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AUS Travel Accommodation - PPC Market Share Analysis February 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 30.82
wotif.com 12.94
expedia.com.au 8.59
trivago.com.au 8.33
airbnb.com.au 7.07
hotels.com 5.93
stayz.com.au 5.66
qantas.com 1.99
luxuryescapes.com 1.64
tripadvisor.com 1.48
others 15.55

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Booking.com dominates with 30.82% click share, followed by ‘others’ at 15.55%. Wotif.com holds 12.94%, while Expedia.com.au and Trivago.com.au capture 8.59% and 8.33%, respectively.

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 expedia.com.au wotif.com hotels.com trivago.com.au stayz.com.au airbnb.com.au qantas.com luxuryescapes.com tripadvisor.com
2025/02/01 25.22% 8.32% 15.45% 4.82% 11.52% 5.74% 6.98% 1.49% 0.9% 2.8%
2025/02/02 23.03% 8.64% 14.03% 6.78% 12.95% 5.46% 6.65% 1.4% 0.89% 2.91%
2025/02/03 24.25% 8.3% 13.53% 6.93% 13% 5.42% 6.33% 1.78% 0.86% 3.29%
2025/02/04 24.97% 8.33% 13.47% 7.46% 12.28% 5.44% 6.02% 1.71% 0.87% 3.23%
2025/02/05 25.95% 9.63% 14.31% 6.85% 10.85% 5.09% 5.3% 1.93% 1.15% 2.34%
2025/02/06 25.99% 9.91% 14.54% 7.66% 11.78% 5.98% 5.42% 1.06% 2.12% 2.26%
2025/02/07 25.42% 9.38% 16.1% 7.25% 10.22% 6.68% 5.93% 1.39% 1.06% 2.21%
2025/02/08 24.69% 10.78% 15.9% 8.39% 8.55% 6.57% 6.52% 1.17% 1.07% 1.92%
2025/02/09 24.56% 10.9% 15.61% 8.41% 9.37% 6.2% 6.08% 1.78% 1.01% 2.31%
2025/02/10 24.41% 10.97% 16.13% 7.25% 8.79% 6.43% 6.29% 1.95% 1.04% 2.64%
2025/02/11 23.46% 11.63% 16.37% 7.77% 9.14% 6.28% 5.9% 1.91% 0.93% 2.52%
2025/02/12 23.08% 12.14% 15.72% 9.04% 9.56% 5.92% 5.43% 2.01% 1.02% 2.32%
2025/02/13 23.99% 12.58% 15.78% 9.18% 9.92% 5.9% 5% 2.25% 1.17% 2.07%
2025/02/14 24% 12.54% 15.47% 9% 10.57% 5.8% 5.25% 3.11% 1.32% 1.87%
2025/02/15 24.56% 10.63% 14.42% 9.86% 8.66% 6.47% 5.85% 3.5% 1.84% 1.71%
2025/02/16 24.17% 11.09% 14.78% 7.98% 8.95% 6.65% 5.38% 3.34% 2.09% 2.06%
2025/02/17 24.48% 11.47% 15.83% 7.36% 7.81% 6.21% 5.86% 3.92% 1.8% 2.42%
2025/02/18 23.78% 11.11% 15.22% 9.75% 6.79% 6.2% 5.1% 3.96% 2.08% 2.03%
2025/02/19 24.08% 13% 14.28% 7.8% 9.28% 7.02% 4.88% 3.57% 2.03% 1.59%
2025/02/20 23.57% 11.63% 14.54% 9.32% 8.3% 6.76% 5.14% 3.72% 3.12% 1.74%
2025/02/21 24.76% 11.75% 13.87% 7.74% 8% 6.59% 5.03% 5.08% 3.52% 1.7%
2025/02/22 24.03% 13.26% 14.49% 8.09% 7.51% 6.69% 5.52% 5.02% 1.8% 1.61%
2025/02/23 24.31% 13.66% 13.86% 7.85% 7.61% 6.29% 5.66% 4.82% 1.94% 1.62%
2025/02/24 24.06% 12.37% 14.52% 9.31% 8.05% 6.38% 5.73% 4.46% 1.86% 1.96%
2025/02/25 26.25% 13.99% 13.07% 7.26% 7.16% 6.47% 5.27% 3.67% 1.6% 1.48%
2025/02/26 26.92% 13.49% 13.03% 8.99% 7.6% 6.4% 5.3% 3.25% 1.54% 1.64%
2025/02/27 28% 12.4% 12.93% 9.4% 7.08% 6.11% 5.08% 2.75% 1.81% 1.6%
2025/02/28 24.05% 14.2% 13.89% 11.47% 9.65% 5.52% 5.4% 2.26% 1.77% 1.63%

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In February 2025, booking.com led with a fluctuating spend share, peaking at 28.00% on the 27th. Expedia.com.au steadily increased, ending at 14.20%. Wotif.com saw a decline, closing at 13.89%. Hotels.com rose to 11.47% by month’s end. Trivago.com.au and stayz.com.au experienced varied trends, finishing at 9.65% and 5.52%, respectively. Airbnb.com.au’s share decreased, ending at 5.40%. Qantas.com peaked mid-month, closing at 2.26%. Luxuryescapes.com and tripadvisor.com showed minor fluctuations, ending at 1.77% and 1.63%.

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
2025/02/01 1009
2025/02/02 1050
2025/02/03 1016
2025/02/04 1019
2025/02/05 1026
2025/02/06 976
2025/02/07 993
2025/02/08 1002
2025/02/09 963
2025/02/10 945
2025/02/11 948
2025/02/12 939
2025/02/13 934
2025/02/14 915
2025/02/15 925
2025/02/16 901
2025/02/17 862
2025/02/18 862
2025/02/19 837
2025/02/20 769
2025/02/21 776
2025/02/22 776
2025/02/23 787
2025/02/24 733
2025/02/25 748
2025/02/26 730
2025/02/27 779
2025/02/28 701

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February began with 1,009 advertisers, peaking at 1,050 on the 2nd. A steady decline followed, ending at 701.

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
expedia.com.au 2.1%
qantas.com 1.41%
luxuryescapes.com 1.01%
hotels.com 0.58%
stayz.com.au 0.48%
tripadvisor.com -0.48%
wotif.com -0.5%
tripadvisor.com.au -0.57%
agoda.com -1.52%
trivago.com.au -2.27%

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Expedia.com.au surged with a 2.10% click share increase, while trivago.com.au faced a 2.27% decline. Qantas.com and luxuryescapes.com also saw positive growth, contrasting with agoda.com’s drop.

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 expedia.com.au wotif.com trivago.com.au hotels.com airbnb.com.au stayz.com.au qantas.com luxuryescapes.com tripadvisor.com
2025/02/01 21.03% 8.62% 15.16% 10.21% 3.9% 7.78% 6.21% 1.82% 1.3% 3.44%
2025/02/02 20.98% 8.31% 14.25% 11.2% 3.99% 7.65% 6.1% 1.64% 1.26% 3.43%
2025/02/03 22.02% 8.09% 13.95% 11.28% 4.08% 7.24% 6.14% 2.02% 1.25% 3.96%
2025/02/04 22.76% 8% 13.69% 10.75% 4.33% 6.86% 6.06% 1.97% 1.24% 3.89%
2025/02/05 23.54% 9.2% 14.26% 9.94% 4.16% 5.93% 5.62% 2.2% 1.61% 2.8%
2025/02/06 23.92% 9.67% 14.94% 10.51% 4.38% 6.22% 6.75% 1.23% 3.03% 2.68%
2025/02/07 23.14% 9.24% 15.87% 9.19% 4.63% 6.73% 7.4% 1.6% 1.46% 2.64%
2025/02/08 22.35% 10.58% 15.97% 7.93% 5.1% 7.42% 7.37% 1.39% 1.4% 2.28%
2025/02/09 22.52% 10.64% 16.12% 8.29% 4.29% 7.11% 7.22% 2.11% 1.39% 2.75%
2025/02/10 21.76% 10.91% 16.39% 8.14% 4.19% 7.03% 7.13% 2.3% 1.42% 3.1%
2025/02/11 20.82% 11.56% 16.6% 8.28% 5.03% 6.71% 7.08% 2.26% 1.27% 3.01%
2025/02/12 20.91% 12.42% 15.98% 8.35% 5.41% 6.23% 6.72% 2.36% 1.45% 2.75%
2025/02/13 22.32% 12.59% 16.08% 8.62% 5.65% 5.78% 6.71% 2.56% 1.65% 2.44%
2025/02/14 22.74% 12.47% 15.82% 8.98% 5.23% 6.2% 6.54% 3.55% 1.94% 2.23%
2025/02/15 22.46% 11.07% 14.79% 7.53% 5.45% 6.78% 7.45% 4.01% 2.64% 2.02%
2025/02/16 22.24% 10.99% 14.93% 7.46% 4.34% 6.3% 7.72% 3.87% 2.98% 2.48%
2025/02/17 22.24% 11.19% 16.1% 6.99% 4.31% 6.75% 7.05% 4.39% 2.55% 2.87%
2025/02/18 21.24% 11.16% 15.57% 6.31% 5.69% 5.92% 6.85% 4.44% 2.84% 2.43%
2025/02/19 21.64% 12.93% 14.5% 8.19% 4.66% 5.72% 8.25% 4.03% 2.78% 1.96%
2025/02/20 21.21% 11.94% 15.04% 7.79% 5.08% 5.9% 7.54% 4.17% 4.25% 2.06%
2025/02/21 21.93% 11.92% 14.03% 7.06% 4.52% 5.74% 7.24% 5.79% 4.77% 1.98%
2025/02/22 21.72% 13.24% 14.73% 6.83% 4.69% 6.38% 7.57% 5.71% 2.49% 1.91%
2025/02/23 22.07% 13.29% 13.97% 6.92% 4.76% 6.47% 7.15% 5.33% 2.66% 1.95%
2025/02/24 21.76% 12.62% 14.79% 7.38% 5.48% 6.61% 7.18% 5.18% 2.53% 2.38%
2025/02/25 23.68% 14.25% 13.29% 6.19% 4.13% 5.95% 7.24% 4.21% 2.19% 1.72%
2025/02/26 24.24% 13.91% 13.3% 7.15% 5.49% 6.04% 7.11% 3.9% 2.11% 2.02%
2025/02/27 25.73% 12.6% 13.3% 6.61% 5.09% 5.79% 6.72% 3.16% 2.51% 1.92%
2025/02/28 22.24% 15.02% 14.56% 8.34% 6.71% 6.36% 6.35% 2.74% 2.57% 1.95%

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In February 2025, booking.com led with fluctuating impressions, peaking mid-month. Expedia.com.au and wotif.com showed steady growth, while trivago.com.au and qantas.com experienced declines. The month ended with booking.com maintaining dominance.

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: Hotels https://www.booking.com

    Hotels — Book at Over 900,000 Hotels Worldwide now. Quick, Easy Booking. Great Rates. Choose...

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

    Enjoy Expedia Member Pricing — Search Hotels. Find & Compare Deals and You Can Save Big! Your Virtual Travel Agent Can...

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

    Browse, Shortlist and Book — Find Hotels on Hotels.com. Compare Options & You Can Save. Browse Reviews & Photos. Choose...

  5. 5
    Exclusive Hotel Offers https://www.qantas.com

    Qantas Hotels — Exclusive offers for Qantas members. Enjoy great rates with no booking or credit card fees. Save your money, use points when you book with Qantas Hotels. Now more rewarding...

Copyright © Adthena. All rights reserved.

In the competitive landscape of travel accommodations, Airbnb stands out with its global reach, offering unique homes in over 220 countries. Booking.com and Expedia emphasize ease and savings, with Booking.com highlighting its vast hotel network and Expedia promoting member pricing. Hotels.com focuses on comparison and reviews, while Qantas entices with exclusive offers for members, emphasizing savings and rewards.

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