Travel PPC market share: How brands are winning seasonal search battles

As summer 2025 kicks off, global travel intent reaches its annual peak as holiday-hungry consumers hunt for the best deals on hotels, vacation rentals and package trips. Meanwhile, Down Under, Australians are swapping their swimsuits for ski gear and cozy city breaks as winter sets in. With search volumes spiking, and every click more fiercely contested, your ability to win or defend paid search share can directly translate into revenue gains (or losses). 

Adthena’s PPC Market Share Analysis reports provide you with an instant view of performance insights across hundreds of sub-industries. Not only that, with our GenAI Analyst, Ask Arlo providing commentary on key findings, analyzing search data has never been easier. These reports are automatically updated every single month, giving you a clear, data-backed summary of who’s leading the market and where the biggest opportunities are.

Leveraging Adthena’s Whole Market View™ technology, these reports provide a snapshot of search performance within your sub-industry.

In this blog, we dive into key PPC market-share trends across the US, UK, and AUS markets and explore how travel brands can adapt their campaigns for maximum impact.

Summer escapes are in full swing, and travelers are racing to lock in the best deals. As Americans scour the web for the perfect poolside suite, beachfront bungalow, or urban loft, the PPC competition in the US travel market is heating up as brands compete for top visibility.

• Hotels.com took the lead, capturing 22.8% of all paid‐search clicks using its “Here Since 1991” credibility alongside a clear savings promise: “Compare Options & You Can Save.”

• Expedia.com followed close behind at 20.7%, soothing planners with fully refundable bookings and a reassuring “Find & Compare Deals and You Can Save Big” pitch that put vacation jitters at bay.

• Booking.com held its ground with 18.1% of clicks, inviting searchers to “Choose From a Wide Range of Properties” a simple promise of endless options from budget stays to luxury escapes.

In the heated scramble for UK summer getaways, the real action wasn’t just at the top of the leaderboard, it was in the breakout performances and surprising stumbles further down the pack.

As winter settles over Australia, travellers trade beach towels for ski passes and city escapes, and paid search trends shift with the season.

• Webjet.com.au claimed the biggest slice of clicks at 17.6%, tempting Aussies with its “Cheap Webjet Flights” bundles and pay-later flexibility, perfect for booking that ski holiday in the Snowy Mountains or a city break in Melbourne.

• Booking.com followed at 16%, its promise of “a wide range of properties” resonating equally with those hunting snow-front lodges and warm escapes in tropical Queensland. 

• FlightCentre.com.au took third with 14.1%, its expert-guided trip planning clearly appealing to families and groups seeking hassle-free winter getaways.

With Adthena’s PPC Market Share Reports and the power of our industry-leading data, you can stay on top of the competition, spot new opportunities, and optimize your PPC campaigns with confidence. 

For even more granular data, Adthena’s subscription offers daily updates and a full competitive landscape, empowering you to refine your strategy and stay ahead at all times.

Want to see how your brand stacks up? Explore the PPC Market Share Analysis Reports.