US Travel Accommodation - PPC Market Share Analysis May 2025

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

Market Exposure

Share of Clicks for top 10 US Travel Accommodation brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

See more data

Share of Clicks - Last month
Domain	Share of clicks
hotels.com	22.82
expedia.com	20.67
booking.com	18.12
airbnb.com	7.4
priceline.com	5.77
hilton.com	3.68
tripadvisor.com	2.45
kayak.com	2.22
vrbo.com	1.94
trivago.com	1.56
others	13.37

In the PPC landscape, hotels.com leads with 22.82% click share, followed by expedia.com at 20.67%. Booking.com captures 18.12%, while ‘others’ collectively hold 13.37%.

Market Exposure

Share of Spend for the top 10 US Travel Accommodation 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.

See more data

Share of Spend - Last Month
Date	expedia.com	hotels.com	booking.com	priceline.com	airbnb.com	hilton.com	trivago.com	kayak.com	tripadvisor.com	vrbo.com
2025/05/01	24.79%	21.58%	16.78%	6.79%	4.97%	3.22%	2.71%	5.78%	1.92%	1.8%
2025/05/02	22.3%	24.19%	17.98%	5.72%	6.24%	3.66%	3.11%	2.42%	2.1%	1.82%
2025/05/03	21.07%	23.13%	17.73%	8.03%	5.97%	3.36%	3.8%	2.7%	1.99%	1.6%
2025/05/04	23.03%	23.61%	18.54%	5.57%	5.54%	3.58%	3.24%	2.38%	2.57%	1.46%
2025/05/05	23.28%	24.2%	19.65%	6.51%	5.33%	3.98%	2.59%	1.95%	2.09%	1.21%
2025/05/06	21.52%	22.62%	19.57%	6.56%	5.61%	3.92%	3.89%	3.28%	2.21%	1.11%
2025/05/07	24.68%	21.21%	18.21%	6.12%	5.36%	3.39%	3.52%	3.59%	2.9%	1.56%
2025/05/08	21.16%	24.25%	19.34%	6.34%	5.88%	3.57%	2.48%	2.86%	2.71%	1.43%
2025/05/09	20.22%	23.84%	16.86%	7.48%	6.07%	3.21%	2.84%	3.98%	2.26%	1.73%
2025/05/10	21.2%	22.01%	17.43%	7.65%	5.61%	3.44%	4.11%	3.73%	2.07%	1.49%
2025/05/11	21.27%	21.19%	19.42%	7.27%	5.64%	3.35%	2.63%	3.2%	2.32%	1.19%
2025/05/12	21.19%	23.45%	19.44%	6.57%	5.44%	4.19%	3.22%	3.35%	1.91%	1.15%
2025/05/13	22.25%	22.27%	17.99%	7.21%	4.82%	5.04%	3.89%	3.12%	2.5%	1.17%
2025/05/14	24.24%	22.23%	17.32%	7.33%	2.6%	4.51%	4.04%	4.38%	2.14%	1.37%
2025/05/15	24.98%	21.19%	17.99%	7.86%	3.45%	4.43%	3.36%	3.35%	2.51%	1.31%
2025/05/16	20.78%	21.94%	19.07%	9.37%	5.18%	3.81%	3.43%	3.25%	2.31%	1.09%
2025/05/17	24.79%	21.16%	17.91%	7.61%	5.83%	3.41%	2.79%	2.1%	2.41%	1.34%
2025/05/18	24.11%	20.14%	18.5%	7.85%	5.67%	3.37%	3.37%	2.46%	3.07%	1.56%
2025/05/19	23.56%	21.75%	19.6%	7.41%	5.39%	3.89%	2.68%	2.76%	2.41%	1.35%
2025/05/20	22.66%	22.07%	20.35%	6.92%	5.4%	3.81%	3.16%	3.41%	1.46%	1.48%
2025/05/21	21.45%	21.38%	24.15%	6.4%	5.25%	3.5%	3.34%	2.6%	1.64%	1.09%
2025/05/22	22.83%	19.5%	23.32%	6.59%	5.55%	3.52%	2.77%	3.18%	0.92%	1.64%
2025/05/23	23.22%	19.5%	21.5%	7.51%	5.8%	3.21%	3.75%	3.46%	0.95%	1.52%
2025/05/24	21.6%	19.61%	22.2%	8.64%	6.1%	2.96%	3.23%	2.33%	1.16%	1.43%
2025/05/25	21.24%	21.01%	22.34%	7.65%	5.71%	2.84%	3.25%	2.54%	1.91%	1.55%
2025/05/26	22.54%	22.24%	20.59%	6.97%	5.54%	3.03%	3.66%	2.59%	1.78%	1.07%
2025/05/27	23.53%	21.88%	18.8%	6.97%	5.62%	3.97%	2.89%	3.75%	1.67%	1.39%
2025/05/28	22.86%	23.63%	17.65%	6.55%	5.68%	4.88%	2.58%	3.13%	1.65%	1.43%
2025/05/29	23.23%	22.39%	18.72%	6.4%	6.17%	4.36%	3.23%	3.09%	1.53%	1.45%
2025/05/30	23.04%	23.09%	17.06%	7.93%	6.79%	4.02%	1.95%	2.79%	1.87%	1.7%
2025/05/31	23.28%	19.93%	17.68%	8.29%	6.15%	4.51%	3.43%	2.96%	2.61%	1.3%

In May 2025, Expedia led with fluctuating spend shares, peaking mid-month. Hotels.com and Booking.com followed, showing varied trends. Priceline and Airbnb maintained moderate shares, while Hilton, Trivago, and Kayak had lower, yet dynamic, performances. TripAdvisor and Vrbo concluded with minimal shares.

Market Exposure

Competitor Count for US Travel Accommodation

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.

See more data

Competitor Count - Last month
Date	Competitor Count
2025/05/01	1610
2025/05/02	1713
2025/05/03	1735
2025/05/04	1747
2025/05/05	1608
2025/05/06	1680
2025/05/07	1792
2025/05/08	1762
2025/05/09	1709
2025/05/10	1862
2025/05/11	1961
2025/05/12	1783
2025/05/13	1769
2025/05/14	1713
2025/05/15	1691
2025/05/16	1776
2025/05/17	1877
2025/05/18	1802
2025/05/19	1745
2025/05/20	1702
2025/05/21	1636
2025/05/22	1782
2025/05/23	1639
2025/05/24	1737
2025/05/25	1726
2025/05/26	1636
2025/05/27	1710
2025/05/28	1699
2025/05/29	1688
2025/05/30	1553
2025/05/31	1583

May began with 1,610 advertisers, peaking at 1,961 on the 11th. The month concluded with a slight decline, ending at 1,583.

Campaign Efficiency

Market Loss & Market Gains for US Travel Accommodation

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

See more data

Market Loss & Market Gains - Last month
Name	Market Trend
booking.com	1.89%
airbnb.com	0.99%
reservationstays.com	0.23%
vrbo.com	0.16%
expedia.com	0.14%
hyatt.com	-0.14%
ihg.com	-0.17%
guestreservations.com	-0.22%
tripadvisor.com	-0.8%
hotels.com	-1.74%

Booking.com and Airbnb surged in click share, while Hotels.com and Tripadvisor faced declines.

Campaign Efficiency

US Travel Accommodation Share of Impressions

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

See more data

Date	expedia.com	booking.com	priceline.com	hotels.com	hilton.com	kayak.com	airbnb.com	trivago.com	tripadvisor.com	vrbo.com
2025/05/01	23.62%	17.72%	9.33%	16.29%	4.4%	4.05%	3.67%	2.52%	2.16%	2.67%
2025/05/02	22.95%	18%	9.44%	16.07%	4.84%	2.91%	3.61%	2.64%	2.21%	2.68%
2025/05/03	22.12%	17.73%	11.68%	15.83%	4.45%	2.96%	3.34%	3.03%	2.07%	2.22%
2025/05/04	23.71%	18.38%	8.97%	16.8%	4.65%	2.62%	3.13%	2.76%	2.66%	1.97%
2025/05/05	24.08%	19.36%	10.01%	17.14%	5.15%	2.46%	2.96%	2.39%	2.38%	1.65%
2025/05/06	22.64%	18.96%	10.03%	15.94%	5.05%	3.89%	3.14%	3.27%	2.3%	1.44%
2025/05/07	24.36%	18.3%	9.67%	15.42%	4.37%	4.02%	3.09%	2.88%	2.9%	2.18%
2025/05/08	22.75%	18.99%	10.36%	16.06%	4.67%	3.44%	3.35%	2.25%	2.77%	1.98%
2025/05/09	21.76%	16.95%	11.57%	16.22%	4.06%	4.42%	3.47%	2.28%	2.21%	2.36%
2025/05/10	22.17%	17.03%	11.67%	15.43%	4.32%	4.13%	3.45%	3.16%	1.98%	1.93%
2025/05/11	22.28%	18.59%	11.25%	14.81%	4.15%	3.5%	3.27%	1.97%	2.31%	1.43%
2025/05/12	22.45%	19%	10.1%	16.37%	5.59%	3.74%	3.05%	2.72%	2.06%	1.34%
2025/05/13	23.14%	17.98%	10.85%	14.98%	6.41%	3.73%	2.62%	3.32%	2.48%	1.48%
2025/05/14	23.76%	17.62%	11.08%	14.74%	5.69%	4.82%	1.71%	3.43%	2.16%	1.74%
2025/05/15	24.45%	18.17%	11.6%	14.56%	5.64%	3.6%	1.95%	2.94%	2.49%	1.67%
2025/05/16	22.48%	18.87%	13.19%	14.76%	4.83%	3.46%	2.81%	2.97%	2.28%	1.28%
2025/05/17	24.62%	18.59%	11.84%	13.84%	4.39%	2.66%	3.12%	2.6%	2.22%	1.66%
2025/05/18	23.92%	19.09%	12.09%	13.24%	4.41%	3.09%	3.03%	2.98%	2.71%	2.13%
2025/05/19	24.05%	19.72%	11.2%	15.26%	4.99%	3.21%	2.82%	2.55%	2.23%	1.71%
2025/05/20	23.64%	20.74%	10.47%	15.22%	4.83%	3.74%	2.83%	2.82%	1.37%	1.94%
2025/05/21	22.63%	24.45%	9.66%	13.91%	4.65%	3.13%	2.92%	3.01%	1.61%	1.39%
2025/05/22	23.34%	22.94%	10.23%	12.93%	4.52%	3.53%	2.97%	2.64%	0.92%	2.22%
2025/05/23	23.2%	21.61%	12%	13.14%	4.13%	3.72%	3.02%	3.41%	0.96%	2.04%
2025/05/24	22.38%	21.97%	12.72%	12.59%	3.84%	2.73%	3.17%	2.72%	1.16%	1.9%
2025/05/25	22.24%	22.57%	11.51%	13.5%	3.75%	2.84%	3.1%	2.88%	1.94%	2.14%
2025/05/26	23.39%	20.82%	10.96%	14.76%	3.98%	2.97%	2.87%	2.95%	2.07%	1.39%
2025/05/27	23.94%	19.28%	11.05%	14.88%	5.08%	4.09%	2.92%	2.41%	1.76%	1.8%
2025/05/28	23.35%	18.11%	9.92%	15.63%	6.5%	3.67%	3.04%	2.45%	1.72%	1.92%
2025/05/29	24.05%	18.91%	9.97%	14.95%	5.94%	3.55%	3.28%	2.82%	1.53%	1.94%
2025/05/30	23.59%	17.37%	12.7%	14.56%	5.33%	3.19%	3.44%	1.99%	1.84%	2.36%
2025/05/31	23.01%	17.53%	13.15%	12.79%	6.14%	3.44%	3.16%	2.83%	2.54%	1.88%

In May 2025, Expedia led with fluctuating impressions, peaking mid-month. Booking.com surged, overtaking others briefly. Priceline and Hotels.com showed steady growth. Hilton and Kayak had minor fluctuations. Trivago, Tripadvisor, and Vrbo remained stable.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Travel Accommodation

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

See more data

1
Airbnb Official Site https://www.airbnb.com
Vacation Rentals & More — Make your stay more special with local experiences and convenient services, now on Airbnb.
2
Booking.com: Hotels http://www.booking.com › hotels
Hotels — Choose From a Wide Range of Properties Which Booking.com Offers. Search Now! Find...
3
Deals on Hotels on Expedia https://www.expedia.com/hotels/book_now
Fully Refundable Options — Search Hotels. Find & Compare Deals and You Can Save Big! Trips Made Easier and More...
4
Great Hotels on Hotels.com https://www.hotels.com › hotels › book_now
Hotels.com - Here Since 1991 — Find Hotels on Hotels.com. Compare Options & You Can Save. Browse Reviews & Photos.
5
Hotels from $39 on Priceline https://www.priceline.com
60% Off Priceline Hotel Rooms — Incredible Deals from Independent Hotels and Well Known Brands. Up to 60% Off Great Rooms.

In the competitive world of travel accommodations, top advertisers like Airbnb, Booking.com, Expedia, Hotels.com, and Priceline captivate audiences with unique propositions. Airbnb highlights local experiences, while Booking.com emphasizes variety. Expedia offers refundable options, Hotels.com boasts longevity, and Priceline entices with significant discounts.

Frequently Asked Questions

Why is the US Travel Accommodation May 2025 Report useful and how should I use it?

Why is the US Travel Accommodation May 2025 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 US Travel Accommodation May 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.
How often is the data updated?

Data within the US Travel Accommodation May 2025 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 US Travel Accommodation May 2025 Report?

The US Travel Accommodation May 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.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The US Travel Accommodation May 2025 Report aggregates data from across both device types and Google Shopping.
Who is this US Travel Accommodation May 2025 Report for?

The US Travel Accommodation May 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.
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.

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

Customer Success Stories

Avanti West Coast case study: Boosts revenue and cuts costs with winning PPC strategy

Avanti West Coast needed a more efficient PPC strategy to maximize their paid search investment. Leveraging Adthena’s Lone Ranger and Head-to-Head Competitor reports, they identified opportunities to cut costs on brand terms and reinvest savings into generic search campaigns. Read case study

Monitoring brand terms and managing collaborator agreements for Nordic Choice

Nordic Choice Hotels is one of the largest hotel groups in the Nordic region. With a vast network of collaborators, and operating in a highly competitive industry, Nordic Choice required a competitive intelligence solution to improve digital performance and help solve complex challenges in search.Read case study

Increased revenue and reduced advertising costs for Eurostar

Eurostar is the only dedicated passenger train provider between continental Europe and the UK, but with fierce competition from other transport methods, it needed to prevent competitors and resellers from bidding aggressively on its brand. Read case study

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

Travel

US Travel Accommodation - PPC Market Share Analysis May 2025

Share of Clicks for top 10 US Travel Accommodation brands

Share of Spend for the top 10 US Travel Accommodation brands

Competitor Count for US Travel Accommodation

Market Loss & Market Gains for US Travel Accommodation

US Travel Accommodation Share of Impressions

Google Text Ad Copy Insights & Creative Trends for US Travel Accommodation

Frequently Asked Questions

Why is the US Travel Accommodation May 2025 Report useful and how should I use it?

Why is the US Travel Accommodation May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the US Travel Accommodation May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this US Travel Accommodation May 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Avanti West Coast case study: Boosts revenue and cuts costs with winning PPC strategy

Monitoring brand terms and managing collaborator agreements for Nordic Choice

Increased revenue and reduced advertising costs for Eurostar

Get the full picture

See this data specific to your brand performance

Related reports

US Travel Technology

US Travel Services

UK Travel Technology

AUS Travel Technology