Log in Book a Demo

AUS Travel Accommodation - PPC Market Share Analysis June 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.

See more data
Share of Clicks - Last month
Domain Share of clicks
booking.com 36.69
airbnb.com.au 11.01
hotels.com 9.79
wotif.com 9.02
trivago.com.au 8.63
expedia.com.au 3.68
stayz.com.au 3.54
rydges.com 1.43
tripadvisor.com.au 1.24
luxuryescapes.com 1.21
others 13.76

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google’s PPC for travel, Booking.com dominates with 36.69% click share. Airbnb follows at 11.01%, while ‘others’ collectively hold 13.76%, showcasing diverse competition.

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. 

See more data
Share of Spend - Last Month
Date booking.com hotels.com wotif.com expedia.com.au airbnb.com.au trivago.com.au stayz.com.au rydges.com luxuryescapes.com tripadvisor.com.au
2025/06/01 32.75% 15.05% 10.34% 5.27% 6.37% 10.92% 5% 1.26% 1.34% 1.57%
2025/06/02 34.23% 10.9% 10.18% 4.87% 5.96% 13.15% 4.39% 1.63% 1.27% 2.07%
2025/06/03 33.69% 14.16% 9.49% 5.1% 5.78% 13.47% 3.88% 1.15% 1.08% 1.68%
2025/06/04 30.82% 14.48% 8.73% 5.27% 6.14% 15.86% 3.74% 1.23% 1.31% 1.43%
2025/06/05 32.65% 11.91% 8.79% 4% 7.16% 13.63% 4.13% 1.23% 1.78% 1.89%
2025/06/06 32.22% 11.92% 8.78% 3.03% 6.53% 14.97% 4.02% 1.18% 1.84% 1.95%
2025/06/07 33.7% 10.94% 8.12% 2.51% 7.59% 12.66% 4.92% 1.37% 2.04% 1.92%
2025/06/08 30.93% 12.35% 7.17% 5.11% 7.19% 13.45% 4.2% 1.35% 1.69% 1.57%
2025/06/09 32.54% 14.05% 8.92% 5.01% 6.87% 11.45% 4.83% 0.94% 1.49% 1.75%
2025/06/10 34.27% 13.95% 7.86% 4.07% 7.55% 10.09% 4.24% 1.28% 1.76% 1.79%
2025/06/11 30.77% 14.91% 8.98% 6.35% 6.7% 11.1% 3.86% 1.11% 1.54% 1.22%
2025/06/12 31.1% 15% 11.81% 6.02% 7.03% 10.62% 3.64% 1.06% 1.61% 1.22%
2025/06/13 31.26% 14.37% 11.22% 6.18% 8.78% 7.65% 4.36% 1.02% 1.89% 1.05%
2025/06/14 30.36% 14.98% 10.48% 6.14% 7.56% 8.63% 4.16% 0.95% 1.85% 1.52%
2025/06/15 31.03% 14.42% 10.02% 8.71% 7.91% 7.02% 3.45% 1.08% 1.68% 2.15%
2025/06/16 34.17% 14.27% 11.52% 5.05% 7.5% 6.15% 3.52% 1.03% 1.44% 2.41%
2025/06/17 34.72% 12.46% 11.6% 4.13% 9.5% 6.78% 3.78% 1.3% 1.2% 1.61%
2025/06/18 32.12% 15.12% 10.46% 7.27% 7.43% 9.63% 3.02% 1.37% 1.22% 1.12%
2025/06/19 32.25% 14.41% 12.65% 5.15% 7.95% 9.7% 3.18% 1.45% 1.02% 0.88%
2025/06/20 32.78% 12.83% 12.1% 5.18% 7.76% 10.33% 3.17% 1.43% 1.03% 1.33%
2025/06/21 31.53% 14.83% 9.57% 10.83% 7.75% 7.26% 3.71% 1.23% 1.37% 1.28%
2025/06/22 32% 15.18% 10.35% 8.76% 7.54% 8.24% 3.11% 1.2% 1.36% 1.33%
2025/06/23 34.51% 11.14% 11.09% 6.81% 8.01% 7.08% 3.76% 1.66% 1.37% 1.42%
2025/06/24 32.44% 12.75% 12.05% 9.42% 6.98% 6.96% 3.42% 1.9% 1.02% 1.01%
2025/06/25 32.54% 12.78% 12.09% 9.51% 7.36% 7.33% 3.66% 1.76% 1% 0.98%
2025/06/26 32.17% 11.96% 14.29% 11.25% 7.42% 6.83% 3.38% 1.27% 0.72% 0.66%
2025/06/27 28.86% 11.92% 15.14% 15.61% 7.09% 6.86% 2.57% 0.91% 0.46% 0.46%
2025/06/28 31.09% 13.4% 12.7% 10.59% 7.7% 7.42% 3.1% 1.28% 0.55% 0.54%
2025/06/29 31.77% 12.69% 12.37% 9.56% 8.48% 7.96% 3.64% 1.28% 0.61% 0.57%
2025/06/30 31.39% 13.25% 11.44% 9.67% 8.33% 8.24% 3.62% 1.51% 1.16% 0.61%

Copyright © Adthena. All rights reserved.

In June 2025, booking.com led with fluctuating spend shares, peaking mid-month. hotels.com and wotif.com showed varied trends, while expedia.com.au surged late. airbnb.com.au remained steady, and trivago.com.au saw a decline. The month concluded with booking.com maintaining dominance.

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. 

See more data
Competitor Count - Last month
Date Competitor Count
2025/06/01 375
2025/06/02 374
2025/06/03 354
2025/06/04 359
2025/06/05 379
2025/06/06 386
2025/06/07 397
2025/06/08 384
2025/06/09 362
2025/06/10 390
2025/06/11 375
2025/06/12 373
2025/06/13 384
2025/06/14 373
2025/06/15 358
2025/06/16 352
2025/06/17 353
2025/06/18 346
2025/06/19 345
2025/06/20 357
2025/06/21 354
2025/06/22 373
2025/06/23 354
2025/06/24 355
2025/06/25 353
2025/06/26 344
2025/06/27 347
2025/06/28 362
2025/06/29 345
2025/06/30 351

Copyright © Adthena. All rights reserved.

In June 2025, advertiser numbers fluctuated, peaking at 397 on June 7. The month concluded with a slight decline, ending at 351.

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.

See more data
Market Loss & Market Gains - Last month
Name Market Trend
expedia.com.au 3.07%
wotif.com 2.18%
airbnb.com.au 0.45%
rydges.com 0.32%
qantas.com 0.29%
hotelscombined.com.au -0.41%
stayz.com.au -0.43%
luxuryescapes.com -0.48%
tripadvisor.com.au -0.63%
trivago.com.au -2.77%

Copyright © Adthena. All rights reserved.

Expedia.com.au and Wotif.com surged in click share, gaining 3.07% and 2.18% respectively. Meanwhile, Trivago.com.au experienced the largest decline, dropping by 2.77%.

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.

See more data
Date booking.com wotif.com airbnb.com.au hotels.com expedia.com.au trivago.com.au stayz.com.au luxuryescapes.com rydges.com tripadvisor.com.au
2025/06/01 31.19% 10.21% 8.11% 9.64% 4.42% 11.04% 5.93% 2.04% 1.4% 1.87%
2025/06/02 31.15% 10.55% 7.71% 8.63% 4.5% 12.61% 5.17% 1.77% 1.68% 2.21%
2025/06/03 31.39% 10.22% 7.82% 11.21% 3.39% 13.34% 4.97% 1.56% 1.18% 1.79%
2025/06/04 29.34% 9.11% 8.22% 11.15% 3.74% 15.19% 4.57% 1.92% 1.33% 1.59%
2025/06/05 30.24% 9.22% 9.26% 9.25% 2.68% 12.77% 4.85% 2.47% 1.3% 2.04%
2025/06/06 29.89% 9.23% 8.33% 8.95% 2.46% 14.12% 4.74% 2.62% 1.22% 2.1%
2025/06/07 30.91% 8.14% 9.5% 8.48% 2.18% 11.62% 5.73% 2.63% 1.4% 2.06%
2025/06/08 29.05% 7.51% 9.39% 9.12% 3.16% 12.27% 5.08% 2.38% 1.33% 1.81%
2025/06/09 30.49% 9.1% 9.04% 9.91% 3.81% 11.29% 6.11% 2.08% 0.95% 1.9%
2025/06/10 32.04% 8.53% 9.73% 10.18% 2.67% 9.68% 5.12% 2.46% 1.32% 1.98%
2025/06/11 28.9% 9.86% 8.96% 11.14% 4.11% 10.51% 4.82% 2.18% 1.11% 1.41%
2025/06/12 29.37% 12.53% 9.36% 11.64% 4.39% 9.82% 4.51% 2.32% 1.12% 1.28%
2025/06/13 29.06% 11.78% 11.27% 10.5% 5.36% 7.24% 5.14% 2.66% 1.01% 1.13%
2025/06/14 28.32% 11.12% 9.99% 10.25% 4.53% 7.61% 5.4% 2.65% 0.99% 1.69%
2025/06/15 29.37% 10.72% 10.29% 10.86% 6.65% 6.52% 4.24% 2.46% 1.11% 2.23%
2025/06/16 31.63% 11.83% 9.52% 11.29% 4.64% 5.48% 4.25% 2.2% 1.03% 2.41%
2025/06/17 31.32% 12.1% 11.96% 9.07% 3.76% 6.95% 4.7% 1.87% 1.33% 1.66%
2025/06/18 30.27% 11.38% 9.83% 10.7% 6.06% 9.17% 4.02% 1.92% 1.45% 1.18%
2025/06/19 30.52% 12.41% 10.41% 10.46% 5.06% 9.51% 3.96% 1.55% 1.47% 1%
2025/06/20 30.46% 12.28% 9.63% 10.35% 4.7% 9.84% 3.91% 1.55% 1.37% 1.4%
2025/06/21 30.2% 10.23% 10.2% 10.99% 8.91% 6.45% 4.84% 2.01% 1.3% 1.32%
2025/06/22 30.38% 11.09% 9.89% 10.98% 7.25% 8.02% 3.83% 2.01% 1.24% 1.48%
2025/06/23 31.63% 11.68% 10.06% 8.69% 6.04% 6.59% 4.61% 1.98% 1.71% 1.55%
2025/06/24 31% 12.85% 8.9% 9.45% 8.71% 6.24% 4.21% 1.54% 1.91% 1.1%
2025/06/25 29.93% 12.77% 9.32% 9.47% 9.11% 7.09% 4.66% 1.53% 1.74% 1.09%
2025/06/26 29.76% 15.11% 9.38% 8.98% 11.02% 6.53% 4.09% 1.17% 1.24% 0.73%
2025/06/27 26.67% 16.27% 8.72% 8.97% 15.7% 6.17% 3.17% 0.8% 0.91% 0.6%
2025/06/28 29.47% 12.72% 9.82% 10.38% 9.27% 7.21% 3.87% 0.96% 1.28% 0.62%
2025/06/29 29.51% 12.37% 10.72% 9.73% 8.5% 7.78% 4.84% 1.05% 1.28% 0.66%
2025/06/30 29.57% 12.19% 10.38% 10.38% 8.41% 7.75% 4.34% 1.76% 1.49% 0.74%

Copyright © Adthena. All rights reserved.

In June 2025, Booking.com maintained a dominant impression share, peaking at 32.04% on June 10. Wotif.com saw a significant rise, ending at 12.19%. Airbnb.com.au and Hotels.com showed fluctuations, while Expedia.com.au surged mid-month. Trivago.com.au’s share declined, and Stayz.com.au remained stable. Luxuryescapes.com and Rydges.com had minor variations, with Tripadvisor.com.au’s share decreasing.

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.

See more data
  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: Hotels - Cheap Hotels https://www.booking.com › hotels

    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. Easy to Plan and Book Whatever Stay is Best For You.

  4. 4
    Great Hotels on Hotels.com https://www.hotels.com › hotels › book_now

    Hotels.com - Here Since 1991 — 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.

Airbnb captivates with global adventure themes, while Booking.com emphasizes affordability and variety. Expedia highlights flexibility and savings, Hotels.com focuses on trust and reviews, and Trivago promises ideal hotel deals with significant savings. Each ad uniquely appeals to diverse traveler needs.

Frequently Asked Questions

Customer Success Stories

Avanti West Coast PPC Strategy case study

Avanti West Coast case study: Boosts revenue and cuts costs with winning PPC strategy

Avanti West Coast needed a more efficient PPC strategy to maximize their paid search investment. Leveraging Adthena’s Lone Ranger and Head-to-Head Competitor reports, they identified opportunities to cut costs on brand terms and reinvest savings into generic search campaigns. Read case study

Monitoring brand terms and managing collaborator agreements for Nordic Choice

Nordic Choice Hotels is one of the largest hotel groups in the Nordic region. With a vast network of collaborators, and operating in a highly competitive industry, Nordic Choice required a competitive intelligence solution to improve digital performance and help solve complex challenges in search.Read case study

Increased revenue and reduced advertising costs for Eurostar

Eurostar is the only dedicated passenger train provider between continental Europe and the UK, but with fierce competition from other transport methods, it needed to prevent competitors and resellers from bidding aggressively on its brand. Read case study

Get the full picture

See this data specific to your brand performance

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.

Related reports

US
US
UK
AUS