AUS Travel Activities - PPC Market Share Analysis February 2026

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

Google AI Overview visibility for Travel Activities AUS

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

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AIO Frequency

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

Frequency	Percentage
Frequency	14.1386311065
	85.8613688935

14%

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	60
	40

60%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	33%
Transactional	6%
Navigational	0%
Seasonal	0%
Local	7%
Problem Solving	5%

Market Exposure

Share of Clicks for top 10 AUS Travel Activities 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

Share of Clicks - Last month
Domain	Share of clicks
getyourguide.com	20.02
viator.com	19.47
klook.com	12.88
tripadvisor.com	11.29
groupon.com.au	4.73
agoda.com	3.52
headout.com	3.39
tiqets.com	1.83
bridgeclimb.com	1.43
cooldestinations.com	1.38
others	20.06

getyourguide.com - 20.02%
viator.com - 19.47%
klook.com - 12.88%
tripadvisor.com - 11.29%
groupon.com.au - 4.73%
agoda.com - 3.52%
headout.com - 3.39%
tiqets.com - 1.83%
bridgeclimb.com - 1.43%
cooldestinations.com - 1.38%
others - 20.06%

In the travel activities sector, GetYourGuide leads with 20.02% click share, closely followed by Viator at 19.47%. Others collectively hold 20.06%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 AUS 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.

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Share of Spend - Last Month

Share of Spend - Last Month
Date	getyourguide.com	viator.com	klook.com	tripadvisor.com	headout.com	groupon.com.au	agoda.com	tiqets.com	tripadvisor.com.au	booking.com
2026/02/01	16.56%	18.5%	10.86%	10.91%	4.21%	3.9%	3.02%	1.87%	2.44%	1.44%
2026/02/02	17.89%	18.47%	8.49%	7.53%	2.7%	3.46%	2.76%	1.35%	3.53%	1.69%
2026/02/03	18.08%	18.76%	9.13%	8.86%	3.34%	2.84%	2.06%	2.32%	2.93%	2.24%
2026/02/04	19.83%	17.98%	13.42%	8.42%	2.93%	2.11%	4.36%	0.96%	2.63%	1.4%
2026/02/05	21.29%	19.1%	13.15%	8%	1.53%	2.27%	3.13%	1.36%	2.9%	1.03%
2026/02/06	20.26%	18.45%	12.78%	9.32%	2.39%	2.72%	3.65%	1.47%	2.26%	1.83%
2026/02/07	19.41%	19.12%	10.2%	9.09%	2.04%	3.36%	4.49%	1.74%	2.75%	1.45%
2026/02/08	19.86%	19.11%	8.68%	10.33%	2.67%	4.2%	3.57%	1.82%	2.43%	1.53%
2026/02/09	19.31%	18.34%	9.79%	10.48%	2.74%	3.76%	4.29%	1.84%	2.14%	1.54%
2026/02/10	19.88%	18.91%	9.96%	10.29%	3.35%	4.17%	4.73%	1.09%	2.36%	1.36%
2026/02/11	19.26%	18.17%	9.69%	9.72%	3.17%	3.51%	5.35%	1.79%	2.11%	1.3%
2026/02/12	19%	18.73%	9.01%	9.88%	3.25%	3.86%	5.72%	1.5%	2.56%	1.5%
2026/02/13	20.15%	18.35%	12.78%	9.37%	2.39%	2.76%	3.65%	1.48%	2.25%	1.84%
2026/02/14	19.3%	19.04%	10.18%	9.13%	2.04%	3.39%	4.57%	1.75%	2.73%	1.44%
2026/02/15	19.77%	19.07%	8.66%	10.36%	2.66%	4.22%	3.62%	1.83%	2.42%	1.52%
2026/02/16	19.23%	18.28%	9.76%	10.47%	2.74%	3.78%	4.29%	1.84%	2.13%	1.54%
2026/02/17	23.16%	20.57%	9.37%	10%	4.71%	3.44%	4.25%	0.84%	1.7%	1.24%
2026/02/18	24.07%	22.01%	9.41%	10.05%	4.35%	3.31%	3.5%	1.01%	1.62%	1.16%
2026/02/19	19.31%	19.13%	9.97%	10.45%	3.54%	4.12%	4.18%	1.55%	2.3%	1.11%
2026/02/20	19.37%	18.49%	9.83%	9.27%	3.83%	3.43%	3.47%	1.37%	2.5%	1.61%
2026/02/21	20.09%	18.8%	10.02%	10.95%	4.65%	3.71%	2.61%	1.83%	2.25%	1.11%
2026/02/22	20.64%	19.63%	10.01%	11.8%	3.95%	3.56%	3.76%	1.6%	2.17%	1.05%
2026/02/23	19.54%	18.85%	10.54%	10.06%	3.71%	4.35%	3.79%	2.02%	2.24%	1.12%
2026/02/24	20.09%	20.32%	10.8%	8.25%	3.05%	3.62%	4.05%	1.37%	2.39%	1.75%
2026/02/25	21.47%	21.01%	10.55%	6.91%	3.37%	4.07%	3.56%	1.63%	2.2%	1.6%
2026/02/26	21.59%	20.75%	9.58%	7.79%	3.05%	3.8%	3.78%	2.05%	2.21%	1.35%
2026/02/27	21.74%	20.28%	10.6%	7.49%	2.87%	3.93%	2.63%	1.94%	1.86%	0.95%
2026/02/28	20.6%	19.85%	10.65%	7.22%	4.02%	3.44%	2.57%	2.36%	2.19%	1.13%

getyourguide.com
viator.com
klook.com
tripadvisor.com
headout.com
groupon.com.au
agoda.com
tiqets.com
tripadvisor.com.au
booking.com

In February 2026, GetYourGuide led with a peak spend share of 24.07% on the 18th. Viator followed closely, peaking at 22.01% on the same day. Klook and Tripadvisor showed moderate fluctuations, while Headout and Groupon maintained lower shares. The month concluded with GetYourGuide maintaining dominance.

Market Exposure

Competitor Count for AUS 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.

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Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2026/02/01	1193
2026/02/02	1129
2026/02/03	1172
2026/02/04	1110
2026/02/05	1018
2026/02/06	1096
2026/02/07	1109
2026/02/08	1102
2026/02/09	1143
2026/02/10	1142
2026/02/11	1132
2026/02/12	1140
2026/02/13	1096
2026/02/14	1109
2026/02/15	1102
2026/02/16	1143
2026/02/17	1001
2026/02/18	1024
2026/02/19	1064
2026/02/20	983
2026/02/21	1047
2026/02/22	1037
2026/02/23	1013
2026/02/24	1076
2026/02/25	1101
2026/02/26	1032
2026/02/27	1062
2026/02/28	1048

Advertisers fluctuated in February, peaking at 1,193 on the 1st, then declining to 983 by the 20th, before stabilizing around 1,048.

Campaign Efficiency

Market Loss & Market Gains for AUS Travel Activities

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

Market Loss & Market Gains - Last month
Name	Market Trend
viator.com	1.22%
headout.com	1.21%
thrillark.com	0.79%
groupon.com.au	0.78%
getyourguide.com	0.64%
experienceoz.com.au	-0.25%
tripadvisor.com	-0.33%
tripadvisor.com.au	-0.35%
agoda.com	-0.58%
klook.com	-1.37%

Viator.com and Headout.com lead with click share gains of 1.22 and 1.21, respectively. Klook.com faces the largest decline at -1.37.

Campaign Efficiency

AUS Travel Activities 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	getyourguide.com	viator.com	klook.com	tripadvisor.com	headout.com	groupon.com.au	tiqets.com	agoda.com	cooldestinations.com	redballoon.com.au
2026/02/01	19.53%	19.7%	13.19%	12.1%	4.25%	4.62%	2.09%	3.53%	1.72%	1.34%
2026/02/02	19.27%	18.58%	11.27%	9.81%	3.86%	5.06%	1.71%	3.36%	1.37%	1.39%
2026/02/03	19.5%	19.16%	11.96%	11.33%	4.4%	3.92%	2.94%	2.36%	1.08%	1.15%
2026/02/04	21%	18.34%	17.82%	10.09%	3.01%	2.84%	1.12%	4.33%	0.94%	0.93%
2026/02/05	22.5%	19.25%	16.73%	9.62%	1.94%	3.3%	1.5%	3.61%	1.21%	0.92%
2026/02/06	21.94%	18.99%	16.6%	11.7%	2.45%	3.81%	1.84%	3.23%	1.02%	0.73%
2026/02/07	21.15%	19.7%	13.55%	11.48%	2.08%	4.81%	2.1%	4.71%	1.15%	1.03%
2026/02/08	21.6%	19.3%	10.93%	13.04%	3.22%	5.64%	2.12%	4%	1.29%	1.42%
2026/02/09	21.18%	18.68%	12.41%	12.83%	3.06%	5.3%	2.34%	4.03%	1.19%	1.05%
2026/02/10	21.65%	19.24%	12.82%	12.05%	3.62%	5.86%	1.24%	5.02%	1.34%	0.74%
2026/02/11	21.15%	18.52%	12.31%	11.87%	3.55%	4.79%	2.16%	5.88%	1.27%	1.11%
2026/02/12	20.33%	18.74%	11.49%	12.3%	3.34%	5.53%	2.02%	6.13%	1.07%	0.64%
2026/02/13	21.94%	18.99%	16.6%	11.7%	2.45%	3.81%	1.84%	3.23%	1.02%	0.73%
2026/02/14	21.15%	19.7%	13.55%	11.48%	2.08%	4.81%	2.1%	4.71%	1.15%	1.03%
2026/02/15	21.6%	19.3%	10.93%	13.04%	3.22%	5.64%	2.12%	4%	1.29%	1.42%
2026/02/16	21.18%	18.68%	12.41%	12.83%	3.06%	5.3%	2.34%	4.03%	1.19%	1.05%
2026/02/17	23.35%	21.09%	11.84%	11.13%	5.7%	5.27%	1.28%	4.17%	1.25%	0.95%
2026/02/18	24.11%	22.03%	12.46%	12.16%	4.95%	5.03%	1.12%	3.57%	1.35%	0.82%
2026/02/19	18.74%	18.48%	13.39%	13.08%	4.26%	6.66%	1.63%	3.83%	2.31%	0.86%
2026/02/20	19.71%	18.28%	10.88%	11.58%	4.44%	5.09%	2.25%	3.38%	1.63%	1.69%
2026/02/21	20.47%	19.09%	12.46%	13.33%	5.71%	5.91%	2.13%	2.73%	2.02%	1.28%
2026/02/22	20.53%	19.38%	12.69%	14.22%	4.95%	5.31%	2%	3.59%	1.78%	0.93%
2026/02/23	19.82%	19.11%	13.34%	12.2%	4.07%	6.27%	2.94%	3.75%	1.86%	1.26%
2026/02/24	19.99%	20.68%	14.28%	9.93%	3.71%	5.34%	1.64%	4.26%	2.32%	0.98%
2026/02/25	21.37%	21.53%	13.46%	8.25%	4.07%	5.87%	2.1%	3.32%	2.35%	0.98%
2026/02/26	21.57%	20.71%	11.48%	9.62%	3.61%	5.65%	3.02%	4.31%	1.8%	1%
2026/02/27	21.56%	20.66%	13.48%	9.51%	3.67%	5.78%	2.65%	2.63%	1.7%	1.41%
2026/02/28	21.44%	20%	13.33%	8.86%	5.32%	4.97%	3.38%	2.83%	1.71%	1.48%

getyourguide.com
viator.com
klook.com
tripadvisor.com
headout.com
groupon.com.au
tiqets.com
agoda.com
cooldestinations.com
redballoon.com.au

In February 2026, GetYourGuide led with a steady impression share, peaking mid-month. Viator followed closely, showing a similar trend. Klook and Tripadvisor experienced fluctuations, while Headout and Groupon saw moderate gains. The month concluded with GetYourGuide maintaining dominance.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS 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.

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

1
Royal Caribbean Cruise 75% Off - Early-Bird & Last-Minute Deals https://deals.cruiselines.com
Royal Caribbean cruises on sale now. Save up to 75% or more. Best price guarantee!
2
Things to See in Canberra https://culturalattractionsofaustralia.com › canberra › experiences
Cultural Tourist Attractions — Discover premium ways to experience Canberra's cultural tourist attractions. Australian Parliament...
3
Must do in Melbourne - Top 10 Things to Do in 2026 https://www.getyourguide.com › melbourne › activities
Find the top-rated and best-reviewed tours and activities in Melbourne for 2026.
4
Melbourne Top 10 Things to Do - Must-Do Activities of 2026 https://www.viator.com › things-to-do › melbourne
Book unforgettable tours and activities in Melbourne. Free cancellation available.
5
Melbourne. Every Bit Different | Top Things To Do In Melbourne https://www.visitmelbourne.com
Check Out The Top Attractions To See And Do In Melbourne And Victoria. We've Put Together A Handy List Of Victoria's Top Attractions For You To Experience.

In the competitive world of travel PPC, Royal Caribbean’s enticing 75% off cruise deals captivate with urgency and value. Meanwhile, Melbourne’s allure shines through diverse offerings from GetYourGuide, Viator, and Visit Melbourne, each promising unique experiences and flexibility. Canberra’s cultural depth is highlighted by Cultural Attractions of Australia, inviting exploration.

Frequently Asked Questions

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

Why is the AUS 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 AUS 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 AUS 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 AUS Travel Activities February 2026 Report?

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

The AUS 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.

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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.

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AUS Travel Activities - PPC Market Share Analysis February 2026