Amazon vs Google: Who wins in Travel?

Search has always been a crucial touchpoint for holidaymakers and travellers planning a trip abroad. Historically, Google has dominated the search for flights, accommodation, and package holidays, making the popular search engine a vital asset for travel advertisers looking to capture intent.

But the landscape is shifting. Although not traditionally associated with travel, Amazon is emerging as a serious contender in the category.

We conducted a detailed analysis across five core travel subcategories to understand how Amazon positions itself against Google and where opportunities may lie for advertisers. Using up-to-date search impression data, we explored how both platforms perform in key areas such as visibility, competition, and consumer reach. The results point to a more competitive marketplace than anticipated, with Amazon already punching above its weight in key verticals.

Download the full report here for insight into Airlines, Accommodation, Online Travel Agencies, Package Holidays, and Travel Accessories - and find out where the balance of power in UK travel search might be heading next.