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AUS Travel Holiday Type - PPC Market Share Analysis April 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 9.05
flightcentre.com.au 6.42
carnival.com.au 5.45
myfiji.com 5.04
lastminute.com.au 4.16
jetstar.com 3.9
cruiseguru.com.au 3.82
ozcruising.com.au 3.57
booking.com 3.11
silversea.com 2.98
others 52.5

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In the PPC landscape, ‘others’ dominate with 52.5% click share, while luxuryescapes.com leads individual advertisers at 9.05%.

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 carnival.com.au flightcentre.com.au myfiji.com cruiseguru.com.au booking.com hollandamerica.com jetstar.com
2025/04/01 7.88% 6.74% 3.51% 4.81% 3.8% 0.77% 5.45% 2.98% 3.54% 2.55%
2025/04/02 7.43% 3.54% 3.46% 3.88% 4.61% 4.83% 3.59% 2.71% 3.35% 1.42%
2025/04/03 7.91% 4.57% 3.81% 4.6% 5.24% 1.71% 3.93% 2.71% 2.36% 1.44%
2025/04/04 6.61% 4.78% 4.47% 3.67% 5.01% 0.42% 4.36% 2.46% 2.55% 2.03%
2025/04/05 9.92% 2.77% 2.92% 2.9% 3.55% 3.86% 4.03% 3.26% 1.39% 2.29%
2025/04/06 9.57% 3.69% 3.05% 2.53% 4.17% 5.03% 3.47% 3.07% 2.83% 2.43%
2025/04/07 7.99% 4.5% 3.56% 2.9% 5.5% 3.11% 3.99% 2.92% 2.61% 2.07%
2025/04/08 8.8% 4.19% 3.55% 3.48% 4.27% 3.55% 4.02% 3.65% 2.61% 3.13%
2025/04/09 7.3% 3.86% 3.24% 3.78% 4.65% 3.36% 3.73% 3.61% 2.65% 3.98%
2025/04/10 7.81% 4.99% 3.58% 3.46% 5.2% 3.7% 4.52% 2.87% 2.75% 2.93%
2025/04/11 7.58% 4.82% 3.59% 3.02% 5.4% 2.12% 4.4% 2.78% 2.36% 2.53%
2025/04/12 7.78% 3.05% 3.8% 4.42% 3.5% 2.62% 4.93% 3.27% 2.81% 2.61%
2025/04/13 8.72% 3.08% 3.6% 4.08% 4.31% 3.74% 4.07% 2.96% 1.99% 1.98%
2025/04/14 9.85% 3.37% 3.27% 2.58% 6.18% 4.61% 3.52% 3.24% 1.52% 3.27%
2025/04/15 8.89% 3.54% 3.32% 3.71% 4.2% 4.8% 3.99% 3.2% 2.37% 3.69%
2025/04/16 8.28% 2.98% 3.65% 4.02% 3.77% 3.27% 3.51% 3.31% 1.78% 4.34%
2025/04/17 7.27% 4.6% 3.04% 5.06% 3.31% 2.5% 4.53% 3.07% 3.35% 3.51%
2025/04/18 8.9% 4.97% 1.61% 4.09% 3.54% 2.59% 4.4% 4.35% 2.74% 4.62%
2025/04/19 7.69% 4.61% 3.82% 3.24% 4.13% 4.29% 3.19% 3.77% 2.36% 2.87%
2025/04/20 6.97% 3.84% 4.58% 3.8% 3.32% 3.92% 3.66% 3.27% 2.89% 2.48%
2025/04/21 7.1% 3.56% 5.02% 3.4% 6.92% 4.22% 3.64% 3.69% 2.31% 1.66%
2025/04/22 7.99% 4.83% 4.59% 3.07% 7.68% 4.01% 3.02% 3.32% 2.47% 1.73%
2025/04/23 8.01% 5.35% 4.47% 3.7% 6.38% 2.48% 4.05% 2.76% 1.9% 2.37%
2025/04/24 8.58% 4.23% 4.36% 3.62% 6.85% 3.24% 2.99% 3.64% 3.19% 1.86%
2025/04/25 8.35% 4.54% 4.03% 1.96% 8.45% 3.8% 2.71% 3.29% 3.74% 2.21%
2025/04/26 8.82% 5.21% 5.12% 3.38% 6.37% 4.06% 3.71% 3.33% 3.32% 1.89%
2025/04/27 7.89% 4.21% 5.51% 2.76% 7.79% 4.25% 2.79% 3.28% 2.55% 1.76%
2025/04/28 8.51% 5.54% 4.78% 3.93% 7.76% 3.39% 3.99% 3.44% 3.44% 1.44%
2025/04/29 9.6% 5.16% 4.9% 4.11% 6.17% 3.58% 2.18% 3.66% 2.86% 2.4%
2025/04/30 8.16% 6.38% 5.47% 5.36% 3.94% 3.64% 3.5% 3.23% 2.71% 2.25%

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Luxuryescapes.com led April with fluctuating spend, peaking at 9.92%. Silversea.com saw a steady rise, ending at 6.38%. Holidaymax.com and Carnival.com.au showed consistent growth, while Flightcentre.com.au peaked mid-month. Myfiji.com and Cruiseguru.com.au remained stable. Booking.com and Hollandamerica.com had minor fluctuations. Jetstar.com ended with a slight increase.

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
2025/04/01 412
2025/04/02 411
2025/04/03 401
2025/04/04 409
2025/04/05 409
2025/04/06 416
2025/04/07 411
2025/04/08 403
2025/04/09 397
2025/04/10 394
2025/04/11 403
2025/04/12 406
2025/04/13 397
2025/04/14 406
2025/04/15 407
2025/04/16 393
2025/04/17 366
2025/04/18 367
2025/04/19 377
2025/04/20 378
2025/04/21 374
2025/04/22 367
2025/04/23 371
2025/04/24 372
2025/04/25 370
2025/04/26 375
2025/04/27 366
2025/04/28 365
2025/04/29 364
2025/04/30 359

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April began with 412 advertisers, fluctuating throughout the month, and concluded with 359, indicating a notable decline.

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
flightcentre.com.au 1.92%
mycruises.com.au 0.74%
mybali.com.au 0.74%
holidaymax.com 0.72%
silversea.com 0.7%
lastminute.com.au -0.6%
webjet.com.au -0.82%
jetstar.com -0.84%
cruiseguru.com.au -0.85%
tripadvisor.com -1.48%

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Flightcentre.com.au soared with a 1.92% click share increase, while tripadvisor.com faced a 1.48% 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 carnival.com.au booking.com holidaymax.com myfiji.com flightcentre.com.au cruiseguru.com.au travelonline.com ozcruising.com.au jetstar.com
2025/04/01 8.88% 6.43% 4.82% 2.96% 0.9% 4.04% 5.42% 1.5% 4.08% 2.82%
2025/04/02 8.63% 5.14% 3.68% 2.83% 5.38% 4.56% 3.41% 3.19% 3.68% 1.6%
2025/04/03 9.26% 6.22% 4.26% 2.86% 1.84% 5.6% 3.56% 1.7% 4.27% 1.42%
2025/04/04 7.97% 5.13% 4.52% 3.55% 0.57% 5.08% 4.67% 1.58% 4.7% 2.13%
2025/04/05 10.78% 3.59% 5.3% 2.23% 3.54% 3.6% 3.63% 2.51% 2.74% 2.38%
2025/04/06 10.42% 3.35% 4.8% 2.23% 5.23% 4.15% 3.34% 2.43% 3.09% 2.59%
2025/04/07 8.98% 4% 4.37% 2.74% 3.24% 5.44% 3.74% 1.61% 3.53% 2.17%
2025/04/08 9.7% 4.41% 5.2% 2.82% 3.78% 4.23% 3.94% 1.28% 3.05% 3.42%
2025/04/09 8.08% 4.53% 5.74% 2.42% 3.81% 4.62% 3.48% 2.01% 3.43% 4.15%
2025/04/10 8.71% 4.48% 4.75% 2.88% 4.12% 5.16% 4.53% 2.29% 2.86% 3.07%
2025/04/11 8.99% 3.76% 4.63% 2.83% 2.36% 5.41% 4.09% 3.35% 2.57% 2.94%
2025/04/12 8.88% 5.52% 4.93% 2.94% 2.82% 3.39% 4.94% 2.06% 3.56% 2.8%
2025/04/13 9.39% 5.41% 4.16% 2.91% 3.87% 4.43% 3.82% 3.04% 3.76% 2.2%
2025/04/14 10.82% 3.14% 4.98% 2.37% 4.99% 6.39% 3.34% 3.08% 2.41% 3.51%
2025/04/15 10.09% 4.36% 4.98% 2.42% 5.22% 4.24% 3.74% 2.99% 2.35% 4.18%
2025/04/16 9.39% 5.29% 5.14% 2.57% 3.68% 3.7% 3.36% 3.94% 3.73% 4.92%
2025/04/17 8.15% 7.16% 5.1% 2.15% 2.79% 3.11% 4.6% 2.59% 3.93% 4.4%
2025/04/18 9.87% 5.06% 6.72% 1.15% 2.84% 3.92% 4.74% 2.13% 4.28% 5.42%
2025/04/19 8.33% 4.23% 5.67% 2.88% 4.66% 4.3% 2.84% 2.27% 2.39% 3.04%
2025/04/20 8.31% 4.34% 5.29% 3.77% 4.48% 3.85% 3.22% 2.82% 3.01% 2.57%
2025/04/21 7.76% 4.17% 6.2% 3.99% 4.62% 7.05% 3.55% 1.93% 2.71% 1.76%
2025/04/22 9.17% 3.98% 5.49% 3.75% 4.57% 7.76% 2.6% 3% 2.74% 1.85%
2025/04/23 9.23% 4.45% 4.29% 3.71% 2.78% 6.6% 3.89% 2.01% 3.21% 2.59%
2025/04/24 9.49% 5.03% 5.24% 3.44% 3.46% 7.41% 2.49% 2.89% 3.29% 1.95%
2025/04/25 9.29% 2.67% 5.32% 3.25% 4.38% 9.09% 2.41% 2.85% 2.42% 2.33%
2025/04/26 10.5% 4.16% 5.68% 4.25% 4.7% 6.94% 3.64% 2.83% 2.44% 2.13%
2025/04/27 8.87% 3.92% 5.07% 4.76% 4.74% 8.29% 2.36% 2.47% 2.81% 1.75%
2025/04/28 9.67% 4.67% 5.36% 4.2% 3.88% 9% 3.54% 2.36% 2.32% 1.4%
2025/04/29 10.79% 5.06% 5.96% 4.14% 4.03% 6.63% 1.86% 3.4% 2.78% 2.33%
2025/04/30 9.26% 6.4% 5.25% 4.59% 4.34% 4.3% 3.42% 3.12% 2.69% 2.42%

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In April 2025, luxuryescapes.com led with fluctuating impressions, peaking at 10.82%. Carnival.com.au saw a dip, while booking.com and flightcentre.com.au showed steady growth. The month concluded with luxuryescapes.com maintaining dominance.

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
    Cruise Deals 2025 https://www.carnival.com.au

    P&O Fun, Now with Carnival! Carnival's New 2026-27 Program Over-Delivers On Fun, Smiles And Sunshine. Book Now!

  2. 2
    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...

  3. 3
    Bali All-Inclusive Deals https://www.luxuryescapes.com › bali › all-inclusive

    Save More With LuxPlus+ Lowest Prices Guaranteed + Spoil Yourself with Luxurious Bonus Extras and VIP Inclusions.

  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. Highlights: We Offer A Range Of Destinations, Help Centre Available, Online Booking Option Available.

  5. 5
    Last Minute Accommodations | Save up to 30% per night https://www.trivago.com.au › accommodation › last-minute

    Bvook Last-Minute Accommodation at a Great Price - Find Yours with trivago™ and Save!

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Carnival’s ad promises fun-filled cruises with their 2026-27 program, while Jetstar simplifies Bali holidays by combining flights and hotels. Luxury Escapes offers all-inclusive Bali deals with VIP extras. Ozcruising highlights Sydney departures, and Trivago promotes last-minute accommodation savings.

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