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

Updated June 2026

Detected CMS market share across 8,698 UK travel sector companies, with WordPress used by 66.3% of identified sites.

Among 128,631 trading UK travel sector companies, 8,698 have a detectable CMS. WordPress accounts for 66.3% of those companies, with 5,766 detections, ahead of Wix at 12.4% (1,082) and Squarespace at 10.7% (927).

WordPress leads every headcount band shown here. Its share is 67.8% in Under 10 employees, 63.8% in 10–50 employees, and 74.1% in Over 50 employees.

The long tail is fragmented rather than evenly spread. Duda has 2.4% (206), Webflow 2.3% (198), Weebly 1.3% (114), Drupal 1.1% (95) and Joomla 1.1% (94), while 27 further systems cover 307 companies between them.

8,698

travel sector with detected CMS

Of 128,631 UK travel sector

6.8%

Detection rate

2026

Systems detected

In this category

66.3%

Leader share

WordPress

UK Travel Sector CMS market share

Joomla

Other (27 systems)

Share of the 8,698 UK Travel Sector with a detectable system. As of June 2026.

CMS compared

System	UK Travel Sector	Share	Median headcount	London share	Typical profile
WordPress	5,766	66.3%	10	19.5%	Small firms, median 10 employees
Wix	1,082	12.4%	10	21.5%	Small firms, median 10 employees
Squarespace	927	10.7%	12	26.5%	Small firms, median 12 employees
Duda	206	2.4%	8	10.7%	Micro firms, median 8 employees
Webflow	198	2.3%	11	24.2%	Small firms, median 11 employees
Weebly	114	1.3%	10	14.9%	Small firms, median 10 employees
Drupal	95	1.1%	8	27.4%	Micro firms, median 8 employees
Joomla	94	1.1%	9	11.7%	Micro firms, median 9 employees
Craft CMS	65	0.7%	11	23.1%	Small firms, median 11 employees
Adobe Experience Manager	39	0.4%	—	—	View these companies in Firmbase →
Concrete CMS	28	0.3%	—	—	View these companies in Firmbase →
Blogger	28	0.3%	—	—	View these companies in Firmbase →
Sanity	26	0.3%	—	—	View these companies in Firmbase →
It'seeze	23	0.3%	—	—	View these companies in Firmbase →
Contentful	22	0.3%	—	—	View these companies in Firmbase →
Statamic	16	0.2%	—	—	View these companies in Firmbase →
Prismic	15	0.2%	—	—	View these companies in Firmbase →
ExpressionEngine	12	0.1%	—	—	View these companies in Firmbase →
Sitecore	10	0.1%	—	—	View these companies in Firmbase →
ProcessWire	9	0.1%	—	—	View these companies in Firmbase →
Silverstripe	8	0.1%	—	—	View these companies in Firmbase →
DatoCMS	8	0.1%	—	—	View these companies in Firmbase →
Storyblok	6	0.1%	—	—	View these companies in Firmbase →
MODX	6	0.1%	—	—	View these companies in Firmbase →
DNN	6	0.1%	—	—	View these companies in Firmbase →
YourCMS	5	0.1%	—	—	View these companies in Firmbase →
October CMS	5	0.1%	—	—	View these companies in Firmbase →
Umbraco	4	0%	—	—	View these companies in Firmbase →
Kentico	3	0%	—	—	View these companies in Firmbase →
Business Catalyst	3	0%	—	—	View these companies in Firmbase →
TYPO3 CMS	3	0%	—	—	View these companies in Firmbase →
Artlogic	2	0%	—	—	View these companies in Firmbase →
Optimizely Content Management	2	0%	—	—	View these companies in Firmbase →
Magnolia CMS	2	0%	—	—	View these companies in Firmbase →
Tridion	2	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 CMS system shifts with company size: among UK Travel Sector with under 10 employees, WordPress leads at 67.8% of the 4,138 with a detectable system; among UK Travel Sector with 10–50 employees, WordPress leads at 63.8% of the 4,038 with a detectable system; and among UK Travel Sector with over 50 employees, WordPress leads at 74.1% of the 522 with a detectable system.

Under 10 employees

WordPress

67.8% of band

4,138 detected companies sit in this band, with WordPress leading at 67.8%. The rest of the market is split across Wix, Squarespace and smaller CMS systems rather than a single near challenger.

10–50 employees

WordPress

63.8% of band

4,038 detected companies sit in the 10–50 employees band, where WordPress leads with 63.8%. Wix and Squarespace remain the main named alternatives at market level, with the smaller systems forming a long tail.

Over 50 employees

WordPress

74.1% of band

522 detected companies sit in the Over 50 employees band, and WordPress has its highest band share here at 74.1%. Competition is more compressed below the leader than in the smaller-company bands.

How CMS 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 CMS

Travel Sector Companies Using WordPress in the UK Travel Sector Companies Using Wix in the UK Travel Sector Companies Using Squarespace in the UK Travel Sector Companies Using Duda in the UK Travel Sector Companies Using Webflow in the UK Travel Sector Companies Using Weebly in the UK Travel Sector Companies Using Drupal in the UK Travel Sector Companies Using Craft CMS in the UK

Related directories

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

Frequently asked questions

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

WordPress is the most-detected CMS among UK travel sector companies, with 66.3% share (5,766 of 8,698 companies with a detectable system), ahead of Wix (12.4%) and Squarespace (10.7%).

How many UK travel sector companies have a detectable CMS?

8,698 of 128,631 actively-trading UK travel sector companies (6.8%) have a CMS 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 CMS?

A CMS is the system used to create, edit and publish website content without rebuilding the site each time. For UK travel sector companies, it typically manages destination pages, itineraries, booking information, guides, forms and other public website content.

How is CMS 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, WordPress or Wix?

WordPress: 5,766 detected companies versus 1,082 for Wix, of the 8,698 UK travel sector companies with a detectable CMS.

What is the best CMS for UK travel sector companies?

This page is a usage share directory, not a recommendation list. WordPress leads all three bands: 67.8% of 4,138 companies in Under 10 employees, 63.8% of 4,038 companies in 10–50 employees, and 74.1% of 522 companies in Over 50 employees. Overall, WordPress has 66.3% (5,766), ahead of Wix at 12.4% (1,082) and Squarespace at 10.7% (927).

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