AUS Travel Activities - PPC Market Share Analysis November 2025

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

Google AI Overview visibility for Travel Activities 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	9.14021846889
	90.8597815311

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	59
	41

59%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	34%
Transactional	6%
Navigational	0%
Seasonal	0%
Local	7%
Problem Solving	5%

Market Exposure

Share of Clicks for top 10 AUS Travel Activities 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
viator.com	20.28
getyourguide.com	17.5
tripadvisor.com.au	9.54
royalcaribbean.com	2.79
booking.com	2.49
carnival.com.au	2.46
redballoon.com.au	1.89
queensland.com	1.88
adrenaline.com.au	1.79
sailing-whitsundays.com	1.74
others	37.64

viator.com - 20.28%
getyourguide.com - 17.5%
tripadvisor.com.au - 9.54%
royalcaribbean.com - 2.79%
booking.com - 2.49%
carnival.com.au - 2.46%
redballoon.com.au - 1.89%
queensland.com - 1.88%
adrenaline.com.au - 1.79%
sailing-whitsundays.com - 1.74%
others - 37.64%

In the travel activities sector, Viator leads with 20.28% click share, followed by GetYourGuide at 17.5%. Others collectively hold 37.64%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Travel Activities 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	viator.com	getyourguide.com	booking.com	tripadvisor.com.au	redballoon.com.au	royalcaribbean.com	adrenaline.com.au	intrepidtravel.com	sailing-whitsundays.com	luxuryescapes.com
2025/11/01	20.52%	18.54%	2.71%	11.35%	1.76%	0.47%	2.07%	0.69%	2.19%	1.45%
2025/11/02	20.29%	17.63%	2.79%	12.32%	1.82%	0.42%	2.43%	0.75%	2.35%	1.89%
2025/11/03	20.18%	18.21%	3.04%	10.85%	1.86%	0.54%	2.72%	0.55%	2.39%	1.29%
2025/11/04	19.42%	17.77%	3.02%	9.93%	2.16%	0.96%	3.31%	0.5%	2.33%	1.22%
2025/11/05	18.36%	17.35%	2.76%	8.49%	2.22%	1.06%	3.53%	0.58%	3.12%	1.82%
2025/11/06	19.04%	17.85%	2.4%	9.58%	2.18%	2.11%	3.3%	0.66%	2.79%	2.01%
2025/11/07	19.93%	18.59%	2.21%	11.53%	1.81%	1.38%	2.92%	0.87%	2.73%	1.55%
2025/11/08	19.92%	18.73%	2.7%	11.59%	2.04%	1.66%	2.85%	0.89%	2.62%	1.76%
2025/11/09	20.53%	19.17%	2.9%	12.04%	1.66%	1.65%	2.46%	1.06%	2.81%	1.96%
2025/11/10	20.81%	19.08%	2.58%	12.6%	1.87%	1.84%	3.1%	0.94%	2.77%	1.5%
2025/11/11	21.12%	17.4%	2.2%	12.41%	2.28%	2.02%	2.74%	1.15%	3.18%	1.71%
2025/11/12	20.86%	17.57%	2.31%	11.31%	2.97%	1.42%	3.73%	1.08%	2.59%	1.49%
2025/11/13	20.33%	18%	2.11%	10.54%	2.94%	2.13%	2.97%	1.56%	2.54%	1.98%
2025/11/14	20.43%	18.51%	2.36%	12.15%	2.52%	2.27%	2.74%	1.88%	2.35%	1.42%
2025/11/15	20.63%	18.79%	2.54%	13.24%	2.08%	2.29%	1.71%	1.66%	2.54%	1.56%
2025/11/16	21.75%	19.51%	3.17%	13.27%	1.39%	1.73%	1.15%	1.73%	2.11%	1.38%
2025/11/17	21.71%	19.13%	2.96%	14.22%	1.56%	1.04%	0.96%	1.51%	1.92%	1.44%
2025/11/18	23.17%	19.76%	2.67%	11.14%	1.41%	1.13%	1.19%	1.66%	2.17%	1.17%
2025/11/19	21.94%	19.43%	3.44%	10.15%	1.08%	1.25%	0.8%	1.64%	2.23%	0.99%
2025/11/20	21.96%	17.83%	3.95%	10.93%	1.38%	2.79%	0.84%	1.56%	1.75%	1.26%
2025/11/21	22.49%	18.24%	4.24%	11.76%	1.72%	2.01%	0.8%	1.71%	1.71%	1.08%
2025/11/22	21.37%	17.71%	3.97%	11.87%	1.55%	1.77%	0.95%	1.6%	1.77%	1.14%
2025/11/23	20.72%	17.78%	4.8%	10.46%	2.13%	2.11%	1.16%	1.58%	2.18%	1.38%
2025/11/24	20.56%	18.09%	6.03%	9.87%	2.49%	2.3%	1.6%	1.46%	1.78%	1.31%
2025/11/25	20.42%	16.93%	5.65%	8.89%	2.89%	2.51%	1.96%	1.85%	1.98%	1.04%
2025/11/26	20.26%	16.88%	5.23%	8.59%	3.35%	2.31%	2.18%	2.21%	2.19%	1.22%
2025/11/27	19.56%	16.84%	6.16%	7.57%	3.98%	2.19%	2.38%	2.28%	2.25%	1.13%
2025/11/28	18.11%	15.6%	7.47%	7.8%	4.38%	2.83%	2.38%	2.66%	2.13%	1.29%
2025/11/29	19.35%	15.71%	8.09%	7.41%	4.39%	2.64%	2.9%	2.64%	1.74%	1.22%
2025/11/30	19.15%	17%	8.19%	8.09%	4.21%	2.82%	2.53%	2.03%	1.95%	1.09%

viator.com
getyourguide.com
booking.com
tripadvisor.com.au
redballoon.com.au
royalcaribbean.com
adrenaline.com.au
intrepidtravel.com
sailing-whitsundays.com
luxuryescapes.com

Viator.com led November with a peak spend share of 23.17% on the 18th. Booking.com surged late, ending at 8.19%. GetYourGuide.com and Tripadvisor.com.au showed fluctuations, while RedBalloon.com.au and RoyalCaribbean.com had steady growth.

Market Exposure

Competitor Count for AUS Travel Activities

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
2025/11/01	1794
2025/11/02	1760
2025/11/03	1833
2025/11/04	1832
2025/11/05	1845
2025/11/06	1821
2025/11/07	1847
2025/11/08	1799
2025/11/09	1799
2025/11/10	1765
2025/11/11	1678
2025/11/12	1664
2025/11/13	1642
2025/11/14	1587
2025/11/15	1548
2025/11/16	1553
2025/11/17	1492
2025/11/18	1493
2025/11/19	1507
2025/11/20	1495
2025/11/21	1502
2025/11/22	1474
2025/11/23	1484
2025/11/24	1469
2025/11/25	1476
2025/11/26	1482
2025/11/27	1442
2025/11/28	1469
2025/11/29	1455
2025/11/30	1454

November began with 1,794 advertisers, peaking at 1,847 on the 7th. A steady decline followed, ending the month at 1,454.

Campaign Efficiency

Market Loss & Market Gains for AUS Travel Activities

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	1.86%
viator.com	1.26%
royalcaribbean.com	0.57%
intrepidtravel.com	0.47%
redballoon.com.au	0.31%
sailing-whitsundays.com	-0.53%
experienceoz.com.au	-0.83%
bridgeclimb.com	-1.06%
adrenaline.com.au	-1.1%
tripadvisor.com.au	-1.32%

In the past month, booking.com and viator.com saw significant click share growth, while tripadvisor.com.au and adrenaline.com.au experienced notable declines.

Campaign Efficiency

AUS Travel Activities 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	viator.com	getyourguide.com	tripadvisor.com.au	booking.com	redballoon.com.au	adrenaline.com.au	sailing-whitsundays.com	culturalattractionsofaustralia.com	queensland.com	klook.com
2025/11/01	21.5%	19.87%	10.25%	2.45%	1.72%	1.85%	1.21%	1.66%	1.43%	2.23%
2025/11/02	21.51%	18.82%	11.24%	2.42%	1.69%	2.1%	1.35%	1.99%	1.45%	1.78%
2025/11/03	21%	19.22%	9.82%	2.41%	1.78%	2.69%	1.38%	1.99%	2.49%	1.43%
2025/11/04	19.6%	19.52%	8.98%	2.39%	2%	3.34%	1.38%	2.01%	2.75%	1.43%
2025/11/05	18.91%	18.59%	7.9%	2.49%	2.11%	3.44%	2.14%	1.99%	2.04%	1.47%
2025/11/06	19.83%	19.54%	8.83%	1.93%	2.06%	3.26%	1.85%	1.45%	2.3%	1.7%
2025/11/07	20.86%	19.92%	10.79%	2.02%	1.64%	2.76%	1.64%	1.38%	2.09%	1.12%
2025/11/08	21.09%	20.39%	10.89%	2.4%	1.86%	2.56%	1.6%	1.59%	1.33%	1.44%
2025/11/09	22.4%	21.01%	11.45%	2.64%	1.36%	2.08%	1.67%	1.62%	1.55%	1.53%
2025/11/10	22.73%	21.18%	12.39%	2.14%	1.7%	2.77%	1.75%	0.98%	1.94%	1.34%
2025/11/11	23.31%	18.18%	12.04%	1.78%	2.08%	2.67%	1.94%	1.39%	1.8%	1.69%
2025/11/12	22.77%	19.15%	9.79%	1.98%	2.76%	3.54%	1.68%	1.67%	2.29%	1.14%
2025/11/13	22.31%	20.04%	9.78%	1.8%	2.72%	2.87%	1.62%	1.65%	2.26%	1.49%
2025/11/14	22.17%	20.37%	11.76%	2.06%	2.34%	2.54%	1.5%	1.52%	1.98%	0.9%
2025/11/15	23.06%	21.27%	12.29%	2.16%	1.86%	1.58%	1.65%	0.88%	1.3%	1.26%
2025/11/16	23.91%	21.45%	12.21%	2.55%	1.21%	0.95%	1.21%	1.28%	1.56%	1.21%
2025/11/17	24.12%	20.91%	13.24%	2.47%	1.33%	0.83%	1.12%	1.15%	1.66%	1.08%
2025/11/18	25.58%	21.13%	9.81%	2.11%	1.27%	0.97%	1.42%	1.36%	2.41%	1.24%
2025/11/19	24.05%	21.26%	9.37%	3.04%	0.93%	0.68%	1.39%	1.36%	2.52%	1.47%
2025/11/20	23.8%	19.6%	10.04%	3.38%	1.24%	0.7%	1.07%	1.45%	2.13%	1.27%
2025/11/21	23.94%	19.13%	11.23%	3.64%	1.48%	0.65%	0.98%	1.43%	2.24%	1.07%
2025/11/22	22.92%	19.17%	10.97%	3.28%	1.4%	0.78%	1.12%	1.47%	1.38%	1.46%
2025/11/23	22.43%	19.55%	9.76%	4.08%	1.92%	1.04%	1.3%	1.39%	1.92%	1.33%
2025/11/24	22.61%	20.19%	9.12%	5.12%	2.25%	1.43%	0.92%	1.51%	1.96%	1.18%
2025/11/25	22.7%	18.46%	7.66%	5.1%	2.6%	1.7%	1.14%	1.66%	2.21%	1.37%
2025/11/26	21.76%	18.04%	7.28%	4.57%	3.07%	2.04%	1.47%	1.93%	2.12%	1.03%
2025/11/27	21.82%	18.94%	6.56%	5.03%	3.57%	2.19%	1.33%	1.44%	1.61%	1.19%
2025/11/28	20.14%	17.35%	7.13%	6.79%	4.06%	2.03%	1.24%	1.46%	1.79%	0.96%
2025/11/29	20.88%	17.45%	6.76%	7.2%	4.05%	2.68%	1.14%	1.16%	1.66%	1.04%
2025/11/30	20.8%	19.09%	7.38%	7.34%	3.92%	2.16%	1.25%	1.24%	1.2%	1.15%

viator.com
getyourguide.com
tripadvisor.com.au
booking.com
redballoon.com.au
adrenaline.com.au
sailing-whitsundays.com
culturalattractionsofaustralia.com
queensland.com
klook.com

In November 2025, viator.com led with a steady rise, peaking at 25.58% on the 18th. getyourguide.com fluctuated, ending at 19.09%. booking.com surged, closing at 7.34%. tripadvisor.com.au saw a decline, finishing at 7.38%.

Campaign Efficiency

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

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 Activities - Last month

1
Royal Caribbean Cruise 75% Off - Early-Bird & Last-Minute Deals https://deals.cruiselines.com
Save up to 75% on Royal Caribbean cruises worldwide. Book soon for biggest savings! Royal...
2
Melbourne Tourist Attractions https://www.culturalattractionsofaustralia.com
Iconic Experiences — Visit the Cultural Attractions of Australia website for details, pricing and how to book. Behind the scenes experiences - Melbourne Cricket Ground & National...
3
The Must-Do of Brisbane https://www.queensland.com › brisbane › to-do
Discover something beautiful — Amazing Food & Wine and Excellent Arts & Culture. Discover the Best in Brisbane. From the Vibrant City to nearby Islands & Rainforests. Explore Brisbane...
4
Melbourne Top 10 Things to Do - Must-Do Activities of 2025 https://www.viator.com › things-to-do › melbourne
Use Reserve Now & Pay Later to Secure the Melbourne Tours You Don't Want to Miss. Book Now
5
Melbourne. Every Bit Different - Top Things To Do In Melbourne https://www.visitmelbourne.com › top-attractions
Zoo's & Aquariums. Striking Public Spaces & Architecture. Art & Museums. Bars & Cafes. We've Put Together A Handy List Of Victoria's Top Attractions For You To Experience.

In the competitive world of travel PPC, Royal Caribbean’s enticing 75% off deals captivate with urgency, while Melbourne’s cultural allure shines through diverse experiences. Brisbane’s vibrant offerings and Viator’s flexible booking options highlight unique adventures, making each ad a compelling invitation.

Frequently Asked Questions

Why is the AUS Travel Activities November 2025 Report useful and how should I use it?

Why is the AUS Travel Activities November 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 Activities November 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 Activities November 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 Activities November 2025 Report?

The AUS Travel Activities November 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.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

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

The AUS Travel Activities November 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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What is Ask Arlo?

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.

Learn more about Ask Arlo.

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AUS Travel Activities - PPC Market Share Analysis November 2025