US Travel Travel Services - PPC Market Share Analysis June 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.

AIO Frequency

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

Frequency Percentage
Frequency 27.4925910982
72.5074089018
27%

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 28
72
28%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 12%
Transactional 31%
Navigational 5%
Seasonal 3%
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 19.71
priceline.com 7.84
cheapoair.com 7.26
booking.com 6.84
go.com 5.36
kayak.com 4.86
tripadvisor.com 4.6
royalcaribbean.com 3.16
cruises.com 2.38
travelocity.com 2.34
others 35.65
  • expedia.com - 19.71%
  • priceline.com - 7.84%
  • cheapoair.com - 7.26%
  • booking.com - 6.84%
  • go.com - 5.36%
  • kayak.com - 4.86%
  • tripadvisor.com - 4.6%
  • royalcaribbean.com - 3.16%
  • cruises.com - 2.38%
  • travelocity.com - 2.34%
  • others - 35.65%

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Expedia leads with 19.71% click share, followed by Priceline at 7.84%. Others dominate with 35.65%, highlighting diverse competition in travel PPC.

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 kayak.com booking.com tripadvisor.com royalcaribbean.com cruises.com go.com cheapflights.com
2026/06/01 14.6% 10.21% 12.36% 6.56% 2.83% 3.9% 2.62% 2.34% 1.51% 6.04%
2026/06/02 18.45% 7.28% 10.68% 6.9% 2.77% 2.97% 1.76% 2.43% 2.29% 3.99%
2026/06/03 16.55% 10.73% 11.17% 5.04% 2.57% 3.34% 2.31% 3.92% 1.37% 4.16%
2026/06/04 17.51% 10.27% 12.3% 5.94% 3.62% 3.46% 1.44% 2.75% 1.57% 2.8%
2026/06/05 15.94% 11.98% 12.89% 5.75% 2.7% 3% 1.4% 2.07% 1.95% 1.62%
2026/06/06 17.49% 9.66% 11.99% 5.01% 2.52% 3.63% 1.47% 2.19% 1.84% 3.91%
2026/06/07 18.04% 9.56% 10.96% 4.81% 3% 3.81% 1.77% 3.27% 2.14% 1.11%
2026/06/08 18.41% 9.5% 12.66% 6.67% 3.01% 3.78% 1.44% 2.66% 2.16% 0.02%
2026/06/09 19.03% 8.89% 11.11% 5.7% 2.88% 3.54% 2% 2.37% 1.99% 2.55%
2026/06/10 17.18% 11.94% 10.6% 5.52% 2.86% 3.46% 2.56% 3.03% 1.7% 1.5%
2026/06/11 13.89% 10.46% 9.85% 6.23% 2.89% 3.19% 1.99% 3.02% 1.8% 5.41%
2026/06/12 16.24% 9.54% 12.46% 4.3% 3.24% 5.15% 1.94% 3.76% 2.44% 0.02%
2026/06/13 15.87% 12.05% 11.65% 6.11% 4.52% 4.09% 2.21% 2.28% 2.17% 1.72%
2026/06/14 17.89% 11.8% 12.74% 5.67% 4.02% 3.27% 2.21% 2.65% 2.2% 0.02%
2026/06/15 11.85% 9.46% 11.45% 6.31% 4.86% 3.69% 1.86% 3.01% 2.42% 1.32%
2026/06/16 16.31% 9.42% 11.44% 5.75% 4.92% 4.97% 2.52% 3.08% 2.63% 0.05%
2026/06/17 17.67% 9.59% 11.47% 4.98% 4.58% 3.98% 1.72% 3.01% 2.06% 1.66%
2026/06/18 15.56% 8.7% 11.44% 7.36% 4.95% 4.59% 3.55% 2.08% 2.07% 0.04%
2026/06/19 17.9% 12.35% 11.72% 4.73% 3.35% 4.89% 2.2% 2.26% 2.05% 0.02%
2026/06/20 16.34% 10.3% 8.83% 6.78% 3.03% 4.37% 1.94% 3.41% 2.31% 2.99%
2026/06/21 16.92% 10.76% 10.19% 6.32% 3.06% 3.38% 2.84% 3% 2.14% 1.26%
2026/06/22 16.84% 10.65% 12.13% 5.72% 3.1% 4.4% 1.82% 2.92% 2.14% 2.28%
2026/06/23 14.99% 10.49% 11.17% 5.56% 2.75% 4.05% 2.16% 3.03% 2.04% 4.61%
2026/06/24 15.51% 10.61% 10.44% 6.56% 3.13% 4.48% 2.21% 3.39% 2.07% 3.51%
2026/06/25 17.42% 10.64% 9.66% 6.05% 3.8% 4.14% 2.11% 3.98% 2.3% 1.52%
2026/06/26 16.45% 12.03% 10.98% 5.95% 2.41% 4.42% 2.35% 3.23% 2.01% 1.56%
2026/06/27 17.13% 10.62% 12.44% 6.21% 3.65% 4.27% 2.2% 3.06% 2.04% 0.01%
2026/06/28 15.91% 11.22% 10.32% 3.62% 4.03% 4.2% 3.17% 3.05% 2.47% 2.69%
2026/06/29 17.81% 6.77% 10.04% 10.05% 3.05% 4.19% 2.66% 2.95% 1.95% 2.56%
2026/06/30 17.55% 12.52% 9.89% 5.7% 4.74% 3.9% 3.31% 2.34% 1.24% 0.6%
  • expedia.com
  • cheapoair.com
  • priceline.com
  • kayak.com
  • booking.com
  • tripadvisor.com
  • royalcaribbean.com
  • cruises.com
  • go.com
  • cheapflights.com

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Expedia led June with fluctuating spend, peaking mid-month. Cheapoair and Priceline showed consistent mid-range activity. Kayak and Booking saw modest gains, while TripAdvisor and Royal Caribbean had varied trends. Cruises, Go, and Cheapflights remained steady.

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
2026/06/01 730
2026/06/02 634
2026/06/03 725
2026/06/04 665
2026/06/05 692
2026/06/06 679
2026/06/07 677
2026/06/08 665
2026/06/09 700
2026/06/10 670
2026/06/11 662
2026/06/12 658
2026/06/13 655
2026/06/14 659
2026/06/15 640
2026/06/16 651
2026/06/17 675
2026/06/18 650
2026/06/19 653
2026/06/20 656
2026/06/21 641
2026/06/22 611
2026/06/23 622
2026/06/24 614
2026/06/25 616
2026/06/26 599
2026/06/27 606
2026/06/28 601
2026/06/29 619
2026/06/30 601

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June began with 730 advertisers, fluctuating throughout the month, and concluded with 601. The decline suggests a competitive shift in the advertising 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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
msccruisesusa.com 1.6%
royalcaribbean.com 1.27%
tripadvisor.com 0.45%
booking.com 0.45%
onetravel.com 0.37%
expedia.com -0.27%
cheapflights.com -0.33%
flight-fare.com -0.45%
ncl.com -0.65%
priceline.com -0.79%

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Royal Caribbean and MSC Cruises USA surged in click share, gaining 1.27 and 1.60, respectively. Meanwhile, Priceline and NCL experienced declines of 0.79 and 0.65.

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 cheapoair.com expedia.com priceline.com booking.com onetravel.com tripadvisor.com kayak.com cruises.com go.com vikingcruises.com
2026/06/01 12.71% 13.69% 12.89% 3.49% 0.38% 2.99% 3.95% 2.41% 2.19% 0.76%
2026/06/02 12.34% 16.72% 9.46% 3.49% 3.99% 2.24% 3.47% 2.48% 3.14% 1.97%
2026/06/03 16.03% 14.5% 10.76% 3.13% 1.76% 2.41% 2.68% 3.55% 1.89% 1.4%
2026/06/04 13.94% 17.26% 12.14% 4.11% 2.05% 2.38% 3.31% 2.37% 2.15% 1.64%
2026/06/05 15.8% 14.14% 11.79% 3.08% 2.64% 2.12% 2.9% 2.11% 2.45% 1.56%
2026/06/06 12.54% 17.48% 12.08% 2.93% 2.48% 2.68% 2.31% 2.07% 2.32% 1.46%
2026/06/07 13.14% 17.65% 9.78% 3.16% 1.51% 2.89% 2.37% 2.82% 2.66% 1.56%
2026/06/08 12.33% 17.54% 11.55% 3.57% 3.46% 2.74% 3.67% 2.8% 2.96% 1.8%
2026/06/09 12.91% 17.41% 11.38% 3.82% 3.01% 2.33% 2.68% 2.86% 2.94% 1.9%
2026/06/10 15.36% 15.99% 10.29% 4.07% 0.73% 2.98% 2.7% 3.21% 2.3% 1.54%
2026/06/11 15.08% 12.2% 9.81% 3.89% 1.53% 2.8% 3.59% 3.12% 2.62% 1.68%
2026/06/12 13.41% 14.26% 12.93% 3.95% 4.15% 3.95% 2.42% 3.4% 3.4% 1.75%
2026/06/13 16.14% 14.94% 11.01% 5.42% 2.51% 2.78% 2.94% 2.44% 2.97% 1.64%
2026/06/14 17.93% 14.95% 12.27% 5.35% 1.54% 2.51% 2.71% 2.62% 2.85% 1.44%
2026/06/15 12.64% 10.13% 10.89% 6.26% 3.08% 3.09% 3.1% 3.04% 3.18% 2.05%
2026/06/16 12.9% 14.22% 13.03% 5.39% 2.47% 3.91% 2.92% 2.75% 3.43% 1.44%
2026/06/17 14.94% 15.44% 11.48% 5.65% 4.52% 3.15% 2.25% 2.72% 2.74% 1.5%
2026/06/18 11.33% 13.88% 10.63% 6.49% 2.64% 3.88% 4.24% 2.57% 2.97% 1.57%
2026/06/19 14.19% 17.32% 10.47% 4.48% 2.25% 4.07% 2.42% 2.46% 2.71% 1.45%
2026/06/20 13.75% 15.91% 8.21% 3.83% 1.7% 4.23% 2.95% 3.3% 2.98% 1.8%
2026/06/21 16.06% 15.07% 9.94% 3.84% 1.61% 3.25% 2.84% 3.11% 2.78% 1.43%
2026/06/22 14.21% 15.38% 11.23% 4.3% 2.74% 3.37% 2.77% 3.28% 2.91% 1.79%
2026/06/23 14.62% 14.07% 10.29% 3.48% 3.67% 3.26% 3.01% 3.06% 2.5% 1.56%
2026/06/24 15.28% 13.32% 10.01% 3.75% 4.48% 3.69% 3.14% 3.33% 2.82% 1.46%
2026/06/25 14.36% 15.41% 8.18% 4.33% 4.36% 3.8% 3.1% 3.94% 3.06% 1.46%
2026/06/26 17.76% 13.83% 10.52% 3.27% 3.27% 3.45% 2.93% 2.95% 2.59% 1.27%
2026/06/27 15.83% 15.29% 11.01% 4.1% 3.6% 3.57% 3.18% 2.91% 2.58% 1.6%
2026/06/28 16% 14.96% 8.96% 4.43% 1.63% 3.01% 2.08% 3.43% 3.03% 1.59%
2026/06/29 11.09% 16.31% 9.28% 4% 3.24% 3.28% 4.7% 3.41% 3.05% 1.94%
2026/06/30 17.14% 16.52% 8.37% 4.93% 4.75% 3.61% 3.47% 2.82% 1.8% 1.51%
  • cheapoair.com
  • expedia.com
  • priceline.com
  • booking.com
  • onetravel.com
  • tripadvisor.com
  • kayak.com
  • cruises.com
  • go.com
  • vikingcruises.com

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In June 2026, Cheapoair’s impression share fluctuated, peaking at 17.93% on June 14. Expedia maintained a strong presence, ending at 16.52%. Priceline’s share dipped, while Booking.com saw a gradual rise. Onetravel and TripAdvisor showed varied trends, with Onetravel finishing at 4.75%. Kayak and Cruises.com had modest shares, and Viking Cruises remained stable.

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
    $39 Last Minute Flights - 70% Off Cheap Flights https://www.bookingbuddy.com

    Grab a deal before it's gone. Fast and easy flight search at BookingBuddy®!

  2. 2
    Cheap Flights https://www.cheapoair.com/

    Our Price Match Promise — Looking for Cheap Flights? Search for Discounted Travel on CheapOair®! Search & Save Now.

  3. 3
    Find Cheap Flights on Expedia https://www.expedia.com/cheap/flight

    Last Minute Flight Deals — Find Cheap Flights on Expedia. Get the Most Out of Your Trip with Package Deals.

  4. 4
    Cheap Flight Tickets https://www.onetravel.com/

    We Offer Cheap Flight Tickets — Book with Confidence. Fly for Less with Great Airfares. Take off with 500+ Airlines.

  5. 5
    Cheap Flights - Unbelievable Flight Discounts https://www.priceline.com

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

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In the competitive world of travel services, BookingBuddy, CheapOair, Expedia, OneTravel, and Priceline captivate with enticing offers. Themes of affordability and urgency dominate, with promises of last-minute deals and price matches. Each ad emphasizes ease, savings, and extensive options, appealing to budget-conscious travelers.

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