Marketing expenses of leading OTAs worldwide 2024| Statista

The combined marketing expenses of the selected leading online travel agencies (OTAs) worldwide increased in 2024 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 2024, 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.

Marketing expenses of leading online travel agencies (OTAs) worldwide from 2019 to 2024 (in million U.S. dollars)

Characteristic	2019	2020	2021	2022	2023	2024
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Release date

May 2025

More information

Region

Worldwide

Survey time period

2019 to 2024

Special properties

companies are ranked based on the highest revenue in 2024

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 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.