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US Hospitality Customer Services - PPC Market Share Analysis May 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.

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.

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Share of Clicks - Last month
Domain Share of clicks
booking.com 30.88
hotels.com 28.83
marriott.com 16.11
choicehotels.com 7.03
hyatt.com 2.9
ihg.com 2.2
guestreservations.com 2.18
airbnb.com 1.08
publichotels.com 1.08
reservationstays.com 1.02
others 6.69

Copyright © Adthena. All rights reserved.

In the PPC landscape, Booking.com leads with 30.88% click share, closely followed by Hotels.com at 28.83%. Marriott.com holds 16.11%, while ‘others’ collectively capture 6.69%.

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. 

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Share of Spend - Last Month
Date booking.com hotels.com marriott.com choicehotels.com ihg.com reservationstays.com hyatt.com bookonline.com guestreservations.com airbnb.com
2025/05/01 32.27% 34.02% 9.12% 4.67% 4.92% 1.21% 2.23% 0.68% 2.71% 1.69%
2025/05/02 34.4% 33.46% 9.89% 4.51% 3.9% 0.99% 1.82% 0.69% 2.95% 1.19%
2025/05/03 31.35% 33.74% 9.37% 2.17% 6.86% 1.69% 2% 0.82% 2.96% 1.46%
2025/05/04 30.91% 35.46% 8.47% 5.52% 6.5% 1.15% 1.89% 0.99% 2.07% 1.28%
2025/05/05 33.91% 37.89% 8.08% 2.97% 3.2% 1.21% 1.49% 1.24% 2.99% 0.97%
2025/05/06 30.74% 37.66% 8.82% 6.5% 2.77% 0.65% 1.68% 0.91% 2.42% 1.04%
2025/05/07 34.18% 37.09% 7.27% 5.04% 2.83% 0.55% 1.73% 1.11% 2.63% 1.53%
2025/05/08 34.98% 35.81% 8.2% 4.21% 3.09% 0.26% 1.86% 1.23% 3.07% 1.62%
2025/05/09 32.57% 33.01% 8.28% 5.42% 4.92% 0.1% 1.86% 0.93% 3.57% 2.47%
2025/05/10 30.04% 34.3% 8.46% 6.27% 6.67% 0.21% 2.2% 1.1% 3.15% 2.11%
2025/05/11 33.06% 32.4% 7.55% 4.37% 7.31% 0.24% 2.09% 0.87% 2.66% 2.24%
2025/05/12 33.68% 35.42% 8.67% 5.56% 4.57% 0.36% 1.51% 0.9% 1.9% 1.09%
2025/05/13 33.35% 36.38% 9.16% 6.11% 3.11% 0.52% 1.5% 0.91% 1.51% 1.17%
2025/05/14 34.07% 33.68% 9.87% 5.08% 2.25% 0.55% 1.9% 0.92% 2% 1.62%
2025/05/15 32.94% 33.78% 9.19% 5.88% 2.41% 0.87% 1.82% 0.81% 2.4% 1.48%
2025/05/16 34.46% 34.21% 8.95% 5.61% 2.61% 1.28% 1.62% 1% 1.55% 1.1%
2025/05/17 36.45% 29.02% 9.63% 5.2% 2.99% 1.49% 1.83% 1.16% 2.37% 0.92%
2025/05/18 37.4% 31.62% 9.16% 4.58% 3.36% 1.09% 1.58% 0.85% 1.62% 1.11%
2025/05/19 36.28% 35.39% 8.7% 5.57% 1.63% 1.77% 2.08% 0.71% 1.56% 0.89%
2025/05/20 39.19% 33.37% 7.92% 6.11% 2.89% 1.54% 1.61% 0.53% 1.21% 0.5%
2025/05/21 42.51% 29.46% 8.06% 4.69% 2.29% 1.61% 1.69% 0.75% 1.29% 0.64%
2025/05/22 40.5% 27.55% 8.4% 6.28% 4.11% 2.04% 1.61% 0.56% 1.03% 1.14%
2025/05/23 39.77% 28.48% 9.14% 5.89% 2.53% 1.43% 2% 0.92% 1.9% 0.86%
2025/05/24 40.09% 26.03% 9.24% 5.03% 4.53% 1.48% 1.52% 0.87% 2.29% 0.85%
2025/05/25 42.31% 30.84% 7.73% 3.67% 3.6% 1.24% 1.5% 0.61% 1.5% 0.59%
2025/05/26 39.52% 30.25% 8.26% 3.77% 4.76% 1.92% 2.01% 0.64% 1.57% 0.93%
2025/05/27 38.08% 30.51% 8.13% 6.31% 3.23% 1.45% 1.42% 0.92% 1.52% 0.73%
2025/05/28 35.93% 32.9% 9.05% 6.12% 2.59% 1.21% 1.35% 1.09% 1.14% 0.65%
2025/05/29 35.48% 32.66% 8.72% 4.63% 2.62% 1.93% 1.51% 1.44% 2.37% 0.6%
2025/05/30 34.6% 33.37% 10.92% 3.55% 2.48% 1.51% 1.32% 0.97% 1.44% 1.21%
2025/05/31 33.74% 30.18% 9.61% 5.99% 3.72% 2.66% 1.85% 1.71% 1.7% 0.98%

Copyright © Adthena. All rights reserved.

In May 2025, Booking.com led with a steady rise, peaking at 42.51% on the 21st. Hotels.com fluctuated, ending at 30.18%. Marriott.com saw a late surge, closing at 9.61%. Choicehotels.com and IHG.com had varied trends, while Reservationstays.com and Bookonline.com showed modest gains. Guestreservations.com and Airbnb.com experienced minor fluctuations, with Airbnb.com ending at 0.98%.

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. 

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Competitor Count - Last month
Date Competitor Count
2025/05/01 84
2025/05/02 88
2025/05/03 83
2025/05/04 90
2025/05/05 86
2025/05/06 95
2025/05/07 90
2025/05/08 88
2025/05/09 92
2025/05/10 89
2025/05/11 98
2025/05/12 91
2025/05/13 90
2025/05/14 88
2025/05/15 91
2025/05/16 91
2025/05/17 93
2025/05/18 97
2025/05/19 88
2025/05/20 87
2025/05/21 79
2025/05/22 88
2025/05/23 84
2025/05/24 88
2025/05/25 78
2025/05/26 79
2025/05/27 83
2025/05/28 88
2025/05/29 90
2025/05/30 78
2025/05/31 79

Copyright © Adthena. All rights reserved.

May began with 84 advertisers, peaking at 98 mid-month. A decline followed, ending with 79. The month showcased dynamic fluctuations, highlighting a competitive landscape.

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.

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Market Loss & Market Gains - Last month
Name Market Trend
booking.com 4.84%
marriott.com 1.06%
reservationstays.com 0.88%
reservations.com 0.29%
hsbresort.com 0.17%
hyatt.com -0.45%
airbnb.com -0.53%
ihg.com -0.59%
guestreservations.com -1%
hotels.com -3.82%

Copyright © Adthena. All rights reserved.

Booking.com surged with a 4.84% increase, while hotels.com faced a 3.82% decline. Marriott.com rose by 1.06%, contrasting with guestreservations.com’s 1.0% drop.

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.

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Date booking.com hotels.com marriott.com choicehotels.com reservationstays.com ihg.com guestreservations.com bookonline.com hyatt.com airbnb.com
2025/05/01 32.92% 32% 7.97% 2.82% 1.87% 5.7% 4.08% 1% 2.26% 2.58%
2025/05/02 34.77% 28.68% 9.74% 3.87% 1.59% 4.17% 4.74% 1.01% 2.37% 1.96%
2025/05/03 31.07% 28.49% 9.84% 1.69% 2.54% 7.7% 4.53% 1.24% 2.39% 2.08%
2025/05/04 30.27% 30.27% 8.27% 4.56% 1.84% 7.53% 3.46% 1.58% 2.55% 1.86%
2025/05/05 33.97% 32.53% 7.81% 2.17% 2.02% 3.76% 5.33% 1.92% 1.76% 1.34%
2025/05/06 30.65% 31.63% 9.62% 5.49% 1.05% 3.17% 4.19% 1.49% 2.08% 1.63%
2025/05/07 33.98% 32.24% 7.43% 4.54% 0.87% 3.19% 4.25% 1.67% 2.16% 2.24%
2025/05/08 34.42% 29.88% 8.46% 4.16% 0.45% 3.16% 5.01% 1.88% 2.23% 2.55%
2025/05/09 32.25% 28.54% 8% 4.06% 0.19% 5.53% 5.87% 1.47% 2.12% 3.58%
2025/05/10 29.84% 28.92% 8.47% 4.93% 0.32% 8.01% 5.27% 1.64% 2.54% 3.19%
2025/05/11 32.54% 27.07% 7.46% 4.23% 0.33% 8.51% 4.56% 1.37% 2.77% 3.03%
2025/05/12 34.26% 30.04% 8.85% 5.03% 0.62% 5.47% 3.33% 1.39% 1.85% 1.66%
2025/05/13 33.61% 31.51% 9.61% 6.1% 0.9% 3.69% 2.72% 1.27% 1.77% 1.87%
2025/05/14 33.71% 29.61% 10.06% 4.47% 0.88% 3.06% 3.37% 1.34% 2.13% 2.39%
2025/05/15 33.66% 27.9% 9.61% 4.31% 1.39% 3.04% 4.26% 1.22% 2.26% 2.2%
2025/05/16 34.24% 30.07% 9.12% 4.94% 2.12% 2.89% 2.57% 1.54% 2.17% 1.58%
2025/05/17 35.77% 23.74% 9.58% 5.24% 2.43% 3.28% 4.14% 1.73% 2.35% 1.33%
2025/05/18 38.33% 26.1% 8.98% 3.93% 1.8% 4.17% 2.82% 1.28% 1.94% 1.74%
2025/05/19 37.33% 30.35% 9.12% 3.69% 3.04% 2.09% 2.45% 1.06% 2.55% 1.49%
2025/05/20 40.05% 28.22% 7.96% 4.91% 2.5% 3.32% 2.09% 0.76% 2.11% 0.9%
2025/05/21 42.85% 24.32% 8.58% 3.89% 2.67% 2.9% 2.21% 1.01% 1.98% 0.98%
2025/05/22 41.02% 22.57% 8.56% 5.4% 3.41% 4.62% 1.79% 0.9% 1.94% 1.61%
2025/05/23 39.51% 23.81% 9.17% 6.49% 2.29% 2.9% 2.97% 1.33% 2.32% 1.33%
2025/05/24 38.25% 22.79% 8.86% 4.09% 2.37% 5.56% 3.81% 1.22% 1.71% 1.34%
2025/05/25 42.88% 25.7% 7.68% 4.26% 2.13% 4.32% 2.62% 0.91% 1.89% 0.82%
2025/05/26 39.11% 25.71% 8.26% 3.02% 3.18% 5.74% 2.54% 0.92% 2.47% 1.32%
2025/05/27 38.62% 25.89% 8.22% 5.46% 2.29% 3.84% 2.65% 1.39% 1.72% 1.06%
2025/05/28 36.44% 28.56% 9.41% 5.15% 1.89% 3.39% 1.91% 1.6% 1.49% 0.96%
2025/05/29 35.38% 26.48% 8.79% 4.88% 3.17% 3.31% 3.86% 2.15% 1.8% 1.02%
2025/05/30 35.16% 28.73% 10.94% 2.48% 2.52% 3.52% 2.33% 1.49% 1.52% 2.21%
2025/05/31 31.85% 25.65% 9.69% 6.07% 4.32% 4.03% 2.59% 2.56% 2.22% 1.52%

Copyright © Adthena. All rights reserved.

In May 2025, Booking.com dominated with a peak impression share of 42.88% on the 25th. Hotels.com saw a decline, ending at 25.65%. Marriott.com showed steady growth, peaking at 10.94% on the 30th. Overall, Booking.com maintained a strong lead.

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.

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  1. 1
    Hotels near SeaTac Airport | Best Price Guarantee. https://www.booking.com › seatac-airport › hotels

    Book your Hotel near SeaTac Airport, Seattle. Quick, Easy Booking. Great Rates. Low Rates.

  2. 2
    Comfort Inn® Official Site https://www.choicehotels.com › comfort-inn

    Choice Hotels® — Flexible Cancellation Policy Available for Most New and Existing Stays with Comfort Inn®. Choice Privilege® Members Earn Rewards, Free Nights & Exclusive Member Rates.

  3. 3
    Paris Las Vegas Hotel https://parislasvegas.guestreservations.com/

    Paris Las Vegas — Book Now - Online Or By Phone. Proudly Independent OTA. 100,000+ Hotels Worldwide.

  4. 4
    Pet-Friendly Places to Stay https://www.hotels.com › stays › book_now

    Competitive Pricing — Find Pet-Friendly Places to Stay. Compare Options & You Can Save. Browse Reviews & Photos.

  5. 5
    Residence Inn® https://www.marriott.com › residence_inn › --

    Best Rate Guarantee — Book At Marriott.com To Get The Guaranteed Best Prices For Residence Inn®. See How Rewarding The World Really Is. Earn Nights, Experiences And More. Longer Stays. Free Wi-Fi.

Copyright © Adthena. All rights reserved.

In the competitive world of hospitality PPC, Booking.com leads with a promise of great rates near SeaTac Airport. Choice Hotels entices with flexible cancellations and rewards, while Paris Las Vegas highlights its independence. Hotels.com appeals to pet lovers, and Marriott’s Residence Inn emphasizes value and rewards.

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