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US Travel Activities - PPC Market Share Analysis March 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 16.97
tripadvisor.com 10.84
royalcaribbean.com 8.39
go.com 5.12
getyourguide.com 4.09
vikingrivercruises.com 2.32
universalorlando.com 1.89
groupon.com 1.75
ncl.com 1.36
americancruiselines.com 1.35
others 45.92

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In the travel activities PPC landscape, Viator leads with 16.97% click share, followed by Tripadvisor at 10.84%. Royal Caribbean holds 8.39%, while “others” collectively dominate with 45.92%.

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 royalcaribbean.com vikingrivercruises.com groupon.com go.com cruises.com universalorlando.com ncl.com
2025/03/01 18.27% 11.2% 6.09% 5.23% 4.36% 1.21% 1.77% 2.12% 1.23% 0.46%
2025/03/02 18.74% 12.89% 6.4% 3.47% 4.92% 0.82% 1.12% 1.74% 1.33% 0.55%
2025/03/03 18.16% 10.84% 6.13% 4.17% 4.24% 1.08% 2.08% 1.99% 1.83% 0.77%
2025/03/04 18.28% 10.34% 6.41% 4.18% 3.9% 1.15% 2% 2.12% 1.41% 0.87%
2025/03/05 18.85% 11.58% 6.3% 3.14% 4.76% 1.19% 1.06% 1.09% 1.28% 1.07%
2025/03/06 17.06% 11.35% 6.47% 2.44% 3.78% 1.38% 2.2% 1.83% 1.26% 1.01%
2025/03/07 16.05% 9.59% 6.18% 2.79% 3.62% 1.41% 1.63% 2.05% 1.23% 1.48%
2025/03/08 15.9% 10.14% 6.29% 2.8% 3.73% 1.66% 2.25% 1.99% 1.6% 1.37%
2025/03/09 20.41% 12.01% 6.85% 4.29% 3.18% 1.8% 1.77% 0.9% 1.71% 1.28%
2025/03/10 18.86% 11.75% 6.65% 3.2% 3.55% 1.38% 2.02% 2.13% 1.52% 1.54%
2025/03/11 20.21% 9.48% 6.36% 4.68% 3.55% 1.41% 1.94% 2.03% 2.24% 1.18%
2025/03/12 19.58% 10.31% 6.15% 3.42% 4.16% 1.65% 2.59% 1.35% 1.5% 1.23%
2025/03/13 19.42% 8.63% 5.59% 4.44% 4.04% 1.82% 2.01% 1.68% 1.31% 0.85%
2025/03/14 20.86% 9.37% 5.81% 3.89% 3.58% 2.37% 1.98% 1.67% 1.38% 0.68%
2025/03/15 20.59% 9.7% 5.71% 4.31% 4.17% 1.59% 2.03% 2.34% 1.55% 0.85%
2025/03/16 19.08% 11.95% 6.02% 3.82% 4.01% 1.54% 2.01% 1.77% 1.37% 0.81%
2025/03/17 19.5% 10.63% 5.96% 4.3% 4.02% 1.37% 2.11% 1.56% 2.17% 1.06%
2025/03/18 19.48% 11.76% 6.18% 3.59% 3.52% 1.18% 2.41% 1.66% 1.63% 0.65%
2025/03/19 20.46% 10.85% 5.88% 5.43% 3.32% 1.7% 1.42% 1.08% 1.21% 1.1%
2025/03/20 22.97% 8.65% 6.01% 5.19% 3.8% 1.6% 2.11% 2.11% 1.41% 1.07%
2025/03/21 23.16% 11.18% 6.21% 5.28% 3.08% 1.74% 2.15% 1.76% 1.51% 0.69%
2025/03/22 21.86% 12.68% 5.55% 4.49% 3.6% 1.36% 1.72% 1.26% 1.27% 0.99%
2025/03/23 22.53% 13.67% 6.07% 5.01% 3.78% 1.13% 1.69% 1.03% 1.41% 0.96%
2025/03/24 21.04% 12.9% 5.5% 4.22% 3.98% 1.19% 1.76% 1.67% 1.2% 1.6%
2025/03/25 21.63% 12.61% 5.29% 4.08% 3.87% 1.39% 2.12% 1.66% 1.54% 1.16%
2025/03/26 22.13% 10.81% 5.55% 4.01% 3.75% 1.3% 1.37% 1.07% 1.37% 1.3%
2025/03/27 21.29% 9.94% 5.28% 4.85% 3.94% 1.45% 1.76% 1.35% 1.16% 1.4%
2025/03/28 21.99% 10.44% 5.75% 4.35% 3.47% 1.7% 1.91% 1.32% 1.65% 0.92%
2025/03/29 22.11% 10.48% 6.23% 5.52% 3.58% 1.78% 1.33% 1.88% 0.86% 1.19%
2025/03/30 22.08% 12.04% 5.86% 4.36% 3.84% 1.57% 1.32% 1.41% 0.91% 0.87%
2025/03/31 20.9% 10.24% 5.93% 4.97% 3.12% 1.66% 1.56% 1.52% 1.26% 0.9%

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Viator.com led March with a fluctuating spend share, peaking at 23.16% on March 21. TripAdvisor.com saw a steady rise, ending at 10.24%. GetYourGuide.com maintained stability, while RoyalCaribbean.com and VikingRiverCruises.com experienced minor fluctuations. March concluded with Viator.com dominating.

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. 

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Competitor Count - Last month
Date Competitor Count
2025/03/01 2509
2025/03/02 2517
2025/03/03 2582
2025/03/04 2498
2025/03/05 2594
2025/03/06 2921
2025/03/07 3006
2025/03/08 2995
2025/03/09 2593
2025/03/10 2741
2025/03/11 2522
2025/03/12 2709
2025/03/13 2617
2025/03/14 2845
2025/03/15 2574
2025/03/16 2510
2025/03/17 2392
2025/03/18 2491
2025/03/19 2533
2025/03/20 2492
2025/03/21 2460
2025/03/22 2550
2025/03/23 2422
2025/03/24 2417
2025/03/25 2393
2025/03/26 2512
2025/03/27 2510
2025/03/28 2593
2025/03/29 2607
2025/03/30 2453
2025/03/31 2534

Copyright © Adthena. All rights reserved.

March saw a dynamic shift in distinct advertisers, peaking at 3,006 on March 7. The month concluded with 2,534 advertisers, reflecting a fluctuating yet resilient 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
viator.com 2.52%
royalcaribbean.com 2.21%
tripadvisor.com 1.29%
travellemming.com 0.15%
virginexperiencegifts.com 0.12%
hollandamerica.com -0.28%
getyourguide.com -0.3%
rockefellercenter.com -0.35%
universalorlando.com -0.38%
go.com -0.68%

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Royal Caribbean and Viator surged in click share, while Go.com and Universal Orlando saw declines.

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 royalcaribbean.com go.com groupon.com cruiselines.com cruises.com universalorlando.com vikingrivercruises.com
2025/03/01 15.7% 10.91% 5.24% 4.3% 2.79% 2.08% 3.03% 3.21% 1.68% 1.54%
2025/03/02 16.03% 12.96% 5.57% 3.01% 2.02% 1.28% 2.01% 2.58% 1.82% 1.87%
2025/03/03 15.76% 10.49% 5.16% 3.37% 3.34% 1.6% 2.3% 2.63% 2.03% 1.72%
2025/03/04 15.95% 10.07% 5.6% 3.55% 3.45% 1.77% 2.35% 2.96% 1.59% 1.71%
2025/03/05 16.75% 12.19% 5.57% 2.38% 2.07% 1.66% 0.87% 1.3% 1.28% 1.94%
2025/03/06 15.21% 10.85% 5.39% 1.85% 3.88% 2.03% 0.64% 2.07% 1.4% 1.65%
2025/03/07 13.44% 9.19% 4.84% 2.17% 2.76% 1.99% 2.23% 2.45% 1.22% 1.53%
2025/03/08 13.93% 10.49% 5.35% 2.18% 3.88% 2.5% 1.69% 2.25% 1.99% 1.57%
2025/03/09 17.95% 12.2% 5.86% 3.29% 3.25% 3% 1.23% 1.03% 1.7% 1.35%
2025/03/10 16.46% 11.6% 5.57% 2.54% 3.31% 2.46% 2.08% 2.39% 1.92% 1.55%
2025/03/11 17.36% 9.25% 5.34% 3.73% 3.23% 2.04% 3.23% 3.08% 2.07% 1.47%
2025/03/12 16.98% 10% 5.09% 2.79% 4.17% 2.86% 1.71% 1.37% 1.68% 1.85%
2025/03/13 16.48% 8.1% 4.58% 3.65% 3.77% 2.98% 2.98% 2.45% 1.62% 1.84%
2025/03/14 17.63% 8.21% 4.54% 2.82% 3.15% 4.27% 2.09% 1.94% 1.34% 1.46%
2025/03/15 18.51% 9.55% 4.75% 3.42% 3.37% 2.67% 2.05% 3.02% 1.8% 1.85%
2025/03/16 17% 11.82% 5.07% 2.99% 3.1% 2.44% 2.8% 2.66% 1.39% 1.67%
2025/03/17 16.99% 10.16% 4.92% 3.65% 3.15% 2.35% 2.29% 2.52% 2.23% 1.75%
2025/03/18 16.89% 11.11% 5.07% 2.98% 4.04% 1.65% 2.72% 2.19% 1.74% 1.62%
2025/03/19 17.99% 10.89% 4.88% 4.49% 2.5% 2.85% 1.95% 1.41% 1.3% 1.43%
2025/03/20 20.13% 8.94% 5.03% 4.25% 3.23% 2.66% 2.57% 2.79% 1.31% 1.62%
2025/03/21 20.11% 11.64% 5.15% 4.12% 3.71% 3.04% 2.22% 2.29% 1.33% 1.25%
2025/03/22 19.68% 13.6% 4.59% 3.48% 2.79% 2.16% 1.92% 1.46% 1.28% 1.51%
2025/03/23 20.1% 14.89% 5.22% 4.14% 3.01% 1.66% 1.17% 1.31% 1.54% 1.53%
2025/03/24 18.37% 13.45% 4.54% 3.33% 2.98% 1.71% 2.23% 2.25% 1.38% 1.7%
2025/03/25 19.14% 13.52% 4.33% 3.2% 3.36% 2.18% 2.6% 2.24% 1.37% 1.6%
2025/03/26 19.61% 11.36% 4.78% 3.11% 2.36% 2.01% 1.46% 1.41% 1.49% 1.47%
2025/03/27 18.69% 10.46% 4.68% 3.96% 3.03% 2.17% 1.92% 1.73% 1.13% 1.6%
2025/03/28 19.23% 10.68% 4.78% 3.48% 3.37% 2.69% 2.18% 1.75% 1.49% 1.37%
2025/03/29 19.28% 10.94% 5.42% 4.11% 2.12% 2.8% 1.23% 2.61% 0.78% 1.42%
2025/03/30 19.66% 12.98% 4.88% 3.48% 2.86% 2.6% 1.77% 1.97% 1.04% 1.41%
2025/03/31 18.55% 10.48% 4.84% 3.69% 2.59% 2.47% 1.94% 1.71% 1.22% 1.22%

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Viator.com led March with a steady rise, peaking at 20.13% on the 20th. TripAdvisor.com fluctuated, ending at 10.48%. GetYourGuide.com maintained around 5%, while RoyalCaribbean.com saw a slight increase, closing at 3.69%.

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.

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  1. 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. 2
    Royal Caribbean Cruise Deals - 60% Off + Kids Sail Free https://www.cruises.com › royalcaribbean

    Stack exclusive deals with 60% off + kids sail free on Royal Caribbean & more savings.

  3. 3
    Walt Disney World Resort | Admission Tickets https://disneyworld.disney.go.com › tickets

    Disney's Hollywood Studios, Disney's Animal Kingdom Theme Park, Magic Kingdom Park, EPCOT. Magic Kingdom, EPCOT, Disney's...

  4. 4
    Royal Caribbean Cruises - Royal Caribbean Official Site https://www.royalcaribbean.com

    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...

  5. 5
    Universal Studios Hollywood https://www.universalstudioshollywood.com

    Buy Tickets Online and Save — Thrilling Rides, a Real Movie Studio Tour, and a Selection of L.A.'s Best Restaurants. Save on...

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In the competitive world of travel PPC, Royal Caribbean dominates with enticing offers like “75% Off” and “Kids Sail Free,” capturing family vacationers. Disney and Universal Studios highlight unique experiences, from theme parks to movie studio tours, appealing to adventure seekers.

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