AUS Travel Holiday Type - PPC Market Share Analysis May 2026

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

Holiday Type – AUS

Google AI Overview visibility for Travel Holiday Type AUS

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

AIO Frequency

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

Frequency Percentage
Frequency 20.9574857676
79.0425142324
20%

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 27
73
27%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 11%
Transactional 19%
Navigational 0%
Seasonal 8%
Local 1%
Problem Solving 0%

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Market Exposure

Share of Clicks for top 10 AUS Travel Holiday Type brands

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

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
luxuryescapes.com 15.81
myfiji.com 13.77
royalcaribbean.com 8.03
vacationstogo.com 5.66
carnival.com.au 3.37
jetstar.com 3.18
cruiseguru.com.au 3.13
travelonline.com 3.05
lastminute.com.au 2.91
flightcentre.com.au 2.76
others 38.33
  • luxuryescapes.com - 15.81%
  • myfiji.com - 13.77%
  • royalcaribbean.com - 8.03%
  • vacationstogo.com - 5.66%
  • carnival.com.au - 3.37%
  • jetstar.com - 3.18%
  • cruiseguru.com.au - 3.13%
  • travelonline.com - 3.05%
  • lastminute.com.au - 2.91%
  • flightcentre.com.au - 2.76%
  • others - 38.33%

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Luxuryescapes.com leads with 15.81% click share, followed by myfiji.com at 13.77%. Others dominate with 38.33%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Travel Holiday Type 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date luxuryescapes.com myfiji.com royalcaribbean.com travelonline.com holidaymax.com silversea.com vacationstogo.com cruiseguru.com.au carnival.com.au jetstar.com
2026/05/01 14.6% 9.13% 8.01% 0.3% 3.15% 6.79% 2.84% 1.76% 2.86% 1.16%
2026/05/02 10.93% 14.08% 7.18% 0.88% 3.39% 3.69% 2.58% 1.25% 2.1% 0.86%
2026/05/03 13.07% 11.44% 7.64% 0.89% 4.33% 4.04% 2.81% 3.42% 2.22% 1.34%
2026/05/04 12.98% 11.7% 7.38% 1.15% 3.43% 3.73% 2.89% 1.64% 1.82% 2.29%
2026/05/05 13.74% 12.09% 4.84% 1% 4.02% 2.81% 4.43% 2.53% 2.78% 3.68%
2026/05/06 14.78% 12.42% 7.28% 1.68% 3.3% 2.05% 2.38% 2.86% 2.54% 4.32%
2026/05/07 14.54% 13.27% 5.51% 2.04% 3.32% 3.22% 3.05% 2.9% 4.08% 5.02%
2026/05/08 14.58% 12.6% 6.14% 3.02% 2.93% 2.94% 3.23% 2.32% 3.01% 2.82%
2026/05/09 14.57% 12.26% 7.73% 1.68% 2.87% 1.48% 3.83% 3.65% 2.67% 3.72%
2026/05/10 18.77% 13.12% 7.03% 0.9% 3.27% 1.24% 3.8% 2.9% 2.56% 3.91%
2026/05/11 17.61% 12.84% 6.62% 2.21% 3.45% 1.31% 2.27% 2.25% 2.2% 4.87%
2026/05/12 14.78% 13.34% 6.73% 1.38% 4.05% 1.67% 2.03% 2.89% 2.92% 3.74%
2026/05/13 14.35% 14.35% 7.17% 2.56% 4.02% 2.92% 2.08% 3.4% 2.88% 2.53%
2026/05/14 14.22% 13.02% 6.24% 2.87% 2.89% 2.88% 2.97% 1.37% 2.79% 2.58%
2026/05/15 18.1% 11.81% 5.55% 3.2% 3.5% 1.4% 1.32% 3.76% 2.29% 1.28%
2026/05/16 17.95% 12.26% 5.46% 1.63% 4.07% 1.24% 3.75% 3.21% 3.31% 2.23%
2026/05/17 18.99% 11.32% 7.22% 2.36% 3.88% 1.22% 3.38% 1.73% 2.12% 2.2%
2026/05/18 18.05% 11.43% 6.26% 3.63% 4.05% 2.43% 2.61% 1.86% 2.2% 3.08%
2026/05/19 18.09% 10.42% 7.65% 2.63% 5.71% 3.36% 2.3% 2.69% 3.6% 1.43%
2026/05/20 19% 11.96% 8.04% 2.96% 4.98% 2.24% 2.3% 1.58% 2.92% 1.87%
2026/05/21 20.69% 12.8% 5.38% 2.73% 4.31% 3.61% 3.25% 3.41% 1.92% 2.47%
2026/05/22 18.09% 9.45% 7.67% 2.68% 3.66% 1.71% 3.2% 4.09% 2.95% 2.61%
2026/05/23 21.46% 11.71% 6.78% 3.36% 3.88% 2.36% 3.34% 3.49% 1.85% 2.25%
2026/05/24 19.6% 11.77% 7.01% 2.2% 4.36% 2.67% 3.67% 3.21% 1.75% 2.48%
2026/05/25 17.63% 11.03% 6.62% 4.43% 4.64% 2.25% 3.46% 3.43% 1.69% 2.47%
2026/05/26 18.06% 8.52% 4.63% 4.02% 3.77% 2.59% 3.47% 5.73% 2.25% 1.95%
2026/05/27 17.93% 10.46% 6.4% 6.03% 3.87% 2.61% 3.35% 2.98% 1.84% 1.91%
2026/05/28 20.48% 12.02% 5.39% 3.86% 4.42% 3.11% 3.5% 3.13% 3.01% 1.87%
2026/05/29 21.78% 12.25% 7.35% 4.65% 4.57% 3.4% 2.78% 3.83% 1.65% 1.54%
2026/05/30 21.96% 10.03% 6.55% 6.52% 4.01% 2.83% 3.36% 3.96% 2.15% 1.84%
2026/05/31 21% 10.73% 6.63% 5.63% 4.47% 3.12% 3.03% 2.77% 1.92% 1.02%
  • luxuryescapes.com
  • myfiji.com
  • royalcaribbean.com
  • travelonline.com
  • holidaymax.com
  • silversea.com
  • vacationstogo.com
  • cruiseguru.com.au
  • carnival.com.au
  • jetstar.com

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Luxuryescapes.com dominated May, peaking at 21.96% on the 30th. Myfiji.com fluctuated, ending at 10.73%. Royalcaribbean.com remained steady, while travelonline.com surged to 6.52%.

Market Exposure

Competitor Count for AUS Travel Holiday Type

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/05/01 267
2026/05/02 250
2026/05/03 248
2026/05/04 253
2026/05/05 258
2026/05/06 261
2026/05/07 253
2026/05/08 265
2026/05/09 253
2026/05/10 257
2026/05/11 260
2026/05/12 249
2026/05/13 250
2026/05/14 257
2026/05/15 252
2026/05/16 246
2026/05/17 255
2026/05/18 245
2026/05/19 240
2026/05/20 256
2026/05/21 261
2026/05/22 258
2026/05/23 268
2026/05/24 264
2026/05/25 280
2026/05/26 323
2026/05/27 313
2026/05/28 313
2026/05/29 306
2026/05/30 311
2026/05/31 321

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May began with 267 advertisers, fluctuating slightly mid-month. A significant surge occurred from May 25, peaking at 323 on May 26. The month concluded with 321 advertisers, indicating strong growth.

Campaign Efficiency

Market Loss & Market Gains for AUS Travel Holiday Type

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

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
luxuryescapes.com 3.87%
travelonline.com 2.41%
cruiseguru.com.au 0.81%
flightcentre.com.au 0.67%
cruiseaway.com.au 0.6%
carnival.com.au -0.74%
avgtravels.com -0.86%
wotif.com -0.88%
jetstar.com -1.57%
myfiji.com -1.93%

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Luxuryescapes.com soared with a 3.87% increase, while myfiji.com plummeted by 1.93%.

Campaign Efficiency

AUS Travel Holiday Type Share of Impressions

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

Date luxuryescapes.com myfiji.com travelonline.com vacationstogo.com royalcaribbean.com holidaymax.com flightcentre.com.au carnival.com.au cruiseguru.com.au jetstar.com
2026/05/01 15.41% 10.45% 0.36% 4.98% 3.83% 2.92% 1.5% 3.98% 1.9% 1.12%
2026/05/02 10.96% 14.21% 1.1% 4.58% 4.49% 2.84% 2.65% 3.33% 0.99% 0.92%
2026/05/03 14.35% 12.42% 1.01% 4.81% 4.77% 3.61% 0.66% 3.61% 2.91% 1.48%
2026/05/04 13.4% 11.8% 1.36% 4.84% 4.45% 2.8% 1.52% 2.66% 1.29% 2.55%
2026/05/05 14.19% 12.34% 1.05% 7.01% 2.68% 3.54% 1.87% 4.33% 2.02% 4.08%
2026/05/06 14.82% 12.44% 1.85% 3.93% 4.43% 2.88% 2.21% 3.44% 2.26% 4.66%
2026/05/07 14.83% 13.17% 2.03% 4.86% 3.16% 2.49% 2.87% 6% 2.23% 5.28%
2026/05/08 14.44% 12.35% 2.8% 5.3% 3.55% 2.6% 2.66% 4.2% 1.86% 2.8%
2026/05/09 14.6% 12.3% 1.49% 6.05% 4.8% 2.29% 2.1% 4.19% 3.59% 4.15%
2026/05/10 18.66% 12.72% 0.84% 5.91% 3.89% 2.93% 1.4% 4.45% 2.52% 4.2%
2026/05/11 18.11% 12.84% 2.32% 3.53% 3.89% 3.02% 1.06% 3.3% 1.85% 5.41%
2026/05/12 15.18% 12.92% 1.51% 3.61% 4.11% 3.57% 1.98% 4.17% 2.68% 4.32%
2026/05/13 15.18% 15.17% 2.92% 3.89% 4.36% 3.21% 0.98% 3.81% 2.51% 2.83%
2026/05/14 13.94% 12.91% 3.05% 4.65% 3.63% 2.34% 2.37% 4.05% 1.07% 2.86%
2026/05/15 18.37% 11.52% 3.47% 2.38% 3.38% 3.15% 3% 3.25% 2.82% 1.41%
2026/05/16 18.11% 12.26% 1.91% 5.61% 3.05% 3.47% 3.07% 4.66% 2.47% 2.45%
2026/05/17 18.84% 11.42% 2.14% 5.5% 4.09% 3.37% 3.29% 3.02% 1.74% 2.37%
2026/05/18 17.99% 11.64% 4.05% 4.33% 3.49% 3.39% 3.89% 3.16% 1.56% 3.24%
2026/05/19 18.98% 11.01% 2.59% 3.81% 4.51% 4.66% 1.36% 5.46% 2.05% 1.57%
2026/05/20 20.35% 12.32% 2.99% 4.01% 4.88% 4.16% 2.35% 4.35% 1.33% 2.01%
2026/05/21 21.1% 12.61% 2.93% 4.98% 3.18% 3.42% 3.44% 2.56% 3.07% 2.6%
2026/05/22 18.94% 9.21% 2.92% 4.88% 4.43% 3.06% 3.73% 4.47% 3.88% 2.73%
2026/05/23 21.76% 11.07% 3.04% 5.08% 4.09% 3.25% 3.3% 2.58% 3.28% 2.33%
2026/05/24 20.2% 11.55% 2.17% 6.02% 4.2% 3.6% 1.54% 2.71% 3.13% 2.72%
2026/05/25 18.37% 10.69% 4.48% 5.04% 4.16% 3.96% 3.4% 2.49% 2.89% 2.44%
2026/05/26 17.09% 7.46% 3.8% 4.71% 2.35% 2.98% 3.52% 2.48% 5.13% 1.76%
2026/05/27 17.74% 9.84% 6.23% 4.96% 3.79% 2.91% 3.3% 2.54% 2.71% 1.92%
2026/05/28 20.57% 11.59% 4% 5.46% 3.4% 3.74% 2.33% 3.67% 2.74% 1.87%
2026/05/29 23.51% 11.78% 4.79% 4.44% 4.4% 3.85% 1.79% 2.19% 3.43% 1.53%
2026/05/30 23.47% 10% 6.63% 5.31% 4.09% 3.28% 0.96% 3% 3.72% 1.9%
2026/05/31 22.71% 10.42% 6.06% 4.67% 3.96% 3.52% 2.84% 2.47% 2.45% 1.02%
  • luxuryescapes.com
  • myfiji.com
  • travelonline.com
  • vacationstogo.com
  • royalcaribbean.com
  • holidaymax.com
  • flightcentre.com.au
  • carnival.com.au
  • cruiseguru.com.au
  • jetstar.com

Copyright © Adthena. All rights reserved.

In May 2026, luxuryescapes.com led with a steady rise, peaking at 23.51% on May 29. Myfiji.com fluctuated, ending at 10.42%. Travelonline.com saw growth, closing at 6.06%. Overall, luxuryescapes.com dominated.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Travel Holiday Type

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

Google Text Ad Copy Insights & Creative Trends for AUS Travel Holiday Type - Last month
  1. 1
    Last Minute Cruise Deals from Sydney, Melbourne & Brisbane https://www.cruiseguru.com.au

    Discover flexible last minute cruises with great cruise deals and reliable booking policies, including cancellation terms. Choose your adventure today.

  2. 2
    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! Save up to 75% on Royal Caribbean cruises worldwide.

  3. 3
    Fiji All Inclusive - Save Up To 70% Off - Limited Time Offer Only https://www.luxuryescapes.com › fiji

    Lowest Prices Guaranteed + Spoil Yourself with Luxurious Bonus Extras and VIP Inclusions. Dream Fiji escape starts here. Enjoy the Luxury travel with unbeatable value. Save up to 70%.

  4. 4
    Cruises Departing From | Sydney https://www.ozcruising.com.au

    Your dream cruise departing from Sydney is just a click away. Book Direct Online and Save. View Details. Read News. Sign Up Online.

  5. 5
    Fiji All Inclusive Packages - Up To 50% Off Holiday Packages https://www.travelonline.com › fiji › holidays

    Take the Hassle Out of Holiday Planning. Book Flights, Transfers, & More in One...

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CruiseGuru entices with flexible last-minute deals, while CruiseLines offers a staggering 75% off Royal Caribbean cruises. LuxuryEscapes and TravelOnline compete with Fiji’s all-inclusive packages, boasting savings of up to 70% and 50% respectively. OzCruising highlights Sydney departures, emphasizing direct online booking.

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