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AUS Travel Holiday Type - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Holiday Type 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 Holiday Type 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
luxuryescapes.com 9.16
carnival.com.au 4.81
flightcentre.com.au 4.76
myfiji.com 4.76
lastminute.com.au 4.38
jetstar.com 4.18
booking.com 3.34
silversea.com 3.1
qantas.com 2.98
cruiseguru.com.au 2.87
others 55.66

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Luxuryescapes.com leads with 9.16% click share, while ‘others’ dominate at 55.66%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Travel Holiday Type 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 luxuryescapes.com silversea.com holidaymax.com myfiji.com jetstar.com carnival.com.au cruiseguru.com.au booking.com mycruises.com.au flightcentre.com.au
2025/05/01 8.68% 5.59% 5% 2.27% 1.97% 3.82% 2.94% 3.29% 2.54% 3.7%
2025/05/02 7.46% 6.38% 4.39% 3.51% 1.8% 4.87% 3.32% 4.18% 2.11% 2.44%
2025/05/03 8.85% 4.94% 4.83% 1.76% 2.38% 4.08% 2.46% 4.03% 2.29% 2.85%
2025/05/04 7.64% 4.91% 4.8% 3.8% 3.08% 2.82% 3.51% 4.85% 2.04% 4.24%
2025/05/05 8.85% 4.2% 5.22% 2.12% 2.26% 1.8% 2.9% 3.27% 3.75% 5.86%
2025/05/06 9.88% 5.09% 5.01% 3.57% 2.96% 2.42% 2.79% 3.91% 3.23% 6.15%
2025/05/07 9.43% 3.74% 4.27% 3.79% 4.9% 2.34% 3.02% 4.28% 3.7% 4.01%
2025/05/08 9.46% 4.73% 4.5% 3.18% 4.17% 3.1% 3.1% 3.67% 2.48% 4.18%
2025/05/09 8.98% 4.95% 3.66% 3.07% 2.99% 3.35% 2.99% 3.75% 3.11% 4.54%
2025/05/10 7.76% 4.89% 4.87% 2.51% 4.5% 4.21% 2.7% 2.79% 2.54% 3.88%
2025/05/11 8.43% 4.71% 4.15% 3.05% 4.71% 2.47% 2.55% 3.07% 2.27% 4.78%
2025/05/12 8.04% 4.63% 4.35% 4.66% 5.08% 2.97% 3.16% 3.52% 2.72% 5.77%
2025/05/13 9.73% 4.38% 4.18% 3.86% 3.16% 2.97% 3.34% 4.24% 3.4% 5.78%
2025/05/14 9.77% 5.12% 4.09% 3.53% 2.28% 3.38% 2.78% 3.05% 3.51% 5.1%
2025/05/15 8.78% 4.54% 3.69% 3.32% 2.25% 3.13% 2.3% 4.73% 2.82% 4.38%
2025/05/16 9.88% 4.85% 4.24% 3.08% 3.3% 3.86% 2.11% 4.01% 3.1% 6.02%
2025/05/17 8.58% 5.41% 3.66% 3.42% 2.52% 3.48% 2.78% 3.29% 2.91% 5.88%
2025/05/18 8.28% 2.54% 3.99% 4.13% 1.98% 2.86% 1.99% 4.29% 3.77% 5.69%
2025/05/19 9.73% 5.67% 4.47% 5.56% 3.14% 2.71% 2.24% 4.23% 3.13% 2.94%
2025/05/20 9.93% 5.36% 3.96% 4.61% 3.63% 3.49% 2.46% 3.75% 3.32% 2.06%
2025/05/21 8.5% 4.85% 4.05% 4.68% 2.71% 3.4% 3.37% 4.33% 2.74% 2.53%
2025/05/22 8.84% 5.12% 4.44% 1.05% 3.29% 4.54% 2.1% 3.61% 3.47% 2.47%
2025/05/23 8.7% 7.05% 4.21% 0.99% 2.68% 4.09% 2.17% 2.84% 2.8% 2.33%
2025/05/24 8.6% 4.24% 3.97% 4.77% 2.42% 4.08% 3.19% 1.86% 2.31% 1.84%
2025/05/25 11.12% 3.98% 4.43% 5.48% 2.59% 1.97% 2.06% 3.41% 2.66% 1.96%
2025/05/26 10.12% 4.26% 4.85% 3.98% 2.38% 2.55% 3.18% 3.7% 4.02% 2.45%
2025/05/27 9.54% 4.36% 4.32% 3.98% 3.81% 3.32% 2.22% 4.54% 3.54% 1.62%
2025/05/28 8.81% 4.59% 4.33% 3.68% 3.4% 4.05% 1.96% 3.38% 3.32% 1.89%
2025/05/29 8.47% 7.21% 4.15% 0.71% 2.54% 4.97% 2.6% 1.86% 4.02% 1.77%
2025/05/30 8.32% 5.91% 3.55% 0.55% 2.18% 4.73% 2.54% 1.95% 3.11% 1.94%
2025/05/31 10.95% 6.16% 3.94% 3.82% 3.31% 2.53% 2.27% 2.26% 2.07% 1.71%

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Luxuryescapes.com led May with a peak spend share of 11.12% on the 25th. Silversea.com saw fluctuations, ending at 6.16%. Holidaymax.com remained steady, while myfiji.com experienced a dip. Jetstar.com and carnival.com.au showed varied trends, with carnival.com.au peaking at 4.97% on the 29th. Cruiseguru.com.au and booking.com had consistent shares, while mycruises.com.au and flightcentre.com.au showed declines towards month’s end.

Market Exposure

Competitor Count for AUS Travel Holiday Type

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
2025/05/01 349
2025/05/02 350
2025/05/03 357
2025/05/04 363
2025/05/05 369
2025/05/06 370
2025/05/07 379
2025/05/08 378
2025/05/09 385
2025/05/10 378
2025/05/11 388
2025/05/12 382
2025/05/13 379
2025/05/14 382
2025/05/15 385
2025/05/16 375
2025/05/17 376
2025/05/18 379
2025/05/19 384
2025/05/20 358
2025/05/21 363
2025/05/22 351
2025/05/23 362
2025/05/24 343
2025/05/25 343
2025/05/26 348
2025/05/27 337
2025/05/28 344
2025/05/29 338
2025/05/30 349
2025/05/31 343

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Advertisers surged from 349 on May 1 to 388 by May 11, peaking mid-month. A decline followed, ending at 343 on May 31.

Campaign Efficiency

Market Loss & Market Gains for AUS Travel Holiday Type

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
lastminute.com.au 1.1%
ecruising.travel 1.01%
carnival.com.au 0.65%
intrepidtravel.com 0.59%
wotif.com 0.59%
booking.com -0.48%
webjet.com.au -0.77%
mybali.com.au -1.02%
hollandamerica.com -1.92%
flightcentre.com.au -2.94%

Copyright © Adthena. All rights reserved.

Lastminute.com.au and ecruising.travel saw significant click share growth, while flightcentre.com.au experienced the largest decline.

Campaign Efficiency

AUS Travel Holiday Type 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 luxuryescapes.com booking.com myfiji.com holidaymax.com tripadeal.com.au jetstar.com trivago.com.au carnival.com.au mycruises.com.au flightcentre.com.au
2025/05/01 9.79% 5.16% 2.81% 4.3% 3.03% 2.22% 2.39% 4.63% 2.74% 4.06%
2025/05/02 8.34% 6.18% 3.99% 3.51% 3.11% 1.92% 2.9% 5.74% 2.49% 2.48%
2025/05/03 9.51% 6.09% 1.84% 4.3% 2.9% 2.26% 2.91% 4.84% 2.72% 3.05%
2025/05/04 8.18% 6.4% 4.13% 4.32% 3.13% 2.87% 2.09% 3.35% 2.31% 4.93%
2025/05/05 9.4% 4.96% 2.21% 5.04% 2.36% 2.18% 2.91% 2.14% 4.15% 6.2%
2025/05/06 10.4% 5.4% 3.76% 4.64% 2.68% 2.76% 2.33% 3.13% 3.75% 7.01%
2025/05/07 9.73% 5.61% 3.92% 3.78% 2.66% 4.77% 2.43% 2.83% 3.92% 4.32%
2025/05/08 10.77% 5.04% 3.45% 3.8% 2.85% 4.31% 2.37% 3.8% 2.74% 4.36%
2025/05/09 9.73% 5.13% 3.33% 3.15% 2.79% 2.73% 2.23% 4.38% 3.25% 5.42%
2025/05/10 8.66% 4.15% 2.92% 4.5% 2.23% 4.46% 2.74% 5.01% 2.89% 4.52%
2025/05/11 9.02% 4.56% 3.35% 3.98% 2.59% 4.36% 2.43% 2.91% 2.58% 5.57%
2025/05/12 8.98% 4.81% 4.91% 4.08% 2.45% 4.7% 1.37% 3.74% 3.02% 6.67%
2025/05/13 10.5% 6.06% 3.98% 3.91% 2.37% 2.89% 2.48% 3.62% 3.75% 6.17%
2025/05/14 11.07% 4.34% 4.03% 3.59% 3.2% 2.22% 2.45% 3.88% 4.09% 5.52%
2025/05/15 9.78% 6.16% 3.7% 3.32% 2.31% 2.2% 3.55% 3.68% 3.32% 4.85%
2025/05/16 10.42% 5.48% 3.36% 3.93% 1.75% 3.23% 2.48% 4.68% 3.72% 6.13%
2025/05/17 9.05% 5.14% 4.11% 3.24% 1.66% 2.47% 3.19% 4.23% 3.28% 6.12%
2025/05/18 8.96% 6.29% 4.67% 3.52% 2.53% 1.83% 3% 3.54% 4.02% 6.16%
2025/05/19 10.32% 6.13% 6.19% 4.1% 2.29% 3.09% 2.9% 3.05% 3.49% 3.42%
2025/05/20 9.64% 5.84% 5.09% 3.54% 3.08% 3.51% 3.5% 4.16% 3.56% 2.41%
2025/05/21 9.08% 6.25% 5.17% 3.47% 2.7% 2.72% 3.2% 4.04% 3.18% 2.6%
2025/05/22 9.42% 5.63% 0.92% 3.97% 1.87% 3.31% 3.26% 5.21% 3.72% 2.47%
2025/05/23 9.62% 4.29% 1% 3.96% 3.02% 2.73% 2.41% 5.27% 3.22% 2.74%
2025/05/24 8.81% 2.99% 5% 3.73% 2.96% 2.58% 1.88% 4.8% 2.49% 2.29%
2025/05/25 11.47% 5.05% 6.13% 4.24% 1.39% 2.62% 2.46% 2.39% 2.86% 2.3%
2025/05/26 10.24% 4.98% 4.43% 4.71% 1.89% 2.25% 3.69% 3.16% 4.15% 3.11%
2025/05/27 10.17% 6.2% 4.4% 3.78% 2.88% 3.73% 3.5% 3.96% 3.67% 2%
2025/05/28 9.08% 4.81% 4.17% 3.69% 3.3% 3.27% 3.09% 5.13% 3.45% 2.15%
2025/05/29 9.32% 2.86% 0.68% 3.73% 2.66% 2.46% 3.72% 7.01% 4.64% 1.76%
2025/05/30 9.02% 3.22% 0.55% 3.25% 2.86% 2.18% 1.4% 6.2% 3.4% 2.15%
2025/05/31 10.8% 4.06% 4.05% 3.47% 3.17% 3.14% 3.03% 2.94% 2.15% 1.99%

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Luxuryescapes.com led May with fluctuating impressions, peaking at 11.47%. Booking.com saw a decline, ending at 4.06%. Myfiji.com had a mid-month dip, recovering to 4.05%. Holidaymax.com remained stable, closing at 3.47%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Travel Holiday Type

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
    Bali Holiday Packages - Combine Flights + Hotel https://www.jetstar.com › bali › holidays

    Combine Flights + Hotel In One Easy Booking. Start Your Search At Jetstar.com. Curated...

  2. 2
    Bali Holiday Package Deals - Luxury Holidays up to 70% Off https://www.luxuryescapes.com › bali › holidays

    Lowest Prices Guaranteed + Spoil Yourself with Luxurious Bonus Extras and VIP Inclusions.

  3. 3
    Our Biggest Sale of the Year https://www.myfiji.com

    Fiji Packages with Flights — Handcrafted by the My Fiji Experts, our unbeatable Hot Deals are brimming with exclusive Bonus Value inclusions and extras. There's no place for worries...

  4. 4
    Cruises Departing From | Sydney https://www.ozcruising.com.au › departing

    Your dream cruise departing from Sydney is just a click away. Book Direct Online and Save.

  5. 5
    Best of Bali | Tour Package | TripADeal https://www.tripadeal.com.au

    Bucket list experiences at unbelievable prices | TripADeal. Hurry Our Deals Don't Last...

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In the competitive world of travel PPC, Jetstar entices with seamless Bali packages, while Luxury Escapes offers opulent deals with VIP perks. My Fiji captivates with exclusive, worry-free packages. OzCruising promises dream cruises from Sydney, and TripADeal tempts with bucket-list Bali experiences.

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