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AUS Travel Destinations - PPC Market Share Analysis April 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 9.91
viator.com 9.34
hamiltonisland.com.au 7.23
getyourguide.com 6.97
myfiji.com 4.11
crownhotels.com.au 3.72
tripadvisor.com.au 3.37
culturalattractionsofaustralia.com 2.69
discovertasmania.com.au 2.41
intrepidtravel.com 2
others 48.25

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In the travel PPC landscape, ‘others’ dominate with 48.25% click share. Booking.com leads individual advertisers at 9.91%, followed by Viator at 9.34%.

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 viator.com getyourguide.com booking.com intrepidtravel.com tripadvisor.com.au myfiji.com luxuryescapes.com hamiltonisland.com.au bridgeclimb.com crownhotels.com.au
2025/04/01 6.54% 5.97% 10.94% 4.49% 1.82% 3.68% 3.62% 3.94% 1.37% 4.49%
2025/04/02 6.55% 4.29% 9.13% 4.57% 1.73% 3.26% 1.83% 8.01% 0.36% 6.2%
2025/04/03 4.95% 4.21% 10.18% 5.11% 1.13% 3.29% 2.18% 5.41% 1.56% 8.82%
2025/04/04 9.13% 6.86% 6.4% 4.45% 2.57% 3.16% 1.25% 3.91% 0.69% 1.43%
2025/04/05 6.99% 6.23% 8.72% 4.11% 1.94% 6.18% 3.78% 4.52% 2.25% 1.17%
2025/04/06 7.85% 6.13% 10.2% 3.83% 2.25% 4.81% 2.74% 4.96% 1.44% 2.26%
2025/04/07 8.54% 5.57% 8.76% 3.24% 2.95% 5.37% 3.24% 3.95% 4.08% 0.98%
2025/04/08 8.77% 6.93% 9.69% 4% 2.97% 5.65% 2.37% 5.99% 0.54% 3.67%
2025/04/09 10.18% 8.21% 11.49% 3.19% 4.22% 3.47% 2.24% 4.36% 0.53% 0.55%
2025/04/10 7.85% 6.43% 11.25% 3.35% 3.66% 3.85% 3.45% 5.48% 0.25% 3.89%
2025/04/11 8.69% 7.09% 9.25% 2.86% 3.56% 3.68% 1.43% 5.1% 0.94% 3.03%
2025/04/12 6.37% 4.64% 11.83% 2.43% 2.57% 3.4% 2.33% 4.32% 3.24% 6.99%
2025/04/13 6.43% 5.75% 9.88% 2.56% 1.9% 3.63% 2.6% 2.9% 0.79% 4.03%
2025/04/14 9.6% 8.28% 11.21% 3.04% 3.82% 1.41% 1.67% 3.81% 2.03% 3.14%
2025/04/15 8.21% 7.75% 10.81% 3.19% 3.77% 1.8% 1.88% 8.05% 1.55% 2.79%
2025/04/16 9.18% 6.54% 11.71% 4.21% 3.3% 1.89% 1.72% 1.45% 3.24% 4.41%
2025/04/17 10.09% 8.73% 8.62% 2.76% 4.05% 3.89% 1.69% 10.32% 2.5% 4.31%
2025/04/18 6.48% 4.74% 9.72% 3.71% 2.89% 5.76% 2.12% 2.58% 0% 3.57%
2025/04/19 13.27% 11.61% 10.66% 3.44% 4.16% 1.76% 1.08% 3.07% 4.77% 0.96%
2025/04/20 13.13% 9.48% 14.5% 3.47% 3.68% 1.46% 2.33% 3.58% 5.3% 0%
2025/04/21 11.86% 9.95% 13.82% 4.2% 3.25% 1.65% 1.53% 3.66% 4.04% 1.27%
2025/04/22 11.14% 8.75% 12.14% 4.29% 5.11% 1.55% 1.63% 3.8% 3.54% 0.47%
2025/04/23 9.4% 7.97% 9% 3.97% 4.01% 2.65% 4.42% 1.72% 0.31% 0%
2025/04/24 10.92% 8.58% 13.41% 3.75% 4.7% 3.45% 1.97% 0.04% 1.26% 6.3%
2025/04/25 8.41% 7.63% 14% 4.28% 3.36% 4.02% 2.26% 1.57% 0.3% 3.18%
2025/04/26 12.3% 9.71% 8.9% 3.73% 4.42% 4.22% 2.72% 3.14% 0% 0%
2025/04/27 10.91% 8.29% 10.61% 4.29% 4.8% 4.49% 2.56% 0.02% 0.67% 0.84%
2025/04/28 8.72% 7.06% 8.61% 5.44% 3.82% 5.4% 3.7% 5% 0.79% 0%
2025/04/29 8.83% 6.7% 9.94% 6.12% 4.95% 5.49% 2.62% 3.04% 1.12% 0%
2025/04/30 9.6% 7.94% 7.74% 6.49% 5.36% 4.9% 3.37% 1.4% 1.05% 0.9%

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In April 2025, Viator’s PPC spend share fluctuated, peaking at 13.27% on April 19. Booking.com consistently led, reaching 14.5% on April 20. Intrepidtravel.com saw a gradual rise, ending at 6.49%.

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
2025/04/01 756
2025/04/02 754
2025/04/03 761
2025/04/04 770
2025/04/05 766
2025/04/06 832
2025/04/07 810
2025/04/08 784
2025/04/09 783
2025/04/10 777
2025/04/11 785
2025/04/12 783
2025/04/13 788
2025/04/14 785
2025/04/15 761
2025/04/16 745
2025/04/17 693
2025/04/18 701
2025/04/19 747
2025/04/20 764
2025/04/21 759
2025/04/22 749
2025/04/23 741
2025/04/24 747
2025/04/25 752
2025/04/26 747
2025/04/27 746
2025/04/28 741
2025/04/29 728
2025/04/30 742

Copyright © Adthena. All rights reserved.

April began with 756 advertisers, peaking at 832 on April 6. A decline followed, reaching 693 on April 17. The month concluded with 742 advertisers, reflecting a dynamic fluctuation.

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
viator.com 2.84%
getyourguide.com 2.46%
booking.com 1.82%
scenicworld.com.au 1.06%
tripadvisor.com.au 1.06%
discoveryholidayparks.com.au -0.71%
skypoint.com.au -1.36%
discovertasmania.com.au -2.2%
crownhotels.com.au -3.04%
hamiltonisland.com.au -3.18%

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Viator.com leads with a 2.84% click share rise, followed by GetYourGuide.com at 2.46%. Booking.com gains 1.82%, while ScenicWorld.com.au and TripAdvisor.com.au both increase by 1.06%. Conversely, HamiltonIsland.com.au drops by 3.18%, and CrownHotels.com.au by 3.04%.

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 intrepidtravel.com luxuryescapes.com culturalattractionsofaustralia.com discovertasmania.com.au hamiltonisland.com.au crownhotels.com.au
2025/04/01 14.26% 7.01% 6.59% 1.91% 1.78% 3.9% 2.36% 0.39% 3.25% 4.6%
2025/04/02 13.74% 7.87% 4.86% 1.98% 1.68% 1.43% 2.9% 0.61% 5.18% 8.11%
2025/04/03 13.83% 5.27% 4.49% 1.18% 2.28% 2.69% 1.86% 1.49% 3.68% 13.08%
2025/04/04 8.44% 11.46% 8.63% 3.62% 2.11% 1.12% 2.57% 0.95% 2.53% 2.53%
2025/04/05 13.5% 8.57% 7.57% 2.27% 2.14% 3.16% 2.64% 2.37% 2.56% 2.25%
2025/04/06 13.37% 9.15% 6.97% 2.53% 1.98% 2.7% 2.83% 2.47% 3% 2.94%
2025/04/07 13.93% 9.17% 5.93% 2.85% 1.52% 3.07% 3.03% 3.53% 2.55% 1.82%
2025/04/08 14.79% 10.17% 7.37% 2.89% 1.7% 2.32% 2.78% 3.29% 4.01% 5.29%
2025/04/09 15.74% 11.16% 9.61% 4.2% 1.2% 1.96% 2.52% 4.36% 2.81% 1.07%
2025/04/10 16.16% 8.11% 6.87% 3.3% 2.1% 4.2% 2.62% 2.96% 3.68% 6.09%
2025/04/11 13.18% 9.38% 8.66% 3.34% 1.33% 1.55% 2.71% 1.75% 3.46% 4.94%
2025/04/12 15.88% 6.87% 5.18% 2.61% 1% 1.92% 1.29% 1.79% 2.75% 9.66%
2025/04/13 12.62% 7.39% 6.89% 2.01% 1.05% 2.27% 2.93% 3.89% 1.94% 5.82%
2025/04/14 15.77% 9.61% 8.75% 3.26% 1.07% 1.52% 2.32% 2.83% 2.33% 4.42%
2025/04/15 14.48% 8.86% 8.15% 3.37% 1.29% 1.67% 2.33% 1.93% 5.26% 3.75%
2025/04/16 15.28% 9.41% 7.22% 2.94% 1.69% 1.45% 1.41% 2.21% 1% 5.96%
2025/04/17 12.56% 10.39% 9.48% 3.09% 1.27% 1.78% 1.43% 2.46% 7.52% 6.53%
2025/04/18 14.1% 6.96% 5.27% 2.43% 1.55% 2.16% 1.26% 4.3% 1.89% 5.68%
2025/04/19 13.81% 14.43% 12.88% 3.88% 2.38% 1.04% 2.46% 1.14% 1.74% 1.59%
2025/04/20 19.79% 13.6% 10.82% 2.9% 1.53% 2.29% 2.29% 1.16% 2.14% 0%
2025/04/21 20.16% 13.04% 11.6% 2.84% 2.02% 1.34% 2.39% 1.87% 2.22% 1.58%
2025/04/22 17.04% 11.42% 9.33% 4.54% 2.18% 1.67% 2.43% 0.54% 2.46% 0.87%
2025/04/23 11.39% 10.63% 9.3% 3.2% 1.39% 5.07% 3.15% 0.51% 1.02% 0%
2025/04/24 18.61% 12.13% 9.29% 4.68% 1.49% 1.78% 3.06% 1.02% 0.03% 8.63%
2025/04/25 20.25% 9.54% 8.47% 2.66% 1.68% 2.43% 2.29% 0.45% 1.1% 4.36%
2025/04/26 12.64% 12.1% 11.5% 3.92% 1.84% 2.52% 2.69% 0.57% 1.79% 0%
2025/04/27 13.53% 11.9% 8.91% 4.14% 2.54% 2.6% 2.24% 0.68% 0.01% 0.86%
2025/04/28 12.51% 9.25% 7.21% 3.89% 2.81% 3.4% 2.72% 0.52% 3.19% 0%
2025/04/29 14.48% 10.33% 8.18% 4.71% 2.63% 2.56% 3.37% 0.41% 2.04% 0%
2025/04/30 11.7% 10.01% 9.41% 4.16% 3.19% 3.11% 2.47% 1% 0.99% 0.96%

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April saw dynamic shifts in PPC impressions. Booking.com led with peaks mid-month, while Viator surged late. GetYourGuide and Tripadvisor showed steady growth. Hamilton Island and Crown Hotels fluctuated, ending with lower 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
    Darling Harbour Accommodation http://www.booking.com › booking

    Browse Our Top 10 Hotels — Book your Accommodation in Darling...

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

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

  3. 3
    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 Fast - Book Now. Comapre All Packages.

  4. 4
    Official Hamilton Island Site | Your Perfect Island Retreat https://hamiltonisland.com.au › hamiltonisland › holidays

    Official Site, Book Direct. It’s The Perfect Time To Plan Your Getaway To Hamilton Island. Experience The Beauty Of The Whitsundays With An...

  5. 5
    Fiji Holidays Packages & Deals 2025/2026 - Luxury Escapes https://www.luxuryescapes.com

    Don't Miss Out on a Holiday to Your Dream Destination. Flexible Date Changes Through 2025.

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In the competitive world of travel PPC, Booking.com entices with top hotel picks in Darling Harbour, while Crown Hotels lures with exclusive rates and upgrades. Discover Australia offers all-inclusive Whitsundays luxury, and Hamilton Island promises a perfect island retreat. Luxury Escapes tempts with flexible Fiji holiday deals.

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