AUS Travel Travel Services - PPC Market Share Analysis November 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.

Travel Services – AUS

Google AI Overview visibility for Travel Travel Services AUS

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 12.4092084536
87.5907915464
12%

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 62
38
62%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 4%
Transactional 16%
Navigational 6%
Seasonal 4%
Local 0%
Problem Solving 18%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
webjet.com.au 20.06
booking.com 16.55
flightcentre.com.au 13.46
agoda.com 4.06
expedia.com.au 2.88
tripadeal.com.au 2.76
tripadvisor.com.au 2.47
kayak.com.au 2.38
princess.com 2.07
carnival.com.au 2.05
others 31.26
  • webjet.com.au - 20.06%
  • booking.com - 16.55%
  • flightcentre.com.au - 13.46%
  • agoda.com - 4.06%
  • expedia.com.au - 2.88%
  • tripadeal.com.au - 2.76%
  • tripadvisor.com.au - 2.47%
  • kayak.com.au - 2.38%
  • princess.com - 2.07%
  • carnival.com.au - 2.05%
  • others - 31.26%

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Webjet.com.au leads with 20.06% click share, followed by Booking.com at 16.55%. Flightcentre.com.au holds 13.46%, while ‘others’ collectively capture 31.26%.

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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date booking.com covermore.com.au ivisa.com royalcaribbean.com allianz.com.au luxuryescapes.com trip.com qantas.com flightcentre.com.au freely.me
2025/11/01 7.52% 3.95% 2.84% 0.99% 4.5% 3.09% 1.55% 4.69% 3.37% 2.39%
2025/11/02 9.38% 3.69% 2.93% 1.46% 3.18% 4.37% 3.62% 3.9% 3.24% 2.08%
2025/11/03 8.86% 4.2% 2.6% 1.23% 3.58% 3.98% 4.61% 7.32% 2.7% 2.54%
2025/11/04 6.64% 4.66% 2.27% 2.06% 3.55% 3.39% 4.83% 4.48% 4.23% 3.11%
2025/11/05 8.73% 4.79% 2.15% 2.74% 3.06% 4.5% 5.9% 2.77% 4.71% 2.57%
2025/11/06 8.28% 3.71% 1.43% 4.17% 2.66% 4.51% 3.55% 3.04% 4.27% 3.1%
2025/11/07 7.25% 4.13% 1.48% 4.44% 3.09% 4.23% 4.14% 3.13% 4.07% 2.92%
2025/11/08 7.94% 3.92% 1.57% 3.7% 3.5% 5.72% 4.29% 3.68% 4.68% 2.65%
2025/11/09 7.76% 5.16% 2.19% 3.55% 3.07% 4.91% 6.99% 3.66% 4.14% 2.01%
2025/11/10 6.33% 4.33% 2.71% 4.2% 2.58% 4.69% 3.43% 2.91% 3.39% 3.2%
2025/11/11 7.68% 4.2% 4.91% 3.8% 2.99% 5.67% 3.09% 3.52% 4.45% 3.07%
2025/11/12 8.44% 4.57% 1.44% 3.98% 3.64% 3.08% 3.41% 3.78% 3.64% 4.23%
2025/11/13 6.86% 4.82% 1.32% 4.25% 4.09% 4.53% 1.82% 3% 4.35% 3.51%
2025/11/14 7.99% 5.3% 1.69% 3.85% 4.11% 3.24% 4.03% 3.39% 4.28% 2.89%
2025/11/15 7.68% 5.09% 4.23% 3.18% 4.88% 4.75% 2.96% 2.99% 3.4% 2.33%
2025/11/16 7.91% 3.53% 4.21% 3.6% 3.36% 3.77% 3.37% 2.58% 3.54% 2.74%
2025/11/17 7.13% 4% 4.43% 3.66% 3.81% 5.68% 5.99% 2.47% 2.69% 3.09%
2025/11/18 6.97% 4.98% 4.47% 3.17% 3.63% 3.31% 1.47% 2.97% 3.79% 2.94%
2025/11/19 8.05% 5.04% 3.25% 3.72% 4.19% 3.85% 2.73% 3.07% 2.97% 3.48%
2025/11/20 8.56% 4.84% 4.12% 3.25% 4.34% 4.25% 1.62% 2.92% 4.61% 2.39%
2025/11/21 8.59% 5.4% 2.88% 2.75% 4.73% 4.13% 2.84% 3.68% 4.8% 1.81%
2025/11/22 7.01% 5.62% 4.58% 3.13% 5.03% 4.6% 3.24% 2.91% 3.19% 2.29%
2025/11/23 7.74% 3.67% 3.62% 3.59% 3.35% 3.34% 2.52% 3.33% 3.46% 2.6%
2025/11/24 7.19% 4.75% 4.37% 3.4% 4.15% 3.29% 2.89% 2.86% 1.93% 2.07%
2025/11/25 6.64% 3.66% 4.86% 2.47% 3.79% 2.34% 2.01% 3.14% 3.65% 2.1%
2025/11/26 6.49% 5.22% 4.34% 3.68% 4.64% 2.53% 1.74% 3.66% 4.07% 2.08%
2025/11/27 7.55% 4.54% 4.36% 2.57% 3.47% 3.41% 4.83% 3.53% 4.25% 1.87%
2025/11/28 7.51% 5.68% 4.03% 3.21% 4.1% 3.72% 3.72% 2.84% 3.91% 2.25%
2025/11/29 7.49% 6.02% 3.94% 4.24% 4.37% 5.51% 4.9% 2.94% 3.46% 2.09%
2025/11/30 7.58% 6.44% 4.91% 4.8% 4.61% 3.14% 2.87% 2.78% 2.65% 2.37%
  • booking.com
  • covermore.com.au
  • ivisa.com
  • royalcaribbean.com
  • allianz.com.au
  • luxuryescapes.com
  • trip.com
  • qantas.com
  • flightcentre.com.au
  • freely.me

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In November 2025, booking.com led with fluctuating spend shares, peaking early and stabilizing. Covermore.com.au and ivisa.com showed consistent growth, while royalcaribbean.com surged mid-month. Allianz.com.au and luxuryescapes.com maintained steady shares. The month concluded with diverse trends across domains.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/11/01 490
2025/11/02 498
2025/11/03 502
2025/11/04 502
2025/11/05 502
2025/11/06 506
2025/11/07 505
2025/11/08 510
2025/11/09 491
2025/11/10 494
2025/11/11 472
2025/11/12 473
2025/11/13 471
2025/11/14 454
2025/11/15 461
2025/11/16 431
2025/11/17 430
2025/11/18 432
2025/11/19 437
2025/11/20 433
2025/11/21 441
2025/11/22 443
2025/11/23 447
2025/11/24 445
2025/11/25 434
2025/11/26 436
2025/11/27 427
2025/11/28 428
2025/11/29 434
2025/11/30 441

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November began with 490 advertisers, peaking at 510 on the 8th. A decline followed, reaching 430 by the 17th. The month concluded with a slight recovery, ending at 441 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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
tripadeal.com.au 2.07%
carnival.com.au 0.65%
princess.com 0.4%
ivisa.com 0.24%
atlys.com 0.23%
groupon.com.au -0.3%
finder.com.au -0.33%
webjet.com.au -0.46%
qantas.com -0.56%
flightcentre.com.au -1.03%

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TripADeal.com.au soared with a 2.07% click share increase, while FlightCentre.com.au dropped by 1.03%.

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.

Date webjet.com.au booking.com flightcentre.com.au luxuryescapes.com cheapflights.com.au trip.com agoda.com airbnb.com.au skyscanner.com.au qantas.com
2025/11/01 13.26% 9.54% 6.79% 3.46% 6.51% 2.03% 2.13% 3.5% 1.71% 2.66%
2025/11/02 12.86% 13.08% 6.67% 4.54% 5.06% 3.37% 2.21% 2.39% 2.71% 2.53%
2025/11/03 10.3% 11.51% 5.3% 4.46% 2.83% 5.29% 2.12% 3.07% 3.2% 6.23%
2025/11/04 13.42% 8.38% 9.13% 4.41% 1.86% 4.88% 2.42% 2.88% 2.09% 2.66%
2025/11/05 8.83% 11.2% 9.83% 4.81% 2.17% 6.64% 2.34% 4.77% 2.18% 1.28%
2025/11/06 11.15% 10.14% 8.55% 5.65% 2.85% 3.96% 2.32% 5.55% 2.93% 1.32%
2025/11/07 10.65% 9.37% 8.48% 5.45% 5.63% 3.72% 2.32% 3.78% 1.68% 1.88%
2025/11/08 12.75% 9.77% 9.65% 7.29% 2.63% 5.4% 2.16% 3.63% 3.23% 2.71%
2025/11/09 11.03% 10.02% 8.58% 5.77% 2.48% 6.39% 2.33% 4.27% 1.72% 3.23%
2025/11/10 11.1% 8.27% 6.81% 5.67% 7.08% 3.13% 2.37% 3.48% 4.39% 1.58%
2025/11/11 10.98% 9.66% 9.93% 7.52% 3.59% 3.82% 2.66% 3.47% 2.3% 1.83%
2025/11/12 8.4% 11.99% 8.16% 4.43% 2.19% 3.03% 2.6% 2.5% 0.79% 2.62%
2025/11/13 12.94% 8.92% 9.68% 5.66% 5.07% 1.71% 2.68% 2.21% 4.5% 1.48%
2025/11/14 13.65% 10.16% 9.44% 3.62% 4.02% 3.87% 2.26% 5.19% 0.72% 2.58%
2025/11/15 13.37% 10.08% 7.53% 6.15% 2.51% 3.78% 1.85% 3.53% 4.8% 1.96%
2025/11/16 11.29% 10.98% 7.84% 4.42% 4.81% 4.02% 2.62% 2.22% 5.88% 1.41%
2025/11/17 10.16% 9.24% 6.13% 7.23% 4.49% 6.28% 2.6% 2.8% 3.91% 1.6%
2025/11/18 13.42% 9.86% 9.5% 4.38% 2.06% 1.5% 2.41% 2.22% 1.71% 1.94%
2025/11/19 8.76% 12.42% 7.22% 5.57% 0.86% 3.08% 2.58% 1.73% 2.97% 2.31%
2025/11/20 10.33% 11.07% 10.71% 5.69% 2.78% 1.28% 2.09% 2.24% 4.39% 1.88%
2025/11/21 11.78% 11.45% 10.95% 5.31% 1.8% 2.99% 2.95% 4.08% 1.02% 1.88%
2025/11/22 10.88% 9.23% 6.9% 6.05% 3.67% 3.85% 2.56% 2.14% 3.62% 2.22%
2025/11/23 13.03% 9.26% 7.41% 3.88% 7.3% 2.57% 2.17% 1.81% 3.15% 2.84%
2025/11/24 11.88% 9.53% 4.19% 4.54% 5.31% 3.19% 2.23% 2.46% 6.03% 1.63%
2025/11/25 12.68% 9.03% 8.72% 2.67% 3.87% 2.35% 2.49% 2.97% 3.46% 1.36%
2025/11/26 10.89% 8.98% 10.17% 3.1% 2.2% 2.8% 2.45% 0.61% 3.41% 2.48%
2025/11/27 12.47% 9.38% 9.36% 4.14% 3.99% 5.01% 2.29% 3.06% 5.22% 2.24%
2025/11/28 11.79% 9.34% 8.22% 4.31% 5.05% 4.37% 1.97% 2.87% 2.33% 1.24%
2025/11/29 9.36% 9.59% 7.66% 5.54% 2.69% 5.68% 1.95% 1.68% 6.47% 2.38%
2025/11/30 11.11% 11.07% 5.83% 4% 3.87% 3.16% 2.67% 2.54% 2.28% 1.78%
  • webjet.com.au
  • booking.com
  • flightcentre.com.au
  • luxuryescapes.com
  • cheapflights.com.au
  • trip.com
  • agoda.com
  • airbnb.com.au
  • skyscanner.com.au
  • qantas.com

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Webjet’s impression share fluctuated, peaking at 13.65% mid-month. Booking.com saw a steady presence, while Flight Centre’s share varied. Luxury Escapes and Cheapflights had modest shares. Trip.com and Agoda maintained low visibility. Airbnb and Skyscanner showed sporadic peaks. Qantas remained consistently low.

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.

Google Text Ad Copy Insights & Creative Trends for AUS Travel Travel Services - Last month
  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...

  3. 3
    Flight Centre Online https://www.flightcentre.com.au › online › enquire-or-book

    Book With Flight Centre — Search & Compare The Widest Range of Cheap Flights & Enquire Online Today.

  4. 4
    Cheap Flight Tickets https://au.trip.com › flight › deals

    Search, Compare & Book — Discover a Wide Selection Of Flights. Explore and Save With Trip.com! Search, Compare & Book...

  5. 5
    Webjet Australia https://www.webjet.com.au

    Book Cheap Flights Today — Book Your Multi City Trip with Webjet Now & Pay Later With Flexible Payment Options. Choose...

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In the competitive travel services industry, Agoda, Booking.com, Flight Centre, Trip.com, and Webjet Australia dominate Google’s PPC landscape. Agoda and Booking.com emphasize vast property selections and guaranteed best prices. Flight Centre and Trip.com focus on flight comparisons, while Webjet highlights flexible payment options for multi-city trips.

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