Marketing expenses of leading OTAs worldwide 2023| Statista

The marketing expenses of leading online travel agencies (OTAs) worldwide grew significantly in 2023 compared to the previous year, exceeding the expenditures recorded before the COVID-19 pandemic. Over the period considered, Expedia Group and Booking Holdings reported the highest figures, spending roughly 6.9 billion and 6.8 billion U.S. dollars on marketing in 2023, respectively. While Airbnb recorded the third-highest figure that year, it spent substantially less than Expedia Group and Booking Holdings, with the company's marketing expenses reaching around 1.8 billion U.S. dollars.

Marketing expenses of leading online travel agencies (OTAs) worldwide from 2019 to 2023 (in million U.S. dollars)

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Release date

May 2024

More information

Region

Worldwide

Survey time period

2019 to 2023

Special properties

companies are ranked based on the highest revenue in 2023

Supplementary notes

¹ Figures for eDreams and MakeMyTrip do not refer to fiscal years (ending in March) but to calendar years. Data were calculated by summing 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.

Data have 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.