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

Updated June 2026

Detected market share for Marketing automation across 914 UK travel sector companies, with Mailchimp the most-used system at 54.5%.

Among 914 UK travel sector companies with a detectable Marketing automation system, Mailchimp accounts for 54.5% (498). The wider scope covers 128,631 trading UK travel sector companies, so visible adoption is a small slice of the market rather than a full census of software use.

Mailchimp leads in each employee band: 52.7% of 438 companies under 10 employees, 58.8% of 391 companies with 10–50 employees, and 43.5% of 85 companies over 50 employees. Its share is highest in the 10–50 employee band, where marketing operations are likely to be structured but still relatively lean.

The next tier is spread across Airship at 8.3% (76), Klaviyo at 7.1% (65), Wheree at 6.8% (62), MailerLite at 6.7% (61), HubSpot at 3.6% (33), GoHighLevel at 3.0% (27), and WonderPush at 2.8% (26). A long tail of 18 further systems covers 76 companies.

914

travel sector with detected Marketing automation

Of 128,631 UK travel sector

0.7%

Detection rate

2026

Systems detected

In this category

54.5%

Leader share

Mailchimp

UK Travel Sector Marketing automation market share

Other (18 systems)

Share of the 914 UK Travel Sector with a detectable system. As of June 2026.

Marketing automation compared

System	UK Travel Sector	Share	Median headcount	London share	Typical profile
Mailchimp	498	54.5%	10	17.1%	Small operators, widest usage
Airship	76	8.3%	17	38.2%	London-weighted mid-sized operators
Klaviyo	65	7.1%	15	36.9%	London-weighted mid-sized operators
Wheree	62	6.8%	6	19.4%	Very small travel operators
MailerLite	61	6.7%	12	18%	Small operators, modest share
HubSpot	33	3.6%	—	—	View these companies in Firmbase →
GoHighLevel	27	3%	—	—	View these companies in Firmbase →
WonderPush	26	2.8%	—	—	View these companies in Firmbase →
Brevo	24	2.6%	—	—	View these companies in Firmbase →
HighLevel	24	2.6%	—	—	View these companies in Firmbase →
Dotdigital	15	1.6%	—	—	View these companies in Firmbase →
ActiveCampaign	15	1.6%	—	—	View these companies in Firmbase →
Hextom	11	1.2%	—	—	View these companies in Firmbase →
ClickDimensions	7	0.8%	—	—	View these companies in Firmbase →
Marketo	6	0.7%	—	—	View these companies in Firmbase →
Pardot	6	0.7%	—	—	View these companies in Firmbase →
Privy	5	0.5%	—	—	View these companies in Firmbase →
Omnisend	3	0.3%	—	—	View these companies in Firmbase →
SharpSpring	3	0.3%	—	—	View these companies in Firmbase →
AWeber	3	0.3%	—	—	View these companies in Firmbase →
Linkfire	2	0.2%	—	—	View these companies in Firmbase →
Eloqua	2	0.2%	—	—	View these companies in Firmbase →
Salesloft	2	0.2%	—	—	View these companies in Firmbase →
Attentive	2	0.2%	—	—	View these companies in Firmbase →
Customer.io	1	0.1%	—	—	View these companies in Firmbase →
Swym	1	0.1%	—	—	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 Marketing automation system shifts with company size: among UK Travel Sector with under 10 employees, Mailchimp leads at 52.7% of the 438 with a detectable system; among UK Travel Sector with 10–50 employees, Mailchimp leads at 58.8% of the 391 with a detectable system; and among UK Travel Sector with over 50 employees, Mailchimp leads at 43.5% of the 85 with a detectable system.

Under 10 employees

Mailchimp

52.7% of band

This band contains 438 companies, with Mailchimp taking 52.7%. Smaller-user systems also appear in the profiled set, including Wheree with a median headcount of 6 employees and Mailchimp with a median headcount of 10 employees.

10–50 employees

Mailchimp

58.8% of band

This is the largest detected band at 391 companies, and Mailchimp leads with 58.8%. Airship and Klaviyo sit close to this part of the market by median headcount, at 17 and 15 employees respectively.

Over 50 employees

Mailchimp

43.5% of band

This band contains 85 companies, with Mailchimp still first at 43.5%. Its share is lower here than in the two smaller bands, leaving more room for the rest of the 26 detected systems.

How Marketing automation 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 Marketing automation

Travel Sector Companies Using ActiveCampaign in the UK Travel Sector Companies Using Mailchimp in the UK Travel Sector Companies Using Airship in the UK Travel Sector Companies Using Klaviyo in the UK Travel Sector Companies Using Wheree in the UK Travel Sector Companies Using MailerLite in the UK

Related directories

Most-Used Marketing automation by UK Companies (2026)CMS Used by UK Travel Sector Companies: Market Share (2026)Marketing automation Used by UK B2B Companies: Market Share (2026)CDN Used by UK Travel Sector Companies: Market Share (2026)Marketing automation Used by UK B2C Companies: Market Share (2026)Travel Sector in the UK

Frequently asked questions

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

Mailchimp is the most-detected Marketing automation among UK travel sector companies, with 54.5% share (498 of 914 companies with a detectable system), ahead of Airship (8.3%) and Klaviyo (7.1%).

How many UK travel sector companies have a detectable Marketing automation?

914 of 128,631 actively-trading UK travel sector companies (0.7%) have a Marketing automation 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 Marketing automation?

A Marketing automation system manages outbound customer messaging and campaign workflows for UK travel sector companies. In travel, it typically supports enquiry follow-up, email newsletters, promotional journeys and post-booking communications across customer lists or segments.

How is Marketing automation 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, Mailchimp or Airship?

Mailchimp: 498 detected companies versus 76 for Airship, of the 914 UK travel sector companies with a detectable Marketing automation.

What is the best Marketing automation for UK travel sector companies?

This page reports observed usage rather than recommending a single best Marketing automation system. Mailchimp leads every employee band: 52.7% of 438 companies under 10 employees, 58.8% of 391 companies with 10–50 employees, and 43.5% of 85 companies over 50 employees.

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