AUS Travel Activities - PPC Market Share Analysis June 2026

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.

Activities – AUS

Google AI Overview visibility for Travel Activities AUS

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 15.3475011594
84.6524988406
15%

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 58
42
57%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 31%
Transactional 7%
Navigational 1%
Seasonal 0%
Local 7%
Problem Solving 5%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
viator.com 18.29
getyourguide.com 17.21
tripadvisor.com 12.23
klook.com 12.12
headout.com 3.7
groupon.com.au 2.76
agoda.com 2.25
tripadvisor.com.au 2.1
experienceoz.com.au 1.71
royalcaribbean.com 1.68
others 25.95
  • viator.com - 18.29%
  • getyourguide.com - 17.21%
  • tripadvisor.com - 12.23%
  • klook.com - 12.12%
  • headout.com - 3.7%
  • groupon.com.au - 2.76%
  • agoda.com - 2.25%
  • tripadvisor.com.au - 2.1%
  • experienceoz.com.au - 1.71%
  • royalcaribbean.com - 1.68%
  • others - 25.95%

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Viator leads with 18.29% click share, followed by GetYourGuide at 17.21%. Others collectively hold 25.95%, showcasing diverse competition in the travel PPC landscape.

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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date viator.com getyourguide.com klook.com tripadvisor.com headout.com tripadvisor.com.au agoda.com booking.com experienceoz.com.au redballoon.com.au
2026/06/01 16.43% 15.3% 8.42% 8.51% 1.74% 4.35% 2.57% 1.58% 2.98% 3.13%
2026/06/02 16.36% 14.89% 8.83% 8.28% 1.44% 3.93% 1.99% 1.72% 3.4% 2.97%
2026/06/03 16.48% 15.31% 8.2% 8.5% 1.99% 4.12% 3.82% 1.96% 3.17% 2.7%
2026/06/04 15.29% 13.93% 9.32% 8.34% 1.72% 3.67% 2.67% 1.66% 3.43% 3.39%
2026/06/05 15.74% 13.83% 8.73% 8.12% 1.23% 3.44% 2.94% 2.25% 3.09% 3.49%
2026/06/06 17.31% 14.2% 8.8% 8.14% 1.67% 3.38% 2.62% 2.09% 3.29% 3.4%
2026/06/07 16.6% 14.56% 8.18% 7.56% 1.96% 3.63% 2.75% 2.28% 3.81% 2.72%
2026/06/08 16.63% 14.95% 9.63% 8.97% 1.56% 3.38% 2.4% 2.07% 3.39% 2.21%
2026/06/09 18.38% 15.9% 8.58% 8.42% 2.1% 3.2% 2.92% 2.43% 1.83% 1.43%
2026/06/10 15.42% 13.46% 9.77% 8.96% 1.89% 2.33% 2.86% 2.22% 3.73% 3.57%
2026/06/11 16.4% 14.64% 9.11% 8.51% 1.32% 2.65% 3.1% 2.09% 3.31% 3.56%
2026/06/12 17.07% 14.11% 8.99% 8.35% 1.71% 3.24% 2.65% 2.04% 3.27% 3.35%
2026/06/13 16.54% 14.36% 8.59% 7.85% 2.02% 3.3% 2.84% 1.95% 3.91% 2.75%
2026/06/14 17.2% 15.11% 9.59% 8.97% 1.59% 3.13% 2.39% 2.13% 3.73% 2.18%
2026/06/15 19.05% 15.55% 8.86% 8.67% 2.26% 3.36% 2.96% 2.89% 2.01% 1.45%
2026/06/16 16.51% 14.36% 9.47% 8.82% 1.83% 2.5% 2.74% 2.41% 3.99% 3.54%
2026/06/17 16.63% 15.8% 9.91% 10.44% 2.53% 1.99% 3.52% 1.96% 3.09% 2.57%
2026/06/18 17.95% 16.74% 9.23% 10.06% 2.92% 2.1% 3.32% 2.22% 3.02% 2.74%
2026/06/19 18.67% 16.26% 9.86% 10.8% 3.4% 1.97% 2.56% 2.1% 3.23% 2.74%
2026/06/20 20.22% 17.92% 10.33% 10.3% 4.71% 2.71% 2.55% 2.44% 1.28% 0.97%
2026/06/21 21% 17.73% 11.01% 10.65% 4.56% 3.25% 2.72% 2.42% 1.25% 1.03%
2026/06/22 20.98% 17.98% 10.96% 11.84% 4.45% 2.7% 2.75% 3.08% 1.26% 1.03%
2026/06/23 20.8% 17.29% 10.99% 11.04% 3.93% 4.4% 2.94% 2.74% 1.13% 1.1%
2026/06/24 19.71% 17.25% 10.18% 12.73% 5.47% 4.4% 2.6% 2.15% 0.99% 1.04%
2026/06/25 20.82% 18.05% 8.78% 11.79% 5.57% 5.01% 1.93% 2.35% 1.06% 0.9%
2026/06/26 21.02% 17.97% 8.46% 10.19% 5.79% 4.06% 2.47% 2.86% 1.24% 1.07%
2026/06/27 20.77% 18.97% 7.92% 11.55% 6.76% 3.43% 2.49% 2.52% 1.1% 1.11%
2026/06/28 19.39% 17.94% 10.27% 10.43% 5.22% 3.77% 2.33% 2.93% 1.01% 0.98%
2026/06/29 19.72% 18.75% 11.19% 11.56% 6.35% 2.88% 2.29% 2.58% 1.63% 1.14%
2026/06/30 20.21% 18.1% 11.53% 11.4% 6.08% 3.07% 2.75% 2.63% 1.03% 0.73%
  • viator.com
  • getyourguide.com
  • klook.com
  • tripadvisor.com
  • headout.com
  • tripadvisor.com.au
  • agoda.com
  • booking.com
  • experienceoz.com.au
  • redballoon.com.au

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Viator.com led June with a steady rise, peaking at 21.00%. GetYourGuide.com followed, showing consistent growth. Klook.com and Tripadvisor.com also saw notable increases, while Headout.com surged impressively.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/06/01 1103
2026/06/02 1085
2026/06/03 1099
2026/06/04 1041
2026/06/05 1068
2026/06/06 1073
2026/06/07 1067
2026/06/08 1048
2026/06/09 1049
2026/06/10 1059
2026/06/11 1032
2026/06/12 1045
2026/06/13 1039
2026/06/14 1058
2026/06/15 1070
2026/06/16 1078
2026/06/17 1058
2026/06/18 1057
2026/06/19 1097
2026/06/20 1043
2026/06/21 1041
2026/06/22 1052
2026/06/23 1019
2026/06/24 1029
2026/06/25 1019
2026/06/26 1005
2026/06/27 977
2026/06/28 1021
2026/06/29 1027
2026/06/30 989

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June began with 1,103 advertisers, fluctuating throughout the month, peaking at 1,099 mid-month. By June’s end, advertisers decreased to 989, marking a dynamic month.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
headout.com 3.22%
getyourguide.com 2.95%
tripadvisor.com 2.45%
viator.com 2.29%
klook.com 1.02%
bridgeclimb.com -0.51%
groupon.com.au -0.74%
experienceoz.com.au -0.84%
redballoon.com.au -1.09%
sailing-whitsundays.com -1.67%

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Headout.com leads with a 3.22% click share rise, while sailing-whitsundays.com drops by 1.67%.

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.

Date viator.com getyourguide.com tripadvisor.com klook.com headout.com groupon.com.au tiqets.com agoda.com tripadvisor.com.au experienceoz.com.au
2026/06/01 18.53% 18.14% 11.32% 11.4% 2.21% 3.56% 1.17% 2.74% 3.22% 1.75%
2026/06/02 17.71% 17.58% 11.98% 11.91% 1.72% 3.08% 1.07% 2.1% 2.78% 1.99%
2026/06/03 18.16% 18.03% 11.87% 10.45% 2.39% 2.79% 2.17% 4.3% 2.96% 2.04%
2026/06/04 15.89% 16% 11.22% 12.6% 1.91% 3.72% 1.29% 2.99% 2.5% 2.54%
2026/06/05 16.7% 16.14% 10.95% 11.65% 1.48% 4.11% 1.77% 3.44% 2.49% 1.97%
2026/06/06 18.56% 16.24% 11.36% 12.25% 2.24% 4.39% 1.08% 2.91% 2.23% 1.96%
2026/06/07 17.42% 16.57% 10.74% 11.41% 2.39% 4.08% 1.81% 3.31% 2.35% 2.69%
2026/06/08 17.88% 17.19% 12.18% 13.09% 1.95% 2.21% 2.02% 2.54% 2.27% 2.51%
2026/06/09 19.89% 18.73% 11.68% 11.96% 3.09% 1.9% 1.66% 2.79% 2.04% 1.34%
2026/06/10 16.75% 15.95% 11.82% 13.08% 2.05% 4.01% 1.3% 3.05% 1.51% 2.77%
2026/06/11 17.57% 16.74% 11.29% 11.89% 1.59% 4.41% 1.83% 3.56% 1.62% 2.08%
2026/06/12 18.67% 16.35% 11.55% 12.4% 2.28% 4.46% 1.11% 2.89% 2.09% 1.92%
2026/06/13 17.78% 16.35% 11.04% 11.74% 2.42% 4.23% 1.82% 3.37% 2.04% 2.7%
2026/06/14 18.73% 17.17% 12.17% 13.09% 1.98% 2.26% 2.01% 2.54% 1.94% 2.71%
2026/06/15 20.44% 18.11% 11.97% 12.15% 3.25% 1.92% 1.74% 2.78% 1.95% 1.44%
2026/06/16 17.3% 16.2% 11.64% 12.62% 1.92% 4% 1.29% 3.01% 1.65% 2.82%
2026/06/17 17.73% 18.39% 13.53% 13.3% 3.06% 3.38% 1.42% 3.47% 1.17% 1.8%
2026/06/18 18.85% 18.85% 13.3% 12.12% 3.67% 3.78% 1.78% 3.35% 1.07% 1.81%
2026/06/19 18.53% 18.27% 13.53% 13.37% 4.81% 3.32% 1.83% 2.49% 1.59% 2.25%
2026/06/20 20.03% 19.26% 12.23% 13.48% 6.21% 2.19% 2.15% 2.37% 1.78% 1.44%
2026/06/21 20.48% 19.46% 13.16% 14.59% 5.79% 2.66% 1.91% 2.36% 1.85% 1.41%
2026/06/22 21.43% 20.07% 14.39% 14% 5.02% 3.14% 1% 2.52% 1.48% 1.33%
2026/06/23 21.49% 19.97% 13.98% 13.86% 4.91% 2.29% 1.58% 2.44% 2.39% 0.97%
2026/06/24 20.58% 19.62% 15.27% 12.87% 5.87% 2.57% 1.29% 2.01% 2.59% 0.78%
2026/06/25 21.09% 20.54% 14.94% 11.71% 5.9% 1.64% 1.41% 1.63% 2.86% 0.99%
2026/06/26 21.21% 19.91% 12.97% 11.56% 5.96% 1.41% 1.24% 2.24% 2.53% 1.19%
2026/06/27 22.14% 21.39% 14.88% 10.58% 7.13% 1.25% 1.52% 2.07% 1.85% 1.07%
2026/06/28 19.41% 19.57% 13.37% 13.55% 5.52% 2.5% 1.37% 1.98% 2.36% 0.96%
2026/06/29 19% 19.31% 14.09% 14.36% 7.85% 2.03% 2.2% 1.82% 1.6% 1.56%
2026/06/30 19.73% 19.38% 14.4% 13.91% 7% 2.67% 2.46% 2.06% 1.75% 0.98%
  • viator.com
  • getyourguide.com
  • tripadvisor.com
  • klook.com
  • headout.com
  • groupon.com.au
  • tiqets.com
  • agoda.com
  • tripadvisor.com.au
  • experienceoz.com.au

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In June 2026, Viator’s impression share fluctuated, peaking at 22.14% on the 27th. GetYourGuide saw a steady rise, reaching 21.39% on the 27th. Headout’s share surged, ending at 7.00%. The month concluded with Viator leading, followed by GetYourGuide.

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.

Google Text Ad Copy Insights & Creative Trends for AUS Travel Activities - Last month
  1. 1
    Puffing Billy Steam Train Experience Melbourne – Booking.com https://www.booking.com

    Book Tickets for Tours, Museums, Attractions and More in Top Destinations with Booking.com

  2. 2
    Royal Caribbean Cruise 75% Off - Early-Bird & Last-Minute Deals https://deals.cruiselines.com

    Royal Caribbean cruises on sale now. Save up to 75% or more. Best price guarantee!

  3. 3
    10 best places to visit in Melbourne you don’t want to miss https://www.getyourguide.com

    From the iconic National Gallery of Victoria to the majestic Royal Botanic Gardens, this guide to the best places to visit in Melbourne has it all.

  4. 4
    Melbourne Top 10 Things to Do - Must-Do Activities of 2026 https://www.viator.com › things-to-do › melbourne

    Don't just visit, experience Melbourne. Reserve your must-do activities and pay later.

  5. 5
    Melbourne. Every Bit Different - Top Things To Do In Melbourne https://www.visitmelbourne.com

    Check Out The Top Attractions To See And Do In Melbourne And Victoria. We've Put Together A Handy List Of Victoria's Top Attractions For You To Experience.

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In the bustling world of travel PPC, Booking.com entices with immersive experiences like the Puffing Billy Steam Train. Meanwhile, CruiseLines.com lures adventurers with irresistible 75% savings on Royal Caribbean cruises. GetYourGuide and Viator captivate Melbourne enthusiasts with curated must-see lists, while VisitMelbourne.com highlights the city’s unique charm.

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