US Travel Destinations - PPC Market Share Analysis December 2024

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Destinations 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 Destinations 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
rockefellercenter.com	1.81
cheapcaribbean.com	1.89
walmart.com	1.89
etsy.com	2.06
target.com	2.14
viator.com	2.74
expedia.com	4.16
windsorstore.com	7.5
go.com	10.47
amazon.com	16.3
others	49.04

Amazon leads with a 16.3% click share, followed by go.com at 10.47%. Windsorstore.com captures 7.5%, while others dominate with 49.04%.

Market Exposure

Share of Spend for the top 10 US Travel Destinations 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	amazon.com	expedia.com	go.com	viator.com	vrbo.com	tripadvisor.com	walmart.com	beaches.com	etsy.com	target.com
2024/12/01	21.38%	5.35%	5.09%	3.07%	1.99%	1.68%	3.46%	2.24%	1.77%	5.21%
2024/12/02	13.16%	5.89%	7.95%	3.23%	2.42%	1.94%	2.58%	2.28%	1.41%	3.73%
2024/12/03	10.48%	7.26%	7.88%	3.28%	2.34%	1.87%	2.66%	2.67%	1.57%	2.75%
2024/12/04	13.33%	7.18%	3.37%	3.07%	2.66%	2.42%	2.82%	1.79%	1.5%	6.98%
2024/12/05	13.54%	6.66%	5.36%	2.95%	2.04%	1.64%	3.83%	1.94%	2.03%	4.45%
2024/12/06	12.08%	6.45%	5.2%	2.89%	2.05%	1.56%	2.5%	2.38%	3.03%	3%
2024/12/07	14.84%	6.06%	5.96%	3.4%	2.35%	1.64%	3.7%	2.13%	2.98%	2.96%
2024/12/08	9.95%	6.8%	6.26%	4.12%	3.14%	2.41%	1.63%	1.88%	2.16%	1.76%
2024/12/09	12.7%	6.28%	6.31%	3.84%	2.07%	1.94%	1.43%	2.61%	2.83%	0.62%
2024/12/10	9.85%	5.97%	6.52%	3.78%	2.27%	1.68%	0.83%	2.54%	3.12%	0.78%
2024/12/11	10.28%	5.88%	5.64%	4.32%	2.64%	2.83%	2.69%	2.36%	1.69%	1.48%
2024/12/12	12.32%	5.39%	4.49%	3.2%	2.08%	1.75%	2.28%	2.38%	1.8%	3.85%
2024/12/13	13.9%	5.78%	6.12%	3.28%	2.47%	1.53%	1.1%	2.14%	2.88%	3.55%
2024/12/14	15.05%	5.34%	4.97%	3.59%	2.57%	1.72%	2.72%	2%	1.53%	2.6%
2024/12/15	6.81%	6.88%	5.11%	5.44%	3.32%	2.21%	0.92%	2.14%	1.75%	1.43%
2024/12/16	14.79%	5.17%	3.59%	4.02%	2.25%	1.44%	1.67%	2.13%	2.23%	4.83%
2024/12/17	9.31%	6.13%	5.36%	4.59%	2.67%	1.45%	1.2%	2.82%	1.65%	2.11%
2024/12/18	7.96%	5.91%	5.67%	4.19%	2.45%	1.54%	1.78%	2.39%	1.68%	0.87%
2024/12/19	10.73%	5.72%	5.59%	4.29%	2.33%	1.65%	2.84%	2%	1.63%	0.92%
2024/12/20	12.57%	5.89%	6.44%	4.22%	2.22%	1.79%	2.03%	1.17%	1.32%	1.24%
2024/12/21	10.88%	5.86%	4.6%	4.6%	3.26%	1.86%	3.06%	0.65%	2.3%	2.54%
2024/12/22	11.83%	5.99%	5.45%	4.9%	3.75%	2.48%	1.89%	0.64%	1.58%	3.86%
2024/12/23	8.65%	7.29%	6.74%	4.6%	2.18%	2.6%	0.59%	0.64%	0.87%	3.97%
2024/12/24	13.4%	5.33%	7.13%	3.96%	1.77%	1.57%	2.28%	1.45%	2.09%	6.49%
2024/12/25	22.77%	4.78%	4.81%	3.46%	1.64%	1.59%	1.11%	1.42%	1.73%	3.63%
2024/12/26	19.02%	5.62%	5.13%	4.19%	1.88%	2.08%	1.56%	1.23%	2.13%	1.19%
2024/12/27	16.18%	7.37%	7.27%	4.33%	2.66%	2.88%	0.8%	1.72%	1.44%	0.85%
2024/12/28	11.01%	7.98%	7.86%	5.3%	3.73%	3.06%	0.66%	1.41%	1.22%	0.85%
2024/12/29	12.7%	7.57%	6.73%	5.14%	3.14%	3.08%	0.45%	1.68%	1.87%	0.51%
2024/12/30	17.06%	6.5%	4.58%	4.84%	2.71%	3.29%	0.47%	1.84%	1.6%	0.74%
2024/12/31	10.4%	7.5%	5.56%	4.07%	2.94%	2.68%	2.02%	1.82%	1.11%	0.6%

In December 2024, Amazon’s PPC spend share fluctuated, peaking at 22.77% on the 25th. Expedia maintained a steady presence, while Go.com saw a mid-month dip. Viator’s share rose towards month’s end, and Walmart experienced a decline. The month concluded with Amazon leading, followed by Expedia and Go.com.

Market Exposure

Competitor Count for US Travel Destinations

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
2024/12/01	2163
2024/12/02	2304
2024/12/03	2116
2024/12/04	2370
2024/12/05	2435
2024/12/06	2260
2024/12/07	2167
2024/12/08	2152
2024/12/09	2186
2024/12/10	2095
2024/12/11	2324
2024/12/12	2440
2024/12/13	2185
2024/12/14	2166
2024/12/15	2069
2024/12/16	2009
2024/12/17	2063
2024/12/18	2114
2024/12/19	2203
2024/12/20	2386
2024/12/21	2096
2024/12/22	2107
2024/12/23	2334
2024/12/24	1985
2024/12/25	2252
2024/12/26	2123
2024/12/27	2078
2024/12/28	2152
2024/12/29	2063
2024/12/30	2141
2024/12/31	1997

December saw fluctuating advertiser numbers, peaking at 2,440 on December 12. The month concluded with a dip to 1,997 on December 31.

Campaign Efficiency

Market Loss & Market Gains for US Travel Destinations

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
goldbelly.com	2.24%
go.com	1.58%
viator.com	0.69%
tripadvisor.com	0.54%
amazon.com	0.43%
beaches.com	-0.54%
walmart.com	-0.6%
turtlebeach.com	-0.69%
etsy.com	-0.77%
target.com	-0.96%

Goldbelly.com soared with a 2.24 increase, while target.com plummeted by -0.96. Viator.com and go.com also saw significant gains, contrasting with etsy.com’s decline.

Campaign Efficiency

US Travel Destinations 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	amazon.com	expedia.com	go.com	walmart.com	windsorstore.com	etsy.com	viator.com	vrbo.com	target.com	goldbelly.com
2024/12/01	31.53%	3.45%	2.6%	5.44%	6.63%	3.99%	1.79%	1.53%	6.69%	0.57%
2024/12/02	23.36%	4.13%	4.08%	3.88%	7.83%	3.2%	2.03%	2.03%	5.03%	0.04%
2024/12/03	19.36%	5.11%	4.4%	4.59%	6.4%	4.04%	2.05%	1.99%	5.33%	0.39%
2024/12/04	23.48%	5.48%	1.91%	4.08%	5.73%	2.96%	2.06%	2.33%	8.27%	0%
2024/12/05	25.85%	4.63%	2.84%	5.47%	3.06%	4.63%	1.8%	1.77%	5.21%	0.26%
2024/12/06	22.32%	4.4%	2.76%	3.84%	6.08%	5.85%	1.79%	1.62%	5.1%	0.15%
2024/12/07	25.18%	4.25%	2.74%	4.91%	2.58%	5.65%	2.09%	1.74%	4.33%	0.15%
2024/12/08	19.04%	5.1%	3.4%	2.45%	5.83%	4.86%	2.73%	2.57%	3.5%	0.89%
2024/12/09	24.25%	4.26%	2.85%	2.49%	4.11%	6.56%	2.35%	1.54%	1.15%	0.8%
2024/12/10	18.94%	4.24%	3.65%	1.62%	3.17%	6.39%	2.28%	1.92%	1.25%	0.05%
2024/12/11	18.07%	4.61%	3.62%	4.53%	1.35%	3.51%	3.32%	2.6%	3.23%	0.44%
2024/12/12	23.1%	3.62%	2.52%	3.5%	4.62%	4.36%	2.17%	1.78%	5.01%	0.2%
2024/12/13	24.99%	4.11%	3.28%	1.97%	2.58%	5.95%	2.11%	1.98%	7.29%	0.3%
2024/12/14	25.88%	3.62%	2.58%	4.37%	2.3%	3.86%	2.36%	2.22%	3.98%	0.75%
2024/12/15	12.37%	5.71%	3.5%	1.52%	6.16%	3.67%	4.33%	3.26%	2.84%	0.94%
2024/12/16	26.12%	3.41%	2.01%	3.75%	6.68%	4.41%	2.48%	1.7%	6.71%	3.77%
2024/12/17	19.8%	4.77%	2.97%	2.45%	4.06%	3.44%	3.44%	2.39%	3.18%	0.65%
2024/12/18	14.31%	4.85%	3.79%	5.06%	4.18%	4.09%	3.08%	2.45%	1.76%	3.05%
2024/12/19	19%	4.27%	3.1%	4.05%	7.93%	2.8%	2.9%	1.84%	1.82%	6.34%
2024/12/20	20.49%	4.3%	3.56%	3.81%	5.5%	2.56%	2.95%	1.95%	2.11%	5.94%
2024/12/21	19.72%	4.3%	2.66%	4.91%	2.51%	3.92%	3.13%	2.85%	4.46%	8.98%
2024/12/22	19.57%	4.72%	3.33%	2.95%	5.54%	3.68%	3.87%	3.32%	4.47%	2.62%
2024/12/23	15.95%	6.01%	4.27%	1.72%	5.11%	2.28%	3.53%	2.1%	4.2%	2.19%
2024/12/24	23.83%	3.99%	4.56%	4.08%	2.3%	3.4%	2.91%	1.69%	7.26%	1.86%
2024/12/25	32.28%	2.92%	2.66%	2.02%	8.2%	3.3%	2.06%	1.24%	4.59%	3.05%
2024/12/26	27.83%	3.89%	3.24%	2.18%	2.98%	3.87%	2.94%	1.68%	2.22%	3.08%
2024/12/27	31.31%	5.48%	4.24%	2.2%	2.13%	3.18%	3.05%	2.38%	1.91%	0%
2024/12/28	23.05%	6.35%	4.33%	1.78%	5.04%	2.77%	4.02%	3.09%	2.12%	0%
2024/12/29	23.45%	6.27%	3.69%	1.06%	3.21%	4.05%	4.06%	2.94%	1.8%	0%
2024/12/30	27.07%	5.01%	2.87%	1.19%	2.19%	3.83%	3.6%	2.53%	2.12%	0.18%
2024/12/31	18.62%	5.69%	3.74%	3.55%	3.1%	3.04%	2.96%	2.7%	2.24%	0%

December saw Amazon’s PPC impression share fluctuate, peaking at 32.28% on the 25th. Expedia’s share rose steadily, ending at 5.69%. Goldbelly spiked to 8.98% on the 21st, closing the month at 0.18%.

Campaign Efficiency

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

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
Walt Disney World® | Official Site https://disneyworld.disney.go.com
Four Magical Theme Parks and Resorts. Recreation. Amazing Dining Options. Shopping & More. Visit...
2
The Top Northern Lights Trips https://www.nathab.com › northern-lights › aurora-borealis
WWF Travel Partner — See the Aurora Borealis in Churchill, the Best Viewing Place on Earth. 7 Days $7995
3
Charles Schwab® https://www.schwab.com
Full-Service Brokerage Firm — Building Trust Is Our Priority. Learn More About Our Satisfaction And Security Guarantees. Learn About...
4
Fully Custom Tour Packages - Norway Northern Lights 2025 https://www.travellocal.com
Tailor your Norway adventure: discover Northern Lights, scenic fjords & stunning auroras. See the Northern Lights with tailor-made tours designed by...
5
Windsor | Windsor Clothing https://www.windsorstore.com
Check Out Our New Arrivals. Affordable Looks. Modern Styles. Skirts, Dresses, Tops & More! Free Shipping Over $75+. 300+ Stores In The US. Get The Perfect Look At Affordable Prices.

In the bustling world of Google PPC, top-performing ads reveal captivating stories. Bryant Park entices with NYC’s winter charm, while Disney and Universal promise magical escapes. Kensington Tours and TravelLocal offer bespoke Norwegian adventures, highlighting the allure of the Northern Lights. Meanwhile, One World Observatory and Rockefeller Center showcase NYC’s iconic skyline. Each ad weaves a narrative of unique experiences, drawing travelers into a world of wonder and discovery.

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