Why is the US Travel Activities February 2026 Report useful and how should I use it?

Why is the US Travel Activities February 2026 Report useful? Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance. Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that. How to use the US Travel Activities February 2026 Report Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.

How often is the data updated?

Data within the US Travel Activities February 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.

How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google. On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more. We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.

How accurate is the US Travel Activities February 2026 Report?

The US Travel Activities February 2026 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers. Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods. With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments. Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape. Learn more about our data. Learn more about our data accuracy

Does this include mobile, desktop and Google Shopping data?

Yes. The US Travel Activities February 2026 Report aggregates data from across both device types and Google Shopping.

Who is this US Travel Activities February 2026 Report for?

The US Travel Activities February 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform. With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date. Learn more about Ask Arlo.

US Travel Activities - PPC Market Share Analysis February 2026

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

Google AI Overview visibility for Travel Activities US

See how often AIOs appear and how search intent is distributed across buying signals.

See more data

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency	Percentage
Frequency	28.6125726137
	71.3874273863

28%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency	Percentage
Frequency	66
	34

66%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	38%
Transactional	5%
Navigational	0%
Seasonal	0%
Local	9%
Problem Solving	4%

Market Exposure

Share of Clicks for top 10 US Travel Activities brands

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

See more data

Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
viator.com	20.55
getyourguide.com	16.29
groupon.com	13.5
tripadvisor.com	10.79
klook.com	3.83
royalcaribbean.com	2.81
booking.com	2.12
gocity.com	2.11
scavengerhunt.com	1.7
agoda.com	1.44
others	24.86

viator.com - 20.55%
getyourguide.com - 16.29%
groupon.com - 13.5%
tripadvisor.com - 10.79%
klook.com - 3.83%
royalcaribbean.com - 2.81%
booking.com - 2.12%
gocity.com - 2.11%
scavengerhunt.com - 1.7%
agoda.com - 1.44%
others - 24.86%

Viator leads with 20.55% click share, followed by GetYourGuide at 16.29%. Others collectively hold 24.86%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 US Travel Activities 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.

See more data

Share of Spend - Last Month

Share of Spend - Last Month
Date	viator.com	getyourguide.com	groupon.com	tripadvisor.com	klook.com	royalcaribbean.com	agoda.com	vikingrivercruises.com	booking.com	gocity.com
2026/02/01	20.88%	14.17%	9.69%	10.91%	2.5%	1.56%	0.82%	1.8%	1.69%	1.49%
2026/02/02	20.51%	14.2%	8.61%	10.7%	1.32%	1.46%	0.56%	1.98%	1.69%	2.17%
2026/02/03	20.16%	15.44%	9.02%	9.95%	3.28%	1.5%	0.67%	1.54%	1.73%	1.67%
2026/02/04	20.36%	16.26%	8.72%	10.02%	3.36%	1.29%	1.23%	1.52%	2.22%	1.49%
2026/02/05	20.8%	15.92%	9.54%	10.52%	3.22%	1.36%	0.99%	1.37%	2.33%	1.31%
2026/02/06	20.7%	16.03%	10.39%	11.37%	4.16%	1.69%	1.12%	1.13%	2.31%	1.93%
2026/02/07	21.44%	16.38%	10.19%	11.25%	2.9%	2.33%	1.35%	1.36%	2.07%	0.84%
2026/02/08	21.07%	16.12%	9.64%	11.6%	2.61%	2.52%	1.41%	1.46%	2.37%	1.03%
2026/02/09	20.33%	15.56%	9.92%	12%	3.34%	2.23%	1.26%	1.44%	1.81%	2.06%
2026/02/10	21.23%	15.24%	9.37%	11.68%	2.85%	2.23%	2.3%	1.4%	2.24%	1.06%
2026/02/11	21.02%	13.99%	9.19%	11.72%	2.59%	2.48%	1.62%	1.36%	3.02%	1%
2026/02/12	20.43%	15.64%	9.42%	10.36%	3.35%	1.33%	1.15%	1.35%	2.38%	1.35%
2026/02/13	20.17%	15.65%	10.18%	11.14%	4.19%	1.64%	1.35%	1.1%	2.72%	1.89%
2026/02/14	21.1%	16.16%	10.02%	11.12%	3.05%	2.29%	1.58%	1.34%	2.13%	0.86%
2026/02/15	20.73%	15.87%	9.51%	11.41%	2.64%	2.48%	1.5%	1.44%	2.5%	1.1%
2026/02/16	20.17%	15.44%	9.84%	11.9%	3.35%	2.21%	1.46%	1.43%	1.89%	2.07%
2026/02/17	23.13%	15.95%	8.01%	12.69%	3.3%	1.75%	1.42%	1.37%	1.79%	1.62%
2026/02/18	22.25%	13.9%	9.94%	12.23%	3.95%	2.41%	1.35%	1.3%	1.85%	2.53%
2026/02/19	21.79%	13.73%	10.16%	11.31%	4.14%	2.39%	1.81%	1.31%	1.54%	2.27%
2026/02/20	22.21%	13.55%	9.59%	12.16%	2.86%	2.66%	1.47%	1.17%	1.85%	1.8%
2026/02/21	22.39%	14.31%	9.84%	10.87%	3.6%	2.76%	1.5%	1.16%	1.66%	1.89%
2026/02/22	21.64%	13.27%	8.96%	11.32%	4.18%	2.74%	1.83%	1.77%	2.27%	1.88%
2026/02/23	21.45%	14.05%	8.77%	10.53%	4.74%	2.36%	1.8%	1.65%	1.96%	1.26%
2026/02/24	21.63%	13.73%	8.43%	10.63%	4.55%	2.87%	1.68%	1.84%	1.75%	1.07%
2026/02/25	23.3%	14.6%	9.26%	9.55%	4.05%	2.6%	1.76%	1.44%	1.29%	1.08%
2026/02/26	25.73%	14.92%	9.71%	9.52%	4.02%	2.33%	1.43%	1.28%	1.23%	1.28%
2026/02/27	24.28%	14.11%	11.07%	9.5%	4.4%	2.51%	1.55%	1.22%	0.9%	1.48%
2026/02/28	23.71%	14.12%	10.04%	9.98%	4.07%	2.73%	1.73%	1.46%	1.33%	1.13%

viator.com
getyourguide.com
groupon.com
tripadvisor.com
klook.com
royalcaribbean.com
agoda.com
vikingrivercruises.com
booking.com
gocity.com

Viator.com led February with a steady rise, peaking at 25.73% on the 26th. GetYourGuide.com fluctuated, ending at 14.12%. Groupon.com saw a late surge, closing at 10.04%. TripAdvisor.com’s share dipped, finishing at 9.98%.

Market Exposure

Competitor Count for US Travel Activities

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.

See more data

Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2026/02/01	2177
2026/02/02	2255
2026/02/03	2119
2026/02/04	2174
2026/02/05	2203
2026/02/06	2221
2026/02/07	2246
2026/02/08	2175
2026/02/09	2181
2026/02/10	2207
2026/02/11	2237
2026/02/12	2203
2026/02/13	2221
2026/02/14	2246
2026/02/15	2175
2026/02/16	2181
2026/02/17	1861
2026/02/18	2054
2026/02/19	2022
2026/02/20	2059
2026/02/21	1972
2026/02/22	2022
2026/02/23	2066
2026/02/24	2064
2026/02/25	2124
2026/02/26	2047
2026/02/27	2031
2026/02/28	2028

February began with 2,177 advertisers, peaking at 2,255 on the 2nd. Mid-month saw a decline, reaching 1,861 on the 17th. The month concluded with 2,028 advertisers.

Campaign Efficiency

Market Loss & Market Gains for US Travel Activities

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

See more data

Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
viator.com	1.4%
klook.com	1.14%
royalcaribbean.com	0.98%
cooldestinations.com	0.54%
agoda.com	0.4%
tripadvisor.com	-0.26%
fishingbooker.com	-0.3%
resortpass.com	-0.32%
booking.com	-0.5%
getyourguide.com	-1.75%

Viator.com leads with a 1.40 increase, while GetYourGuide.com drops by 1.75. Klook.com and RoyalCaribbean.com also rise, contrasting Booking.com’s decline.

Campaign Efficiency

US Travel Activities Share of Impressions

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

See more data

Date	viator.com	getyourguide.com	groupon.com	tripadvisor.com	klook.com	gocity.com	agoda.com	scavengerhunt.com	letsroam.com	booking.com
2026/02/01	20%	16.21%	13.87%	9.68%	3.69%	2.66%	1.18%	1.74%	1.09%	2.15%
2026/02/02	19.88%	15.97%	12.41%	9.8%	2.93%	3.13%	0.78%	1.56%	1.58%	1.84%
2026/02/03	18.82%	16.61%	12.65%	9.24%	4%	2.24%	0.78%	2.31%	2.06%	1.87%
2026/02/04	19.06%	17.37%	12.61%	9.22%	3.88%	2.05%	1.44%	1.93%	1.52%	2.61%
2026/02/05	19.32%	16.79%	13.29%	10.09%	4.07%	1.87%	1.17%	2.72%	1.95%	2.34%
2026/02/06	19.4%	16.94%	14.38%	10.92%	4.54%	2.56%	1.45%	2.48%	1.12%	3.72%
2026/02/07	20.47%	17.98%	14.46%	10.65%	3.36%	1.58%	2.03%	0.76%	0.9%	2.66%
2026/02/08	20.09%	17.34%	13.92%	11.34%	2.71%	2.25%	1.75%	1.77%	1.1%	3.5%
2026/02/09	19.4%	16.81%	13.66%	11.62%	3.68%	3.03%	1.65%	2.41%	2.72%	2.43%
2026/02/10	20.24%	16.62%	13.23%	10.85%	2.88%	1.73%	2.92%	2.65%	2.09%	2.58%
2026/02/11	19.94%	15.45%	13.29%	11.11%	2.9%	1.65%	2.13%	1.81%	1.93%	3.77%
2026/02/12	19.32%	16.79%	13.29%	10.09%	4.07%	1.87%	1.17%	2.72%	1.95%	2.34%
2026/02/13	19.4%	16.94%	14.38%	10.92%	4.54%	2.56%	1.45%	2.48%	1.12%	3.72%
2026/02/14	20.47%	17.98%	14.46%	10.65%	3.36%	1.58%	2.03%	0.76%	0.9%	2.66%
2026/02/15	20.09%	17.34%	13.92%	11.34%	2.71%	2.25%	1.75%	1.77%	1.1%	3.5%
2026/02/16	19.4%	16.81%	13.66%	11.62%	3.68%	3.03%	1.65%	2.41%	2.72%	2.43%
2026/02/17	22.84%	16.93%	11.91%	11.33%	3.88%	1.97%	1.74%	1.22%	0.5%	2.22%
2026/02/18	20.46%	14.94%	13.7%	12.09%	5.23%	3.11%	1.5%	1.82%	1.72%	2.31%
2026/02/19	19.81%	14.28%	13.91%	10.53%	5.69%	3.16%	2.23%	1.7%	2.03%	1.69%
2026/02/20	20.85%	14.46%	13.65%	11.46%	3.31%	2.71%	1.85%	2.64%	1.3%	2.73%
2026/02/21	20.72%	15.71%	14.13%	9.87%	4.24%	2.62%	1.56%	2.73%	1.97%	1.89%
2026/02/22	20.28%	14.31%	12.79%	10.52%	5.54%	2.55%	2.31%	2%	1.79%	2.78%
2026/02/23	20.32%	15.21%	12.78%	9.97%	6.16%	1.68%	2.78%	1.41%	0.73%	2.13%
2026/02/24	20.85%	14.93%	12.51%	10.1%	5.9%	1.59%	2.15%	1.44%	1.02%	1.75%
2026/02/25	22.14%	15.83%	13.49%	9.35%	5.29%	1.76%	2.17%	2.63%	1.37%	1.22%
2026/02/26	25.5%	16.3%	13.58%	9.09%	4.56%	1.7%	1.41%	2.25%	0.82%	1.18%
2026/02/27	23.53%	15.14%	15.82%	8.67%	6.05%	2.14%	1.75%	1.19%	0.86%	0.81%
2026/02/28	22.38%	14.93%	14.08%	9.27%	5.81%	1.93%	1.86%	1.76%	1.6%	1.46%

viator.com
getyourguide.com
groupon.com
tripadvisor.com
klook.com
gocity.com
agoda.com
scavengerhunt.com
letsroam.com
booking.com

In February 2026, Viator’s impression share surged from 20.0% to 25.5%, peaking mid-month. GetYourGuide saw a decline, while Groupon and TripAdvisor experienced fluctuations. Klook and GoCity showed steady growth, with Booking.com and ScavengerHunt maintaining moderate shares. The month concluded with Viator leading.

Campaign Efficiency

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

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

See more data

Google Text Ad Copy Insights & Creative Trends for US Travel Activities - Last month

1
2026 Royal Caribbean 75% Off - 2026 Cruises on Sale Now https://deals.cruiselines.com
Save up to 75% on 2026 Royal Caribbean Cruises. Complete selection & huge discounts.
2
Royal Caribbean Cruise Deals | Royal Caribbean Sale https://www.cruises.com › royalcaribbean
Stack Our Exclusive Deals with Royal Caribbean's Offers for the Most Cruise Savings!
3
2026 Norwegian Cruises on Sale https://www.norwegianvoyages.com
Save up to 80% on 2026 Cruises — Save up to 80% off 2026 Norwegian Cruises. Best price & service guarantee! Deals on Every Ship.
4
Royal Caribbean® Cruises - Royal Caribbean Official Site https://www.royalcaribbean.com
Find Endless Opportunities Aboard to Make the Most of Every Moment With Royal Caribbean®
5
Royal Caribbean® Incentives | Find Your Perfect Venue https://www.royalcaribbeanincentives.com
Find Your Perfect Event Venue Onboard A Royal Caribbean Cruise Ship. Start Planning Today!

In the competitive world of cruise travel, Royal Caribbean dominates with enticing offers. Their ads highlight massive savings, up to 75% off, and exclusive deals, creating a sense of urgency. Norwegian Voyages counters with an impressive 80% discount, emphasizing unbeatable prices and service.

Frequently Asked Questions

Why is the US Travel Activities February 2026 Report useful and how should I use it?

Why is the US Travel Activities February 2026 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the US Travel Activities February 2026 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the US Travel Activities February 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the US Travel Activities February 2026 Report?

The US Travel Activities February 2026 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The US Travel Activities February 2026 Report aggregates data from across both device types and Google Shopping.
Who is this US Travel Activities February 2026 Report for?

The US Travel Activities February 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Can I get a custom report for my brand?

Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

Customer Success Stories

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

Avanti West Coast needed a more efficient PPC strategy to maximize their paid search investment. Leveraging Adthena’s Lone Ranger and Head-to-Head Competitor reports, they identified opportunities to cut costs on brand terms and reinvest savings into generic search campaigns. Read case study

Monitoring brand terms and managing collaborator agreements for Nordic Choice

Nordic Choice Hotels is one of the largest hotel groups in the Nordic region. With a vast network of collaborators, and operating in a highly competitive industry, Nordic Choice required a competitive intelligence solution to improve digital performance and help solve complex challenges in search.Read case study

Increased revenue and reduced advertising costs for Eurostar

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

Get the full picture

See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

Related reports

Travel

UK Activities

AUS

Travel

US Travel Activities - PPC Market Share Analysis February 2026

Activities – US

Google AI Overview visibility for Travel Activities US

AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 US Travel Activities brands

Share of Spend for the top 10 US Travel Activities brands

Competitor Count for US Travel Activities

Market Loss & Market Gains for US Travel Activities

US Travel Activities Share of Impressions

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

Frequently Asked Questions

Why is the US Travel Activities February 2026 Report useful and how should I use it?

Why is the US Travel Activities February 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the US Travel Activities February 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this US Travel Activities February 2026 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

Related reports

UK Activities

AUS Activities