US Travel Transportation - PPC Market Share Analysis December 2024

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Transportation 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 Transportation 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
cheapflights.com	2.31
cheapoair.com	2.36
jetblue.com	2.54
kayak.com	4.11
priceline.com	4.97
expedia.com	7.3
united.com	7.38
aa.com	9.66
enterprise.com	10.15
southwest.com	13.6
others	35.62

In the travel PPC landscape, Southwest leads with 13.6% click share, followed by Enterprise at 10.15%. ‘Others’ dominate with 35.62%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US Travel Transportation 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	expedia.com	priceline.com	kayak.com	southwest.com	enterprise.com	united.com	cheapoair.com	aa.com	booking.com	turo.com
2024/12/01	13.89%	9.24%	8.26%	4.94%	5.98%	4.04%	3.46%	3.75%	1.93%	3.53%
2024/12/02	15.35%	8.76%	8.6%	4.17%	6.44%	3.53%	2.75%	2.75%	3.03%	3.47%
2024/12/03	15.24%	9.6%	8.93%	3.86%	6%	2.94%	3.12%	3.08%	3.04%	3.13%
2024/12/04	15.58%	9.48%	7.76%	3.64%	5.5%	3.29%	3.12%	3.1%	3.04%	3.3%
2024/12/05	14.88%	9.5%	6.56%	3.93%	5.25%	4.14%	3.68%	3.75%	2.69%	2.95%
2024/12/06	14.53%	10.58%	6.48%	4%	5.34%	3.69%	4.09%	3.28%	2.58%	2.82%
2024/12/07	15.11%	10.24%	7.06%	3.8%	6%	3.82%	3.6%	3.12%	3.19%	3.9%
2024/12/08	14.56%	9.92%	8.66%	3.27%	5.4%	3.61%	3.41%	2.82%	3.04%	3.84%
2024/12/09	13.86%	10.34%	6.91%	3.24%	5.46%	4.28%	3.71%	3.24%	2.85%	3.06%
2024/12/10	14.26%	10.02%	7.82%	3.46%	6.67%	3.8%	3.44%	3.08%	3.01%	2.9%
2024/12/11	14.36%	10.52%	7.6%	3.53%	6.76%	3.2%	3.14%	2.76%	3.82%	3.53%
2024/12/12	13.89%	9.81%	7.56%	3.21%	7.1%	3.49%	3.19%	2.94%	3.5%	3.47%
2024/12/13	13.03%	9.87%	5.97%	4.29%	6.51%	4.64%	3.73%	4.49%	3.02%	2.66%
2024/12/14	14.01%	10.13%	7.38%	3.74%	7.18%	3.92%	3.7%	4.03%	3.52%	3.37%
2024/12/15	13.52%	9.75%	6.09%	4.34%	6.97%	4.36%	4%	3.44%	3.21%	3%
2024/12/16	13.59%	10.22%	5.85%	3.83%	6.73%	3.76%	4.43%	3.81%	2.9%	2.65%
2024/12/17	15.17%	9.7%	7.18%	3.85%	6.83%	2.92%	3.42%	2.84%	2.65%	2.54%
2024/12/18	15.07%	9.39%	7.05%	4.77%	6.82%	3.8%	3.06%	3.53%	3.48%	3.22%
2024/12/19	13.7%	8.26%	6.94%	4.76%	6.38%	3.89%	2.8%	3.65%	3.19%	3.58%
2024/12/20	13.47%	8.45%	7.13%	5.63%	4.53%	3.67%	3.54%	4.1%	3.17%	3.22%
2024/12/21	13.75%	8.37%	6.43%	5.26%	4.81%	4%	3.91%	4.44%	3.33%	2.68%
2024/12/22	14.24%	7.03%	7.03%	5.98%	5.42%	4.17%	3.5%	4.19%	2.84%	2.77%
2024/12/23	15.16%	7.87%	7.53%	4.75%	4.73%	3.61%	3.27%	4.66%	3.44%	2.93%
2024/12/24	14.31%	7.5%	6.55%	6.13%	5.93%	4.67%	3.77%	3.64%	3.04%	2.71%
2024/12/25	15.89%	8.47%	7.42%	5.4%	4.96%	3.72%	3.81%	3.05%	3.77%	3.5%
2024/12/26	15.41%	7.73%	7.19%	6.12%	5.42%	3.45%	4.36%	3.92%	3.45%	2.27%
2024/12/27	16.44%	9.03%	8.53%	5.14%	5.35%	3.45%	3.21%	2.28%	3.34%	2.4%
2024/12/28	15.08%	8.53%	7.78%	5.5%	4.86%	3.91%	3.75%	3.35%	3.39%	2.24%
2024/12/29	14.13%	8.22%	7.52%	5%	4.98%	4.13%	2.94%	3.7%	2.94%	2.83%
2024/12/30	15.39%	8.41%	8.75%	5.61%	5.04%	3.22%	3.34%	3.8%	3.16%	2.4%
2024/12/31	13.68%	8.08%	7.39%	6.18%	5.94%	5.71%	4.13%	3.46%	2.73%	2.58%

In December 2024, Expedia’s PPC spend share fluctuated, peaking at 16.44% on the 27th. Priceline’s share dipped mid-month, while Kayak saw a steady decline. Southwest Airlines experienced a late surge, ending at 6.18%. Enterprise’s share remained stable, and United Airlines saw a significant rise on the 31st, reaching 5.71%. Cheapoair and AA had minor fluctuations, while Booking.com and Turo maintained lower shares. The month concluded with Expedia leading, despite varied trends across competitors.

Market Exposure

Competitor Count for US Travel Transportation

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	2197
2024/12/02	2292
2024/12/03	2187
2024/12/04	2275
2024/12/05	2262
2024/12/06	2188
2024/12/07	2124
2024/12/08	2167
2024/12/09	2225
2024/12/10	2187
2024/12/11	2268
2024/12/12	2246
2024/12/13	2110
2024/12/14	2096
2024/12/15	2116
2024/12/16	2108
2024/12/17	2067
2024/12/18	2207
2024/12/19	2272
2024/12/20	2267
2024/12/21	2041
2024/12/22	2007
2024/12/23	2195
2024/12/24	2009
2024/12/25	2116
2024/12/26	1974
2024/12/27	2056
2024/12/28	1988
2024/12/29	1974
2024/12/30	2116
2024/12/31	1894

December saw fluctuating advertiser numbers, peaking at 2,292 on December 2nd, then declining to 1,894 by month’s end.

Campaign Efficiency

Market Loss & Market Gains for US Travel Transportation

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
southwest.com	0.61%
expedia.com	0.34%
jetblue.com	0.33%
avis.com	0.21%
kayak.com	0.15%
ncl.com	-0.16%
delta.com	-0.16%
turo.com	-0.16%
budget.com	-0.38%
priceline.com	-1.05%

Southwest.com soared with a 0.61 increase, while priceline.com plummeted by -1.05. Jetblue.com and expedia.com also rose, contrasting budget.com and ncl.com’s declines.

Campaign Efficiency

US Travel Transportation 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	southwest.com	expedia.com	priceline.com	enterprise.com	aa.com	cheapoair.com	kayak.com	united.com	cheapflights.com	booking.com
2024/12/01	9.47%	9.85%	9.93%	5.83%	5.53%	5%	5.28%	3.83%	2.77%	1.8%
2024/12/02	8.24%	11.3%	9.66%	6.31%	3.93%	3.91%	5.58%	3.51%	2.94%	2.99%
2024/12/03	8.06%	11.15%	10.61%	5.81%	4.4%	4.58%	5.96%	2.89%	3.31%	2.76%
2024/12/04	7.28%	11.09%	10.16%	5.21%	4.62%	4.4%	4.93%	3.19%	3.02%	2.76%
2024/12/05	7.61%	10.1%	9.8%	5.12%	5.36%	5.14%	4.13%	3.9%	2.9%	2.36%
2024/12/06	8.14%	10.18%	11.59%	5.22%	4.7%	5.69%	4.05%	3.35%	3.09%	2.48%
2024/12/07	7.5%	10.43%	11.02%	5.39%	4.23%	4.76%	4.27%	3.69%	3.17%	2.86%
2024/12/08	7.04%	9.9%	10.73%	5.15%	4.21%	4.89%	5.62%	3.63%	2.93%	2.87%
2024/12/09	6.76%	9.15%	11.68%	4.9%	4.8%	4.69%	4.21%	3.88%	3.54%	2.52%
2024/12/10	7.29%	9.71%	11.48%	6.04%	4.63%	4.69%	5.17%	3.46%	3.65%	2.81%
2024/12/11	6.77%	9.69%	11.44%	5.76%	4.01%	4.75%	4.63%	3.09%	3.24%	3.43%
2024/12/12	6.5%	9.2%	10.92%	5.98%	4.36%	4.45%	4.82%	3.3%	3.04%	3.19%
2024/12/13	7.35%	8.54%	11.21%	5.76%	6.22%	4.88%	3.79%	4.56%	2.92%	2.92%
2024/12/14	7.74%	9.36%	11.29%	6.35%	5.65%	4.94%	4.4%	3.42%	2.97%	3.32%
2024/12/15	8%	8.9%	11.12%	6.07%	4.87%	5.16%	3.77%	4.3%	3.23%	2.95%
2024/12/16	7.61%	9.08%	11.66%	6.22%	5.2%	5.52%	3.57%	3.53%	2.8%	2.71%
2024/12/17	7.57%	10.49%	10.94%	6.33%	4.03%	4.64%	4.77%	2.67%	2.72%	2.47%
2024/12/18	8.53%	10.54%	9.67%	6.34%	5.07%	4%	4.75%	3.59%	2.88%	3.2%
2024/12/19	8.85%	9.26%	8.36%	6.06%	5.08%	3.97%	4.59%	3.72%	2.86%	2.91%
2024/12/20	9.4%	9.21%	8.69%	4.48%	4.92%	4.75%	4.63%	3.39%	3%	2.9%
2024/12/21	9.15%	9.64%	9.28%	4.99%	5.79%	5.31%	4.04%	3.77%	3.51%	2.94%
2024/12/22	10.45%	10.18%	7.69%	5.52%	5.37%	4.6%	4.45%	4.15%	3.01%	2.59%
2024/12/23	8.94%	10.66%	8.41%	4.72%	5.98%	4.44%	4.75%	3.54%	3.22%	3.21%
2024/12/24	10.7%	9.88%	7.91%	5.88%	4.82%	4.94%	4.25%	4.7%	2.96%	2.82%
2024/12/25	9.27%	11.38%	9.05%	5.03%	3.84%	5.22%	4.64%	3.42%	2.74%	3.67%
2024/12/26	10.68%	11.1%	8.06%	5.5%	5.03%	5.36%	4.66%	3.55%	3.28%	3.3%
2024/12/27	9.52%	11.62%	9.44%	5.53%	3.05%	4.25%	5.66%	3.5%	3.11%	3.06%
2024/12/28	9.92%	10.77%	8.97%	4.82%	4.56%	4.97%	5.13%	3.85%	3.28%	3.08%
2024/12/29	9.51%	9.71%	8.54%	4.91%	5.49%	3.72%	4.8%	3.97%	3.31%	2.68%
2024/12/30	10.25%	10.84%	8.82%	4.83%	5.6%	4.28%	5.72%	3.14%	3.53%	2.89%
2024/12/31	11.07%	9.86%	8.38%	5.74%	4.92%	4.69%	4.54%	4.49%	4.12%	2.39%

In December 2024, Southwest.com saw a fluctuating impression share, peaking at 11.07% on the 31st. Expedia.com maintained a strong presence, ending at 9.86%. Priceline.com experienced a decline, closing at 8.38%. Enterprise.com and AA.com showed varied trends, finishing at 5.74% and 4.92%, respectively. Cheapoair.com and Kayak.com had modest shares, while United.com and Cheapflights.com ended with slight increases. Booking.com remained steady, concluding at 2.39%.

Campaign Efficiency

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

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
American Airlines® Flights https://www.aa.com
Book Your Flight Today — Make The Most Of Your Travels With American Airlines. Travel Is More Rewarding Together. Enjoy Travel Made Simple With Flexible Booking Options & In-flight Comfort At 30,000 ft.
2
Enterprise Rent-A-Car® | Reserve a Car with Enterprise® https://www.enterprise.com
Reserve a car directly with Enterprise® today to save time & money on your trip. Book now! Easy...
3
JetBlue® Flights | Official Site https://www.jetblue.com › flights
Our Interactive Route Map Shows You All The Places You Can Go From Anywhere You Are. Flights To 100+ Destinations In The U.S., Latin America, Caribbean And London. Earn TrueBlue® Points.
4
Southwest Airlines® - Official https://www.southwest.com › southwest › official
Low Fares & Nonstop Flights — Shop Low Fares & Nonstop Flights. First Two Bags Fly Free. Weight & Size Limits Apply. Need to...
5
United Airlines - Book Now | Book Your Flight Today. https://www.united.com
Find amazing deals on flights with United Airlines. Travel across the US and abroad. United flies to more Europen destinations than any other U.S.

In the competitive world of travel and transportation, top advertisers like American Airlines, JetBlue, and United Airlines captivate with promises of comfort, flexibility, and extensive destinations. Meanwhile, Enterprise and Priceline entice with cost-saving car rentals. Each ad highlights unique benefits, from low fares to flexible booking, painting a vivid picture of seamless travel experiences.

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