US Hospitality Customer Services - PPC Market Share Analysis December 2025

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

Customer Services – US

Google AI Overview visibility for Hospitality Customer Services US

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 5.11081023302
94.889189767
5%

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 16
84
16%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 1%
Transactional 21%
Navigational 6%
Seasonal 0%
Local 24%
Problem Solving 0%

Copyright © Adthena. All rights reserved.

Market Exposure

Share of Clicks for top 10 US Hospitality Customer 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
marriott.com 30.4
booking.com 14.25
hotels.com 11.27
choicehotels.com 7.64
hyatt.com 7.31
publichotels.com 4.65
guestreservations.com 4.07
bookonline.com 2.99
caesars.com 2.58
reservationdesk.com 1.66
others 13.18
  • marriott.com - 30.4%
  • booking.com - 14.25%
  • hotels.com - 11.27%
  • choicehotels.com - 7.64%
  • hyatt.com - 7.31%
  • publichotels.com - 4.65%
  • guestreservations.com - 4.07%
  • bookonline.com - 2.99%
  • caesars.com - 2.58%
  • reservationdesk.com - 1.66%
  • others - 13.18%

Copyright © Adthena. All rights reserved.

Marriott.com leads with 30.4% click share, followed by Booking.com at 14.25%. Others collectively hold 13.18%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 US Hospitality Customer 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 hotels.com marriott.com guestreservations.com publichotels.com hyatt.com bookonline.com ihg.com reservationstays.com choicehotels.com
2025/12/01 18.45% 19.38% 18.31% 4.5% 2.63% 6.01% 4.09% 2.32% 2.78% 5.94%
2025/12/02 17.33% 19.34% 19.51% 3.68% 3.76% 5.03% 4.39% 2.59% 2.26% 5.13%
2025/12/03 16.28% 18.47% 19.45% 3.43% 3.8% 5.57% 3.58% 3.07% 2.87% 2.86%
2025/12/04 16.12% 21.14% 20.19% 4.57% 2.12% 4.82% 1.65% 4.09% 2.11% 2.33%
2025/12/05 17.02% 18.01% 19.65% 4.52% 3.58% 6.18% 2.14% 1.51% 2.55% 1.27%
2025/12/06 14.95% 13.86% 26.62% 5.04% 3.62% 7.19% 3.61% 1.56% 2.62% 1.79%
2025/12/07 18% 17.45% 17.01% 7.8% 3.27% 6.72% 3.3% 1.11% 2.69% 2.59%
2025/12/08 13.98% 19.74% 23.46% 4.33% 4.89% 5.91% 3.52% 0.73% 1.67% 2.85%
2025/12/09 15.82% 18.62% 17.03% 5.9% 5.64% 7.29% 4.1% 1.44% 2.12% 2.03%
2025/12/10 17.2% 14.19% 18.88% 6.31% 4.15% 7.03% 3.76% 1.2% 2.47% 2.61%
2025/12/11 17.53% 13.8% 18.56% 5.3% 5.14% 7.75% 4.93% 1.57% 3.45% 2.96%
2025/12/12 17.31% 11.83% 24.92% 5.7% 4.61% 6.28% 2.29% 1.46% 2.73% 3.12%
2025/12/13 18.67% 13.63% 19.19% 4.14% 5.81% 7.26% 3.41% 1.98% 3.2% 2.9%
2025/12/14 20.47% 14.94% 24.51% 5.24% 4.63% 4.4% 2.14% 1.29% 1.89% 2.96%
2025/12/15 19.02% 15.96% 21.91% 5.37% 4.08% 5.23% 2.85% 0.92% 1.63% 3.84%
2025/12/16 20.42% 13.15% 15.81% 7.8% 6.22% 7.46% 3.37% 1.39% 2.79% 2.97%
2025/12/17 18.66% 11.41% 23.48% 5.96% 3.83% 7.65% 4.84% 2.46% 3.39% 2.39%
2025/12/18 18.91% 12.18% 18.35% 6.43% 5.29% 6.51% 5.79% 2.6% 3.25% 2.62%
2025/12/19 19.61% 12.4% 22.3% 6.54% 3.6% 4.8% 4.27% 2.38% 2.03% 2.23%
2025/12/20 18.14% 14.6% 22.48% 6.5% 4.09% 5.64% 4.26% 4.79% 1.52% 2.33%
2025/12/21 22.45% 12.63% 17.14% 5.98% 4.27% 7.88% 4.73% 4.99% 1.97% 1.9%
2025/12/22 20% 16.81% 15.04% 6.02% 3.9% 5.82% 6.27% 3.61% 2.25% 2.23%
2025/12/23 19.78% 15.86% 16.09% 6.09% 3.2% 5.68% 4.81% 5.15% 1.24% 3.34%
2025/12/24 16.83% 13.88% 19.39% 5.89% 3.75% 6.17% 4.61% 7.77% 2.05% 2.98%
2025/12/25 18.52% 12.31% 17.11% 6.09% 5.65% 7.14% 3.9% 7.31% 1.22% 2.87%
2025/12/26 19.21% 12.78% 21.21% 7.01% 3.72% 5.74% 4.32% 4.96% 2.48% 2.19%
2025/12/27 19.26% 14.33% 19.34% 6.88% 4.18% 6.89% 5.2% 5.06% 2.59% 1.61%
2025/12/28 22.47% 18% 15.96% 6.26% 3.19% 5.62% 3.79% 4.62% 1.94% 2.66%
2025/12/29 21.95% 16.3% 18.89% 4.42% 3.25% 6.68% 4.8% 3.57% 2.18% 2.2%
2025/12/30 22% 16.19% 20.08% 5.63% 1.8% 6.38% 5.19% 2.81% 1.69% 2.21%
2025/12/31 21.63% 17.42% 17.06% 6.28% 5.77% 5.7% 4.83% 2.17% 1.91% 1.74%
  • booking.com
  • hotels.com
  • marriott.com
  • guestreservations.com
  • publichotels.com
  • hyatt.com
  • bookonline.com
  • ihg.com
  • reservationstays.com
  • choicehotels.com

Copyright © Adthena. All rights reserved.

In December 2025, booking.com led PPC spend, peaking at 22.47% on the 28th. Hotels.com fluctuated, ending at 17.42%. Marriott.com saw highs, reaching 26.62% on the 6th. Guestreservations.com and publichotels.com maintained lower shares. Hyatt.com and bookonline.com showed moderate activity. IHG.com and reservationstays.com had minimal impact. Choicehotels.com remained steady, closing at 1.74%.

Market Exposure

Competitor Count for US Hospitality Customer 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
2025/12/01 85
2025/12/02 90
2025/12/03 90
2025/12/04 82
2025/12/05 90
2025/12/06 89
2025/12/07 91
2025/12/08 82
2025/12/09 81
2025/12/10 85
2025/12/11 93
2025/12/12 91
2025/12/13 89
2025/12/14 89
2025/12/15 90
2025/12/16 89
2025/12/17 79
2025/12/18 94
2025/12/19 95
2025/12/20 93
2025/12/21 93
2025/12/22 90
2025/12/23 91
2025/12/24 101
2025/12/25 94
2025/12/26 91
2025/12/27 94
2025/12/28 93
2025/12/29 91
2025/12/30 87
2025/12/31 86

Copyright © Adthena. All rights reserved.

Advertisers fluctuated in December, peaking at 101 on the 24th, ending at 86.

Campaign Efficiency

Market Loss & Market Gains for US Hospitality Customer 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
booking.com 2.04%
ihg.com 1.57%
bookonline.com 1.2%
guestreservations.com 0.72%
choicehotels.com 0.71%
omnihotels.com -0.46%
hotelplanner.com -0.53%
reservationdesk.com -0.59%
caesars.com -1.1%
marriott.com -3.07%

Copyright © Adthena. All rights reserved.

In the past month, booking.com surged with a 2.04% click share increase, while marriott.com faced a 3.07% decline.

Campaign Efficiency

US Hospitality Customer Services Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date booking.com hotels.com marriott.com guestreservations.com bookonline.com hyatt.com choicehotels.com reservationstays.com ihg.com reservationdesk.com
2025/12/01 19.72% 17.37% 11.93% 6.46% 4.92% 4.32% 9.75% 3.66% 2.29% 2.53%
2025/12/02 18.07% 17.27% 12.9% 5.53% 5.48% 3.65% 10.05% 3.08% 2.4% 3.87%
2025/12/03 18.75% 18.92% 13.64% 4.37% 4.96% 4.36% 5.02% 3.77% 3.09% 5.08%
2025/12/04 17.82% 19.65% 14.72% 7.11% 2.48% 3.88% 3.5% 3.17% 4.08% 3.55%
2025/12/05 19.2% 18.3% 13.87% 6.69% 2.84% 4.76% 1.58% 4.15% 1.49% 4.36%
2025/12/06 16.17% 12.18% 18.66% 8.26% 5.15% 5.44% 3.41% 4.43% 1.44% 3.73%
2025/12/07 17.83% 14.35% 12.65% 11.1% 4.56% 5.18% 4.82% 3.61% 0.91% 4.19%
2025/12/08 15.35% 18.19% 16.3% 6.41% 4.73% 4.64% 5.56% 2.41% 0.67% 4.14%
2025/12/09 17.56% 17.75% 12.62% 8.04% 5.3% 5.28% 3.64% 2.92% 1.67% 4.13%
2025/12/10 18.64% 12.06% 14.49% 9.07% 4.62% 5.46% 4.18% 3.55% 1.58% 4.82%
2025/12/11 19.33% 12.48% 13.52% 7.41% 6.29% 5.81% 5.82% 4.52% 1.57% 4.04%
2025/12/12 19.78% 12.08% 18.21% 8.48% 2.98% 5.2% 4.59% 3.87% 1.54% 2.86%
2025/12/13 19.94% 14.78% 14.49% 6.75% 4.53% 5.36% 5.03% 4.22% 1.89% 3.65%
2025/12/14 22.51% 16.21% 16.67% 8.51% 2.92% 3.46% 5.26% 2.49% 1.27% 2.2%
2025/12/15 20.38% 15.02% 14.76% 7.77% 3.82% 3.86% 7.99% 2.07% 0.9% 4.77%
2025/12/16 22.5% 12.03% 10.66% 11.59% 4.97% 5.24% 4.74% 3.76% 1.74% 4.5%
2025/12/17 19.39% 11.71% 16.48% 8.72% 6.69% 5.72% 3.45% 4.35% 2.82% 3.85%
2025/12/18 18.88% 12.7% 12.48% 9.34% 7.71% 4.73% 3.88% 4.43% 3.47% 2.96%
2025/12/19 20.46% 12.9% 15.16% 9.62% 5.77% 3.87% 4.31% 3.03% 2.72% 2.71%
2025/12/20 19.56% 14.28% 15.34% 10.55% 5.42% 4.28% 4.57% 1.95% 6.09% 1.55%
2025/12/21 23.72% 12.62% 11.53% 8.99% 6.06% 5.58% 3.78% 2.54% 5.56% 2.38%
2025/12/22 20.62% 17.56% 9.88% 8% 7.69% 3.86% 3.91% 2.7% 4.29% 3.06%
2025/12/23 20.31% 14.54% 11.09% 8.71% 6.23% 3.9% 6.51% 1.67% 5.96% 3.45%
2025/12/24 17.71% 14.16% 13.02% 9.03% 5.77% 4.11% 5.47% 2.68% 9.18% 2.75%
2025/12/25 19.32% 11.45% 12.55% 8.73% 5.37% 5.38% 5.22% 1.8% 8.98% 4.03%
2025/12/26 19.29% 13.35% 14.38% 10.93% 5.56% 4.4% 4% 3.43% 5.71% 1.66%
2025/12/27 20.53% 14.6% 12.79% 10.25% 6.99% 5.31% 2.43% 3.14% 5.95% 3.51%
2025/12/28 23.9% 17.53% 11.25% 9.28% 5.02% 4.15% 4.41% 2.24% 5.05% 1.94%
2025/12/29 23.43% 14.69% 13.29% 6.79% 6.51% 4.99% 3.11% 3.11% 4.18% 2.45%
2025/12/30 23.26% 15.53% 13.96% 8.35% 6.83% 4.67% 3.87% 2.26% 3.24% 2.16%
2025/12/31 22.62% 17.59% 12.16% 8.79% 6.54% 4.21% 3.81% 2.28% 2.19% 1.75%
  • booking.com
  • hotels.com
  • marriott.com
  • guestreservations.com
  • bookonline.com
  • hyatt.com
  • choicehotels.com
  • reservationstays.com
  • ihg.com
  • reservationdesk.com

Copyright © Adthena. All rights reserved.

In December 2025, booking.com led with a fluctuating impression share, peaking at 23.90% on December 28. hotels.com and marriott.com showed varied trends, while guestreservations.com and bookonline.com maintained moderate shares. The month concluded with booking.com at 22.62%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Hospitality Customer 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 US Hospitality Customer Services - Last month
  1. 1
    Hotels In Tokyo, Japan http://www.booking.com

    Best Hotels In Tokyo — Find What You Need At Booking.com, The Biggest Travel Site In The World.

  2. 2
    Paris Las Vegas | Official Website https://www.caesars.com

    Step into elegance with luxurious rooms and world-class dining from Nobu and The Bedford. Treat...

  3. 3
    New York Marriott Marquis http://nymarriottmarquis.guestreservations.com/

    (1535 Broadway, New York City) Best Rates At New York Marriott Marquis, Book Now Online Or By Phone.

  4. 4
    Hotels in Tokyo https://www.hotels.com

    Fully Refundable Options — Book Hotel Rooms in Tokyo. Browse Reviews & Photos. Compare Great Options. Choose Hotels...

  5. 5
    Marriott's Official Site https://www.marriott.com › marriott › hotels

    Marriott® Hotels — See How Rewarding The World Really Is. Earn Nights, Experiences And More. Experience Over 30 Extraordinary Hotel Brands With Marriott Bonvoy®. Discover Book Be Rewarded. Mobile Check-In.

Copyright © Adthena. All rights reserved.

In the competitive world of hospitality PPC, Booking.com leads with its global reach, promoting Tokyo hotels. Caesars.com entices with luxury and dining at Paris Las Vegas. Guestreservations.com highlights the New York Marriott Marquis’s prime location. Hotels.com offers flexibility with refundable options in Tokyo. Marriott.com emphasizes rewards and diverse experiences.

Frequently Asked Questions

Customer Success Stories

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.

Related reports