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OTAs' marketing spend exceeded $20B in 2025

1reports1reporting sources2026-02-27Update

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OTA marketing spend continues to rise, reflecting intense customer acquisition competition and impacting distribution costs.

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2月27日
  1. PhocusWire All News
    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.