Log in Book a Demo

US Travel Travel Services - PPC Market Share Analysis May 2026

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.

See more data

AIO Frequency

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

Frequency Percentage
Frequency 23.5861302294
76.4138697706
23%

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 14%
Transactional 33%
Navigational 4%
Seasonal 3%
Local 1%
Problem Solving 5%

Copyright © Adthena. All rights reserved.

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.

See more data
Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
expedia.com 22.05
priceline.com 7.94
booking.com 6.53
go.com 6.21
cheapoair.com 6.17
kayak.com 4.57
tripadvisor.com 4.05
royalcaribbean.com 4.01
ncl.com 2.96
travelocity.com 2.68
others 32.83
  • expedia.com - 22.05%
  • priceline.com - 7.94%
  • booking.com - 6.53%
  • go.com - 6.21%
  • cheapoair.com - 6.17%
  • kayak.com - 4.57%
  • tripadvisor.com - 4.05%
  • royalcaribbean.com - 4.01%
  • ncl.com - 2.96%
  • travelocity.com - 2.68%
  • others - 32.83%

Copyright © Adthena. All rights reserved.

Expedia leads with 22.05% click share, followed by Priceline at 7.94%. Others dominate with 32.83%, 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. 

See more data
Share of Spend - Last Month
Share of Spend - Last Month
Date expedia.com priceline.com cheapoair.com kayak.com booking.com tripadvisor.com royalcaribbean.com ncl.com cruises.com cheapflights.com
2026/05/01 16.21% 13.37% 12.83% 7.1% 5.56% 3.41% 1.23% 1.7% 1.98% 4.23%
2026/05/02 16.22% 15.65% 10.23% 5.95% 3.58% 3.26% 1.43% 1.55% 2.37% 3.87%
2026/05/03 17.01% 14.95% 12.12% 7.12% 3.88% 2.68% 1.3% 1.63% 1.86% 4.85%
2026/05/04 16.85% 16.69% 10.73% 6% 3.82% 3.31% 1.77% 1.77% 1.83% 0.5%
2026/05/05 18.19% 13.54% 11.58% 4.53% 3.71% 2.47% 1.24% 1.59% 1.89% 6.65%
2026/05/06 17% 14.72% 12% 4.94% 4.13% 2.91% 1.86% 1.71% 2.21% 5.63%
2026/05/07 15.67% 10.84% 11.36% 6.08% 3.95% 3.4% 2.23% 1.84% 2.12% 2.54%
2026/05/08 14.23% 15.89% 13.76% 5.05% 3.91% 3.4% 2.15% 1.68% 2.4% 2.26%
2026/05/09 15.09% 16.4% 9.65% 4.76% 4.15% 3.38% 2.55% 2.12% 2.35% 0.02%
2026/05/10 14.06% 14.65% 10.88% 5.24% 4.72% 3.13% 2.94% 2.09% 2.1% 0.5%
2026/05/11 15.46% 16.66% 10.25% 4.74% 4.94% 2.97% 2.67% 2.03% 2.51% 0.95%
2026/05/12 16.01% 13.65% 11.1% 4.94% 5.33% 2.67% 2.16% 1.62% 2.11% 5.02%
2026/05/13 17.14% 16.17% 11.96% 5.16% 2.85% 3.24% 2.46% 1.51% 1.86% 1.79%
2026/05/14 18.08% 14.16% 10.92% 4% 4.99% 2.46% 2.49% 1.74% 2.16% 2.36%
2026/05/15 14.81% 15.7% 13.93% 4.99% 3.86% 3.36% 2.13% 1.66% 2.37% 2.23%
2026/05/16 16.76% 15.82% 11.65% 3.74% 3.81% 2.75% 2.95% 1.87% 2.97% 2.3%
2026/05/17 15.67% 14.47% 11.97% 4.79% 4.36% 2.35% 2.79% 1.77% 2.82% 3.4%
2026/05/18 18.3% 18.55% 10.67% 3.37% 2.83% 2.97% 2.7% 1.36% 2.87% 1.42%
2026/05/19 16.87% 15.18% 8.89% 5.31% 5.23% 2.97% 2.93% 1.41% 3.36% 0.61%
2026/05/20 16.89% 15.36% 10.29% 4.27% 2.65% 2.23% 2.14% 1.71% 2.67% 4.75%
2026/05/21 17.57% 13.03% 12.14% 5.15% 3.77% 2.88% 2.24% 2.04% 2.97% 2.1%
2026/05/22 17.1% 15.71% 14.33% 2.22% 2.92% 2.72% 2.3% 1.9% 2.57% 2.61%
2026/05/23 11.5% 15.2% 12.74% 6.29% 3.36% 2.74% 2.99% 1.62% 2.99% 1.47%
2026/05/24 19.2% 14.36% 12.6% 4.94% 3.35% 3% 2.2% 2.11% 2.9% 0.03%
2026/05/25 16.73% 14.49% 12.25% 6.41% 3.66% 2.61% 1.99% 1.94% 1.79% 4.56%
2026/05/26 14.94% 13.55% 13.24% 3.44% 3.99% 2.68% 2.21% 2.08% 2.2% 3.81%
2026/05/27 16.2% 12.64% 12.63% 4.25% 3.04% 2.61% 2.73% 2.13% 2.92% 3.99%
2026/05/28 15.09% 15.61% 13.72% 5.39% 3.44% 2.88% 3.35% 2.19% 2.31% 0.51%
2026/05/29 15.57% 17.19% 12.72% 4.13% 3.64% 2.86% 2.63% 2.26% 1.68% 1.03%
2026/05/30 17.21% 14.85% 11.29% 4% 3.07% 2.67% 2.34% 1.85% 1.53% 4.09%
2026/05/31 16.27% 14.72% 10.34% 5.58% 3.55% 3.1% 2.8% 2.32% 1.36% 0.53%
  • expedia.com
  • priceline.com
  • cheapoair.com
  • kayak.com
  • booking.com
  • tripadvisor.com
  • royalcaribbean.com
  • ncl.com
  • cruises.com
  • cheapflights.com

Copyright © Adthena. All rights reserved.

Expedia led May with fluctuating spend, peaking mid-month. Priceline followed closely, maintaining steady growth. Cheapoair and Kayak showed varied trends, while Booking and Tripadvisor remained stable. Royal Caribbean and NCL saw minor shifts.

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. 

See more data
Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/05/01 610
2026/05/02 604
2026/05/03 622
2026/05/04 619
2026/05/05 612
2026/05/06 617
2026/05/07 641
2026/05/08 647
2026/05/09 621
2026/05/10 627
2026/05/11 644
2026/05/12 642
2026/05/13 585
2026/05/14 636
2026/05/15 647
2026/05/16 626
2026/05/17 624
2026/05/18 607
2026/05/19 595
2026/05/20 599
2026/05/21 629
2026/05/22 632
2026/05/23 618
2026/05/24 635
2026/05/25 760
2026/05/26 767
2026/05/27 724
2026/05/28 709
2026/05/29 701
2026/05/30 706
2026/05/31 719

Copyright © Adthena. All rights reserved.

In May 2026, advertiser numbers fluctuated, peaking at 767 on May 26. The month concluded with 719 advertisers, indicating a dynamic competitive landscape.

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.

See more data
Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
expedia.com 0.89%
msccruisesusa.com 0.71%
royalcaribbean.com 0.42%
virginvoyages.com 0.22%
rookiemoms.com 0.19%
flight-fare.com -0.32%
kayak.com -0.43%
skyscanner.com -0.43%
go.com -0.7%
booking.com -0.91%

Copyright © Adthena. All rights reserved.

Expedia.com soared with a 0.89% click share increase, while booking.com plummeted by 0.91%. MSCCruisesUSA.com and RoyalCaribbean.com also gained, contrasting with declines from go.com and kayak.com.

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.

See more data
Date expedia.com priceline.com cheapoair.com booking.com kayak.com tripadvisor.com cruises.com go.com onetravel.com flight-fare.com
2026/05/01 15.55% 11.68% 15.05% 5.49% 4.12% 3.01% 2.51% 2.05% 2.7% 2.8%
2026/05/02 18.61% 14.84% 11.29% 3.59% 3.76% 2.66% 2.72% 2.03% 1.99% 1.1%
2026/05/03 17.15% 12.97% 14.38% 4.12% 4.07% 2.23% 2.48% 2.14% 2.6% 2.32%
2026/05/04 17.7% 14.29% 11.77% 4.26% 3.71% 2.94% 2.6% 1.96% 1.01% 2.49%
2026/05/05 18.55% 11.85% 13.64% 3.73% 2.79% 2.2% 2.22% 2.34% 2% 3.68%
2026/05/06 15.8% 12.31% 13.62% 4.91% 3.19% 2.52% 2.84% 2.84% 2.28% 2%
2026/05/07 17.76% 10.36% 12.13% 3.88% 3.63% 3.03% 2.49% 2.59% 2.25% 1.98%
2026/05/08 14.63% 13.25% 16.05% 4.11% 3.19% 2.99% 3.01% 2.45% 2% 2.87%
2026/05/09 13.89% 11.95% 10.45% 4.37% 2.74% 3.23% 2.82% 2.81% 3.05% 3.48%
2026/05/10 14.27% 11.84% 11.5% 4.82% 3.32% 2.77% 2.37% 3.18% 2.63% 1.21%
2026/05/11 15.9% 13.45% 11.54% 5.5% 3.41% 2.83% 3.04% 2.55% 1.18% 1.66%
2026/05/12 15.85% 11.38% 12.83% 5.54% 3.41% 2.66% 2.53% 2.5% 1.78% 3.68%
2026/05/13 16.51% 13.48% 14.12% 3.68% 3.23% 3.09% 2.27% 2.92% 1.07% 1.85%
2026/05/14 20.02% 11.33% 10.67% 5.03% 2.7% 2.19% 2.55% 2.42% 2.04% 2.81%
2026/05/15 14.63% 13.24% 16.04% 4.11% 3.19% 2.99% 3% 2.45% 2% 2.87%
2026/05/16 16.63% 13.19% 12.86% 4.04% 2.49% 2.25% 3.7% 3.24% 1.84% 2.68%
2026/05/17 16.23% 11.63% 12.56% 4.33% 3.26% 2.19% 3.79% 2.96% 0.4% 2.58%
2026/05/18 17.28% 15.03% 12.16% 3.5% 2.6% 2.33% 3.65% 3.2% 1.51% 1.72%
2026/05/19 17.79% 13.78% 9.13% 5.16% 3.2% 2.56% 4.27% 3.56% 0.33% 1.96%
2026/05/20 17.51% 11.67% 12.47% 2.94% 2.83% 2.47% 3.48% 2.95% 1.5% 4.31%
2026/05/21 17.59% 10.74% 14.21% 3.9% 3.53% 2.51% 3.33% 3.05% 2.72% 0.53%
2026/05/22 16.72% 12.27% 16.2% 2.73% 1.89% 2.28% 3.05% 2.77% 0.71% 1.45%
2026/05/23 11.79% 12.65% 13.93% 3.58% 3.75% 2.35% 3.59% 3.14% 1.99% 1.72%
2026/05/24 18.49% 10.89% 14.28% 3.53% 3.05% 2.77% 3.69% 1.88% 2.11% 1.49%
2026/05/25 17.45% 12.24% 12.57% 3.8% 4.3% 2.41% 2.13% 1.99% 1.08% 2.29%
2026/05/26 14.14% 10.35% 15.08% 3.91% 2.52% 2.61% 2.65% 1.72% 3.02% 1.49%
2026/05/27 15.24% 10.61% 16.21% 3.15% 2.55% 2.27% 3.63% 1.74% 1.84% 3.65%
2026/05/28 13.73% 11.94% 16.38% 3.57% 3.1% 2.8% 3.31% 1.69% 2.48% 0.82%
2026/05/29 13.89% 14.05% 14.52% 3.68% 2.57% 2.65% 2.22% 1.94% 1.79% 1.07%
2026/05/30 16.77% 12.9% 13.54% 3.16% 2.6% 2.39% 1.96% 1.44% 1.81% 1.55%
2026/05/31 14.9% 13.56% 11.7% 3.53% 3.52% 3.04% 1.95% 1.76% 1.34% 1.31%
  • expedia.com
  • priceline.com
  • cheapoair.com
  • booking.com
  • kayak.com
  • tripadvisor.com
  • cruises.com
  • go.com
  • onetravel.com
  • flight-fare.com

Copyright © Adthena. All rights reserved.

Expedia led May with fluctuating impressions, peaking mid-month. Priceline and Cheapoair followed, showing varied trends. Booking.com and Kayak maintained lower shares. The month ended with Expedia still dominant.

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.

See more data
Google Text Ad Copy Insights & Creative Trends for US Travel Travel Services - Last month
  1. 1
    Cheap Flights https://www.cheapoair.com/

    Get Cheap Flights Today — Looking for Cheap Flights? Search for Discounted Travel on CheapOair®! Search & Save Now.

  2. 2
    Expedia.com - Official Site https://www.expedia.com/official_site/book_now

    Everything You Need to Go — Find & Compare Options and You Can Save Big on Expedia.com. Get the Most Out of Your Vacation with Packages. Explore Fun Things to Do On Your Stay. Expedia's...

  3. 3
    Disney Cruise Line® - Where Magic Meets the Sea https://disneycruise.disney.go.com › disney_cruise

    Enjoy the Vacation of Your Dreams with Disney Cruise Line. Enjoy Unique Entertainment, Unforgettable Experiences & So Much More on a Magical Cruise. Broadway-Style shows.

  4. 4
    Cheap Flights | Flights from $99 on Priceline https://www.priceline.com

    Find Cheap Flights at Priceline to Over 1500 Destinations. Save up to 40%

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

    Get Great Rates on Travelocity — Get Great Deals on Hotels, Flights, Packages & More. Search & Book with Travelocity today!

Copyright © Adthena. All rights reserved.

In the competitive world of travel services, CheapOair and Priceline captivate with promises of affordable flights, while Expedia entices with comprehensive vacation packages. Disney Cruise Line offers magical experiences at sea, and Travelocity highlights great deals across travel essentials. Each ad uniquely appeals to wanderlust, blending affordability, adventure, and convenience.

Frequently Asked Questions

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

Get the full picture

See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

Related reports

UK
AUS