Tag manager Used by UK Travel Sector Companies: Market Share (2026)
Detected tag manager market share across 3,111 of 128,631 trading UK travel sector companies, led by Google Tag Manager at 96.9%.
Among 128,631 trading UK travel sector companies, 3,111 have a detectable Tag manager. Four systems are detected, with Google Tag Manager accounting for 96.9% of detected companies, or 3,015 companies.
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The long tail is narrow. PixelYourSite appears at 2.7% with 85 companies, Draftpress HFCM at 2.6% with 82 companies, and Adobe Dynamic Tag Management at 1.0% with 32 companies.
Google Tag Manager leads in every employee band: 97.0% of 1,685 companies under 10 employees, 96.2% of 1,149 companies with 10–50 employees, and 99.6% of 277 companies over 50 employees.
3,111
travel sector with detected Tag manager
Of 128,631 UK travel sector
2.4%
Detection rate
2026
4
Systems detected
In this category
96.9%
Leader share
Google Tag Manager
UK Travel Sector Tag manager market share
Share of the 3,111 UK Travel Sector with a detectable system. As of June 2026.
Tag manager compared
| System | UK Travel Sector | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Google Tag Manager | 3,015 | 96.9% | 8 | 24.5% | Small teams, broad travel usage |
| PixelYourSite | 85 | 2.7% | 7 | 21.2% | Small travel firms, London minority |
| Draftpress HFCM | 82 | 2.6% | 9 | 26.8% | Small teams, slightly larger median |
| Adobe Dynamic Tag Management | 32 | 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 Tag manager system shifts with company size: among UK Travel Sector with under 10 employees, Google Tag Manager leads at 97% of the 1,685 with a detectable system; among UK Travel Sector with 10–50 employees, Google Tag Manager leads at 96.2% of the 1,149 with a detectable system; and among UK Travel Sector with over 50 employees, Google Tag Manager leads at 99.6% of the 277 with a detectable system.
Under 10 employees
97% of band
Small travel operators make up the largest detected band, with 1,685 companies under 10 employees. Google Tag Manager leads with 97.0% share, leaving only limited room for the other detected systems.
10–50 employees
96.2% of band
The 10–50 employee band covers 1,149 detected companies and remains heavily concentrated. Google Tag Manager leads with 96.2% share, while PixelYourSite and Draftpress HFCM sit in the long tail.
Over 50 employees
99.6% of band
Larger travel companies are the smallest detected band, with 277 companies over 50 employees. Google Tag Manager is near-universal here, with 99.6% share.
How Tag manager 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 Tag manager
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Frequently asked questions
What is the most-used Tag manager among UK travel sector companies?
How many UK travel sector companies have a detectable Tag manager?
What is a Tag manager?
How is Tag manager usage detected?
Which has more UK travel sector companies, Google Tag Manager or PixelYourSite?
What is the best Tag manager for UK travel sector companies?
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