US Travel Accommodation - PPC Market Share Analysis December 2024

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
trivago.com	1.14
vrbo.com	1.53
kayak.com	2.31
airbnb.com	4.16
priceline.com	4.21
hilton.com	4.52
tripadvisor.com	4.81
booking.com	15.52
others	15.73
expedia.com	19.23
hotels.com	26.84

In the previous month, hotels.com led with a 26.84% click share, followed by expedia.com at 19.23%. ‘Others’ collectively held 15.73%, while booking.com captured 15.52%.

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	tripadvisor.com	priceline.com	hilton.com	kayak.com	airbnb.com	trivago.com	vrbo.com
2024/12/01	31.02%	20.53%	13.09%	3.99%	4.38%	4.44%	3.12%	1.89%	1.54%	1.27%
2024/12/02	30.49%	20.79%	14.19%	4.19%	3.76%	5.34%	2.49%	1.62%	1.28%	0.99%
2024/12/03	29.4%	21.1%	15.52%	3.52%	4.88%	5.29%	3.04%	1.52%	2.24%	0.9%
2024/12/04	28.39%	20.61%	14.14%	4.65%	5.91%	5.32%	3.36%	1.59%	1.69%	0.97%
2024/12/05	27.24%	21%	16.51%	4.09%	5.9%	5.37%	2.07%	1.47%	1.58%	0.94%
2024/12/06	28.43%	21.4%	15.76%	3.92%	6.06%	4.8%	2.98%	1.49%	1.33%	0.93%
2024/12/07	28.45%	21.06%	14.42%	4.17%	6.31%	4.64%	3.07%	1.9%	1.55%	1.03%
2024/12/08	28.46%	21.5%	13.24%	5.63%	5.2%	5.24%	2.96%	1.69%	1.34%	1.1%
2024/12/09	28.8%	21.48%	13.99%	4.99%	5.17%	5.44%	2.61%	1.81%	1.5%	1.01%
2024/12/10	30.34%	20.81%	14.15%	4.46%	5.69%	5.29%	2.8%	1.73%	1.56%	1.21%
2024/12/11	29.06%	20.41%	13.24%	4.99%	5.23%	5.93%	3.3%	1.92%	1.41%	1.24%
2024/12/12	27.23%	20.92%	14.79%	4.41%	5.36%	5.73%	3.97%	1.67%	1.72%	1%
2024/12/13	28.3%	20.06%	16.18%	3.96%	5.5%	5.52%	3.85%	1.67%	1.43%	1.09%
2024/12/14	27.43%	20.61%	15.02%	3.92%	5.98%	6.38%	2.72%	1.75%	0.88%	1.22%
2024/12/15	28.02%	21.08%	14.5%	4.19%	5.97%	5.71%	3.52%	1.84%	1.24%	1.19%
2024/12/16	26.75%	20.5%	14.95%	3.85%	5.36%	6.4%	3.07%	2.31%	1.36%	1.59%
2024/12/17	27.68%	21.29%	15.84%	3.86%	4.78%	6.92%	2.49%	1.86%	0.88%	1.1%
2024/12/18	26.02%	21.78%	16.42%	3.53%	4.97%	6.31%	3.29%	1.84%	1.52%	1.05%
2024/12/19	26.32%	20.5%	16.61%	3.82%	4.79%	6.44%	3.35%	1.67%	1.83%	1.06%
2024/12/20	26.13%	21.12%	14.69%	4.06%	4.65%	6.63%	3.3%	1.81%	1.4%	1.16%
2024/12/21	24.66%	20.66%	15.62%	4.58%	4.59%	6.46%	3.53%	2.08%	1.72%	1.13%
2024/12/22	26.32%	20.45%	13.64%	6.32%	4.27%	6.19%	4.3%	1.93%	1.81%	1.18%
2024/12/23	24.43%	19.84%	16.5%	5.31%	4.67%	6.77%	3.05%	1.59%	1.92%	0.98%
2024/12/24	29.61%	20.96%	14.78%	4.06%	4.47%	4.93%	3.04%	1.88%	1.69%	1.03%
2024/12/25	27.58%	19.72%	16.89%	4.46%	5.19%	5.36%	2.69%	1.51%	2.09%	1.03%
2024/12/26	26.24%	22.07%	15.18%	5.17%	4.94%	5.87%	2.83%	1.85%	1.92%	1.05%
2024/12/27	25.62%	22.07%	16.46%	5.75%	5.39%	4.92%	2.48%	1.85%	1.96%	0.95%
2024/12/28	27.75%	21.3%	13.98%	6.24%	5.74%	4.43%	3.49%	2.14%	2.4%	1.07%
2024/12/29	26.23%	21.33%	15.29%	6.56%	4.56%	4.57%	3.74%	2.16%	2.27%	1.23%
2024/12/30	23.6%	20.86%	18.15%	7.07%	4.24%	5.2%	3.38%	1.76%	2.55%	1.01%
2024/12/31	23.98%	21.44%	18.11%	5.65%	5.08%	4.53%	3.47%	2.33%	2.03%	1.29%

In December 2024, Hotels.com led PPC spend share, peaking at 31.02%. Expedia and Booking.com followed, while TripAdvisor and Priceline showed notable fluctuations.

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
2024/12/01	2535
2024/12/02	2859
2024/12/03	2506
2024/12/04	2925
2024/12/05	3080
2024/12/06	2914
2024/12/07	2694
2024/12/08	2782
2024/12/09	2786
2024/12/10	2561
2024/12/11	2898
2024/12/12	3005
2024/12/13	2745
2024/12/14	2793
2024/12/15	2664
2024/12/16	2485
2024/12/17	2671
2024/12/18	2779
2024/12/19	3012
2024/12/20	3065
2024/12/21	2632
2024/12/22	2739
2024/12/23	3164
2024/12/24	2482
2024/12/25	2954
2024/12/26	2747
2024/12/27	2799
2024/12/28	2706
2024/12/29	2528
2024/12/30	2752
2024/12/31	2201

In December, advertiser counts fluctuated, peaking at 3,164 on December 23, and dipping to 2,201 on December 31.

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
tripadvisor.com	1.14%
booking.com	1.11%
trivago.com	0.45%
vacationoffer.com	0.22%
barcelo.com	0.16%
clclodging.com	-0.07%
beaches.com	-0.08%
ihg.com	-0.13%
priceline.com	-0.62%
hotels.com	-2.29%

Tripadvisor and Booking.com soared in click share, gaining 1.14% and 1.11%, respectively. Meanwhile, Hotels.com faced the steepest decline, losing 2.29%.

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	tripadvisor.com	kayak.com	airbnb.com	trivago.com	vrbo.com
2024/12/01	19.21%	14.39%	17.45%	7.52%	6.55%	4.05%	3.61%	2.66%	2.17%	1.77%
2024/12/02	19.47%	14.23%	17.68%	6.54%	7.88%	4.25%	2.95%	2.42%	1.98%	1.39%
2024/12/03	19.43%	14.87%	17.48%	8.32%	7.88%	3.5%	3.67%	2.25%	3.18%	1.31%
2024/12/04	19.12%	13.84%	16.78%	9.64%	7.51%	4.48%	3.87%	2.23%	2.26%	1.59%
2024/12/05	19.38%	15.93%	15.7%	9.74%	7.77%	4.01%	2.34%	2.14%	2.22%	1.36%
2024/12/06	20.03%	15.7%	16.67%	10.08%	6.95%	3.93%	3.44%	2.11%	1.93%	1.38%
2024/12/07	19.86%	14.39%	16.48%	10.37%	6.67%	4.19%	3.42%	2.57%	2.24%	1.2%
2024/12/08	19.97%	13.57%	16.41%	8.79%	7.64%	5.48%	3.38%	2.47%	1.96%	1.52%
2024/12/09	19.7%	14.75%	16.15%	8.77%	7.92%	5.03%	2.99%	2.55%	2.25%	1.4%
2024/12/10	19.51%	15.04%	16.24%	9.99%	7.98%	4.42%	3.35%	2.57%	2.31%	1.56%
2024/12/11	18.78%	13.83%	16.15%	8.79%	8.72%	4.9%	3.84%	2.81%	1.97%	1.69%
2024/12/12	18.77%	14.81%	14.97%	9.29%	8.34%	4.25%	4.55%	2.46%	2.54%	1.48%
2024/12/13	17.97%	15.91%	15.94%	9.38%	8.24%	3.94%	4.56%	2.47%	2.11%	1.76%
2024/12/14	18.4%	15.24%	15.49%	9.79%	9.16%	3.81%	3.06%	2.54%	1.27%	1.8%
2024/12/15	19.13%	14.89%	15.3%	10.07%	8.42%	4.23%	4.17%	2.63%	1.81%	1.72%
2024/12/16	18.38%	14.58%	15.53%	8.9%	9.15%	3.7%	3.52%	3.21%	2.02%	2.28%
2024/12/17	19.32%	16.83%	14.85%	8.07%	10.29%	3.86%	2.92%	2.8%	1.22%	1.52%
2024/12/18	19.76%	16.04%	14.28%	8.25%	9.26%	3.61%	3.77%	2.67%	2.17%	1.59%
2024/12/19	18.8%	16.01%	14.96%	7.95%	9.3%	3.92%	3.81%	2.43%	2.6%	1.32%
2024/12/20	18.79%	14.8%	14.31%	7.41%	9.41%	4.15%	3.64%	2.65%	1.97%	1.71%
2024/12/21	18.57%	14.51%	14.09%	7.39%	9.29%	4.46%	3.96%	3.12%	2.43%	1.5%
2024/12/22	18.16%	13.77%	14.57%	7.14%	8.8%	6.56%	4.81%	2.91%	2.53%	1.71%
2024/12/23	17.73%	16.82%	13.25%	7.38%	9.45%	5.37%	3.31%	2.3%	2.62%	1.35%
2024/12/24	19.28%	16.12%	16.1%	7.68%	7.21%	4.39%	3.51%	2.79%	2.55%	1.51%
2024/12/25	18.74%	17.03%	14.66%	8.43%	7.81%	4.87%	2.99%	2.15%	3.04%	1.3%
2024/12/26	20%	16.28%	14.29%	7.88%	8.36%	5.27%	3.18%	2.65%	2.6%	1.42%
2024/12/27	20.22%	16.83%	15.04%	8.76%	6.86%	5.75%	2.74%	2.68%	2.65%	1.36%
2024/12/28	19.83%	14.82%	15.47%	9.37%	6.21%	6.49%	3.95%	3.11%	3.34%	1.52%
2024/12/29	19.72%	15.72%	15.4%	7.53%	6.31%	6.69%	4.21%	3.36%	2.95%	1.7%
2024/12/30	19.32%	17.77%	13.59%	6.9%	7.36%	7.24%	3.8%	2.64%	3.48%	1.44%
2024/12/31	19.8%	17.95%	13.71%	8.07%	6.42%	6.11%	3.85%	3.36%	2.75%	1.72%

In December, Expedia led with a 20.22% peak, while Booking.com surged to 17.95%. Hotels.com maintained stability, and Priceline saw fluctuations. Hilton and TripAdvisor showed growth, with Kayak, Airbnb, Trivago, and Vrbo trailing.

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 your stay for vacation, work, and more. Feel the comforts of home, wherever you go. Find vacation rentals, cabins, & everything in between. Your next trip starts here. 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...
4
Great Hotels on Hotels.com | Hotels.com - Here Since 1991 https://www.hotels.com › hotels › book_now
Find Hotels on Hotels.com. Compare Options & You Can Save. Browse Reviews & Photos.
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!

In the past month, top PPC ads on Google’s SERP for travel and accommodation highlighted themes of affordability, convenience, and variety. Airbnb emphasized home-like comfort, while Booking.com and Expedia focused on price guarantees and refundable options. Priceline and VacationOffer.com showcased significant discounts, with Priceline offering rooms from $39 and VacationOffer.com promoting a $99 Vegas deal. Trivago and Kayak emphasized price comparison, and Vrbo highlighted spacious vacation rentals.

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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

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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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US Travel Accommodation - PPC Market Share Analysis December 2024

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