AUS Travel Travel Technology - PPC Market Share Analysis January 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.

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	28.1401324242
	71.8598675758

28%

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	51
	49

51%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	30%
Transactional	3%
Navigational	2%
Seasonal	0%
Local	0%
Problem Solving	22%

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
rome2rio.com	28.82
travelonline.com	15.55
booking.com	13.9
amazon.com.au	10.28
cocoontravelpillows.com	6.58
fareharbor.com	4.41
cheapflights.com.au	3.9
lodgify.com	2.54
rezdy.com	1.93
traveluniverse.com.au	1.11
others	10.98

rome2rio.com - 28.82%
travelonline.com - 15.55%
booking.com - 13.9%
amazon.com.au - 10.28%
cocoontravelpillows.com - 6.58%
fareharbor.com - 4.41%
cheapflights.com.au - 3.9%
lodgify.com - 2.54%
rezdy.com - 1.93%
traveluniverse.com.au - 1.11%
others - 10.98%

In the travel tech PPC landscape, rome2rio.com leads with 28.82% click share, followed by travelonline.com at 15.55%. Booking.com captures 13.9%, while ‘others’ collectively hold 10.98%.

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	booking.com	fareharbor.com	bokun.io	lodgify.com	rezdy.com	cocoontravelpillows.com	viator.com	amazon.com.au	eventbrite.com.au	cheapflights.com.au
2026/01/01	19.98%	13.74%	6.99%	5.2%	3.62%	2.8%	1.87%	2.11%	1.27%	4.98%
2026/01/02	59.49%	9.13%	5.23%	2.87%	5.54%	0.21%	1.34%	0.86%	0%	3.3%
2026/01/03	23.7%	13.63%	7.7%	5.13%	6.23%	1.88%	2.19%	5.76%	0.97%	6.93%
2026/01/04	57.22%	8.75%	0.81%	3.23%	5.71%	1.95%	1.37%	3.13%	0%	2.29%
2026/01/05	15.72%	17.05%	5.32%	7.91%	3.85%	3.3%	2.91%	17.62%	0%	0.14%
2026/01/06	22.96%	9.91%	7.12%	7.36%	3.14%	4.08%	1.91%	5.2%	1.85%	6.61%
2026/01/07	23.59%	13.94%	3.79%	6.55%	6.74%	3.56%	2.16%	10.4%	0%	6.38%
2026/01/08	6.55%	24.48%	8.17%	7.5%	7.82%	3.92%	3.24%	10.3%	0%	0.23%
2026/01/09	11.24%	22.29%	5.74%	7.13%	5.42%	4.08%	4.18%	4.52%	0%	13.31%
2026/01/10	20.32%	15.49%	5.81%	7.64%	3.46%	5.45%	2.87%	3.69%	6.93%	6.32%
2026/01/11	19.78%	17.29%	4.45%	5.93%	8.02%	4.82%	1.99%	6.5%	4.43%	7.96%
2026/01/12	23.48%	18.23%	2.23%	6.05%	5.86%	3.63%	2.12%	7.62%	2.19%	6.16%
2026/01/13	24.45%	14.63%	5.56%	5.87%	3.13%	5.81%	2.56%	6.99%	3.69%	8.2%
2026/01/14	17.65%	17.54%	8.13%	4.58%	8.55%	7.69%	2.42%	7.06%	3.84%	3.24%
2026/01/15	25.43%	17.68%	4.96%	5.66%	6.59%	1.95%	2.32%	4.16%	2.46%	7.4%
2026/01/16	11.58%	19.66%	5.06%	6.28%	4.78%	3.6%	3.69%	3.99%	0%	13.88%
2026/01/17	22.79%	18.31%	1.4%	6%	3.37%	6.79%	1.95%	13.93%	2.65%	3.65%
2026/01/18	30.08%	12.52%	2.94%	6.72%	10.13%	6.05%	1.96%	9.26%	0%	2.81%
2026/01/19	20.5%	16.12%	6.9%	8.44%	9.85%	3.43%	1.47%	7.98%	0%	7.58%
2026/01/20	28.5%	13.14%	4.88%	8.03%	3.76%	7.07%	1.61%	11.02%	0%	7.82%
2026/01/21	30.33%	14.83%	9.55%	4.71%	0.07%	6.92%	1.58%	5.56%	0%	10.67%
2026/01/22	23.21%	13.42%	12.37%	7.44%	6.95%	8.59%	2.48%	7.4%	2.05%	0.05%
2026/01/23	32.3%	18.44%	4.82%	4.9%	7.38%	5.29%	2.26%	6.49%	2.18%	0.04%
2026/01/24	24.13%	18.76%	4.16%	4.75%	6.95%	6.9%	1.68%	2.5%	6.49%	3.83%
2026/01/25	30.32%	17.13%	8.89%	4.22%	5.94%	2.18%	2.63%	2.78%	1.84%	7.85%
2026/01/26	24.22%	15.93%	5.27%	5.33%	9.86%	7.88%	2.53%	1.96%	4.03%	9.63%
2026/01/27	28.95%	10.02%	7.33%	5.78%	3.24%	5.01%	2.2%	4.17%	6.32%	6.72%
2026/01/28	27.07%	12.79%	7.4%	5.01%	3.81%	4.85%	2.77%	2.24%	3.34%	9.64%
2026/01/29	35.29%	13.97%	9.12%	7.02%	3.89%	3.87%	1.51%	2.06%	1.14%	4.2%
2026/01/30	21.61%	17.42%	11.94%	4.41%	9.8%	6.86%	1.43%	4.46%	0%	6.23%
2026/01/31	29.58%	15.6%	11.68%	6.4%	3.98%	3.39%	2.77%	2.61%	1.16%	0.24%

booking.com
fareharbor.com
bokun.io
lodgify.com
rezdy.com
cocoontravelpillows.com
viator.com
amazon.com.au
eventbrite.com.au
cheapflights.com.au

In January 2026, booking.com dominated PPC spend, peaking mid-month. Fareharbor.com and bokun.io showed steady trends, while lodgify.com and rezdy.com fluctuated. Cocoontravelpillows.com and viator.com maintained low spend. Amazon.com.au and cheapflights.com.au had sporadic spikes. Eventbrite.com.au remained minimal.

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
2026/01/01	53
2026/01/02	55
2026/01/03	53
2026/01/04	54
2026/01/05	51
2026/01/06	55
2026/01/07	53
2026/01/08	51
2026/01/09	51
2026/01/10	50
2026/01/11	49
2026/01/12	51
2026/01/13	50
2026/01/14	55
2026/01/15	51
2026/01/16	51
2026/01/17	52
2026/01/18	51
2026/01/19	48
2026/01/20	52
2026/01/21	48
2026/01/22	47
2026/01/23	46
2026/01/24	49
2026/01/25	47
2026/01/26	51
2026/01/27	51
2026/01/28	49
2026/01/29	45
2026/01/30	48
2026/01/31	52

January saw fluctuating advertiser numbers, peaking at 55 and dipping to 45. The month concluded with a slight recovery at 52.

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	2.94%
cocoontravelpillows.com	2.35%
travelonline.com	1.9%
qantas.com	0.31%
bokun.io	0.31%
expedia.com.au	-0.46%
wego.com	-0.53%
traveluniverse.com.au	-0.53%
aliexpress.com	-0.65%
amazon.com.au	-4.16%

Booking.com surged with a 2.94% click share increase, while Amazon.com.au faced a 4.16% decline. Cocoontravelpillows.com and Travelonline.com also saw positive growth.

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	booking.com	rome2rio.com	cocoontravelpillows.com	travelonline.com	amazon.com.au	bokun.io	luxuryescapes.com	fareharbor.com	cheapflights.com.au	save70.com
2026/01/01	10.89%	4.96%	4.59%	3.31%	5.05%	3.38%	2.2%	3.55%	7.45%	45.43%
2026/01/02	56.04%	6.96%	0.69%	4.64%	1.92%	2.99%	1.16%	4.15%	7.84%	0%
2026/01/03	20.59%	8.04%	3.71%	5.37%	14.11%	3.33%	3.58%	3.98%	8.1%	0%
2026/01/04	46.86%	6.5%	5.14%	3.25%	9.24%	0.4%	3.25%	4%	4.9%	0%
2026/01/05	11.88%	11.09%	5.49%	1.86%	32.52%	2.02%	5.55%	5.67%	0.11%	0%
2026/01/06	15.79%	7.72%	8.65%	3.44%	15.17%	2.94%	1.72%	3.79%	7.8%	0%
2026/01/07	13.03%	11.25%	6.81%	7.5%	24.93%	1.37%	3.75%	3.05%	8.45%	0%
2026/01/08	3.58%	13.09%	10.37%	8.74%	23.28%	4.3%	2.92%	10.42%	0.26%	0%
2026/01/09	6.59%	22.56%	5.62%	7.54%	7.69%	1.93%	0.03%	3.86%	19.46%	0%
2026/01/10	14.03%	9.18%	11.51%	8.17%	6.82%	2.54%	8.17%	5.29%	9.27%	0%
2026/01/11	12.02%	6.15%	10.7%	6.56%	16.68%	1.65%	8.21%	6.26%	11.11%	0%
2026/01/12	13.47%	8.2%	8.65%	1.83%	21.27%	0.94%	3.66%	5.86%	8.56%	0%
2026/01/13	11.08%	6.24%	14.21%	2.09%	12.96%	2.59%	10.42%	5.4%	14.24%	0%
2026/01/14	14.76%	10.29%	16.8%	5.15%	12.71%	3.38%	5.16%	5.52%	3.97%	0%
2026/01/15	16.05%	13.58%	4.04%	4.53%	11.85%	2.23%	0.02%	6.7%	10.3%	0%
2026/01/16	6.88%	19.19%	5.86%	7.87%	8.02%	2.01%	0.03%	4.03%	20.3%	0%
2026/01/17	8.51%	8.85%	13.5%	8.43%	30.47%	0.62%	1.69%	4.81%	3.92%	0%
2026/01/18	18.71%	11.59%	12.61%	3.87%	22.58%	1.41%	0%	2.44%	4.49%	0%
2026/01/19	16.8%	9.95%	7.31%	5.69%	23.04%	3.01%	0%	4.02%	8.76%	0%
2026/01/20	13.61%	11.63%	14.95%	3.88%	28.07%	1.91%	0%	3.37%	8.78%	0%
2026/01/21	15.56%	10.8%	16.02%	8.24%	9.93%	4.28%	6.18%	3.62%	13.91%	0%
2026/01/22	6.77%	10.36%	24.41%	4.85%	18.35%	6.54%	2.43%	5.09%	0.06%	0%
2026/01/23	16.64%	9.55%	15.65%	11.72%	15.34%	2.89%	2.94%	8.67%	0.05%	0%
2026/01/24	22.1%	12.36%	18.73%	7.58%	5.32%	2.22%	0.01%	6.28%	5.71%	0%
2026/01/25	24.18%	10.04%	3.39%	6.16%	5.78%	4.49%	6.16%	5.85%	13.82%	0%
2026/01/26	22.8%	9.88%	17.97%	4.04%	3.59%	2.25%	4.04%	4.76%	13.61%	0%
2026/01/27	24.98%	10.26%	12.45%	4.61%	10.65%	3.37%	0%	2.38%	9.52%	0%
2026/01/28	22.59%	9%	11.65%	9.82%	4.73%	3.63%	0%	3.68%	16.62%	0%
2026/01/29	24.17%	12.78%	10.08%	5.23%	5.65%	4.48%	5.22%	2.68%	6.05%	0%
2026/01/30	20.79%	9.37%	14.78%	3.84%	10.76%	4.97%	7.66%	4.76%	8.72%	0%
2026/01/31	15.5%	10.98%	9.77%	8.99%	7.69%	6.29%	5.99%	4.87%	0.24%	0%

booking.com
rome2rio.com
cocoontravelpillows.com
travelonline.com
amazon.com.au
bokun.io
luxuryescapes.com
fareharbor.com
cheapflights.com.au
save70.com

In January 2026, save70.com led with a 45.43% share on the 1st. Booking.com fluctuated, peaking at 56.04% on the 2nd. Rome2rio.com and cocoontravelpillows.com showed steady growth. The month ended with booking.com at 15.5%.

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
Book Cheap Flights | Best Flight Deals | Compare prices on flights 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
Flight scanner https://www.cheapflights.com.au › flights
Cheapflights flight search — The flight you want, the price you need. We search, you save. Trusted by 1m+ travelers. Flight...
3
The #1 Booking Software | All-in-One Booking System https://www.fareharbor.com
Get more direct bookings & reduce fees with our powerful booking system. Try it now. Say goodbye to high commissions. Start maximizing profits with smarter tools today.
4
-70% Cheapest Flight Deals - 2025 Cheap Flights - Book Now https://www.save70.com/
Cheapest Flights. Unsold Seats at Last Minute Offers. Save in Seconds. Book Now Online!
5
TravelOnline Holiday Packages | Book Now, Pay Weekly https://www.travelonline.com › holiday › deals
Holiday Packages Made Easy. with Coordinated Flights, Accommodation, Tours & Transfers. Lock in Your Holiday before Prices Jump, Pay the Rest in Weekly Instalments. Book Now. Price Promise.

In the competitive world of travel PPC, Booking.com entices with seamless flight comparisons, while Cheapflights.com.au promises savings for over a million travelers. Fareharbor.com offers a commission-free booking system, Save70.com highlights last-minute deals, and TravelOnline.com simplifies holiday planning with flexible payments.

Frequently Asked Questions

Why is the AUS Travel Travel Technology January 2026 Report useful and how should I use it?

Why is the AUS Travel Travel Technology January 2026 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the AUS Travel Travel Technology January 2026 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the AUS Travel Travel Technology January 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the AUS Travel Travel Technology January 2026 Report?

The AUS Travel Travel Technology January 2026 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Travel Travel Technology January 2026 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Travel Travel Technology January 2026 Report for?

The AUS Travel Travel Technology January 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Can I get a custom report for my brand?

Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

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AUS Travel Travel Technology - PPC Market Share Analysis January 2026