Estimated Google advertising spending as a share of marketing expenses of leading online travel agencies (OTAs) worldwide from 2019 to 2023, with a forecast for 2024
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companies are ranked based on the highest revenue in 2023
Supplementary notes
¹ 2023 figures for Trip.com Group, MakeMyTrip, and Despegar are based on a Monte Carlo analysis. Data for eDreams ODIGEO and MakeMyTrip do not refer to fiscal years (ending in March) but to calendar years.
Data estimated by ÌÇÐÄÆƽâ°æ based on a Monte Carlo analysis, desk research, and publicly available information.
Citation formats
Google spending as a share of marketing expenses of leading OTAs worldwide 2019-2024
The expenditure on Google advertising of online travel agencies (OTAs) Booking Holdings and the Expedia Group accounted for ** percent and ** percent of the companies' marketing expenses in 2023, respectively. As estimated, Booking Holdings and the Expedia Group reported the highest expenditure on Google ads among leading OTAs that year.
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ÌÇÐÄÆƽâ°æ. (March 27, 2024). Estimated Google advertising spending as a share of marketing expenses of leading online travel agencies (OTAs) worldwide from 2019 to 2023, with a forecast for 2024 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 27, 2026, from /statistics/1372143/google-ads-spending-share-online-travel-agencies-worldwide/
ÌÇÐÄÆƽâ°æ. "Estimated Google advertising spending as a share of marketing expenses of leading online travel agencies (OTAs) worldwide from 2019 to 2023, with a forecast for 2024." Chart. March 27, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 27, 2026. /statistics/1372143/google-ads-spending-share-online-travel-agencies-worldwide/
ÌÇÐÄÆƽâ°æ. (2024). Estimated Google advertising spending as a share of marketing expenses of leading online travel agencies (OTAs) worldwide from 2019 to 2023, with a forecast for 2024. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 27, 2026. /statistics/1372143/google-ads-spending-share-online-travel-agencies-worldwide/
ÌÇÐÄÆƽâ°æ. "Estimated Google Advertising Spending as a Share of Marketing Expenses of Leading Online Travel Agencies (Otas) Worldwide from 2019 to 2023, with a Forecast for 2024." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 27 Mar 2024, /statistics/1372143/google-ads-spending-share-online-travel-agencies-worldwide/
ÌÇÐÄÆƽâ°æ, Estimated Google advertising spending as a share of marketing expenses of leading online travel agencies (OTAs) worldwide from 2019 to 2023, with a forecast for 2024 ÌÇÐÄÆƽâ°æ, /statistics/1372143/google-ads-spending-share-online-travel-agencies-worldwide/ (last visited July 27, 2026)
Estimated Google advertising spending as a share of marketing expenses of leading online travel agencies (OTAs) worldwide from 2019 to 2023, with a forecast for 2024 [Graph], ÌÇÐÄÆƽâ°æ, March 27, 2024. [Online]. Available: /statistics/1372143/google-ads-spending-share-online-travel-agencies-worldwide/
