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AUS Travel Travel Services - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Travel Services 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 Travel Services 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
webjet.com.au 17.63
booking.com 15.99
flightcentre.com.au 14.05
expedia.com.au 6.4
tripadeal.com.au 5.36
tripadvisor.com.au 3.63
agoda.com 3.55
princess.com 2.62
kayak.com.au 2.06
qantas.com 1.91
others 26.8

Copyright © Adthena. All rights reserved.

Webjet.com.au leads with 17.63% click share, followed by Booking.com at 15.99%. Flightcentre.com.au holds 14.05%, while ‘others’ capture 26.80%.

Market Exposure

Share of Spend for the top 10 AUS Travel Travel Services 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 booking.com covermore.com.au flightcentre.com.au allianz.com.au qantas.com freely.me expedia.com.au finder.com.au budgetdirect.com.au insureandgo.com.au
2025/05/01 10.25% 6.2% 10.17% 4.14% 4.22% 3.64% 3.96% 1.87% 1.26% 2.87%
2025/05/02 9.53% 5.94% 7.76% 3.5% 3.68% 3.14% 4.36% 1.9% 1.62% 2.2%
2025/05/03 11.67% 5.36% 5.8% 4.7% 5.79% 2.56% 4.14% 1.91% 1.87% 1.65%
2025/05/04 10.36% 5.32% 7.3% 4.15% 5.96% 1.98% 3.89% 2.79% 2.13% 1.79%
2025/05/05 11.77% 5.79% 7.93% 3.05% 5.1% 2.83% 3.56% 1.89% 2.14% 2.12%
2025/05/06 10.85% 5.32% 7.13% 3.11% 6.74% 1.95% 3.37% 2.06% 2.39% 1.47%
2025/05/07 10.94% 6.44% 7.11% 4.33% 6.65% 2.86% 2.59% 2.43% 2.24% 1.94%
2025/05/08 10.28% 6.51% 7.19% 3.75% 4.09% 2.61% 2.06% 2.04% 2.77% 1.88%
2025/05/09 10.07% 6.18% 4.68% 4.78% 5.38% 3.97% 2.26% 1.74% 2.45% 1.69%
2025/05/10 10.14% 7.26% 6.9% 5.17% 4.93% 4.31% 2.84% 1.97% 2.78% 2.05%
2025/05/11 10.84% 8.6% 5.96% 5.95% 3.02% 4.48% 2.34% 3.18% 3.72% 1.84%
2025/05/12 9.21% 6.71% 8.43% 4.26% 8.04% 2.14% 2.68% 3.57% 2.13% 2.11%
2025/05/13 10.49% 8.31% 6.88% 4.83% 4.4% 3.41% 2.5% 2.01% 2.97% 3.24%
2025/05/14 9.93% 8.33% 4.97% 3.99% 5.49% 3.4% 2.35% 3.43% 1.7% 3.26%
2025/05/15 10.87% 8.6% 6.24% 4.47% 6.24% 3.57% 2.92% 2.11% 1.65% 2.32%
2025/05/16 10.71% 8.52% 7.09% 5.02% 4.35% 3.07% 1.37% 3.98% 2.41% 2.81%
2025/05/17 10.67% 7.31% 5.89% 5.2% 7.45% 2.98% 2.53% 3.47% 2.03% 2.3%
2025/05/18 11.25% 7.91% 9.09% 4.26% 3.37% 3.65% 2.64% 2.11% 1.82% 2.18%
2025/05/19 9.39% 7.51% 5.59% 3.82% 6.16% 3% 1.82% 4.09% 2.25% 3.69%
2025/05/20 10.89% 6.27% 4.49% 3.7% 8.59% 3.41% 2.64% 3.12% 2.04% 2.38%
2025/05/21 10.68% 7.43% 8.53% 3.82% 6.39% 2.8% 2.61% 2.99% 1.37% 2.46%
2025/05/22 11.5% 7.78% 6.15% 5.29% 6.4% 2.86% 2.6% 4.18% 1.37% 2.4%
2025/05/23 11.99% 6.95% 7.22% 5.38% 3.82% 3.29% 2.44% 2.51% 2.44% 1.6%
2025/05/24 10.62% 8.65% 5.59% 4.58% 5.4% 3.39% 2.93% 2.92% 1.75% 2.72%
2025/05/25 10.7% 7.95% 6.41% 5.52% 4.91% 2.87% 2.38% 3.1% 2.36% 2.75%
2025/05/26 10.53% 7.8% 5.7% 5.13% 4.7% 3.14% 1.91% 3.44% 2.44% 2.72%
2025/05/27 10.87% 6.59% 7.07% 5.17% 7.17% 2.82% 2.25% 2.99% 2.58% 2.39%
2025/05/28 10.67% 7.4% 5.14% 5.51% 4.36% 2.66% 2.9% 2.36% 1.84% 2.36%
2025/05/29 10.9% 7.4% 7.35% 4.58% 4.1% 3.9% 2.44% 3.17% 2.07% 1.49%
2025/05/30 11.83% 6.47% 5.2% 5.03% 7.62% 2.09% 2.49% 1.44% 1.58% 0.93%
2025/05/31 11.18% 7.99% 7.51% 5.35% 4.71% 3.46% 2.73% 2.46% 1.15% 1.02%

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In May 2025, booking.com led with a steady spend share, peaking at 11.99%. Covermore.com.au showed a mid-month surge, while flightcentre.com.au fluctuated. Allianz.com.au and qantas.com had moderate gains. Freely.me and expedia.com.au remained stable, with finder.com.au and budgetdirect.com.au trailing. Insureandgo.com.au ended with a decline.

Market Exposure

Competitor Count for AUS Travel Travel Services

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
2025/05/01 491
2025/05/02 477
2025/05/03 487
2025/05/04 501
2025/05/05 496
2025/05/06 503
2025/05/07 500
2025/05/08 520
2025/05/09 535
2025/05/10 507
2025/05/11 518
2025/05/12 523
2025/05/13 512
2025/05/14 512
2025/05/15 520
2025/05/16 519
2025/05/17 521
2025/05/18 514
2025/05/19 517
2025/05/20 511
2025/05/21 507
2025/05/22 505
2025/05/23 510
2025/05/24 512
2025/05/25 496
2025/05/26 496
2025/05/27 510
2025/05/28 519
2025/05/29 509
2025/05/30 503
2025/05/31 490

Copyright © Adthena. All rights reserved.

May began with 491 advertisers, fluctuating throughout the month, peaking at 535 on May 9. The month concluded with a slight decrease, ending at 490 advertisers.

Campaign Efficiency

Market Loss & Market Gains for AUS Travel Travel Services

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
webjet.com.au 1.96%
tripadvisor.com.au 0.82%
flightcentre.com.au 0.52%
princess.com 0.35%
royalcaribbean.com 0.34%
velocityfrequentflyer.com -0.18%
airnewzealand.com.au -0.24%
expedia.com.au -0.27%
booking.com -0.44%
tripadeal.com.au -1.47%

Copyright © Adthena. All rights reserved.

Webjet.com.au soared with a 1.96% click share increase, while tripadeal.com.au plummeted by 1.47%.

Campaign Efficiency

AUS Travel Travel Services 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 webjet.com.au flightcentre.com.au booking.com expedia.com.au tripadeal.com.au luxuryescapes.com tripadvisor.com.au agoda.com qantas.com kayak.com.au
2025/05/01 9.5% 12.71% 12.77% 6.19% 5.02% 3.4% 2.03% 2.55% 1.74% 2.25%
2025/05/02 11.64% 8.93% 10.97% 6.79% 4.69% 2.87% 2.1% 2.41% 1.71% 2.02%
2025/05/03 11.93% 9.2% 11.41% 7.38% 4.48% 2.99% 1.73% 2.62% 2.44% 2.07%
2025/05/04 11.49% 11.07% 10.38% 6.77% 3.9% 2.78% 1.58% 2.23% 2.23% 1.91%
2025/05/05 13.68% 11.19% 11.12% 5.87% 4% 2.59% 1.8% 2.4% 2.1% 2.18%
2025/05/06 6.85% 10.82% 10.83% 6.63% 3.54% 2.5% 1.62% 2.36% 2.44% 1.65%
2025/05/07 10.07% 10.98% 11.18% 5.08% 5.21% 3.68% 1.86% 2.55% 2.85% 2.18%
2025/05/08 8.53% 11.06% 10.85% 4.25% 4.82% 3.04% 3.55% 2.39% 1.88% 1.9%
2025/05/09 10.09% 7.67% 10.48% 4.78% 4.83% 1.98% 3.32% 2.46% 2.3% 2.32%
2025/05/10 13.22% 10.1% 9.96% 5.31% 4.15% 3.16% 1.83% 2.19% 2.27% 1.99%
2025/05/11 10.02% 9.73% 11.83% 4.82% 5.18% 2.6% 1.81% 2.74% 1.6% 2.28%
2025/05/12 10.69% 12.75% 9.46% 5.39% 3.86% 2.47% 3.21% 2.32% 3.36% 1.72%
2025/05/13 7.95% 11.54% 11.15% 5.33% 3.73% 2.18% 3.46% 2.49% 2.24% 2.32%
2025/05/14 10.92% 8% 10.79% 4.87% 4.36% 2.67% 2.68% 2.28% 2.46% 2.27%
2025/05/15 9.56% 9.07% 11.52% 5.8% 3.97% 2.56% 1.9% 2.46% 2.69% 2.4%
2025/05/16 7.76% 10.87% 14.41% 3.05% 3.4% 3.45% 1.68% 2.36% 2.22% 1.71%
2025/05/17 8.33% 9.29% 12.43% 5.05% 4.6% 2.82% 3.48% 2.34% 3.11% 1.62%
2025/05/18 8.61% 13.51% 11.18% 4.88% 4.14% 3.43% 3.87% 2.56% 1.84% 2.08%
2025/05/19 10.9% 9.13% 9.92% 3.8% 3.42% 2.46% 3.1% 2.2% 2.61% 2.08%
2025/05/20 13.49% 7.54% 11.07% 5.36% 4.32% 2.56% 3.3% 2.31% 3.41% 1.81%
2025/05/21 11.36% 12.92% 11.04% 5.26% 3.89% 1.98% 2.48% 2.42% 2.74% 2.15%
2025/05/22 11.94% 10.06% 12.26% 5.34% 3.67% 3.2% 1.91% 2.54% 2.73% 1.93%
2025/05/23 10.1% 10.99% 11.32% 4.76% 3.57% 4.33% 1.65% 2.35% 1.82% 1.83%
2025/05/24 8.93% 9% 11.37% 6.08% 1.6% 2.34% 2.98% 2.58% 2.53% 1.63%
2025/05/25 12.01% 10.1% 11.2% 4.7% 2.37% 2.82% 3.5% 2.46% 2.21% 1.96%
2025/05/26 11.46% 9.59% 11.44% 4.12% 2.53% 3.47% 3.92% 2.41% 2.21% 1.83%
2025/05/27 9.15% 11.63% 11.79% 4.48% 2.27% 2.66% 3.49% 2.54% 2.94% 2.01%
2025/05/28 11.29% 8.77% 11.38% 6.08% 2.4% 2.59% 3.82% 2.51% 2.05% 1.89%
2025/05/29 12.64% 11.31% 11% 4.89% 3.44% 2.73% 3.69% 2.44% 1.88% 1.56%
2025/05/30 14.36% 8.49% 11.38% 4.88% 3.76% 3.31% 3.08% 2.6% 3.13% 2.3%
2025/05/31 13.48% 11.17% 10.89% 5.18% 4.42% 3.59% 3.39% 2.46% 2.02% 1.77%

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In May 2025, Webjet’s impression share fluctuated, peaking at 14.36% on the 30th. Flight Centre and Booking.com showed consistent shares, while Expedia and TripADeal experienced declines. The month ended with Webjet leading.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Travel Travel Services

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
    Agoda https://www.agoda.com › hotel › deals

    Online Hotel Booking — Agoda - Best Prices Guaranteed with Deals, Special Member Prices. Agoda - Read Reviews from...

  2. 2
    Booking.com https://www.booking.com

    Official Site — Choose From a Wide Range of Properties Which Booking.com Offers. Search Now! Find What You Need At Booking.com, The Biggest Travel Site In...

  3. 3
    Expedia.com.au - Official Site https://www.expedia.com.au › official_site › book_now

    Book Now — Great Deals for Flights, Hotels & More. View Verified Customer Reviews on Expedia.com.au. Get the Most Out of Your Holiday with Packages. Explore Fun Things to Do On Your Stay.

  4. 4
    Flight Centre https://www.flightcentre.com.au › online › enquire-or-book

    Book Flights Online Now — Flight Centre's Expert Travel Consultants Can Tailor the Perfect Trip For You.

  5. 5
    Cheap Webjet Flights | 140+ Trusted Global Airlines https://www.webjet.com.au

    Bundle Your Flights with Accommodation to Save Even More at Checkout. Book Your Trip with Webjet Now & Pay Later With Flexible Payment Options.

Copyright © Adthena. All rights reserved.

In the competitive world of travel services, Agoda, Booking.com, Expedia, Flight Centre, and Webjet dominate Google’s PPC landscape. Agoda entices with guaranteed best prices and member deals, while Booking.com boasts a vast property range. Expedia offers comprehensive holiday packages, Flight Centre provides tailored trips, and Webjet highlights flexible payment options.

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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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