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	11.2656873181
	88.7343126819

11%

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
getyourguide.com	20.35
viator.com	14.27
tripadvisor.com.au	13.58
adrenaline.com.au	1.8
queensland.com	1.72
carnival.com.au	1.62
booking.com	1.62
redballoon.com.au	1.56
luxuryescapes.com	1.54
culturalattractionsofaustralia.com	1.54
others	40.4

getyourguide.com - 20.35%
viator.com - 14.27%
tripadvisor.com.au - 13.58%
adrenaline.com.au - 1.8%
queensland.com - 1.72%
carnival.com.au - 1.62%
booking.com - 1.62%
redballoon.com.au - 1.56%
luxuryescapes.com - 1.54%
culturalattractionsofaustralia.com - 1.54%
others - 40.4%

In the travel activities sector, “others” dominate with 40.4% click share, while GetYourGuide leads individual advertisers at 20.35%.

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	getyourguide.com	tripadvisor.com.au	viator.com	adrenaline.com.au	carnival.com.au	booking.com	redballoon.com.au	intrepidtravel.com	luxuryescapes.com	royalcaribbean.com
2025/10/01	20.79%	16.41%	9.94%	2.47%	1.64%	1.68%	2.23%	1.54%	1.56%	2.59%
2025/10/02	19.74%	16.81%	10.45%	2.39%	2.07%	1.6%	2.33%	1.61%	1.65%	2.35%
2025/10/03	19.1%	17.02%	10.35%	1.62%	3.02%	1.91%	1.59%	1.47%	1.21%	2.56%
2025/10/04	20.94%	15.67%	10.13%	1.48%	1.65%	1.77%	1.87%	1.56%	1.59%	3.05%
2025/10/05	20.06%	16.56%	10.52%	1.37%	2.04%	1.89%	1.65%	1.58%	1.61%	2.94%
2025/10/06	19.51%	14.73%	10.11%	1.85%	2.27%	1.89%	2.37%	1.39%	1.57%	2.72%
2025/10/07	18.57%	15.08%	10.8%	1.27%	1.71%	1.7%	2.06%	1.59%	2.14%	2.79%
2025/10/08	19.38%	14.55%	10.39%	1.29%	1.55%	1.8%	1.79%	1.34%	1.52%	2.52%
2025/10/09	19.32%	16.06%	11.36%	1.33%	1.95%	1.64%	1.72%	1.6%	1.88%	1.68%
2025/10/10	18.54%	14.79%	11.04%	1.7%	2.19%	2.02%	2.67%	1.41%	2.05%	1.68%
2025/10/11	20.71%	14.48%	11.49%	1.41%	1.38%	1.95%	1.8%	1.42%	2.02%	1.51%
2025/10/12	20.65%	15.56%	11.46%	1.3%	1.32%	2.03%	2.09%	1.28%	2.07%	1.32%
2025/10/13	20.75%	12.49%	11.89%	1.69%	1.54%	1.67%	2.16%	1.48%	1.83%	1.55%
2025/10/14	21.1%	9.48%	10.6%	1.72%	1.94%	1.69%	1.81%	1.1%	2.16%	1.44%
2025/10/15	20.06%	15.4%	11.38%	1.42%	1.77%	1.66%	1.65%	1.36%	1.68%	1.47%
2025/10/16	18.87%	14.06%	11.77%	2.14%	2.29%	1.4%	1.66%	1.71%	1.51%	1.08%
2025/10/17	20.47%	12.24%	12.86%	1.68%	2%	1.5%	1.36%	1.82%	1.91%	1.3%
2025/10/18	20.64%	13.71%	13.43%	1.84%	2.08%	1.44%	1.61%	1.73%	1.45%	1.41%
2025/10/19	19.77%	16.46%	13.53%	1.78%	1.66%	1.36%	1.45%	1.59%	1.68%	1.12%
2025/10/20	18.68%	16.12%	12.79%	2.1%	1.49%	1.42%	1.53%	1.66%	1.86%	1.22%
2025/10/21	20.68%	10.29%	13.43%	2.23%	1.83%	1.65%	1.63%	1.69%	1.64%	1.19%
2025/10/22	21.28%	12.57%	13.37%	1.96%	1.79%	1.55%	1.37%	1.82%	1.45%	1.15%
2025/10/23	21.7%	13.33%	12.79%	2.55%	1.18%	1.56%	1.84%	1.79%	1.74%	0.82%
2025/10/24	20.56%	13.79%	13.87%	2.46%	1.46%	1.68%	1.59%	1.69%	1.66%	0.95%
2025/10/25	21.14%	14.32%	13.2%	2.58%	1.62%	1.73%	1.75%	1.7%	1.6%	1%
2025/10/26	21.48%	15.56%	12.93%	2.92%	1.55%	1.97%	1.63%	1.57%	1.53%	1.05%
2025/10/27	21.27%	16.93%	12.32%	2.87%	1.36%	1.56%	1.4%	1.74%	1.46%	1.01%
2025/10/28	22.5%	14.1%	12.3%	3.17%	1.53%	1.93%	1.53%	1.57%	1.64%	0.97%
2025/10/29	22.05%	13.83%	12.07%	2.63%	1.16%	1.88%	1.54%	1.44%	1.64%	0.96%
2025/10/30	21.45%	13.68%	12.08%	2.63%	1.37%	1.73%	1.53%	1.49%	1.34%	0.77%
2025/10/31	22.76%	14.86%	11.41%	2.36%	2.11%	1.81%	1.76%	1.54%	1.4%	0.35%

getyourguide.com
tripadvisor.com.au
viator.com
adrenaline.com.au
carnival.com.au
booking.com
redballoon.com.au
intrepidtravel.com
luxuryescapes.com
royalcaribbean.com

In October 2025, GetYourGuide.com led with a steady rise, peaking at 22.76%. TripAdvisor.com.au fluctuated, ending at 14.86%. Viator.com showed consistent growth, closing at 11.41%. Adrenaline.com.au and Carnival.com.au had modest gains, while RoyalCaribbean.com declined sharply, finishing at 0.35%.

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
2025/10/01	1688
2025/10/02	1653
2025/10/03	1682
2025/10/04	1684
2025/10/05	1708
2025/10/06	1688
2025/10/07	1670
2025/10/08	1681
2025/10/09	1670
2025/10/10	1696
2025/10/11	1687
2025/10/12	1664
2025/10/13	1663
2025/10/14	1677
2025/10/15	1678
2025/10/16	1676
2025/10/17	1701
2025/10/18	1661
2025/10/19	1699
2025/10/20	1717
2025/10/21	1720
2025/10/22	1730
2025/10/23	1732
2025/10/24	1721
2025/10/25	1751
2025/10/26	1767
2025/10/27	1732
2025/10/28	1696
2025/10/29	1743
2025/10/30	1721
2025/10/31	1780

October saw a dynamic shift in advertisers, starting at 1,688 and peaking at 1,780. The month concluded with a notable increase, highlighting a competitive landscape.

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
getyourguide.com	1.82%
viator.com	0.81%
adrenaline.com.au	0.8%
backpackerdeals.com	0.16%
sailing-whitsundays.com	0.15%
skyrail.com.au	-0.23%
australian.museum	-0.23%
luxuryescapes.com	-0.24%
royalcaribbean.com	-0.61%
visitmelbourne.com	-0.63%

GetYourGuide.com surged with a 1.82 increase, while VisitMelbourne.com dropped by 0.63. Viator.com and Adrenaline.com.au also saw gains, contrasting RoyalCaribbean.com’s 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	viator.com	getyourguide.com	tripadvisor.com.au	carnival.com.au	queensland.com	adrenaline.com.au	culturalattractionsofaustralia.com	redballoon.com.au	booking.com	visitmelbourne.com
2025/10/01	22.93%	17.44%	13.25%	1.41%	1.2%	2.05%	1.26%	1.87%	1.32%	1.08%
2025/10/02	22.91%	16.44%	13.75%	1.71%	1.33%	1.91%	1.49%	1.95%	1.41%	1.14%
2025/10/03	22.16%	16.01%	14.15%	2.25%	1.55%	1.2%	1.82%	1.23%	1.64%	1.52%
2025/10/04	22.02%	18.16%	12.8%	1.39%	1.17%	1.08%	1.91%	1.44%	1.52%	1.7%
2025/10/05	23.29%	17.06%	13.61%	1.64%	1.41%	0.99%	1.24%	1.3%	1.58%	1.16%
2025/10/06	22.04%	16.9%	12.18%	1.72%	1.65%	1.41%	1.41%	1.85%	1.55%	1.89%
2025/10/07	21.57%	16.03%	12.24%	1.51%	1.55%	0.95%	1.43%	1.61%	1.35%	2.34%
2025/10/08	21.36%	17.01%	12.05%	1.35%	1.82%	0.94%	1.91%	1.34%	1.53%	1.63%
2025/10/09	21.31%	16.9%	13.94%	1.63%	1.82%	1.03%	1.59%	1.28%	1.25%	2.37%
2025/10/10	20.9%	16.22%	12.69%	1.83%	1.47%	1.31%	1.72%	2.07%	1.75%	2.01%
2025/10/11	21.45%	18.23%	12.15%	1.19%	1.97%	1.03%	1.99%	1.34%	1.62%	1.79%
2025/10/12	20.26%	18.46%	13.32%	1.13%	1.5%	0.96%	1.79%	1.66%	1.69%	1.95%
2025/10/13	21.43%	18.1%	10.29%	1.46%	1.31%	1.26%	1.81%	1.68%	1.37%	2.51%
2025/10/14	18.81%	18.16%	7.71%	1.83%	2.4%	1.35%	2%	1.38%	1.36%	1.71%
2025/10/15	20.39%	17.59%	13.2%	1.75%	1.87%	1.1%	1.67%	1.33%	1.27%	2.05%
2025/10/16	21.02%	16.29%	11.79%	2.22%	2.47%	1.6%	2.24%	1.25%	1.07%	2.16%
2025/10/17	23.11%	17.82%	9.8%	1.91%	1.86%	1.25%	1.81%	1.05%	1.16%	1.6%
2025/10/18	23.5%	17.86%	11.26%	2.13%	1.48%	1.4%	1.7%	1.31%	1.15%	1.2%
2025/10/19	24.05%	16.97%	13.64%	1.68%	1.43%	1.32%	2.23%	1.18%	1.16%	1.21%
2025/10/20	22.58%	16.32%	13.6%	1.5%	1.8%	1.58%	1.73%	1.21%	1.14%	1.3%
2025/10/21	23.15%	18.13%	8.02%	1.87%	2.28%	1.8%	2.04%	1.41%	1.25%	1.99%
2025/10/22	23.37%	18.61%	9.86%	1.8%	1.97%	1.54%	1.41%	1.17%	1.27%	1.5%
2025/10/23	22.66%	19.38%	10.93%	1.23%	2.14%	2%	1.75%	1.52%	1.31%	1.47%
2025/10/24	24.72%	17.87%	11.11%	1.62%	2.32%	1.86%	1.51%	1.23%	1.47%	1.22%
2025/10/25	23.03%	18.45%	11.73%	1.78%	1.46%	1.99%	1.52%	1.41%	1.5%	1.15%
2025/10/26	22.47%	18.71%	12.82%	1.75%	1.41%	2.31%	1.4%	1.3%	1.9%	1.53%
2025/10/27	21.48%	18.78%	14.89%	1.48%	2.46%	2.4%	1.46%	1.14%	1.25%	1.02%
2025/10/28	21.58%	19.75%	11.27%	1.59%	2.28%	2.67%	1.42%	1.29%	1.85%	1%
2025/10/29	21.25%	19.48%	11.05%	1.15%	1.95%	2.14%	1.64%	1.3%	1.81%	1.11%
2025/10/30	21.36%	18.54%	10.74%	1.42%	1.78%	2.07%	2%	1.38%	1.59%	0.98%
2025/10/31	20.76%	19.62%	11.79%	2.11%	1.99%	1.79%	1.65%	1.58%	1.48%	0.97%

viator.com
getyourguide.com
tripadvisor.com.au
carnival.com.au
queensland.com
adrenaline.com.au
culturalattractionsofaustralia.com
redballoon.com.au
booking.com
visitmelbourne.com

Viator.com led October with fluctuating impressions, peaking mid-month. GetYourGuide.com showed a steady rise, ending strong. Tripadvisor.com.au experienced volatility, while Carnival.com.au and Queensland.com saw minor shifts. Adrenaline.com.au and CulturalAttractionsOfAustralia.com had consistent growth. RedBalloon.com.au and Booking.com maintained stability, and VisitMelbourne.com ended with a slight decline.

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 vibrant world of Google PPC, Royal Caribbean’s enticing 75% off cruises headline the list, promising adventure and savings. Meanwhile, Melbourne’s cultural allure shines through with Viator and Visit Melbourne highlighting must-do activities and iconic attractions, capturing the essence of exploration.

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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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.

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AUS Travel Activities - PPC Market Share Analysis November 2025