Security Used by UK Travel Sector Companies: Market Share (2026)
Across 4,624 UK travel sector companies with a detectable Security system, reCAPTCHA leads with 60.7% market share (2,807 companies).
Among 4,624 UK travel sector companies with a detectable Security system, reCAPTCHA accounts for 60.7% (2,807), with DataDome on 27.0% (1,247). The category is fairly concentrated: 18 systems are detected across the cohort, but the first two cover most identified usage.
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reCAPTCHA has the largest share in each employee band. Its share is 60.1% among Under 10 employees, 59.0% among 10–50 employees, and 80.9% among Over 50 employees.
The long tail is mostly made up of smaller web security, anti-spam and bot-management tools. Akismet has 4.1% (189), Akamai Bot Manager 3.2% (150), hCaptcha 1.9% (90), CleanTalk 1.5% (69), Wordfence 1.2% (57) and Sucuri 1.2% (55), with 10 further systems covering 122 companies.
4,624
travel sector with detected Security
Of 128,631 UK travel sector
3.6%
Detection rate
2026
18
Systems detected
In this category
60.7%
Leader share
reCAPTCHA
UK Travel Sector Security market share
Security compared
| System | UK Travel Sector | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| reCAPTCHA | 2,807 | 60.7% | 10 | 17% | Ten-person teams, widest footprint |
| DataDome | 1,247 | 27% | 10 | 18.4% | Ten-person teams, second-largest footprint |
| Akismet | 189 | 4.1% | 10 | 13.8% | Ten-person teams, smaller-share users |
| Akamai Bot Manager | 150 | 3.2% | 8 | 27.3% | Eight-person teams, London-skewed users |
| hCaptcha | 90 | 1.9% | 10 | 17.8% | Ten-person teams, niche coverage |
| CleanTalk | 69 | 1.5% | 8 | 21.7% | Eight-person teams, London-skewed users |
| Wordfence | 57 | 1.2% | 8 | 21.1% | Eight-person teams, smaller-share users |
| Sucuri | 55 | 1.2% | 12 | 43.6% | Twelve-person teams, London-heavy users |
| Imperva | 50 | 1.1% | 11 | 22% | Eleven-person teams, London-skewed users |
| TrustedSite | 44 | 1% | — | — | View these companies in Firmbase → |
| WP Guardian | 28 | 0.6% | — | — | View these companies in Firmbase → |
| Arkose Labs | 15 | 0.3% | — | — | View these companies in Firmbase → |
| Barracuda Networks | 13 | 0.3% | — | — | View these companies in Firmbase → |
| Trustwave | 6 | 0.1% | — | — | View these companies in Firmbase → |
| HackerOne | 5 | 0.1% | — | — | View these companies in Firmbase → |
| Sectigo TrustLogo | 3 | 0.1% | — | — | View these companies in Firmbase → |
| FingerprintJS | 3 | 0.1% | — | — | View these companies in Firmbase → |
| Kiprotect | 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 Security system shifts with company size: among UK Travel Sector with under 10 employees, reCAPTCHA leads at 60.1% of the 2,249 with a detectable system; among UK Travel Sector with 10–50 employees, reCAPTCHA leads at 59% of the 2,129 with a detectable system; and among UK Travel Sector with over 50 employees, reCAPTCHA leads at 80.9% of the 246 with a detectable system.
Under 10 employees
60.1% of band
Among Under 10 employees, reCAPTCHA has the largest share at 60.1% of 2,249 companies. DataDome and the smaller anti-spam and bot-management systems compete for the remaining detected usage.
10–50 employees
59% of band
Among 10–50 employees, reCAPTCHA remains first with 59.0% of 2,129 companies. DataDome forms the main second cluster, while Akismet, Akamai Bot Manager and other tools make up a thinner tail.
Over 50 employees
80.9% of band
Among Over 50 employees, reCAPTCHA is more concentrated, with 80.9% of 246 companies. The band is much smaller than the two sub-50 employee groups, leaving less room for the long-tail systems.
How Security usage is detected
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.
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 Security
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Frequently asked questions
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