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OTA marketing spend rises despite AI efficiency talk

1reports1reporting sources2026-06-03Update

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AI 综述

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.

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6月3日
  1. PhocusWire All News
    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.