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

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

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

Who is this AUS Travel Destinations May 2026 Report for?

The AUS Travel Destinations May 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 May 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	26.8117807421
	73.1882192579

26%

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	19%
Transactional	1%
Navigational	1%
Seasonal	0%
Local	6%
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	23.01
viator.com	15.69
klook.com	14.74
tripadvisor.com	11.39
booking.com	3.15
agoda.com	2.77
tiqets.com	2.32
hamiltonisland.com.au	2.14
groupon.com.au	1.73
sovereignhill.com.au	1.46
others	21.6

getyourguide.com - 23.01%
viator.com - 15.69%
klook.com - 14.74%
tripadvisor.com - 11.39%
booking.com - 3.15%
agoda.com - 2.77%
tiqets.com - 2.32%
hamiltonisland.com.au - 2.14%
groupon.com.au - 1.73%
sovereignhill.com.au - 1.46%
others - 21.6%

In the travel PPC landscape, GetYourGuide leads with 23.01% click share, followed by Viator at 15.69%. Others collectively hold 21.60%, 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	klook.com	viator.com	tripadvisor.com	booking.com	luxuryescapes.com	agoda.com	headout.com	tiqets.com	groupon.com.au
2026/05/01	27.3%	18.65%	16.6%	13.96%	1.3%	0.97%	1.93%	1.58%	3.03%	1.31%
2026/05/02	2.67%	21.88%	18.54%	16.11%	2.12%	0.77%	3.16%	2.4%	8.53%	5%
2026/05/03	25.76%	17.46%	13.79%	11.84%	1.79%	1.01%	2.13%	2.53%	2.35%	2.22%
2026/05/04	26.07%	18.15%	15.37%	12.15%	2.08%	0.88%	2.29%	1.42%	2.16%	3.69%
2026/05/05	27.64%	16.72%	16.13%	13.94%	1.65%	0.72%	2.04%	1.3%	3.54%	1.86%
2026/05/06	26.22%	18.94%	14.91%	13.22%	1.77%	0.52%	2.62%	1.07%	2.53%	1.81%
2026/05/07	23.89%	17.86%	17.17%	15.78%	1.93%	0.49%	2.4%	1%	2.52%	2.03%
2026/05/08	26.47%	17.78%	16.42%	13.91%	2.08%	0.91%	2.04%	1.58%	2.63%	1.46%
2026/05/09	4.32%	18.96%	17.89%	13.8%	4.2%	2.07%	2.7%	2.02%	7.1%	4.22%
2026/05/10	23.13%	14%	12.72%	9.53%	5.92%	2.37%	1.72%	1.97%	1.8%	1.73%
2026/05/11	23.04%	15.34%	14.1%	9.88%	5.79%	2.76%	1.85%	1.12%	1.77%	2.96%
2026/05/12	25.92%	14.89%	15.19%	13.2%	4.41%	2.05%	1.94%	1.48%	2.48%	1.59%
2026/05/13	26.61%	12.9%	15.6%	10.63%	4.76%	1.48%	2.55%	1.43%	1.13%	0.67%
2026/05/14	25.83%	15.02%	15.61%	10.65%	4.53%	2.22%	0.82%	1.74%	1.94%	1.34%
2026/05/15	26.68%	12.96%	15.8%	7.46%	5.15%	1.85%	1.47%	0.8%	1.17%	1.42%
2026/05/16	23.31%	12.7%	13.17%	8.33%	4.61%	2.03%	2.41%	1.49%	0.82%	1.13%
2026/05/17	25.22%	14.49%	14.46%	9.85%	4.08%	1.7%	3.28%	1.64%	0.78%	0.83%
2026/05/18	27.09%	14%	16.28%	11.57%	2.09%	1.51%	1.85%	2.13%	1.27%	1.04%
2026/05/19	25.33%	14.04%	16.41%	10.67%	3.36%	1.75%	1.98%	2.03%	1.34%	1.65%
2026/05/20	29.05%	15.62%	15.62%	12.14%	2.63%	1.91%	1.36%	1.15%	0.42%	0.88%
2026/05/21	25.14%	16.75%	14.57%	11.48%	3.8%	2.73%	2.07%	0.64%	1.11%	2.03%
2026/05/22	24.82%	15.39%	14.62%	11.35%	2.48%	2.34%	2.74%	1.27%	1.04%	1.42%
2026/05/23	23.96%	15.07%	14.38%	8.92%	3.15%	3.4%	3.22%	1.66%	3.34%	1.31%
2026/05/24	24.27%	12.22%	14.21%	8.05%	4.77%	4.3%	2.81%	1.58%	0.91%	0.89%
2026/05/25	26.49%	11.52%	15.47%	10.82%	4.39%	2.58%	5.6%	0.99%	1.11%	1.31%
2026/05/26	21.14%	11.02%	12.71%	9.41%	7.55%	2.72%	4.16%	1.09%	1.57%	1.44%
2026/05/27	19.91%	13.1%	14.15%	8.77%	5.76%	3.41%	4.08%	1.18%	1.36%	1.34%
2026/05/28	20.76%	11.76%	11.78%	9.94%	6.75%	3.94%	3.24%	1.63%	2.08%	0.88%
2026/05/29	19.6%	11.18%	15.26%	7.63%	5.58%	4.33%	3.36%	2.07%	0.88%	0.46%
2026/05/30	21.12%	10.34%	11.37%	7.81%	8.22%	4.01%	2.79%	2.65%	1.5%	0.63%
2026/05/31	20.4%	12.5%	11.66%	8.95%	6.83%	4.14%	2.53%	1.51%	1.18%	0.91%

getyourguide.com
klook.com
viator.com
tripadvisor.com
booking.com
luxuryescapes.com
agoda.com
headout.com
tiqets.com
groupon.com.au

In May 2026, GetYourGuide led PPC spend, peaking at 29.05% on May 20. Klook and Viator followed, with fluctuations. Booking.com surged late month, while LuxuryEscapes steadily rose. The month ended with diverse spend shares.

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.

See more data

Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2026/05/01	416
2026/05/02	420
2026/05/03	414
2026/05/04	438
2026/05/05	413
2026/05/06	409
2026/05/07	411
2026/05/08	437
2026/05/09	436
2026/05/10	454
2026/05/11	448
2026/05/12	463
2026/05/13	459
2026/05/14	447
2026/05/15	454
2026/05/16	455
2026/05/17	456
2026/05/18	438
2026/05/19	410
2026/05/20	422
2026/05/21	428
2026/05/22	439
2026/05/23	455
2026/05/24	450
2026/05/25	464
2026/05/26	554
2026/05/27	532
2026/05/28	530
2026/05/29	524
2026/05/30	523
2026/05/31	558

May saw a dynamic shift in advertisers, starting at 416 and peaking at 558. Mid-month fluctuations stabilized, ending with a significant increase.

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
hamiltonisland.com.au	1.48%
luxuryescapes.com	1.06%
agoda.com	0.9%
northernterritory.com	0.87%
booking.com	0.84%
tiqets.com	-0.98%
viator.com	-1.15%
sailing-whitsundays.com	-1.3%
tripadvisor.com	-1.7%
klook.com	-3.04%

In the past month, hamiltonisland.com.au surged with a 1.48% click share increase, while klook.com faced a 3.04% 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	booking.com	luxuryescapes.com	agoda.com	tiqets.com	headout.com	groupon.com.au
2026/05/01	26.96%	18.09%	19.1%	15.77%	1.1%	0.56%	2.7%	3.23%	1.7%	1.61%
2026/05/02	2.62%	20.63%	22.1%	18.06%	1.94%	0.45%	4.21%	8.16%	2.9%	4.57%
2026/05/03	27.16%	15.31%	17.39%	13.55%	1.69%	0.63%	2.5%	3.11%	2.49%	2.62%
2026/05/04	27.2%	15.92%	18.77%	13.62%	2.08%	0.61%	2.51%	2.67%	1.57%	3.48%
2026/05/05	26.83%	17.2%	18.04%	15.59%	1.73%	0.48%	2.63%	3.43%	1.46%	2.04%
2026/05/06	27.58%	16.62%	19.36%	14.19%	1.58%	0.36%	2.88%	2.62%	1.04%	1.73%
2026/05/07	25.47%	17.92%	18.05%	16.47%	1.83%	0.31%	2.93%	2.71%	1.01%	2.04%
2026/05/08	26.45%	17.79%	18.3%	15.05%	1.94%	0.65%	2.58%	3.08%	1.62%	1.53%
2026/05/09	3.96%	19.84%	19.89%	16.18%	4.06%	1.53%	3.58%	7.06%	2.65%	4.04%
2026/05/10	24.69%	13.97%	14.4%	11.13%	5.74%	2.17%	2.08%	2.47%	2.04%	2.15%
2026/05/11	24.62%	14.81%	16.64%	11.58%	5.62%	2.16%	2.15%	2.3%	1.36%	2.94%
2026/05/12	25.54%	16.31%	15.83%	13.64%	4.25%	1.53%	2.53%	2.8%	1.53%	2.03%
2026/05/13	25.87%	17.38%	13.44%	12.07%	4.16%	1.28%	3.35%	1.37%	1.47%	0.78%
2026/05/14	26.62%	17.54%	15.4%	11.36%	4.72%	1.89%	0.9%	2.11%	1.48%	1.57%
2026/05/15	26.43%	17.47%	14.38%	9.06%	5.03%	1.4%	2.13%	1.63%	0.98%	1.63%
2026/05/16	26.42%	16.09%	13.2%	10.57%	4.01%	1.7%	2.86%	1.06%	1.25%	1.18%
2026/05/17	26.36%	15.9%	15.35%	11.23%	4%	1.53%	3.62%	1.16%	1.61%	0.98%
2026/05/18	28.14%	18.61%	13.98%	13.49%	2.13%	1.04%	2.69%	1.65%	2.1%	1.17%
2026/05/19	28.36%	18.17%	14.71%	12.47%	2.33%	1.29%	2.08%	2.01%	1.71%	1.46%
2026/05/20	28.11%	17.18%	15.84%	14.15%	2.68%	1.96%	1.58%	0.62%	1.31%	0.79%
2026/05/21	26.41%	16.55%	16.94%	12.91%	4.07%	2.18%	2.33%	1.51%	0.98%	2.12%
2026/05/22	27.28%	16.03%	16.02%	13.44%	2.41%	1.69%	3.43%	1.18%	1.4%	1.76%
2026/05/23	24.58%	16.44%	15.12%	10.55%	3.49%	2.81%	3.72%	2.81%	1.59%	1.24%
2026/05/24	26.3%	16.14%	12.83%	9.86%	4.73%	3.62%	3.58%	1.21%	1.26%	1.01%
2026/05/25	26.13%	16.72%	12.67%	12.3%	4.08%	1.93%	6.44%	1.66%	1.11%	1.43%
2026/05/26	22.42%	15.04%	12.14%	11.57%	6.34%	2.31%	5.21%	2.01%	1.06%	1.13%
2026/05/27	22.74%	15.98%	14.12%	11.08%	4.75%	2.73%	5.14%	1.96%	1.25%	1.43%
2026/05/28	23.06%	14.41%	12.41%	12.37%	5.72%	3.4%	4.31%	2.81%	1.56%	1.21%
2026/05/29	23.42%	17.55%	11.18%	9.94%	4.93%	3.72%	4.26%	1.07%	1.89%	0.48%
2026/05/30	23.39%	14.16%	10.24%	9.61%	7.4%	3.99%	3.33%	1.71%	2.8%	0.71%
2026/05/31	22.54%	14.14%	14.13%	11.29%	5.71%	3.68%	2.94%	1.63%	1.6%	1.37%

getyourguide.com
viator.com
klook.com
tripadvisor.com
booking.com
luxuryescapes.com
agoda.com
tiqets.com
headout.com
groupon.com.au

In May 2026, GetYourGuide.com led with fluctuating impressions, peaking mid-month. Viator.com and Klook.com followed, showing varied trends. By month’s end, Booking.com and LuxuryEscapes.com gained momentum, while others stabilized.

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
Save Up To 20%* This Winter | Stay 3+ Nights & Save https://www.hamiltonisland.com.au › winter-warmer › offer
Your Hamilton Island getaway awaits. Save on select hotels when you stay 3+ nights. Winter on Hamilton Island is calling!
3
Discover travel deals in New Zealand | 100% Pure New Zealand https://www.newzealand.com
Book your trip to New Zealand and get ready to play, because we’re ready for you. Come find your own ski adventure in New Zealand today!
4
Qatar Airways™ | Explore the world with us https://www.qatarairways.com › au
More routes, more choice and seamless connections wherever you're headed. Explore up to 8,000 entertainment options above the clouds.
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.

Discover Australia entices with luxury Whitsundays packages, offering 31% savings. Hamilton Island beckons winter travelers with 20% off for extended stays. New Zealand invites adventurers to ski, while Qatar Airways promises global exploration. Melbourne showcases its unique attractions.

Frequently Asked Questions

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

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

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

The AUS Travel Destinations May 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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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 May 2026