Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Travel Services category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.
See how often AIOs appear and how search intent is distributed across buying signals.
How often a Google AI overview appears on search terms relevant to this category.
| Frequency | Percentage |
|---|---|
| Frequency | 19.4733220997 |
| 80.5266779003 |
A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.
| Frequency | Percentage |
|---|---|
| Frequency | 31 |
| 69 |
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Here are the Top 10 competitors in the industry by Share of Clicks for the last month.
| Domain | Share of clicks |
|---|---|
| expedia.com | 18.69 |
| priceline.com | 9.45 |
| royalcaribbean.com | 7.47 |
| cheapoair.com | 6.25 |
| booking.com | 5.37 |
| kayak.com | 4.75 |
| go.com | 3.87 |
| tripadvisor.com | 3.55 |
| cheapflights.com | 3.36 |
| travelocity.com | 2.71 |
| others | 34.53 |
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Expedia leads with 18.69% click share, followed by Priceline at 9.45%. Others dominate with 34.53%, highlighting diverse competition.
Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.
| Date | expedia.com | cheapoair.com | priceline.com | cheapflights.com | kayak.com | onetravel.com | royalcaribbean.com | booking.com | tripadvisor.com | cruises.com |
|---|---|---|---|---|---|---|---|---|---|---|
| 2025/11/01 | 15.48% | 11.46% | 14.73% | 3.8% | 3.19% | 1.71% | 3.68% | 2.5% | 2.51% | 1.4% |
| 2025/11/02 | 13.06% | 9.56% | 13.35% | 4.51% | 4.61% | 2.65% | 4.49% | 3.31% | 3.03% | 2.06% |
| 2025/11/03 | 15.33% | 10.33% | 13.66% | 6.05% | 4.57% | 2.35% | 3.43% | 2.81% | 2.67% | 1.68% |
| 2025/11/04 | 15.1% | 10.49% | 11.91% | 7.8% | 4.85% | 3% | 3.82% | 3.42% | 2.6% | 1.68% |
| 2025/11/05 | 18.06% | 10.03% | 13.2% | 3.02% | 3.78% | 1.82% | 4.38% | 4.1% | 2.59% | 2.17% |
| 2025/11/06 | 15.48% | 9.57% | 12.2% | 5.39% | 5.86% | 1.2% | 3.77% | 3.11% | 2.85% | 1.29% |
| 2025/11/07 | 15.02% | 10.01% | 12.89% | 3.54% | 5.04% | 2.74% | 4.41% | 2.67% | 2.74% | 1.91% |
| 2025/11/08 | 14.43% | 7.53% | 11.73% | 8.14% | 4.23% | 1.83% | 3.83% | 3.25% | 2.93% | 1.7% |
| 2025/11/09 | 13.77% | 11.41% | 14.91% | 4% | 5.94% | 1.7% | 4.55% | 2.71% | 2.18% | 1.6% |
| 2025/11/10 | 15.02% | 9.95% | 10.7% | 7.85% | 4.3% | 2.38% | 3.89% | 2.5% | 2.92% | 1.85% |
| 2025/11/11 | 13.73% | 6.12% | 10.62% | 3.32% | 4.95% | 1.83% | 4.92% | 3.17% | 3.67% | 2.46% |
| 2025/11/12 | 13.25% | 8.4% | 9.88% | 5.31% | 7.66% | 1.34% | 5.63% | 2.54% | 2.37% | 2% |
| 2025/11/13 | 12.59% | 8.58% | 10.85% | 6.3% | 5.52% | 1.65% | 5.12% | 2.94% | 2.41% | 1.69% |
| 2025/11/14 | 15.62% | 10.87% | 11.87% | 2.78% | 4.29% | 2.76% | 6.1% | 2.57% | 3.05% | 1.3% |
| 2025/11/15 | 11.51% | 8.6% | 13.87% | 5.17% | 4.15% | 3.22% | 6.53% | 3.37% | 2.62% | 1.7% |
| 2025/11/16 | 14.13% | 8.21% | 13.01% | 5.15% | 4.38% | 1.2% | 6.46% | 2.88% | 3.11% | 2.69% |
| 2025/11/17 | 13.07% | 8.5% | 11.54% | 4.68% | 5.63% | 3.67% | 5.46% | 2.79% | 2.95% | 2.09% |
| 2025/11/18 | 14.43% | 8.88% | 14.81% | 5.14% | 4.01% | 1.99% | 5.32% | 3.65% | 2.75% | 2.86% |
| 2025/11/19 | 15.84% | 9.18% | 12.4% | 2.85% | 4.25% | 2.5% | 4.61% | 3.7% | 3.27% | 2.57% |
| 2025/11/20 | 13.61% | 8.39% | 10.06% | 5.35% | 4.62% | 2.29% | 5.3% | 3.35% | 2.78% | 1.88% |
| 2025/11/21 | 14.74% | 9.19% | 11.11% | 3.83% | 6.4% | 3.04% | 4.78% | 2.58% | 2.39% | 1.76% |
| 2025/11/22 | 16.19% | 10.92% | 9.63% | 2.23% | 6.33% | 2.6% | 4.02% | 2.67% | 2.68% | 2.13% |
| 2025/11/23 | 13.9% | 7.39% | 11.18% | 1.98% | 5.93% | 4.78% | 5.24% | 2.85% | 2.25% | 3.29% |
| 2025/11/24 | 16.17% | 10.36% | 12.03% | 1.77% | 6.93% | 2.53% | 3.77% | 3.01% | 2.7% | 2.83% |
| 2025/11/25 | 14.13% | 8.69% | 11.83% | 5.43% | 4.24% | 2.72% | 3.25% | 2.68% | 2.34% | 1.84% |
| 2025/11/26 | 15.5% | 7.33% | 11.79% | 4.05% | 5.06% | 1.76% | 3.98% | 2.78% | 2.57% | 1.94% |
| 2025/11/27 | 14.09% | 9.98% | 12.17% | 6.03% | 4.58% | 4.79% | 3.82% | 2.91% | 2.49% | 1.04% |
| 2025/11/28 | 14.79% | 9.46% | 11.61% | 6.25% | 4.05% | 4.52% | 4.05% | 2.83% | 1.92% | 3.31% |
| 2025/11/29 | 15.82% | 8.22% | 10.66% | 3.37% | 3.5% | 3.93% | 4.61% | 2.63% | 2.67% | 2.45% |
| 2025/11/30 | 17.15% | 10.67% | 9.52% | 5.34% | 4.87% | 4.38% | 3.08% | 2.94% | 2.53% | 1.91% |
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Expedia led November with fluctuating spend, peaking at 18.06% on the 5th. Cheapoair and Priceline followed, showing varied trends. By month’s end, Expedia maintained dominance, closing at 17.15%.
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.
| Date | Competitor Count |
|---|---|
| 2025/11/01 | 789 |
| 2025/11/02 | 777 |
| 2025/11/03 | 771 |
| 2025/11/04 | 763 |
| 2025/11/05 | 775 |
| 2025/11/06 | 779 |
| 2025/11/07 | 788 |
| 2025/11/08 | 780 |
| 2025/11/09 | 742 |
| 2025/11/10 | 764 |
| 2025/11/11 | 722 |
| 2025/11/12 | 760 |
| 2025/11/13 | 737 |
| 2025/11/14 | 736 |
| 2025/11/15 | 707 |
| 2025/11/16 | 718 |
| 2025/11/17 | 712 |
| 2025/11/18 | 702 |
| 2025/11/19 | 704 |
| 2025/11/20 | 673 |
| 2025/11/21 | 680 |
| 2025/11/22 | 697 |
| 2025/11/23 | 673 |
| 2025/11/24 | 672 |
| 2025/11/25 | 686 |
| 2025/11/26 | 689 |
| 2025/11/27 | 701 |
| 2025/11/28 | 713 |
| 2025/11/29 | 699 |
| 2025/11/30 | 696 |
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November began with 789 advertisers, fluctuating throughout the month, and concluded at 696. The decline suggests a dynamic advertising landscape, with notable drops mid-month.
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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Priceline and Cheapflights saw significant declines, each dropping by 0.82. Meanwhile, Onetravel surged ahead with a 0.64 increase, leading the positive movers.
Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.
| Date | expedia.com | cheapoair.com | priceline.com | onetravel.com | cheapflights.com | booking.com | kayak.com | cruises.com | royalcaribbean.com | cruiselines.com |
|---|---|---|---|---|---|---|---|---|---|---|
| 2025/11/01 | 14.5% | 14.55% | 13.73% | 2.79% | 2.72% | 2.68% | 2.17% | 2.17% | 3.25% | 2.36% |
| 2025/11/02 | 12.14% | 12.92% | 13.41% | 3.43% | 2.98% | 3.57% | 2.92% | 2.99% | 3.84% | 3.01% |
| 2025/11/03 | 13.7% | 12.59% | 13.79% | 2.73% | 4.1% | 3.58% | 3.13% | 2.32% | 3.2% | 2.33% |
| 2025/11/04 | 13.56% | 13.08% | 12% | 3.51% | 4.89% | 4.33% | 3.09% | 2.71% | 3.33% | 2.71% |
| 2025/11/05 | 15.53% | 13.11% | 12.55% | 2.58% | 1.89% | 5% | 2.43% | 3.39% | 3.9% | 3.22% |
| 2025/11/06 | 14.06% | 11.97% | 12.58% | 1.32% | 3.56% | 4.06% | 3.43% | 1.8% | 3.41% | 3.57% |
| 2025/11/07 | 13.57% | 13.12% | 12.29% | 3.33% | 2.63% | 3.18% | 3.26% | 2.56% | 3.83% | 3.08% |
| 2025/11/08 | 13.33% | 11.01% | 12.27% | 1.98% | 5.14% | 3.7% | 2.73% | 2.54% | 3.23% | 2.86% |
| 2025/11/09 | 13.65% | 14.47% | 13.93% | 2.03% | 2.92% | 3.17% | 3.62% | 2.32% | 3.57% | 2.83% |
| 2025/11/10 | 14.3% | 13.16% | 10.83% | 2.79% | 4.95% | 2.88% | 2.99% | 2.91% | 3.33% | 2.3% |
| 2025/11/11 | 13.7% | 9.68% | 10.61% | 2.88% | 2.22% | 3.14% | 3.18% | 3.56% | 3.97% | 2.38% |
| 2025/11/12 | 12.63% | 11.44% | 11.35% | 2.1% | 3.43% | 2.8% | 4.71% | 3.36% | 4.65% | 2.42% |
| 2025/11/13 | 11.91% | 12.68% | 11.45% | 2.19% | 3.8% | 3.32% | 3.48% | 2.55% | 4.35% | 2.3% |
| 2025/11/14 | 13.52% | 13.77% | 10.57% | 4.22% | 1.87% | 2.72% | 2.83% | 2.16% | 4.96% | 2.83% |
| 2025/11/15 | 10.96% | 11.74% | 13.69% | 4.83% | 3.41% | 3.85% | 2.61% | 2.75% | 4.79% | 2.11% |
| 2025/11/16 | 13% | 10.75% | 12.39% | 2.31% | 3.43% | 3.24% | 2.89% | 4.14% | 5.02% | 3.03% |
| 2025/11/17 | 11.53% | 11.39% | 11.92% | 5.04% | 3% | 3.31% | 3.69% | 3.22% | 4.36% | 2.3% |
| 2025/11/18 | 12.86% | 11.7% | 13.83% | 3.23% | 3.75% | 3.95% | 2.64% | 4.05% | 4.41% | 2.12% |
| 2025/11/19 | 14.83% | 13.57% | 11.35% | 3.53% | 1.88% | 4.19% | 2.64% | 3.32% | 3.7% | 2.52% |
| 2025/11/20 | 12.21% | 10.94% | 10.36% | 3.18% | 3.29% | 4.01% | 3.01% | 2.73% | 4.45% | 2.87% |
| 2025/11/21 | 13.26% | 11.83% | 11.28% | 4.34% | 2.65% | 2.98% | 4.09% | 2.88% | 3.88% | 1.93% |
| 2025/11/22 | 14.02% | 13.29% | 10.5% | 3.19% | 1.48% | 2.9% | 3.91% | 3.35% | 2.97% | 2.16% |
| 2025/11/23 | 12.83% | 9.33% | 9.38% | 5.82% | 1.26% | 3.1% | 3.82% | 4.86% | 4.39% | 2.26% |
| 2025/11/24 | 13.76% | 13.24% | 12.19% | 3.44% | 0.97% | 3.65% | 4.04% | 3.97% | 3.13% | 2.15% |
| 2025/11/25 | 12.66% | 11.66% | 12.03% | 3.79% | 3.28% | 3.21% | 2.76% | 2.84% | 2.79% | 2.62% |
| 2025/11/26 | 13.2% | 10.53% | 11.46% | 2.62% | 2.66% | 3.31% | 3.32% | 2.54% | 3.3% | 2.98% |
| 2025/11/27 | 12.52% | 12.02% | 10.02% | 6.6% | 3.69% | 3.33% | 3.08% | 1.42% | 3.37% | 2.67% |
| 2025/11/28 | 14.09% | 11.88% | 8.28% | 4.89% | 4.03% | 3.22% | 2.65% | 4.72% | 3.41% | 2.02% |
| 2025/11/29 | 13.51% | 11.46% | 12.17% | 4.67% | 2.06% | 3.14% | 2.11% | 3.35% | 3.67% | 2.23% |
| 2025/11/30 | 15.8% | 14.08% | 9.21% | 5.51% | 3.43% | 3.38% | 3.02% | 2.9% | 2.51% | 1.42% |
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In November 2025, Expedia’s impression share fluctuated, peaking at 15.8% on the 30th. Cheapoair and Priceline showed varied trends, while Onetravel and Cheapflights experienced notable spikes. Royal Caribbean maintained steady visibility, ending at 2.51%.
Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.
Book our best flight deals — The flight you want, the price you need. We search, you save. Trusted by 1m+ travelers. Cheap...
Save up to 75% on 2026 Royal Caribbean Cruises. Complete selection & huge discounts. Extra savings for Royal Caribbean past passengers!
You Can Save Time and Money — Great Deals for Flights, Hotels & More. View Verified Customer Reviews on Expedia.com. Get the...
Flights, hotels, car rentals — Want to see the world without breaking the bank? Search our travel deals & pack your bags. From...
More Choices, Low Prices — Get Great Deals on Hotels, Flights, Packages & More. Search & Book with Travelocity today!
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In the competitive world of travel PPC, Cheapflights.com entices with affordability, while Cruiselines.com offers massive discounts on future cruises. Expedia and Travelocity emphasize convenience and variety, and Kayak.com promises budget-friendly adventures. Each ad uniquely appeals to the traveler’s desire for savings and exploration.
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 Travel Services November 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.
Data within the US Travel Travel Services November 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
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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.
The US Travel Travel Services November 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.
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Yes. The US Travel Travel Services November 2025 Report aggregates data from across both device types and Google Shopping.
The US Travel Travel Services November 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.
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