Why is the AUS Travel Activities May 2026 Report useful and how should I use it?

Why is the AUS Travel Activities May 2026 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 2026 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 2026 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 2026 Report?

The AUS Travel Activities May 2026 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 May 2026 Report aggregates data from across both device types and Google Shopping.

Who is this AUS Travel Activities May 2026 Report for?

The AUS Travel Activities May 2026 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.

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.

AUS Travel Activities - PPC Market Share Analysis May 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.

Google AI Overview visibility for Travel Activities AUS

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

See more data

AIO Frequency

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

Frequency	Percentage
Frequency	14.7600308896
	85.2399691104

14%

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	60
	40

60%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	33%
Transactional	7%
Navigational	0%
Seasonal	0%
Local	7%
Problem Solving	6%

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	18.92
getyourguide.com	17.12
klook.com	12.37
tripadvisor.com	11.59
agoda.com	2.52
groupon.com.au	2.5
headout.com	2.48
royalcaribbean.com	2.26
bridgeclimb.com	1.85
tripadvisor.com.au	1.81
others	26.58

viator.com - 18.92%
getyourguide.com - 17.12%
klook.com - 12.37%
tripadvisor.com - 11.59%
agoda.com - 2.52%
groupon.com.au - 2.5%
headout.com - 2.48%
royalcaribbean.com - 2.26%
bridgeclimb.com - 1.85%
tripadvisor.com.au - 1.81%
others - 26.58%

In the travel activities sector, Viator leads with 18.92% click share, followed by GetYourGuide at 17.12%. Others collectively hold 26.58%, 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.

See more data

Share of Spend - Last Month

Share of Spend - Last Month
Date	viator.com	getyourguide.com	klook.com	tripadvisor.com	tripadvisor.com.au	redballoon.com.au	agoda.com	groupon.com.au	booking.com	headout.com
2026/05/01	19.11%	17.54%	11.83%	10.44%	2.26%	1%	3.15%	1.58%	1.93%	1.83%
2026/05/02	22.77%	7.07%	13.51%	12.18%	1.96%	1.12%	3.49%	2.64%	1.92%	4.2%
2026/05/03	18.95%	16.76%	11.98%	11.03%	2.18%	1.14%	2.62%	2.17%	2.06%	3.7%
2026/05/04	18.9%	18.22%	11.32%	10.03%	2.03%	0.81%	3.2%	2.21%	2.23%	2.42%
2026/05/05	20.12%	18.09%	11.41%	9.79%	2.49%	1.16%	2.51%	1.41%	2.19%	2.06%
2026/05/06	20.88%	19.26%	11.3%	10.23%	2.54%	1.22%	1.8%	1.41%	1.52%	1.4%
2026/05/07	18.96%	18.61%	12.5%	10.62%	2.1%	1.44%	2.3%	1.75%	1.56%	1.84%
2026/05/08	19.44%	18.52%	11.76%	10.01%	2.25%	1.13%	3.27%	1.74%	1.73%	1.86%
2026/05/09	23.18%	8.48%	12.63%	11.28%	2.42%	1.57%	3.24%	2.52%	1.24%	3.89%
2026/05/10	19.59%	17.56%	11%	10.08%	2.01%	1.43%	2.37%	2.12%	1.94%	3.43%
2026/05/11	19.45%	18.06%	10.7%	9.41%	2.3%	1.47%	3.05%	2.17%	2.13%	2.26%
2026/05/12	17.21%	15.34%	8.65%	8.08%	2.12%	6.32%	1.08%	2.18%	1.86%	1.72%
2026/05/13	19.35%	18.35%	9.48%	7.05%	2.5%	3.23%	2.29%	2.02%	2.08%	1.63%
2026/05/14	20.91%	18.45%	8.48%	8.31%	3.99%	2.77%	0.98%	2.1%	1.59%	1.66%
2026/05/15	19.54%	18.15%	9.49%	7.94%	2.36%	3.19%	1.67%	2.51%	1.77%	1.78%
2026/05/16	18.4%	17.6%	9.58%	8.3%	2.28%	2.69%	3.14%	1.79%	2.06%	1.64%
2026/05/17	18.24%	17.96%	9.43%	7.98%	2.33%	2.49%	2.13%	1.25%	2.05%	1.68%
2026/05/18	18.51%	18.43%	9.51%	9.14%	2.33%	2.02%	2.67%	1.86%	1.99%	1.59%
2026/05/19	19.62%	19.8%	9.66%	9.33%	2.02%	2.47%	1.53%	1.21%	1.78%	1.13%
2026/05/20	19.38%	17.87%	8.94%	9.1%	2.74%	2.27%	0.95%	2%	1.9%	1.41%
2026/05/21	18.7%	16.06%	9.06%	8.29%	2.53%	3.33%	1.44%	1.75%	1.68%	1.26%
2026/05/22	17.88%	16.08%	9.37%	8.94%	3.62%	2.93%	2.63%	2.42%	1.24%	1.19%
2026/05/23	17.88%	16.74%	8.12%	7.29%	3.92%	3.12%	2.64%	2.41%	1.6%	1.09%
2026/05/24	18.83%	17.27%	7.71%	8%	3.76%	2.74%	2.61%	1.7%	2.27%	1.69%
2026/05/25	17.27%	16.02%	6.99%	7.83%	3.02%	2.36%	4.35%	2.39%	1.99%	1.16%
2026/05/26	18.03%	16.72%	8.34%	7.01%	3.61%	1.84%	3.41%	1.52%	3.14%	1.31%
2026/05/27	16.53%	15.58%	7.59%	7.47%	4.41%	3.04%	3.27%	1.69%	2.09%	1.72%
2026/05/28	17.16%	15.08%	6.9%	7.63%	3.81%	2.93%	4.26%	1.81%	1.8%	1.51%
2026/05/29	17.08%	14.35%	6.84%	6.42%	4.88%	3.11%	3.03%	1.73%	2.23%	2.05%
2026/05/30	16.98%	15.96%	7.16%	7.71%	4.07%	3.36%	2.31%	1.43%	2%	2.15%
2026/05/31	16.13%	15.4%	8.23%	7.47%	4.37%	3.22%	2.45%	2.08%	1.99%	1.55%

viator.com
getyourguide.com
klook.com
tripadvisor.com
tripadvisor.com.au
redballoon.com.au
agoda.com
groupon.com.au
booking.com
headout.com

Viator.com led May with fluctuating spend, peaking at 23.18%. GetYourGuide.com saw a dip mid-month, while Klook.com and Tripadvisor.com trended downward. By month’s end, Viator.com maintained dominance.

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.

See more data

Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2026/05/01	1030
2026/05/02	1003
2026/05/03	1013
2026/05/04	1028
2026/05/05	1026
2026/05/06	992
2026/05/07	992
2026/05/08	1070
2026/05/09	988
2026/05/10	1039
2026/05/11	1052
2026/05/12	1025
2026/05/13	1040
2026/05/14	1023
2026/05/15	1023
2026/05/16	1029
2026/05/17	1037
2026/05/18	993
2026/05/19	956
2026/05/20	945
2026/05/21	925
2026/05/22	958
2026/05/23	985
2026/05/24	970
2026/05/25	1006
2026/05/26	1126
2026/05/27	1099
2026/05/28	1077
2026/05/29	1065
2026/05/30	1061
2026/05/31	1107

In May 2026, advertiser numbers fluctuated, peaking at 1,126 on the 26th. The month concluded with a strong presence of 1,107 advertisers.

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
tripadvisor.com.au	1.19%
experienceoz.com.au	0.88%
sailing-whitsundays.com	0.66%
luxuryescapes.com	0.57%
redballoon.com.au	0.45%
tiqets.com	-0.44%
headout.com	-0.96%
viator.com	-1.17%
tripadvisor.com	-1.64%
klook.com	-2.97%

Tripadvisor.com.au surged with a 1.19% click share increase, while klook.com faced a 2.97% decline.

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	getyourguide.com	viator.com	klook.com	tripadvisor.com	groupon.com.au	tripadvisor.com.au	agoda.com	redballoon.com.au	headout.com	tiqets.com
2026/05/01	19.24%	20.06%	14.7%	13.51%	2.64%	1.15%	3.71%	0.83%	2.35%	2.1%
2026/05/02	5.21%	24.76%	17.93%	15.72%	4.12%	0.8%	3.47%	1.06%	5.37%	3.16%
2026/05/03	17.5%	19.4%	14.71%	14.51%	3.24%	0.91%	2.91%	0.91%	5.69%	2.59%
2026/05/04	19.8%	19.06%	14.61%	14.05%	3.03%	1.03%	3.68%	0.61%	3.32%	2.12%
2026/05/05	20.15%	20.02%	15.7%	13.79%	1.93%	1.1%	2.7%	0.86%	3.01%	1.32%
2026/05/06	20.82%	21.47%	15.49%	14.43%	1.85%	1.28%	1.72%	0.73%	1.87%	1.6%
2026/05/07	19.99%	19.69%	15.89%	14.06%	2.3%	1.04%	2.6%	1%	2.21%	2.55%
2026/05/08	19.81%	20.04%	14.65%	13.33%	2.64%	1.19%	3.66%	0.9%	2.31%	2.07%
2026/05/09	6.04%	25.07%	17.7%	15.36%	4.22%	1.12%	3.25%	1.32%	5.09%	2.92%
2026/05/10	18.04%	20.07%	13.75%	13.99%	3.17%	0.95%	2.6%	0.98%	5.63%	2.34%
2026/05/11	19.97%	19.86%	14.2%	13.62%	2.98%	1.17%	3.54%	0.87%	3.07%	2.1%
2026/05/12	17.91%	18.54%	12.38%	11.59%	3.25%	1.19%	1.17%	4.36%	2.42%	1.6%
2026/05/13	20.68%	19.87%	12.95%	10.51%	3.28%	1.21%	2.6%	2.68%	2.1%	1.62%
2026/05/14	21.16%	21.58%	11.31%	12.21%	2.68%	2.13%	1.07%	2.13%	2.47%	1.43%
2026/05/15	20.34%	19.92%	13.95%	11.01%	4.35%	1.21%	2.03%	2.17%	2.33%	1.3%
2026/05/16	20.25%	20.01%	13.02%	11.11%	2.52%	1.26%	3.46%	1.78%	2.09%	1.56%
2026/05/17	20.31%	19.33%	12.95%	10.91%	1.84%	1.36%	2.66%	2.11%	2.08%	1.36%
2026/05/18	20.94%	19.62%	12.67%	12.55%	3.1%	1.18%	2.94%	1.4%	2.32%	1.45%
2026/05/19	23.1%	22.13%	12.48%	13.37%	1.88%	1.01%	1.43%	1.51%	1.22%	1.26%
2026/05/20	20.69%	21.83%	12.46%	12.61%	2.63%	1.64%	1.06%	1.53%	1.98%	0.62%
2026/05/21	19.01%	20.56%	12.41%	12.22%	2.23%	1.57%	1.76%	2.31%	1.53%	1.75%
2026/05/22	18.33%	17.92%	11.87%	12.83%	3.65%	2.12%	3.33%	2.33%	1.47%	1.49%
2026/05/23	20.13%	19.3%	11.07%	10.3%	3.52%	2.38%	3.43%	2.04%	1.37%	1.55%
2026/05/24	20.48%	19.83%	10.59%	11.66%	2.82%	2.21%	3.8%	1.97%	2.11%	1.31%
2026/05/25	19.47%	18.35%	9.71%	10.94%	3.72%	1.82%	5.18%	1.84%	1.46%	1.49%
2026/05/26	18.98%	18.35%	11.29%	10.03%	2.27%	2.42%	4.32%	1.3%	1.72%	0.87%
2026/05/27	17.88%	17.93%	10.29%	11.56%	2.58%	3.04%	4.11%	2.26%	2.28%	2.14%
2026/05/28	17.72%	18.53%	9.65%	11.06%	2.79%	2.71%	5.83%	2.01%	2%	1.53%
2026/05/29	17.12%	18.36%	10.16%	9.93%	2.21%	3.47%	3.97%	2%	3.05%	1.78%
2026/05/30	19.16%	19.59%	9.95%	11.38%	1.75%	2.91%	2.57%	2.29%	3.06%	1.27%
2026/05/31	18.27%	17.31%	11.42%	11.14%	3.11%	3.08%	2.86%	2.53%	2.23%	1.85%

getyourguide.com
viator.com
klook.com
tripadvisor.com
groupon.com.au
tripadvisor.com.au
agoda.com
redballoon.com.au
headout.com
tiqets.com

In May 2026, GetYourGuide and Viator dominated PPC impressions, with Viator peaking early. Klook and Tripadvisor showed fluctuations, while Groupon and Agoda had modest shares. The month ended with Viator leading.

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
Sydney BridgeClimb Experience | Climb Sydney Harbour Bridge https://www.bridgeclimb.com
The Ultimate Sydney Experience. Climb & Witness Stunning Opera House + Harbour Views. The Only Way to See Sydney at its Best. Limited Spots Available.
2
Brisbane to Lone Pine Koala Sanctuary - 4 ways to travel via train https://www.rome2rio.com
The cheapest way to get from Brisbane to Lone Pine Koala Sanctuary costs only $0, and the quickest way takes just 15 mins. Find the travel option that best suits you.
3
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.
4
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.
5
SEA LIFE Sydney Aquarium - Sydney aquarium https://www.visitsealife.com › sea_life
Walk Amongst Sharks In The Incredible Ocean Tunnel. Book Your Sea Life Sydney Adventure.

In the vibrant world of travel PPC, top ads reveal unique experiences. BridgeClimb offers an exclusive Sydney view, while Rome2Rio highlights cost-effective travel. Viator and Visit Melbourne entice with must-do activities, and SEA LIFE Sydney promises thrilling underwater adventures. Each ad captivates with distinct allure.

Frequently Asked Questions

Why is the AUS Travel Activities May 2026 Report useful and how should I use it?

Why is the AUS Travel Activities May 2026 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 2026 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 2026 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 2026 Report?

The AUS Travel Activities May 2026 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 May 2026 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Travel Activities May 2026 Report for?

The AUS Travel Activities May 2026 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.

Complete the form below to get started.
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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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.

AUS Travel Activities - PPC Market Share Analysis May 2026