Why is the AUS Travel Destinations February 2026 Report useful and how should I use it?

Why is the AUS Travel Destinations February 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 Destinations February 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 Destinations February 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 Destinations February 2026 Report?

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

Who is this AUS Travel Destinations February 2026 Report for?

The AUS Travel Destinations February 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 Destinations - PPC Market Share Analysis February 2026

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.

Google AI Overview visibility for Travel Destinations 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	23.8807506421
	76.1192493579

23%

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	38
	62

38%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	21%
Transactional	1%
Navigational	1%
Seasonal	1%
Local	7%
Problem Solving	4%

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

Share of Clicks - Last month
Domain	Share of clicks
getyourguide.com	26.49
viator.com	17.65
klook.com	13.71
tripadvisor.com	11.05
groupon.com.au	4.62
agoda.com	3.81
tiqets.com	3.25
sailing-whitsundays.com	2.24
headout.com	2.23
booking.com	1.65
others	13.3

getyourguide.com - 26.49%
viator.com - 17.65%
klook.com - 13.71%
tripadvisor.com - 11.05%
groupon.com.au - 4.62%
agoda.com - 3.81%
tiqets.com - 3.25%
sailing-whitsundays.com - 2.24%
headout.com - 2.23%
booking.com - 1.65%
others - 13.3%

GetYourGuide leads with 26.49% click share, followed by Viator at 17.65%. Others collectively hold 13.30%, showcasing 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.

See more data

Share of Spend - Last Month

Share of Spend - Last Month
Date	getyourguide.com	viator.com	klook.com	tripadvisor.com	booking.com	sailing-whitsundays.com	agoda.com	tiqets.com	headout.com	groupon.com.au
2026/02/01	23.8%	17.52%	15.77%	14.67%	0.95%	3.83%	2.2%	3.2%	2.32%	4.69%
2026/02/02	25.14%	19.46%	10.96%	10.03%	1.94%	2.54%	2.66%	5.17%	1.77%	5.18%
2026/02/03	25.27%	17.75%	11.82%	11.02%	1.1%	3.06%	2.32%	5.81%	2.37%	5.12%
2026/02/04	25.9%	18%	16.81%	11.54%	1.45%	3.32%	2.96%	2.67%	1.93%	3.87%
2026/02/05	24.76%	16.51%	17.85%	10.16%	1%	3.48%	2.7%	3.51%	1.47%	4.64%
2026/02/06	24.97%	16.74%	19.42%	10.58%	1.72%	3.72%	2.08%	2.97%	0.81%	4.53%
2026/02/07	27.35%	20.27%	13.84%	11.09%	1.3%	2.98%	4.23%	2.19%	1.33%	4.84%
2026/02/08	26.28%	15.88%	13.83%	12.08%	0.99%	3.42%	3.17%	2.76%	2.18%	5.18%
2026/02/09	27.84%	16.26%	14.67%	13.76%	0.78%	3.11%	2.19%	2.64%	1.92%	6.81%
2026/02/10	27.79%	17.78%	13.23%	13.97%	0.76%	2.66%	3.76%	3.47%	2.17%	4.86%
2026/02/11	27.81%	17.42%	13.11%	12.7%	1.32%	2.84%	4.21%	2.26%	2.29%	4.86%
2026/02/12	26.78%	17.92%	13.48%	13.47%	1.09%	2.97%	3.62%	2.64%	2.46%	4.32%
2026/02/13	24.43%	16.37%	19.58%	10.96%	1.68%	3.64%	2.43%	3.03%	0.92%	4.52%
2026/02/14	26.61%	19.72%	13.94%	11.47%	1.26%	3.1%	4.65%	2.34%	1.5%	4.89%
2026/02/15	25.84%	15.61%	13.76%	12.46%	0.97%	3.61%	3.23%	2.9%	2.22%	5.29%
2026/02/16	27.41%	16.02%	14.65%	14.04%	0.77%	3.29%	2.31%	2.71%	1.89%	6.94%
2026/02/17	28.88%	17.2%	11.58%	11.95%	2.61%	3.77%	3.19%	3.28%	2.64%	3%
2026/02/18	26.83%	16.74%	12.48%	10.74%	4.27%	4.29%	4.14%	2.98%	1.93%	3.51%
2026/02/19	23.75%	16.27%	12.3%	12.47%	4.68%	3.61%	3.48%	4.19%	2.57%	3.41%
2026/02/20	23.75%	16.49%	11.18%	12.33%	3.89%	4.22%	2.97%	5.8%	1.34%	4.11%
2026/02/21	25.07%	16.44%	11.1%	11.68%	2.4%	3.96%	2.84%	4.55%	2.54%	3.26%
2026/02/22	24.6%	17.27%	10.64%	9.74%	3.31%	3.5%	3.38%	3.62%	2.33%	2.78%
2026/02/23	26.84%	16.96%	11.23%	11.71%	1.3%	3.43%	3.06%	6.11%	2.28%	3.67%
2026/02/24	24.57%	15.54%	11.73%	9.92%	4.18%	4.41%	3.29%	4.23%	2.37%	3.31%
2026/02/25	26.98%	14.5%	12.91%	9.19%	3.26%	3.16%	3.91%	2.93%	2.7%	3.09%
2026/02/26	28.03%	15.42%	12.21%	10.3%	3.26%	3.03%	3.86%	3.05%	2.3%	3.49%
2026/02/27	24.64%	16.77%	12.23%	9.37%	8.37%	4.88%	2.89%	3.83%	2.02%	2.45%
2026/02/28	24.92%	16.26%	12.06%	7.82%	4.64%	4.55%	3.73%	2.64%	2.49%	2.49%

getyourguide.com
viator.com
klook.com
tripadvisor.com
booking.com
sailing-whitsundays.com
agoda.com
tiqets.com
headout.com
groupon.com.au

In February 2026, GetYourGuide led with a peak spend share of 28.88% on the 17th. Viator fluctuated, peaking at 20.27% on the 7th. Klook and Tripadvisor saw declines, while Booking.com surged late month. The month ended with GetYourGuide maintaining dominance.

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

Competitor Count - Last month
Date	Competitor Count
2026/02/01	506
2026/02/02	484
2026/02/03	493
2026/02/04	484
2026/02/05	452
2026/02/06	478
2026/02/07	478
2026/02/08	460
2026/02/09	465
2026/02/10	452
2026/02/11	460
2026/02/12	474
2026/02/13	478
2026/02/14	478
2026/02/15	460
2026/02/16	465
2026/02/17	437
2026/02/18	437
2026/02/19	456
2026/02/20	426
2026/02/21	463
2026/02/22	453
2026/02/23	438
2026/02/24	458
2026/02/25	460
2026/02/26	465
2026/02/27	432
2026/02/28	442

In February 2026, distinct advertisers fluctuated, starting at 506, dipping to 426 mid-month, and closing at 442.

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

Market Loss & Market Gains - Last month
Name	Market Trend
booking.com	1.56%
headout.com	0.79%
tourradar.com	0.66%
tiqets.com	0.66%
darlingharbour.com	0.59%
getyourguide.com	-0.5%
groupon.com.au	-0.67%
tripadvisor.com	-0.67%
viator.com	-0.76%
klook.com	-2.63%

Booking.com surged with a 1.56 increase, while Klook.com dropped by 2.63. Headout.com and Tourradar.com gained, contrasting Viator.com’s decline.

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	getyourguide.com	viator.com	klook.com	tripadvisor.com	agoda.com	booking.com	groupon.com.au	sailing-whitsundays.com	tiqets.com	headout.com
2026/02/01	24.89%	17.17%	15.65%	14.19%	3.61%	0.75%	6.18%	2.88%	4.34%	2.17%
2026/02/02	23.72%	18%	14%	12.45%	4.13%	1.48%	6.82%	1.82%	5.18%	1.89%
2026/02/03	24.73%	17.76%	11.59%	13.61%	4.02%	0.68%	6.44%	2.3%	6.72%	2.46%
2026/02/04	23.98%	16.66%	21.01%	12.78%	5.17%	0.93%	4.72%	2.33%	3.09%	1.72%
2026/02/05	24.86%	17.04%	18.94%	11.31%	4.64%	0.68%	5.26%	2.6%	4.57%	1.48%
2026/02/06	24.23%	16.18%	21.71%	12.57%	3.54%	1.28%	5.45%	2.94%	3.3%	1.07%
2026/02/07	24.79%	18.3%	16.7%	12.45%	7.19%	0.89%	5.91%	2.27%	2.45%	1.72%
2026/02/08	25.41%	16.54%	15%	13.99%	5.06%	0.74%	6.38%	2.51%	3.12%	1.78%
2026/02/09	26.42%	15.55%	16.5%	14.74%	3.86%	0.51%	8.6%	2.28%	2.8%	1.49%
2026/02/10	26.19%	16.78%	15.62%	15.17%	5.86%	0.61%	5.99%	1.98%	3.69%	1.83%
2026/02/11	25.9%	16.83%	14.54%	14.08%	7.23%	1.15%	5.69%	2.09%	2.55%	2.09%
2026/02/12	25.23%	16.95%	14.81%	14.45%	5.45%	0.85%	5.24%	2.23%	3.32%	2.28%
2026/02/13	24.23%	16.18%	21.71%	12.57%	3.54%	1.28%	5.45%	2.94%	3.3%	1.07%
2026/02/14	24.79%	18.3%	16.7%	12.45%	7.19%	0.89%	5.91%	2.27%	2.45%	1.72%
2026/02/15	25.41%	16.54%	15%	13.99%	5.06%	0.74%	6.38%	2.51%	3.12%	1.78%
2026/02/16	26.42%	15.55%	16.5%	14.74%	3.86%	0.51%	8.6%	2.28%	2.8%	1.49%
2026/02/17	28.73%	17.45%	14.24%	12.3%	4.51%	1.88%	3.82%	2.67%	3.49%	2.39%
2026/02/18	26.73%	17.38%	14.01%	11.79%	5.66%	2.6%	4.18%	2.88%	3.7%	2.33%
2026/02/19	22.91%	16.23%	13.67%	13.44%	4.94%	3.92%	4.26%	2.71%	4.67%	2.56%
2026/02/20	23.9%	17.28%	13.14%	13.87%	4.27%	2.65%	4.34%	2.96%	6.26%	1.61%
2026/02/21	24.96%	16.82%	12.56%	13.15%	3.87%	2.13%	4.01%	3.09%	5.32%	2.71%
2026/02/22	25.11%	17.61%	12.51%	11.89%	5.21%	2.67%	4.29%	2.44%	4.11%	2.4%
2026/02/23	25.34%	17.13%	13.17%	12.81%	4.48%	0.88%	4.8%	2.96%	5.99%	2.27%
2026/02/24	23.86%	15.73%	13.53%	10.7%	4.97%	4%	4.46%	3.72%	4.7%	2.27%
2026/02/25	25.35%	15.72%	14.01%	10.73%	4.8%	3.48%	3.81%	2.75%	3.74%	2.35%
2026/02/26	26.34%	16.77%	12.63%	11.67%	4.8%	3.3%	4.12%	2.62%	3.78%	2.28%
2026/02/27	26.1%	17.03%	13.55%	9.55%	4.13%	5.99%	3.3%	4.27%	4.37%	2.26%
2026/02/28	25.95%	16.67%	13.39%	9.81%	4.98%	3.85%	3.58%	3.38%	3.08%	2.74%

getyourguide.com
viator.com
klook.com
tripadvisor.com
agoda.com
booking.com
groupon.com.au
sailing-whitsundays.com
tiqets.com
headout.com

In February 2026, GetYourGuide led with a steady impression share, peaking mid-month. Viator and Klook showed fluctuations, while Tripadvisor’s share declined. Agoda and Booking.com saw varied trends, with Groupon and Sailing Whitsundays maintaining moderate shares. Tiqets and Headout had minor shifts, ending the month with stable 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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Google Text Ad Copy Insights & Creative Trends for AUS Travel Destinations - Last month

1
Things to See in Sydney https://www.culturalattractionsofaustralia.com
Cultural Tourist Attractions — Visit the Cultural Attractions of Australia website for details, pricing and how to book. Premium ways to experience Sydney's cultural & indigenous tourist attractions. Australia-wide locations.
2
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...
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
Save Up To 20%* On Your Stay | Plus 30% Off* Buggy Hire https://www.hamiltonisland.com.au › endless-summer › offer
Save up to 20% on select hotels and 30% on buggy hire* when you stay 3+ nights in Feb/Mar. Limited Feb/Mar offer! Save 20%* on select accommodation for stays...
5
Top 10 Things to Do in Sydney - Must Do in Sydney https://www.viator.com › things-to-do › sydney
Discover Sydney's iconic landmarks & activities. Book now for unforgettable memories!

In the vibrant world of Google PPC, top-performing ads reveal a tapestry of cultural allure and luxury escapes. From Cultural Attractions of Australia enticing with premium Sydney experiences, to Discover Australia offering Whitsundays’ all-inclusive luxury, each ad weaves a unique narrative. GetYourGuide highlights Melbourne’s iconic sites, while Hamilton Island tempts with enticing discounts. Viator rounds off with Sydney’s must-see landmarks, promising unforgettable memories.

Frequently Asked Questions

Why is the AUS Travel Destinations February 2026 Report useful and how should I use it?

Why is the AUS Travel Destinations February 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 Destinations February 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 Destinations February 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 Destinations February 2026 Report?

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

The AUS Travel Destinations February 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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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

Get the full picture

See this data specific to your brand performance

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 Destinations - PPC Market Share Analysis February 2026