US Travel Accommodation - PPC Market Share Analysis April 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Accommodation category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 US Travel Accommodation brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain	Share of clicks
hotels.com	23.84
expedia.com	18.69
booking.com	15.25
airbnb.com	5.51
priceline.com	5.24
hilton.com	4.97
tripadvisor.com	3.65
kayak.com	2.82
vrbo.com	2.12
ihg.com	1.39
others	16.52

In the PPC landscape, hotels.com leads with 23.84% click share, followed by expedia.com at 18.69%. Booking.com captures 15.25%, while ‘others’ collectively hold 16.52%.

Market Exposure

Share of Spend for the top 10 US Travel Accommodation brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.

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Share of Spend - Last Month
Date	expedia.com	hotels.com	booking.com	priceline.com	hilton.com	kayak.com	tripadvisor.com	airbnb.com	trivago.com	vrbo.com
2025/03/01	18.94%	25.33%	15.43%	6.25%	4.4%	4.35%	3.49%	2.56%	2.12%	2.15%
2025/03/02	19.81%	25.24%	14.7%	5.14%	4.64%	4.08%	5.21%	2.05%	1.4%	2%
2025/03/03	21.08%	21.26%	15.55%	6.09%	5.01%	4.56%	4.48%	2.15%	1.57%	2.23%
2025/03/04	18.91%	26.63%	14.69%	4.66%	6.16%	4.23%	2.47%	2.46%	1.62%	2.18%
2025/03/05	19.91%	24.96%	15%	5.58%	4.99%	4.51%	3.09%	2.03%	2.6%	1.7%
2025/03/06	19.2%	24.52%	15.56%	6.58%	5.02%	4.85%	3.1%	2.06%	1.86%	1.7%
2025/03/07	17.91%	25.58%	14.98%	5.66%	5.93%	3.7%	2.61%	2.58%	2.05%	1.92%
2025/03/08	20.47%	21.89%	15.55%	5.8%	6.68%	3.39%	2.97%	2.59%	1.89%	1.69%
2025/03/09	20.37%	20.97%	16.23%	7.62%	4.32%	3.77%	4.14%	3.21%	2.29%	2.05%
2025/03/10	21.08%	23.27%	15.23%	6.09%	5.89%	4.42%	3.64%	2.43%	1.49%	1.63%
2025/03/11	18.4%	27.54%	14.57%	5.13%	5.79%	3.44%	2.94%	2.98%	0.92%	1.95%
2025/03/12	19.65%	23.56%	15.71%	6.71%	6.27%	4.48%	2.11%	2.71%	2.52%	1.45%
2025/03/13	20.22%	22.16%	16.04%	7.08%	5.95%	4.98%	2.05%	2.44%	2.65%	1.65%
2025/03/14	19.96%	22.11%	15.39%	6.69%	6.23%	3.83%	3.52%	2.21%	1.99%	1.73%
2025/03/15	18.56%	24.63%	16.47%	7%	5.29%	3.54%	3.35%	2.33%	1.59%	1.93%
2025/03/16	18.06%	26.53%	15.82%	7.08%	4.94%	3.34%	3.57%	2.19%	2.55%	1.91%
2025/03/17	18.38%	25.99%	15.89%	7.29%	5.04%	4.63%	3.41%	1.99%	3.15%	1.63%
2025/03/18	20.84%	23.89%	15.17%	6.09%	6.45%	4.3%	2.78%	2.28%	1.95%	1.9%
2025/03/19	19.35%	25.72%	15.05%	6.38%	5.39%	4.31%	2.89%	2.51%	1.87%	1.92%
2025/03/20	22.54%	22.74%	17.42%	6.4%	6.12%	4.13%	2.59%	1.75%	1.78%	1.29%
2025/03/21	22.52%	21.24%	17.96%	7.54%	5.48%	3.52%	3.17%	2.44%	2.16%	1.62%
2025/03/22	22.35%	20.3%	18.06%	7.01%	5.92%	3.15%	2.9%	2.91%	1.08%	1.84%
2025/03/23	22.08%	19.05%	18.95%	7.23%	5.26%	2.9%	4.02%	3.02%	2.13%	2.05%
2025/03/24	23.01%	18.94%	19.45%	6.56%	5.93%	2.99%	4.03%	2.45%	1.79%	2.1%
2025/03/25	20.54%	22.23%	17.02%	5.97%	6.11%	2.78%	3.95%	3.66%	1.15%	1.9%
2025/03/26	22%	19.06%	17.52%	7.45%	6.12%	3.8%	4.01%	2.61%	1.62%	1.8%
2025/03/27	21.1%	22.59%	16.26%	6.43%	6.34%	3.38%	3.69%	3.03%	1%	2.36%
2025/03/28	22.25%	20.38%	16.56%	7.95%	5.67%	4.44%	3.01%	2.46%	1.96%	1.76%
2025/03/29	22.43%	20.47%	17.41%	8.4%	4.93%	2.4%	3.66%	2.76%	2.04%	1.91%
2025/03/30	21.94%	19.02%	17.44%	7.55%	5.05%	3.76%	4.53%	2.71%	2.63%	1.88%
2025/03/31	21.93%	21.16%	18.51%	7.47%	5.13%	4.08%	3.45%	2.66%	2.1%	1.83%

In March 2025, Expedia’s PPC spend share fluctuated, peaking at 23.01% on March 24. Hotels.com led early, but declined, ending at 21.16%. Booking.com rose steadily, finishing at 18.51%. Priceline and Hilton showed moderate growth, while Kayak and TripAdvisor had varied trends. Airbnb, Trivago, and Vrbo maintained lower shares.

Market Exposure

Competitor Count for US Travel Accommodation

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.

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Competitor Count - Last month
Date	Competitor Count
2025/03/01	1569
2025/03/02	1794
2025/03/03	1718
2025/03/04	1666
2025/03/05	1752
2025/03/06	2089
2025/03/07	2273
2025/03/08	2401
2025/03/09	1572
2025/03/10	1883
2025/03/11	1653
2025/03/12	1880
2025/03/13	1814
2025/03/14	2256
2025/03/15	1789
2025/03/16	1758
2025/03/17	1631
2025/03/18	1736
2025/03/19	1701
2025/03/20	1788
2025/03/21	1732
2025/03/22	1952
2025/03/23	1604
2025/03/24	1689
2025/03/25	1582
2025/03/26	1787
2025/03/27	1769
2025/03/28	1714
2025/03/29	1733
2025/03/30	1678
2025/03/31	1609

March saw a dynamic shift in distinct advertisers, starting at 1,569 and peaking at 2,401 on the 8th. The month concluded with 1,609 advertisers.

Campaign Efficiency

Market Loss & Market Gains for US Travel Accommodation

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name	Market Trend
booking.com	1.85%
expedia.com	1.66%
airbnb.com	1.36%
priceline.com	0.58%
tripadvisor.com	0.48%
riu.com	-0.22%
cheapcaribbean.com	-0.23%
vacationoffer.com	-0.41%
kayak.com	-0.43%
hotels.com	-3.69%

Expedia and Booking.com surged in click share, gaining 1.66% and 1.85% respectively. Meanwhile, Hotels.com faced a significant drop of 3.69%.

Campaign Efficiency

US Travel Accommodation Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	expedia.com	booking.com	hotels.com	priceline.com	hilton.com	kayak.com	tripadvisor.com	airbnb.com	trivago.com	ihg.com
2025/03/01	17.39%	14.33%	17.81%	9.61%	5.64%	5.27%	3.17%	2.81%	2.48%	1.47%
2025/03/02	18.38%	14.24%	17.84%	8.12%	6.1%	5.04%	4.63%	2.33%	1.72%	1.67%
2025/03/03	19.84%	14.76%	15.79%	8.49%	6.14%	5.07%	4%	2.11%	1.67%	1.68%
2025/03/04	18.27%	14.23%	18.6%	6.74%	7.96%	5.05%	2.32%	2.55%	1.92%	2.32%
2025/03/05	18.93%	14.69%	17.67%	7.75%	6.26%	5.12%	2.93%	2.07%	2.81%	2.24%
2025/03/06	17.99%	14.88%	18.49%	9%	6.13%	5.33%	2.83%	2.28%	1.98%	1.93%
2025/03/07	17.38%	14.58%	17.91%	7.67%	7.38%	4.1%	2.34%	2.94%	2.16%	2.23%
2025/03/08	18.91%	14.94%	16.37%	7.94%	8.15%	3.7%	2.63%	2.95%	2.05%	2.16%
2025/03/09	19.26%	15.47%	16.01%	10.33%	5.17%	4.28%	3.76%	3.11%	2.39%	2.05%
2025/03/10	19.87%	14.94%	16.56%	8.66%	7.31%	5.07%	3.33%	2.65%	1.72%	1.88%
2025/03/11	17.98%	14.51%	18.53%	7.73%	7.21%	4.2%	2.85%	3.16%	1.14%	1.94%
2025/03/12	18.72%	15.25%	16.16%	9.29%	7.94%	5.03%	2.05%	3.11%	2.65%	2.14%
2025/03/13	18.56%	15.58%	15.79%	9.83%	7.44%	5.37%	1.98%	2.67%	2.77%	2.7%
2025/03/14	18.41%	14.56%	15.98%	9.44%	7.5%	4.28%	3.06%	2.36%	2.22%	2.74%
2025/03/15	17.66%	16.11%	16.91%	9.94%	6.61%	3.98%	3.15%	2.41%	1.82%	2.79%
2025/03/16	17.62%	15.78%	18.12%	10.12%	6.3%	3.75%	3.37%	2.22%	2.8%	2.31%
2025/03/17	17.88%	15.82%	18.02%	10.2%	6.52%	5.08%	3.21%	2.04%	3.32%	2.43%
2025/03/18	19.7%	14.98%	17.05%	8.63%	8.19%	4.84%	2.61%	2.33%	2.12%	2.51%
2025/03/19	18.58%	14.91%	18.03%	9.02%	6.8%	4.94%	2.73%	2.56%	2.08%	2.48%
2025/03/20	21.55%	17.08%	15.69%	9.38%	7.72%	4.62%	2.5%	1.97%	1.94%	2.67%
2025/03/21	21%	17.67%	15.19%	10.58%	6.68%	4.16%	2.97%	2.45%	2.3%	2.15%
2025/03/22	21.01%	17.55%	14.43%	10.03%	7.16%	3.59%	2.71%	2.76%	1.32%	2.53%
2025/03/23	20.84%	18.25%	14%	10.12%	6.44%	3.11%	3.8%	2.93%	2.13%	2.05%
2025/03/24	21.33%	18.91%	13.95%	9.18%	7.27%	3.29%	3.8%	2.62%	1.83%	2.2%
2025/03/25	19.87%	17.08%	15.2%	8.67%	7.45%	3.24%	3.83%	3.41%	1.41%	2.81%
2025/03/26	20.41%	17.15%	14.16%	10.49%	7.22%	4.11%	3.86%	2.5%	1.74%	2.43%
2025/03/27	19.9%	16.45%	14.91%	9.24%	7.97%	3.97%	3.62%	2.89%	1.26%	2.31%
2025/03/28	20.52%	16.58%	13.8%	11.29%	7.07%	4.55%	2.92%	2.57%	2.02%	2.13%
2025/03/29	20.77%	17.3%	14.65%	11.37%	6.03%	2.78%	3.45%	2.83%	2.08%	1.99%
2025/03/30	20.48%	17.48%	13.15%	10.32%	6.16%	3.91%	4.33%	2.77%	2.6%	2.51%
2025/03/31	20.63%	18.48%	14.48%	10.47%	6.45%	4.37%	3.46%	2.51%	2.25%	2.18%

March saw Expedia’s impression share rise, peaking at 21.55% on the 20th. Booking.com followed, ending strong at 18.48%. Hotels.com declined, while Priceline.com and Hilton.com showed fluctuations. Trivago.com and IHG.com remained stable.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Travel Accommodation

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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1
Airbnb Official Site https://www.airbnb.com
Vacation Rentals & More — Book your stay for vacation, work, and more. Feel the comforts of home, wherever you go. Find vacation rentals, cabins, & everything in between. Your next trip starts here. Low Prices.
2
Booking.com: Hotels https://www.booking.com
Hotels — Choose From a Wide Range of Properties Which Booking.com Offers. Search Now! Find...
3
Great Hotels on Hotels.com - Hotels.com - Here Since 1991 https://www.hotels.com › hotels › book_now
Find Hotels on Hotels.com. Compare Options & You Can Save. Browse Reviews & Photos.
4
Hotels from $39 on Priceline https://www.priceline.com
Last Minute Hotels — Incredible Deals from Independent Hotels and Well Known Brands. Up to 60% Off Great Rooms!
5
Vrbo® - Official Site https://www.vrbo.com › vacation_rental › book_online
Vrbo® Vacation Rentals — Find the Perfect Place for Your Family with Plenty of Space to Relax and Reconnect. Spacious and Private Vacation Homes on Vrbo®. Everything You Need for a Stress Free...

In the competitive landscape of Google’s PPC, Airbnb, Booking.com, Hotels.com, Priceline, and Vrbo stand out with distinct narratives. Airbnb emphasizes the comfort of home, while Booking.com highlights its vast property range. Hotels.com focuses on savings through comparisons, Priceline offers last-minute deals, and Vrbo promises spacious family retreats. Each ad uniquely appeals to diverse traveler needs.

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Eurostar is the only dedicated passenger train provider between continental Europe and the UK, but with fierce competition from other transport methods, it needed to prevent competitors and resellers from bidding aggressively on its brand. Read case study

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US Travel Accommodation - PPC Market Share Analysis April 2025

Share of Clicks for top 10 US Travel Accommodation brands

Share of Spend for the top 10 US Travel Accommodation brands

Competitor Count for US Travel Accommodation

Market Loss & Market Gains for US Travel Accommodation

US Travel Accommodation Share of Impressions

Google Text Ad Copy Insights & Creative Trends for US Travel Accommodation

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Avanti West Coast case study: Boosts revenue and cuts costs with winning PPC strategy

Monitoring brand terms and managing collaborator agreements for Nordic Choice

Increased revenue and reduced advertising costs for Eurostar

Get the full picture

See this data specific to your brand performance