Marketing/revenue ratio of leading OTAs worldwide 2019-2024

Published by Statista Research Department, May 16, 2025

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 2024, 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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Marketing to revenue ratio of leading online travel agencies (OTAs) worldwide from 2019 to 2024

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Release date

May 2025

Region

Worldwide

Survey time period

2019 to 2024

Special properties

companies are ranked based on the highest revenue in 2024

Supplementary notes

Âı 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 Statista based on the company filings for the selected financial years: Booking Holdings, Expedia Group, Airbnb, Trip.com, Tripadvisor, eDreams ODIGEO, Despegar, Trivago, MakeMyTrip, Lastminute.com Group, On the Beach Group.

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Industry overview

8

Online bookings

6

Market leaders

7

Booking Holdings

5

Expedia Group

4

Airbnb

4

Trip.com Group

4

Tripadvisor

5

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Topics

Expedia Group, Inc.AirbnbTripadvisor, Inc.Online travel market Trip.com Group
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