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.
See how often AIOs appear and how search intent is distributed across buying signals.
How often a Google AI overview appears on search terms relevant to this category.
| Frequency | Percentage |
|---|---|
| Frequency | 5.11081023302 |
| 94.889189767 |
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 |
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Here are the Top 10 competitors in the industry by Share of Clicks for the 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 |
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Marriott.com leads with 30.4% click share, followed by Booking.com at 14.25%. Others collectively hold 13.18%, showcasing diverse competition.
Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the 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% |
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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%.
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.
| 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 |
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Advertisers fluctuated in December, peaking at 101 on the 24th, ending at 86.
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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In the past month, booking.com surged with a 2.04% click share increase, while marriott.com faced a 3.07% decline.
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% |
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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%.
Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.
Best Hotels In Tokyo — Find What You Need At Booking.com, The Biggest Travel Site In The World.
Step into elegance with luxurious rooms and world-class dining from Nobu and The Bedford. Treat...
(1535 Broadway, New York City) Best Rates At New York Marriott Marquis, Book Now Online Or By Phone.
Fully Refundable Options — Book Hotel Rooms in Tokyo. Browse Reviews & Photos. Compare Great Options. Choose 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.
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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.
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 US Hospitality Customer Services December 2025 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.
Data within the US Hospitality Customer Services December 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
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.
The US Hospitality Customer Services December 2025 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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Yes. The US Hospitality Customer Services December 2025 Report aggregates data from across both device types and Google Shopping.
The US Hospitality Customer Services December 2025 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.
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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With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.
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.