US Travel Accommodation - PPC Market Share Analysis September 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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
hotels.com 17.8
expedia.com 16.37
booking.com 14.67
priceline.com 8.98
airbnb.com 8.14
hilton.com 5.42
trivago.com 4.1
vrbo.com 3.62
kayak.com 2.08
hyatt.com 1.54
others 17.28
  • hotels.com - 17.8%
  • expedia.com - 16.37%
  • booking.com - 14.67%
  • priceline.com - 8.98%
  • airbnb.com - 8.14%
  • hilton.com - 5.42%
  • trivago.com - 4.1%
  • vrbo.com - 3.62%
  • kayak.com - 2.08%
  • hyatt.com - 1.54%
  • others - 17.28%

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In the PPC landscape, Hotels.com leads with 17.8% click share, closely followed by ‘others’ at 17.28%. Expedia and Booking.com trail behind, highlighting a competitive market.

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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date expedia.com booking.com hotels.com priceline.com airbnb.com hilton.com vrbo.com trivago.com kayak.com guestreservations.com
2025/09/01 16.97% 10.32% 20.04% 6.6% 9.55% 5.25% 3.18% 5.15% 3.56% 1.8%
2025/09/02 16.68% 8.62% 15.76% 5.96% 11.71% 5.88% 5.45% 5.35% 3.43% 1.88%
2025/09/03 15.28% 10.26% 17.26% 8.79% 9.78% 4.9% 4.97% 5.92% 4.97% 1.72%
2025/09/04 16.95% 12.96% 18.25% 8.02% 8.29% 5.67% 4.34% 3.82% 2.83% 1.85%
2025/09/05 15.98% 13.02% 20.95% 8.12% 8.79% 5.01% 4.34% 4.12% 1.47% 1.95%
2025/09/06 16.76% 14.39% 17.25% 7.03% 9.07% 4.93% 4.51% 3.89% 4.19% 1.92%
2025/09/07 15.32% 16.4% 19.07% 8.4% 7.88% 4.54% 3.41% 4.06% 2.32% 1.87%
2025/09/08 16.54% 14.25% 18.64% 5.28% 10.45% 5.62% 4.82% 1.99% 1.47% 2.37%
2025/09/09 17.01% 13.02% 18.47% 8.51% 8.49% 5.43% 3.65% 5.92% 2.35% 1.93%
2025/09/10 16.58% 14.39% 17.35% 9.18% 6.78% 5.8% 3.88% 6.08% 2.4% 1.74%
2025/09/11 18.63% 16.43% 16.32% 5.66% 8.64% 6.25% 4.27% 3.91% 1.73% 0.96%
2025/09/12 17.88% 14.59% 19.01% 7.67% 7.63% 5.98% 4.65% 2.58% 3.82% 1.66%
2025/09/13 15.32% 17.56% 14.2% 10.26% 8.22% 4.92% 5.28% 5.67% 2.25% 1.34%
2025/09/14 16.48% 16.65% 12.66% 9.46% 9.53% 6.13% 5.61% 3.31% 1.49% 1.64%
2025/09/15 16.81% 15.54% 16.02% 9.7% 8.13% 6.07% 4.82% 5.42% 1.47% 1.69%
2025/09/16 17.9% 14.88% 16.8% 8.37% 8.73% 6.63% 4.79% 3.55% 1.4% 1.93%
2025/09/17 14.72% 16.88% 15.66% 9.77% 9.77% 5.62% 4.78% 4.45% 1.21% 1.81%
2025/09/18 16.45% 15.81% 14.19% 8.99% 9.75% 6.53% 3.86% 4.17% 1.88% 1.91%
2025/09/19 16.91% 13.44% 15.67% 8.62% 9.02% 5.85% 5.11% 5.5% 1.87% 2%
2025/09/20 15.99% 15.11% 17.09% 9.48% 9.11% 5.8% 5% 4.64% 1.22% 1.32%
2025/09/21 16.49% 15.25% 14.61% 9.49% 9.14% 7.14% 4.18% 2.94% 3.19% 1.43%
2025/09/22 15.67% 14.33% 16.12% 7.54% 9.02% 8.38% 5.54% 3.53% 1% 1.89%
2025/09/23 18.13% 14.37% 15.49% 7.07% 8.21% 8.1% 5.06% 3.45% 1.5% 1.91%
2025/09/24 17.23% 14.07% 15% 7.16% 8.38% 7.77% 3.72% 4.65% 2.68% 1.67%
2025/09/25 16.2% 14.3% 15.69% 9.09% 9.69% 8.03% 3.76% 3.49% 1.42% 1.47%
2025/09/26 17.01% 12.9% 16.9% 7.71% 9.83% 7.62% 4.18% 3.91% 1.48% 1.68%
2025/09/27 15.39% 12.51% 14.57% 9.96% 9.05% 7.27% 5.3% 3.87% 2.32% 2.08%
2025/09/28 16.21% 15.04% 14.65% 8.53% 8.62% 6.94% 5.37% 3.94% 2.38% 1.76%
2025/09/29 16.25% 13.76% 15.58% 9.24% 8.83% 6.69% 4.51% 4.02% 2.99% 1.7%
2025/09/30 17.87% 13.76% 13.58% 10.22% 8.25% 6.15% 5.68% 4.32% 3.6% 1.5%
  • expedia.com
  • booking.com
  • hotels.com
  • priceline.com
  • airbnb.com
  • hilton.com
  • vrbo.com
  • trivago.com
  • kayak.com
  • guestreservations.com

Copyright © Adthena. All rights reserved.

In September 2025, Expedia led PPC spend, peaking at 18.63% on the 11th. Hotels.com fluctuated, starting strong but ending at 13.58%. Booking.com saw a mid-month surge, while Priceline and Airbnb showed steady growth. Hilton and Vrbo had modest gains, with Trivago and Kayak trailing. Guestreservations.com remained consistent.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/09/01 1695
2025/09/02 1673
2025/09/03 1752
2025/09/04 1809
2025/09/05 1662
2025/09/06 1805
2025/09/07 1763
2025/09/08 1691
2025/09/09 1763
2025/09/10 1736
2025/09/11 1649
2025/09/12 1577
2025/09/13 1642
2025/09/14 1658
2025/09/15 1654
2025/09/16 1612
2025/09/17 1554
2025/09/18 1538
2025/09/19 1612
2025/09/20 1681
2025/09/21 1639
2025/09/22 1640
2025/09/23 1656
2025/09/24 1714
2025/09/25 1694
2025/09/26 1623
2025/09/27 1671
2025/09/28 1677
2025/09/29 1646
2025/09/30 1577

Copyright © Adthena. All rights reserved.

September saw fluctuating advertiser numbers, peaking at 1,809 on the 4th, then declining to 1,577 by month’s end.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
hilton.com 1.26%
priceline.com 0.94%
booking.com 0.3%
trivago.com 0.13%
expedia.com 0.11%
reservations.com -0.08%
vrbo.com -0.13%
guestreservations.com -0.17%
airbnb.com -0.76%
hotels.com -1.23%

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Hilton.com surged with a 1.26% increase, while Hotels.com dropped by 1.23%. Priceline.com and Booking.com also gained, contrasting Airbnb.com’s decline.

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.

Date expedia.com booking.com hotels.com priceline.com airbnb.com trivago.com hilton.com kayak.com vrbo.com guestreservations.com
2025/09/01 18.57% 12.15% 15.84% 8.59% 6.36% 6.85% 4.79% 4.02% 2.82% 1.95%
2025/09/02 18.24% 9.35% 12.73% 7.81% 7.9% 7.07% 5.91% 3.83% 4.98% 2.04%
2025/09/03 16.34% 11.8% 13.63% 11.44% 6.57% 7.55% 4.38% 5.34% 4.47% 1.87%
2025/09/04 18.06% 14.92% 13.64% 10.61% 5.97% 4.78% 5.38% 3.06% 3.82% 1.99%
2025/09/05 17.22% 14.89% 15.79% 10.8% 6.72% 4.98% 4.58% 1.59% 4.03% 2.16%
2025/09/06 18% 16.44% 13.02% 9.43% 6.78% 4.47% 4.44% 4.49% 4.18% 2.07%
2025/09/07 16.02% 19.1% 14.34% 10.87% 6.01% 4.61% 4.09% 2.4% 3% 2.02%
2025/09/08 17.6% 16.35% 14.52% 6.86% 8% 2.14% 5.25% 1.54% 4.59% 2.64%
2025/09/09 18.19% 14.41% 14.44% 10.92% 6.37% 6.8% 5.06% 2.45% 3.22% 2.1%
2025/09/10 17.42% 15.81% 13.64% 11.05% 5.2% 6.63% 5.24% 2.52% 3.56% 1.93%
2025/09/11 19.69% 18.24% 13.02% 7.12% 6.66% 4.2% 5.88% 1.83% 3.97% 1.06%
2025/09/12 19.08% 16.15% 15.52% 9.36% 5.85% 2.75% 5.65% 3.78% 4.18% 1.85%
2025/09/13 16.01% 19.75% 11.93% 11.99% 5.77% 6.31% 4.42% 2.24% 4.61% 1.4%
2025/09/14 17.03% 18.22% 11.04% 11.66% 6.91% 3.7% 5.57% 1.5% 4.84% 1.73%
2025/09/15 17.88% 17.77% 14.06% 11.81% 5.77% 6.32% 5.26% 1.41% 3.86% 1.64%
2025/09/16 19.24% 16.7% 15.62% 10.36% 6.05% 4.02% 5.84% 1.36% 3.92% 1.91%
2025/09/17 15.55% 20.1% 14.54% 12.27% 6.12% 5.55% 4.71% 1.15% 3.66% 1.67%
2025/09/18 17.15% 18.46% 13.82% 11.2% 6.06% 5.01% 5.77% 1.97% 2.91% 1.76%
2025/09/19 18% 15.68% 15.02% 10.92% 5.52% 7.4% 4.83% 2% 3.81% 1.75%
2025/09/20 16.92% 17.72% 16.15% 11.89% 5.61% 6.4% 5.02% 1.23% 3.56% 1.11%
2025/09/21 17.39% 17.32% 13.85% 12.23% 5.66% 3.81% 6.33% 3.85% 3.1% 1.21%
2025/09/22 16.04% 16.91% 16.28% 9.72% 5.69% 4.63% 7.43% 1.06% 4.15% 1.62%
2025/09/23 19.6% 16.26% 15.58% 8.69% 5.19% 4.42% 7.25% 1.76% 3.8% 1.58%
2025/09/24 18.23% 15.52% 15.31% 8.64% 5.08% 6.48% 6.72% 3.5% 2.52% 1.38%
2025/09/25 16.71% 16.17% 16.22% 11.47% 6.3% 4.37% 7.29% 1.41% 2.69% 1.23%
2025/09/26 17.7% 14.37% 18.05% 9.09% 6.69% 5.03% 7.01% 1.45% 3.05% 1.43%
2025/09/27 15.69% 13.43% 15.24% 12.18% 6.42% 5.17% 6.39% 2.82% 3.77% 1.78%
2025/09/28 15.91% 17.38% 15.11% 10.35% 5.88% 5.09% 5.95% 2.68% 3.89% 1.52%
2025/09/29 16.2% 15.37% 15.82% 11.54% 6.17% 5.15% 5.71% 3.66% 3.29% 1.46%
2025/09/30 18.83% 15.31% 13.39% 13.08% 5.57% 5.35% 4.97% 4.34% 4.14% 1.24%
  • expedia.com
  • booking.com
  • hotels.com
  • priceline.com
  • airbnb.com
  • trivago.com
  • hilton.com
  • kayak.com
  • vrbo.com
  • guestreservations.com

Copyright © Adthena. All rights reserved.

In September 2025, Expedia led with fluctuating impressions, peaking mid-month. Booking.com surged early, then stabilized. Hotels.com and Priceline showed consistent mid-range performance. Airbnb and Trivago had lower shares, while Hilton and Kayak saw modest gains. Vrbo and GuestReservations maintained steady, low impressions.

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.

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

    Your Next Vacation Starts Here u2014 Make your stay more special with local experiences and convenient services, now on Airbnb.

  2. 2
    Booking.com http://www.booking.com u203a hotels

    Hotels u2014 Choose From a Wide Range of Properties Which Booking.com Offers. Search Now! Find...

  3. 3
    Deals on Hotels on Expedia | Book It All in One Place https://www.expedia.com/

    Search Hotels. Find & Compare Deals and You Can Save Big! Trips Made Easier and More...

  4. 4
    Great Hotels on Hotels.com https://www.hotels.com u203a hotels u203a book_now

    Hotels.com - Here Since 1991 u2014 Find Hotels on Hotels.com. Compare Options & You Can Save. Browse Reviews & Photos.

  5. 5
    Hotels from $39 on Priceline - $39 and Up Hotel Deals https://www.priceline.com

    Incredible Deals from Independent Hotels and Well Known Brands. Up to 60% Off Great Rooms.

Copyright © Adthena. All rights reserved.

In the competitive landscape of travel accommodation, Airbnb entices with local experiences, while Booking.com and Expedia emphasize variety and savings. Hotels.com highlights its long-standing presence, and Priceline captivates with significant discounts, showcasing diverse strategies to attract travelers.

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