US Travel Holiday Type - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Holiday Type 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 Holiday Type 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
expedia.com	17.66
msccruisesusa.com	6.69
virginvoyages.com	5.81
vikingcruises.com	3.65
go.com	3.3
carnival.com	3.02
cruises.com	2.93
royalcaribbean.com	2.77
priceline.com	2.7
booking.com	2.65
others	48.82

Expedia leads with 17.66% click share, while others dominate at 48.82%. Virgin Voyages and MSC Cruises USA follow, highlighting diverse advertiser presence.

Market Exposure

Share of Spend for the top 10 US Travel Holiday Type 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	expedia.com	virginvoyages.com	vikingcruises.com	cruises.com	msccruisesusa.com	go.com	ncl.com	vacationstogo.com	booking.com	priceline.com
2025/05/01	15.63%	5.49%	5.45%	2.51%	5.99%	1.36%	2.39%	1.9%	2.12%	2.11%
2025/05/02	15.05%	5.6%	5.24%	4.09%	4.57%	1.55%	2.53%	3.13%	1.98%	2.15%
2025/05/03	14.97%	5.1%	5.02%	4.56%	4.86%	2.99%	1.58%	1.92%	2.05%	1.41%
2025/05/04	16.12%	4.47%	5.41%	4.01%	4.11%	2.37%	1.76%	3.05%	1.78%	2.46%
2025/05/05	16.25%	5.11%	5.43%	4.82%	4.3%	1.85%	1.41%	2.43%	2.38%	2.67%
2025/05/06	18.01%	5.56%	5.16%	3.62%	3.98%	2.02%	2.09%	1.93%	2.21%	2.76%
2025/05/07	17.68%	5.03%	4.93%	3.37%	3.73%	1.55%	1.61%	2.35%	2.75%	2.83%
2025/05/08	15.25%	6.21%	5.73%	3.44%	3.94%	2.05%	1.44%	2.43%	2.77%	2.01%
2025/05/09	15.63%	5.82%	5.47%	4.44%	4.06%	3.34%	1.65%	3.03%	1.9%	1.93%
2025/05/10	17.16%	6.69%	4.76%	3.65%	4.16%	3.76%	3.08%	2.27%	1.39%	2.15%
2025/05/11	15.67%	5.32%	5.6%	3.2%	3.64%	2.65%	2.75%	2.36%	2.67%	2.14%
2025/05/12	16.12%	5.45%	5.9%	4.33%	3.9%	1.58%	3.91%	3.16%	3.04%	2.5%
2025/05/13	15.09%	5.15%	5.86%	4.21%	3.55%	1.16%	3.45%	3.19%	1.95%	2.35%
2025/05/14	16.87%	5.35%	4.92%	3.39%	3.19%	2.32%	2.47%	2.89%	2.74%	2.7%
2025/05/15	16.03%	5.82%	4.98%	4.27%	3.9%	4.08%	1.37%	2.29%	3.06%	2.28%
2025/05/16	15.65%	5.2%	5.16%	3.6%	4.07%	3.66%	1.94%	2.61%	2.37%	2.44%
2025/05/17	16.53%	5.82%	5.52%	3.52%	4.12%	3.82%	1.64%	2.38%	2.72%	2.13%
2025/05/18	15.37%	5.11%	5.69%	2.77%	3.97%	3.43%	1.9%	3.59%	3.28%	2.43%
2025/05/19	15.88%	5.11%	5.95%	4.22%	4.08%	3.61%	1.09%	2.99%	2.81%	1.93%
2025/05/20	16.04%	4.61%	5.55%	4.2%	4.19%	4.13%	1.4%	2.45%	3.24%	2.3%
2025/05/21	16.63%	4.87%	5.53%	4.8%	4.06%	3.65%	1.54%	2.86%	2.68%	2.21%
2025/05/22	15.42%	5.4%	5.49%	4.52%	3.78%	3.26%	1.96%	2.87%	2.73%	2.22%
2025/05/23	14.21%	6.1%	5.53%	5.03%	4.64%	3.09%	1.73%	2.9%	2.84%	2.35%
2025/05/24	15.49%	5.88%	5.69%	4.98%	4.8%	3.23%	3.56%	2.09%	1.61%	1.67%
2025/05/25	15.21%	6.6%	5.47%	5.9%	4.85%	2.68%	2.13%	2.21%	2.07%	1.59%
2025/05/26	15.26%	5.31%	5.5%	5.73%	4.71%	2.2%	1.67%	3.55%	3.02%	1.81%
2025/05/27	16.21%	5.44%	5.59%	4.5%	4.16%	2.93%	2.49%	2.86%	2.13%	2.67%
2025/05/28	15.8%	6.34%	4.78%	4.31%	4.16%	3.04%	2.04%	3.25%	2.44%	1.74%
2025/05/29	16.01%	6.96%	5.19%	3.01%	4.33%	2.46%	2.34%	2.26%	2.93%	1.74%
2025/05/30	13.86%	8.49%	6.52%	3.63%	5.08%	2.68%	2.33%	2.22%	2.08%	1.3%
2025/05/31	13.24%	8.39%	6.24%	4.67%	4.56%	3.86%	2.98%	2.81%	1.81%	1.68%

In May 2025, Expedia’s PPC spend share fluctuated, peaking at 18.01% on May 6, then declining to 13.24% by month’s end. Virgin Voyages saw a steady rise, ending at 8.39%. Viking Cruises remained stable, while Cruises.com and MSC Cruises USA experienced minor fluctuations. Go.com and NCL showed varied trends, with Go.com peaking at 4.13% on May 20. VacationsToGo and Booking.com had moderate changes, while Priceline’s share decreased, closing at 1.68%.

Market Exposure

Competitor Count for US Travel Holiday Type

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
2025/05/01	538
2025/05/02	569
2025/05/03	555
2025/05/04	584
2025/05/05	568
2025/05/06	575
2025/05/07	611
2025/05/08	602
2025/05/09	578
2025/05/10	579
2025/05/11	608
2025/05/12	609
2025/05/13	626
2025/05/14	654
2025/05/15	626
2025/05/16	624
2025/05/17	616
2025/05/18	624
2025/05/19	600
2025/05/20	612
2025/05/21	609
2025/05/22	598
2025/05/23	589
2025/05/24	582
2025/05/25	578
2025/05/26	563
2025/05/27	571
2025/05/28	598
2025/05/29	563
2025/05/30	552
2025/05/31	548

In May 2025, distinct advertisers peaked mid-month at 654, then gradually declined, ending at 548.

Campaign Efficiency

Market Loss & Market Gains for US Travel Holiday Type

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
go.com	1.07%
hollandamerica.com	0.79%
msccruisesusa.com	0.7%
virginvoyages.com	0.6%
princess.com	0.56%
tripadvisor.com	-0.54%
priceline.com	-0.59%
sandals.com	-0.64%
cheapcaribbean.com	-0.81%
expedia.com	-1.06%

Expedia.com saw a -1.06% click share drop, while go.com gained 1.07%. Virginvoyages.com and msccruisesusa.com also experienced positive shifts.

Campaign Efficiency

US Travel Holiday Type 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	expedia.com	virginvoyages.com	vikingcruises.com	cruises.com	go.com	vacationstogo.com	booking.com	msccruisesusa.com	priceline.com	tripadvisor.com
2025/05/01	16.65%	5.18%	5.03%	2.74%	1.51%	2.47%	3.11%	3.35%	3.34%	2.94%
2025/05/02	16.06%	4.63%	4.93%	4.19%	1.7%	3.6%	2.97%	2.87%	3.73%	3.59%
2025/05/03	16.19%	4.33%	4.81%	4.92%	3.18%	2.42%	3%	2.81%	2.2%	3.13%
2025/05/04	17.13%	3.62%	5.35%	4.16%	2.54%	3.38%	2.7%	2.31%	4.22%	3.87%
2025/05/05	15.88%	4.04%	5.17%	5%	1.91%	3.12%	3.3%	2.42%	4.23%	3.38%
2025/05/06	17.43%	4.75%	4.91%	3.75%	2.1%	2.69%	3.41%	2.31%	4.26%	1.62%
2025/05/07	17.42%	4.1%	4.3%	3.44%	1.52%	2.92%	3.81%	2.06%	4.22%	2.1%
2025/05/08	15.36%	5.35%	5.19%	3.81%	2.18%	2.79%	4.05%	2.33%	3.14%	2.39%
2025/05/09	16.02%	4.96%	5.09%	4.82%	3.61%	3.51%	2.74%	2.26%	2.78%	1.79%
2025/05/10	17.05%	5.78%	4.43%	3.97%	3.69%	2.95%	1.95%	2.33%	3.7%	1.49%
2025/05/11	15.85%	4.4%	5.08%	3.46%	2.61%	2.71%	3.74%	2.04%	3.14%	2.62%
2025/05/12	15.97%	4.25%	5.74%	4.65%	1.72%	3.79%	4.48%	2.15%	4.03%	2.63%
2025/05/13	15.37%	4.12%	5.55%	4.54%	1.36%	3.77%	2.61%	2%	3.77%	2.78%
2025/05/14	16.59%	4.24%	4.3%	3.6%	2.32%	3.47%	3.86%	1.84%	3.96%	2.95%
2025/05/15	15.4%	4.81%	4.51%	4.53%	4.18%	3.02%	4.26%	2.22%	3.5%	2.58%
2025/05/16	15.63%	4.11%	4.73%	4%	3.97%	3.16%	3.11%	2.33%	3.93%	1.69%
2025/05/17	15.82%	4.95%	5.19%	3.86%	3.97%	2.87%	4.04%	2.33%	3.39%	2.06%
2025/05/18	15.59%	4.48%	5.12%	3.11%	3.74%	4.36%	4.66%	2.32%	3.65%	1.9%
2025/05/19	16.01%	3.99%	5.43%	4.69%	3.79%	3.41%	4%	2.4%	2.62%	2.74%
2025/05/20	16.31%	3.64%	4.78%	4.43%	4.1%	2.95%	4.5%	2.33%	3.67%	1.72%
2025/05/21	15.75%	3.98%	5.02%	4.86%	4.11%	3.32%	3.97%	2.37%	3.45%	2.28%
2025/05/22	14.91%	4.22%	4.91%	4.75%	3.52%	3.08%	3.67%	2.08%	3.12%	1.52%
2025/05/23	14.32%	4.97%	4.97%	5.31%	3.38%	3.39%	3.76%	2.56%	3.66%	1.83%
2025/05/24	14.92%	4.71%	5.17%	5.55%	3.93%	2.62%	2.53%	2.73%	2.45%	1.03%
2025/05/25	15.09%	5.74%	4.98%	6.11%	2.9%	2.79%	3.07%	2.84%	2.47%	1.64%
2025/05/26	15.38%	4.12%	4.94%	5.99%	2.34%	4.14%	3.82%	2.58%	2.96%	2.53%
2025/05/27	15.98%	4.45%	5.14%	4.48%	3.22%	3.52%	2.96%	2.34%	3.97%	1.63%
2025/05/28	15.38%	5.46%	4.4%	4.45%	3.58%	3.65%	3.45%	2.45%	2.39%	1.63%
2025/05/29	16.3%	5.84%	4.69%	3.02%	2.65%	2.87%	4.14%	2.47%	2.49%	1.67%
2025/05/30	14.53%	7.52%	6.15%	3.75%	3.3%	2.84%	2.94%	2.84%	1.99%	1.52%
2025/05/31	13.12%	7.5%	5.87%	4.88%	4.73%	3.23%	2.58%	2.46%	2.37%	2.33%

In May 2025, Expedia’s impression share fluctuated, peaking early but declining to 13.12% by month’s end. Virgin Voyages rose steadily, ending at 7.5%. Viking Cruises and Cruises.com showed moderate stability. Go.com and VacationsToGo.com had varied trends, while Booking.com and Priceline.com experienced fluctuations. TripAdvisor’s share decreased, closing at 2.33%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Travel Holiday Type

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 Caribbean Cruises 80% Off | 2025 Caribbean Cruises on Sale https://www.caribbeancruisediscounts.com
Save up to 80% on 2025 Caribbean cruises. Best price & service guarantee!
2
Disney Cruise Line® - Family Cruise https://disneycruise.disney.go.com › disney_cruise › families
Bring Families Together to Create Life-long Memories Onboard a Disney Cruise. Where...
3
MSC Cruises® Official Site https://www.msccruisesusa.com › cruise-deals
Book Now — Why Vacation When You Can Holiday? Cruise in European Style & American Comfort. Book Now. Discover Our Fleet of 24 State-of-the-Art Ships & Over 250 Destinations Around the...
4
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.
5
The Only Adults-Only Cruise | An Adult-Only Lifestyle at Sea https://www.virginvoyages.com
We're adding a layer of sophistication to the typical cruise experience, with adults only. No...

In the competitive world of cruise advertising, Caribbean Cruise Discounts and Vacations To Go captivate with massive savings, offering up to 80% and 82% off, respectively. Disney Cruise Line® enchants families with promises of unforgettable memories, while MSC Cruises® blends European style with American comfort. Virgin Voyages stands out, offering a sophisticated adults-only experience.

Frequently Asked Questions

Why is the US Travel Holiday Type May 2025 Report useful and how should I use it?

Why is the US Travel Holiday Type May 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 Holiday Type May 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 Holiday Type May 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 Holiday Type May 2025 Report?

The US Travel Holiday Type May 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.

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Does this include mobile, desktop and Google Shopping data?

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

The US Travel Holiday Type May 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?

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With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

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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

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

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US Travel Holiday Type - PPC Market Share Analysis May 2025

Share of Clicks for top 10 US Travel Holiday Type brands

Share of Spend for the top 10 US Travel Holiday Type brands

Competitor Count for US Travel Holiday Type

Market Loss & Market Gains for US Travel Holiday Type

US Travel Holiday Type Share of Impressions

Google Text Ad Copy Insights & Creative Trends for US Travel Holiday Type

Frequently Asked Questions

Why is the US Travel Holiday Type May 2025 Report useful and how should I use it?

Why is the US Travel Holiday Type May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the US Travel Holiday Type May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this US Travel Holiday Type May 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

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