AUS Travel Travel Services - PPC Market Share Analysis January 2026

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

Google AI Overview visibility for Travel Travel Services 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	16.2773659109
	83.7226340891

16%

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	64
	36

64%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	7%
Transactional	17%
Navigational	4%
Seasonal	5%
Local	0%
Problem Solving	19%

Market Exposure

Share of Clicks for top 10 AUS Travel Travel Services 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
webjet.com.au	17.39
flightcentre.com.au	16.72
booking.com	14.53
expedia.com.au	4.01
royalcaribbean.com	3.44
agoda.com	3.4
kayak.com.au	2.48
tripadvisor.com.au	2.33
trip.com	2.27
klook.com	2.14
others	31.29

webjet.com.au - 17.39%
flightcentre.com.au - 16.72%
booking.com - 14.53%
expedia.com.au - 4.01%
royalcaribbean.com - 3.44%
agoda.com - 3.4%
kayak.com.au - 2.48%
tripadvisor.com.au - 2.33%
trip.com - 2.27%
klook.com - 2.14%
others - 31.29%

In the travel services PPC landscape, Webjet leads with 17.39% click share, closely followed by Flight Centre at 16.72%. Booking.com holds 14.53%, while ‘others’ collectively capture 31.29%.

Market Exposure

Share of Spend for the top 10 AUS Travel Travel Services 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	covermore.com.au	booking.com	flightcentre.com.au	ivisa.com	royalcaribbean.com	skyscanner.com.au	qantas.com	luxuryescapes.com	allianz.com.au	trip.com
2026/01/01	5.35%	6.93%	3.74%	2.91%	2.7%	3.28%	1.92%	3.38%	3.8%	6.12%
2026/01/02	5.63%	7.3%	3.75%	2.35%	3.9%	3.97%	3.02%	4.68%	3.46%	3.55%
2026/01/03	5%	6.34%	4.08%	2.85%	5.28%	3.62%	2.61%	7.76%	2.83%	4.63%
2026/01/04	5.58%	7.87%	5.62%	2.77%	5.67%	3%	3%	4.34%	2.47%	3.47%
2026/01/05	5.21%	7.74%	5.15%	3.39%	5.29%	2.86%	3.67%	3.63%	1.84%	7.07%
2026/01/06	5.14%	7.17%	3.52%	2.87%	5.4%	2.87%	4.41%	3.82%	2.84%	3.88%
2026/01/07	3.81%	7.12%	4.24%	3.59%	2.32%	3.54%	3.49%	5.9%	3.69%	3.56%
2026/01/08	4.02%	7.97%	4.42%	2.66%	5.68%	3.43%	1.83%	4.87%	2.2%	5.98%
2026/01/09	4.15%	7.86%	2.69%	2.14%	7.12%	3.07%	2.18%	5.56%	2.66%	5.81%
2026/01/10	5.14%	6.77%	5.19%	3.32%	5.79%	6.79%	4.29%	4.38%	2.6%	2.76%
2026/01/11	4.39%	7.52%	4.45%	3.28%	6.53%	1.12%	2.44%	4.32%	2.1%	3.62%
2026/01/12	4.35%	6.5%	4.26%	3.75%	5.51%	4.42%	3.59%	4.32%	2.67%	4.55%
2026/01/13	3.78%	6.97%	4.69%	3.43%	4.77%	2.99%	3.33%	4.27%	2.35%	4.48%
2026/01/14	3.83%	6.83%	4.57%	3.49%	5.92%	5.26%	2.36%	4.72%	2.12%	2.67%
2026/01/15	4.66%	7.57%	4.1%	2.75%	6.2%	3.58%	2.7%	3.82%	2.25%	3.32%
2026/01/16	4.13%	7.84%	2.69%	2.13%	7.08%	3.06%	2.17%	5.54%	2.65%	5.8%
2026/01/17	5.73%	7.85%	4.7%	2.59%	4.01%	4.85%	3.02%	4.13%	2.93%	3.06%
2026/01/18	4.06%	8.05%	3.88%	3.17%	4.05%	2.73%	2.58%	5.11%	2.3%	4.38%
2026/01/19	4.68%	7.61%	4.97%	3.3%	5.13%	2.98%	2.97%	4.04%	1.4%	3.2%
2026/01/20	6.06%	7.37%	4.16%	2.24%	5.39%	1.76%	3.28%	4.78%	3.14%	3.51%
2026/01/21	6.56%	6.52%	3.98%	2.62%	5.12%	0.48%	3.6%	3.72%	2.33%	2.77%
2026/01/22	6.67%	6.09%	4.62%	2.85%	4.77%	0.93%	7.61%	3.89%	2.57%	2.94%
2026/01/23	6.15%	6.11%	4.61%	2.78%	5.63%	4.5%	3.91%	3.68%	2.32%	2.73%
2026/01/24	5.2%	6.3%	4.47%	3.01%	4.17%	5.35%	4.48%	6.61%	2.31%	2.32%
2026/01/25	5.03%	6.53%	4.61%	3.21%	4.44%	5.31%	6.39%	4.75%	2.04%	4.32%
2026/01/26	5.96%	8.48%	2.24%	3.53%	5.69%	1.7%	4.93%	3.12%	2.76%	2.18%
2026/01/27	7.18%	7.15%	3.48%	3.41%	5.43%	0.9%	5.34%	2.66%	1.91%	2.39%
2026/01/28	7.14%	7.68%	4.16%	4.03%	5.79%	2.15%	3.01%	2.54%	2.28%	2.42%
2026/01/29	7.81%	7.49%	4.48%	3.55%	5.92%	2.01%	3.14%	2.63%	2.71%	2.3%
2026/01/30	7.45%	7.59%	4.92%	3.12%	5.55%	3.39%	3.14%	2.95%	2.8%	1.92%
2026/01/31	7.03%	6.5%	5.53%	5.11%	5.04%	3.61%	3.23%	3.14%	2.44%	2.43%

covermore.com.au
booking.com
flightcentre.com.au
ivisa.com
royalcaribbean.com
skyscanner.com.au
qantas.com
luxuryescapes.com
allianz.com.au
trip.com

In January 2026, Covermore’s PPC spend share fluctuated, peaking at 7.81% on the 29th. Booking.com maintained a strong presence, with a high of 8.48% on the 26th. Flight Centre saw a steady rise, ending at 5.53%. Ivisa’s share increased towards the month’s end, reaching 5.11%. Royal Caribbean experienced consistent growth, peaking at 7.12% on the 9th. Skyscanner’s share was volatile, with a notable dip mid-month. Qantas saw a significant spike on the 22nd, reaching 7.61%. Luxury Escapes had a strong start, peaking at 7.76% on the 3rd. Allianz’s share remained relatively stable, while Trip.com experienced fluctuations, ending at 2.43%.

Market Exposure

Competitor Count for AUS Travel Travel Services

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
2026/01/01	415
2026/01/02	410
2026/01/03	413
2026/01/04	423
2026/01/05	426
2026/01/06	425
2026/01/07	419
2026/01/08	426
2026/01/09	418
2026/01/10	428
2026/01/11	419
2026/01/12	417
2026/01/13	420
2026/01/14	409
2026/01/15	421
2026/01/16	418
2026/01/17	429
2026/01/18	430
2026/01/19	437
2026/01/20	435
2026/01/21	432
2026/01/22	424
2026/01/23	410
2026/01/24	418
2026/01/25	416
2026/01/26	439
2026/01/27	446
2026/01/28	431
2026/01/29	414
2026/01/30	416
2026/01/31	420

January saw a dynamic shift in distinct advertisers, starting at 415 and peaking at 446 on the 27th. The month concluded with a stable 420, reflecting a vibrant advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for AUS Travel Travel Services

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
carnival.com.au	3.01%
flightcentre.com.au	1.08%
smartraveller.gov.au	0.86%
qantas.com	0.41%
airnewzealand.com.au	0.27%
luxuryescapes.com	-0.2%
finder.com.au	-0.21%
groupon.com.au	-0.25%
cheapflights.com.au	-0.3%
webjet.com.au	-5.4%

Flightcentre.com.au and carnival.com.au soared with click share increases of 1.08% and 3.01%, respectively. Meanwhile, webjet.com.au faced a decline of 5.4%.

Campaign Efficiency

AUS Travel Travel Services 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	flightcentre.com.au	booking.com	skyscanner.com.au	airbnb.com.au	luxuryescapes.com	expedia.com.au	royalcaribbean.com	trip.com	webjet.com.au	cheapflights.com.au
2026/01/01	7.25%	9.11%	5.88%	2.33%	3.8%	2.34%	1.1%	6.6%	12.07%	3.5%
2026/01/02	7.15%	9.56%	5.77%	3.35%	5.67%	3.25%	2.08%	3.76%	10.68%	1.85%
2026/01/03	8.76%	8.71%	6.2%	3.16%	7.74%	2.85%	2.84%	5.17%	10.72%	2.25%
2026/01/04	11.62%	10.84%	3.96%	1.94%	5.11%	2.71%	3.29%	5.07%	10.72%	2.6%
2026/01/05	10.46%	10.65%	3.65%	1.7%	4.36%	2.39%	3.26%	8%	11.1%	2.84%
2026/01/06	7.41%	9.75%	4.5%	2.1%	4.88%	2.86%	3.66%	3.91%	12.26%	3.08%
2026/01/07	8.39%	10%	6.2%	1.05%	6.68%	2.09%	1.05%	4.27%	10.97%	1.04%
2026/01/08	9.28%	10.52%	5.01%	3.13%	5.89%	2.72%	3.17%	6.38%	11.07%	4.86%
2026/01/09	5.22%	10.74%	4.34%	3.46%	6%	2.82%	4.32%	6.54%	11.51%	2.79%
2026/01/10	11.43%	8.45%	10.97%	3.58%	5.22%	2.94%	3.57%	2.57%	10.18%	1.9%
2026/01/11	9.24%	10.06%	2.06%	3.09%	5.67%	3.03%	3.89%	2.81%	11.39%	0.81%
2026/01/12	9.54%	9.58%	8.14%	1.24%	5.6%	3.27%	3.33%	4.46%	6.17%	3.4%
2026/01/13	10.77%	10.9%	4.77%	4.19%	5.77%	2.67%	3.02%	4.08%	5.94%	4.76%
2026/01/14	10.09%	8.91%	8.48%	4.35%	5.5%	2.8%	3.75%	2.29%	9.45%	6.26%
2026/01/15	8.31%	10.64%	5.11%	4.26%	4.98%	3.31%	4.11%	3.15%	8.11%	6.42%
2026/01/16	5.22%	10.73%	4.34%	3.48%	5.99%	2.83%	4.32%	6.54%	11.5%	2.78%
2026/01/17	9.95%	10.1%	7.79%	4.29%	4.87%	2.96%	2.09%	3.19%	9.7%	2.37%
2026/01/18	8.62%	10.1%	4.21%	6.07%	6.42%	1.9%	1.94%	3.78%	12.37%	3.73%
2026/01/19	11.17%	10.27%	4.35%	4.55%	5.09%	3.1%	2.56%	3.38%	9.87%	0.8%
2026/01/20	9.17%	10.7%	2.47%	5.36%	6.37%	2.49%	2.69%	3.95%	11.96%	1.8%
2026/01/21	8.69%	10.15%	0.79%	4.81%	4.48%	3.79%	2.7%	2.75%	13.05%	0.32%
2026/01/22	10.95%	8.74%	1.91%	5.22%	4.91%	2.1%	2.84%	2.42%	12.64%	0.54%
2026/01/23	10.24%	8.27%	7.82%	1.58%	4.77%	2.74%	2.87%	1.63%	13%	0.89%
2026/01/24	9.67%	8.29%	9.71%	4.45%	6.22%	2.44%	2.11%	1.94%	11.73%	1.88%
2026/01/25	10.27%	9.18%	9.19%	5.34%	5.62%	2.57%	2.28%	3.83%	6.83%	0.42%
2026/01/26	5.85%	13.48%	2.86%	4.27%	4.77%	2.7%	3.5%	1.52%	1.68%	0.67%
2026/01/27	9.99%	11.46%	1.99%	5.33%	3.94%	3.95%	3.23%	2.12%	2.01%	0.56%
2026/01/28	11.33%	11.48%	4.75%	4.41%	3.44%	2.91%	3.41%	1.66%	1.78%	0.96%
2026/01/29	12.36%	11.04%	4.81%	2.54%	4.24%	3.15%	3.67%	1.58%	1.97%	0.55%
2026/01/30	12.7%	11.22%	6.11%	4.26%	3.97%	2.38%	3.07%	1.36%	1.71%	0.36%
2026/01/31	14.48%	9.92%	7.59%	5.11%	4.24%	3.69%	2.92%	2.42%	1.58%	0.66%

flightcentre.com.au
booking.com
skyscanner.com.au
airbnb.com.au
luxuryescapes.com
expedia.com.au
royalcaribbean.com
trip.com
webjet.com.au
cheapflights.com.au

Flightcentre.com.au saw a rollercoaster month, peaking at 14.48% on January 31. Booking.com maintained steady performance, while Skyscanner.com.au fluctuated, ending at 7.59%. Webjet.com.au’s dominance waned, closing at 1.58%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Travel Travel Services

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 Travel Services - Last month

1
Booking.com | Official Site https://www.booking.com
Choose From a Wide Range of Properties Which Booking.com Offers. Search Now! Find What You...
2
Flight Centre | Book Flights Online Now https://www.flightcentre.com.au › online › enquire-or-book
Search a Wide Range of Deals for Flights, Holidays, Cruise, Tour & More Now.
3
Find the Cheapest Flight - Find & Compare Flights https://www.skyscanner.com.au
Compare millions of prices to find cheap flights in seconds.
4
Cheap Hotels & Accommodation Reservations | Trip.com Australia https://au.trip.com
Compare over 1.5 million hotels and accommodations on Trip.com. Enjoy exclusive deals, free cancellation options and verified guest reviews.
5
Webjet Australia | Book Cheap Flights Today https://www.webjet.com.au
Book Your Multi City Trip with Webjet Now & Pay Later With Flexible Payment Options. Choose Multiple Destinations & Book Your Dream Holiday. Get the Best Deals with Webjet. Afterpay Available.

In the competitive travel services industry, Booking.com entices with a vast property range, while Flight Centre offers diverse travel deals. Skyscanner focuses on price comparison for flights, Trip.com highlights hotel variety and guest reviews, and Webjet promotes flexible payment options for multi-city trips.

Frequently Asked Questions

Why is the AUS Travel Travel Services January 2026 Report useful and how should I use it?

Why is the AUS Travel Travel Services January 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 Travel Services January 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 Travel Services January 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 Travel Services January 2026 Report?

The AUS Travel Travel Services January 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.

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Does this include mobile, desktop and Google Shopping data?

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

The AUS Travel Travel Services January 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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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 Travel Services - PPC Market Share Analysis January 2026