Booking Holdings spent $1.8bn on marketing in Q2

The company expects to spend less on marketing this year as its focus on efficiency and ROI continues

Aug 7, 2023

Booking Holdings, owner of, and Open Table, among others, claims marketing efficiency was a key driver for its profit growth as the business reported its second quarter financial results.

Key takeaways

  • Booking’s marketing spend grew 4% year-on-year in Q2, while the marketing expenses as a percentage of gross bookings was “about 50 basis points lower” than the same period last year;
  • Booking spent “around $1.8bn” on marketing in Q2, a figure Fogel calls “a large amount”, hence why the business is ramping up its efficiency focus;
  • Fogel explained the 50 basis points decrease was because of “higher ROIs” in its paid channels, and “a higher mix of direct business”.

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