Google spending as a share of marketing expenses of leading OTAs worldwide 2019-2024

Published by Statista Research Department, Mar 27, 2024

The expenditure on Google advertising of online travel agencies (OTAs) Booking Holdings and the Expedia Group accounted for 47 percent and 34 percent of the companies' marketing expenses in 2023, respectively. As estimated, Booking Holdings and the Expedia Group reported the highest expenditure on Google ads among leading OTAs that year.

Estimated Google advertising spending as a share of marketing expenses of leading online travel agencies (OTAs) worldwide from 2019 to 2023, with a forecast for 2024

Characteristic	2019	2020	2021	2022	2023	2024
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Release date

March 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 2023 figures for Trip.com Group, MakeMyTrip, and Despegar are based on a Monte Carlo analysis. Data for eDreams and MakeMyTrip do not refer to fiscal years (ending in March) but to calendar years.

Data estimated by Statista based on a Monte Carlo analysis, desk research, and publicly available information.

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