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Travel And Hospitality In The EU, In Numbers
Hotels, holiday rentals, travel agencies: three markets, each with its own season. Their official figures from Eurostat, then the calendar of their Google searches.
Hotels
NACE code 55.10
Hotels and similar accommodation
148,484companies in the EU
Eurostat publishes no final figure for this country.
Most searched month: August
Holiday Rentals
NACE code 55.20
Holiday and other short-stay accommodation
258,257companies in the EU
Eurostat publishes no final figure for this country.
€40.2 billion in turnover
Most searched month: January
Travel Agencies
NACE code 79.11
Travel agency activities
52,443companies in the EU
Eurostat publishes no final figure for this country.
Most searched month: June
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE codes 55.10, 55.20 and 79.11, 2024 data updated on 30 September 2026.See the raw data.
Source: US Census Bureau, Economic Census 2022 (dataset ecnbasic), United States, establishments with paid employees, NAICS codes 72111, 72119 and 561510, 2022 data updated on 24 October 2023. An establishment is a single site: a company with 3 sites counts 3 times. See the table. Employees per establishment: calculated from the number of employees and of establishments published by the US Census Bureau. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Statistics Canada, Canadian Business Counts, with and without employees, June 2026, Canada, NAICS codes 721111, 721112, 721113, 721114, 721191, 721192, 721198 and 561510, released on 14 August 2026. Statistics Canada counts locations: a company with 10 stores and a head office counts 11 times. Without employees, only locations that are incorporated or earn more than C$30,000 in business revenue are counted. See the tables with employees and without employees. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: INEGI, National Statistical Directory of Economic Units (DENUE) 05/2026, Mexico, active establishments except agriculture, SCIAN codes 72111, 72119 and 561510 (SCIAN Mexico 2023), released on 20 May 2026. DENUE counts establishments with premises, homes included: a trade carried out at the customer's site with no premises of its own (painter, plumber) or by street vendors is left out, as are rural localities under 2,500 inhabitants. People employed include the owner. See the methodology. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: e-Stat, 2021 Economic Census for Business Activity, Ministry of Internal Affairs and Communications, Japan, privately owned establishments as of 1 June 2021, JSIC codes 751 and 791 (Japan Standard Industrial Classification, revision 13), data updated on 30 September 2026. An establishment is a single site: a company with 3 sites counts 3 times. People engaged include owners. See the table. People per establishment: calculated from the number of people engaged and of establishments published by e-Stat. Each card uses the Japanese classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Nomis, UK Business Counts (extract from the Inter-Departmental Business Register), United Kingdom, enterprises and local units live in March 2026, SIC 2007 codes 5510, 5520 and 7911 (UK classification, identical to NACE down to 4 digits), data updated on 24 September 2026, retrieved on 16 October 2026. The register only counts businesses registered for VAT or PAYE. A local unit is a site: a company with 3 sites counts 3 local units. See the tables enterprises and local units. Data source: Office for National Statistics, licensed under the Open Government Licence v3.0.
Source: SingStat, Annual services and manufacturing statistics, Singapore, establishments 2024, SSIC code 55101 (Singapore Standard Industrial Classification 2025), data updated on 4 March 2026, retrieved on 16 October 2026. An establishment is a site: a company with 3 sites counts 3 times. Own-account workers (hawkers, stall holders, freelancers, taxi drivers) are not counted. See the table. Each card uses the Singapore classification line or lines whose official title fits entirely within its NACE code; where there is no exact match, the card says so. Contains information from “Key Indicators By Detailed Industry In All Services Industries, Annual” accessed on 16 October 2026 from the Singapore Department of Statistics, which is made available under the terms of the Singapore Open Data Licence version 1.0.
Source: OECD, Structural Business Statistics (SDBS), South Korea, establishments (local units), ISIC code 7911 (United Nations international classification, revision 4), 2022 data retrieved on 16 October 2026. An establishment is a single site: a company with 3 sites counts 3 times. A figure the OECD flags as estimated or imputed is left out: the card then says there is no final figure. See the table, see the raw data. People per establishment: calculated from the number of people employed and of establishments published by the OECD. Each card uses the international classification (ISIC) code or codes that match its NACE code exactly, NACE being derived from ISIC; where there is no exact match, the card says so. Official ISIC titles: United Nations Statistics Division.
The Google Search Calendar
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from September 2025 to August 2026.
Hotels
Holiday Rentals
Travel Agencies
100500
HotelsHoliday RentalsTravel Agencies
SepOctNovDecJanFebMarAprMayJunJulAug
Most searched month: hotels in August, holiday rentals in January, travel agencies in June. Travel Agencies: June brings 2.9 times the searches of December.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from September 2025 to August 2026, retrieved on 2 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “hotels”, “hotel booking”, “cheap hotels”, “holiday cottages”, “holiday lets”, “holiday rentals”, “travel agents”, “package holidays” and “all inclusive holidays”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
See the chart data
Month
Hotels
Holiday Rentals
Travel Agencies
September 2025
100
72
67
October 2025
82
67
48
November 2025
82
51
36
December 2025
67
47
34
January 2026
100
100
75
February 2026
82
71
61
March 2026
100
85
61
April 2026
100
76
72
May 2026
100
86
87
June 2026
100
76
100
July 2026
100
86
99
August 2026
100
86
68
The Price Of A Click At The Top Of Google
What advertisers paid to appear at the top of the results, for the most searched query of each line, in the United Kingdom.
Hotels “hotels”€0.86 to €2.47
Holiday Rentals “holiday cottages”€0.56 to €1.43
Travel Agencies “all inclusive holidays”€0.58 to €1.45
Source: Google Ads Keyword Planner, top of page bid, low range and high range, in euros, in the United Kingdom, retrieved on 2 October 2026 from Théo Maupilé's Google Ads account. According to Google, the range runs from the 20th to the 80th bid out of 100: about 6 bids in 10 fall between the two amounts. It is an observed range, not a price list: the price of each click is set in an auction.
Let's Discuss Your Challenges!
20 minutes · No commitment · 100% confidential
Travel & Hospitality · United Kingdom
Where Is Your Audience?
Your audience moves from one app to the next within the same day: they search on Google, watch YouTube, browse Discover and Gmail, scroll Instagram and Facebook, ask ChatGPT for advice. Tap an app to see where your ad meets them, and what the ad platforms measure in your industry.
SponsoredYYour brandSeaside Hotel · Your BrandCheck availability and book your room direct, breakfast included.
MaGoogle MapsIllustration
Y
SponsoredYYour brandSeaside Hotel · Your BrandHotel · 300 m from the beachCallWebsite
YYouTubeIllustration
Your weekend by the seaAd · Your brand
Up nextTour of a seaside hotel
SponsoredSeaside Hotel · Your Brand
DDiscoverIllustration
Your weekend by the sea
YYour brand · SponsoredSeaside Hotel · Your Brand
MGmailIllustration
YSponsoredYour brandSeaside Hotel · Your BrandCheck availability and book your room direct, breakfast included.
WWebsites and appsIllustration
Your weekend by the seaYYour brandLearn more
FFacebookIllustration
YYour brandSponsored
Check availability and book your room direct, breakfast included.
Your weekend by the sea
Seaside Hotel · Your BrandLearn more
IInstagramIllustration
YYour brandSponsored
Your weekend by the sea
Learn more→
CChatGPTIllustration
where can we go for 3 days in November with kids?
Here are the points to compare before you choose, based on your situation.
SponsoredYYour brandSeaside Hotel · Your BrandCheck availability and book your room direct, breakfast included.
Searchinggoogle.com · Google app
GGoogle
They type their need in their own words. This is when intent is at its clearest: your ad answers a question they have just asked.
7,480,000searches a month for “hotels”, in the UK
Searches a month in your industry, in the UK
“hotels”7,480,000
“holiday cottages”90,500
“travel agents”18,100
Source: Google Keyword Planner, searches in the United Kingdom, in English, monthly average from September 2025 to August 2026, estimated and rounded by Google, pulled on 2 October 2026.
They look for a place near them and compare options on the map. Your ad shows your address and phone number, beside, above or below the search results.
4 networkswhere location assets can show your address: the Search Network, the Display Network, YouTube and Google Maps
In Your Industry
For travel and lodging, Google points to Hotel campaigns: ads that show when a traveller searches for a hotel on Google Search or Google Maps, and that can include photos, prices and a booking link.
They watch a video they chose. Your ad plays before or during that video, or shows up in their suggestions: your brand gets known before the need is put into words.
6 sthe bumper format: a short message your audience sees in full
They browse the feed of articles and videos the Google app suggests. Your ad slips in as one card among the others: they discover your offer before they even look for it.
3 feedsa single Demand Gen campaign places your ad in Discover, in Gmail and in YouTube’s feeds
They read an article or use an app. Your banner shows next to the content: your brand stays top of mind, and people who already visited your site see you again.
Millionsof websites and apps where a Display campaign can show your ad, on top of YouTube
In Your Industry
For travel, Google recommends the Display Network to avoid the stiffest competition: banners on millions of websites, targeted at people interested in a specific city or area.
They catch up with friends, groups and their local area. Your ad slots into that feed, or into Marketplace when they look for something nearby.
35.2 to 41.5 millionpeople aged 18 and over reachable in the UK on Facebook
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They scroll their feed, stories and reels to unwind. The image takes the first step: your offer gets discovered here, and people who already visited your site find you again.
31.1 to 36.6 millionpeople aged 18 and over reachable in the UK on Instagram
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They ask their question and read a full answer. The ad appears below that answer when the topic of the conversation matches what you offer: the need is already detailed, constraints included.
31European countries in the expansion announced by OpenAI, France and Spain included
I'm Théo, a freelance Paid Media specialist with 100+ clients on Google Ads & Meta Ads. I ran user acquisition for all-inclusive wellness retreats in Spain, stays of one to four weeks: a purchase decided on the calendar as much as on the price. I work directly with you, with no middleman.
The 3 Paid Media Projects In Travel
The Right Time In The Season
Travel demand follows a precise calendar: budget rises before the search peak, so you are visible while travellers compare.
Direct Bookings
Every booking made on your own site keeps its margin and its guest. Campaigns make that direct channel visible at the moment the traveller chooses.
Hotel Ads Or Performance Max
Google offers two routes: Hotel Ads, which requires a Hotel Center account, and Performance Max for travel goals, which works without one and shows your property on Search, YouTube and the Display Network. The choice is made when we frame the project, based on your property.
The Method, Applied To Your Property
1
Season Audit
Demand calendar, competition on your destination, state of your online booking.
2
Booking Measurement
Every direct booking comes back as a conversion, with its value.
3
Campaigns By Destination
Search on stay-related queries, Performance Max for travel, Meta to inspire.
4
Value-Based Steering
Budget moved to the dates and offers that fill the calendar.
Do You Need A Hotel Center Account To Advertise On Google?
For Hotel Ads, yes. For Performance Max with travel goals, no: the campaign starts from your hotel listing on Google Maps and shows it on Search, YouTube and the Display Network, without a Hotel Center account.
Google Ads Or Meta Ads For A Hotel?
Google reaches the traveller who is already searching for a destination and dates. Meta inspires the one who wasn't thinking about it yet, with your photos. The mix is set when we frame the project, based on your guests and your season.
When Should Campaigns Start For The Season?
Before the search peak: the calendar above shows the month when each type of stay is searched for most. Campaigns ramp up a few weeks earlier, so they learn while demand climbs.
How Long Until We See Results?
Campaigns go through a learning phase, and the first reliable readings usually come after a few weeks of data. I never promise a number upfront: I steer on your real data, week after week. For a launch, I recommend at least 2 to 3 months of management: that is the time the algorithms need to finish learning, and for performance to rest on enough conversions to make decisions. It is a recommendation, and you stay free to choose the length.
What Happens After You Click
1
7 Questions
A short form: your website, your budget, your goal. Two minutes is all it takes.
2
A 20-Min Call
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
3
Your Access And My Onboarding
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
4
Building Your Strategy
We start building your strategy from everything you have shared with me.
5
Our Day-To-Day Communication
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Slack
Microsoft Teams
Gmail
Google Chat
WhatsApp
Let's Talk About Your Season
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.