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US Travel Activities - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Activities 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 Activities 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	13.92
tripadvisor.com	10.02
royalcaribbean.com	6.65
getyourguide.com	5.23
go.com	4.3
vikingrivercruises.com	2.62
universalorlando.com	2.14
rockefellercenter.com	2.09
ncl.com	1.35
circleline.com	1.32
others	50.36

In the travel activities PPC landscape, ‘viator.com’ leads with 13.92% click share, followed by ‘tripadvisor.com’ at 10.02%. ‘Others’ dominate with 50.36%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US Travel Activities 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	tripadvisor.com	getyourguide.com	vikingrivercruises.com	royalcaribbean.com	rockefellercenter.com	go.com	vikingcruises.com	universalorlando.com	cruises.com
2025/01/01	20.16%	11.17%	7.02%	4.66%	3.64%	1.58%	1.16%	1.17%	0.95%	0.56%
2025/01/02	19.34%	10.89%	6.74%	4.78%	3.94%	1.02%	1.49%	1.31%	1.33%	0.79%
2025/01/03	18.43%	10.91%	6.09%	4.62%	3.16%	1.1%	1.33%	1.11%	1.37%	1.25%
2025/01/04	17.98%	10.63%	6.26%	4.27%	3.2%	1.26%	1.46%	1.32%	1.49%	1.42%
2025/01/05	19.18%	11.25%	6.43%	4.25%	3.52%	0.84%	1.12%	1.34%	1.27%	1.29%
2025/01/06	18.91%	10.81%	5.71%	3.82%	2.82%	0.95%	1.21%	1.22%	1.05%	1.09%
2025/01/07	19.71%	8.62%	5.06%	5.02%	4.54%	0.72%	1.78%	1.3%	1.34%	1.34%
2025/01/08	19.71%	11.03%	5.67%	4.51%	3.22%	1.07%	1.46%	1.39%	1.31%	1.38%
2025/01/09	18.75%	10.18%	5.61%	4.58%	2.76%	1.24%	1.28%	1.27%	1.57%	1.11%
2025/01/10	18.2%	10.16%	6.07%	4.15%	3.37%	1.1%	1.6%	1.14%	1.52%	1.21%
2025/01/11	19.24%	9.87%	6.4%	4.25%	3.04%	1.45%	1.48%	1.4%	1.04%	0.94%
2025/01/12	19.05%	10.91%	6.44%	4.31%	2.7%	1.07%	1.28%	1.35%	1%	1.45%
2025/01/13	19.15%	10.2%	6.15%	4.62%	3.6%	1.02%	1.79%	1.43%	1.34%	1.72%
2025/01/14	18.43%	10.34%	6.48%	3.57%	2.46%	1.27%	1.64%	1.07%	1.32%	1.19%
2025/01/15	19.12%	10.6%	5.52%	5.04%	3.22%	1.07%	1.43%	1.37%	1.3%	1.4%
2025/01/16	18.28%	9.8%	5.48%	5.09%	2.75%	1.24%	1.23%	1.26%	1.57%	1.12%
2025/01/21	17.94%	10.98%	7.95%	3.19%	2.81%	1.26%	1.24%	1.39%	1.27%	2.05%
2025/01/22	17.05%	9.95%	7.76%	3.59%	2.48%	1.2%	1.28%	1.27%	0.95%	1.71%
2025/01/23	15.9%	8.4%	6.9%	3.86%	2.55%	1.64%	1.55%	1.46%	1.02%	1.96%
2025/01/24	15.27%	9.78%	7.22%	3.51%	2.03%	1.34%	1.59%	1.38%	1.36%	1.96%
2025/01/25	15.78%	10.8%	7.92%	2.8%	1.73%	1.49%	1.15%	1.23%	1.04%	2.21%
2025/01/26	16.81%	11.41%	7.62%	3.26%	2.44%	1.21%	1.25%	1.28%	0.97%	2.03%
2025/01/27	16.55%	9.98%	7.4%	3.64%	2.44%	1.56%	1.54%	1.44%	1.02%	1.89%
2025/01/28	16.76%	10.28%	7.59%	4.05%	2.93%	1.38%	1.27%	1.18%	1.32%	1.63%
2025/01/29	15.37%	8.94%	6.87%	3.99%	2.74%	0.99%	1.34%	1.38%	1.3%	1.8%
2025/01/30	15.53%	9.5%	6.49%	3.91%	2.62%	1.63%	1.69%	1.3%	1.29%	1.48%
2025/01/31	13.93%	9.77%	5.9%	4.97%	2.8%	2.27%	1.91%	1.27%	1.25%	0.79%

Viator.com led January with a fluctuating spend share, peaking early and declining to 13.93%. Meanwhile, TripAdvisor and GetYourGuide showed resilience, ending at 9.77% and 5.90%, respectively.

Market Exposure

Competitor Count for US Travel Activities

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.

See more data

Competitor Count - Last month
Date	Competitor Count
2025/01/01	3335
2025/01/02	3185
2025/01/03	3250
2025/01/04	3181
2025/01/05	3032
2025/01/06	3449
2025/01/07	2960
2025/01/08	3305
2025/01/09	3228
2025/01/10	3465
2025/01/11	3476
2025/01/12	3438
2025/01/13	3141
2025/01/14	3237
2025/01/15	3305
2025/01/16	3228
2025/01/21	3091
2025/01/22	3351
2025/01/23	3304
2025/01/24	3236
2025/01/25	3186
2025/01/26	3047
2025/01/27	3123
2025/01/28	3008
2025/01/29	3183
2025/01/30	3379
2025/01/31	3305

January saw fluctuating advertiser numbers, peaking at 3,476 on January 11th. The month concluded with 3,305 advertisers, reflecting a dynamic landscape.

Campaign Efficiency

Market Loss & Market Gains for US Travel Activities

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
ncl.com	0.68%
cruises.com	0.61%
rockefellercenter.com	0.52%
virginvoyages.com	0.47%
getyourguide.com	0.42%
hollandamerica.com	-0.28%
vikingrivercruises.com	-0.33%
tripadvisor.com	-1.08%
royalcaribbean.com	-1.23%
viator.com	-2.36%

Ncl.com leads with a 0.68% click share rise, while viator.com drops by 2.36%.

Campaign Efficiency

US Travel Activities 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	tripadvisor.com	getyourguide.com	go.com	royalcaribbean.com	vikingrivercruises.com	groupon.com	universalorlando.com	cruiselines.com	cruises.com
2025/01/01	17.64%	11.1%	7.87%	1.96%	2.7%	1.69%	1.05%	1.2%	1.89%	0.57%
2025/01/02	16.27%	10.9%	7.31%	2.18%	3.11%	1.82%	1.16%	1.58%	1.67%	0.98%
2025/01/03	15.25%	10.85%	6.55%	2.3%	2.43%	1.86%	1.83%	1.77%	1.59%	1.58%
2025/01/04	15.16%	10.16%	6.44%	2.47%	2.69%	1.61%	1.84%	1.96%	2.28%	1.84%
2025/01/05	15.83%	10.3%	6.49%	2.02%	2.71%	1.69%	1.97%	1.51%	1.73%	1.65%
2025/01/06	15%	10.28%	5.93%	1.99%	2.26%	1.57%	2.11%	1.35%	1.44%	1.25%
2025/01/07	15.48%	8.24%	5.22%	2.93%	3.65%	1.89%	1.75%	1.37%	3.23%	1.35%
2025/01/08	15.66%	11.07%	5.76%	2.4%	2.7%	1.81%	1.44%	1.49%	1.91%	1.88%
2025/01/09	14.91%	9.87%	5.58%	2.22%	2.23%	1.8%	2.03%	1.74%	1.81%	1.35%
2025/01/10	14.48%	10.33%	6.15%	2.72%	2.56%	1.5%	1.56%	1.89%	1.79%	1.16%
2025/01/11	15.8%	10.05%	6.58%	2.51%	2.29%	1.53%	1.78%	1.29%	1.03%	1.17%
2025/01/12	15.53%	10.76%	6.56%	2.01%	2.11%	1.6%	1.39%	1.07%	1.62%	2.03%
2025/01/13	16.09%	10.46%	6.16%	3.38%	2.86%	1.79%	1.68%	1.79%	1.1%	2.12%
2025/01/14	15.46%	10.1%	6%	2.94%	1.99%	1.39%	1.69%	1.69%	0.97%	1.28%
2025/01/15	15.45%	10.89%	5.71%	2.39%	2.73%	1.98%	1.44%	1.5%	1.93%	1.92%
2025/01/16	14.77%	9.75%	5.54%	2.2%	2.26%	1.95%	2.04%	1.76%	1.84%	1.38%
2025/01/21	14.87%	9.97%	7.17%	2.04%	2.46%	1.34%	1.9%	1.68%	1.44%	3.05%
2025/01/22	13.64%	8.78%	6.99%	2.17%	2.26%	1.6%	1.41%	1.26%	1.36%	2.37%
2025/01/23	11.58%	7.25%	6.01%	2.68%	2.07%	1.57%	1.46%	1.21%	1.19%	2.75%
2025/01/24	11.68%	8.37%	6.38%	2.76%	1.58%	1.44%	1.6%	1.78%	0.75%	2.75%
2025/01/25	13.1%	9.73%	7.39%	1.85%	1.43%	1.17%	1.95%	1.46%	0.82%	2.9%
2025/01/26	13.63%	10.58%	7.37%	2.07%	2.05%	1.44%	2.34%	1.25%	1.57%	2.76%
2025/01/27	12.98%	9.65%	7.09%	2.59%	2.03%	1.55%	2.49%	1.26%	1.24%	2.48%
2025/01/28	13.39%	9.56%	7.26%	2.26%	2.68%	1.77%	1.4%	1.94%	0.9%	2.38%
2025/01/29	11.96%	8.18%	6.23%	2.22%	2.37%	1.76%	1.1%	1.64%	1.12%	2.5%
2025/01/30	11.9%	8.8%	5.54%	2.99%	2.21%	1.63%	1.44%	1.83%	1.26%	1.84%
2025/01/31	11.4%	9.4%	5.25%	3.24%	2.5%	1.95%	1.78%	1.58%	1.25%	0.88%

Viator.com started January strong with a 17.64% share, but ended at 11.4%. Meanwhile, TripAdvisor.com fluctuated, closing at 9.4%. GetYourGuide.com saw a slight decline, finishing at 5.25%.

Campaign Efficiency

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

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

See more data

1
2025 Royal Caribbean 75% Off | 2025 Cruises on Sale Now https://deals.cruiselines.com
Save up to 75% on 2025 Royal Caribbean Cruises. Complete selection & huge discounts.
2
Royal Caribbean Cruise Deals - 60% Off + Kids Sail Free https://www.cruises.com
Get rewarded every time you book with exclusive perks & more Royal Caribbean Cruise deals.
3
Walt Disney World® - Official Site https://disneyworld.disney.go.com
Four Magical Theme Parks and Resorts. Recreation. Amazing Dining Options. Shopping & More. Visit...
4
Tickets for Top of the Rock https://www.rockefellercenter.com
Official Top of The Rock Site — Experience Skylift, a revolving open-air glass platform taking you higher than ever before. Visit...
5
Royal Caribbean Cruises https://www.royalcaribbean.com
Royal Caribbean Official Site — Find Endless Opportunities Aboard to Make the Most of Every Moment With Royal Caribbean®. Choose From Over 300 Destinations For Your Next Cruise. Come Seek The...

In the competitive world of travel PPC, Royal Caribbean dominates with enticing offers like “75% Off” and “Kids Sail Free,” capturing attention with significant savings. Meanwhile, Disney and Rockefeller Center highlight unique experiences, from magical parks to breathtaking skylifts, appealing to adventure seekers.

Frequently Asked Questions

Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
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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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