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
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 ODIGEO 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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Statista. (March 27, 2024). 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 [Graph]. In Statista. Retrieved December 13, 2024, from https://www.statista.com/statistics/1372143/google-ads-spending-share-online-travel-agencies-worldwide/
Statista. "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." Chart. March 27, 2024. Statista. Accessed December 13, 2024. https://www.statista.com/statistics/1372143/google-ads-spending-share-online-travel-agencies-worldwide/
Statista. (2024). 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. Statista. Statista Inc.. Accessed: December 13, 2024. https://www.statista.com/statistics/1372143/google-ads-spending-share-online-travel-agencies-worldwide/
Statista. "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." Statista, Statista Inc., 27 Mar 2024, https://www.statista.com/statistics/1372143/google-ads-spending-share-online-travel-agencies-worldwide/
Statista, 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 Statista, https://www.statista.com/statistics/1372143/google-ads-spending-share-online-travel-agencies-worldwide/ (last visited December 13, 2024)
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 [Graph], Statista, March 27, 2024. [Online]. Available: https://www.statista.com/statistics/1372143/google-ads-spending-share-online-travel-agencies-worldwide/