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US Travel Holiday Type - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Holiday Type 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 Holiday Type 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
expedia.com	18.4
cheapcaribbean.com	4.38
tripadvisor.com	4.31
royalcaribbean.com	4.19
carnival.com	3.48
cruises.com	3.46
hilton.com	2.89
kayak.com	2.77
vacationstogo.com	2.76
riu.com	2.65
others	50.71

Expedia dominates with 18.4% click share, while Cheap Caribbean and TripAdvisor follow closely. Notably, ‘others’ hold a significant 50.71%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US Travel Holiday Type 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.

See more data

Share of Spend - Last Month
Date	expedia.com	cheapcaribbean.com	riu.com	kayak.com	tripadvisor.com	hilton.com	royalcaribbean.com	vacationstogo.com	vikingcruises.com	cruises.com
2025/01/01	17.51%	4.54%	2.82%	2.5%	3.82%	2.61%	4.62%	3.9%	3.59%	2.29%
2025/01/02	17.29%	3.79%	2.38%	2.94%	3.83%	2.68%	4.62%	3.59%	3.91%	3.17%
2025/01/03	18.07%	5.69%	2.85%	2.78%	3.37%	3.17%	3.85%	3.81%	3.14%	3.2%
2025/01/04	17.07%	5.32%	2.82%	3.21%	3.4%	2.69%	3.1%	3.33%	3.62%	4.27%
2025/01/05	15.4%	4.97%	3.08%	2.87%	3.53%	2.89%	3.8%	4.03%	4.24%	4.24%
2025/01/06	16.62%	4.87%	3.43%	2.9%	3.93%	3.91%	2.81%	3.92%	3.4%	3.51%
2025/01/07	16.26%	4.45%	3.96%	2.8%	3.88%	3.51%	3.51%	2.93%	4.08%	4.16%
2025/01/08	17.26%	4.79%	3.71%	2.67%	3.64%	3.6%	2.64%	3.4%	3.53%	4.1%
2025/01/09	16.2%	4.77%	3.87%	3.15%	3.48%	3.45%	2.84%	2.77%	3.38%	3.94%
2025/01/10	15.75%	4.5%	3.93%	3.11%	4.12%	3.36%	2.15%	2.74%	3.46%	4.07%
2025/01/11	16.5%	4.12%	3.84%	2.96%	3.95%	3.15%	2.42%	2.79%	3.13%	4.06%
2025/01/12	16.53%	3.85%	3.75%	3.23%	4.22%	3.59%	2.69%	3%	3.22%	4.63%
2025/01/13	17.69%	3.64%	4.08%	2.97%	3.45%	3.17%	2.48%	3.06%	3.42%	4.22%
2025/01/14	16.16%	4.09%	4.06%	2.93%	3.1%	3.24%	2.55%	3.05%	2.77%	4.3%
2025/01/15	17.3%	4.76%	3.74%	2.69%	3.62%	3.68%	2.59%	3.34%	3.44%	4.04%
2025/01/16	16.2%	4.82%	3.86%	3.18%	3.54%	3.52%	2.78%	2.7%	3.26%	3.84%
2025/01/21	16.21%	3.69%	3.48%	3.99%	3.98%	3.86%	2.65%	2.65%	3.14%	4.56%
2025/01/22	15.8%	3.64%	3.31%	4.13%	3.15%	4.21%	2.3%	2.71%	3.12%	4.53%
2025/01/23	15.67%	4.32%	2.95%	3.27%	3.3%	4.04%	2.73%	2.8%	3.11%	4.64%
2025/01/24	14.07%	3.78%	2.72%	3.41%	3.07%	3.65%	3.2%	3.28%	2.77%	4.97%
2025/01/25	14.28%	2.26%	2.82%	3.69%	3.05%	3.58%	2.21%	2.92%	2.41%	5.18%
2025/01/26	15.25%	4.22%	2.65%	3.29%	3.8%	3.11%	2.16%	2.76%	3.18%	5.01%
2025/01/27	15.48%	4.38%	2.42%	3.1%	3.5%	3.54%	2.1%	3.32%	3.34%	4.49%
2025/01/28	16.64%	4.45%	3.22%	3.8%	4.12%	3.67%	2.24%	2.78%	2.8%	4.11%
2025/01/29	15.37%	4.78%	2.78%	3.71%	3.64%	3.91%	2.78%	3.32%	2.79%	4.41%
2025/01/30	14.83%	5.12%	3.51%	3.66%	3.07%	3.81%	2.73%	3.22%	2.35%	3.72%
2025/01/31	15.3%	5.53%	4.31%	3.62%	3.53%	2.85%	2.77%	2.73%	2.36%	1.95%

Expedia’s spend share fluctuated, peaking early, then declining. CheapCaribbean saw a late surge. Riu and Kayak had mid-month dips. TripAdvisor and Hilton remained steady. RoyalCaribbean and VikingCruises experienced declines. Cruises.com ended with a sharp drop.

Market Exposure

Competitor Count for US Travel Holiday Type

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	882
2025/01/02	817
2025/01/03	885
2025/01/04	834
2025/01/05	806
2025/01/06	923
2025/01/07	774
2025/01/08	854
2025/01/09	874
2025/01/10	891
2025/01/11	922
2025/01/12	900
2025/01/13	876
2025/01/14	864
2025/01/15	854
2025/01/16	874
2025/01/21	858
2025/01/22	879
2025/01/23	864
2025/01/24	877
2025/01/25	878
2025/01/26	812
2025/01/27	877
2025/01/28	820
2025/01/29	854
2025/01/30	902
2025/01/31	914

In January, advertiser numbers fluctuated, peaking at 923 on the 6th. The month concluded with a steady 914, indicating a stable advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for US Travel Holiday Type

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
virginvoyages.com	0.89%
ncl.com	0.86%
ritzcarltonyachtcollection.com	0.75%
celebritycruises.com	0.65%
princess.com	0.64%
vikingrivercruises.com	-0.53%
riu.com	-0.54%
tripadvisor.com	-0.58%
hollandamerica.com	-1.37%
expedia.com	-2.29%

Expedia.com saw a significant drop of 2.29% in click share, while Virginvoyages.com experienced a notable rise of 0.89%.

Campaign Efficiency

US Travel Holiday Type Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

See more data

Date	expedia.com	cheapcaribbean.com	riu.com	kayak.com	virginvoyages.com	tripadvisor.com	hilton.com	vacationstogo.com	booking.com	cruises.com
2025/01/01	16.09%	4.37%	3.41%	2.98%	0.9%	4.19%	3.46%	4.36%	2.98%	1.67%
2025/01/02	16.27%	3.75%	2.99%	3.54%	1%	4.58%	3.56%	4.06%	2.8%	2.56%
2025/01/03	15.88%	5.47%	3.52%	3.4%	0.91%	3.77%	3.93%	4.2%	2.9%	2.58%
2025/01/04	14.76%	4.98%	3.53%	3.85%	0.77%	4.17%	3.39%	3.92%	2.97%	3.44%
2025/01/05	14.19%	4.88%	3.91%	3.52%	0.71%	4.14%	3.73%	4.68%	2.76%	3.53%
2025/01/06	14.09%	4.7%	4.14%	3.45%	0.51%	4.28%	4.82%	4.12%	4.01%	2.83%
2025/01/07	14.94%	4.37%	5.02%	3.56%	0.7%	4.5%	4.44%	3.4%	3.49%	3.33%
2025/01/08	15.34%	4.45%	4.56%	3.28%	1.12%	4.32%	4.56%	3.73%	3.6%	3.42%
2025/01/09	14.6%	4.41%	4.83%	3.82%	2.37%	4.08%	4.45%	3.24%	3.62%	3.08%
2025/01/10	13.96%	4.25%	4.6%	3.63%	2.51%	4.82%	4.17%	3%	3.49%	3.22%
2025/01/11	14.94%	4.05%	4.54%	3.44%	2.5%	4.75%	3.87%	3%	3.95%	3.18%
2025/01/12	14.67%	3.53%	4.43%	3.72%	2.63%	4.71%	4.46%	3.19%	3.43%	3.92%
2025/01/13	15.99%	3.46%	5.01%	3.63%	3.19%	4%	3.94%	3.36%	3.58%	3.65%
2025/01/14	13.98%	3.77%	4.76%	3.38%	3.67%	3.48%	3.87%	3.37%	3.1%	3.72%
2025/01/15	15.49%	4.44%	4.59%	3.33%	1.1%	4.35%	4.69%	3.69%	3.65%	3.38%
2025/01/16	14.69%	4.47%	4.82%	3.86%	2.32%	4.16%	4.56%	3.17%	3.69%	3.03%
2025/01/21	13.36%	3.19%	4.02%	4.67%	3.7%	4.09%	4.66%	2.8%	2.43%	4.2%
2025/01/22	12.97%	3.25%	3.86%	4.96%	3.94%	3.18%	5.23%	2.9%	2.71%	4.02%
2025/01/23	12.67%	4.08%	3.46%	3.87%	3.11%	3.46%	4.95%	3.06%	3.83%	4.16%
2025/01/24	10.99%	3.43%	3.08%	3.95%	4.14%	3.18%	4.33%	3.29%	2.72%	4.64%
2025/01/25	10.97%	1.85%	3.1%	4.24%	4.34%	3.12%	4.12%	2.86%	2.37%	4.83%
2025/01/26	12.13%	3.84%	3.21%	3.84%	4.08%	3.75%	3.86%	2.93%	1.88%	4.52%
2025/01/27	12.93%	4.03%	2.68%	3.41%	3.09%	3.64%	4.18%	3.45%	3.17%	3.9%
2025/01/28	14.3%	4%	3.87%	4.5%	3.81%	4.31%	4.61%	2.95%	2.76%	3.7%
2025/01/29	12.64%	4.31%	3.38%	4.32%	4.33%	3.68%	4.79%	3.54%	2.78%	4.13%
2025/01/30	12.28%	4.76%	4.16%	4.15%	2.41%	3.33%	4.61%	3.4%	3.81%	3.14%
2025/01/31	12.43%	5.08%	4.95%	4.01%	3.78%	3.75%	3.42%	2.83%	2.51%	1.31%

Expedia’s impression share fluctuated, peaking early, then declining. Virgin Voyages surged mid-month, while Cruises.com saw a late spike. January ended with diverse shifts across advertisers.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Travel Holiday Type

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
Cancun All-Inclusive Packages https://www.cheapcaribbean.com
Shop Cancun Flight + Hotel — Skip the Surprise Costs and Book an All-Inclusive Vacation with CheapCaribbean®. Book now.
2
All-Inclusive Mexico Hotels | Cancun All-Inclusive Hotel https://www.hilton.com › official_site › cancun
Discover Luxury Among White Sand Beaches in Mexico. Book a Hilton® Hotel or Resort! Mexico Awaits! Book Your Next All-Inclusive Getaway at a Hilton® Hotel...
3
All Inclusive Cancún Packages https://www.kayak.com
Best Deals in Cancún — Cancún All Inclusive Packages. Find the Best Accommodation Deals for Your Stay in Cancún.
4
2025 Cruises 82% Off | 2025 Cruises on Sale https://www.vacationstogo.com
Save up to 82% on 2025 cruises. Best price & service guarantee! Huge Last-Minute Specials.
5
The Only Adults-Only Cruise | An Exclusively 18+ Experience https://www.virginvoyages.com
We're adding a layer of sophistication to the typical cruise experience, with adults only. No...

In the competitive world of travel PPC, CheapCaribbean entices with all-inclusive Cancun packages, promising no surprise costs. Hilton highlights luxury on Mexico’s white sand beaches, while Kayak offers the best deals for Cancun stays. VacationsToGo slashes cruise prices by 82%, and Virgin Voyages targets adults with sophisticated, exclusive experiences.

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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