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US Travel Activities - PPC Market Share Analysis May 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 33.1579054296
66.8420945704
33%

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 66
34
66%

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%

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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
viator.com 21.52
tripadvisor.com 13.22
groupon.com 12.66
getyourguide.com 11.76
royalcaribbean.com 3.93
klook.com 2.28
scavengerhunt.com 1.95
cooldestinations.com 1.74
booking.com 1.59
letsroam.com 1.33
others 28.02
  • viator.com - 21.52%
  • tripadvisor.com - 13.22%
  • groupon.com - 12.66%
  • getyourguide.com - 11.76%
  • royalcaribbean.com - 3.93%
  • klook.com - 2.28%
  • scavengerhunt.com - 1.95%
  • cooldestinations.com - 1.74%
  • booking.com - 1.59%
  • letsroam.com - 1.33%
  • others - 28.02%

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In the PPC landscape, Viator leads with 21.52% click share, followed by Tripadvisor at 13.22%. Others collectively hold 28.02%, 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 viator.com tripadvisor.com getyourguide.com groupon.com royalcaribbean.com booking.com cooldestinations.com klook.com rockefellercenter.com cruises.com
2026/05/01 26.17% 13.16% 5.97% 10.16% 1.32% 2.48% 3.37% 2.36% 1.11% 0.74%
2026/05/02 22.66% 11.98% 6.8% 10.23% 1.87% 2.39% 3.71% 2.41% 1.33% 1.11%
2026/05/03 23.13% 11.23% 10.73% 9.46% 2.06% 2.08% 1.23% 3.07% 1.62% 0.85%
2026/05/04 23.14% 12.07% 9.62% 9.5% 2.22% 2.2% 0.96% 3.11% 1.46% 1.11%
2026/05/05 23.11% 11.42% 10.22% 8.69% 2.5% 1.55% 1.1% 2.94% 1.51% 1.14%
2026/05/06 24.31% 10.78% 11.17% 9.13% 2.23% 1.61% 1.77% 2.99% 1.62% 0.8%
2026/05/07 24.09% 13.66% 10.52% 8.75% 2.17% 1.84% 1.61% 2.44% 1.4% 1.01%
2026/05/08 25.84% 13.11% 5.87% 10.64% 2.12% 2.17% 3.11% 2.2% 0.99% 1.26%
2026/05/09 23.79% 12.04% 7.13% 10.5% 3.38% 1.9% 3.26% 2.27% 1.34% 0.7%
2026/05/10 24.01% 11.71% 10.41% 10.07% 3.43% 1.73% 1.12% 2.72% 1.49% 1.03%
2026/05/11 22.49% 10.81% 12.23% 8.78% 3.39% 1.76% 1.19% 2.39% 1.43% 1.23%
2026/05/12 20.88% 11.61% 11.21% 8.45% 3.58% 1.77% 1.33% 2.41% 1.65% 0.82%
2026/05/13 24.16% 11.81% 11.86% 8.5% 3.53% 1.95% 1.25% 2.13% 1.29% 0.94%
2026/05/14 22.13% 12.29% 11.79% 8.4% 3.07% 1.72% 1.07% 2.51% 1.41% 1.26%
2026/05/15 25.72% 13.05% 5.84% 10.6% 2.11% 2.16% 3.1% 2.19% 0.98% 1.26%
2026/05/16 21.97% 12.33% 13.87% 9.53% 3.19% 1.84% 2.09% 2.53% 1.32% 1.63%
2026/05/17 21.1% 10.43% 14.01% 8.77% 3.5% 1.5% 1.98% 2.99% 1.64% 2.21%
2026/05/18 21.84% 11.69% 13.11% 8.4% 3.82% 1.66% 2.22% 2.21% 1.61% 2%
2026/05/19 21.98% 12.03% 14.13% 10.17% 3.12% 1.26% 1.67% 2.47% 1.19% 1.95%
2026/05/20 22.49% 12.72% 12.03% 8.79% 2.74% 1.84% 1.7% 2.33% 1.32% 1.9%
2026/05/21 21.82% 12.32% 11.66% 8.65% 2.98% 1.65% 2.25% 2.87% 1.24% 1.64%
2026/05/22 20.19% 14.9% 12.47% 8.42% 2.72% 1.89% 2.32% 2.47% 1.16% 1.6%
2026/05/23 21.83% 12.13% 12.32% 8.22% 3.21% 2.14% 1.74% 2.34% 1.53% 1.31%
2026/05/24 21.49% 10.98% 10.6% 7.82% 3.44% 1.93% 1.52% 1.75% 1.58% 2%
2026/05/25 21.87% 11.67% 13.08% 8.04% 2.8% 2.43% 1.26% 2.14% 1.44% 1.23%
2026/05/26 20.96% 12.99% 11.71% 7.47% 3.42% 2.24% 1.49% 2.23% 1.48% 1.45%
2026/05/27 21.44% 12.62% 12.49% 9.19% 2.84% 2.39% 1.99% 1.71% 1.04% 1.73%
2026/05/28 22.5% 13.39% 11.17% 8.6% 3.29% 1.98% 1.66% 1.35% 1.13% 1.35%
2026/05/29 22.63% 12.61% 11.43% 9.26% 3.28% 2.19% 1.47% 1.34% 1.12% 1.14%
2026/05/30 21.27% 13.56% 11.51% 8.2% 3.35% 2.33% 1.79% 1.79% 1.2% 0.96%
2026/05/31 21.05% 12.58% 11.49% 8.38% 3.74% 1.72% 1.72% 1.68% 1.41% 0.96%
  • viator.com
  • tripadvisor.com
  • getyourguide.com
  • groupon.com
  • royalcaribbean.com
  • booking.com
  • cooldestinations.com
  • klook.com
  • rockefellercenter.com
  • cruises.com

Copyright © Adthena. All rights reserved.

Viator.com led May with fluctuating spend, peaking early at 26.17%. TripAdvisor saw a mid-month surge, while GetYourGuide’s spend spiked mid-month. Groupon’s spend dipped, and RoyalCaribbean.com ended with a steady rise.

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
2026/05/01 2039
2026/05/02 2015
2026/05/03 1992
2026/05/04 1974
2026/05/05 2019
2026/05/06 2053
2026/05/07 2068
2026/05/08 2109
2026/05/09 1970
2026/05/10 1921
2026/05/11 1990
2026/05/12 1991
2026/05/13 1973
2026/05/14 1974
2026/05/15 2109
2026/05/16 1984
2026/05/17 1965
2026/05/18 1895
2026/05/19 1817
2026/05/20 1885
2026/05/21 1964
2026/05/22 1940
2026/05/23 1950
2026/05/24 1916
2026/05/25 2116
2026/05/26 2132
2026/05/27 2125
2026/05/28 2041
2026/05/29 2090
2026/05/30 2137
2026/05/31 2076

Copyright © Adthena. All rights reserved.

May began with 2,039 advertisers, dipping mid-month to 1,817. A resurgence followed, peaking at 2,137 by month’s end.

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
getyourguide.com 3.1%
royalcaribbean.com 0.59%
destinationlesstravel.com 0.34%
cruises.com 0.25%
tripadvisor.com 0.24%
scavengerhunt.com -0.49%
citypass.com -0.57%
klook.com -0.6%
viator.com -1.72%
groupon.com -1.78%

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GetYourGuide.com surged with a 3.10% click share increase, while Groupon.com dropped by 1.78%.

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 getyourguide.com tripadvisor.com groupon.com scavengerhunt.com cooldestinations.com klook.com royalcaribbean.com booking.com letsroam.com
2026/05/01 26.47% 5.13% 14.98% 15.15% 2.08% 3.53% 2.51% 0.59% 2.6% 1.61%
2026/05/02 22.44% 5.51% 12.58% 15.27% 2.15% 3.95% 2.59% 0.76% 2.25% 1.83%
2026/05/03 23.18% 11.6% 12.24% 14.01% 1.6% 1.18% 3.34% 0.88% 2.07% 0.27%
2026/05/04 23.01% 9.83% 13.82% 14.14% 2.04% 0.73% 3.25% 0.88% 2.48% 1.71%
2026/05/05 22.62% 10.9% 13.38% 13.54% 2.7% 0.8% 3.49% 1.2% 1.4% 1.28%
2026/05/06 24.37% 11.77% 11.19% 13.71% 1.52% 1.62% 3.57% 1.01% 1.51% 0.92%
2026/05/07 23.94% 10.38% 15.16% 12.65% 1.99% 1.29% 2.39% 0.99% 1.76% 1.35%
2026/05/08 26.09% 5.05% 14.65% 15.67% 1.97% 3.34% 2.39% 0.92% 2.36% 1.53%
2026/05/09 23.07% 5.91% 12.22% 15.3% 1.92% 3.58% 2.42% 1.41% 1.94% 1.83%
2026/05/10 24.17% 11.38% 12.38% 14.66% 1.52% 1.12% 3.11% 1.52% 1.87% 0.26%
2026/05/11 22.79% 15.07% 10.49% 13.04% 0.96% 0.73% 2.73% 1.54% 1.66% 1.2%
2026/05/12 19.69% 13.3% 11.89% 11.79% 2.19% 0.85% 2.77% 1.81% 1.91% 2.15%
2026/05/13 23.45% 13.6% 11.32% 12.6% 5.54% 0.79% 2.03% 1.54% 1.82% 2.57%
2026/05/14 20.56% 13.33% 12.03% 12.44% 6.93% 0.62% 2.45% 1.41% 1.78% 4.02%
2026/05/15 26.09% 5.05% 14.65% 15.67% 1.97% 3.34% 2.39% 0.92% 2.36% 1.53%
2026/05/16 21.59% 16.63% 13.11% 13.46% 2.54% 2.08% 2.54% 1.48% 1.49% 1.15%
2026/05/17 21.01% 16.31% 10.47% 12.87% 2.81% 2.21% 3.22% 1.64% 1.4% 2.75%
2026/05/18 22.04% 14.93% 11.61% 11.24% 3.45% 2.59% 2.06% 1.87% 1.61% 3.94%
2026/05/19 21.66% 15.35% 12.23% 14.14% 2.59% 1.71% 2.27% 1.48% 1.03% 2.82%
2026/05/20 21.97% 14.27% 12.37% 13% 2.48% 1.5% 2.37% 1.3% 1.48% 2.72%
2026/05/21 21.54% 13.51% 13.56% 11.35% 1.62% 2.52% 3.19% 1.49% 1.53% 1.69%
2026/05/22 19.55% 14.35% 15.5% 11.62% 2.48% 2.83% 2.51% 1.18% 2.05% 1.45%
2026/05/23 21.35% 14.63% 12.68% 11.9% 1.36% 1.73% 2.37% 1.63% 2.21% 0.95%
2026/05/24 21.76% 12.98% 10.91% 10.93% 0.83% 1.54% 1.98% 1.83% 1.91% 0.62%
2026/05/25 21.44% 15.52% 12.35% 12.01% 1.23% 1.11% 2.31% 1.36% 2.23% 2.36%
2026/05/26 20.58% 13.57% 13.7% 10.38% 1.29% 1.37% 2.52% 1.66% 2.53% 0.96%
2026/05/27 20.44% 14.37% 13.18% 12.58% 2.29% 1.82% 1.67% 1.41% 2.28% 2.27%
2026/05/28 22.22% 12.8% 13.74% 12.04% 2% 1.57% 1.21% 1.62% 1.75% 1.67%
2026/05/29 22.59% 14.19% 13.39% 12.7% 0.64% 1.59% 1.41% 1.67% 2.11% 0.43%
2026/05/30 19.66% 13.68% 14.85% 11.24% 2.4% 2.65% 1.83% 1.4% 2.79% 1.89%
2026/05/31 21.05% 14.43% 12.61% 11.13% 2.35% 2% 1.88% 1.77% 1.55% 0.59%
  • viator.com
  • getyourguide.com
  • tripadvisor.com
  • groupon.com
  • scavengerhunt.com
  • cooldestinations.com
  • klook.com
  • royalcaribbean.com
  • booking.com
  • letsroam.com

Copyright © Adthena. All rights reserved.

In May 2026, Viator led with fluctuating impressions, peaking early and mid-month. GetYourGuide surged mid-month, while Tripadvisor and Groupon showed steady presence. ScavengerHunt and CoolDestinations had sporadic spikes. The month ended with Viator maintaining dominance.

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
    2026 Royal Caribbean 75% Off - 2026 Cruises on Sale Now https://deals.cruiselines.com

    Save up to 75% on 2026 Royal Caribbean cruises. Best price & service guarantee! No Booking Fees.

  2. 2
    Royal Caribbean Cruise Deals - #1 Site for Cruise Deals https://www.cruises.com › royalcaribbean

    Stack Our Exclusive Deals with Royal Caribbean's Offers for the Most Cruise Savings!

  3. 3
    Is it worth it? Using a - Royal Caribbean Travel Agent https://www.rookiemoms.com › royalcaribbean › travelagent

    We take a look at if it's worth it to use a travel agent for a Royal Caribbean Cruise. We booked a Royal Caribbean Cruise on our own and with a travel agent Here's what we found. Learn More.

  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. Choose From Over 300 Destinations For Your Next Cruise. Come Seek The Royal Caribbean®.

  5. 5
    Royal Caribbean® Incentives | Find Your Perfect Venue https://www.royalcaribbeanincentives.com

    Find Your Perfect Event Venue Onboard A Royal Caribbean Cruise Ship. Start Planning Today! Customize Your Experience & Create an Event as...

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In the competitive world of cruise travel, Royal Caribbean dominates Google’s PPC landscape. From enticing 75% discounts on 2026 cruises to exclusive deals, their ads promise unmatched savings and experiences. Whether booking directly or through agents, the allure of over 300 destinations and customizable events captivates travelers.

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