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AUS Travel Destinations - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Destinations 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 Destinations 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
booking.com 11.43
viator.com 9.04
hamiltonisland.com.au 6.5
getyourguide.com 6.12
crownhotels.com.au 4.99
tripadvisor.com.au 3.77
culturalattractionsofaustralia.com 2.9
myfiji.com 2.69
airbnb.com.au 2.68
discovertasmania.com.au 2.52
others 47.36

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In the travel PPC landscape, ‘booking.com’ leads with 11.43% click share, followed by ‘viator.com’ at 9.04%. ‘Others’ dominate with 47.36%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Travel Destinations 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 booking.com viator.com getyourguide.com intrepidtravel.com tripadvisor.com.au luxuryescapes.com crownhotels.com.au hamiltonisland.com.au holidaymax.com myfiji.com
2025/05/01 15.58% 8.37% 6.83% 3.94% 3.76% 2.19% 7.71% 4.5% 1.96% 3.92%
2025/05/02 10.88% 9.11% 7.79% 3.43% 2.71% 2.82% 2.48% 4.57% 1.85% 3.84%
2025/05/03 9.58% 9.8% 7.14% 3.76% 4.58% 2.2% 2.16% 1.3% 1.8% 2.76%
2025/05/04 10.64% 10.14% 7.9% 3.06% 4.93% 2.22% 0.42% 2.26% 1.48% 2.64%
2025/05/05 11.65% 8% 6.46% 3.68% 4.93% 3.08% 1.71% 5.81% 1.89% 4.2%
2025/05/06 10.25% 9.85% 8.75% 3.41% 3.95% 2.8% 0% 4.56% 2.13% 4.51%
2025/05/07 6.84% 11.2% 8.91% 3.57% 5.01% 2.18% 0% 0.05% 2.07% 3.22%
2025/05/08 13.52% 7.57% 4.91% 3.36% 3.36% 2.59% 5.38% 5.43% 1.5% 3.73%
2025/05/09 8.89% 8.8% 6.91% 4.71% 3.38% 2.38% 0% 2.99% 1.83% 5.5%
2025/05/10 10.44% 7.51% 6.31% 4.34% 3.9% 2.73% 6.65% 5.16% 1.64% 5.13%
2025/05/11 10.7% 9.29% 7.75% 3.77% 4.34% 1.83% 4.23% 2.74% 1.41% 4.05%
2025/05/12 11.5% 8.44% 6.93% 4.8% 3.6% 2.43% 5.85% 3.72% 1.73% 4.56%
2025/05/13 13.58% 7.95% 6.39% 4.4% 3.66% 2.12% 4.92% 4.76% 1.98% 4.39%
2025/05/14 12.77% 8.14% 6.1% 4.05% 3.69% 3.87% 5.66% 4.07% 1.89% 3.9%
2025/05/15 10.55% 8.63% 6.52% 4.4% 3.03% 2.56% 1.96% 4.22% 1.49% 4.03%
2025/05/16 13.39% 9.15% 7.37% 4.27% 4.48% 2.12% 2.47% 3.07% 1.16% 2.54%
2025/05/17 11.86% 8.85% 5.22% 4.51% 2.77% 4.16% 3.4% 3.92% 1.44% 2.59%
2025/05/18 13.57% 8.14% 7.78% 4.02% 2.73% 2.79% 3.75% 4.6% 1.29% 3.36%
2025/05/19 15.06% 8.07% 6.24% 4.61% 3.55% 3.64% 5.51% 1.98% 2.5% 1.96%
2025/05/20 8.49% 8.36% 5.81% 6.27% 2.01% 3.4% 1.38% 4.46% 1.85% 2.52%
2025/05/21 15.34% 7.39% 5.58% 5.23% 1.98% 2.61% 5.5% 2.08% 1.27% 2.71%
2025/05/22 15.7% 7.32% 4.57% 5.62% 1.52% 2.58% 3.93% 3.17% 1.58% 0%
2025/05/23 10.69% 8.87% 7.23% 5.33% 2.47% 2.05% 3.45% 2.2% 1.58% 0.73%
2025/05/24 7.69% 11.11% 7.69% 5.16% 2.46% 2.33% 2.38% 6.43% 1.72% 0.63%
2025/05/25 7.89% 12.02% 8.18% 5.91% 2.9% 3.28% 1.58% 2.15% 1.91% 0%
2025/05/26 9.64% 9.48% 6.73% 5.22% 3.64% 2.29% 3.56% 2.14% 1.51% 0.06%
2025/05/27 9.79% 9.76% 8.18% 5.48% 2.58% 2.78% 2.81% 4.34% 1.66% 0.01%
2025/05/28 12.39% 8.02% 6.13% 5.46% 2.92% 2.08% 6.96% 1.71% 2.01% 0.01%
2025/05/29 9.54% 7.38% 6.66% 4.69% 3.93% 2.44% 4.87% 4.79% 1.21% 2.84%
2025/05/30 7.17% 7.11% 5.75% 6.59% 3.85% 3.67% 3.53% 1.41% 1.08% 3.56%
2025/05/31 9.69% 7.36% 6.33% 5.67% 5.04% 3.48% 2.45% 2.41% 1.39% 0%

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In May 2025, booking.com led with fluctuating spend shares, peaking at 15.70%. Viator.com maintained steady growth, while getyourguide.com saw a dip mid-month. Intrepidtravel.com and tripadvisor.com.au showed consistent patterns, ending with slight increases.

Market Exposure

Competitor Count for AUS Travel Destinations

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
2025/05/01 717
2025/05/02 721
2025/05/03 739
2025/05/04 745
2025/05/05 731
2025/05/06 728
2025/05/07 745
2025/05/08 761
2025/05/09 757
2025/05/10 751
2025/05/11 774
2025/05/12 783
2025/05/13 760
2025/05/14 768
2025/05/15 781
2025/05/16 779
2025/05/17 768
2025/05/18 810
2025/05/19 781
2025/05/20 776
2025/05/21 765
2025/05/22 765
2025/05/23 763
2025/05/24 764
2025/05/25 771
2025/05/26 753
2025/05/27 749
2025/05/28 745
2025/05/29 738
2025/05/30 743
2025/05/31 734

Copyright © Adthena. All rights reserved.

May began with 717 advertisers, peaking at 810 mid-month. The month concluded with 734, reflecting a dynamic landscape.

Campaign Efficiency

Market Loss & Market Gains for AUS Travel Destinations

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
airbnb.com.au 1.76%
crownhotels.com.au 1.03%
discovertasmania.com.au 0.67%
intrepidtravel.com 0.64%
fijiairways.com 0.58%
westernaustralia.com -0.45%
tripadvisor.com.au -0.46%
hamiltonisland.com.au -1.12%
sovereignhill.com.au -1.85%
myfiji.com -2.54%

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Airbnb.com.au soared with a 1.76% click share increase, while myfiji.com faced a 2.54% decline. Crownhotels.com.au and discovertasmania.com.au also gained, contrasting sovereignhill.com.au’s drop.

Campaign Efficiency

AUS Travel Destinations 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 booking.com viator.com getyourguide.com tripadvisor.com.au airbnb.com.au crownhotels.com.au luxuryescapes.com intrepidtravel.com culturalattractionsofaustralia.com hamiltonisland.com.au
2025/05/01 22.55% 8.12% 6.49% 3.19% 0.54% 11.19% 1.93% 1.67% 1.84% 2.93%
2025/05/02 15.91% 10.42% 9.49% 2.92% 1.6% 3.94% 3.05% 1.35% 2.18% 3.07%
2025/05/03 14.94% 10.13% 7.34% 4.4% 2.19% 3.06% 1.67% 1.56% 2.55% 0.68%
2025/05/04 16.06% 10% 8.69% 4.3% 2.64% 0.94% 1.97% 1.28% 3.02% 1.27%
2025/05/05 18.41% 8.22% 7% 4.27% 1.87% 2.7% 2.43% 1.68% 2.69% 3.76%
2025/05/06 15.45% 11.87% 10.13% 3.83% 3.83% 0% 2.44% 1.39% 2.48% 2.81%
2025/05/07 9.89% 12.52% 9.95% 4.93% 3.08% 0% 1.78% 1.43% 3.45% 0.04%
2025/05/08 19.79% 8.2% 5.09% 4.15% 1.17% 7.13% 2.22% 2.08% 2.82% 3.27%
2025/05/09 13.89% 10.63% 7.29% 3.63% 2.01% 0% 1.95% 1.99% 2.8% 1.98%
2025/05/10 14.11% 8.4% 6.86% 4.35% 1.8% 8.74% 2.67% 2.01% 2.09% 3.46%
2025/05/11 15.31% 9.63% 8.56% 4.9% 2.38% 5.82% 1.58% 1.55% 1.91% 1.57%
2025/05/12 18.14% 8.84% 6.89% 3.38% 2.12% 8.23% 2.25% 2.04% 1.85% 2.23%
2025/05/13 19.11% 8.26% 6.43% 3.37% 1.27% 7.22% 2.06% 1.68% 2.1% 2.8%
2025/05/14 18.51% 8.41% 5.91% 3.02% 2.2% 7.46% 4.3% 1.69% 2.58% 2.47%
2025/05/15 17.88% 8.47% 5.87% 2.71% 2.02% 4.27% 2.49% 1.73% 3.6% 2.56%
2025/05/16 20.01% 9.87% 7.36% 3.68% 0.84% 4.13% 2.38% 1.65% 2.27% 1.9%
2025/05/17 18.65% 9.35% 5.07% 2.97% 2% 4.53% 4.35% 1.77% 2.98% 1.93%
2025/05/18 18.33% 8.54% 8.22% 2.81% 1.96% 5.74% 2.75% 1.84% 2.66% 2.72%
2025/05/19 21.26% 9.08% 6.54% 4.51% 2.56% 6.8% 3.39% 2.02% 2.58% 1.12%
2025/05/20 12.84% 10.5% 6.33% 2.09% 3.31% 1.25% 3.77% 2.52% 2.83% 2.78%
2025/05/21 22.17% 8.22% 5.85% 1.89% 3.01% 7.93% 2.46% 2.07% 2.51% 1.1%
2025/05/22 23.39% 8.18% 4.46% 1.69% 3.79% 5.47% 2.62% 2.27% 2.82% 1.68%
2025/05/23 16.42% 9.93% 7.13% 2.54% 4.19% 5.89% 1.9% 1.93% 2.82% 1.14%
2025/05/24 10.59% 13.9% 8.92% 2.81% 4.54% 3.47% 1.86% 2.19% 2.66% 4.01%
2025/05/25 12.37% 13.84% 8.52% 3.05% 3.48% 3.3% 3.34% 2.48% 2.24% 1.25%
2025/05/26 14.26% 10.57% 7.28% 4.55% 5.2% 5.17% 2.02% 2.27% 3.37% 1.29%
2025/05/27 13.76% 11.86% 9.73% 2.76% 3.82% 3.41% 2.92% 2.05% 2.15% 2.53%
2025/05/28 17.74% 8.41% 6.2% 2.86% 5.1% 10.06% 2% 1.96% 1.8% 0.96%
2025/05/29 14.28% 8.17% 6.86% 3.69% 4.71% 7.61% 2.31% 1.74% 2.72% 2.84%
2025/05/30 10.95% 8.93% 6.95% 5.37% 3.66% 4.72% 3% 3.23% 2.04% 1%
2025/05/31 14.2% 8.19% 6.95% 5.67% 5.61% 3.93% 3.22% 2.38% 1.77% 1.33%

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In May 2025, booking.com led with fluctuating impressions, peaking at 23.39% on May 22. Viator and GetYourGuide showed steady shares, while Tripadvisor and Airbnb saw gradual increases. Crownhotels and LuxuryEscapes had varied trends, ending with moderate shares.

Campaign Efficiency

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

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. 1
    Crown Metropol Melbourne http://www.booking.com › crown_metropol › melbourne

    Melbourne. Book now. Book at Crown Metropol Melbourne...

  2. 2
    Crown Hotels Melbourne https://www.crownhotels.com.au

    Crown Hotels — Join Crown Direct For Exclusive Rates, Crown Hotel Offers, Room Upgrades & More Benefits! Stylish...

  3. 3
    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.

  4. 4
    Whitsundays All-Inclusive https://www.discoveraustralia.com.au

    Package Deal Sale. All-Inclusive Luxury, with Flights. Compare Exclusive Early Birds. Save 31% on Luxury Holidays. Bucket-List Touring Experiences. Selling...

  5. 5
    Crown Towers Melbourne - Guest Reservations https://www.guestreservations.com/

    8 Whiteman Street Southbank, Melbourne, AU. Book This Melbourne Hotel Now & Save...

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In the competitive landscape of Melbourne’s travel scene, Booking.com and Crown Hotels dominate with enticing offers. Booking.com highlights the allure of Crown Metropol, while Crown Hotels promises exclusive rates and upgrades. Cultural Attractions of Australia captivates with iconic experiences, and Discover Australia tempts with luxury Whitsundays packages. Guest Reservations rounds out the top five, emphasizing savings at Crown Towers.

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