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AUS Travel Accommodation - PPC Market Share Analysis May 2025

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

Market Exposure

Share of Clicks for top 10 AUS Travel Accommodation 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
Domain Share of clicks
booking.com 36.06
wotif.com 10.9
trivago.com.au 9.41
airbnb.com.au 9.37
hotels.com 8.57
expedia.com.au 5.26
stayz.com.au 4.72
rydges.com 1.35
luxuryescapes.com 1.21
tripadvisor.com.au 0.9
others 12.25

Copyright © Adthena. All rights reserved.

Booking.com dominates with 36.06% click share, followed by Wotif at 10.9%. Trivago and Airbnb are close, while ‘others’ collectively hold 12.25%.

Market Exposure

Share of Spend for the top 10 AUS Travel Accommodation 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
Date booking.com hotels.com trivago.com.au wotif.com airbnb.com.au expedia.com.au stayz.com.au luxuryescapes.com rydges.com hotelscombined.com.au
2025/05/01 29.8% 12.76% 10.77% 12.74% 5.6% 9.85% 5.5% 1.14% 1.12% 1.07%
2025/05/02 30.65% 14.2% 8.25% 12.3% 5.75% 10.35% 5.96% 1.06% 0.97% 1.31%
2025/05/03 30.59% 11.66% 8.89% 12.69% 6.21% 10.08% 6.98% 1.08% 1.12% 0.49%
2025/05/04 30.39% 11.03% 10.05% 12.99% 6.25% 9.34% 7.17% 0.97% 1% 0.85%
2025/05/05 29.52% 14.17% 10.71% 11.91% 5.58% 9.43% 6.56% 1.15% 0.96% 0.95%
2025/05/06 30.18% 14.31% 8.63% 14.02% 5.26% 8.03% 5.75% 1.31% 0.99% 1.13%
2025/05/07 29.63% 12.43% 7.92% 13.78% 5.62% 10.05% 5.74% 1.39% 0.92% 1.73%
2025/05/08 30.04% 11.8% 10.83% 12.96% 6.17% 7.91% 5.54% 1.47% 0.76% 1.33%
2025/05/09 30.14% 12.21% 11.21% 11.8% 5.94% 8.5% 5.39% 1.45% 0.67% 1.88%
2025/05/10 31.26% 12.55% 9.04% 11.86% 8.22% 7.63% 5.76% 1.46% 0.82% 1.18%
2025/05/11 30.07% 12.29% 8.19% 12.02% 8.21% 9.61% 5.75% 1.39% 0.77% 1.11%
2025/05/12 30.94% 13.94% 5.92% 12.36% 7.15% 9.54% 5.67% 1.61% 0.89% 0.55%
2025/05/13 31.09% 12.36% 7.9% 13.06% 6.8% 8.93% 4.88% 1.57% 1.28% 0.87%
2025/05/14 29.8% 13.36% 10.39% 11.79% 6.27% 10.18% 4.93% 0.8% 1.09% 1.3%
2025/05/15 33.2% 12.21% 9.96% 11.92% 6.53% 8.41% 4.91% 0.6% 1.11% 1.07%
2025/05/16 33.11% 13.21% 10.5% 11.21% 6.05% 8.94% 5.39% 0.64% 0.75% 0.99%
2025/05/17 32.48% 14.35% 9.62% 11.17% 6.28% 8.97% 5.59% 0.76% 0.85% 0.62%
2025/05/18 31.08% 13.96% 11.43% 10.61% 6.09% 9.72% 4.86% 0.85% 0.78% 0.92%
2025/05/19 30.62% 12.01% 11.92% 12.92% 5.84% 9.77% 5.03% 1.29% 0.88% 0.85%
2025/05/20 31% 12.71% 10.02% 13.2% 5.56% 10.33% 5.21% 1.42% 1.1% 1.22%
2025/05/21 32.14% 12.95% 11.26% 12.69% 5.89% 9.02% 4.57% 1.33% 1% 1.28%
2025/05/22 31.46% 12.82% 10.69% 13.1% 6.43% 9.96% 4.59% 1.27% 1.18% 0.77%
2025/05/23 30.86% 12.59% 10.47% 12.92% 6.37% 9.54% 5.25% 1.26% 1.39% 1.22%
2025/05/24 30.51% 14.17% 8.78% 12.88% 6.25% 9.81% 5.45% 1.51% 1.33% 0.42%
2025/05/25 31.7% 12.39% 11.88% 13.03% 6.21% 7.85% 4.84% 1.52% 1.37% 1.06%
2025/05/26 30.59% 14.01% 10.76% 12.86% 5.95% 8.64% 4.54% 1.57% 1.79% 0.29%
2025/05/27 31.4% 13.26% 10.84% 13.05% 5.8% 8.27% 4.6% 1.39% 2.01% 0.32%
2025/05/28 31.05% 13.91% 9.01% 14.41% 6.35% 8.57% 4.27% 1.35% 1.6% 0.51%
2025/05/29 31.41% 13.58% 11% 13.52% 7% 5.77% 4.68% 1.03% 1.55% 0.84%
2025/05/30 31.86% 13.88% 11.98% 13.21% 6.83% 5.59% 4.1% 1.29% 1.19% 0.83%
2025/05/31 32.17% 14.36% 11.06% 10.44% 7.05% 6.55% 4.57% 1.49% 1.18% 0.93%

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In May 2025, booking.com led with a steady rise, peaking at 33.2% mid-month. hotels.com fluctuated, ending at 14.36%. trivago.com.au showed volatility, closing at 11.06%. wotif.com maintained stability, finishing at 10.44%.

Market Exposure

Competitor Count for AUS Travel Accommodation

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
Date Competitor Count
2025/05/01 532
2025/05/02 542
2025/05/03 563
2025/05/04 536
2025/05/05 537
2025/05/06 539
2025/05/07 545
2025/05/08 568
2025/05/09 550
2025/05/10 560
2025/05/11 548
2025/05/12 556
2025/05/13 574
2025/05/14 525
2025/05/15 514
2025/05/16 482
2025/05/17 494
2025/05/18 482
2025/05/19 480
2025/05/20 465
2025/05/21 394
2025/05/22 393
2025/05/23 389
2025/05/24 386
2025/05/25 376
2025/05/26 380
2025/05/27 389
2025/05/28 365
2025/05/29 363
2025/05/30 345
2025/05/31 349

Copyright © Adthena. All rights reserved.

May began with 532 advertisers, peaking at 574 by mid-month. A sharp decline followed, ending at 349.

Campaign Efficiency

Market Loss & Market Gains for AUS Travel Accommodation

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
Name Market Trend
trivago.com.au 1.07%
booking.com 0.83%
hotels.com 0.25%
wotif.com 0.23%
rydges.com 0.23%
hotelscombined.com.au -0.27%
expedia.com.au -0.29%
qantas.com -0.34%
villa-bali.com -0.52%
stayz.com.au -0.71%

Copyright © Adthena. All rights reserved.

Trivago.com.au leads with a 1.07% click share rise, while stayz.com.au drops by 0.71%. Booking.com also gains 0.83%, contrasting villa-bali.com’s 0.52% decline.

Campaign Efficiency

AUS Travel Accommodation 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 booking.com trivago.com.au wotif.com hotels.com airbnb.com.au expedia.com.au stayz.com.au luxuryescapes.com tripadvisor.com.au rydges.com
2025/05/01 29.5% 10.28% 12.95% 8.02% 6.8% 8.8% 6.47% 1.6% 0.7% 1.38%
2025/05/02 29.97% 8.28% 13.07% 8.41% 7.03% 9.6% 6.87% 1.57% 0.58% 1.12%
2025/05/03 29.4% 8.51% 12.55% 7.97% 7.82% 8.9% 8.02% 1.46% 0.77% 1.26%
2025/05/04 29.24% 9.58% 12.71% 7.6% 7.77% 8.42% 8.15% 1.32% 1.09% 1.15%
2025/05/05 29.04% 9.98% 12.15% 9.31% 7.13% 8.69% 7.75% 1.59% 0.96% 1.15%
2025/05/06 29.15% 8.61% 13.97% 9.38% 6.57% 7.88% 6.5% 1.84% 1.04% 1.11%
2025/05/07 28.36% 7.9% 14% 8.23% 6.95% 9.17% 6.34% 1.86% 1.25% 1.04%
2025/05/08 28.93% 10.22% 13.41% 7.18% 7.55% 7.29% 6.31% 2% 1.19% 0.93%
2025/05/09 29.03% 10.64% 11.91% 8.16% 7.47% 7.78% 6.08% 2% 1.2% 0.79%
2025/05/10 29.68% 8.74% 11.81% 8.14% 10.4% 7% 6.64% 2% 0.94% 0.88%
2025/05/11 28.63% 7.95% 11.9% 8.1% 10.05% 8.63% 6.52% 1.91% 0.97% 0.83%
2025/05/12 30% 5.77% 12.43% 8.92% 8.85% 8.18% 6.45% 2.24% 0.89% 1%
2025/05/13 29.95% 7.71% 13.17% 7.81% 8.46% 7.83% 5.54% 2.1% 1.27% 1.46%
2025/05/14 28.88% 9.95% 11.93% 8.49% 8.16% 9.16% 5.71% 1.21% 1.05% 1.24%
2025/05/15 31.76% 9.93% 11.88% 8.12% 8.16% 7.83% 5.63% 0.94% 1.05% 1.27%
2025/05/16 31.9% 10.06% 11.35% 8.71% 7.75% 8.24% 6.26% 1% 1.31% 0.87%
2025/05/17 31.25% 9.36% 11.15% 9.11% 8.04% 8.14% 6.8% 1.21% 1.29% 1.01%
2025/05/18 30.34% 10.82% 10.69% 8.99% 7.97% 8.59% 5.8% 1.34% 1.76% 0.9%
2025/05/19 29.84% 11.48% 12.59% 8.1% 7.42% 9.09% 5.85% 1.87% 1.42% 1%
2025/05/20 30.61% 9.16% 13.08% 7.98% 7.14% 9.49% 6.37% 2.11% 0.77% 1.27%
2025/05/21 31.56% 10.36% 12.78% 8.52% 7.69% 8.58% 5.44% 1.94% 1.02% 1.25%
2025/05/22 30.62% 10.19% 13.27% 8.18% 8.22% 9.27% 5.36% 1.87% 0.78% 1.42%
2025/05/23 30.4% 9.88% 13.15% 7.88% 8.12% 8.4% 6.16% 1.87% 0.73% 1.68%
2025/05/24 29.73% 8.56% 12.73% 8.99% 7.96% 8.77% 6.34% 2.17% 0.56% 1.51%
2025/05/25 30.63% 11.54% 13.22% 7.18% 8.01% 7.47% 5.89% 2.2% 0.88% 1.58%
2025/05/26 30.05% 10.05% 12.93% 8.66% 7.61% 7.94% 5.42% 2.27% 1.12% 2.12%
2025/05/27 30.48% 9.99% 13.02% 8.15% 7.35% 8.02% 5.38% 2.06% 1.15% 2.46%
2025/05/28 30.23% 8.99% 14.43% 8.85% 8.11% 7.54% 4.86% 2.06% 1.05% 1.86%
2025/05/29 30.51% 10.49% 13.82% 8.21% 8.92% 5.32% 5.43% 1.54% 1.11% 1.69%
2025/05/30 30.98% 11.33% 13.31% 8.86% 8.72% 5.28% 4.74% 1.84% 1.2% 1.3%
2025/05/31 30.95% 10.5% 10.41% 9.34% 8.97% 5.94% 5.4% 2.14% 1.52% 1.29%

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In May 2025, Booking.com led with a steady rise, peaking at 31.9% on the 16th. Trivago fluctuated, ending at 10.5%. Wotif saw a dip, closing at 10.41%. Hotels.com and Airbnb showed minor variations, finishing at 9.34% and 8.97%, respectively. Expedia declined, ending at 5.94%. Stayz and Luxury Escapes had modest shares, while Tripadvisor and Rydges showed slight increases.

Campaign Efficiency

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

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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  1. 1
    Airbnb https://www.airbnb.com.au

    Airbnb - Official Site — Worldwide accommodations leader. Find Unique homes in over 220 countries worldwide! Discover the best places to book for your adventures around the world with Airbnb.

  2. 2
    Booking.com | Booking.com: Hotels https://www.booking.com

    Book at Over 900,000 Hotels Worldwide now. Quick, Easy Booking. Great Rates. Choose From a Wide Range of Properties Which Booking.com Offers!

  3. 3
    Deals on Hotels on Expedia https://www.expedia.com.au › hotels › book_now

    Fully Refundable Options — Search Hotels. Find & Compare Deals and You Can Save Big! Trips Made Easier and More Flexible...

  4. 4
    Great Hotels on Hotels.com - Hotels.com - Here Since 1991 https://www.hotels.com › hotels › book_now

    Find Hotels on Hotels.com. Compare Options & You Can Save. Browse Reviews & Photos.

  5. 5
    trivago™ Find Your Ideal Hotel | Save up to 30% per night https://www.trivago.com.au

    Find here Hotel Offers. Compare and Enjoy saving with us! Not sure where to stay? Let us help you!

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, Airbnb stands out with its global reach, offering unique homes in over 220 countries. Booking.com emphasizes its vast selection and ease of booking, while Expedia highlights flexibility with refundable options. Hotels.com focuses on savings through comparisons, and Trivago promises significant discounts, guiding users to ideal stays.

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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.

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