US Travel Destinations - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Destinations 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 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
amazon.com	16.04
go.com	9.55
windsorstore.com	5.5
expedia.com	5.17
universalorlando.com	2.9
rockefellercenter.com	2.67
cheapcaribbean.com	2.24
viator.com	2.2
vrbo.com	1.91
tripadvisor.com	1.9
others	49.92

Amazon leads with 16.04% click share, followed by “others” at 49.92%. Expedia and Windsor Store trail with 5.17% and 5.5%, respectively.

Market Exposure

Share of Spend for the top 10 US 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	amazon.com	expedia.com	go.com	vrbo.com	booking.com	universalorlando.com	viator.com	tripadvisor.com	airbnb.com	beaches.com
2025/01/01	18.38%	6.01%	5.13%	2.86%	1.61%	2.1%	3.54%	2.24%	1.62%	1.51%
2025/01/02	15.17%	8.19%	6.43%	3.31%	2.08%	2.2%	3.5%	2.54%	2.97%	2.27%
2025/01/03	13.88%	8.12%	5.73%	3.19%	2.12%	2.42%	3.46%	2.46%	1.95%	1.8%
2025/01/04	12.69%	7.81%	6.02%	4.65%	1.73%	2.27%	3.73%	2.17%	2.19%	1.76%
2025/01/05	15.49%	6.25%	6.21%	3.71%	1.68%	2.6%	3.54%	1.92%	2.45%	2.16%
2025/01/06	11.78%	6.97%	5.34%	3.17%	2.93%	2.54%	3.27%	2.4%	1.96%	1.62%
2025/01/07	17.7%	5.65%	6.79%	2.73%	1.69%	2.1%	2.64%	1.43%	2.09%	2.61%
2025/01/08	13.28%	6.38%	4.9%	2.07%	2.3%	2.28%	3.05%	2.1%	1.56%	1.93%
2025/01/09	14.13%	6.7%	4.92%	2%	1.93%	2.88%	3.16%	2.04%	1.7%	2.39%
2025/01/10	14.7%	6.8%	4.26%	2.42%	2.18%	2.54%	2.81%	2.1%	2.32%	2%
2025/01/11	15.88%	7.01%	3.89%	3.26%	2.24%	1.57%	3.01%	2.05%	2.73%	1.75%
2025/01/12	15.64%	7.21%	3.42%	3.11%	2.05%	2%	2.9%	1.99%	4.09%	1.42%
2025/01/13	11.67%	9.14%	5.97%	3.27%	1.99%	1.99%	2.7%	1.97%	4.42%	1.72%
2025/01/14	8.42%	8.8%	5.67%	2.97%	2.01%	3.2%	3.15%	2.33%	3.15%	1.87%
2025/01/15	13.05%	6.39%	4.84%	2.12%	2.31%	2.23%	2.98%	2.07%	1.59%	1.9%
2025/01/16	13.82%	6.64%	4.85%	2.05%	1.92%	2.82%	3.08%	1.99%	1.71%	2.35%
2025/01/21	8.28%	8.35%	4.67%	2.77%	1.99%	2.69%	3.42%	2.12%	1.5%	1.68%
2025/01/22	8.06%	8.64%	4.68%	3.35%	2.48%	2.09%	3%	1.89%	1.67%	1.59%
2025/01/23	10.57%	6.99%	5.84%	2.12%	3.75%	2.88%	2.44%	1.65%	1.11%	1.14%
2025/01/24	4.74%	8.4%	6.74%	3.82%	2.44%	2.72%	2.89%	1.78%	1.27%	1.41%
2025/01/25	2.65%	8.83%	6.57%	5.05%	1.96%	3.28%	4.3%	2.76%	1.8%	1.67%
2025/01/26	14.84%	6.93%	4.67%	3.9%	3.99%	2.52%	2.86%	2.02%	2%	1.24%
2025/01/27	5.38%	11.73%	6.33%	4.03%	3.13%	1.99%	3.1%	2.21%	1.83%	1.8%
2025/01/28	3.44%	8.98%	7.02%	2.46%	2.27%	3.82%	3.18%	2.33%	1.39%	1.81%
2025/01/29	10.7%	8.01%	5.52%	2.59%	2.11%	2.22%	2.51%	1.74%	1.2%	1.4%
2025/01/30	16.45%	6.48%	5.32%	2.19%	2.24%	2.62%	2.33%	1.79%	0.99%	1.32%
2025/01/31	8.09%	8%	6.02%	2.97%	2.6%	2.58%	2.26%	1.9%	1.67%	1.5%

Amazon’s PPC spend share fluctuated significantly in January, peaking early and dipping mid-month. Expedia maintained a steady presence, while Airbnb saw a notable decline. The month concluded with Amazon leading, despite volatility.

Market Exposure

Competitor Count for US 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
2025/01/01	2090
2025/01/02	2013
2025/01/03	2013
2025/01/04	1919
2025/01/05	1887
2025/01/06	2153
2025/01/07	1763
2025/01/08	2056
2025/01/09	1973
2025/01/10	2178
2025/01/11	2165
2025/01/12	2107
2025/01/13	1945
2025/01/14	1944
2025/01/15	2056
2025/01/16	1973
2025/01/21	1927
2025/01/22	1995
2025/01/23	2010
2025/01/24	1956
2025/01/25	2002
2025/01/26	1890
2025/01/27	1880
2025/01/28	1797
2025/01/29	2045
2025/01/30	2168
2025/01/31	2097

January saw fluctuating advertiser numbers, peaking at 2,178 on January 10th. The month concluded with 2,097 advertisers, indicating a dynamic landscape.

Campaign Efficiency

Market Loss & Market Gains for US 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
go.com	2.05%
expedia.com	1.17%
rockefellercenter.com	0.57%
vrbo.com	0.46%
griffithobservatory.org	0.35%
wayfair.com	-0.55%
bryantpark.org	-0.62%
airbnb.com	-0.68%
windsorstore.com	-2.18%
amazon.com	-5.74%

Amazon.com saw a significant drop of 5.74% in click share, while go.com experienced a notable increase of 2.05%. Expedia.com also rose by 1.17%.

Campaign Efficiency

US 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	amazon.com	expedia.com	ebay.com	etsy.com	go.com	vrbo.com	booking.com	airbnb.com	windsorstore.com	viator.com
2025/01/01	29.24%	4.22%	4.03%	4.8%	2.93%	2.57%	1.43%	1.68%	2.01%	2.56%
2025/01/02	27.69%	6.43%	1.9%	3.11%	3.64%	3.38%	1.79%	3.2%	4.91%	2.62%
2025/01/03	23.92%	6.49%	2.26%	2.42%	3.92%	3.46%	1.78%	2.39%	3.43%	2.94%
2025/01/04	22.77%	6.15%	3.17%	3.09%	3.72%	4.76%	1.46%	2.65%	2.83%	2.92%
2025/01/05	21.79%	4.69%	3.27%	2.06%	3.49%	3.58%	1.33%	2.57%	8.37%	2.66%
2025/01/06	19.63%	5.61%	2.58%	3.22%	3.18%	3.38%	2.67%	2.19%	3.09%	2.41%
2025/01/07	29.41%	4.42%	3.52%	3.99%	3.13%	2.71%	1.79%	2.48%	3.98%	1.81%
2025/01/08	23.1%	4.48%	4.01%	3.78%	2.91%	1.93%	1.89%	1.65%	4.6%	2.05%
2025/01/09	26.41%	4.59%	3.6%	4.05%	2.47%	1.8%	1.61%	1.84%	3.96%	1.93%
2025/01/10	26.42%	5%	3.12%	3.76%	2.07%	2.04%	1.72%	2.28%	4.58%	1.83%
2025/01/11	26.5%	5.06%	4.15%	3.88%	2.12%	3.16%	1.97%	2.94%	2.33%	2.27%
2025/01/12	22.85%	5.52%	4.39%	3.32%	1.76%	2.72%	1.81%	3.77%	3.36%	1.93%
2025/01/13	19.8%	6.94%	4.9%	3.62%	3.28%	3.02%	1.84%	4.53%	1.95%	1.87%
2025/01/14	17.12%	7.61%	3.88%	2.65%	3.54%	3.32%	1.73%	3.68%	2.22%	2.25%
2025/01/15	22.94%	4.56%	3.97%	3.76%	2.91%	2%	1.89%	1.7%	4.58%	2.03%
2025/01/16	26.26%	4.65%	3.57%	4.03%	2.48%	1.86%	1.62%	1.88%	3.96%	1.91%
2025/01/21	14.88%	7.13%	4.38%	2.87%	3.18%	3.08%	1.75%	1.88%	2%	2.44%
2025/01/22	17.28%	7.13%	5.5%	4.43%	2.81%	3.63%	2.11%	1.91%	0.75%	2.03%
2025/01/23	20.01%	4.82%	7.06%	3.01%	3.6%	2.19%	3.38%	1.25%	2.31%	1.41%
2025/01/24	10.3%	7.15%	6.88%	3.59%	4.29%	4.61%	2.39%	1.61%	1.4%	2.06%
2025/01/25	6.31%	8.03%	3.77%	2.86%	5%	6.35%	1.87%	2.28%	0.47%	3.58%
2025/01/26	18.08%	5.79%	7.82%	2.35%	2.58%	4.1%	2.05%	2.31%	4.89%	2.01%
2025/01/27	11.94%	9.4%	4.33%	2.4%	4.13%	4.71%	2.81%	2.3%	4.31%	2.13%
2025/01/28	9.81%	8.26%	3.16%	3.67%	4.65%	3.12%	2.17%	1.89%	1.34%	2.32%
2025/01/29	22.16%	5.56%	7.75%	5.55%	2.74%	2.55%	1.68%	1.22%	2.09%	1.38%
2025/01/30	24.68%	4.56%	7.7%	4.84%	3.14%	2.07%	1.78%	1.01%	4.48%	1.42%
2025/01/31	16.05%	6.52%	4.99%	3.79%	3.57%	3.14%	2.4%	1.98%	1.98%	1.54%

Amazon’s impression share fluctuated, peaking at 29.41% on January 7, 2025, and ending at 16.05%. Expedia’s share rose steadily, closing at 6.52%. eBay and Etsy showed moderate gains, while Go.com and Vrbo had mixed trends. Booking.com and Airbnb maintained low shares, with Windsorstore.com and Viator.com experiencing slight variations.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US 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
Bryant Park Winter Village https://www.bryantpark.org
The Perfect Winter Activity — Enjoy local crafts, artisan provisions, and exquisite gifts from around the...
2
Walt Disney World® Resort https://disneyworld.disney.go.com
Plan Your Disney Vacation — Four Magical Theme Parks and Resorts. Recreation. Amazing Dining Options. Shopping & More. Visit Magic Kingdom, EPCOT, Animal Kingdom Theme Park, Hollywood Studios...
3
Rockefeller Center https://www.rockefellercenter.com
Rockefeller Center in NYC — Discover The Best in Fashion, Art, Design, Shopping & Dining All at Rockefeller Center. The Best NYC Shopping and Dining Destination. Take a Tour to...
4
Charles Schwab® https://www.schwab.com
Full-Service Brokerage Firm — Building Trust Is Our Priority. Learn More About Our Satisfaction And Security Guarantees. Learn About All Our Accounts & How They Can Benefit You. Open An Account In 10 Minutes.
5
Yellowstone National Park Vacation Rentals, Wyoming https://www.vrbo.com
Enjoy the freedom of a vacation rental. Over 2 million homes to choose from. Compare...

In the world of Google PPC, Bryant Park’s Winter Village ad captivates with its promise of local crafts and gifts, while Disney World enchants with magical theme parks. Rockefeller Center highlights NYC’s best shopping and dining, Charles Schwab emphasizes trust and security, and Vrbo offers freedom with vacation rentals.

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