US Travel Activities - PPC Market Share Analysis December 2025

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

Google AI Overview visibility for Travel Activities 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	30.1648470526
	69.8351529474

30%

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	65
	35

65%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	37%
Transactional	5%
Navigational	0%
Seasonal	0%
Local	9%
Problem Solving	4%

Market Exposure

Share of Clicks for top 10 US Travel Activities 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
viator.com	19.79
tripadvisor.com	10.52
royalcaribbean.com	7.91
getyourguide.com	4.19
universalstudioshollywood.com	3.03
groupon.com	2.75
ncl.com	2.3
vikingrivercruises.com	2.15
go.com	1.68
booking.com	1.33
others	44.35

viator.com - 19.79%
tripadvisor.com - 10.52%
royalcaribbean.com - 7.91%
getyourguide.com - 4.19%
universalstudioshollywood.com - 3.03%
groupon.com - 2.75%
ncl.com - 2.3%
vikingrivercruises.com - 2.15%
go.com - 1.68%
booking.com - 1.33%
others - 44.35%

Viator leads with 19.79% click share, followed by Tripadvisor at 10.52%. Others collectively dominate with 44.35%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US Travel Activities 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	viator.com	tripadvisor.com	getyourguide.com	vikingrivercruises.com	kensingtontours.com	royalcaribbean.com	ncl.com	booking.com	universalstudioshollywood.com	groupon.com
2025/12/01	21.62%	12.24%	4.87%	2.98%	0.85%	3.48%	1.12%	3.34%	1.42%	5.44%
2025/12/02	20.81%	11.91%	4.3%	3.61%	1.07%	2.98%	1.97%	3.34%	1.59%	3.52%
2025/12/03	19.87%	10.07%	4.47%	3.48%	1.34%	2.72%	1.81%	3.71%	1.58%	6.65%
2025/12/04	19.75%	8.77%	5.3%	3.61%	1.49%	3.24%	1.96%	3.58%	1.89%	3.44%
2025/12/05	19.67%	12.12%	5.33%	3.36%	1.32%	2.83%	1.7%	3.05%	1.72%	4.27%
2025/12/06	19.79%	10.93%	5.38%	2.73%	1.33%	3.72%	1.78%	2.81%	1.56%	3.24%
2025/12/07	19.22%	12.54%	5.78%	2.74%	1.49%	4.87%	2%	2.64%	1.81%	2.95%
2025/12/08	21.78%	12.31%	6.13%	3.3%	1.51%	5.32%	2.16%	2.85%	0.57%	2.21%
2025/12/09	22.71%	11.36%	6.45%	2.98%	1.89%	4.99%	1.51%	2.42%	1.17%	2.1%
2025/12/10	22.71%	12%	6.12%	2.87%	1.31%	5.1%	1.41%	1.95%	1.62%	2.42%
2025/12/11	21.78%	11.13%	4.93%	3.08%	0.96%	5.43%	2%	1.97%	1.04%	2.09%
2025/12/12	21.31%	11.36%	5.54%	2.76%	1.14%	5.67%	1.95%	2.08%	1.95%	1.7%
2025/12/13	23.41%	12.37%	5.45%	3.15%	1.05%	5.45%	1.61%	1.93%	1.09%	2.11%
2025/12/14	21.64%	11.95%	5.39%	3.27%	0.69%	6.42%	1.89%	1.72%	1.15%	2.09%
2025/12/15	20.87%	12.04%	5.8%	3.73%	1.24%	6.63%	2.19%	1.72%	1.13%	2.19%
2025/12/16	22.37%	11.25%	6.44%	3.1%	1.35%	5.22%	1.97%	1.52%	1.7%	1.95%
2025/12/17	22.34%	12.12%	5.72%	2.69%	0.97%	6.51%	1.73%	1.75%	1.28%	2.16%
2025/12/18	20.76%	12.42%	5.93%	2.46%	1.23%	5.55%	1.7%	1.51%	1.83%	1.77%
2025/12/19	22.67%	13.13%	5.68%	2.93%	1.49%	5.13%	1.23%	1.46%	1.44%	1.76%
2025/12/20	22.96%	14.59%	6.31%	2.55%	1.4%	4.05%	1.36%	1.6%	1.5%	2.29%
2025/12/21	21.79%	13.87%	5.95%	3.04%	1.39%	5.05%	1.32%	1.74%	0.94%	2.16%
2025/12/22	22.63%	13.97%	5.8%	3.23%	1.39%	5.56%	2.22%	1.74%	0.78%	2.33%
2025/12/23	22.37%	14.23%	6.38%	3.54%	1.54%	2.75%	1.69%	2.34%	1.27%	1.83%
2025/12/24	23.08%	13.5%	6.34%	2.89%	1.25%	2.28%	1.43%	2.4%	1.26%	2.76%
2025/12/25	23.29%	12.17%	6.07%	2.66%	1.33%	3.05%	1.3%	2.09%	1.64%	2.5%
2025/12/26	24.55%	13.27%	5.97%	3.08%	1.21%	2.63%	1.9%	2.36%	1.46%	1.23%
2025/12/27	24.3%	13.56%	6.82%	3.1%	1.3%	2.84%	2.03%	2.48%	1.62%	1.36%
2025/12/28	25.39%	14.69%	6.86%	3.14%	1.33%	2.75%	2.2%	1.99%	1%	0.78%
2025/12/29	23.74%	14.23%	6.87%	3.11%	1.35%	2.88%	2.25%	2.71%	1.25%	1.19%
2025/12/30	22.83%	13.36%	6.77%	3.08%	1.82%	2.73%	2.02%	2.32%	1.81%	1.48%
2025/12/31	22.01%	11.95%	6.06%	2.97%	2.6%	2.26%	1.94%	1.84%	1.57%	1.26%

viator.com
tripadvisor.com
getyourguide.com
vikingrivercruises.com
kensingtontours.com
royalcaribbean.com
ncl.com
booking.com
universalstudioshollywood.com
groupon.com

Viator.com led December with a steady rise, peaking at 25.39% on the 28th. TripAdvisor saw a gradual increase, ending at 11.95%. GetYourGuide.com climbed consistently, reaching 6.87% on the 29th. VikingRiverCruises.com fluctuated, closing at 2.97%. KensingtonTours.com showed a late surge, finishing at 2.6%. RoyalCaribbean.com peaked mid-month, then declined to 2.26%. NCL.com had a stable month, ending at 1.94%. Booking.com fluctuated, closing at 1.84%. UniversalStudiosHollywood.com remained steady, ending at 1.57%. Groupon.com saw a decline, finishing at 1.26%.

Market Exposure

Competitor Count for US Travel Activities

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
2025/12/01	2194
2025/12/02	2162
2025/12/03	2274
2025/12/04	2279
2025/12/05	2383
2025/12/06	2348
2025/12/07	2213
2025/12/08	2141
2025/12/09	2196
2025/12/10	2237
2025/12/11	2299
2025/12/12	2375
2025/12/13	2210
2025/12/14	2191
2025/12/15	2208
2025/12/16	2311
2025/12/17	2243
2025/12/18	2346
2025/12/19	2293
2025/12/20	2327
2025/12/21	2199
2025/12/22	2251
2025/12/23	2280
2025/12/24	2257
2025/12/25	2188
2025/12/26	2154
2025/12/27	2138
2025/12/28	2134
2025/12/29	2143
2025/12/30	2180
2025/12/31	2159

December saw fluctuating advertiser numbers, peaking at 2,383 on the 5th. The month concluded with a slight decline, ending at 2,159.

Campaign Efficiency

Market Loss & Market Gains for US Travel Activities

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
tripadvisor.com	2.79%
viator.com	2.67%
getyourguide.com	0.65%
vrbo.com	0.25%
gadventures.com	0.22%
citypass.com	-0.15%
loopchicago.com	-0.19%
ncl.com	-0.21%
groupon.com	-0.65%
royalcaribbean.com	-2.89%

Tripadvisor.com and viator.com saw significant click share growth, while royalcaribbean.com experienced the largest decline.

Campaign Efficiency

US Travel Activities 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	viator.com	tripadvisor.com	getyourguide.com	booking.com	groupon.com	royalcaribbean.com	vikingrivercruises.com	ncl.com	universalstudioshollywood.com	cruises.com
2025/12/01	21.69%	10.9%	4.58%	3.09%	7.67%	2.54%	1.48%	0.74%	1.18%	2.58%
2025/12/02	20.12%	10.13%	3.38%	3.44%	4.81%	2.16%	1.89%	1.33%	1.33%	3.15%
2025/12/03	18.22%	7.9%	3.29%	3.51%	10.2%	2.03%	1.8%	1.29%	1.29%	1.84%
2025/12/04	17.91%	6.83%	4.17%	3.34%	4.45%	2.28%	1.84%	1.2%	1.48%	1.63%
2025/12/05	17.97%	10.82%	4.21%	2.63%	7.43%	1.94%	1.64%	1.1%	1.34%	1.88%
2025/12/06	18.16%	8.32%	4.39%	2.27%	4.83%	2.65%	1.37%	1.3%	1.29%	2.07%
2025/12/07	18.1%	10.73%	4.98%	2.7%	3.98%	3.91%	1.49%	1.46%	1.53%	2.1%
2025/12/08	21.16%	10.43%	5.22%	2.7%	2.81%	4.12%	1.78%	1.58%	0.49%	1.6%
2025/12/09	22.13%	9.34%	5.49%	2.24%	2.64%	3.99%	1.6%	1.3%	0.94%	0.89%
2025/12/10	21.63%	9.44%	4.62%	2.05%	2.71%	3.5%	1.55%	0.99%	1.35%	0.67%
2025/12/11	20.83%	9.34%	3.92%	1.64%	2.49%	3.89%	1.59%	1.44%	0.81%	1.01%
2025/12/12	20.62%	9.16%	4.88%	1.83%	2.56%	4.01%	1.45%	1.4%	1.59%	0.36%
2025/12/13	22.72%	10.24%	5.24%	1.62%	2.65%	3.85%	1.63%	1.1%	0.85%	0.58%
2025/12/14	20.59%	10.21%	4.44%	1.87%	2.93%	4.59%	1.69%	1.45%	0.94%	1.21%
2025/12/15	20.47%	10.95%	4.92%	1.92%	2.87%	4.9%	1.99%	1.68%	0.95%	1.02%
2025/12/16	21.99%	9.55%	5.37%	1.44%	2.75%	3.79%	1.62%	1.4%	1.4%	0.9%
2025/12/17	21.58%	10.63%	4.63%	1.66%	2.78%	4.7%	1.47%	1.27%	1.09%	0.69%
2025/12/18	19.46%	11.13%	4.5%	1.5%	2.54%	3.74%	1.33%	1.19%	1.44%	1.58%
2025/12/19	22.89%	12.17%	5.18%	1.53%	2.53%	3.72%	1.71%	0.98%	1.2%	0.82%
2025/12/20	22.55%	13.83%	4.87%	1.56%	2.96%	2.86%	1.33%	1%	1.16%	1.64%
2025/12/21	21.26%	12.98%	5.4%	1.59%	2.59%	3.72%	1.7%	0.94%	0.73%	2.02%
2025/12/22	22.89%	13.08%	4.63%	1.39%	3.19%	4.01%	1.75%	1.53%	0.64%	2.07%
2025/12/23	22.14%	12.38%	5.19%	2.1%	2.39%	2.01%	1.76%	1.13%	1.03%	1.04%
2025/12/24	22.71%	11.44%	5.55%	2.15%	3.93%	1.62%	1.53%	1.01%	0.98%	1.4%
2025/12/25	22.89%	10.25%	5.09%	1.84%	3.62%	2.17%	1.38%	1.06%	1.32%	1.91%
2025/12/26	24.82%	11.44%	5.08%	2.23%	1.7%	1.96%	1.54%	1.33%	1.19%	2.01%
2025/12/27	25.28%	11.77%	5.91%	2.34%	2%	2.16%	1.49%	1.43%	1.27%	2.25%
2025/12/28	26%	13.12%	6.18%	1.47%	1.2%	1.91%	1.47%	1.43%	0.72%	1%
2025/12/29	24.26%	12.92%	6.19%	2.6%	2.09%	2.02%	1.46%	1.51%	0.99%	1.32%
2025/12/30	22.62%	11.97%	5.97%	1.96%	2.75%	1.85%	1.52%	1.43%	1.41%	0.44%
2025/12/31	21.57%	11.05%	5.1%	1.98%	1.98%	1.66%	1.6%	1.42%	1.3%	0.23%

viator.com
tripadvisor.com
getyourguide.com
booking.com
groupon.com
royalcaribbean.com
vikingrivercruises.com
ncl.com
universalstudioshollywood.com
cruises.com

Viator.com led December with fluctuating impressions, peaking at 26.00% on the 28th. TripAdvisor.com saw a steady rise, ending at 11.05%. GetYourGuide.com climbed to 6.19% by the 29th. Booking.com and Groupon.com had varied trends, while RoyalCaribbean.com and VikingRiverCruises.com remained stable. Ncl.com and UniversalStudiosHollywood.com showed minor fluctuations. Cruises.com ended the month with a decline.

Campaign Efficiency

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

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 Activities - Last month

1
Universal Studios Hollywood Tickets - Buy Tickets Online & Save https://www.booking.com › attractions › book-now
Unlock Queue Jump, Discounts and Free Cancellation Options When You Book With Booking.com
2
2026 Royal Caribbean 75% Off | 2026 Cruises on Sale Now https://deals.cruiselines.com
Save up to 75% on 2026 Royal Caribbean Cruises. Complete selection & huge discounts. Extra savings for Royal Caribbean past passengers!
3
Walt Disney World Resort - Theme Park Tickets https://disneyworld.disney.go.com › tickets
Search each Theme Park for the best fit attractions & entertainment for your travel party.
4
Royal Caribbean® Cruises https://www.royalcaribbean.com
Royal Caribbean Official Site — Find Endless Opportunities Aboard to Make the Most of Every Moment With Royal Caribbean®. Choose From Over 300 Destinations For Your Next Cruise. Come Seek The Royal Caribbean®.
5
Universal Studios Hollywood https://www.universalstudioshollywood.com
Buy Tickets Online and Save — Thrilling Rides, a Real Movie Studio Tour, and a Selection of L.A.'s Best Restaurants. Save on...

In the competitive world of travel PPC, Booking.com entices with queue jumps and discounts for Universal Studios, while CruiseLines.com offers a staggering 75% off Royal Caribbean cruises. Disney’s theme park tickets promise tailored experiences, and Royal Caribbean’s official site highlights endless opportunities across 300 destinations. Universal Studios Hollywood promotes thrilling rides and savings, creating a compelling narrative of adventure and value.

Frequently Asked Questions

Why is the US Travel Activities December 2025 Report useful and how should I use it?

Why is the US Travel Activities December 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 Activities 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.
How often is the data updated?

Data within the US Travel Activities December 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 Activities December 2025 Report?

The US Travel Activities 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.

Learn more about our data.

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

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

The US Travel Activities 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.
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.

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US Travel Activities - PPC Market Share Analysis December 2025

Activities – US

Google AI Overview visibility for Travel Activities US

AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 US Travel Activities brands

Share of Spend for the top 10 US Travel Activities brands

Competitor Count for US Travel Activities

Market Loss & Market Gains for US Travel Activities

US Travel Activities Share of Impressions

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

Frequently Asked Questions

Why is the US Travel Activities December 2025 Report useful and how should I use it?

Why is the US Travel Activities December 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the US Travel Activities December 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this US Travel Activities December 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

UK Activities

AUS Activities