AUS Travel Destinations - PPC Market Share Analysis March 2025

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

Market Exposure

Share of Clicks for top 10 AUS 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
viator.com	8.35
booking.com	8.12
sydneyoperahouse.com	7.68
hamiltonisland.com.au	5.96
getyourguide.com	5.59
culturalattractionsofaustralia.com	3.3
crownhotels.com.au	2.87
tripadvisor.com.au	2.56
luxuryescapes.com	2.36
airbnb.com.au	2.13
others	51.08

In the travel PPC landscape, ‘others’ dominate with 51.08% click share. Viator.com leads individual advertisers at 8.35%, followed by Booking.com at 8.12%. Sydneyoperahouse.com captures 7.68%.

Market Exposure

Share of Spend for the top 10 AUS 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	viator.com	booking.com	getyourguide.com	intrepidtravel.com	hamiltonisland.com.au	crownhotels.com.au	bridgeclimb.com	luxuryescapes.com	tripadvisor.com.au	sydneyoperahouse.com
2025/03/01	6.72%	10.08%	5.99%	2.78%	4.91%	1.85%	3.73%	4.12%	2.16%	0%
2025/03/02	9.83%	8.16%	8.36%	2.51%	2.1%	4.94%	4.66%	3.6%	3.98%	2.29%
2025/03/03	7.95%	10.62%	6.45%	3.08%	1.13%	2.66%	6.2%	4.82%	2.28%	1.11%
2025/03/04	6.7%	7.73%	6.27%	3.59%	2.36%	2.83%	3.13%	4.54%	2.08%	1.24%
2025/03/05	7.71%	10.14%	6.13%	3.78%	3.6%	4.3%	1.9%	3.47%	1.89%	0.99%
2025/03/06	7.34%	6.61%	6.45%	3.9%	3.11%	0%	3.57%	3.47%	3.02%	5.41%
2025/03/07	9.35%	7.66%	7.46%	3.71%	2.27%	0%	1.17%	3.6%	2.77%	2.21%
2025/03/08	8.32%	12.22%	7.17%	2.98%	2.82%	1.64%	0.75%	3.52%	2.67%	4.04%
2025/03/09	8.31%	13.41%	7.24%	2.56%	4.95%	2.81%	1.5%	4.32%	2.63%	1.71%
2025/03/10	9.89%	12.05%	8.71%	2.98%	3.34%	2.97%	2.52%	3.37%	2.76%	1.61%
2025/03/11	7.9%	11.02%	6.36%	4.13%	1.18%	3.98%	0.62%	3.51%	2.6%	0.31%
2025/03/12	8.26%	12.23%	6.44%	2.89%	1.72%	2.19%	1.93%	2.86%	2.45%	3.78%
2025/03/13	8.72%	6.54%	6.27%	3.67%	2.58%	0%	2.27%	3.48%	1.95%	6.88%
2025/03/14	10.17%	8.34%	7.05%	3.45%	3.26%	0%	1.91%	2.59%	2.65%	2.97%
2025/03/15	8.93%	11.57%	6.4%	2.6%	2.61%	2.33%	3.12%	2.31%	2.3%	3.24%
2025/03/16	6.63%	14.87%	5.6%	3.26%	4.12%	2.8%	1.69%	2.94%	2.18%	2.39%
2025/03/17	6.88%	12.75%	5.96%	3.68%	3.29%	5.13%	1.07%	2.95%	2.01%	1.1%
2025/03/18	5.68%	10.9%	4.7%	3.65%	8.61%	5.14%	1.71%	2.51%	2.19%	1.06%
2025/03/19	7.1%	8%	4.99%	3.29%	3.82%	0.85%	3.27%	2.97%	1.67%	3.66%
2025/03/20	7.76%	7.91%	5.38%	4.98%	0.56%	1.32%	3.72%	2.45%	1.82%	4.01%
2025/03/21	7.92%	9.68%	6%	3.44%	4.58%	2.66%	2.55%	3.41%	2.81%	3.46%
2025/03/22	7.81%	8.25%	6.36%	3.21%	4.46%	3.22%	2.67%	2.85%	2.61%	1.17%
2025/03/23	6.92%	10.25%	6%	3.27%	4.29%	4.78%	2.78%	3.93%	2.04%	2.52%
2025/03/24	8.57%	11.84%	7.38%	3.33%	4.16%	2.3%	2.26%	2.94%	3.55%	4.11%
2025/03/25	8.55%	9.36%	6.59%	4.49%	3.39%	2.12%	2.75%	2.72%	2.72%	1.98%
2025/03/26	7.32%	9.74%	6%	3.56%	5.93%	3.11%	2.6%	3.7%	1.88%	2.89%
2025/03/27	9.89%	8.16%	7.53%	4.47%	1.12%	2.3%	2.1%	3.85%	2.25%	1.27%
2025/03/28	9.54%	7.59%	7.31%	4.55%	2.44%	3.06%	1.33%	2.45%	1.84%	0.51%
2025/03/29	9.33%	7.69%	7.55%	3.88%	2.32%	3.46%	2.2%	2.22%	2.05%	2.09%
2025/03/30	9.25%	10.41%	6.93%	4.19%	6.9%	2.35%	1.26%	4.25%	1.85%	0.24%
2025/03/31	10.13%	8.42%	6.85%	5.09%	3.41%	3.24%	2.9%	2.45%	2.25%	0.09%

In March 2025, Viator’s PPC spend fluctuated, peaking at 10.17% on March 14. Booking.com led with a high of 14.87% on March 16. GetYourGuide’s spend was steady, while Intrepid Travel saw a gradual rise. Hamilton Island’s spend spiked mid-month, and Crown Hotels had a notable increase on March 17. BridgeClimb’s spend was low, and Luxury Escapes remained consistent. Tripadvisor’s spend was stable, and Sydney Opera House had minimal activity.

Market Exposure

Competitor Count for AUS 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
2025/03/01	971
2025/03/02	940
2025/03/03	936
2025/03/04	905
2025/03/05	911
2025/03/06	906
2025/03/07	982
2025/03/08	961
2025/03/09	1003
2025/03/10	984
2025/03/11	956
2025/03/12	921
2025/03/13	947
2025/03/14	928
2025/03/15	942
2025/03/16	916
2025/03/17	890
2025/03/18	856
2025/03/19	862
2025/03/20	853
2025/03/21	855
2025/03/22	842
2025/03/23	854
2025/03/24	834
2025/03/25	831
2025/03/26	803
2025/03/27	808
2025/03/28	839
2025/03/29	861
2025/03/30	861
2025/03/31	858

March began with 971 advertisers, peaking at 1,003 on March 9. A steady decline followed, ending the month at 858.

Campaign Efficiency

Market Loss & Market Gains for AUS 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
hamiltonisland.com.au	2.23%
discovertasmania.com.au	0.92%
crownhotels.com.au	0.78%
viator.com	0.78%
skypoint.com.au	0.66%
yha.com.au	-0.64%
culturalattractionsofaustralia.com	-0.8%
booking.com	-1.2%
peninsulahotsprings.com	-1.23%
sydneyoperahouse.com	-1.92%

Hamilton Island surged with a 2.23% click share increase, while Sydney Opera House faced a 1.92% decline.

Campaign Efficiency

AUS 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	viator.com	booking.com	getyourguide.com	airbnb.com.au	crownhotels.com.au	culturalattractionsofaustralia.com	tripadvisor.com.au	hamiltonisland.com.au	luxuryescapes.com	sydneyoperahouse.com
2025/03/01	7.86%	11.88%	6.51%	4.66%	0.98%	3.11%	2.26%	3.57%	4.55%	0%
2025/03/02	10.59%	10.16%	8.27%	2.5%	3.13%	2.16%	3.36%	1.19%	3.65%	4.03%
2025/03/03	8.2%	13.18%	6.8%	2.06%	1.86%	2.94%	1.99%	1.13%	5.2%	1.76%
2025/03/04	7.17%	10.35%	7.53%	2.64%	3.51%	3.93%	1.78%	2%	4.63%	1.33%
2025/03/05	9.01%	13.69%	6.77%	1.88%	4.6%	4.58%	1.82%	2.36%	3.5%	1.05%
2025/03/06	8.52%	8.49%	7.41%	3.02%	0%	4.19%	3.08%	2.11%	3.48%	6.71%
2025/03/07	10.48%	8.27%	7.42%	3.94%	0%	5.33%	2.59%	1.48%	3.39%	3.33%
2025/03/08	8.64%	15.54%	6.78%	2.48%	1.6%	4.82%	2.33%	1.83%	3.4%	4.8%
2025/03/09	8.22%	16.55%	7.32%	3.39%	3.26%	3.2%	2.43%	3.1%	4.78%	1.96%
2025/03/10	10.67%	14.4%	9.02%	2.67%	2.76%	3.65%	2.8%	1.72%	3.08%	2.59%
2025/03/11	9.12%	14.11%	7.12%	1.7%	3.44%	4.24%	2.88%	0.62%	3.56%	0.39%
2025/03/12	7.99%	16.17%	6.48%	2.26%	2.16%	3.08%	2.48%	1.19%	2.51%	5.83%
2025/03/13	9.68%	7.68%	6.57%	2.98%	0%	3.6%	1.84%	2.07%	3.1%	8.65%
2025/03/14	12.2%	10.25%	8.42%	2.49%	0%	3.45%	2.36%	1.75%	2.25%	3.71%
2025/03/15	9.48%	15.24%	7.91%	2.46%	1.65%	2.7%	2.11%	1.37%	1.75%	3.26%
2025/03/16	7.26%	17.95%	6.22%	3.19%	2.68%	3.07%	2.05%	2.56%	2.89%	2.51%
2025/03/17	7.5%	15.61%	5.97%	2.26%	4.77%	4.29%	1.85%	2%	2.68%	2.2%
2025/03/18	6.55%	14.69%	4.99%	3.23%	5.4%	2.98%	2.09%	5.91%	2.31%	1.12%
2025/03/19	8.38%	10.71%	5.07%	2.88%	0.61%	3.58%	1.52%	2.81%	3.14%	5.08%
2025/03/20	9.67%	8.92%	5.77%	2.68%	2.56%	3.22%	2.04%	0.46%	2.3%	6.22%
2025/03/21	9.12%	11.82%	6.64%	2.2%	3.24%	2.59%	2.57%	3.59%	3.48%	4.81%
2025/03/22	8.8%	10.3%	6.98%	1.98%	2.78%	2.99%	3.03%	3.79%	2.68%	1.19%
2025/03/23	8.24%	12.92%	6.75%	3.05%	4.49%	2.28%	2.68%	2.75%	4%	3.51%
2025/03/24	8.96%	15.1%	7.44%	1.96%	2.01%	2.85%	3.33%	3.04%	2.75%	5.72%
2025/03/25	9.92%	12.69%	7.22%	2.03%	2.13%	4.05%	2.55%	2.82%	2.65%	2.35%
2025/03/26	8.81%	13.13%	6.52%	1.28%	3.05%	2.28%	1.52%	4.38%	3.69%	3.61%
2025/03/27	12.3%	9.6%	9.36%	2.68%	2.31%	3.45%	1.93%	0.92%	3.44%	2.37%
2025/03/28	11.08%	9.35%	8.01%	2.04%	4.02%	3.48%	1.86%	1.54%	2.17%	0.56%
2025/03/29	10.9%	8.98%	8.21%	2.62%	3.26%	3.35%	1.92%	1.67%	2.01%	3.25%
2025/03/30	10.58%	12.32%	7.86%	2.76%	2.08%	3.69%	1.85%	4.27%	4.07%	0.34%
2025/03/31	12.2%	10.59%	7.52%	4.02%	3.47%	3.37%	2.5%	2.37%	2.14%	0.12%

In March 2025, Viator’s impression share fluctuated, peaking at 12.30% on the 27th. Booking.com maintained dominance, reaching 17.95% on the 16th. GetYourGuide saw a steady rise, while Airbnb’s share remained low. The month concluded with Booking.com leading.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS 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
Darling Harbour Accommodation http://www.booking.com › booking
Browse Our Top 10 Hotels — Book your Accommodation in Darling...
2
Melbourne Tourist Attractions https://www.culturalattractionsofaustralia.com
Iconic Experiences — Visit the Cultural Attractions of Australia website for details, pricing and how to book. Behind the scenes experiences - Melbourne Cricket Ground & National Gallery of Victoria.
3
Whitsundays All-Inclusive https://www.discoveraustralia.com.au
Package Deal Sale. All-Inclusive Luxury, with Flights. Compare Exclusive Early Birds. Save 31% on Luxury Holidays. Bucket-List Touring Experiences. Selling Fast - Book Now. Comapre All Packages.
4
Sydney Opera House https://www.sydneyoperahouse.com
Book Tickets Now — Dog Man: The Musical, Mimi's Symphony, You are the Sun and more. Explore autumn school holiday events at Sydney Opera House.
5
Sydney Opera House Shows - Explore the 2025 Season https://www.sydneytheatre.com.au
See Sydney Theatre Company performances showing at the Opera House in Sydney. Book Now! STC is home to world-class theatre created by the very best Australian storytellers. Buy A 2025 Season Ticket. Buy Tickets Online.

In the vibrant world of Google PPC, Booking.com entices with top hotel picks in Darling Harbour, while Cultural Attractions of Australia offers iconic Melbourne experiences. Discover Australia lures with luxury Whitsundays packages, and Sydney Opera House and Theatre captivate with diverse performances.

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AUS Travel Destinations - PPC Market Share Analysis March 2025

Share of Clicks for top 10 AUS Travel Destinations brands

Share of Spend for the top 10 AUS Travel Destinations brands

Competitor Count for AUS Travel Destinations

Market Loss & Market Gains for AUS Travel Destinations

AUS Travel Destinations Share of Impressions

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

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this 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