AUS Travel Destinations - PPC Market Share Analysis December 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.

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	17.1915192485
	82.8084807515

17%

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	39
	61

39%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	22%
Transactional	1%
Navigational	0%
Seasonal	0%
Local	6%
Problem Solving	5%

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
viator.com	14.51
booking.com	10.63
getyourguide.com	10.31
hamiltonisland.com.au	6.2
qatarairways.com	5.09
myfiji.com	2.99
tripadvisor.com.au	2.82
northernterritory.com	2.52
bridgeclimb.com	2.42
airbnb.com.au	2.32
others	40.19

viator.com - 14.51%
booking.com - 10.63%
getyourguide.com - 10.31%
hamiltonisland.com.au - 6.2%
qatarairways.com - 5.09%
myfiji.com - 2.99%
tripadvisor.com.au - 2.82%
northernterritory.com - 2.52%
bridgeclimb.com - 2.42%
airbnb.com.au - 2.32%
others - 40.19%

In the travel PPC landscape, ‘others’ dominate with 40.19% click share, while Viator leads individual advertisers at 14.51%. Booking.com and GetYourGuide follow closely, highlighting diverse advertiser presence.

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	booking.com	viator.com	getyourguide.com	tripadvisor.com.au	luxuryescapes.com	bridgeclimb.com	hamiltonisland.com.au	myfiji.com	klook.com	airbnb.com.au
2025/12/01	14.92%	12.05%	10.17%	1.97%	1.36%	2.69%	1.68%	3.62%	0.89%	3.55%
2025/12/02	11.35%	12.31%	9.54%	2.33%	3.28%	1.65%	4.22%	2.04%	0.67%	4.41%
2025/12/03	11.87%	11.98%	10.18%	2.4%	3.21%	1.88%	3.83%	2.72%	1.19%	3.09%
2025/12/04	12.18%	9.29%	9.75%	1.38%	4.45%	3.31%	2.28%	3.37%	0.52%	5.78%
2025/12/05	13.24%	8.26%	13.29%	2.06%	3.44%	2.04%	3.76%	3.52%	1%	7.21%
2025/12/06	11.54%	11.39%	12.39%	2.51%	3.7%	1.08%	4.34%	2.06%	0.85%	6.99%
2025/12/07	12.04%	8.81%	10.8%	2.9%	2.7%	1.64%	2.43%	3.56%	1.84%	6.44%
2025/12/08	15.31%	8.11%	10.05%	3.17%	3.46%	1.58%	2.87%	3.18%	2.93%	6.96%
2025/12/09	10.64%	10.12%	7.91%	2.09%	3.96%	2.33%	4.97%	4.62%	1.16%	3.9%
2025/12/10	9.37%	8.05%	8.79%	2.3%	2.74%	1.47%	6.73%	4.36%	2.96%	7.01%
2025/12/11	11.12%	11.41%	9.16%	2.2%	3.9%	1.25%	7.59%	3.24%	1.87%	2.94%
2025/12/12	11.41%	10.47%	9.85%	1.85%	2.82%	1.88%	6.05%	2.72%	3.25%	5.91%
2025/12/13	10.86%	10.04%	9.91%	2.73%	2.61%	1.96%	5.31%	3.68%	2.3%	5.29%
2025/12/14	13.09%	13.34%	8.89%	2.19%	3.45%	2.27%	3.83%	3.12%	2.47%	3.43%
2025/12/15	8.59%	13.14%	12.53%	2.43%	2.08%	0.7%	4.53%	2.51%	2.12%	5.44%
2025/12/16	11.88%	11.12%	12.32%	1.6%	2.39%	1.37%	3.74%	3.25%	1.11%	0.61%
2025/12/17	9.8%	13.86%	13.79%	2.12%	1.97%	1.89%	5.68%	2.44%	2.43%	0.4%
2025/12/18	14.13%	12.69%	12.91%	3.91%	1.29%	2.76%	2.93%	2.48%	1.59%	1.2%
2025/12/19	10.71%	14.31%	10.28%	3.06%	3.27%	1.88%	8.35%	2.38%	1.97%	1.83%
2025/12/20	12.51%	16.76%	11.03%	3.72%	1.03%	2.47%	5.16%	2.61%	1.78%	3.09%
2025/12/21	11%	17.39%	9.27%	4.87%	2.36%	2.12%	4.5%	3.08%	1.64%	2.57%
2025/12/22	9.35%	19.57%	10.62%	2.76%	3.26%	1.96%	4.1%	3.06%	2.11%	1.73%
2025/12/23	14.04%	15.83%	10.66%	3.52%	1.8%	2.47%	4.45%	2.25%	1.7%	1.33%
2025/12/24	10.37%	18.21%	11.5%	2.08%	1.53%	2.92%	4.32%	2.31%	1.27%	1.65%
2025/12/25	10.28%	17.67%	10.84%	2.91%	1.15%	2.71%	3.31%	2.45%	1.03%	1.52%
2025/12/26	11.26%	21.9%	10.06%	2.86%	1.19%	3.48%	1.82%	2.25%	2.92%	0.7%
2025/12/27	16.68%	20.57%	10.68%	2.67%	1.74%	2.4%	2.1%	1.65%	1.5%	1.34%
2025/12/28	18.88%	20.8%	11.45%	2.32%	2.27%	1.43%	1.18%	0.69%	1.24%	2.06%
2025/12/29	19.48%	19.84%	11.22%	2.76%	1.87%	2.04%	1.35%	1.21%	1.4%	0.78%
2025/12/30	16.89%	18.73%	9.58%	2.68%	1.99%	2.2%	1.45%	1.73%	1.56%	0.65%
2025/12/31	16.44%	16.33%	8.93%	3.09%	2.71%	2.6%	2.42%	1.36%	0.87%	0.77%

booking.com
viator.com
getyourguide.com
tripadvisor.com.au
luxuryescapes.com
bridgeclimb.com
hamiltonisland.com.au
myfiji.com
klook.com
airbnb.com.au

In December 2025, Viator.com led the PPC spend share, peaking at 21.90% on December 26. Booking.com followed closely, ending the month at 16.44%. GetYourGuide.com maintained a steady presence, while HamiltonIsland.com.au saw fluctuations, peaking mid-month.

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
2025/12/01	616
2025/12/02	620
2025/12/03	621
2025/12/04	626
2025/12/05	648
2025/12/06	658
2025/12/07	687
2025/12/08	679
2025/12/09	653
2025/12/10	660
2025/12/11	681
2025/12/12	690
2025/12/13	688
2025/12/14	608
2025/12/15	627
2025/12/16	593
2025/12/17	616
2025/12/18	565
2025/12/19	560
2025/12/20	542
2025/12/21	541
2025/12/22	534
2025/12/23	528
2025/12/24	503
2025/12/25	500
2025/12/26	496
2025/12/27	493
2025/12/28	474
2025/12/29	500
2025/12/30	489
2025/12/31	475

Advertisers surged early December, peaking at 690 on the 12th. A decline followed, ending the month at 475.

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
viator.com	6.89%
booking.com	2.11%
sovereignhill.com.au	2.04%
ayersrockresort.com.au	0.92%
tripadvisor.com.au	0.91%
myfiji.com	-1.18%
qatarairways.com	-1.26%
darlingharbour.com	-2.17%
airbnb.com.au	-2.19%
hamiltonisland.com.au	-2.5%

Viator.com surged with a 6.89% click share increase, while hamiltonisland.com.au dropped by 2.5%. Booking.com and sovereignhill.com.au also saw positive gains.

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	viator.com	booking.com	getyourguide.com	tripadvisor.com.au	bridgeclimb.com	qatarairways.com	luxuryescapes.com	airbnb.com.au	hamiltonisland.com.au	northernterritory.com
2025/12/01	15.47%	17.82%	12.15%	2.08%	3.1%	3.13%	1.19%	5.45%	0.75%	0.03%
2025/12/02	15.53%	14.75%	12.2%	2.12%	1.81%	2.78%	2.02%	5.72%	2.02%	0.05%
2025/12/03	14.27%	16.59%	11.52%	2.39%	2.39%	3.02%	2.09%	4.37%	1.92%	0.07%
2025/12/04	11.37%	14.97%	12.02%	1.66%	4.06%	3.04%	2.9%	8.02%	1.39%	0.08%
2025/12/05	10.23%	15.66%	15.59%	1.79%	2.14%	2.38%	2.29%	9.28%	2.08%	0.1%
2025/12/06	13.13%	13.93%	14.06%	2.21%	1.3%	2.38%	2.52%	7.68%	2.21%	0.27%
2025/12/07	10.15%	14.13%	12.47%	2.61%	1.73%	2.32%	2.08%	9.25%	1.17%	0.04%
2025/12/08	9.1%	18.05%	11.85%	3.01%	1.71%	2.72%	2.4%	8.54%	1.62%	1.85%
2025/12/09	12.44%	12.37%	9.83%	1.87%	2.77%	3.08%	3.28%	4.07%	2.54%	2.71%
2025/12/10	10.38%	11.76%	10.25%	2.41%	1.73%	3.31%	1.74%	8.04%	3.75%	1.89%
2025/12/11	13.61%	12.46%	11.24%	2.24%	1.77%	3.24%	2.68%	5.55%	4.05%	2.69%
2025/12/12	12.37%	14.55%	11.86%	1.99%	1.98%	2.71%	2.09%	7.01%	2.9%	3.31%
2025/12/13	12.09%	14.27%	12.33%	2.33%	2.24%	2.23%	1.98%	6.26%	2.69%	2.57%
2025/12/14	15.79%	15.63%	10.96%	2.09%	2.31%	2.34%	2.59%	3.74%	1.84%	1.79%
2025/12/15	14.12%	12.08%	14.56%	2.56%	1.02%	2.49%	1.32%	6.65%	2.29%	1.59%
2025/12/16	14.5%	15.24%	14.69%	1.67%	1.79%	3.13%	1.53%	0.88%	2%	1.42%
2025/12/17	15.88%	12.06%	16.3%	2.4%	2.29%	2.66%	1.49%	0.69%	2.71%	2.02%
2025/12/18	14.57%	16.83%	14.73%	3.26%	3.3%	1.74%	0.9%	1.32%	1.57%	4.11%
2025/12/19	16.86%	13.54%	12.57%	3.27%	2.43%	2.06%	2.08%	1.7%	4.15%	2.47%
2025/12/20	19.19%	14.76%	13.01%	3.89%	2.82%	2.14%	0.71%	3.25%	2.6%	0.29%
2025/12/21	19.84%	15.07%	10.6%	5.07%	2.42%	1.88%	1.59%	3.02%	2.15%	0.84%
2025/12/22	22.62%	12.57%	12.3%	2.81%	2.41%	2.29%	2.37%	2.32%	2.03%	0.42%
2025/12/23	18.63%	16.51%	13.92%	3.31%	2.37%	1.9%	1.32%	1.71%	2.04%	1.66%
2025/12/24	21.59%	12.52%	13.93%	2%	3.24%	2.38%	0.88%	2.19%	2.05%	1.34%
2025/12/25	21.88%	12.79%	13.36%	3.26%	3.18%	2.13%	0.87%	2.09%	1.39%	0.81%
2025/12/26	25.3%	13.66%	12%	2.78%	3.45%	2.44%	0.64%	1.17%	0.84%	1.5%
2025/12/27	23.26%	19.43%	12.34%	2.11%	2.31%	1.65%	1.06%	1.69%	0.94%	3.7%
2025/12/28	22.92%	20%	13.73%	2.26%	1.5%	1.64%	1.43%	2.59%	0.5%	2.74%
2025/12/29	24.04%	21.79%	12.76%	2.4%	1.94%	1.52%	1.25%	0.91%	0.59%	2.78%
2025/12/30	21.13%	21.07%	11.37%	2.69%	1.84%	1.94%	1.29%	1.1%	0.62%	1.45%
2025/12/31	20.03%	18.18%	11.32%	3.11%	2.41%	2.27%	1.92%	1.13%	1.1%	0.66%

viator.com
booking.com
getyourguide.com
tripadvisor.com.au
bridgeclimb.com
qatarairways.com
luxuryescapes.com
airbnb.com.au
hamiltonisland.com.au
northernterritory.com

In December 2025, viator.com saw a significant rise in PPC impressions, peaking at 25.30% on the 26th. Meanwhile, booking.com and getyourguide.com experienced fluctuations, with booking.com reaching 21.79% on the 29th. By month’s end, viator.com led, closing at 20.03%.

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
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...
2
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.
3
Hamilton Island - Luxury Holidays up to 70% Off - Save up to 70% Off https://www.luxuryescapes.com › australia
Lowest Prices Guaranteed + Spoil Yourself with Luxurious Bonus Extras and VIP Inclusions. Get...
4
Great Barrier Reef Australia https://www.natureaustralia.org.au
Great Barrier Reef — While the community’s attention is understandably focused on threats to the Great Barrier Reef, it’s shellfish reefs that have suffered the most. While the community’s attention is understandably focused on threats to the Great Barrier Reef, it’s shellfish reefs...
5
Lone Pine Koala Sanctuary Day Pass 2026 - Brisbane https://www.viator.com
Discover Unforgettable Experiences, Book With Flexibility, And Enjoy Peace Of Mind. Viator Offers...

In the competitive landscape of Google PPC, Discover Australia entices with all-inclusive Whitsundays luxury, while GetYourGuide highlights Melbourne’s must-see spots. Luxury Escapes offers Hamilton Island opulence at 70% off. Nature Australia raises awareness on reef threats, and Viator promises flexible, unforgettable experiences at Lone Pine Koala Sanctuary.

Frequently Asked Questions

Why is the AUS Travel Destinations December 2025 Report useful and how should I use it?

Why is the AUS Travel Destinations December 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 Destinations December 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 Destinations December 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 Destinations December 2025 Report?

The AUS Travel Destinations December 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 Destinations December 2025 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Travel Destinations December 2025 Report for?

The AUS Travel Destinations December 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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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 Destinations - PPC Market Share Analysis December 2025