US Travel Travel Technology - PPC Market Share Analysis November 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.

Google AI Overview visibility for Travel Travel Technology 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	29.9200525682
	70.0799474318

29%

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	52
	48

52%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	31%
Transactional	4%
Navigational	7%
Seasonal	0%
Local	0%
Problem Solving	4%

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.

See more data

Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
skyscanner.com	72.96
booking.com	3.42
kayak.com	1.85
wanderu.com	1.51
skyscanner.net	1.3
hotels.com	1.06
cheapoair.com	0.95
agoda.com	0.92
vrbo.com	0.91
amazon.com	0.86
others	14.26

skyscanner.com - 72.96%
booking.com - 3.42%
kayak.com - 1.85%
wanderu.com - 1.51%
skyscanner.net - 1.3%
hotels.com - 1.06%
cheapoair.com - 0.95%
agoda.com - 0.92%
vrbo.com - 0.91%
amazon.com - 0.86%
others - 14.26%

In the PPC landscape, skyscanner.com dominates with 72.96% click share, overshadowing booking.com’s 3.42%. Meanwhile, ‘others’ collectively hold 14.26%, 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.

See more data

Share of Spend - Last Month

Share of Spend - Last Month
Date	skyscanner.com	booking.com	guesty.com	wanderu.com	hotels.com	kayak.com	cheapoair.com	amazon.com	agoda.com	rome2rio.com
2025/10/01	66.81%	3.73%	1.61%	1.93%	1.39%	1.42%	0.71%	0.82%	0.62%	1.15%
2025/10/02	69.18%	2.87%	1.77%	2.03%	1.64%	0.99%	0.71%	1%	0.28%	1.22%
2025/10/03	71.27%	4.04%	2.43%	2.08%	1.51%	1.96%	0.9%	0.57%	0.42%	0.79%
2025/10/04	71.08%	4.41%	2.79%	1.59%	1.83%	1.99%	1.22%	0.97%	0.55%	0.68%
2025/10/05	78.49%	3.37%	1.99%	1.6%	0.76%	1.69%	0.42%	0.75%	0.27%	0.29%
2025/10/06	76.58%	3.41%	1.51%	1.8%	1.34%	2.09%	0.37%	0.75%	0.89%	0.62%
2025/10/07	72.52%	3.19%	1.91%	2.08%	0.97%	2.82%	0.71%	1.26%	1.12%	0.65%
2025/10/08	60.92%	3.39%	2.61%	1.75%	1.94%	3.22%	0.96%	1.27%	0.95%	1.1%
2025/10/09	66.23%	3.25%	3.23%	1.64%	1.54%	2.93%	0.93%	0.92%	0.69%	0.31%
2025/10/10	72.24%	3.13%	3.18%	1.33%	0.98%	2.36%	1.42%	1.26%	0.66%	0.3%
2025/10/11	71.13%	2.31%	2.47%	1.41%	1.4%	2.12%	1.26%	0.8%	1.02%	0.97%
2025/10/12	76.62%	1.67%	3.36%	1.68%	1.43%	1.69%	0.8%	0.45%	0.36%	0.89%
2025/10/13	70.81%	2.5%	2.84%	1.66%	0.71%	1.72%	0.53%	0.81%	0.88%	1.31%
2025/10/14	63.71%	4.17%	4.82%	2.62%	1.4%	2.04%	1.17%	1.19%	2.65%	0.71%
2025/10/15	65.16%	3.51%	3.7%	2.23%	1.8%	2.25%	1.64%	1.34%	2.42%	0.97%
2025/10/16	64.65%	3.44%	3.6%	2.07%	0.83%	2.42%	1.44%	0.96%	1.71%	1.18%
2025/10/17	66.42%	2.65%	3.21%	2.12%	1%	1.76%	1.34%	0.37%	0.89%	1.6%
2025/10/18	69.8%	2.81%	2.92%	2.1%	1.29%	2.63%	1.34%	0.88%	0.53%	1.16%
2025/10/19	70.95%	2.39%	3.5%	2.44%	0.45%	2.27%	0.87%	1.18%	0.82%	1.7%
2025/10/20	72.86%	2.94%	2.72%	2.54%	0.72%	2.37%	0.52%	1.05%	0.6%	1.36%
2025/10/21	76.87%	2.82%	1.67%	1.84%	0.71%	2%	0.66%	0.75%	0.61%	1.09%
2025/10/22	73.5%	3.16%	1.88%	2.64%	0.75%	2.26%	1.05%	0.92%	1.02%	0.74%
2025/10/23	72.85%	2.47%	2.05%	2.68%	0.67%	2.33%	1.17%	1.02%	0.77%	0.73%
2025/10/24	68.77%	3.55%	1.91%	2.19%	0.61%	2.04%	1.07%	1.08%	1.07%	1.42%
2025/10/25	66.81%	3.4%	1.79%	2.58%	0.21%	1.55%	0.94%	1.11%	0.47%	0.87%
2025/10/26	71.08%	6.38%	2.61%	2.26%	0.2%	1.39%	0.45%	0.94%	1.49%	0.98%
2025/10/27	73.97%	4.32%	2.16%	2.15%	0.58%	1.96%	0.61%	0.95%	1.18%	0.37%
2025/10/28	69.88%	4.89%	2.49%	1.87%	1.37%	1.74%	0.62%	1.33%	2.12%	1.55%
2025/10/29	73.1%	3.99%	1.93%	1.68%	0.87%	1.92%	0.87%	0.58%	1%	1.07%
2025/10/30	60.85%	2.84%	2.74%	2.66%	0.62%	2.36%	1.26%	1.06%	1.16%	1.02%
2025/10/31	57.82%	5.77%	2.86%	2.85%	2.57%	2.53%	2.19%	1.85%	1.83%	0.76%

skyscanner.com
booking.com
guesty.com
wanderu.com
hotels.com
kayak.com
cheapoair.com
amazon.com
agoda.com
rome2rio.com

Skyscanner dominated October, peaking at 78.49% on the 5th, but ended at 57.82%. Booking.com fluctuated, spiking to 6.38% on the 26th. Guesty and Wanderu showed steady growth, while Hotels.com and Cheapoair had minor gains.

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.

See more data

Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2025/10/01	132
2025/10/02	129
2025/10/03	128
2025/10/04	125
2025/10/05	123
2025/10/06	127
2025/10/07	133
2025/10/08	133
2025/10/09	123
2025/10/10	136
2025/10/11	134
2025/10/12	123
2025/10/13	126
2025/10/14	123
2025/10/15	128
2025/10/16	128
2025/10/17	117
2025/10/18	121
2025/10/19	128
2025/10/20	135
2025/10/21	117
2025/10/22	120
2025/10/23	126
2025/10/24	129
2025/10/25	114
2025/10/26	125
2025/10/27	123
2025/10/28	125
2025/10/29	131
2025/10/30	133
2025/10/31	126

Advertisers fluctuated throughout October, peaking at 136 on the 10th. The month concluded with 126 advertisers, reflecting a dynamic 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.

See more data

Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
google.com	1.11%
booking.com	1.04%
skyscanner.net	0.87%
cheapflights.com	0.67%
save70.com	0.53%
princess.com	-0.09%
hotels.com	-0.35%
vrbo.com	-0.41%
fly-scanner.com	-0.57%
skyscanner.com	-5.81%

Google.com and Booking.com lead with click share gains, while Skyscanner.com faces the steepest 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.

See more data

Date	skyscanner.com	booking.com	cheapoair.com	kayak.com	wanderu.com	hotels.com	turo.com	amazon.com	fly-scanner.com	skyscanner.net
2025/10/01	64.42%	3.92%	0.78%	1.58%	1.64%	1.4%	0.6%	1.08%	9.78%	0.09%
2025/10/02	67.08%	2.92%	1.02%	1.07%	1.76%	1.59%	0.52%	1.26%	0.16%	2.72%
2025/10/03	72.94%	4.16%	1.05%	2.07%	2.04%	1.49%	1.09%	0.62%	0.44%	0%
2025/10/04	73.36%	4.08%	1.36%	2.07%	1.62%	1.89%	1.29%	1.12%	0.11%	0%
2025/10/05	80.84%	3.2%	0.39%	1.71%	1.64%	0.74%	0.97%	0.84%	0.23%	0%
2025/10/06	78.54%	3.41%	0.36%	2.07%	1.86%	1.32%	1.01%	0.75%	0.22%	0%
2025/10/07	74.9%	3.07%	0.62%	2.72%	2.33%	0.85%	1.17%	1.37%	0.31%	0.12%
2025/10/08	63.81%	3.17%	0.93%	2.98%	1.95%	1.68%	0.95%	1.36%	4.7%	0%
2025/10/09	67.65%	3%	0.84%	2.54%	1.96%	1.35%	0.77%	1%	0.44%	6.93%
2025/10/10	76.87%	2.74%	1.22%	2.03%	1.47%	0.86%	0.79%	1.3%	0.11%	0%
2025/10/11	75.49%	2.01%	1.06%	1.82%	1.47%	1.14%	0.65%	0.74%	0.3%	3.23%
2025/10/12	82.14%	1.53%	0.74%	1.39%	1.71%	1.16%	0.74%	0.41%	0.2%	0.05%
2025/10/13	77%	1.95%	0.43%	1.34%	1.64%	0.66%	0.75%	0.73%	3.95%	0%
2025/10/14	71.82%	3.54%	1.05%	1.79%	2.54%	1.26%	1.04%	0.97%	0.25%	0%
2025/10/15	72.22%	2.87%	1.29%	1.81%	2.1%	1.51%	0.82%	1.14%	0.33%	3.35%
2025/10/16	70.93%	2.95%	1.13%	2%	1.9%	0.62%	0.98%	0.76%	0.12%	0%
2025/10/17	72.66%	2.23%	1.17%	1.51%	1.84%	0.79%	0.76%	0.37%	4.08%	0%
2025/10/18	74.91%	2.46%	1.17%	2.31%	1.73%	1.13%	0.89%	0.75%	3.04%	0%
2025/10/19	76.02%	2.34%	0.88%	2.14%	1.86%	0.34%	0.78%	1.16%	0.18%	0.05%
2025/10/20	77.48%	2.76%	0.54%	2.06%	1.94%	0.61%	0.77%	0.89%	0.05%	0%
2025/10/21	80.28%	2.46%	0.69%	1.85%	1.51%	0.59%	0.93%	0.57%	0%	0%
2025/10/22	76.16%	3.01%	1.12%	2.2%	1.95%	0.58%	0.85%	0.83%	0.05%	0.1%
2025/10/23	76.86%	2.34%	1.14%	2.1%	1.88%	0.5%	0.96%	0.93%	0.09%	0%
2025/10/24	68.54%	3.51%	1.22%	1.94%	1.53%	0.58%	0.82%	1.05%	0.05%	7.77%
2025/10/25	66.2%	3.36%	0.96%	1.33%	1.76%	0.15%	0.73%	0.92%	0%	0.04%
2025/10/26	73.37%	7.23%	0.51%	1.22%	1.51%	0.16%	0.95%	0.84%	0.06%	3.57%
2025/10/27	77.76%	4.04%	0.64%	1.83%	1.63%	0.46%	1.24%	0.77%	0.05%	0.1%
2025/10/28	75.2%	4.32%	0.67%	1.65%	1.53%	1.35%	1.29%	1.15%	0%	0%
2025/10/29	75.7%	3.68%	0.97%	1.88%	1.52%	0.88%	1.07%	0.55%	0.07%	0%
2025/10/30	58.57%	2.54%	1.18%	2.38%	1.9%	0.61%	1.2%	1.03%	0.08%	7.85%
2025/10/31	61.62%	5.14%	2.61%	2.58%	2.53%	2.15%	2.06%	1.96%	0.2%	0%

skyscanner.com
booking.com
cheapoair.com
kayak.com
wanderu.com
hotels.com
turo.com
amazon.com
fly-scanner.com
skyscanner.net

Skyscanner.com dominated October, peaking at 82.14% on the 12th. Booking.com saw a late surge, ending at 5.14%. Fly-scanner.com started strong but faded, closing at 0.20%.

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.

See more data

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

1
Cheapflights.com https://www.cheapflights.com › vuelos
Busca vuelos con Cheapflights — Mejores ofertas con una búsqueda fácil. Compara vuelos baratos y elige el más adecuado. Tu vuelo...
2
Get Unbeatable Flight Fares | Exclusively Handpicked Deals https://www.flight-fare.com › cheap › flights
The Best Flight Comparison Website, Search now for Cheap Airline Flights and Start Saving
3
Flights from $19 - No Extra Fees Guaranteed https://www.fly-scanner.com
Choose the cheapest flight without commissions and extra fees, save up to 60%. Trying to find...
4
-70% Cheapest Flight Deals | Don't Overpay on Airfare https://www.save70.com/
Cheapest Flights. Unsold Seats at Last Minute Offers. Save in Seconds. Book Now Online! Best...
5
Skyscanner https://www.skyscanner.com
Search, Compare and Book Now — Compare Prices from 1200 Travel Companies Right Here. See all your Options and Book Today. No...

In the competitive world of travel, five advertisers stand out with compelling PPC text ads. Cheapflights.com entices with easy searches for the best deals. Flight-fare.com promises unbeatable, handpicked fares. Fly-scanner.com highlights no extra fees, offering savings up to 60%. Save70.com lures with last-minute deals, boasting up to 70% off. Skyscanner.com provides a comprehensive comparison from 1,200 companies, ensuring informed choices. Each ad uniquely appeals to budget-conscious travelers, emphasizing savings and convenience.

Frequently Asked Questions

Why is the US Travel Travel Technology November 2025 Report useful and how should I use it?

Why is the US Travel Travel Technology November 2025 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 Technology November 2025 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 Technology November 2025 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 Technology November 2025 Report?

The US Travel Travel Technology November 2025 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.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The US Travel Travel Technology November 2025 Report aggregates data from across both device types and Google Shopping.
Who is this US Travel Travel Technology November 2025 Report for?

The US Travel Travel Technology November 2025 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

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

Travel

UK Travel Technology

AUS

Travel

US Travel Travel Technology - PPC Market Share Analysis November 2025

Travel Technology – US

Google AI Overview visibility for Travel Travel Technology US

AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 US Travel Travel Technology brands

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

Competitor Count for US Travel Travel Technology

Market Loss & Market Gains for US Travel Travel Technology

US Travel Travel Technology Share of Impressions

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

Frequently Asked Questions

Why is the US Travel Travel Technology November 2025 Report useful and how should I use it?

Why is the US Travel Travel Technology November 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the US Travel Travel Technology November 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this US Travel Travel Technology November 2025 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 Technology

AUS Travel Technology