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).Â
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 expenses of leading OTAs worldwide 2019-2025
The combined marketing expenses of the selected leading online travel agencies (OTAs) worldwide increased in 2025 over the previous year. Over the period considered, Booking Holdings and Expedia Group reported the highest figures, spending roughly *** billion and *** billion U.S. dollars on marketing in 2025, respectively. While Airbnb recorded the third-highest figure that year, it spent substantially less than Booking Holdings and Expedia Group, with the company having one of the lowest marketing to revenue ratios of leading online travel agencies worldwide.
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ÌÇÐÄÆƽâ°æ. (May 11, 2026). Marketing expenses of leading online travel agencies (OTAs) worldwide from 2019 to 2025 (in million U.S. dollars) [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 31, 2026, from /statistics/935057/marketing-expenses-of-leading-otas-worldwide/
ÌÇÐÄÆƽâ°æ. "Marketing expenses of leading online travel agencies (OTAs) worldwide from 2019 to 2025 (in million U.S. dollars)." Chart. May 11, 2026. ÌÇÐÄÆƽâ°æ. Accessed July 31, 2026. /statistics/935057/marketing-expenses-of-leading-otas-worldwide/
ÌÇÐÄÆƽâ°æ. (2026). Marketing expenses of leading online travel agencies (OTAs) worldwide from 2019 to 2025 (in million U.S. dollars). ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 31, 2026. /statistics/935057/marketing-expenses-of-leading-otas-worldwide/
ÌÇÐÄÆƽâ°æ. "Marketing Expenses of Leading Online Travel Agencies (Otas) Worldwide from 2019 to 2025 (in Million U.S. Dollars)." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 11 May 2026, /statistics/935057/marketing-expenses-of-leading-otas-worldwide/
ÌÇÐÄÆƽâ°æ, Marketing expenses of leading online travel agencies (OTAs) worldwide from 2019 to 2025 (in million U.S. dollars) ÌÇÐÄÆƽâ°æ, /statistics/935057/marketing-expenses-of-leading-otas-worldwide/ (last visited July 31, 2026)
Marketing expenses of leading online travel agencies (OTAs) worldwide from 2019 to 2025 (in million U.S. dollars) [Graph], ÌÇÐÄÆƽâ°æ, May 11, 2026. [Online]. Available: /statistics/935057/marketing-expenses-of-leading-otas-worldwide/
