Marketing/revenue ratio of leading OTAs worldwide 2019-2023
The marketing to revenue ratio is an indicator that measures how much a company spends on marketing to generate sales. The lower the ratio, the less the company depends on marketing to earn revenue. In 2023, the marketing/revenue ratio of Airbnb, which reported the third-highest revenue of leading online travel agencies (OTAs) that year, was just 18 percent. By contrast, Booking Holdings and the Expedia Group had marketing to revenue ratios of 32 percent and 53 percent, respectively.