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AUS Travel Travel Technology - PPC Market Share Analysis June 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Travel Technology category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Travel Technology – AUS

Google AI Overview visibility for Travel Travel Technology AUS

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

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AIO Frequency

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

Frequency Percentage
Frequency 8.84077467827
91.1592253217
8%

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 46
54
46%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 25%
Transactional 2%
Navigational 3%
Seasonal 0%
Local 0%
Problem Solving 22%

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Market Exposure

Share of Clicks for top 10 AUS Travel Travel Technology 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
skyscanner.com.au 87.65
cheapflights.com.au 3.96
booking.com 2.43
flight-fare.com 1.74
flightcentre.com.au 1.22
rome2rio.com 0.75
webjet.com.au 0.55
save70.com 0.41
kayak.com.au 0.32
travelonline.com 0.28
others 0.69
  • skyscanner.com.au - 87.65%
  • cheapflights.com.au - 3.96%
  • booking.com - 2.43%
  • flight-fare.com - 1.74%
  • flightcentre.com.au - 1.22%
  • rome2rio.com - 0.75%
  • webjet.com.au - 0.55%
  • save70.com - 0.41%
  • kayak.com.au - 0.32%
  • travelonline.com - 0.28%
  • others - 0.69%

Copyright © Adthena. All rights reserved.

Skyscanner.com.au dominates with 87.65% click share, overshadowing others. Cheapflights.com.au follows at 3.96%, while booking.com holds 2.43%. The remaining advertisers, including “others,” share the rest.

Market Exposure

Share of Spend for the top 10 AUS Travel Travel Technology 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
Share of Spend - Last Month
Date skyscanner.com.au booking.com flight-fare.com cheapflights.com.au flightcentre.com.au save70.com kayak.com.au fareharbor.com webjet.com.au expedia.com.au
2026/05/01 89.76% 1.23% 0.02% 1.5% 1% 0% 0% 1.57% 0.09% 0.05%
2026/05/02 59.87% 1.03% 2.62% 24.78% 0.32% 0% 6.89% 0.91% 0.09% 0.03%
2026/05/03 56.99% 6.14% 3.14% 20.61% 0.88% 0% 8.26% 1.39% 0.07% 0.36%
2026/05/04 61.58% 4.43% 0.01% 29.92% 0.04% 0% 0% 1.07% 0.05% 0.28%
2026/05/05 78.69% 0.94% 6.86% 7.87% 0.05% 0% 0.49% 1.21% 0.06% 0.38%
2026/05/06 65.29% 5.39% 3.11% 13.86% 0.35% 0% 7.64% 0.76% 0.08% 0.08%
2026/05/07 83.65% 2.49% 2.64% 7.46% 0.19% 0.17% 1.66% 0.49% 0.06% 0.06%
2026/05/08 79.11% 3.74% 1.88% 5.9% 0.48% 0.07% 3.44% 0.73% 2.94% 0.17%
2026/05/09 66.48% 7.43% 6.76% 12.69% 0.44% 0.52% 4.23% 0.31% 0.02% 0.1%
2026/05/10 63.25% 11.29% 9% 8.56% 2.63% 0.8% 2.98% 0.34% 0.01% 0.01%
2026/05/11 55.87% 5.81% 9.15% 9.83% 2.47% 1.77% 2.58% 0.33% 6.55% 4.49%
2026/05/12 52.56% 9.44% 9.53% 12.67% 6.56% 2.42% 4.48% 0.36% 1.03% 0.01%
2026/05/13 54.57% 12.81% 9.16% 11.91% 2.6% 0.82% 4.56% 0.28% 2.18% 0.01%
2026/05/14 60.7% 4.92% 10.22% 10.46% 3.42% 0.68% 4.06% 0.48% 3.73% 0.1%
2026/05/15 52% 1.72% 15.2% 9.13% 5.47% 5.47% 2.62% 0.34% 6.75% 0.01%
2026/05/16 57.51% 9.63% 13.21% 10.57% 4.9% 0.28% 0.66% 0.41% 1.07% 0.04%
2026/05/17 61.1% 11.53% 6.07% 4.91% 7.51% 0% 1% 0.37% 6.18% 0.01%
2026/05/18 65.36% 9.28% 7.8% 6.96% 0.2% 1.3% 0.74% 0.44% 6.55% 0.01%
2026/05/19 64.1% 4.72% 6.73% 7.25% 2.96% 0.3% 0.56% 0.4% 5.25% 5.99%
2026/05/20 65.67% 4.68% 5.33% 9.06% 6.24% 0.46% 0.59% 0.35% 0.01% 6.1%
2026/05/21 57.52% 10.95% 8.24% 12.41% 2.27% 0.52% 0.89% 0.34% 0.98% 4.37%
2026/05/22 56.58% 8.07% 11.25% 11.56% 6.95% 1.35% 1.12% 0.29% 1.03% 0.01%
2026/05/23 51.4% 10.37% 7.94% 13.82% 6.48% 0.58% 0.89% 0.27% 2.7% 4.12%
2026/05/24 60.01% 12.47% 9.88% 10.74% 2.77% 0.57% 1.34% 0.37% 0.01% 0.02%
2026/05/25 52.3% 13.94% 10.3% 10.09% 4.1% 1.28% 1.23% 0.3% 0.01% 4.81%
2026/05/26 47.08% 14.81% 7.34% 11.5% 7.85% 0.34% 2.85% 0.2% 0.01% 4.91%
2026/05/27 45.02% 13.8% 6.51% 17.07% 9.83% 0.17% 2.36% 0.28% 0.24% 3.64%
2026/05/28 47.96% 18.98% 11.15% 11.39% 7.82% 0% 1.25% 0.32% 0.11% 0.01%
2026/05/29 45.24% 17.47% 8.02% 8.02% 7.42% 0.29% 1.37% 0.36% 0.08% 7.04%
2026/05/30 55.01% 18.02% 12.33% 5.99% 5.05% 1.22% 0.35% 0.33% 0.08% 0.07%
2026/05/31 55.84% 14.16% 12.94% 7.72% 5.02% 2.11% 0.75% 0.42% 0.22% 0.01%
  • skyscanner.com.au
  • booking.com
  • flight-fare.com
  • cheapflights.com.au
  • flightcentre.com.au
  • save70.com
  • kayak.com.au
  • fareharbor.com
  • webjet.com.au
  • expedia.com.au

Copyright © Adthena. All rights reserved.

In May 2026, Skyscanner.com.au led with fluctuating spend, peaking early at 89.76%. Booking.com steadily increased, ending at 14.16%. Flight-fare.com and Cheapflights.com.au showed mid-month spikes. Overall, diverse strategies marked the month.

Market Exposure

Competitor Count for AUS Travel Travel Technology

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
Competitor Count - Last month
Date Competitor Count
2026/05/01 43
2026/05/02 44
2026/05/03 44
2026/05/04 47
2026/05/05 40
2026/05/06 43
2026/05/07 43
2026/05/08 49
2026/05/09 46
2026/05/10 46
2026/05/11 48
2026/05/12 48
2026/05/13 47
2026/05/14 46
2026/05/15 43
2026/05/16 54
2026/05/17 51
2026/05/18 51
2026/05/19 49
2026/05/20 49
2026/05/21 50
2026/05/22 48
2026/05/23 52
2026/05/24 51
2026/05/25 52
2026/05/26 63
2026/05/27 59
2026/05/28 52
2026/05/29 56
2026/05/30 52
2026/05/31 51

Copyright © Adthena. All rights reserved.

May saw a dynamic shift in distinct advertisers, starting at 43 and peaking at 63 mid-month. The month concluded with a stable 51, reflecting a vibrant advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for AUS Travel Travel Technology

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
booking.com 1.57%
flightcentre.com.au 0.82%
flight-fare.com 0.46%
cheapflights.com.au 0.39%
expedia.com.au 0.3%
rezdy.com -0.04%
save70.com -0.1%
kayak.com.au -0.22%
webjet.com.au -0.44%
skyscanner.com.au -3.38%

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Booking.com soared with a 1.57% click share increase, while Skyscanner.com.au plummeted by 3.38%. Flightcentre.com.au and Cheapflights.com.au also gained, contrasting Webjet.com.au’s decline.

Campaign Efficiency

AUS Travel Travel Technology 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 skyscanner.com.au booking.com flight-fare.com cheapflights.com.au flightcentre.com.au save70.com kayak.com.au webjet.com.au expedia.com.au tripsinsider.com
2026/05/01 95.48% 0.81% 0.01% 1.03% 0.71% 0% 0% 0.04% 0.02% 0%
2026/05/02 69% 0.83% 4.6% 19.15% 0.26% 0% 4.6% 0.05% 0.01% 0%
2026/05/03 63.35% 6.55% 5.28% 16.69% 0.87% 0% 5.28% 0.04% 0.3% 0%
2026/05/04 70.59% 4.97% 0% 22.29% 0.01% 0% 0% 0.03% 0.25% 0%
2026/05/05 80.55% 0.43% 10.74% 5.95% 0.02% 0% 0.29% 0.03% 0.3% 0%
2026/05/06 72.29% 5.71% 5.09% 10.16% 0.28% 0% 4.82% 0.04% 0.03% 0%
2026/05/07 71.05% 6.44% 6.25% 11.79% 0.18% 0.51% 2.86% 0.04% 0.04% 0.04%
2026/05/08 61.73% 11.45% 6.18% 8.79% 2.42% 0.1% 4.02% 3.92% 0.15% 0.27%
2026/05/09 53.04% 9.58% 8.31% 11.27% 2.79% 1.7% 2.92% 4.74% 4.83% 0.22%
2026/05/10 55.74% 9.19% 7.74% 11.23% 3.59% 0.78% 2.36% 6.57% 1.64% 0.27%
2026/05/11 54.96% 5.76% 8.85% 11.77% 2.09% 2.75% 2.27% 8.63% 1.82% 0.38%
2026/05/12 50.81% 8.14% 10.73% 14.4% 5.35% 4.21% 3.91% 1.72% 0.01% 0.14%
2026/05/13 53.18% 11.58% 9.44% 11.66% 2.27% 2.86% 4.21% 3.98% 0% 0.38%
2026/05/14 61.35% 5.12% 11.12% 11.34% 2.64% 0.88% 3.76% 2.39% 0.12% 0.38%
2026/05/15 53.1% 2.68% 17.22% 8.76% 4.14% 4.74% 2.37% 5.85% 0% 0.59%
2026/05/16 55.15% 9.12% 13.26% 11.88% 4.03% 2.16% 0.57% 1.88% 0.04% 0.85%
2026/05/17 57.9% 10.02% 7.91% 5.87% 7.42% 0% 0.83% 7.29% 0% 0%
2026/05/18 63.88% 7.81% 9.24% 6.04% 0.21% 2.37% 0.62% 8.23% 0% 0.31%
2026/05/19 67.25% 4.81% 7.46% 7.74% 2.56% 0.37% 0.51% 5.1% 2.59% 0.43%
2026/05/20 69.02% 4.82% 5.42% 9.98% 5.45% 0.5% 0.58% 0.01% 2.66% 0.54%
2026/05/21 59.88% 10.54% 8.35% 12.53% 1.98% 0.59% 0.87% 1.85% 1.85% 0.5%
2026/05/22 51.5% 7% 13.2% 11.9% 5.2% 2.14% 0.96% 1.68% 1.68% 0.62%
2026/05/23 54.25% 10.14% 10.03% 13.99% 5.24% 0.63% 0.84% 1.7% 1.73% 0.41%
2026/05/24 58.94% 11.38% 12.81% 10.8% 2.28% 0.61% 1.16% 0.01% 0.01% 0.84%
2026/05/25 51.85% 12.63% 10.38% 11.63% 4.11% 2.32% 1.06% 0.01% 1.96% 1%
2026/05/26 47.98% 14.01% 8.63% 11.99% 6.39% 0.45% 2.53% 0.01% 2.04% 0.75%
2026/05/27 46.91% 13.36% 7.79% 18.41% 8.08% 0.2% 2.13% 0.3% 1.52% 0.28%
2026/05/28 47.15% 18.23% 13.23% 12.36% 6.28% 0% 1.13% 0.15% 0% 0.45%
2026/05/29 43.76% 17.86% 11.68% 7.47% 6.07% 0.29% 1.18% 0.1% 3.89% 0.59%
2026/05/30 56.2% 16.42% 11.41% 6.73% 4.22% 2.65% 0.31% 0.11% 0.08% 0.62%
2026/05/31 54.96% 14.2% 12.4% 10.44% 3.95% 1.75% 0.8% 0.26% 0.01% 0%
  • skyscanner.com.au
  • booking.com
  • flight-fare.com
  • cheapflights.com.au
  • flightcentre.com.au
  • save70.com
  • kayak.com.au
  • webjet.com.au
  • expedia.com.au
  • tripsinsider.com

Copyright © Adthena. All rights reserved.

Skyscanner’s dominance waned from 95.48% to 54.96% in May. Booking.com and Flight-fare.com gained traction, ending at 14.2% and 12.4%, respectively. Cheapflights.com.au fluctuated, closing at 10.44%.

Campaign Efficiency

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

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 Travel Technology - Last month
  1. 1
    Booking.com Flights - Compare airlines and prices https://www.booking.com

    Book your next flight with us. Easily compare airlines and prices. We combine flights from different airlines to build the best itinerary for you.

  2. 2
    Cheapflights flight search - Compare flights for free https://www.cheapflights.com.au › flights

    Find cheap flights easily. Filter results for your perfect trip. Book now.

  3. 3
    Unsold Seats -75% https://www.flight-fare.com › cheap › flights

    75% Off Cheap Flight Tickets — The Cheapest Flights, Discounted Flights, and Travel Last Minute Deals. Grab Amazing Discounts ...

  4. 4
    Find Cheap Flights Online - Compare the best prices https://www.flightcentre.com.au › fiji

    Save on the Widest Choice of International Flights with Flight Centre. Book Online Now.

  5. 5
    Skyscanner™ Flights https://www.skyscanner.com.au

    Compare & Book Cheap Flights — Find Flights To Anywhere, Any Time. Your Flight Search Starts Here! Check 1000s Flight Deals...

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In the competitive world of travel PPC, Booking.com leads with a focus on comprehensive flight comparisons. Cheapflights and Skyscanner emphasize affordability and ease, while Flight Centre highlights a wide selection. Flight-fare.com captures attention with significant discounts, showcasing diverse strategies to attract travelers.

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Get the full picture

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.

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