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US Travel Accommodation - PPC Market Share Analysis March 2026

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.

Accommodation – US

Google AI Overview visibility for Travel Accommodation US

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 4.62939529999
95.3706047
4%

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 10%
Transactional 9%
Navigational 7%
Seasonal 0%
Local 16%
Problem Solving 0%

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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.

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Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
booking.com 29.59
hotels.com 20.48
expedia.com 18.52
airbnb.com 6.78
hilton.com 2.9
priceline.com 2.23
vrbo.com 1.76
hyatt.com 1.48
trivago.com 1.04
tripadvisor.com 1.03
others 14.19
  • booking.com - 29.59%
  • hotels.com - 20.48%
  • expedia.com - 18.52%
  • airbnb.com - 6.78%
  • hilton.com - 2.9%
  • priceline.com - 2.23%
  • vrbo.com - 1.76%
  • hyatt.com - 1.48%
  • trivago.com - 1.04%
  • tripadvisor.com - 1.03%
  • others - 14.19%

Copyright © Adthena. All rights reserved.

In the competitive landscape, Booking.com leads with 29.59% click share, followed by Hotels.com at 20.48%. Others collectively hold 14.19%, showcasing diverse competition.

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. 

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Share of Spend - Last Month
Share of Spend - Last Month
Date hotels.com booking.com expedia.com airbnb.com priceline.com vrbo.com trivago.com hilton.com kayak.com hyatt.com
2026/03/01 18.21% 36.9% 19.28% 5.37% 2.46% 1.9% 0.32% 2.03% 2.23% 1.15%
2026/03/02 19.11% 35.07% 17.61% 5.89% 1.82% 2.23% 0.35% 2.49% 3.31% 1.08%
2026/03/03 24.44% 33.05% 17.73% 5% 1.5% 1.49% 1.33% 2.56% 2.1% 0.79%
2026/03/04 18.45% 35.55% 18.53% 5.11% 2.28% 1.92% 1.45% 2.68% 2.14% 0.79%
2026/03/05 21.37% 33.59% 16.23% 5.73% 2.46% 1.69% 1.76% 2.94% 2.07% 0.79%
2026/03/06 22.26% 28.34% 18.44% 4.72% 5.53% 1.44% 1.4% 3.42% 1.78% 0.98%
2026/03/07 21.67% 28.15% 21.73% 5.46% 3.13% 1.71% 1.76% 2.65% 1.72% 0.96%
2026/03/08 14.71% 35.7% 21.91% 5.61% 2.34% 1.56% 1.19% 2.98% 0.64% 1.08%
2026/03/09 24.36% 29.66% 19.46% 4.59% 2.93% 1.62% 1.75% 2.97% 1.45% 0.9%
2026/03/10 21.13% 34.15% 18.29% 6.28% 2.1% 2% 1.19% 2.86% 0.4% 1.09%
2026/03/11 27.64% 28.32% 18.32% 5.79% 2.15% 1.55% 2.06% 3.02% 0.54% 0.77%
2026/03/12 21.56% 33.33% 18.29% 5.1% 3.32% 1.27% 2.02% 2.73% 0.54% 0.87%
2026/03/13 19.58% 34% 19.68% 5.21% 1.64% 1.39% 2.25% 2.8% 0.63% 0.93%
2026/03/14 23.08% 32.45% 18.82% 4.91% 1.76% 1.43% 2.02% 2.83% 0.31% 1.03%
2026/03/15 18.92% 34.87% 18.86% 4.87% 2.1% 1.13% 2.31% 3.5% 0.46% 1.22%
2026/03/16 21.57% 30.83% 18.7% 5.85% 1.67% 1.51% 2.08% 3.57% 1.56% 1.01%
2026/03/17 23.34% 29.63% 18.76% 4.51% 2.22% 1.17% 1.93% 3.91% 0.64% 1.28%
2026/03/18 26.27% 26.22% 16.84% 6.84% 1.75% 2.19% 1.74% 2.96% 0.75% 1.04%
2026/03/19 14.54% 33.52% 12.15% 8.32% 3.81% 2.71% 3.12% 3.16% 3.56% 1.07%
2026/03/20 24.82% 21.58% 16.57% 6.5% 3.67% 2.11% 4% 3.23% 2.17% 1.28%
2026/03/21 13.4% 28.34% 11.45% 9.72% 4.23% 2.97% 5.16% 3.43% 2.53% 1.58%
2026/03/22 21.5% 29.47% 12.02% 6.54% 4.41% 2.2% 1.44% 4.24% 2.43% 1.37%
2026/03/23 23.68% 29% 13.12% 8.21% 2.5% 1.96% 1.62% 3.14% 0.47% 1.1%
2026/03/24 15.06% 30.18% 12.23% 8.9% 5.31% 3.11% 2.34% 3.83% 4.51% 1%
2026/03/25 13.81% 23.5% 15.56% 12.79% 4.04% 4.23% 3.36% 4.39% 0.73% 1.35%
2026/03/26 18.35% 21.78% 11.35% 14.33% 2.93% 3.88% 1.49% 3.29% 3.18% 1.55%
2026/03/27 25.06% 19.77% 10.92% 11.21% 3.25% 2.93% 3.88% 2.05% 4.58% 1.38%
2026/03/28 22.98% 21.57% 12.98% 9.85% 5.47% 3.13% 5.4% 1.73% 2.33% 1.27%
2026/03/29 23.25% 27.79% 12.58% 8.84% 4.33% 2.26% 2.82% 1.38% 3.7% 1.47%
2026/03/30 23.62% 19.5% 12.56% 8.2% 5.21% 2.86% 5.45% 3.02% 4.13% 1.48%
2026/03/31 21.82% 18.64% 14.2% 10.31% 4.87% 3.8% 3.6% 3% 2.96% 1.69%
  • hotels.com
  • booking.com
  • expedia.com
  • airbnb.com
  • priceline.com
  • vrbo.com
  • trivago.com
  • hilton.com
  • kayak.com
  • hyatt.com

Copyright © Adthena. All rights reserved.

In March 2026, Hotels.com and Booking.com dominated PPC spend, with Booking.com leading. Expedia and Airbnb showed fluctuations, while Priceline and Vrbo had modest shares. Trivago, Hilton, Kayak, and Hyatt maintained lower but steady presence.

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. 

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Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/03/01 1530
2026/03/02 1473
2026/03/03 1474
2026/03/04 1493
2026/03/05 1573
2026/03/06 1583
2026/03/07 1539
2026/03/08 1462
2026/03/09 1526
2026/03/10 1450
2026/03/11 1428
2026/03/12 1439
2026/03/13 1505
2026/03/14 1560
2026/03/15 1496
2026/03/16 1481
2026/03/17 1482
2026/03/18 1426
2026/03/19 1482
2026/03/20 1466
2026/03/21 1432
2026/03/22 1422
2026/03/23 1389
2026/03/24 1327
2026/03/25 1398
2026/03/26 1372
2026/03/27 1408
2026/03/28 1421
2026/03/29 1383
2026/03/30 1414
2026/03/31 1384

Copyright © Adthena. All rights reserved.

March began with 1,530 advertisers, fluctuating throughout. Mid-month saw a peak at 1,583, but numbers declined, ending at 1,384.

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.

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Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
airbnb.com 4.55%
vrbo.com 1.29%
priceline.com 1.01%
trivago.com 0.79%
hyatt.com 0.79%
riu.com -0.09%
hotelscombined.com -0.16%
hotels.com -1.96%
booking.com -5.15%
expedia.com -7.02%

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Expedia and Booking saw significant declines, losing 7.02% and 5.15% click share. Meanwhile, Airbnb surged with a 4.55% increase, leading positive movers.

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.

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Date booking.com expedia.com hotels.com priceline.com airbnb.com vrbo.com trivago.com hilton.com kayak.com viator.com
2026/03/01 40.09% 22.31% 12.82% 3.61% 2.46% 2.2% 0.3% 1.88% 1.75% 0.96%
2026/03/02 39.66% 21.34% 10.91% 2.78% 2.84% 2.72% 0.35% 2.58% 2.48% 1.05%
2026/03/03 37.18% 22.39% 15.04% 2.17% 2.47% 1.8% 1.28% 2.78% 2% 1.01%
2026/03/04 39.14% 21.23% 12.09% 3.04% 2.59% 2.35% 1.32% 2.69% 1.74% 1%
2026/03/05 38.69% 18.91% 13.77% 3.13% 2.78% 2% 1.72% 3.32% 1.67% 1.08%
2026/03/06 31.9% 20.76% 13.65% 7.41% 2.38% 1.55% 1.38% 4.18% 1.32% 1.03%
2026/03/07 33.03% 25.06% 13.74% 4.1% 2.76% 1.89% 1.71% 2.78% 1.27% 1.07%
2026/03/08 38.23% 24.58% 11.65% 2.83% 2.5% 1.51% 1.03% 2.94% 0.68% 0.93%
2026/03/09 34.58% 23.34% 15.09% 3.74% 2.37% 1.95% 1.75% 3.18% 0.93% 0.78%
2026/03/10 37.79% 21.48% 14.77% 2.69% 2.95% 2.47% 1.15% 2.9% 0.43% 1.04%
2026/03/11 34.63% 21.13% 16.83% 2.91% 2.73% 1.99% 2.06% 3.94% 0.56% 0.93%
2026/03/12 36.65% 22.12% 14.59% 3.92% 2.45% 1.41% 1.95% 2.87% 0.5% 1.14%
2026/03/13 36.85% 23.56% 13.02% 2.18% 2.71% 1.73% 2.1% 2.9% 0.6% 1.04%
2026/03/14 35.84% 22.21% 16.34% 2.43% 2.51% 1.62% 1.89% 2.92% 0.34% 1.15%
2026/03/15 37.44% 21.68% 14.13% 2.66% 2.26% 1.25% 2.11% 3.57% 0.47% 1.01%
2026/03/16 35.75% 21.9% 12.88% 2.24% 2.83% 1.86% 2.06% 4.33% 1.02% 1.05%
2026/03/17 34.18% 21.61% 14.12% 2.92% 2.47% 1.37% 1.91% 4.8% 0.72% 0.99%
2026/03/18 33% 19.64% 12.81% 2.6% 3.88% 2.77% 1.85% 3.72% 0.83% 1.66%
2026/03/19 37.52% 14.54% 8.81% 4.73% 4.08% 3.65% 3.11% 3.43% 2.06% 1.79%
2026/03/20 29.44% 19.88% 10.56% 5.38% 3.49% 2.54% 4.3% 3.67% 1.43% 2.05%
2026/03/21 31.39% 14.31% 7.29% 5.57% 5.01% 3.84% 5.29% 3.64% 1.61% 1.67%
2026/03/22 35.41% 14.15% 11.73% 6.06% 3.62% 2.48% 1.37% 4.74% 1.62% 1.2%
2026/03/23 36% 15.34% 11.96% 3.82% 4.52% 2.57% 1.83% 3.43% 0.53% 1.46%
2026/03/24 33.73% 14.74% 8.74% 7% 4.57% 4.14% 2.36% 4.69% 2.69% 1.08%
2026/03/25 25.81% 17.83% 13.05% 4.77% 5.89% 4.91% 3.12% 4.41% 0.8% 1.14%
2026/03/26 28.17% 13.62% 9.23% 4.15% 7.69% 5.21% 1.53% 3.72% 2.01% 1.73%
2026/03/27 29.03% 12.75% 12.26% 4.73% 6.18% 3.83% 4.28% 3.19% 2.78% 1.38%
2026/03/28 28.44% 15.11% 11.44% 7.41% 5.31% 4.58% 5.9% 2.41% 1.56% 1.1%
2026/03/29 35.61% 15.99% 12.5% 5.92% 4.72% 2.96% 2.97% 1.55% 2.25% 1.07%
2026/03/30 27.33% 14.25% 12.34% 7.14% 4.37% 3.85% 5.92% 3.41% 2.63% 1.26%
2026/03/31 25.05% 16.24% 11.47% 6.32% 5.39% 5.11% 3.93% 3.4% 2.24% 1.28%
  • booking.com
  • expedia.com
  • hotels.com
  • priceline.com
  • airbnb.com
  • vrbo.com
  • trivago.com
  • hilton.com
  • kayak.com
  • viator.com

Copyright © Adthena. All rights reserved.

In March 2026, Booking.com led with fluctuating impressions, peaking early and dipping late. Expedia saw a decline, while Priceline and Airbnb gained momentum. Trivago and Hilton showed varied trends, ending with moderate shares.

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.

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Google Text Ad Copy Insights & Creative Trends for US Travel Accommodation - Last month
  1. 1
    Airbnb Official Site https://www.airbnb.com

    Vacation Rentals & More — Book highly rated rentals for your next trip - houses, cabins, unique stays & more. Enjoy more space, privacy, and amenities on your next trip. Low Prices. Over 100,000 Cities. Types: Entire Home, Cabin.

  2. 2
    Hotels - Booking.com http://www.booking.com › hotels

    Find What You Need At Booking.com, The Biggest Travel Site In The World. Choose From a Wide...

  3. 3
    Deals on Hotels on Expedia | Competitive Pricing https://www.expedia.com/hotels/book_now

    Search Hotels. Find & Compare Deals and You Can Save Big! Get the Most Out of Your Vacation...

  4. 4
    Great Hotels on Hotels.com - Fast and Easy. Book in Minutes https://www.hotels.com

    Find Hotels on Hotels.com. Compare Options & You Can Save. Browse Reviews & Photos.

  5. 5
    Book Hotel Rooms 60% Off | Hotels from $39 on Priceline https://www.priceline.com

    Book Exclusive Deals on Your Phone, Your Computer or the App. Fast & Easy

Copyright © Adthena. All rights reserved.

In the competitive world of travel accommodations, Airbnb stands out with its promise of unique stays and privacy, while Booking.com and Expedia emphasize their vast selection and competitive pricing. Hotels.com and Priceline focus on ease and savings, highlighting user-friendly booking experiences and exclusive deals.

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