WordPress plugins Used by UK Travel Sector Companies: Market Share (2026)
Among 1,247 UK travel sector companies with a detectable WordPress plugin, Site Kit leads with 34.2%, ahead of Jetpack and Essential Addons for Elementor.
Among 128,631 trading UK travel sector companies, 1,247 show a detectable WordPress plugin across 23 systems. Site Kit has the largest share at 34.2% (427), followed by Jetpack at 15.2% (189), Essential Addons for Elementor at 11.2% (140), Max Mega Menu at 10.0% (125) and Smush at 9.9% (123).
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Site Kit is first in every employee band. Its share rises from 33.1% of 626 companies under 10 employees to 34.5% of 542 companies in the 10–50 band and 41.8% of 79 companies over 50 employees.
EWWW Image Optimizer covers 5.0% (62), JetEngine 4.9% (61) and iThemes 3.4% (43), while 15 further systems cover 180 companies. The market therefore has one system with clear scale, followed by a sizeable middle tier and a long tail of smaller plugin footprints.
1,247
travel sector with detected WordPress plugins
Of 128,631 UK travel sector
1%
Detection rate
2026
23
Systems detected
In this category
34.2%
Leader share
Site Kit
UK Travel Sector WordPress plugins market share
Share of the 1,247 UK Travel Sector with a detectable system. As of June 2026.
WordPress plugins compared
| System | UK Travel Sector | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Site Kit | 427 | 34.2% | 10 | 14.1% | 10-person travel teams, 34.2% share |
| Jetpack | 189 | 15.2% | 9 | 20.1% | 9-person travel teams, 15.2% share |
| Essential Addons for Elementor | 140 | 11.2% | 9 | 22.1% | 9-person travel teams, 11.2% share |
| Max Mega Menu | 125 | 10% | 9 | 22.4% | 9-person travel teams, 10.0% share |
| Smush | 123 | 9.9% | 10 | 17.9% | 10-person travel teams, 9.9% share |
| EWWW Image Optimizer | 62 | 5% | 9 | 11.3% | 9-person travel teams, 5.0% share |
| JetEngine | 61 | 4.9% | 9 | 27.9% | 9-person travel teams, 4.9% share |
| iThemes | 43 | 3.4% | — | — | View these companies in Firmbase → |
| Autoptimize | 40 | 3.2% | — | — | View these companies in Firmbase → |
| GoDaddy CoBlocks | 37 | 3% | — | — | View these companies in Firmbase → |
| Perfmatters | 25 | 2% | — | — | View these companies in Firmbase → |
| GenerateBlocks | 23 | 1.8% | — | — | View these companies in Firmbase → |
| Animate It | 18 | 1.4% | — | — | View these companies in Firmbase → |
| Essential Blocks | 18 | 1.4% | — | — | View these companies in Firmbase → |
| Advanced Custom Fields | 18 | 1.4% | — | — | View these companies in Firmbase → |
| Breadcrumb NavXT | 17 | 1.4% | — | — | View these companies in Firmbase → |
| Elementor Addon Elements | 14 | 1.1% | — | — | View these companies in Firmbase → |
| Shortcodes Ultimate | 13 | 1% | — | — | View these companies in Firmbase → |
| a3 Lazy Load | 10 | 0.8% | — | — | View these companies in Firmbase → |
| ContentViews | 10 | 0.8% | — | — | View these companies in Firmbase → |
| HT Mega | 4 | 0.3% | — | — | View these companies in Firmbase → |
| Flying Pages | 4 | 0.3% | — | — | View these companies in Firmbase → |
| WP Portfolio | 2 | 0.2% | — | — | 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 WordPress plugins system shifts with company size: among UK Travel Sector with under 10 employees, Site Kit leads at 33.1% of the 626 with a detectable system; among UK Travel Sector with 10–50 employees, Site Kit leads at 34.5% of the 542 with a detectable system; and among UK Travel Sector with over 50 employees, Site Kit leads at 41.8% of the 79 with a detectable system.
Under 10 employees
33.1% of band
626 companies sit in this band, making it the largest of the three employee groups. Site Kit is first at 33.1%, with the rest of the 23-system field competing for the remaining installations.
10–50 employees
34.5% of band
542 companies sit in the 10–50 employee band. Site Kit is first at 34.5%, while the wider competitor set includes Jetpack at 15.2% (189) and Essential Addons for Elementor at 11.2% (140) overall.
Over 50 employees
41.8% of band
79 companies sit in the over 50 employee band. Site Kit is first at 41.8%, above its 34.2% (427) overall share, while 15 further systems cover 180 companies across the market.
How WordPress plugins 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 WordPress plugins
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Frequently asked questions
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