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US Travel Travel Technology - PPC Market Share Analysis June 2026

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.

Travel Technology – US

Google AI Overview visibility for Travel Travel Technology 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 8.73523461463
91.2647653854
8%

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 29
71
28%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 36%
Transactional 6%
Navigational 10%
Seasonal 0%
Local 0%
Problem Solving 7%

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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
Share of Clicks - Last month
Domain Share of clicks
skyscanner.com 38.09
cheapoair.com 25.12
flight-fare.com 7.74
kayak.com 4.12
southwest.com 3.72
skyluxtravel.com 3.49
onetravel.com 3.14
booking.com 2.42
justfly.com 2.4
rome2rio.com 2.32
others 7.44
  • skyscanner.com - 38.09%
  • cheapoair.com - 25.12%
  • flight-fare.com - 7.74%
  • kayak.com - 4.12%
  • southwest.com - 3.72%
  • skyluxtravel.com - 3.49%
  • onetravel.com - 3.14%
  • booking.com - 2.42%
  • justfly.com - 2.4%
  • rome2rio.com - 2.32%
  • others - 7.44%

Copyright © Adthena. All rights reserved.

Skyscanner dominates with 38.09% click share, followed by Cheapoair at 25.12%. Others collectively hold 7.44%, showcasing diverse competition.

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
Share of Spend - Last Month
Date cheapoair.com skyscanner.com southwest.com kayak.com flight-fare.com booking.com skyluxtravel.com save70.com justfly.com onetravel.com
2026/05/01 44.02% 8.72% 0.02% 0.45% 3.74% 0.76% 37.92% 0% 0.01% 0.02%
2026/05/02 39.06% 13.05% 0.08% 23.01% 18.04% 1.51% 0.07% 0.01% 0.12% 0.03%
2026/05/03 45.44% 3.35% 13.97% 0.43% 2.68% 0.94% 0.01% 0% 4.61% 25.32%
2026/05/04 29.6% 4.93% 0.12% 17.57% 17.39% 0.84% 0.06% 0.01% 0.08% 24.5%
2026/05/05 50.38% 7.95% 16.8% 0.67% 1.64% 18.2% 0.14% 0% 0.04% 0%
2026/05/06 37.47% 14.45% 12.44% 0.44% 0.09% 7.03% 12.18% 8.36% 0.04% 4.24%
2026/05/07 41.67% 3.87% 0.05% 0.29% 12.56% 0.67% 37.45% 0% 0.02% 0%
2026/05/08 27.67% 36.2% 0.05% 21.55% 10.95% 0.56% 0.09% 0% 0.02% 0.01%
2026/05/09 41.87% 14.61% 14% 12.2% 1.56% 7.85% 0.04% 4.69% 0.04% 0.01%
2026/05/10 30.19% 22.22% 10.09% 8.99% 4.11% 0.56% 0.01% 3.4% 17.63% 0.02%
2026/05/11 25.94% 25.89% 0.04% 7.73% 1.06% 5.02% 25.21% 0% 6.18% 0.01%
2026/05/12 45.01% 26.66% 0.04% 10.64% 0.51% 12.97% 0.06% 0.03% 0.1% 0%
2026/05/13 49.58% 20.92% 0.06% 0.73% 0.47% 0.96% 21.66% 0% 0.04% 0%
2026/05/14 47.2% 20.88% 12.56% 11.3% 3.23% 0.65% 0.19% 0% 0.05% 0%
2026/05/15 27.67% 36.2% 0.05% 21.55% 10.95% 0.56% 0.09% 0% 0.02% 0.01%
2026/05/16 23.42% 17.14% 20.71% 0.5% 9.35% 11.26% 10.09% 0% 3.47% 0%
2026/05/17 57.81% 32.06% 0.11% 0.65% 2.13% 1.32% 0.02% 0% 0.08% 0%
2026/05/18 50.54% 20.58% 0.1% 0.4% 2.98% 0.78% 15.17% 0% 5.14% 0%
2026/05/19 45.66% 6.45% 0.1% 0.69% 0.13% 0.83% 0.18% 0% 14.48% 18.38%
2026/05/20 32.25% 29.29% 0.14% 9.57% 15% 0.43% 10.54% 0% 0.01% 0%
2026/05/21 31.25% 17.27% 12.58% 0.5% 1.42% 7.11% 12.22% 0.03% 0.01% 11.35%
2026/05/22 46.15% 29.92% 0.35% 1.11% 2.26% 12.03% 0.16% 0.01% 0.03% 0.02%
2026/05/23 35.57% 14.76% 28.52% 0.4% 7.73% 0.81% 9.23% 0% 0.03% 0.01%
2026/05/24 54.68% 7.62% 10.54% 0.43% 7.66% 5.99% 10.12% 0% 0.02% 0.01%
2026/05/25 0.92% 57.03% 0.54% 1.19% 2.04% 4.27% 0.31% 0.05% 14.58% 0.14%
2026/05/26 36.48% 38.83% 0.07% 0.59% 1.79% 1.23% 0.04% 0.03% 4.38% 12.1%
2026/05/27 41.41% 32.65% 10.39% 0.59% 1.39% 0.98% 0.04% 0.02% 0.02% 9.38%
2026/05/28 23.76% 31.36% 0.07% 20.7% 6.63% 0.66% 7.67% 0% 0% 7.15%
2026/05/29 47.88% 28.4% 0.04% 18.61% 1.4% 0.69% 0.05% 0.01% 0% 0%
2026/05/30 48.46% 31.84% 12.16% 0.61% 2% 1.1% 0% 0.02% 0% 0.03%
2026/05/31 49.49% 24.51% 8.37% 7.49% 7.08% 0.75% 0.02% 0.02% 0.01% 0%
  • cheapoair.com
  • skyscanner.com
  • southwest.com
  • kayak.com
  • flight-fare.com
  • booking.com
  • skyluxtravel.com
  • save70.com
  • justfly.com
  • onetravel.com

Copyright © Adthena. All rights reserved.

In May 2026, Cheapoair.com led with fluctuating spend, peaking at 57.81%. Skyscanner.com surged on May 25 with 57.03%. Southwest.com and Kayak.com showed sporadic spikes. The month concluded with Cheapoair.com maintaining dominance.

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
Competitor Count - Last month
Date Competitor Count
2026/05/01 108
2026/05/02 107
2026/05/03 96
2026/05/04 101
2026/05/05 108
2026/05/06 111
2026/05/07 109
2026/05/08 110
2026/05/09 107
2026/05/10 115
2026/05/11 130
2026/05/12 126
2026/05/13 114
2026/05/14 111
2026/05/15 110
2026/05/16 119
2026/05/17 120
2026/05/18 118
2026/05/19 117
2026/05/20 122
2026/05/21 115
2026/05/22 121
2026/05/23 124
2026/05/24 117
2026/05/25 129
2026/05/26 145
2026/05/27 129
2026/05/28 124
2026/05/29 125
2026/05/30 132
2026/05/31 126

Copyright © Adthena. All rights reserved.

May saw a dynamic shift in advertisers, starting at 108 and peaking at 145 on the 26th. The month concluded with a robust 126, indicating a vibrant advertising landscape.

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
Market Loss & Market Gains - Last month
Name Market Trend
skyscanner.com 15.8%
rome2rio.com 0.81%
onetravel.com 0.56%
flightsearchdirect.com 0.55%
bookingbuddy.com 0.28%
booking.com -2.17%
skyluxtravel.com -2.24%
kayak.com -2.43%
save70.com -2.45%
flight-fare.com -4.45%

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Skyscanner.com soared with a 15.8% click share increase, while flight-fare.com plummeted by 4.45%. Rome2rio.com rose by 0.81%, contrasting booking.com’s 2.17% decline.

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 cheapoair.com skyscanner.com flight-fare.com kayak.com southwest.com booking.com skyluxtravel.com save70.com justfly.com onetravel.com
2026/05/01 32.04% 21.76% 21.32% 0.3% 0.02% 0.33% 21.28% 0% 0.02% 0.03%
2026/05/02 30.97% 32.7% 15.41% 15.88% 0.12% 0.58% 0.06% 0.01% 0.12% 0.07%
2026/05/03 40.32% 8.57% 16.09% 0.27% 8.04% 0.4% 0.01% 0% 8.05% 16.05%
2026/05/04 21.29% 11.27% 31.71% 10.95% 0.11% 0.33% 0.06% 0.01% 0.08% 21.07%
2026/05/05 37.88% 20.23% 9.55% 0.41% 9.49% 19.46% 0.14% 0% 0.03% 0%
2026/05/06 31.57% 17.48% 0.19% 0.4% 7.89% 8.42% 8.02% 15.61% 0.03% 7.82%
2026/05/07 36.76% 8.48% 29.38% 0.28% 0.05% 0.51% 22.11% 0% 0.02% 0.01%
2026/05/08 22.19% 37.63% 22.27% 15.06% 0.08% 0.38% 0.13% 0% 0.02% 0.02%
2026/05/09 36.6% 13.38% 9.63% 9.28% 9.25% 9.96% 0.06% 9.09% 0.04% 0.02%
2026/05/10 18.42% 27.55% 18.82% 4.79% 4.65% 0.59% 0.01% 4.61% 13.79% 0.01%
2026/05/11 23.42% 30.53% 6.39% 6.07% 0.07% 6.37% 17.64% 0.01% 5.93% 0.02%
2026/05/12 39.73% 28.69% 1.31% 8.25% 0.04% 16.43% 0.08% 0.16% 0.14% 0.01%
2026/05/13 51.04% 21.44% 1.2% 0.68% 0.08% 1.28% 17.58% 0.02% 0.05% 0%
2026/05/14 36.41% 27.03% 16.35% 7.57% 7.26% 0.65% 0.22% 0.01% 0.05% 0%
2026/05/15 22.19% 37.63% 22.27% 15.06% 0.08% 0.38% 0.13% 0% 0.02% 0.02%
2026/05/16 17.13% 16.71% 17.36% 0.34% 11.33% 11.89% 5.69% 0% 5.73% 0%
2026/05/17 43.11% 39.08% 11.3% 0.41% 0.16% 1.11% 0.02% 0% 0.08% 0%
2026/05/18 39.8% 24.58% 15.97% 0.19% 0.07% 0.38% 8% 0.02% 7.97% 0%
2026/05/19 43.39% 6.7% 0.3% 0.52% 0.18% 0.57% 0.25% 0% 14.5% 14.42%
2026/05/20 33.46% 28.58% 16.86% 8.73% 0.25% 0.35% 8.54% 0% 0.01% 0.01%
2026/05/21 31.83% 14.93% 8.43% 0.38% 8.02% 8.51% 8.04% 0.03% 0.03% 7.94%
2026/05/22 34.48% 22.73% 12.02% 0.67% 0.46% 12.24% 0.16% 0.03% 0.03% 0.02%
2026/05/23 33.89% 19.3% 14.11% 0.32% 20.54% 1.32% 6.81% 0% 0.02% 0.01%
2026/05/24 54.11% 8.69% 8.78% 0.42% 7.98% 8.59% 7.73% 0% 0.02% 0.02%
2026/05/25 0.99% 52.43% 3.05% 0.69% 0.64% 3.52% 0.27% 0.11% 19.65% 0.15%
2026/05/26 31.05% 43.46% 7.03% 0.37% 0.08% 1.17% 0.05% 0.03% 6.2% 6.21%
2026/05/27 38.2% 35.77% 7.19% 0.4% 6.42% 0.88% 0.05% 0.02% 0.02% 6.34%
2026/05/28 22.36% 33.51% 12.07% 16.9% 0.15% 0.81% 5.57% 0.01% 0% 5.55%
2026/05/29 40.02% 34.94% 7.48% 13.51% 0.04% 0.87% 0.05% 0.01% 0% 0%
2026/05/30 43.88% 32.83% 9.08% 0.44% 7.4% 1.42% 0% 0.03% 0% 0.04%
2026/05/31 46.37% 23.57% 13.14% 6.06% 5.99% 1.15% 0.04% 0.03% 0.01% 0%
  • cheapoair.com
  • skyscanner.com
  • flight-fare.com
  • kayak.com
  • southwest.com
  • booking.com
  • skyluxtravel.com
  • save70.com
  • justfly.com
  • onetravel.com

Copyright © Adthena. All rights reserved.

Cheapoair.com dominated May with fluctuating impressions, peaking at 54.11% on May 24. Skyscanner.com surged on May 25 with 52.43%. Flight-fare.com and kayak.com had modest shares, while southwest.com and booking.com showed sporadic spikes. The month ended with Cheapoair.com 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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Google Text Ad Copy Insights & Creative Trends for US Travel Travel Technology - Last month
  1. 1
    Cheap Flight Tickets | Get Great Deals https://www.cheapoair.com/

    Get Our Cheap Deals on Airline Tickets. Book Today on CheapOair®. Save on Future Trips!

  2. 2
    Compare flights for free | Find your flight in 5 minutes | KAYAK.com https://www.kayak.com

    Find cheap flights easily. Filter results for your perfect trip. Book now.

  3. 3
    Cheap Flight Tickets | Book & Save Now at OneTravel® https://www.onetravel.com/

    Search & Compare Your Favorite Airlines at OneTravel. 500+ Airlines. Search & Save Now.

  4. 4
    Cheap Business Class Flights - Premium Airlines at 1/2 Price https://www.skyluxtravel.com › discounted › business_class

    A Quick Call is Required to Unlock The Special Fares

  5. 5
    Skyscanner Flights - The Best Flight Deals For You https://www.skyscanner.com › cheap › flights

    Search flights, hotels and car hire in one place, and find the best time to book.

Copyright © Adthena. All rights reserved.

In the competitive world of travel, top advertisers like CheapOair, KAYAK, and OneTravel captivate with promises of affordability and convenience. CheapOair and OneTravel emphasize savings, while KAYAK highlights ease of comparison. Skylux Travel offers luxury at half price, and Skyscanner integrates flights, hotels, and car hire for seamless planning.

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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.

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