OTAs hit record levels of marketing spend in 2024
🚀 In 2024, top OTAs Airbnb, Booking Holdings, Expedia Group, and Trip.com Group invested a record $17.8 billion in marketing, a $1 billion rise from 2023. Trip.com increased its marketing budget by 29% to $1.6 billion, while Airbnb grew its spend by 22% to $2.1 billion, maintaining a 19% marketing-to-revenue ratio. Booking Holdings led with $7.3 billion (31% of revenue), and Expedia Group followed with a 12% increase to $6.8 billion. AI's impact on marketing strategies and search behavior adaptation were central in discussions, indicating a potential shift in industry-wide marketing approaches.
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