US Travel Travel Services - PPC Market Share Analysis January 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.

Google AI Overview visibility for Travel Travel Services US

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

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AIO Frequency

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

Frequency	Percentage
Frequency	20.0925593098
	79.9074406902

20%

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	33
	67

33%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	15%
Transactional	31%
Navigational	4%
Seasonal	3%
Local	1%
Problem Solving	5%

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.

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Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
expedia.com	20.45
priceline.com	10.53
cheapoair.com	7.49
booking.com	4.52
royalcaribbean.com	4.21
cheapflights.com	4.17
kayak.com	4.13
tripadvisor.com	3.83
go.com	3.38
ncl.com	3.06
others	34.23

expedia.com - 20.45%
priceline.com - 10.53%
cheapoair.com - 7.49%
booking.com - 4.52%
royalcaribbean.com - 4.21%
cheapflights.com - 4.17%
kayak.com - 4.13%
tripadvisor.com - 3.83%
go.com - 3.38%
ncl.com - 3.06%
others - 34.23%

Expedia leads with 20.45% click share, followed by Priceline at 10.53%. Cheapoair holds 7.49%, while others collectively dominate with 34.23%.

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.

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Share of Spend - Last Month

Share of Spend - Last Month
Date	expedia.com	priceline.com	cheapoair.com	kayak.com	cheapflights.com	cruises.com	royalcaribbean.com	booking.com	tripadvisor.com	ncl.com
2026/01/01	16.58%	11.26%	9.15%	7.14%	6.87%	1.88%	3.81%	2.37%	1.95%	2.59%
2026/01/02	15.45%	12.78%	8.9%	7.41%	2.84%	2.17%	4.72%	2.48%	1.91%	2.59%
2026/01/03	17.14%	12.5%	11.29%	6.98%	2.59%	2.31%	4.06%	2.4%	1.98%	2.35%
2026/01/04	20.31%	12.6%	9.2%	5.11%	5.58%	1.72%	4.47%	2.34%	1.96%	2.15%
2026/01/05	17.89%	12.76%	9.41%	6.18%	4.04%	1.81%	2.62%	2.57%	1.9%	2.26%
2026/01/06	19.72%	10.19%	8.23%	5.36%	7.4%	0.66%	2.67%	2.65%	2.14%	2.55%
2026/01/07	15.71%	13.54%	8.42%	6.38%	4.44%	2.29%	2.74%	2.21%	2.14%	2.15%
2026/01/08	18.88%	11.97%	10.15%	6.23%	6.87%	2.03%	2.14%	2.28%	2.01%	1.95%
2026/01/09	17.42%	12.5%	8.49%	7.8%	7.3%	1.84%	2.54%	2.35%	2%	1.96%
2026/01/10	18.57%	13.97%	9.55%	7.45%	4.29%	1.34%	1.67%	2.65%	1.97%	2.27%
2026/01/11	16.78%	10.82%	8.67%	4.3%	8.93%	1.7%	1.92%	2.66%	2.36%	2.19%
2026/01/12	18.09%	11.92%	8.62%	5.66%	5.05%	1.94%	2.19%	2.64%	2.27%	2.2%
2026/01/13	18.45%	14.56%	10.45%	5.98%	6.29%	1.55%	1.91%	2.49%	1.54%	2.05%
2026/01/14	18.16%	12.76%	9.79%	3.88%	6.47%	2.24%	2.32%	2.62%	2.13%	2.08%
2026/01/15	13.96%	12.73%	9.65%	4.97%	5.13%	2.52%	2.62%	2.44%	3%	2.31%
2026/01/16	17.4%	12.49%	8.49%	7.79%	7.3%	1.84%	2.54%	2.35%	2%	1.96%
2026/01/17	20.58%	9.65%	10.38%	6.74%	7.99%	1.43%	2.01%	2.09%	1.92%	1.84%
2026/01/18	18.63%	13.25%	10.86%	7.5%	5.36%	1.01%	2.25%	2.61%	2.12%	1.72%
2026/01/19	19.94%	10.42%	6.8%	5.5%	5.22%	1.63%	2.37%	2.75%	2.47%	2.34%
2026/01/20	18.44%	14.54%	10.44%	5.98%	6.29%	1.55%	1.91%	2.49%	1.54%	2.05%
2026/01/21	17.37%	10.4%	9.28%	8.23%	4.07%	1.37%	2.52%	2.16%	1.48%	2.07%
2026/01/22	17.84%	11.06%	5.85%	7.12%	5.23%	1.59%	2.71%	2.65%	2.02%	2.46%
2026/01/23	16.75%	11.55%	8.2%	9.18%	3.57%	1.65%	1.97%	2.43%	1.68%	2.16%
2026/01/24	17.5%	11.54%	12.04%	5.86%	3.08%	1.63%	2.9%	2.38%	1.95%	2.22%
2026/01/25	17.95%	13.27%	10.06%	7.96%	3.52%	2.06%	2.11%	3.49%	1.95%	2.28%
2026/01/26	16.86%	12.47%	10.92%	3.88%	9.24%	1.47%	2.63%	2.17%	1.8%	1.81%
2026/01/27	16.79%	11.27%	7.08%	7.05%	1.94%	2.21%	3.13%	2.76%	2.39%	2.35%
2026/01/28	18.41%	10.46%	10.17%	6.98%	8.89%	2.13%	2.48%	2.17%	1.93%	1.92%
2026/01/29	17.37%	13.19%	11.76%	5.95%	6.48%	2.46%	2.83%	1.97%	2.1%	0.75%
2026/01/30	13.94%	15.76%	12.21%	4.65%	6.96%	2.77%	2.26%	1.9%	1.8%	1.16%
2026/01/31	19.38%	13.27%	9.81%	5.2%	4.91%	2.78%	2.6%	2.08%	2.08%	1.58%

expedia.com
priceline.com
cheapoair.com
kayak.com
cheapflights.com
cruises.com
royalcaribbean.com
booking.com
tripadvisor.com
ncl.com

Expedia led January with fluctuating spend, peaking at 20.58% on the 17th. Priceline and Cheapoair followed, showing varied trends. Kayak and Cheapflights had modest shares, while Cruises.com and Royal Caribbean saw steady growth. Booking.com, Tripadvisor, and NCL maintained consistent, lower shares.

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.

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Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2026/01/01	716
2026/01/02	734
2026/01/03	725
2026/01/04	738
2026/01/05	725
2026/01/06	728
2026/01/07	702
2026/01/08	703
2026/01/09	683
2026/01/10	708
2026/01/11	696
2026/01/12	701
2026/01/13	709
2026/01/14	733
2026/01/15	697
2026/01/16	683
2026/01/17	707
2026/01/18	710
2026/01/19	709
2026/01/20	709
2026/01/21	696
2026/01/22	679
2026/01/23	686
2026/01/24	684
2026/01/25	674
2026/01/26	718
2026/01/27	673
2026/01/28	654
2026/01/29	675
2026/01/30	663
2026/01/31	652

Advertisers fluctuated throughout January, peaking at 738 on January 4th. The month concluded with a decline, reaching 652 on January 31st.

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.

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Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
cheapoair.com	0.53%
go.com	0.39%
skyscanner.com	0.28%
kayak.com	0.26%
carnival.com	0.19%
tripadvisor.com	-0.28%
ncl.com	-0.38%
flight-fare.com	-0.44%
expedia.com	-0.45%
cheapflights.com	-0.54%

Cheapoair.com soared with a 0.53 increase, while cheapflights.com plummeted by -0.54. Skyscanner.com and go.com also rose, contrasting with expedia.com’s decline.

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.

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Date	priceline.com	expedia.com	cheapoair.com	cruiselines.com	cruises.com	cheapflights.com	kayak.com	booking.com	onetravel.com	tripadvisor.com
2026/01/01	12.43%	13.02%	11.53%	2.77%	3%	4.12%	3.53%	3.2%	1.26%	2.2%
2026/01/02	13.72%	12.71%	11.65%	2.51%	3%	1.51%	3.66%	3.27%	1.95%	2.04%
2026/01/03	14.07%	13.47%	13.42%	2%	3.45%	1.56%	3.13%	3.3%	2.73%	1.97%
2026/01/04	14.32%	15.6%	10.94%	2.73%	2.44%	3.02%	2.35%	3.41%	2.69%	2.27%
2026/01/05	13.17%	13.26%	11.84%	3%	2.82%	2.33%	3.17%	3.52%	1.48%	1.99%
2026/01/06	11.47%	14.47%	10.18%	3.27%	1%	3.73%	3.12%	3.51%	3.11%	2.36%
2026/01/07	15.01%	13.16%	9.82%	4.03%	3.15%	2.39%	3.17%	3.37%	2.95%	1.99%
2026/01/08	13.18%	15%	12.62%	3.19%	3.07%	3.66%	3.35%	3.03%	2.7%	2.05%
2026/01/09	14.14%	13.26%	10.89%	3.46%	2.82%	3.98%	3.88%	3.34%	1.4%	2.25%
2026/01/10	14.09%	14.05%	11.43%	3.23%	2.08%	2.32%	3.72%	3.61%	4.2%	2.19%
2026/01/11	11.78%	14.1%	9.39%	2.51%	2.83%	4.95%	2.14%	3.97%	3.57%	2.5%
2026/01/12	12.58%	14.03%	10.55%	3.07%	2.53%	2.7%	2.78%	4.22%	3.44%	2.46%
2026/01/13	16.22%	14.62%	11.85%	2.28%	2.21%	3.71%	2.99%	3.21%	1.75%	1.83%
2026/01/14	12.56%	15.46%	10.92%	3.49%	2.85%	3.59%	2.43%	3.72%	3.73%	2.28%
2026/01/15	14.33%	11.71%	9.78%	3.56%	3.42%	2.82%	2.71%	2.5%	3.1%	3.13%
2026/01/16	14.14%	13.26%	10.89%	3.46%	2.82%	3.98%	3.88%	3.34%	1.4%	2.25%
2026/01/17	9.74%	16.71%	11.91%	2.75%	2.13%	4.63%	3.3%	2.74%	4.32%	2.07%
2026/01/18	13.75%	14.65%	13.31%	3.05%	1.54%	3.02%	3.67%	3.71%	5.45%	2.11%
2026/01/19	11.41%	16.11%	8.52%	3.19%	2.24%	3.13%	2.69%	3.75%	3.75%	2.32%
2026/01/20	16.22%	14.62%	11.85%	2.28%	2.21%	3.71%	2.99%	3.21%	1.75%	1.83%
2026/01/21	11.37%	13.41%	10.93%	2.96%	1.92%	2.52%	4.11%	2.86%	4.02%	1.46%
2026/01/22	11.66%	14.1%	7.08%	3.43%	2.19%	3.13%	3.96%	3.93%	3.38%	2.18%
2026/01/23	12.78%	12.61%	8.65%	2.9%	2.1%	1.86%	5.02%	3.32%	4.15%	1.84%
2026/01/24	12.55%	13.64%	13.06%	3.47%	2.4%	1.86%	2.87%	2.97%	3.81%	2.03%
2026/01/25	13.98%	14.11%	10.56%	3.02%	2.87%	2.15%	3.83%	5.41%	1.76%	2.04%
2026/01/26	14.01%	13.53%	11.52%	3.03%	2.33%	5.23%	2.19%	3.21%	0.49%	1.95%
2026/01/27	11.21%	14.17%	8.96%	4.05%	3.46%	1.17%	3.38%	3.78%	1.26%	2.59%
2026/01/28	10.5%	15.09%	11.56%	2.45%	3.41%	5.37%	3.56%	2.69%	2.26%	2.13%
2026/01/29	16.62%	14.21%	13.53%	3.19%	3.88%	3.39%	3.01%	2.42%	1.35%	2.17%
2026/01/30	16.88%	12.12%	12.37%	2.78%	4.12%	3.74%	2.46%	2.15%	2.5%	2.02%
2026/01/31	14.48%	12.47%	12.36%	4.67%	3.94%	3%	2.57%	2.42%	2.05%	2.05%

priceline.com
expedia.com
cheapoair.com
cruiselines.com
cruises.com
cheapflights.com
kayak.com
booking.com
onetravel.com
tripadvisor.com

Priceline’s impression share fluctuated, peaking at 16.88% on January 30. Expedia maintained a steady presence, while Cheapoair saw a dip mid-month. Cruises.com ended strong, reaching 4.12% on January 30.

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.

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

1
Cheap Flight Tickets | Get Great Deals https://www.cheapoair.com/
Looking for Cheap Flights? Search for Discounted Travel on CheapOair®! Search & Save Now.
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
Find Cheap Flights on Expedia - Last Minute Flight Deals https://www.expedia.com/cheap/flight
Find Cheap Flights on Expedia. Get the Most Out of Your Trip with Package Deals.
4
Cheap flights | Compare flights for free https://www.kayak.com
The flight you want, the price you need. We search, you save. Trusted by 1m+ travelers.
5
Priceline® Official Site https://www.priceline.com
Save More With Priceline — Priceline.com: More Ways to Save on Flights, Hotels, Cars and Packages! Best Price Guarantee at...

In the competitive world of travel services, top advertisers like CheapOair, CruiseLines, Expedia, Kayak, and Priceline captivate audiences with enticing offers. Themes of affordability and convenience dominate, with promises of significant savings and comprehensive travel solutions, appealing to budget-conscious travelers.

Frequently Asked Questions

Why is the US Travel Travel Services January 2026 Report useful and how should I use it?

Why is the US Travel Travel Services January 2026 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 Travel Services January 2026 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 Travel Services January 2026 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 Travel Services January 2026 Report?

The US Travel Travel Services January 2026 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.

Learn more about our data.

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Does this include mobile, desktop and Google Shopping data?

Yes. The US Travel Travel Services January 2026 Report aggregates data from across both device types and Google Shopping.
Who is this US Travel Travel Services January 2026 Report for?

The US Travel Travel Services January 2026 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?

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

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

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

Learn more about Ask Arlo.

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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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.

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US Travel Travel Services - PPC Market Share Analysis January 2026

Travel Services – US

Google AI Overview visibility for Travel Travel Services US

AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 US Travel Travel Services brands

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

Competitor Count for US Travel Travel Services

Market Loss & Market Gains for US Travel Travel Services

US Travel Travel Services Share of Impressions

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

Frequently Asked Questions

Why is the US Travel Travel Services January 2026 Report useful and how should I use it?

Why is the US Travel Travel Services January 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the US Travel Travel Services January 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this US Travel Travel Services January 2026 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

Related reports

UK Travel Services

AUS Travel Services