US Travel Activities - PPC Market Share Analysis April 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.

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
Domain	Share of clicks
viator.com	17.61
tripadvisor.com	13.02
royalcaribbean.com	8.26
getyourguide.com	5.08
go.com	3.76
groupon.com	1.98
vikingrivercruises.com	1.51
americancruiselines.com	1.21
ncl.com	1.13
seaworld.com	1.03
others	45.41

In the PPC landscape, Viator leads with 17.61% click share, followed by Tripadvisor at 13.02%. Royal Caribbean captures 8.26%, while ‘others’ dominate with 45.41%.

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
Date	viator.com	tripadvisor.com	getyourguide.com	royalcaribbean.com	vikingrivercruises.com	go.com	groupon.com	ncl.com	vikingcruises.com	cruises.com
2025/04/01	19.92%	9.99%	6.1%	11.12%	2.04%	1.76%	1.86%	0.87%	0.95%	1.61%
2025/04/02	20.79%	10.71%	5.82%	10.33%	2.05%	2.62%	1.44%	0.38%	0.63%	1.71%
2025/04/03	19.16%	10.94%	6%	9.55%	2.06%	1.98%	1.78%	0.84%	0.87%	1.34%
2025/04/04	18.93%	10.34%	6.84%	6.86%	2.04%	2.05%	1.35%	0.92%	0.89%	2.32%
2025/04/05	19.62%	12.33%	7.25%	6.28%	1.95%	1.14%	1.47%	0.34%	0.83%	1.46%
2025/04/06	19.83%	12.59%	7.35%	6.84%	1.99%	1.3%	1.49%	1.3%	0.93%	0.95%
2025/04/07	19.64%	12.82%	7.24%	9.64%	1.64%	1.63%	1.64%	0.36%	0.74%	0.81%
2025/04/08	20.48%	12.16%	7.3%	6.12%	2.1%	2.47%	1.48%	0.76%	1.03%	1.76%
2025/04/09	20.25%	12.81%	7.71%	5.84%	1.95%	1.01%	1.46%	0.35%	0.92%	0.99%
2025/04/10	20.06%	12.05%	7.47%	5.58%	2.1%	1.25%	1.77%	0.51%	0.87%	1.76%
2025/04/11	18.88%	12.44%	6.77%	8.28%	1.83%	1.15%	1.28%	0.73%	0.64%	1.17%
2025/04/12	19.94%	13.65%	7.91%	5.87%	1.36%	1.79%	1.44%	0.97%	0.88%	1.6%
2025/04/13	22.18%	14.2%	8.2%	5.78%	1.92%	0.93%	1.67%	0.8%	0.86%	1.15%
2025/04/14	22.21%	14.34%	8.15%	5.33%	1.73%	1.46%	1.28%	0.55%	0.71%	1.61%
2025/04/15	22.89%	14.08%	8.35%	5.2%	2.17%	1.37%	1.36%	0.69%	0.91%	1.32%
2025/04/16	22.77%	13.68%	7.55%	4.05%	2.33%	1.74%	1.54%	0.28%	1.01%	2.37%
2025/04/17	17.2%	11.19%	5.13%	7.9%	2.18%	1.21%	1.46%	2.19%	1.17%	2.13%
2025/04/18	21.08%	13.7%	7.19%	1.23%	2.36%	1.46%	2.06%	1.6%	1.01%	1.26%
2025/04/19	22.97%	14.25%	7.67%	2.55%	2.13%	1.7%	2.39%	0.81%	0.91%	1.4%
2025/04/20	23.98%	14.22%	7.54%	4.6%	2.41%	1.46%	1.66%	0.66%	0.7%	1.21%
2025/04/21	23.15%	15.31%	8%	4.56%	2.28%	1.42%	1.73%	1.01%	1.08%	1.43%
2025/04/22	22.6%	14.93%	7.85%	5.11%	2.25%	1.29%	1.71%	1.53%	0.8%	1.42%
2025/04/23	23.5%	15.39%	8.76%	1.33%	2.37%	1.87%	1.4%	0.82%	0.9%	0.78%
2025/04/24	22.89%	15.04%	8.78%	1.53%	2.33%	1.38%	1.18%	0.74%	0.9%	0.96%
2025/04/25	25.59%	14.86%	8.76%	2.55%	2.23%	1.16%	1.47%	0.52%	0.85%	0.83%
2025/04/26	24.16%	15.21%	8.28%	1.68%	2.44%	1.79%	1.51%	1.24%	0.86%	1.43%
2025/04/27	23.82%	15.67%	8.23%	4.24%	1.99%	1.48%	1.82%	1.11%	0.78%	1.35%
2025/04/28	24.05%	15.11%	7.37%	4.33%	2.5%	1.62%	1.79%	0.79%	1.04%	0.88%
2025/04/29	24.39%	14.91%	7.85%	4.31%	2.53%	1.25%	1.6%	1.23%	0.84%	1.06%
2025/04/30	25.48%	15.33%	8.66%	2.45%	2.25%	1.35%	1.29%	0.77%	0.62%	0.2%

Viator.com led April with a steady rise, peaking at 25.59% on the 25th. TripAdvisor.com followed, showing consistent growth, ending at 15.33%. GetYourGuide.com and RoyalCaribbean.com experienced fluctuations, while VikingRiverCruises.com maintained stability.

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
Date	Competitor Count
2025/04/01	2330
2025/04/02	2318
2025/04/03	2472
2025/04/04	2397
2025/04/05	2488
2025/04/06	2499
2025/04/07	2363
2025/04/08	2268
2025/04/09	2280
2025/04/10	2439
2025/04/11	2265
2025/04/12	2347
2025/04/13	2262
2025/04/14	2333
2025/04/15	2245
2025/04/16	2259
2025/04/17	2256
2025/04/18	2419
2025/04/19	2473
2025/04/20	2365
2025/04/21	2338
2025/04/22	2330
2025/04/23	2389
2025/04/24	2362
2025/04/25	2270
2025/04/26	2362
2025/04/27	2362
2025/04/28	2314
2025/04/29	2292
2025/04/30	2267

April saw fluctuating advertiser numbers, peaking at 2,499 on April 6. The month concluded with a slight decline, ending at 2,267.

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
Name	Market Trend
viator.com	2.55%
tripadvisor.com	1.83%
seaworld.com	0.64%
ncl.com	0.54%
getyourguide.com	0.51%
charlottecultureguide.com	-0.14%
cruises.com	-0.24%
cruiselines.com	-0.5%
amazon.com	-0.53%
royalcaribbean.com	-5.27%

Viator.com surged with a 2.55% click share increase, while royalcaribbean.com faced a significant 5.27% decline. Tripadvisor.com also rose by 1.83%, contrasting with amazon.com’s 0.53% drop.

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	royalcaribbean.com	go.com	groupon.com	vikingrivercruises.com	expedia.com	cruises.com	cruiselines.com
2025/04/01	16.65%	9.76%	4.58%	6.89%	2.57%	2.87%	1.01%	0.6%	2.52%	4.39%
2025/04/02	16.61%	10.04%	4.16%	6.36%	4.39%	2.02%	0.97%	0.99%	3.45%	2.36%
2025/04/03	15.93%	11.19%	4.28%	5.36%	3.61%	2.48%	0.88%	0.88%	1.77%	2.29%
2025/04/04	15.33%	9.8%	4.99%	4.53%	2.97%	1.9%	1%	1.03%	3.66%	2.61%
2025/04/05	16.38%	12.55%	5.66%	4.57%	1.67%	1.93%	1%	1.27%	2.15%	1.78%
2025/04/06	16.44%	12.53%	5.72%	4.6%	2.19%	2.07%	1.02%	1.21%	1.45%	1.75%
2025/04/07	16.11%	13.13%	5.61%	6.34%	2.4%	2.5%	0.86%	0.53%	1%	3.89%
2025/04/08	16.43%	11.85%	5.7%	4.66%	3.64%	2.16%	1.08%	1.2%	2.67%	1.63%
2025/04/09	16.55%	12.91%	6.1%	3.83%	1.57%	2.07%	1.01%	0.76%	1.62%	2.16%
2025/04/10	16.37%	11.47%	5.88%	3.89%	1.87%	2.7%	1.05%	1.14%	3.32%	1.95%
2025/04/11	14.94%	12.15%	5.12%	5.15%	1.52%	1.94%	0.95%	0.94%	2.25%	3.67%
2025/04/12	16.24%	13.82%	6.51%	3.69%	2.43%	2.08%	0.68%	1.23%	2.77%	2.31%
2025/04/13	18.52%	13.62%	7.2%	3.89%	1.28%	2.67%	0.96%	0.62%	2.1%	3.54%
2025/04/14	17.95%	13.37%	6.5%	3.7%	2.68%	1.85%	0.85%	0.75%	2.45%	2.82%
2025/04/15	18.29%	13.31%	7.27%	3.49%	1.98%	2.23%	1.08%	1%	2.09%	1.29%
2025/04/16	18.25%	12.84%	5.76%	2.55%	2.79%	3.04%	1.17%	1.1%	2.67%	0.1%
2025/04/17	13.05%	11.19%	4.07%	5.2%	2.28%	1.83%	1.1%	0.39%	3.22%	0.19%
2025/04/18	17.3%	13.21%	5.64%	1.04%	2.22%	3.04%	1.12%	0.93%	1.43%	0.11%
2025/04/19	19.7%	13.6%	6.13%	1.71%	2.26%	4.19%	0.96%	0.98%	1.73%	0.06%
2025/04/20	20.2%	13.44%	6.22%	2.98%	2.66%	2.66%	1.21%	1.23%	1.8%	0.66%
2025/04/21	19.36%	14.7%	6.56%	2.93%	2.1%	3.12%	1.14%	1.07%	2.34%	0.12%
2025/04/22	18.05%	14.18%	6.4%	3.37%	1.84%	3.04%	1.12%	0.98%	2.36%	0.47%
2025/04/23	19.18%	14.51%	7.08%	1.2%	3.21%	2.29%	1.19%	1.15%	1.03%	0.1%
2025/04/24	18.75%	14.58%	7.13%	1.39%	2%	2.03%	1.17%	1.42%	1.18%	0.11%
2025/04/25	21.02%	14.02%	7.13%	2.24%	1.64%	2.53%	1.09%	1.01%	1.02%	0.11%
2025/04/26	20.17%	14.75%	6.98%	1.38%	2.71%	2.5%	1.18%	0.95%	1.63%	0.1%
2025/04/27	20.11%	15.32%	6.58%	2.66%	2.07%	2.96%	1.01%	0.93%	1.97%	0.43%
2025/04/28	19.68%	14.18%	5.82%	2.85%	2.78%	3.05%	1.25%	1.15%	1.46%	0.73%
2025/04/29	20.11%	14.19%	6.26%	2.9%	1.91%	2.75%	1.31%	0.83%	1.48%	0.77%
2025/04/30	20.09%	14.68%	6.85%	2.23%	2.12%	2.07%	1.23%	0.97%	0.28%	0.07%

Viator.com led April with a steady rise, peaking at 21.02% on the 25th. TripAdvisor.com followed, showing consistent growth, ending at 14.68%. GetYourGuide.com and RoyalCaribbean.com fluctuated, while Go.com and Groupon.com maintained moderate shares.

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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1
2025 Royal Caribbean 75% Off - 2025 Cruises on Sale Now https://deals.cruiselines.com
Save up to 75% on 2025 Royal Caribbean Cruises. Complete selection & huge discounts.
2
Royal Caribbean Cruise Deals - 60% Off + Kids Sail Free https://www.cruises.com › royalcaribbean
Stack exclusive deals with 60% off + kids sail free on Royal Caribbean & more savings.
3
Disney Cruise Line® | Where Magic Meets the Sea https://disneycruise.disney.go.com › disney_cruise
Cast Off with Disney Cruise Line on a Magical Family Vacation. Where Imagination Meets Adventure, Where Fun Meets Relaxation ...
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®.
5
2025 Cruises 82% Off | 2025 Cruises on Sale https://www.vacationstogo.com
Save up to 82% on 2025 cruises. Best price & service guarantee! Huge Last-Minute Specials.

In the competitive world of cruise travel, advertisers captivate with enticing offers. Royal Caribbean dominates with discounts up to 75% and exclusive deals like “Kids Sail Free.” Disney Cruise Line enchants with magical family adventures. Meanwhile, Vacations To Go promises up to 82% savings, ensuring unforgettable journeys at unbeatable prices.

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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

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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

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US Travel Activities - PPC Market Share Analysis April 2025

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 are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this 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

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