OTAs' marketing spend exceeded $20B in 2025
In 2025, Airbnb, Booking Holdings, Expedia Group, and Trip.com Group invested a combined $20 billion in sales and marketing, up year-over-year. Booking and Expedia accounted for over three-quarters. Marketing spend as a percentage of revenue ranged from 21% to 50%, showing continued reliance on paid channels.
Impact and considerations
OTA marketing spend continues to rise, reflecting intense customer acquisition competition and impacting distribution costs.
Key points
- Four major OTAs spent a combined $20B on marketing in 2025.
- Booking and Expedia accounted for over three-quarters of the spend.
- Booking spent $8.2B, Expedia $7.4B.
- Airbnb spent $2.6B, Trip.com $2.1B.
- Marketing as % of revenue: Booking 30%, Expedia 50%, Airbnb 21%, Trip.com 24%.
Sources and time
- Primary source
- PhocusWire / Phocuswright
- Other sources
- 0
- First source publication
- 27 Feb 2026, 14:00
- Page published
- 13 Aug 2026, 08:27
- Last updated
- 27 Feb 2026, 14:00
- Original links
- PhocusWire All News：OTAs' marketing spend exceeded $20B in 2025 (opens in a new tab)Primary source · en · Published 27 Feb 2026, 14:00