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US Travel Destinations - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Destinations 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 Destinations 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
go.com 21.36
expedia.com 7.63
viator.com 4.62
booking.com 4.39
cheapcaribbean.com 4.09
amazon.com 2.73
rockefellercenter.com 2.59
tripadvisor.com 2.13
vrbo.com 1.91
griffithobservatory.org 1.86
others 46.69

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In the travel PPC landscape, ‘go.com’ leads with 21.36% click share, followed by ‘expedia.com’ at 7.63%. ‘Others’ dominate with 46.69%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US Travel Destinations 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 go.com expedia.com viator.com cheapcaribbean.com tripadvisor.com vrbo.com booking.com rockefellercenter.com airbnb.com amazon.com
2025/05/01 14.77% 7.85% 5.87% 3.81% 2.09% 2.47% 5.15% 0.95% 1.57% 3.41%
2025/05/02 19.85% 8.14% 4.12% 4.99% 1.54% 3.32% 5.83% 1.09% 1.78% 1.97%
2025/05/03 13.67% 9.43% 4.82% 5.62% 2.08% 3.88% 4.8% 1.93% 1.69% 2.71%
2025/05/04 15.53% 9.85% 5.44% 4.16% 2.6% 4.58% 5.22% 1.35% 1.66% 0.22%
2025/05/05 19.58% 8.99% 5.1% 4.5% 2.3% 2.88% 5.11% 1.85% 1.68% 1.4%
2025/05/06 20.09% 9.53% 4.66% 5.89% 2.09% 2.09% 4.53% 1.91% 1.15% 1.18%
2025/05/07 18.04% 10.57% 5.54% 5.13% 2.27% 2.01% 6.07% 2.1% 1.67% 1.62%
2025/05/08 16.96% 10.29% 6.15% 5.07% 2.29% 1.3% 5.6% 1.38% 1.37% 1.1%
2025/05/09 15.13% 9.66% 5.92% 5.63% 2.52% 2.74% 5.3% 1.71% 2.21% 1.44%
2025/05/10 16.69% 7.89% 5.49% 5.03% 1.86% 2.85% 3.27% 1.63% 1.88% 6.53%
2025/05/11 14.29% 11.54% 5.96% 5.08% 2.92% 2.82% 4.31% 1.92% 2.68% 0.38%
2025/05/12 17.33% 9.63% 5.95% 5.02% 2.44% 2.12% 5.13% 2.29% 1.19% 3.93%
2025/05/13 13.41% 10.59% 6.3% 5.36% 2.99% 2.03% 5.91% 1.76% 1.59% 0.29%
2025/05/14 19.52% 9.3% 5.52% 4.95% 2.52% 2.03% 5.02% 1.48% 2.88% 1.46%
2025/05/15 17.31% 9.88% 5.63% 5.92% 2.31% 1.67% 7.14% 0.69% 1.4% 1.21%
2025/05/16 16.67% 10.07% 6.63% 4.97% 2.3% 2.27% 5.65% 1.41% 1.67% 1.06%
2025/05/17 14.37% 9.1% 7.3% 4.39% 3.43% 3.39% 4.8% 1.24% 2.31% 1.92%
2025/05/18 14.16% 12.67% 6.98% 3.34% 3.43% 3.11% 7.2% 1.44% 1.74% 0.93%
2025/05/19 13.24% 12.06% 6.15% 5.06% 1.99% 3.14% 6.21% 1.06% 1.6% 0.5%
2025/05/20 16.44% 10.38% 7.28% 4.87% 1.85% 3.16% 7.56% 0.82% 1.54% 1.48%
2025/05/21 14.93% 8.74% 7.69% 5.36% 2.52% 1.99% 6.33% 0.97% 1.64% 0.58%
2025/05/22 10.61% 10.03% 7.11% 6.03% 2.53% 1.88% 7.39% 1.44% 1.38% 0.72%
2025/05/23 13.93% 9.52% 6.79% 4.56% 1.71% 2.1% 7.01% 1.14% 1.99% 0.59%
2025/05/24 13.13% 10.8% 6.81% 4.71% 2% 4.22% 5.97% 1.73% 2.54% 1.55%
2025/05/25 13.18% 10.55% 7.72% 3.84% 3.23% 2.78% 5.8% 1.79% 1.74% 3.06%
2025/05/26 15.68% 9.13% 6.93% 5.37% 1.91% 1.94% 5.62% 2.09% 0.98% 1.1%
2025/05/27 9.88% 13.79% 7.83% 2.88% 2.72% 2.55% 5.83% 1.41% 1.37% 2.65%
2025/05/28 15.24% 9.73% 4.95% 5.97% 2.81% 2.81% 5.46% 1.47% 1.83% 2.18%
2025/05/29 17.7% 10.23% 5.29% 6.75% 2.92% 2.07% 5.56% 1.49% 1.77% 0.02%
2025/05/30 15.68% 8.79% 4.45% 7.21% 3.55% 1.96% 5.67% 1.2% 0.85% 0.31%
2025/05/31 13.34% 10.45% 6.85% 5.3% 4.54% 3.51% 3.18% 2.88% 1.24% 0.98%

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In May 2025, go.com led with fluctuating spend, peaking at 20.09%. Expedia.com showed steady growth, ending at 10.45%. Viator.com and cheapcaribbean.com had consistent mid-range values. TripAdvisor.com and vrbo.com saw gradual increases, while booking.com maintained stability. Rockefellercenter.com and airbnb.com had minor variations, and amazon.com experienced significant volatility.

Market Exposure

Competitor Count for US Travel Destinations

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
2025/05/01 860
2025/05/02 894
2025/05/03 910
2025/05/04 905
2025/05/05 861
2025/05/06 864
2025/05/07 905
2025/05/08 943
2025/05/09 915
2025/05/10 959
2025/05/11 904
2025/05/12 863
2025/05/13 906
2025/05/14 952
2025/05/15 944
2025/05/16 902
2025/05/17 956
2025/05/18 917
2025/05/19 930
2025/05/20 877
2025/05/21 917
2025/05/22 919
2025/05/23 926
2025/05/24 928
2025/05/25 848
2025/05/26 822
2025/05/27 832
2025/05/28 852
2025/05/29 854
2025/05/30 843
2025/05/31 876

Copyright © Adthena. All rights reserved.

In May 2025, distinct advertisers on Google SERP fluctuated, peaking at 959 on May 10. The month concluded with 876 advertisers, reflecting dynamic market activity.

Campaign Efficiency

Market Loss & Market Gains for US Travel Destinations

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
expedia.com 1.36%
booking.com 0.99%
viator.com 0.63%
cheapcaribbean.com 0.4%
visitflorida.com 0.27%
beaches.com -0.28%
coppercolorado.com -0.32%
bryantpark.org -0.34%
amazon.com -0.58%
go.com -4.04%

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Expedia.com surged with a 1.36% click share increase, while go.com faced a significant 4.04% decline. Booking.com, viator.com, and cheapcaribbean.com also saw positive growth.

Campaign Efficiency

US Travel Destinations 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 viator.com go.com tripadvisor.com vrbo.com booking.com cheapcaribbean.com airbnb.com amazon.com hotels.com
2025/05/01 9.69% 6.02% 9.41% 1.75% 2.98% 6.17% 2.5% 2.09% 9.78% 2.01%
2025/05/02 10.32% 4.59% 9.69% 1.62% 4.49% 7.57% 2.59% 2.62% 6.89% 1.18%
2025/05/03 11.4% 5.48% 6.55% 2.15% 5.45% 5.09% 2.3% 2.4% 9.16% 2.36%
2025/05/04 12.63% 6.34% 9.25% 2.77% 6.38% 5.89% 1.75% 2.4% 0.71% 2.12%
2025/05/05 13.23% 5.68% 11.73% 2.29% 4.55% 5.83% 1.59% 2.81% 3.7% 2.38%
2025/05/06 13.32% 5.02% 12.58% 2% 2.95% 5.33% 3.24% 2.06% 2.95% 1.97%
2025/05/07 13.43% 5.72% 11.04% 2.06% 2.95% 6.99% 2.59% 2.55% 6.68% 1.09%
2025/05/08 13.73% 6.9% 8.22% 2.35% 2.04% 6.75% 2.32% 2.39% 3.32% 2.22%
2025/05/09 11.66% 6.97% 9.35% 2.58% 3.84% 5.71% 2.38% 3.43% 6.03% 1.54%
2025/05/10 9.63% 5.97% 10.01% 1.81% 3.62% 3.12% 1.98% 2.76% 14.92% 0.94%
2025/05/11 14.03% 6.57% 8.1% 3.13% 4.1% 4.75% 2.54% 3.93% 1.19% 1.8%
2025/05/12 11.9% 6.25% 9.38% 2.31% 2.98% 5.6% 1.96% 2.02% 11.66% 1.72%
2025/05/13 14.44% 7% 6.76% 3.06% 2.98% 7.24% 2.53% 2.65% 0.9% 1.71%
2025/05/14 12.16% 6.11% 10.46% 2.36% 3.19% 5.48% 2.08% 3.85% 5.77% 1.48%
2025/05/15 13.2% 6.24% 9.36% 2.22% 2.5% 8.55% 2.89% 2.26% 3.91% 1.89%
2025/05/16 13.27% 8.33% 8.8% 2.39% 3.24% 6.97% 1.99% 2.43% 2.78% 1.59%
2025/05/17 11.55% 7.41% 8.3% 3.47% 4.35% 5.67% 1.6% 3.18% 6.83% 1.21%
2025/05/18 16.44% 8.04% 7.96% 2.97% 3.92% 8.26% 2.1% 2.61% 2.96% 1.03%
2025/05/19 15.8% 6.68% 6.58% 1.97% 4.34% 7.7% 2.18% 2.38% 0.89% 2.62%
2025/05/20 14.52% 8.12% 9.5% 1.54% 4.99% 9.28% 1.71% 2.56% 3.08% 1.71%
2025/05/21 11.76% 8.85% 7.65% 2.46% 3.09% 8.24% 1.99% 2.76% 1.67% 1.3%
2025/05/22 14.03% 7.41% 5.74% 2.18% 2.71% 9.2% 2.66% 2.16% 2.02% 1.58%
2025/05/23 12.78% 8.49% 7.42% 1.67% 2.46% 9.04% 1.29% 3.15% 1.61% 1.64%
2025/05/24 13.81% 7.86% 5.69% 1.9% 5.65% 6.83% 1.85% 3.49% 4.16% 1.01%
2025/05/25 14.18% 8.54% 6.03% 2.9% 4.36% 6.93% 1.06% 2.55% 7.61% 0.8%
2025/05/26 12.36% 8.33% 9.28% 1.96% 2.54% 6.33% 2.05% 1.68% 3.84% 1.42%
2025/05/27 17.42% 8.25% 4.66% 2.14% 3.44% 6.28% 1.82% 2.14% 6.91% 1.65%
2025/05/28 13.27% 5.58% 7.96% 2.95% 3.97% 6.28% 2.29% 3.07% 7.76% 1.21%
2025/05/29 14.31% 6.17% 10.01% 2.76% 2.87% 6.6% 3.81% 2.62% 0.04% 1.03%
2025/05/30 11.97% 4.93% 7.46% 3.34% 2.76% 6.65% 3.34% 1.46% 0.95% 1.01%
2025/05/31 13.57% 7.93% 6.51% 4.7% 4.64% 4.24% 2.73% 1.79% 1.65% 1.19%

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Expedia’s impression share fluctuated, peaking at 17.42% on May 27. Viator saw a steady rise, ending at 7.93%. Go.com experienced a dip, closing at 6.51%. TripAdvisor’s share increased, finishing at 4.7%.

Campaign Efficiency

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

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. 1
    Myrtle Beach Oceanfront Hotels http://www.booking.com › myrtlebeach › oceanfronthotel

    Best Price Guarantee — Book your Oceanfront Hotel in Myrtle Beach.

  2. 2
    Punta Cana Hotels - Browse Vacation Packages https://www.expedia.com/punta_cana/hotels

    Intuitive Trip Planning Allows You to Book Your Travel and Stay in an Easy to...

  3. 3
    Walt Disney World https://disneyworld.disney.go.com › thingstodo

    Disney World — Some of the best nighttime shows in the world happen at Disney Theme Parks. Don't miss it! Experience dining, shopping, entertainment and...

  4. 4
    Statue of Liberty Tickets https://www.statueoflibertytickets.com

    Statue of Liberty Reservations — Statue of Liberty at Liberty Island and Ellis Island Immigration Museum at Ellis Island.

  5. 5
    There’s More To The Beach - See What Awaits You Inland https://www.visitmyrtlebeach.com

    Find Great Food, Family-Friendly Fun And Can’t-Miss Events Along The 60-mile Grand Strand.

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In the competitive world of travel PPC, Booking.com entices with a “Best Price Guarantee” for Myrtle Beach oceanfront hotels, while Expedia simplifies trip planning for Punta Cana. Disney World captivates with nighttime shows, and the Statue of Liberty offers historical allure. Visit Myrtle Beach highlights inland adventures.

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