AUS Travel Accommodation - PPC Market Share Analysis October 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.

Google AI Overview visibility for Travel Accommodation 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	3.61363171591
	96.3863682841

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	31
	69

31%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	5%
Transactional	12%
Navigational	4%
Seasonal	0%
Local	7%
Problem Solving	0%

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

Share of Clicks - Last month
Domain	Share of clicks
booking.com	27.3
hotels.com	13.2
airbnb.com.au	10.45
trivago.com.au	7.64
expedia.com.au	6.72
wotif.com	6.42
stayz.com.au	5.59
agoda.com	4.65
luxuryescapes.com	2.45
trip.com	1.29
others	14.29

booking.com - 27.3%
hotels.com - 13.2%
airbnb.com.au - 10.45%
trivago.com.au - 7.64%
expedia.com.au - 6.72%
wotif.com - 6.42%
stayz.com.au - 5.59%
agoda.com - 4.65%
luxuryescapes.com - 2.45%
trip.com - 1.29%
others - 14.29%

Booking.com leads with 27.3% click share, followed by others at 14.29%. Hotels.com captures 13.2%, while Airbnb.com.au holds 10.45%.

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

Share of Spend - Last Month
Date	booking.com	airbnb.com.au	hotels.com	expedia.com.au	trivago.com.au	stayz.com.au	agoda.com	wotif.com	luxuryescapes.com	guestreservations.com
2025/10/01	26.79%	9.85%	16.12%	7.71%	8.92%	4.51%	3.89%	10.16%	1.81%	0.81%
2025/10/02	23.43%	8.47%	15.39%	10.4%	11.04%	5.51%	3.83%	9.41%	2.62%	0.7%
2025/10/03	26.42%	10.63%	13.52%	8.12%	7.86%	4.8%	4.11%	9.64%	2.78%	0.89%
2025/10/04	25.35%	10.44%	13.6%	7.86%	8.87%	5.99%	3.69%	8.17%	3.28%	0.9%
2025/10/05	25.5%	11.09%	13.83%	8.25%	5.29%	5.44%	1.66%	9.2%	5.58%	0.76%
2025/10/06	26.75%	9.6%	14.41%	9.59%	7.33%	5.61%	2.97%	8.77%	2.03%	1.05%
2025/10/07	26.17%	10.34%	16.87%	10.11%	8.14%	3.99%	1.94%	7.47%	2.4%	0.78%
2025/10/08	27.86%	11.77%	16.46%	5.29%	8.66%	4.64%	4.42%	6.14%	2.11%	0.93%
2025/10/09	27.8%	12.02%	13.26%	6.67%	7.16%	6.08%	3.41%	8.85%	1.76%	0.96%
2025/10/10	26.16%	10.64%	11.38%	7.01%	6.7%	6.3%	6.63%	7.31%	3.31%	1.31%
2025/10/11	24.41%	11.82%	12.86%	7.88%	7.16%	7.03%	4.15%	6.54%	2.47%	1.14%
2025/10/12	21.73%	11.78%	12.06%	8.49%	6.99%	8.17%	3.66%	8.51%	2.56%	1.25%
2025/10/13	23%	11.68%	9.63%	7.98%	5.88%	7.42%	4.7%	9.6%	2.81%	1.55%
2025/10/14	26.04%	8.65%	13.9%	8.64%	5.71%	6.14%	4.41%	7.86%	2.67%	1.6%
2025/10/15	22.82%	9.87%	15.49%	8.32%	6%	4.8%	6.49%	6.65%	3.58%	1.54%
2025/10/16	27.93%	13.05%	14.19%	4.02%	8.1%	6.6%	3.58%	5.4%	1.47%	1.55%
2025/10/17	23.73%	11%	14.12%	6.45%	7.28%	5.36%	9.09%	5.43%	1.93%	1.18%
2025/10/18	24.04%	11.6%	12.83%	7.81%	6.95%	6.14%	8.36%	5.71%	1.95%	1.13%
2025/10/19	26.77%	12.68%	14.68%	3.09%	8.84%	6.7%	5.89%	4.14%	2.43%	1.2%
2025/10/20	25.82%	8.65%	15.41%	6.82%	7.47%	5.04%	6.47%	5.23%	3.35%	1.69%
2025/10/21	24.77%	9.48%	14.57%	7.06%	9.11%	5.79%	4.99%	4.95%	2.86%	1.76%
2025/10/22	27.53%	9.92%	14.27%	5.94%	6.13%	5.17%	5.04%	4.28%	1.77%	1.72%
2025/10/23	25.58%	11.52%	11.77%	5.84%	8.64%	7.04%	6.7%	4.96%	1.57%	1.3%
2025/10/24	28.68%	13.28%	10.91%	5.24%	8.96%	6.09%	5.8%	4.16%	1.28%	1.21%
2025/10/25	27.84%	12.5%	11.28%	3.41%	7.27%	7.27%	4.8%	3.21%	1.8%	1.5%
2025/10/26	28.15%	12.75%	11.64%	4.35%	8.76%	7.56%	3.22%	3.13%	3.02%	1.13%
2025/10/27	31.23%	9.2%	13.32%	5.99%	7.96%	7.12%	2.12%	3.42%	3.09%	1.34%
2025/10/28	30.2%	8.9%	13.57%	5.52%	6.82%	6.77%	4.17%	4.72%	1.76%	1.47%
2025/10/29	30.21%	9.37%	13.27%	8.32%	5.63%	6.63%	5.58%	3.05%	1.45%	1.24%
2025/10/30	29.99%	10.4%	12.84%	8.5%	6.99%	5.7%	6.03%	2.46%	2.16%	1.02%
2025/10/31	29.06%	14.86%	10.68%	8.29%	7.1%	6.17%	3.6%	2.82%	1.6%	1.23%

booking.com
airbnb.com.au
hotels.com
expedia.com.au
trivago.com.au
stayz.com.au
agoda.com
wotif.com
luxuryescapes.com
guestreservations.com

In October 2025, booking.com led with a peak spend share of 31.23% on the 27th. Airbnb.com.au saw a notable rise, ending at 14.86% on the 31st. Meanwhile, hotels.com fluctuated, closing at 10.68%.

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

Competitor Count - Last month
Date	Competitor Count
2025/10/01	328
2025/10/02	335
2025/10/03	337
2025/10/04	360
2025/10/05	333
2025/10/06	327
2025/10/07	339
2025/10/08	332
2025/10/09	323
2025/10/10	348
2025/10/11	358
2025/10/12	351
2025/10/13	352
2025/10/14	356
2025/10/15	343
2025/10/16	348
2025/10/17	360
2025/10/18	343
2025/10/19	356
2025/10/20	351
2025/10/21	345
2025/10/22	342
2025/10/23	334
2025/10/24	346
2025/10/25	359
2025/10/26	368
2025/10/27	365
2025/10/28	352
2025/10/29	370
2025/10/30	355
2025/10/31	331

October saw a dynamic shift in advertisers, starting at 328 and peaking at 370. The month concluded with a slight dip to 331, reflecting a vibrant competitive landscape.

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

Market Loss & Market Gains - Last month
Name	Market Trend
booking.com	2.8%
agoda.com	0.93%
stayz.com.au	0.8%
airbnb.com.au	0.41%
tripadvisor.com.au	0.35%
qantas.com	-0.14%
luxuryescapes.com	-0.71%
hotels.com	-1.18%
expedia.com.au	-1.61%
wotif.com	-3.65%

Booking.com surged with a 2.80% click share increase, while Wotif.com faced a significant drop of 3.65%.

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	airbnb.com.au	hotels.com	expedia.com.au	trivago.com.au	stayz.com.au	agoda.com	wotif.com	luxuryescapes.com	guestreservations.com
2025/10/01	27.19%	9.04%	15.02%	7.53%	9.11%	3.87%	3.8%	10.47%	1.97%	0.94%
2025/10/02	24.23%	7.29%	14.79%	9.86%	11.3%	4.9%	3.48%	9.84%	2.86%	0.83%
2025/10/03	26.68%	9.16%	12.61%	7.43%	7.98%	4.21%	4.49%	9.79%	3.09%	1.04%
2025/10/04	25.98%	9.15%	12.86%	7.75%	8.91%	5.02%	3.59%	8.36%	3.39%	1.06%
2025/10/05	25.35%	10.12%	12.14%	8.14%	5.55%	4.82%	1.89%	9.32%	5.84%	0.88%
2025/10/06	26.66%	8.37%	13.09%	9.14%	7.37%	4.89%	3.49%	9.32%	2.25%	1.2%
2025/10/07	26.36%	9.19%	15.66%	9.29%	8.2%	3.58%	1.92%	7.63%	2.63%	0.87%
2025/10/08	28.14%	10.72%	15.13%	4.86%	8.41%	4.29%	4.14%	6.4%	2.34%	1.1%
2025/10/09	27.93%	11.02%	11.91%	6.56%	6.97%	5.52%	3.29%	9.23%	2.04%	1.11%
2025/10/10	26.54%	9.43%	11.03%	6.9%	6.38%	5.4%	7.11%	7.05%	3.37%	1.44%
2025/10/11	25.12%	10.61%	12%	7.9%	6.57%	6.28%	4.32%	6.65%	2.64%	1.4%
2025/10/12	22.7%	10.89%	10.63%	7.81%	6.43%	7.42%	3.64%	8.07%	2.82%	1.53%
2025/10/13	23.58%	10.77%	9.26%	7.72%	5.79%	6.55%	4.85%	9.02%	2.96%	1.82%
2025/10/14	26.25%	8.12%	13.25%	7.96%	5.8%	5.49%	4.12%	8.02%	2.75%	1.84%
2025/10/15	23.31%	9.32%	15.02%	7.45%	6.02%	4.3%	6.61%	6.61%	3.33%	1.73%
2025/10/16	27.93%	12.51%	13.51%	3.89%	8.05%	5.93%	3.93%	5.21%	1.54%	1.72%
2025/10/17	24.47%	10.47%	13.74%	5.94%	6.8%	4.87%	8.98%	5.35%	1.97%	1.28%
2025/10/18	24.8%	11.39%	12.28%	7.23%	6.1%	5.82%	8.46%	5.72%	1.93%	1.28%
2025/10/19	26.73%	12.22%	14.44%	2.83%	8.45%	6.1%	5.94%	4.07%	2.38%	1.32%
2025/10/20	26.29%	8.46%	14.64%	6.25%	7.14%	4.78%	6.91%	5.07%	2.96%	1.81%
2025/10/21	25.32%	9.33%	14.23%	6.2%	8.56%	5.47%	5.53%	4.91%	2.61%	1.9%
2025/10/22	28.32%	9.78%	13.49%	5.09%	6.28%	4.93%	5.09%	4.12%	1.74%	1.81%
2025/10/23	26.76%	11.15%	11.4%	5.07%	8.6%	6.54%	6.49%	4.69%	1.59%	1.34%
2025/10/24	29.8%	12.98%	10.59%	4.64%	8.42%	5.71%	5.51%	4.09%	1.38%	1.3%
2025/10/25	28.8%	11.89%	11.08%	3.01%	6.78%	6.74%	4.58%	3.2%	1.88%	1.64%
2025/10/26	28.66%	12.17%	11.21%	3.89%	8.36%	6.85%	3.22%	3.17%	2.91%	1.31%
2025/10/27	31.56%	8.53%	13.07%	5.79%	7.99%	6.45%	2.3%	3.43%	2.48%	1.48%
2025/10/28	29.92%	8.18%	12.18%	5.53%	6.57%	6.21%	4.34%	4.98%	1.84%	1.67%
2025/10/29	30.29%	8.72%	11.85%	8.01%	5.73%	6.05%	5.64%	3.21%	1.56%	1.4%
2025/10/30	29.84%	9.64%	11.49%	7.36%	6.84%	5.15%	5.82%	2.54%	2.31%	1.21%
2025/10/31	28.78%	13.74%	9.63%	7.66%	7.14%	5.5%	3.96%	2.9%	1.74%	1.45%

booking.com
airbnb.com.au
hotels.com
expedia.com.au
trivago.com.au
stayz.com.au
agoda.com
wotif.com
luxuryescapes.com
guestreservations.com

In October 2025, Booking.com led with a peak impression share of 31.56% on the 27th. Airbnb.com.au saw a notable rise, ending at 13.74%. Hotels.com fluctuated, closing at 9.63%. Expedia.com.au and Trivago.com.au showed varied trends, while Stayz.com.au and Agoda.com had moderate shares. Wotif.com and Luxuryescapes.com experienced declines, with Guestreservations.com maintaining a low but steady presence.

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

1
Airbnb | Airbnb - Official Site https://www.airbnb.com.au
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
Booking.com | 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
Great Hotels on Hotels.com | Browse, Shortlist and Book https://www.hotels.com › hotels › book_now
Find Hotels on Hotels.com. Compare Options & You Can Save. Browse Reviews & Photos. Choose Hotels With Free Cancellation So If...
4
Vacation Homes on Stayz® - Room For The Whole Family https://www.stayz.com.au › vacation_rental › book_online
Use Trip Boards to Plan the Ultimate Escape with a Group! Vacation Rentals on Stayz®. We Have Millions of Vacation...
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!

Airbnb leads with global adventure themes, while Booking.com emphasizes affordability and variety. Hotels.com highlights flexibility with free cancellations. Stayz® focuses on family-friendly escapes, and trivago™ offers savings and decision-making assistance. Each ad uniquely targets diverse traveler needs.

Frequently Asked Questions

Why is the AUS Travel Accommodation October 2025 Report useful and how should I use it?

Why is the AUS Travel Accommodation October 2025 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 Accommodation October 2025 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 Accommodation October 2025 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 Accommodation October 2025 Report?

The AUS Travel Accommodation October 2025 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.

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Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Travel Accommodation October 2025 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Travel Accommodation October 2025 Report for?

The AUS Travel Accommodation October 2025 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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Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

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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Customer Success Stories

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

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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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AUS Travel Accommodation - PPC Market Share Analysis October 2025

Accommodation – AUS

Google AI Overview visibility for Travel Accommodation AUS

AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 AUS Travel Accommodation brands

Share of Spend for the top 10 AUS Travel Accommodation brands

Competitor Count for AUS Travel Accommodation

Market Loss & Market Gains for AUS Travel Accommodation

AUS Travel Accommodation Share of Impressions

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

Frequently Asked Questions

Why is the AUS Travel Accommodation October 2025 Report useful and how should I use it?

Why is the AUS Travel Accommodation October 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the AUS Travel Accommodation October 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this AUS Travel Accommodation October 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

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

Monitoring brand terms and managing collaborator agreements for Nordic Choice

Increased revenue and reduced advertising costs for Eurostar

Get the full picture

See this data specific to your brand performance

Related reports

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UK Accommodation