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US Travel Travel Technology - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Travel Technology category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 US Travel Travel Technology 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
Domain Share of clicks
skyscanner.com 62.36
wanderu.com 6.44
amazon.com 5.82
rome2rio.com 3.42
booking.com 3.35
vrbo.com 2.65
hotels.com 1.49
kayak.com 1.2
fareharbor.com 1.16
wego.com 1.09
others 11.02

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Skyscanner dominates with 62.36% click share, overshadowing others at 11.02%. Wanderu and Amazon follow, while smaller players like Wego and Fareharbor trail.

Market Exposure

Share of Spend for the top 10 US Travel Travel Technology 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
Date skyscanner.com booking.com hotels.com kayak.com fareharbor.com lodgify.com vrbo.com guesty.com turo.com amazon.com
2025/05/01 0.81% 9.12% 8.83% 2.94% 4.38% 5.77% 4.3% 2.34% 1.69% 26.74%
2025/05/02 0.11% 13.58% 10.08% 4.32% 2.72% 3.48% 3.07% 2.36% 1.9% 31.81%
2025/05/03 0.41% 17.83% 10.88% 4.85% 6.15% 4.7% 4.45% 3.74% 2.55% 4.14%
2025/05/04 0.14% 9.02% 5.82% 3.63% 4.84% 4.01% 3.66% 2.45% 1.94% 36.4%
2025/05/05 0.31% 8.55% 7.28% 3.7% 4.23% 3.75% 2.39% 2.11% 2.53% 44.46%
2025/05/06 0.27% 9.85% 7.5% 5.38% 4.52% 3.31% 3.14% 2.88% 4.39% 31.42%
2025/05/07 0.36% 15.63% 12.6% 7.58% 4.6% 5.37% 3.48% 2.7% 4.24% 4.7%
2025/05/08 0.45% 11.23% 8.43% 7.32% 3.98% 3.48% 2.65% 1.61% 1.46% 36.7%
2025/05/09 0.44% 10.56% 7.65% 6.43% 2.87% 3.74% 2.78% 2.58% 1.68% 36%
2025/05/10 0.26% 11.3% 7.21% 5.34% 4.22% 3.6% 2.74% 1.92% 1.62% 29.08%
2025/05/11 0.48% 10.03% 8.45% 3.5% 4.24% 5.34% 2.16% 2.35% 3.41% 34.03%
2025/05/12 0.19% 10.91% 9.19% 6.06% 3.28% 5.45% 2.39% 1.94% 1.89% 34.66%
2025/05/13 0.31% 16.73% 10.52% 6.53% 6.55% 5.75% 4.85% 3.1% 1.12% 7.21%
2025/05/14 0.44% 16.89% 7.33% 5.91% 4.28% 4.6% 3.03% 2.23% 2.27% 24.09%
2025/05/15 0.25% 15.73% 7.14% 4.84% 4.11% 3.53% 2.08% 2.13% 2.1% 31.21%
2025/05/16 0.55% 21.28% 12.14% 6.78% 5.16% 6.14% 3.98% 3.09% 3.35% 4.13%
2025/05/17 0.25% 14.4% 7.04% 4.13% 4.97% 4.11% 2.23% 2.76% 1.51% 26.19%
2025/05/18 0.17% 15.76% 8.27% 2.96% 5.72% 6.56% 3.75% 3.51% 2.97% 5.32%
2025/05/19 0.15% 11.08% 6.5% 2.39% 3.15% 4.33% 2.73% 2.22% 1.16% 35.99%
2025/05/20 0.11% 19.91% 10.37% 7.55% 6.2% 6.22% 3.83% 3.31% 3.33% 5.09%
2025/05/21 0.1% 18.66% 7.08% 3.2% 4.36% 4.8% 2.7% 2.5% 2.1% 22.39%
2025/05/22 76.9% 4.32% 2.32% 0.95% 0.73% 0.98% 0.74% 0.49% 0.22% 6.88%
2025/05/23 83.76% 3.63% 2.27% 0.78% 1.06% 0.73% 0.65% 0.61% 0.33% 0.32%
2025/05/24 85.49% 3.4% 1.73% 0.64% 0.94% 0.97% 0.48% 0.59% 0.24% 0.17%
2025/05/25 80.99% 3.31% 1.94% 0.32% 0.75% 0.74% 0.73% 0.54% 0.32% 5%
2025/05/26 87.04% 2.51% 1.49% 0.64% 0.97% 0.66% 0.65% 0.39% 0.48% 0.24%
2025/05/27 85.43% 3.39% 1.62% 0.36% 0.9% 1% 0.45% 0.64% 0.38% 0.33%
2025/05/28 84.52% 3.99% 1.82% 0.54% 0.97% 1% 0.78% 0.52% 0.15% 0.19%
2025/05/29 84.04% 4.06% 1.69% 0.83% 1.06% 0.63% 0.64% 0.57% 0.48% 0.25%
2025/05/30 84.48% 3.48% 1.32% 1% 1.26% 0.68% 0.7% 0.59% 0.34% 0.37%
2025/05/31 84.77% 4.24% 1.8% 1.42% 1.28% 0.54% 0.38% 0.37% 0.26% 0.22%

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In May 2025, Skyscanner’s PPC spend share surged dramatically mid-month, peaking at 87.04% on May 26. Booking.com and Hotels.com saw declines, while Amazon’s share fluctuated, ending at 0.22%.

Market Exposure

Competitor Count for US Travel Travel Technology

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
Date Competitor Count
2025/05/01 134
2025/05/02 143
2025/05/03 145
2025/05/04 141
2025/05/05 145
2025/05/06 152
2025/05/07 167
2025/05/08 155
2025/05/09 150
2025/05/10 160
2025/05/11 157
2025/05/12 141
2025/05/13 149
2025/05/14 153
2025/05/15 149
2025/05/16 137
2025/05/17 150
2025/05/18 144
2025/05/19 140
2025/05/20 142
2025/05/21 147
2025/05/22 147
2025/05/23 151
2025/05/24 149
2025/05/25 140
2025/05/26 129
2025/05/27 150
2025/05/28 146
2025/05/29 145
2025/05/30 144
2025/05/31 143

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May began with 134 advertisers, peaking at 167 on the 7th. A mid-month dip to 137 on the 16th was followed by fluctuations, ending at 143.

Campaign Efficiency

Market Loss & Market Gains for US Travel Travel Technology

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
Name Market Trend
skyscanner.com 79.26%
solgaard.co 0.04%
save70.com 0.02%
wetravel.com 0.01%
farecompare.com 0.01%
vrbo.com -4.78%
booking.com -5.32%
rome2rio.com -6.43%
wanderu.com -11.62%
amazon.com -18.38%

Copyright © Adthena. All rights reserved.

Skyscanner.com soared with a 79.26% click share increase, while amazon.com plummeted by 18.38%.

Campaign Efficiency

US Travel Travel Technology 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 skyscanner.com booking.com hotels.com kayak.com wanderu.com amazon.com rome2rio.com vrbo.com calpaktravel.com fly-scanner.com
2025/05/01 1.12% 7% 6.08% 2.55% 4.48% 33.01% 2.68% 3.88% 5.33% 0.36%
2025/05/02 0.1% 8.91% 6.37% 4.12% 3.58% 33.8% 2.14% 2.85% 1.1% 1.62%
2025/05/03 0.6% 11.42% 6.32% 3.81% 5.86% 11.3% 4.09% 4.5% 5.28% 0.57%
2025/05/04 0.16% 6.02% 3.43% 2.4% 3.84% 41.55% 3.06% 3.35% 3.65% 0.25%
2025/05/05 0.54% 6.57% 4.91% 2.54% 3.35% 47.61% 2.33% 2.69% 1.87% 0.41%
2025/05/06 0.35% 7.41% 5.11% 3.41% 4.46% 36.85% 2.91% 3% 1.7% 0.19%
2025/05/07 0.45% 10.58% 7.88% 6.46% 4.54% 14.49% 3.88% 3.06% 2.35% 0.82%
2025/05/08 0.62% 8.06% 5.53% 5.66% 3.38% 43.06% 1.58% 2.53% 2.33% 0.21%
2025/05/09 0.43% 7.02% 5.02% 4.7% 2.93% 41.69% 2.5% 2.75% 1.76% 0.23%
2025/05/10 0.33% 6.56% 4.04% 3.93% 3.04% 30.01% 1.82% 2.37% 2.03% 6.42%
2025/05/11 0.59% 7.15% 5.59% 2.56% 3.71% 40.31% 2.77% 2.07% 3.13% 0.18%
2025/05/12 0.28% 7.26% 6.2% 4.12% 3.98% 42.32% 2.78% 2.51% 2.4% 0.05%
2025/05/13 0.41% 10.01% 6.52% 4.36% 5.69% 22.07% 3.19% 4.46% 1.73% 0.17%
2025/05/14 0.68% 11.48% 4.58% 5.45% 4.09% 31.64% 2.86% 3.01% 1.05% 0.3%
2025/05/15 0.44% 10.36% 4.51% 4.73% 3.97% 37.71% 2.59% 2.22% 2.05% 0.42%
2025/05/16 0.95% 14.96% 7.82% 5.45% 5.66% 13.66% 3.7% 3.43% 4.52% 0.56%
2025/05/17 0.35% 9.49% 4.28% 3.04% 4.4% 33.59% 3.29% 2.07% 3.95% 0.2%
2025/05/18 0.21% 8.1% 4.21% 1.89% 4.67% 14.45% 3.05% 2.96% 4.16% 23.73%
2025/05/19 0.2% 6.48% 3.74% 1.51% 2.98% 33.99% 2.22% 2.49% 2.85% 7.51%
2025/05/20 0.17% 13.8% 6.57% 5.13% 5.71% 15.64% 3.2% 3.75% 4.68% 0%
2025/05/21 0.13% 10.81% 4.21% 2.26% 3.53% 24.17% 2.31% 2.54% 3.82% 6.99%
2025/05/22 63.64% 4.95% 2.47% 1.3% 1.44% 12.67% 0.8% 1.18% 1.2% 0.16%
2025/05/23 71.62% 4.59% 2.71% 1.39% 1.74% 2.18% 1.39% 1.2% 0.92% 0.12%
2025/05/24 74.94% 4.39% 2.16% 1.09% 1.76% 1% 1.41% 0.93% 0.49% 0.05%
2025/05/25 67.45% 4.11% 2.31% 0.47% 1.94% 9.49% 1.09% 1.37% 0.74% 0%
2025/05/26 75.42% 3.13% 1.85% 0.87% 1.92% 2.21% 1.08% 1.32% 1.79% 0.11%
2025/05/27 69.62% 3.51% 1.77% 0.47% 1.6% 1.46% 1.19% 0.76% 1.23% 4.09%
2025/05/28 73.14% 4.37% 2.19% 0.95% 1.78% 1.52% 1.24% 1.55% 1.37% 0.13%
2025/05/29 71.46% 4.64% 2.06% 1.3% 1.95% 1.14% 1.46% 1.29% 0.69% 0%
2025/05/30 72.01% 4.09% 1.65% 1.84% 1.84% 2.64% 1.29% 1.34% 0.82% 0.17%
2025/05/31 74.74% 4.92% 2.2% 2.14% 2.09% 1.34% 0.96% 0.63% 0.11% 0.09%

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Skyscanner’s impression share surged dramatically in late May, peaking at 75.42%. Booking.com and Hotels.com saw declines, while Amazon’s share fluctuated. The month concluded with Skyscanner leading.

Campaign Efficiency

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

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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  1. 1
    Flyscanner: Fly from $19 - Airlines Deals from $19 https://www.fly-scanner.com

    Get discounted flights starting from $19. Compare & Book in 1 search. It's quick and easy.

  2. 2
    Book Hotels on Hotels.com | Fully Refundable Options https://www.hotels.com › hotels › book_now

    Compare Options & You Can Save. Browse Reviews & Photos. Book Hotels on Hotels.com.

  3. 3
    Rome2Rio https://www.rome2rio.com

    How to get from A to B — Find the best way to get to your destination. Bus, train, air, ferry & rideshare. Find how to get anywhere. Compare travel options. Find how to get anywhere. Compare travel options.

  4. 4
    Skyscanner https://www.skyscanner.com

    Flights. Hotels. Car Rental — Compare Prices from 1200 Travel Companies Right Here. See all your Options and Book Today. No Hidden Fees. No Hidden Charges. It’s Your World. We’ll Help You Explore It.

  5. 5
    Wanderu https://www.wanderu.com

    Wanderu Bus & Train Tickets — We search hundreds of carriers across North America & Europe to find you the best deals. Book...

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In the competitive world of travel PPC, Flyscanner entices with flights from $19, emphasizing affordability and ease. Hotels.com highlights flexibility with refundable options, while Rome2Rio offers comprehensive travel solutions. Skyscanner promises transparency and exploration, and Wanderu focuses on extensive carrier searches for the best deals.

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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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