OTAs spend more than $14B on marketing in 2022
Expedia Group, Booking Holdings, Airbnb and Trip.com Group doled out a record amount of money to capture the attention of consumers
Across the four brands, spending on marketing (reported by Airbnb and Expedia Group as both sales and marketing) was just over $14 billion for the year – exceeding the amount the four companies spent in 2019 by about $500 million.
Key takeaways
The bulk of that spending came from Expedia Group and Booking Holdings, with the two companies disbursing $6.1 billion and $6 billion, respectively, in 2022;
Meanwhile Airbnb - which dramatically cut marketing spending in 2020 - has ramped it back up as revenues have increased;
Trip.com Group is the only one of the four OTAs analyzed that reduced its marketing spending in 2022, going from $772 million in 2021 to $616 million last year.
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