AUS Travel Activities - PPC Market Share Analysis May 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.

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
Domain	Share of clicks
viator.com	16.86
getyourguide.com	11.88
tripadvisor.com.au	10.55
bridgeclimb.com	3.21
carnival.com.au	2.76
experienceoz.com.au	2.34
sailing-whitsundays.com	2.33
royalcaribbean.com	2.24
adrenaline.com.au	2.18
queensland.com	1.63
others	44.02

In the travel activities sector, Viator leads with 16.86% click share, followed by GetYourGuide at 11.88%. Others collectively dominate with 44.02%, highlighting 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
Date	viator.com	getyourguide.com	tripadvisor.com.au	intrepidtravel.com	experienceoz.com.au	backpackerdeals.com	adrenaline.com.au	booking.com	sailing-whitsundays.com	luxuryescapes.com
2025/05/01	18.72%	14.11%	11.48%	2.13%	1.58%	2.3%	0.48%	1.2%	3.28%	1.66%
2025/05/02	19.43%	14.57%	10.19%	1.79%	1.31%	1.78%	0.63%	1.43%	3.12%	1.54%
2025/05/03	18.05%	13.5%	11.65%	1.62%	2.38%	3.26%	0.95%	1.62%	2.57%	1.93%
2025/05/04	18.8%	14.12%	12.03%	1.51%	2.23%	2.57%	0.84%	1.99%	2.64%	1.94%
2025/05/05	18.89%	13.94%	12.28%	1.44%	1.79%	2.71%	0.91%	1.67%	2.6%	2.06%
2025/05/06	19.76%	14.86%	11.24%	1.6%	1.81%	2.5%	0.66%	1.87%	2.41%	1.73%
2025/05/07	19.07%	14.62%	11.22%	1.59%	1.8%	3.27%	0.51%	2.24%	2.35%	1.61%
2025/05/08	18.61%	13.97%	10.49%	1.66%	2.52%	2.98%	0.39%	1.46%	2.83%	2.3%
2025/05/09	18.76%	14.67%	10.71%	1.81%	2.37%	2.62%	0.47%	1.47%	4.43%	1.6%
2025/05/10	17.96%	14.03%	11.33%	2.17%	2.26%	2.8%	2.96%	1.58%	3.16%	1.62%
2025/05/11	18.16%	13.75%	11.41%	2.05%	2.23%	2.74%	4.14%	1.51%	3.17%	1.64%
2025/05/12	18.44%	14.43%	10.36%	1.85%	2.46%	3.26%	1.89%	1.99%	2.95%	1.45%
2025/05/13	17.53%	13.06%	10.48%	2.03%	2.85%	3.31%	1.67%	2.07%	2.37%	2.29%
2025/05/14	17.53%	12.57%	10.76%	1.8%	2.41%	3.74%	1.44%	2.28%	2.41%	2.53%
2025/05/15	18.74%	13.92%	9.98%	2.07%	2.88%	3.32%	1.8%	1.9%	2.21%	1.54%
2025/05/16	18.98%	14.19%	10.49%	2.2%	2.74%	2.53%	1.64%	1.95%	1.93%	1.17%
2025/05/17	18.79%	13.78%	10.9%	2.33%	3.13%	2.4%	1.71%	1.97%	2.39%	1.52%
2025/05/18	18.91%	14.33%	11.69%	2.05%	3.02%	2.23%	1.91%	2.18%	2.06%	1.83%
2025/05/19	18.43%	13.69%	10.05%	1.95%	4.64%	2.6%	3.59%	2.09%	1.97%	1.8%
2025/05/20	17.94%	12.76%	8.68%	2.39%	4.36%	2.51%	4.12%	2.11%	2.03%	1.67%
2025/05/21	18.61%	12.9%	9.48%	2.42%	3.23%	2.49%	3.74%	2.36%	3.79%	1.22%
2025/05/22	18.34%	12.68%	9.64%	2.27%	3.16%	2.33%	3.22%	1.58%	3.13%	1.68%
2025/05/23	18.65%	12.78%	9.7%	2.34%	3.63%	1.82%	3.08%	1.92%	3.71%	1.24%
2025/05/24	19.22%	13.13%	9.75%	2.55%	3.54%	1.92%	2.93%	1.91%	2.78%	1.35%
2025/05/25	19.24%	13.34%	10.28%	2.43%	2.55%	2.53%	3.39%	1.85%	2.71%	1.58%
2025/05/26	18.71%	14.18%	10.5%	2.32%	2.48%	2.59%	3.47%	1.79%	2.68%	1.54%
2025/05/27	18.46%	13.71%	8.79%	1.97%	3.02%	2.96%	3.4%	1.74%	2.85%	2.13%
2025/05/28	17.94%	13.87%	11.6%	1.9%	2.43%	2.33%	2.72%	1.85%	2.28%	1.75%
2025/05/29	17.52%	13.94%	12.42%	2.17%	2.8%	2.86%	2.08%	1.27%	2.58%	1.55%
2025/05/30	17.44%	13.9%	11.98%	2.81%	2.44%	2.05%	2.2%	1.53%	2.07%	1.59%
2025/05/31	18.26%	14.51%	13.87%	2.61%	2.43%	2.42%	2.35%	1.67%	1.6%	1.42%

Viator.com led May with fluctuating spend shares, peaking mid-month. GetYourGuide.com showed a steady rise, while Tripadvisor.com.au surged at month’s end. Intrepidtravel.com and ExperienceOz.com.au saw notable mid-month spikes. Adrenaline.com.au and Booking.com maintained moderate shares. Sailing-Whitsundays.com and LuxuryEscapes.com experienced varied trends, ending May with lower shares.

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
Date	Competitor Count
2025/05/01	1900
2025/05/02	1903
2025/05/03	1892
2025/05/04	1942
2025/05/05	1904
2025/05/06	1860
2025/05/07	1917
2025/05/08	1922
2025/05/09	1965
2025/05/10	1984
2025/05/11	1987
2025/05/12	1974
2025/05/13	1976
2025/05/14	1985
2025/05/15	1979
2025/05/16	2015
2025/05/17	1989
2025/05/18	1957
2025/05/19	1982
2025/05/20	1934
2025/05/21	1929
2025/05/22	1943
2025/05/23	1981
2025/05/24	1933
2025/05/25	1964
2025/05/26	1972
2025/05/27	1912
2025/05/28	1936
2025/05/29	1894
2025/05/30	1890
2025/05/31	1862

In May 2025, distinct advertisers fluctuated, peaking at 2,015 on May 16. The month concluded with a decrease to 1,862.

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
Name	Market Trend
adrenaline.com.au	1.15%
experienceoz.com.au	0.65%
peninsulahotsprings.com	0.54%
airbnb.com.au	0.47%
southaustralia.com	0.34%
finnsbeachclub.com	-0.25%
backpackerdeals.com	-0.34%
tripadvisor.com.au	-0.36%
flightcentre.com.au	-0.45%
getyourguide.com	-0.67%

Adrenaline.com.au surged with a 1.15 increase, while GetYourGuide.com dropped by 0.67. ExperienceOz.com.au and PeninsulaHotSprings.com also saw positive gains.

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	adrenaline.com.au	experienceoz.com.au	backpackerdeals.com	carnival.com.au	booking.com	queensland.com	sailing-whitsundays.com
2025/05/01	17.45%	13.58%	11.46%	0.54%	1.83%	1.91%	2.96%	1.03%	1.48%	2.66%
2025/05/02	18.64%	14.53%	9.8%	0.63%	1.32%	1.4%	2.32%	1.2%	1.93%	2.09%
2025/05/03	16.8%	13.53%	11.37%	1.18%	2.32%	2.63%	3%	1.36%	1.58%	2.05%
2025/05/04	18%	13.92%	11.73%	1.24%	2.28%	2.08%	2.08%	1.84%	1.03%	2.06%
2025/05/05	17.71%	13.69%	11.84%	1.15%	2.03%	2.16%	1.39%	1.51%	1.84%	2.01%
2025/05/06	19.37%	14.97%	10.56%	0.82%	2.02%	1.87%	1.93%	1.9%	1.86%	1.79%
2025/05/07	17.84%	14.22%	10.4%	0.55%	1.96%	2.64%	1.63%	2.24%	1.78%	1.98%
2025/05/08	17.9%	13.39%	9.9%	0.44%	2.57%	2.29%	1.52%	1.45%	1.72%	2.19%
2025/05/09	18.19%	14.09%	10.29%	0.55%	2.41%	2.07%	1.58%	1.41%	1.73%	3.79%
2025/05/10	16.92%	13.83%	10.51%	4.95%	2.2%	2.24%	2.24%	1.51%	1.21%	2.41%
2025/05/11	16.94%	13.15%	10.71%	6.82%	2.13%	2.15%	1.4%	1.43%	1.3%	2.58%
2025/05/12	17.49%	13.63%	9.57%	3.01%	2.79%	2.65%	1.54%	1.71%	1.31%	2.21%
2025/05/13	16.26%	12.2%	9.92%	2.43%	2.92%	2.64%	2%	1.79%	1.44%	1.85%
2025/05/14	16.51%	12.09%	10.29%	1.81%	2.53%	3.08%	2.65%	1.86%	1.62%	1.85%
2025/05/15	17.77%	13.37%	10.02%	2.09%	2.81%	2.59%	1.88%	1.81%	1.39%	1.64%
2025/05/16	18.27%	13.77%	10.38%	1.82%	2.65%	1.9%	1.93%	1.84%	1.93%	1.4%
2025/05/17	18.16%	13.37%	10.74%	1.9%	2.88%	1.8%	2.49%	1.96%	1.66%	2.09%
2025/05/18	17.65%	14.2%	11.48%	2.31%	3.05%	1.78%	2.07%	2.08%	1.01%	1.54%
2025/05/19	17.38%	12.85%	9.46%	4.64%	4.88%	2.13%	2.14%	1.74%	1.67%	1.49%
2025/05/20	16.81%	11.86%	8.33%	4.81%	4.57%	1.89%	1.49%	1.93%	1.99%	1.59%
2025/05/21	17.6%	12.21%	8.75%	4.52%	3.4%	1.95%	1.43%	2.05%	1.8%	3.31%
2025/05/22	17.61%	11.65%	9.42%	3.81%	3.3%	1.89%	1.86%	1.4%	1.84%	2.45%
2025/05/23	18.46%	12.05%	9.74%	3.37%	3.31%	1.43%	2%	1.52%	2.03%	2.8%
2025/05/24	19.45%	12.83%	9.59%	3.19%	3.36%	1.51%	1.21%	1.56%	1.49%	2.26%
2025/05/25	18.35%	12.68%	9.74%	3.92%	2.78%	2.13%	1.21%	1.57%	1.09%	2.09%
2025/05/26	17.62%	13.53%	9.93%	4.29%	2.63%	1.99%	1.75%	1.45%	1.75%	2.19%
2025/05/27	17.71%	13.01%	8.3%	3.9%	2.92%	2.37%	1.83%	1.47%	2.11%	2.17%
2025/05/28	17.28%	12.71%	10.82%	3.17%	2.57%	1.68%	1.59%	1.48%	1.67%	1.66%
2025/05/29	17.38%	13.3%	11.93%	2.27%	2.87%	2.22%	1.83%	1.06%	1.36%	2.06%
2025/05/30	16.57%	13.24%	11.37%	2.35%	2.44%	1.53%	1.96%	1.29%	1.86%	1.56%
2025/05/31	17.47%	13.76%	13.58%	2.62%	2.37%	1.74%	1.49%	1.37%	1.31%	1.15%

Viator.com led May 2025 with fluctuating impressions, peaking mid-month. GetYourGuide.com and Tripadvisor.com.au showed varied trends, while Adrenaline.com.au surged early. By month’s end, Viator.com maintained dominance, with others trailing.

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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1
Royal Caribbean Cruise Sale | Royal Caribbean Cruise 75% Off https://deals.cruiselines.com
Save up to 75% on Royal Caribbean cruises worldwide. Book soon for biggest savings!
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 Gallery of Victoria.
3
Royal Caribbean® Australia | 2025-2026 Cruises On Sale https://www.royalcaribbean.com › 2025-2026 › cruise-deals
2025-2026 Adventures From Australia Are On Sale Now! Book With Royal Caribbean Cruises®.
4
Melbourne River Cruises https://www.viator.com › melbourne › book-now
5-Star Rated Tours & Trips — Use Reserve Now & Pay Later to Secure the Activities You Don't Want to Miss. Book Now!
5
Melbourne. Every Bit Different - Top 10 Things to Do https://www.visitmelbourne.com
Explore World-Class Museums, Unique Wildlife, Striking Public Spaces & Heritage Sites. Why Not Make A Holiday Of Melbourne & Enjoy The City's Top Food, Drink & Attractions?

In the competitive world of travel PPC, Royal Caribbean dominates with enticing offers like “75% Off” cruises, promising global adventures. Meanwhile, Melbourne’s allure shines through cultural and river experiences, with Viator and Visit Melbourne highlighting unique local attractions and flexible booking options.

Frequently Asked Questions

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

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

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

The AUS Travel Activities May 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?

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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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AUS Travel Activities - PPC Market Share Analysis May 2025

Share of Clicks for top 10 AUS Travel Activities brands

Share of Spend for the top 10 AUS Travel Activities brands

Competitor Count for AUS Travel Activities

Market Loss & Market Gains for AUS Travel Activities

AUS Travel Activities Share of Impressions

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

Frequently Asked Questions

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

Why is the AUS Travel Activities May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the AUS Travel Activities May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this AUS Travel Activities May 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

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