Social media Used by UK Travel Sector Companies: Market Share (2026)
This directory shows detected Social media market share across 865 of 128,631 trading UK travel sector companies, with Instagram Feed for WordPress on the largest share at 44.7%.
Among 128,631 trading UK travel sector companies, 865 have a detectable Social media system, with 16 systems seen. Usage clusters around two Instagram feed tools: Instagram Feed for WordPress appears at 44.7% (387) and Smash Balloon Instagram Feed at 43.2% (374).
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Smaller companies lean towards Instagram Feed for WordPress: it has 40.0% of 400 Under 10 employees companies and 47.4% of 405 companies in the 10–50 employees band. Over 50 employees shifts to Smash Balloon Instagram Feed, which has 61.7% of 60 companies.
Beyond the two largest tools, AddThis has 10.5% (91), Twitter 8.9% (77), ShareThis 8.7% (75), AddToAny 8.3% (72), SocialStream 8.3% (72) and Metricool 4.5% (39). The tail remains broad, with 8 further systems covering 79 companies.
865
travel sector with detected Social media
Of 128,631 UK travel sector
0.7%
Detection rate
2026
16
Systems detected
In this category
44.7%
Leader share
Instagram Feed for WordPress
UK Travel Sector Social media market share
Share of the 865 UK Travel Sector with a detectable system. As of June 2026.
Social media compared
| System | UK Travel Sector | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Instagram Feed for WordPress | 387 | 44.7% | 12 | 18.9% | Small travel sites, median 12 staff |
| Smash Balloon Instagram Feed | 374 | 43.2% | 12 | 19.3% | Small travel sites, median 12 staff |
| AddThis | 91 | 10.5% | 9 | 15.4% | Micro travel sites, median 9 staff |
| 77 | 8.9% | 8 | 13% | Micro travel sites, median 8 staff | |
| ShareThis | 75 | 8.7% | 8 | 16% | Micro travel sites, median 8 staff |
| AddToAny | 72 | 8.3% | 12 | 15.3% | Small travel sites, median 12 staff |
| SocialStream | 72 | 8.3% | 13 | 16.7% | Small travel sites, median 13 staff |
| Metricool | 39 | 4.5% | — | — | View these companies in Firmbase → |
| SociableKIT | 24 | 2.8% | — | — | View these companies in Firmbase → |
| 23 | 2.7% | — | — | View these companies in Firmbase → | |
| UltimatelySocial | 17 | 2% | — | — | View these companies in Firmbase → |
| Sassy Social Share | 11 | 1.3% | — | — | View these companies in Firmbase → |
| Shareiiit | 8 | 0.9% | — | — | View these companies in Firmbase → |
| Custom Twitter Feeds | 7 | 0.8% | — | — | View these companies in Firmbase → |
| Buffer | 7 | 0.8% | — | — | View these companies in Firmbase → |
| Hootsuite | 3 | 0.3% | — | — | 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 Social media system shifts with company size: among UK Travel Sector with under 10 employees, Instagram Feed for WordPress leads at 40% of the 400 with a detectable system; among UK Travel Sector with 10–50 employees, Instagram Feed for WordPress leads at 47.4% of the 405 with a detectable system; and among UK Travel Sector with over 50 employees, Smash Balloon Instagram Feed leads at 61.7% of the 60 with a detectable system.
Under 10 employees
40% of band
Smaller travel firms account for 400 detected companies in this band. Instagram Feed for WordPress has the largest share at 40.0%, with feed and sharing tools making up the rest of a fragmented market.
10–50 employees
47.4% of band
Mid-sized travel operators form the largest band here, with 405 companies. Instagram Feed for WordPress has 47.4%, ahead of the other Social media systems used by this group.
Over 50 employees
61.7% of band
Larger travel companies are a smaller detected cohort, at 60 companies. Smash Balloon Instagram Feed has the largest share in this band at 61.7%.
How Social media 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 Social media
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Frequently asked questions
What is the most-used Social media among UK travel sector companies?
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