OTAs Q1 marketing spending shows wide variance
Along with spending a far smaller percentage of its revenue on marketing, Airbnb called out different strategic goals than both Booking.com and Expedia
Expedia Group, Booking Holdings and Airbnb collectively spent more than $3.5 billion on marketing in the first quarter of this year – up nearly $1 billion compared with the same period in 2022 - but the breakdown of that spending and related strategies varies widely among the three global travel giants.
Key takeaways
- Expedia Group spent $1.7 billion on marketing, accounting for 63% of its total revenue - up from 59% in the first quarter of 2022;
- Booking.com spend $1.5 billion on marketing, accounting for 40% of its total revenue - down from 41% in the first quarter of 2022;
- Airbnb spend $450 million on marketing, accounting for 25% of total revenue - up slightly from 23% in the first quarter of 2022.
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