OTA marketing spend rises despite AI efficiency talk
In Q1 2026, major OTAs increased marketing spend. Booking Holdings invested $2.1 billion, up 16% YoY, representing 38% of revenue. Expedia Group's sales and marketing spend reached $1.9 billion, up 6% YoY, 54% of revenue. Airbnb invested $751 million, up 33% YoY, 28% of revenue. Despite AI-driven efficiency efforts, companies continue to boost spending to compete for customers and highlight direct channel growth.
Impact and considerations
Rising OTA marketing spend indicates high customer acquisition costs persist, and AI-driven efficiency has not yet significantly reduced marketing investment, pressuring travel businesses reliant on traffic.
Key points
- Booking Holdings Q1 marketing spend $2.1B, up 16% YoY, 38% of revenue.
- Expedia Group Q1 sales and marketing spend $1.9B, up 6% YoY, 54% of revenue.
- Airbnb Q1 marketing spend $751M, up 33% YoY, 28% of revenue.
- Companies highlight direct channel growth; AI improves efficiency but total spend still rises.
Sources and time
- Primary source
- PhocusWire / Phocuswright
- Other sources
- 0
- First source publication
- 3 Jun 2026, 14:00
- Page published
- 12 Aug 2026, 14:27
- Last updated
- 3 Jun 2026, 14:00
- Original links
- PhocusWire All News：OTA marketing spend creeps up despite talk of AI-driven efficiency (opens in a new tab)Primary source · en · Published 3 Jun 2026, 14:00