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Marketing to revenue ratio of leading online travel agencies (OTAs) worldwide from 2019 to 2025

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Sources

Release date

May 2026

Region

Worldwide

Survey time period

2019 to 2025

Special properties

companies are ranked based on the highest revenue in 2025; figures only refer to publicly traded companies

Supplementary notes

¹ Figures for eDreams and MakeMyTrip do not refer to fiscal years (ending in March) but to calendar years. Data was calculated by summing the figures of the four calendar quarters.

Figures in euros (eDreams ODIGEO, Trivago, and Lastminute.com Group) and in British pounds (On the Beach Group) were converted to U.S. dollars by looking at the exchange rate on December 31 per each year (and on September 30 for On the Beach Group). 

Data has been compiled by ÌÇÐÄÆƽâ°æ based on the company filings for the selected financial years: ,Ìý,Ìý,Ìý,Ìý,Ìý, ,Ìý,Ìý,Ìý.

Citation formats

Marketing/revenue ratio of leading OTAs worldwide 2019-2025

Published by ÌÇÐÄÆƽâ°æ Research Department, May 11, 2026

The marketing to revenue ratio is an indicator that measures how much a company spends on marketing to generate sales. The lower the ratio, the less the company depends on marketing to earn revenue. In 2025, the marketing/revenue ratio of Airbnb, which reported the third-highest revenue of leading online travel agencies (OTAs) that year, was just ** percent. In contrast, Booking Holdings and Expedia Group had marketing to revenue ratios of ** percent and ** percent, respectively.

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