK Travel Sector with under 10 employees, Google Analytics leads at 85.5% of the 1,928 with a detectable system; among UK Travel Sector with 10–50 employees, Google Analytics leads at 86.1% of the 1,631 with a detectable system; and among UK Travel Sector with over 50 employees, Google Analytics leads at 84% of the 244 with a detectable system.

Under 10 employees

Google Analytics

85.5% of band

Among 1,928 companies in this band, Google Analytics accounts for 85.5%. The remaining share is split across smaller systems rather than one clear second pole.

10–50 employees

Google Analytics

86.1% of band

This band contains 1,631 companies, with Google Analytics on 86.1%. MonsterInsights and Microsoft Clarity are present in the wider market, but the mid-sized travel cohort remains centred on Google Analytics.

Over 50 employees

Google Analytics

84% of band

Among 244 companies over 50 employees, Google Analytics has 84.0%. Larger travel employers therefore look similar to smaller bands, with the long tail still fragmented.

How Analytics usage is detected

Methodology

Company data

Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.

Detection

Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling.

Freshness

Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.

Sources

All product names are trademarks of their respective owners. Firmbase is not affiliated with, sponsored by, or endorsed by any trademark owner.

UK Travel Sector by Analytics

Travel Sector Companies Using Google Analytics in the UK Travel Sector Companies Using MonsterInsights in the UK Travel Sector Companies Using Microsoft Clarity in the UK Travel Sector Companies Using TWIPLA in the UK

Related directories

Most-Used Analytics by UK Companies (2026)Analytics Used by UK B2B Companies: Market Share (2026)Analytics Used by UK B2C Companies: Market Share (2026)Analytics Used by UK Field Services Companies: Market Share (2026)CMS Used by UK Travel Sector Companies: Market Share (2026)Travel Sector in the UK

Frequently asked questions

What is the most-used Analytics among UK travel sector companies?

Google Analytics is the most-detected Analytics among UK travel sector companies, with 85.7% share (3,258 of 3,803 companies with a detectable system), ahead of MonsterInsights (7%) and Microsoft Clarity (5.9%).

How many UK travel sector companies have a detectable Analytics?

3,803 of 128,631 actively-trading UK travel sector companies (3%) have a Analytics detectable from their public website. The remainder either run systems with no public web footprint or none at all, so detected share figures are a conservative floor.

What is a Analytics?

An Analytics system measures how UK travel sector companies’ digital channels are used, including visits, journeys, events and conversion activity. It supports day-to-day decisions on marketing attribution, booking paths and demand signals, with 3,803 of 128,631 trading companies showing a detectable system in this category.

How is Analytics usage detected?

Firmbase crawls the public website of every actively-trading company in this scope and fingerprints the technologies present — scripts, widgets, booking and checkout flows. A company is attributed to a system when that system's signatures are found; systems with no public web footprint are not attributable, which is why every share figure on this page means share of companies with a detectable system.

Which has more UK travel sector companies, Google Analytics or MonsterInsights?

Google Analytics: 3,258 detected companies versus 267 for MonsterInsights, of the 3,803 UK travel sector companies with a detectable Analytics.

What is the best Analytics for UK travel sector companies?

This page publishes usage data rather than recommendations, so “best” means observed adoption rather than endorsement. Google Analytics leads every employee band: 85.5% of 1,928 companies under 10 employees, 86.1% of 1,631 companies with 10–50 employees, and 84.0% of 244 companies over 50 employees. Overall, Google Analytics accounts for 85.7% (3,258) of the 3,803 companies with a detectable Analytics system.

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