2025 cost-per-click benchmarks across search, display, and social platforms
Travel CPC recovered strongly post-pandemic. Q3 summer peak sees the largest CPC increase of any vertical — booking-intent terms spike as inventory tightens and competition intensifies.
Typical Travel campaign CPC falls between $0.80 and $3.50 depending on platform, keyword intent level, and targeting specificity.
Average (blended): $1.53 (Google Search, 2025)
| # | Platform | Avg. CPC | Notes |
|---|---|---|---|
| 1 | Google Search | $1.50–$3.50 | ⭐ Booking-intent dominant |
| 2 | Meta Ads | $0.70–$1.80 | Inspiration & retargeting |
| 3 | TikTok | $0.40–$1 | Travel discovery |
| 4 | Display | $0.20–$0.60 | Abandoned booking retargeting |
| 5 | YouTube | $0.07–$0.15 | Destination showcase |
| 6 | $2.50–$5 | Business travel only |
| Year | Average CPC |
|---|---|
| 2022 | $1.18 |
| 2023 | $1.32 |
| 2024 | $1.43 |
| 2025 | $1.53 |
| 2026E | $1.63 |
2026E = projected estimate.
Index 100 = annual average. Values above 100 indicate above-average CPC periods.
| Quarter | Index | Relative Performance |
|---|---|---|
| Q1 | 85 | |
| Q2 | 109 | |
| Q3 | 128 | |
| Q4 | 78 |
Travel advertisers should bid on destination + date combinations rather than just destinations — 'flights to Bali in August' has higher purchase intent and often lower CPC than generic 'cheap flights'.