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AUS Travel Destinations - PPC Market Share Analysis August 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.

Destinations – AUS

Google AI Overview visibility for Travel Destinations 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 35.5667959535
64.4332040465
35%

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 29
71
28%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 14%
Transactional 2%
Navigational 2%
Seasonal 1%
Local 6%
Problem Solving 3%

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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 25.45
viator.com 16.29
klook.com 14.11
tripadvisor.com.au 10.42
headout.com 3.76
agoda.com 2.55
hamiltonisland.com.au 2.27
booking.com 2.07
tiqets.com 1.72
tripadvisor.com 1.71
others 19.65
  • getyourguide.com - 25.45%
  • viator.com - 16.29%
  • klook.com - 14.11%
  • tripadvisor.com.au - 10.42%
  • headout.com - 3.76%
  • agoda.com - 2.55%
  • hamiltonisland.com.au - 2.27%
  • booking.com - 2.07%
  • tiqets.com - 1.72%
  • tripadvisor.com - 1.71%
  • others - 19.65%

Copyright © Adthena. All rights reserved.

In the travel PPC landscape, getyourguide.com leads with 25.45% click share, followed by viator.com at 16.29%. Others collectively hold 19.65%, 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. 

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Share of Spend - Last Month
Share of Spend - Last Month
Date getyourguide.com klook.com viator.com tripadvisor.com.au headout.com booking.com luxuryescapes.com hamiltonisland.com.au agoda.com tripadvisor.com
2026/08/01 21.73% 11.98% 14.14% 0.82% 3.3% 5.43% 4.32% 1.84% 3.39% 9.17%
2026/08/02 20.62% 12.04% 16.43% 0.86% 4.49% 4.34% 3.52% 2.44% 2.73% 10.5%
2026/08/03 20% 12.63% 15.48% 0.53% 3.13% 5.19% 3.63% 1.97% 2.53% 9.86%
2026/08/04 19.53% 8.57% 12.03% 4.2% 2.26% 7.29% 6.21% 1.97% 1.85% 1.76%
2026/08/05 22.58% 10.92% 13.92% 9.52% 5.64% 4.42% 3.84% 1.42% 4.28% 0.04%
2026/08/06 23.25% 12.18% 17.59% 8.18% 4.76% 3.98% 3.77% 2.3% 3.34% 0.04%
2026/08/07 24.2% 13.35% 15.5% 8.69% 3.57% 2.68% 3.71% 2.15% 3.81% 0.04%
2026/08/08 23.16% 16.75% 17.2% 8.24% 3.15% 4.13% 3.08% 2.06% 2.95% 0.04%
2026/08/09 26.09% 14.79% 15.33% 9.79% 5.07% 2.93% 2.95% 0.3% 2.82% 0.03%
2026/08/10 24.05% 17.22% 17.99% 11.3% 3.74% 2.48% 2.11% 1.3% 3.03% 0.02%
2026/08/11 22.74% 13.35% 19.44% 12.4% 4.06% 4.07% 1.34% 1.52% 2.88% 0%
2026/08/12 24.08% 11.96% 18.75% 11.65% 1.64% 4.42% 1.86% 1.64% 1.25% 0.01%
2026/08/13 23.66% 12.56% 17.69% 12.15% 3.62% 2.35% 1.7% 1.51% 2% 0%
2026/08/14 23.71% 11.85% 19.43% 12.59% 2.06% 2.89% 2.3% 1.28% 2.15% 0.01%
2026/08/15 24.92% 11.76% 19.88% 12.61% 5.89% 2.03% 2.99% 1.26% 1.63% 0%
2026/08/16 22.89% 12.84% 16.62% 12.17% 2.12% 2.87% 4.85% 2.49% 1.69% 0%
2026/08/17 24.66% 14.4% 20.77% 13.22% 3.15% 1.96% 1.79% 1.24% 2.09% 0%
2026/08/18 27.08% 12.97% 20.15% 12.04% 3.02% 2.64% 1.29% 0.95% 2.17% 0%
2026/08/19 25.64% 13.94% 18.87% 15.98% 2.99% 1.45% 1.6% 0.2% 3.04% 0%
2026/08/20 25.01% 12.15% 15.75% 12.52% 3.8% 2.29% 2.85% 1.78% 0.87% 0%
2026/08/21 27.96% 13.89% 13.92% 11.68% 2.93% 1.79% 2.76% 1.06% 2.19% 0%
2026/08/22 27.77% 14.99% 13.41% 10.23% 3.3% 2.75% 2.4% 1.45% 2.37% 0%
2026/08/23 27.06% 17.41% 15.1% 10.51% 3.6% 2.36% 2.17% 0.7% 2.97% 0%
2026/08/24 27.2% 12.95% 17.48% 11.41% 5.61% 2.1% 2.03% 0.98% 2.47% 0%
2026/08/25 30.54% 12.48% 12.18% 9.39% 7.15% 1.93% 2.04% 2.33% 2.43% 0%
2026/08/26 28.04% 13.17% 10.44% 10.5% 5.02% 2.72% 1.83% 1.65% 3.14% 0%
2026/08/27 27.51% 13.42% 13.82% 9.17% 3.56% 2.68% 2.39% 2.55% 1.64% 0%
2026/08/28 29.67% 10.33% 12.66% 10.63% 4.1% 2.7% 3.51% 1.29% 1.6% 0%
2026/08/29 28.43% 11.91% 11.1% 8.91% 2.18% 4% 3.92% 2.47% 2.43% 0%
2026/08/30 28.3% 11.96% 12.44% 9.25% 3.57% 3.13% 3.33% 1.63% 3.82% 0%
2026/08/31 28.84% 16.68% 9.17% 8.13% 5.9% 2.92% 2.43% 1.88% 1.62% 0%
  • getyourguide.com
  • klook.com
  • viator.com
  • tripadvisor.com.au
  • headout.com
  • booking.com
  • luxuryescapes.com
  • hamiltonisland.com.au
  • agoda.com
  • tripadvisor.com

Copyright © Adthena. All rights reserved.

In August 2026, GetYourGuide.com led PPC spend, peaking at 30.54% on the 25th. Klook.com and Viator.com showed fluctuating trends, while Tripadvisor.com.au and Headout.com saw moderate increases. The month ended with GetYourGuide.com 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
2026/08/01 522
2026/08/02 531
2026/08/03 523
2026/08/04 540
2026/08/05 482
2026/08/06 469
2026/08/07 466
2026/08/08 442
2026/08/09 486
2026/08/10 459
2026/08/11 486
2026/08/12 473
2026/08/13 449
2026/08/14 445
2026/08/15 429
2026/08/16 442
2026/08/17 396
2026/08/18 386
2026/08/19 372
2026/08/20 382
2026/08/21 432
2026/08/22 426
2026/08/23 427
2026/08/24 447
2026/08/25 440
2026/08/26 432
2026/08/27 415
2026/08/28 429
2026/08/29 405
2026/08/30 427
2026/08/31 419

Copyright © Adthena. All rights reserved.

August began with 522 advertisers, peaking at 540 on the 4th. A decline followed, reaching 372 on the 19th. The month concluded with 419 advertisers.

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
getyourguide.com 4.12%
darlingharbour.com 1.23%
tripadvisor.com.au 0.57%
trip.com 0.45%
sovereignhill.com.au 0.35%
klook.com -0.33%
luxuryescapes.com -0.34%
hamiltonisland.com.au -0.41%
booking.com -0.74%
viator.com -3.18%

Copyright © Adthena. All rights reserved.

GetYourGuide.com soared with a 4.12% click share increase, while Viator.com dropped by 3.18%. DarlingHarbour.com also rose by 1.23%.

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 klook.com tripadvisor.com.au viator.com headout.com trip.com booking.com tiqets.com luxuryescapes.com agoda.com
2026/08/01 22.94% 13.5% 0.52% 15.94% 4.03% 1.83% 4.68% 1.36% 3.32% 4.17%
2026/08/02 22.59% 13.69% 0.75% 16.69% 5.15% 1.49% 3.92% 2.75% 2.67% 3.06%
2026/08/03 21.4% 13.93% 0.31% 15.53% 3.34% 1.99% 4.18% 4.49% 2.48% 5.48%
2026/08/04 21.43% 11.05% 8.51% 12.53% 3.1% 1.7% 7.26% 1.01% 5.16% 2.45%
2026/08/05 23.52% 11.68% 15.67% 14.04% 5.97% 1.93% 3.19% 1.86% 2.86% 4.93%
2026/08/06 24.18% 13.71% 14.34% 17.4% 6.31% 1.68% 2.95% 1.58% 2.21% 3.58%
2026/08/07 25.56% 14.44% 14.22% 16.27% 4.04% 2.47% 2.14% 1.7% 2.49% 4.17%
2026/08/08 24.53% 16.74% 14.22% 16.85% 3.38% 1.46% 3.15% 1.41% 2.34% 2.72%
2026/08/09 26.03% 15.24% 15.35% 16.1% 4.77% 2.12% 2.3% 2.98% 1.72% 3.09%
2026/08/10 24.64% 17.42% 16.51% 17.81% 3.79% 1.81% 1.93% 1.89% 1.48% 3.01%
2026/08/11 23.56% 13.35% 16.77% 19.31% 5.11% 1.89% 3.16% 3.16% 0.88% 2.93%
2026/08/12 25% 12.5% 15.4% 18.83% 5.32% 1.12% 3.1% 3.4% 1.11% 1.38%
2026/08/13 25.2% 13.92% 16.55% 18.14% 4.29% 1.57% 1.81% 2.02% 1.29% 2.48%
2026/08/14 25.81% 13.08% 16.53% 19.05% 2.99% 1.54% 2.09% 2.8% 1.81% 2.65%
2026/08/15 26.05% 13.57% 16.32% 19.13% 6.05% 1.72% 1.61% 1.72% 2.16% 2.18%
2026/08/16 25.6% 15.26% 14.84% 17.52% 2.88% 1.35% 2.31% 0.96% 3.28% 2.43%
2026/08/17 25.98% 14.53% 16.69% 20.09% 4.16% 0.99% 1.62% 1.92% 1.43% 2.41%
2026/08/18 27.75% 13.61% 16.48% 19.19% 3.98% 1.02% 2.01% 1.59% 0.99% 2.76%
2026/08/19 26.26% 14.91% 17.95% 18.6% 4.04% 1.47% 0.98% 2.1% 1.12% 3.17%
2026/08/20 26.59% 13.17% 16.49% 16.37% 4.48% 1.43% 1.9% 2.88% 2.08% 1.23%
2026/08/21 30.21% 14.5% 15.8% 13.91% 3.54% 2.92% 1.32% 1.23% 1.8% 2.55%
2026/08/22 28.79% 15.23% 14.07% 14.51% 3.4% 2.92% 1.81% 2.12% 1.57% 2.83%
2026/08/23 29.49% 16.93% 13.97% 15.32% 3.67% 2.26% 1.7% 1.75% 1.53% 3.1%
2026/08/24 28.35% 13.99% 14.3% 18.12% 7.59% 2.06% 1.36% 1.86% 1.22% 2.3%
2026/08/25 31.09% 13.25% 12.38% 13.77% 7.91% 2.98% 1.4% 1.43% 1.51% 2.11%
2026/08/26 31.46% 14.03% 12.95% 10.68% 5.85% 3.25% 1.88% 1.09% 1.24% 3.41%
2026/08/27 30.63% 14.18% 12.53% 14.9% 4.09% 2.13% 2.05% 1.67% 1.96% 2.27%
2026/08/28 32.68% 11.11% 12.62% 13.18% 4.89% 3.22% 2.34% 0.61% 2.41% 1.6%
2026/08/29 31.37% 13.19% 10.54% 11.4% 3.11% 4.18% 3.5% 1.3% 2.63% 3.27%
2026/08/30 30.83% 12.62% 12.46% 11.87% 4.23% 4.31% 2.39% 1.56% 2.02% 4.19%
2026/08/31 31.84% 15.29% 11.72% 9.81% 5.96% 3.64% 2.45% 1.96% 1.71% 1.55%
  • getyourguide.com
  • klook.com
  • tripadvisor.com.au
  • viator.com
  • headout.com
  • trip.com
  • booking.com
  • tiqets.com
  • luxuryescapes.com
  • agoda.com

Copyright © Adthena. All rights reserved.

In August 2026, GetYourGuide.com led with a steady rise, peaking at 31.84%. Klook.com fluctuated, ending at 15.29%. TripAdvisor.com.au surged early, then declined to 11.72%. Viator.com peaked mid-month, closing at 9.81%. Headout.com saw a late rise, finishing at 5.96%.

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. 1
    Darling Harbour Sydney | Top Things to Do in Sydney https://www.darlingharbour.com

    See what's on, where to eat and things to do at Sydney's Darling Harbour. Discover the best of Darling Harbour, from dining to events, attractions & more! Explore Darling Harbour. Fun For All Ages.

  2. 2
    Cook Islands Packages - Packages with Flights https://www.myholidaycentre.com.au › cookislands

    Perfectly packaged by our Holiday Experts. Rarotonga & Aitutaki deals + bonus...

  3. 3
    Explore The Sunshine Coast | Where To Stay And What To Do https://www.queensland.com

    From things to do and where to stay, plan your Sunshine Coast holiday today. Golden sand beaches, lush hinterland and farm-fresh flavours at every turn.

  4. 4
    Tasmania Holidays | Tours, Accommodation & Travel Guide https://www.tasmania.com

    Explore Maps Of Tasmania, Things To Do, Must-see Attractions & Learn About Accommodations. Start To Plan Your Trip To Tasmania, Australia Today. We Can Help You With Your Booking.

  5. 5
    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.

Copyright © Adthena. All rights reserved.

In the vibrant world of travel PPC, Darling Harbour entices with its all-age appeal, while My Holiday Centre offers expertly curated Cook Islands packages. Queensland’s Sunshine Coast promises golden beaches and farm-fresh flavors. Tasmania invites exploration with comprehensive travel guides, and Melbourne captivates with its unique attractions.

Frequently Asked Questions

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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.

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