US Travel Accommodation - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Accommodation 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 Accommodation 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
hotels.com	24.43
expedia.com	19.28
booking.com	17.05
tripadvisor.com	5.47
priceline.com	4.68
hilton.com	4.17
airbnb.com	3.82
kayak.com	2.96
ihg.com	1.49
trivago.com	1.33
others	15.32

In the travel PPC landscape, hotels.com leads with 24.43% click share, followed by expedia.com at 19.28%. Booking.com captures 17.05%, while ‘others’ collectively hold 15.32%.

Market Exposure

Share of Spend for the top 10 US Travel Accommodation 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	hotels.com	expedia.com	booking.com	priceline.com	hilton.com	tripadvisor.com	kayak.com	ihg.com	airbnb.com	trivago.com
2025/01/01	21.51%	21.4%	16.5%	4.47%	5.65%	7.25%	3.17%	0.82%	2.14%	2.16%
2025/01/02	23.31%	21.62%	17.56%	4.61%	5.08%	6.15%	3.63%	0.84%	2.45%	1.64%
2025/01/03	21.72%	22%	17.52%	5.01%	5.26%	5.87%	3.55%	1.19%	2.36%	1.54%
2025/01/04	24.13%	21.36%	14.88%	5.32%	4.4%	6.06%	3.42%	1.53%	2.68%	1.61%
2025/01/05	22.98%	20.68%	15.37%	5.07%	4.5%	6.34%	3.92%	1.34%	2.85%	1.95%
2025/01/06	21.19%	20.77%	17.94%	4.37%	5.66%	6.23%	2.96%	1.22%	2.25%	1.78%
2025/01/07	24.56%	20.1%	16.16%	5.01%	4.64%	5%	2.93%	0.83%	3.12%	1.73%
2025/01/08	22.4%	20.35%	17.72%	5.02%	5.27%	6.09%	4.03%	1.13%	2.32%	1.87%
2025/01/09	22.72%	21.44%	17.33%	4.45%	4.89%	6.1%	4%	1.09%	2.48%	1.68%
2025/01/10	21.34%	20.1%	17.37%	5.46%	5.04%	5.53%	3.85%	1.23%	3.05%	1.79%
2025/01/11	21.95%	19.77%	16.87%	6.28%	5.17%	5.26%	3.92%	1.4%	2.89%	1.86%
2025/01/12	21.54%	20.8%	16.31%	5.61%	5.25%	5.54%	3.89%	1.32%	3.33%	1.81%
2025/01/13	23.22%	20.98%	16.68%	5.57%	4.66%	5.35%	3.68%	1.1%	3.35%	1.87%
2025/01/14	23.1%	20.18%	16.58%	6.73%	4.44%	4.24%	3.53%	1.45%	3.57%	1.74%
2025/01/15	22.28%	20.31%	17.62%	5.01%	5.27%	6.08%	4.03%	1.12%	2.32%	1.89%
2025/01/16	22.57%	21.36%	17.2%	4.42%	4.86%	6.07%	4.01%	1.08%	2.47%	1.68%
2025/01/21	24.23%	21.21%	14.52%	6.19%	5.18%	5.41%	4.36%	2.99%	1.6%	1.75%
2025/01/22	22.88%	21.13%	15.66%	6.25%	5.56%	4.63%	4.29%	2.65%	1.66%	1.88%
2025/01/23	20.32%	20.31%	19.42%	5.43%	5.85%	4.51%	3.71%	2.51%	1.26%	2.12%
2025/01/24	20.73%	20.55%	16.79%	6.37%	5.4%	4.89%	4.58%	2.79%	1.3%	2.32%
2025/01/25	21.64%	20.21%	14.31%	6.97%	4.88%	5.52%	5.04%	2.94%	1.63%	1.91%
2025/01/26	20.5%	21.13%	14.9%	4.99%	5.06%	6.25%	4.77%	3.41%	2.38%	1.73%
2025/01/27	21.81%	21.59%	17.07%	5.44%	5.06%	4.66%	3.98%	3.06%	1.98%	1.54%
2025/01/28	22.37%	22%	16.46%	5.65%	5.17%	5.2%	4.5%	3.2%	1.49%	1.6%
2025/01/29	22.37%	20.97%	17.16%	5.43%	5.83%	4.59%	4.66%	2.54%	1.21%	2.03%
2025/01/30	22.27%	20.97%	18.03%	5.87%	5.66%	4.17%	4.21%	2.37%	1.21%	2.13%
2025/01/31	21.33%	20.68%	16.87%	5.93%	5.1%	4.88%	4.51%	2.69%	1.97%	1.72%

In January 2025, Hotels.com led PPC spend, peaking at 24.56% on January 7. Expedia and Booking.com followed, with fluctuations throughout. By month’s end, Hotels.com maintained dominance, closing at 21.33%.

Market Exposure

Competitor Count for US Travel Accommodation

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
2025/01/01	2552
2025/01/02	2450
2025/01/03	2565
2025/01/04	2285
2025/01/05	2254
2025/01/06	2958
2025/01/07	2170
2025/01/08	2648
2025/01/09	2654
2025/01/10	2886
2025/01/11	2943
2025/01/12	2742
2025/01/13	2487
2025/01/14	2472
2025/01/15	2648
2025/01/16	2654
2025/01/21	2488
2025/01/22	2882
2025/01/23	3093
2025/01/24	2904
2025/01/25	3014
2025/01/26	2733
2025/01/27	2894
2025/01/28	2614
2025/01/29	2790
2025/01/30	3015
2025/01/31	2937

January saw fluctuating advertiser numbers, peaking at 3,093 on January 23rd, before closing at 2,937.

Campaign Efficiency

Market Loss & Market Gains for US Travel Accommodation

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
ihg.com	1.11%
expedia.com	0.78%
kayak.com	0.72%
priceline.com	0.54%
hilton.com	0.44%
reservationsportal.com	-0.21%
vrbo.com	-0.29%
mgmresorts.com	-0.29%
tripadvisor.com	-0.99%
airbnb.com	-1.95%

IHG.com leads with a 1.11% click share rise, while Airbnb.com drops by 1.95%. Expedia.com, Kayak.com, and Priceline.com also gain, contrasting with declines for TripAdvisor.com and others.

Campaign Efficiency

US Travel Accommodation 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	expedia.com	booking.com	hotels.com	priceline.com	hilton.com	kayak.com	tripadvisor.com	ihg.com	airbnb.com	trivago.com
2025/01/01	19.58%	17.01%	14.05%	6.91%	7.37%	3.23%	6.96%	1.02%	2.64%	2.89%
2025/01/02	19.85%	18.37%	14.96%	7.38%	6.65%	4.02%	5.83%	1.07%	3.29%	2.15%
2025/01/03	19.71%	17.25%	14.87%	7.84%	6.8%	3.85%	5.51%	1.54%	3.18%	2.05%
2025/01/04	19.32%	15.4%	16.23%	8.5%	5.68%	3.62%	5.58%	2%	3.5%	2.08%
2025/01/05	18.71%	15.72%	14.47%	8.06%	5.81%	4.37%	5.96%	1.71%	3.78%	2.63%
2025/01/06	18.5%	18.14%	13.54%	6.72%	7.32%	3.21%	5.9%	1.55%	2.99%	2.27%
2025/01/07	18.32%	17.12%	15.17%	7.92%	6.09%	3.12%	5.05%	1.06%	4%	2.41%
2025/01/08	18.4%	18.09%	14.45%	7.84%	6.88%	4.52%	5.78%	1.43%	3.19%	2.46%
2025/01/09	19.21%	17.69%	14.91%	7.15%	6.43%	4.67%	5.66%	1.37%	3.37%	2.24%
2025/01/10	18.01%	17.45%	13.75%	8.13%	6.44%	4.06%	5.3%	1.5%	4.1%	2.32%
2025/01/11	17.64%	16.99%	14.11%	9.46%	6.53%	4.23%	5%	1.73%	4.03%	2.43%
2025/01/12	18.57%	16.85%	14.15%	8.31%	6.66%	4.09%	5.24%	1.63%	4.65%	2.3%
2025/01/13	19.16%	17.1%	15.25%	8.6%	5.85%	4.06%	5.21%	1.39%	4.67%	2.48%
2025/01/14	18.21%	16.69%	15.35%	10.07%	5.54%	3.73%	4.05%	1.82%	4.89%	2.27%
2025/01/15	18.4%	18.05%	14.42%	7.83%	6.88%	4.52%	5.78%	1.42%	3.19%	2.47%
2025/01/16	19.24%	17.65%	14.9%	7.15%	6.42%	4.68%	5.66%	1.36%	3.39%	2.24%
2025/01/21	18.49%	14.32%	15.87%	10.23%	6.86%	4.87%	4.68%	4.06%	2.16%	2.47%
2025/01/22	18.62%	15.34%	14.79%	9.83%	7.26%	4.79%	3.91%	3.47%	2.25%	2.58%
2025/01/23	17.3%	18.95%	12.74%	8.47%	7.58%	4.18%	3.85%	3.31%	1.7%	2.72%
2025/01/24	17.63%	16.18%	13.37%	9.85%	6.99%	5.14%	4.11%	3.76%	1.81%	3.13%
2025/01/25	17.54%	13.56%	14.07%	10.6%	6.28%	5.69%	4.58%	3.9%	2.3%	2.49%
2025/01/26	18.48%	14.42%	12.87%	7.96%	6.74%	5.7%	5.28%	4.56%	3.27%	2.25%
2025/01/27	19.64%	17.19%	14.5%	8.12%	6.53%	4.43%	4.12%	4.06%	2.62%	1.92%
2025/01/28	19.77%	16.34%	14.95%	8.92%	6.89%	5.21%	4.43%	4.31%	2%	2.19%
2025/01/29	18.67%	17.11%	14.28%	8.75%	7.82%	5.43%	4%	3.35%	1.57%	2.77%
2025/01/30	18.7%	18.14%	14.57%	8.96%	7.36%	4.63%	3.77%	3.05%	1.55%	2.91%
2025/01/31	18.24%	16.53%	13.79%	9.09%	6.54%	5.1%	4.28%	3.47%	2.79%	2.21%

In January 2025, Expedia led with fluctuating impressions, peaking early and stabilizing mid-month. Booking.com saw a dip, while Priceline rose steadily. Hotels.com and Hilton showed minor variations. Kayak and TripAdvisor experienced slight declines. IHG and Airbnb had mixed trends, with Trivago remaining stable.

Campaign Efficiency

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

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
Airbnb Official Site https://www.airbnb.com
Vacation Rentals & More — Book highly rated rentals for your next trip - houses, cabins, unique stays & more. Find rentals perfect for any trip: vacation, nearby getaway, long term stay & more! Low Prices.
2
Hotels near me https://www.booking.com › hotels › nearby
Best Price Guarantee — Find great hotels near you. No reservation costs. Great rates!
3
Deals on Hotels on Expedia https://www.expedia.com/hotels/book_now
Fully Refundable Options — Search Hotels. Find & Compare Deals and You Can Save Big! Your Virtual Travel Agent Can Immediately Help You Cancel, Change, or Confirm Your Trip. Expedia's Best Prices.
4
Great Hotels on Hotels.com | Hotels.com - Here Since 1991 https://www.hotels.com
Find Hotels on Hotels.com. Compare Options & You Can Save. Browse Reviews & Photos. Choose Hotels With Free Cancellation So If...
5
Hotels from $39 on Priceline https://www.priceline.com
Last Minute Hotels — Incredible Deals from Independent Hotels and Well Known Brands. Up to 60% Off Great Rooms!

Airbnb entices with unique stays and low prices, while Booking.com guarantees the best rates nearby. Expedia offers flexibility with refundable options, and Hotels.com highlights free cancellation. Priceline tempts with last-minute deals, boasting up to 60% off.

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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

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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.

US Travel Accommodation - PPC Market Share Analysis February 2025

Share of Clicks for top 10 US Travel Accommodation brands

Share of Spend for the top 10 US Travel Accommodation brands

Competitor Count for US Travel Accommodation

Market Loss & Market Gains for US Travel Accommodation

US Travel Accommodation Share of Impressions

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

Frequently Asked Questions

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