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US Travel Activities - PPC Market Share Analysis August 2026

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.

Activities – US

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 44.5034876879
55.4965123121
44%

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 60
40
60%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 32%
Transactional 5%
Navigational 1%
Seasonal 0%
Local 10%
Problem Solving 3%

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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
getyourguide.com 18.71
viator.com 16.61
tripadvisor.com 15.26
groupon.com 12.02
royalcaribbean.com 3.43
cooldestinations.com 2.4
booking.com 1.96
citypass.com 1.53
klook.com 1.53
gocity.com 1.47
others 25.08
  • getyourguide.com - 18.71%
  • viator.com - 16.61%
  • tripadvisor.com - 15.26%
  • groupon.com - 12.02%
  • royalcaribbean.com - 3.43%
  • cooldestinations.com - 2.4%
  • booking.com - 1.96%
  • citypass.com - 1.53%
  • klook.com - 1.53%
  • gocity.com - 1.47%
  • others - 25.08%

Copyright © Adthena. All rights reserved.

In the travel activities PPC landscape, GetYourGuide leads with 18.71% click share, followed by Viator at 16.61%. Others collectively hold 25.08%, showcasing 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 getyourguide.com viator.com tripadvisor.com groupon.com booking.com royalcaribbean.com headout.com cooldestinations.com rockefellercenter.com klook.com
2026/08/01 15.18% 19.72% 14.31% 11.54% 2.06% 2.83% 2.16% 2.12% 1.29% 1.64%
2026/08/02 14.89% 19.88% 13.72% 9.82% 2.12% 1.56% 1.98% 2.47% 1.38% 1.23%
2026/08/03 15.35% 20.06% 13.89% 11.42% 1.74% 1.72% 2.31% 1.97% 1.28% 0.88%
2026/08/04 14.83% 17.68% 13.36% 8.52% 2.58% 2.06% 1.84% 1.05% 1.81% 0.56%
2026/08/05 17.52% 16.48% 12.95% 9.43% 2.78% 2.71% 2.18% 1.84% 1.63% 0.68%
2026/08/06 20.24% 17.24% 13.78% 8.9% 3.18% 1.28% 2.03% 1.55% 1.52% 1.34%
2026/08/07 19.02% 18.25% 13.05% 9.03% 2.68% 1.48% 1.92% 1.43% 1.97% 1.58%
2026/08/08 19.07% 15.91% 13.04% 10.34% 2.27% 1.81% 1.91% 3.48% 1.13% 1.93%
2026/08/09 18.46% 15.43% 12.36% 10.49% 2.03% 1.35% 1.48% 2.58% 1.88% 1.64%
2026/08/10 17.76% 17.53% 14.48% 9.81% 1.96% 1.44% 1.23% 2.11% 1.03% 1.85%
2026/08/11 17.11% 16.15% 14.51% 11.23% 2.47% 1.77% 1.75% 1.8% 0.77% 1.34%
2026/08/12 18.23% 14.2% 13.22% 9.57% 1.97% 2.14% 1.94% 2.21% 1.32% 2.6%
2026/08/13 17.9% 15.48% 13.68% 9.99% 1.67% 1.46% 2.61% 2.68% 0.94% 2.07%
2026/08/14 18.22% 14.94% 15.14% 11.16% 2.17% 1.84% 2.15% 2.29% 1.05% 1.45%
2026/08/15 18.43% 14.58% 15.24% 9.94% 2.25% 1.14% 2.95% 2.22% 0.82% 1.34%
2026/08/16 18.24% 15.04% 15.06% 9.2% 2.72% 2.33% 2.81% 2.24% 1.18% 1.11%
2026/08/17 20.26% 16.15% 16.08% 7.71% 2.64% 2.37% 2.68% 1.48% 1.01% 1.48%
2026/08/18 20.16% 16.44% 15.03% 8.28% 2.4% 2.36% 2.6% 1.53% 1.27% 1.04%
2026/08/19 17.98% 16.25% 15.82% 9.27% 2.26% 2.8% 2.25% 1.88% 0.94% 2.04%
2026/08/20 17.47% 14.7% 14.21% 8.48% 2.71% 2.87% 2.19% 1.21% 1.74% 1.4%
2026/08/21 18.14% 13.63% 13.2% 8.94% 4.58% 2.69% 1.74% 1.67% 1.53% 1.91%
2026/08/22 17.95% 12.8% 12.43% 8.04% 3.4% 3.39% 2% 0.95% 2.13% 1.6%
2026/08/23 18.73% 13.91% 12.93% 7.88% 3.86% 2.89% 2.11% 1.48% 1.31% 1.46%
2026/08/24 18.24% 13.72% 12.59% 9.08% 3.44% 3.99% 2.2% 1.22% 1.39% 1.98%
2026/08/25 17.3% 11.4% 10.48% 9.3% 4.63% 3.59% 2.03% 0.98% 2.25% 1.31%
2026/08/26 16.77% 12.87% 12.54% 9.22% 3.52% 3.34% 1.53% 1.28% 2.28% 1.81%
2026/08/27 15.73% 15.13% 13.7% 9.89% 2.93% 3% 1.91% 1.25% 1.68% 1.18%
2026/08/28 16.27% 14.41% 12.81% 7.88% 4.39% 2.81% 2.64% 2.37% 1.44% 2.08%
2026/08/29 18.14% 13.98% 11.46% 8.05% 4.87% 3.34% 2.1% 1.8% 1.44% 2.16%
2026/08/30 17.37% 15.12% 12.02% 8.3% 3.95% 2.7% 2.16% 1.76% 1.45% 1.93%
2026/08/31 17.07% 13.7% 11.28% 7.22% 5.01% 3.38% 1.95% 1.75% 1.57% 1.42%
  • getyourguide.com
  • viator.com
  • tripadvisor.com
  • groupon.com
  • booking.com
  • royalcaribbean.com
  • headout.com
  • cooldestinations.com
  • rockefellercenter.com
  • klook.com

Copyright © Adthena. All rights reserved.

In August 2026, GetYourGuide led with a peak spend share of 20.26% on the 17th. Viator’s share declined, ending at 13.7%. Booking.com saw a late surge, closing at 5.01%.

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
2026/08/01 1923
2026/08/02 1902
2026/08/03 1804
2026/08/04 2054
2026/08/05 1890
2026/08/06 1856
2026/08/07 1712
2026/08/08 1685
2026/08/09 1754
2026/08/10 1800
2026/08/11 1744
2026/08/12 1840
2026/08/13 1763
2026/08/14 1800
2026/08/15 1721
2026/08/16 1708
2026/08/17 1611
2026/08/18 1618
2026/08/19 1573
2026/08/20 1744
2026/08/21 1774
2026/08/22 1722
2026/08/23 1712
2026/08/24 1742
2026/08/25 1682
2026/08/26 1706
2026/08/27 1719
2026/08/28 1773
2026/08/29 1750
2026/08/30 1770
2026/08/31 1737

Copyright © Adthena. All rights reserved.

August began with 1,923 advertisers, peaking at 2,054 on the 4th. A decline followed, reaching 1,573 on the 19th. The month concluded with 1,737 advertisers.

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
royalcaribbean.com 1.95%
booking.com 0.85%
iflyworld.com 0.45%
trip.com 0.41%
headout.com 0.32%
tripadvisor.com -0.69%
cooldestinations.com -0.73%
groupon.com -1.02%
getyourguide.com -1.38%
viator.com -1.83%

Copyright © Adthena. All rights reserved.

Royal Caribbean surged with a 1.95% click share increase, while Viator faced a 1.83% 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 getyourguide.com viator.com tripadvisor.com groupon.com booking.com gocity.com cooldestinations.com headout.com klook.com citypass.com
2026/08/01 18.04% 19.85% 16.25% 14.78% 2.15% 1.64% 2.83% 1.47% 1.94% 0.72%
2026/08/02 17.7% 19.51% 13.95% 12.93% 2.07% 1.87% 3.63% 1.42% 1.28% 0.85%
2026/08/03 17.75% 19.54% 13.5% 15.77% 1.78% 1.5% 2.94% 1.41% 0.78% 0.99%
2026/08/04 17.74% 18.36% 13.63% 12.54% 2.29% 1.46% 1.58% 1.25% 0.61% 1.01%
2026/08/05 20.14% 17.75% 14.29% 12.67% 2.41% 1.31% 2.76% 1.74% 0.67% 1.13%
2026/08/06 23.36% 19.74% 15.01% 12.03% 2.71% 0.86% 2.1% 1.28% 1.77% 1.47%
2026/08/07 21.83% 20.09% 13.67% 12.04% 2.59% 1.74% 1.94% 1.71% 1.86% 1.32%
2026/08/08 21.08% 17.31% 13.77% 13.09% 2.5% 1.79% 4.51% 1.19% 2.22% 2.06%
2026/08/09 20.67% 17.6% 14.09% 13.41% 1.68% 1.76% 3.61% 0.99% 1.83% 1.73%
2026/08/10 20.55% 18.85% 15.69% 12.64% 1.67% 1.9% 2.65% 1.04% 2.26% 1.66%
2026/08/11 18.77% 18.92% 16.8% 14.62% 1.82% 1.15% 2.2% 1.21% 1.54% 1.77%
2026/08/12 21.09% 16.15% 14.57% 12.32% 1.56% 1.66% 3.15% 1.13% 3.42% 2.01%
2026/08/13 20.25% 17.41% 14.74% 13.05% 1.56% 1.59% 4.1% 1.9% 2.19% 2.17%
2026/08/14 20.56% 17.24% 16.98% 13.43% 1.8% 1.31% 3.04% 1.56% 1.66% 2%
2026/08/15 20.53% 16.54% 16.39% 12.97% 1.91% 1.14% 3% 2.15% 1.5% 2.29%
2026/08/16 20.23% 18.04% 17.08% 12.12% 2.16% 1.42% 3.15% 2.93% 1.25% 1.91%
2026/08/17 23.35% 18.65% 17.36% 10.61% 2.03% 1.57% 2.14% 2.59% 1.63% 1.4%
2026/08/18 23.02% 18.88% 17.04% 11.33% 1.82% 1.99% 1.96% 2.06% 1.07% 1.18%
2026/08/19 20.49% 18.81% 17.32% 12.09% 1.91% 0.93% 2.33% 1.8% 2.51% 2.01%
2026/08/20 20.61% 17.2% 15.93% 11.47% 2.41% 1.16% 1.51% 1.76% 1.45% 1.26%
2026/08/21 20.48% 16.56% 15.29% 12.55% 3.57% 1.22% 2.5% 1.81% 2.51% 1.09%
2026/08/22 19.87% 15.08% 13.7% 11.55% 3.08% 1.7% 1.25% 2% 1.65% 0.98%
2026/08/23 20.18% 16.32% 14.32% 10.65% 3.31% 1.54% 2.37% 2.2% 1.56% 1.32%
2026/08/24 20.75% 16.51% 14.62% 11.97% 2.8% 1.15% 1.83% 2.43% 2.54% 1.43%
2026/08/25 19.68% 14.2% 13.36% 12.74% 3.81% 1.32% 1.51% 1.99% 1.56% 1.9%
2026/08/26 19.32% 16.3% 15.35% 12.56% 2.75% 2.7% 2.21% 1.24% 2.32% 1.12%
2026/08/27 17.37% 17.02% 15.91% 14.41% 2.6% 1.8% 1.62% 2.12% 1.31% 1.55%
2026/08/28 17.88% 15.92% 14.76% 11.14% 3.67% 1.99% 3.27% 2.15% 2.34% 1.06%
2026/08/29 19.49% 15.57% 13.28% 10.95% 3.32% 1.36% 2.26% 2.02% 2.73% 1.67%
2026/08/30 18.5% 16% 13.96% 10.39% 3.63% 2.4% 2.71% 2.41% 2.02% 1.11%
2026/08/31 19.04% 15.03% 13.2% 10.53% 4.49% 2.07% 1.91% 1.84% 1.7% 1.17%
  • getyourguide.com
  • viator.com
  • tripadvisor.com
  • groupon.com
  • booking.com
  • gocity.com
  • cooldestinations.com
  • headout.com
  • klook.com
  • citypass.com

Copyright © Adthena. All rights reserved.

In August 2026, GetYourGuide led with a peak impression share of 23.36% on the 6th. Viator’s share fluctuated, ending at 15.03%. TripAdvisor saw a decline, closing at 13.2%. Groupon’s share decreased, finishing at 10.53%. Booking.com rose steadily, ending at 4.49%.

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. 1
    Royal Caribbean Cruise Deals - Royal Caribbean Sale https://www.cruises.com › royalcaribbean

    Stack Our Exclusive Deals with Royal Caribbean's Offers for the Most Cruise Savings! Lowest Royal Caribbean Cruise Rates. Book with Confidence - 20,000+ Five-Star Reviews. $25 Cruise Deposits. Destinations: Caribbean, Mexico, Alaska.

  2. 2
    Ticket Deals - Universal Studios Hollywood, California | Groupon https://www.groupon.com

    New Promo Buy a Day, Get a Day Free - Universal Studios Hollywood - Universal Studios Hollywood, CA

  3. 3
    3-10 Night Caribbean Cruises - America's Summer Sale https://www.margaritavilleatsea.com

    America's Summer Sale | Cruises from $59/night plus free guests & free stateroom upgrades

  4. 4
    Royal Caribbean® Cruises | Royal Caribbean Official Site https://www.royalcaribbean.com

    Book Your Cruise With Royal Caribbean, Voted Best Cruise Line Overall 23 Years Running. Find Endless Opportunities Aboard to Make the Most of Every Moment With Royal Caribbean®.

  5. 5
    New Orleans Top 10 Activities - 2026's Must-Do Activities https://www.viator.com › new-orleans › book-now

    Don't Just Visit, Experience New Orleans. Reserve Your Must-Do Activities And Pay Later. Quick & Easy Purchase Process! Full Refund Available up to 24 Hours Before Your Tour Date. Photos, Videos, & Maps. All Available in One App. Verified Reviews.

Copyright © Adthena. All rights reserved.

In the competitive world of travel PPC, cruises.com entices with exclusive Royal Caribbean deals, while groupon.com offers a “Buy a Day, Get a Day Free” at Universal Studios. Margaritavilleatsea.com lures with budget-friendly Caribbean cruises, and royalcaribbean.com highlights its award-winning service. Viator.com captivates with New Orleans experiences, emphasizing flexibility and convenience.

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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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