US Travel Travel Services - PPC Market Share Analysis November 2025

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.

Travel Services – US

Google AI Overview visibility for Travel Travel Services US

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 19.4733220997
80.5266779003
19%

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 31
69
31%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 15%
Transactional 34%
Navigational 2%
Seasonal 2%
Local 1%
Problem Solving 5%

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Market Exposure

Share of Clicks for top 10 US Travel Travel Services brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - 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
  • 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.

Market Exposure

Share of Spend for the top 10 US Travel Travel Services 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. 

Share of Spend - Last Month
Share of Spend - 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%
  • expedia.com
  • cheapoair.com
  • priceline.com
  • cheapflights.com
  • kayak.com
  • onetravel.com
  • royalcaribbean.com
  • booking.com
  • tripadvisor.com
  • cruises.com

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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%.

Market Exposure

Competitor Count for US Travel Travel Services

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. 

Competitor Count - Last month
Competitor Count - 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.

Campaign Efficiency

Market Loss & Market Gains for US Travel Travel Services

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
onetravel.com 0.64%
skyscanner.com 0.58%
state.gov 0.58%
expedia.com 0.31%
hollandamerica.com 0.27%
flight-fare.com -0.3%
cheapcruises.com -0.45%
royalcaribbean.com -0.54%
priceline.com -0.82%
cheapflights.com -0.82%

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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.

Campaign Efficiency

US Travel Travel Services Share of Impressions

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%
  • expedia.com
  • cheapoair.com
  • priceline.com
  • onetravel.com
  • cheapflights.com
  • booking.com
  • kayak.com
  • cruises.com
  • royalcaribbean.com
  • cruiselines.com

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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%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Travel Travel Services

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for US Travel Travel Services - Last month
  1. 1
    Cheap flights https://www.cheapflights.com

    Book our best flight deals — The flight you want, the price you need. We search, you save. Trusted by 1m+ travelers. Cheap...

  2. 2
    2026 Royal Caribbean 75% Off | 2026 Cruises on Sale Now https://deals.cruiselines.com

    Save up to 75% on 2026 Royal Caribbean Cruises. Complete selection & huge discounts. Extra savings for Royal Caribbean past passengers!

  3. 3
    Expedia.com - Official Site https://www.expedia.com/

    You Can Save Time and Money — Great Deals for Flights, Hotels & More. View Verified Customer Reviews on Expedia.com. Get the...

  4. 4
    KAYAK.com https://www.kayak.com

    Flights, hotels, car rentals — Want to see the world without breaking the bank? Search our travel deals & pack your bags. From...

  5. 5
    Travelocity Official Site https://www.travelocity.com

    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.

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