Booking and Expedia together spent nearly $13 billion on marketing in 2023, marking a significant rise from $10 billion in 2019, with marketing being their largest expense.
In terms of marketing efficiency, Expedia spent about 6% of its gross bookings on marketing in 2023, whereas Booking managed to keep this down to only 4.5%.
CEO Glenn Fogel stated that Booking has identified and shut down marketing expenditures that were not yielding a good return on investment, funneling more towards direct bookings.
Both companies initiated a shift from an agency model to a merchant model, changing how they source their gross bookings.
Collection
[
|
...
]