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.
Marketing to revenue ratio of leading online travel agencies (OTAs) worldwide from 2019 to 2023
Characteristic
2019
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2023
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companies are ranked based on the highest revenue in 2023
Supplementary notes
¹ Figures for eDreams and MakeMyTrip do not refer to fiscal years (ending in March) but to calendar years. Data were calculated by looking at the figures of the four calendar quarters.
The marketing to revenue ratio was calculated based on data in U.S. dollars. Figures in euros (eDreams Odigeo, Trivago, and Lastminute.com Group) and in British pounds (On the Beach Group) were converted to U.S. dollars by looking at the exchange rate on December 31 each year.
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Statista. (May 17, 2024). Marketing to revenue ratio of leading online travel agencies (OTAs) worldwide from 2019 to 2023 [Graph]. In Statista. Retrieved July 13, 2024, from https://www.statista.com/statistics/1453093/marketing-revenue-ratio-leading-otas-worldwide/
Statista. "Marketing to revenue ratio of leading online travel agencies (OTAs) worldwide from 2019 to 2023." Chart. May 17, 2024. Statista. Accessed July 13, 2024. https://www.statista.com/statistics/1453093/marketing-revenue-ratio-leading-otas-worldwide/
Statista. (2024). Marketing to revenue ratio of leading online travel agencies (OTAs) worldwide from 2019 to 2023. Statista. Statista Inc.. Accessed: July 13, 2024. https://www.statista.com/statistics/1453093/marketing-revenue-ratio-leading-otas-worldwide/
Statista. "Marketing to Revenue Ratio of Leading Online Travel Agencies (Otas) Worldwide from 2019 to 2023." Statista, Statista Inc., 17 May 2024, https://www.statista.com/statistics/1453093/marketing-revenue-ratio-leading-otas-worldwide/
Statista, Marketing to revenue ratio of leading online travel agencies (OTAs) worldwide from 2019 to 2023 Statista, https://www.statista.com/statistics/1453093/marketing-revenue-ratio-leading-otas-worldwide/ (last visited July 13, 2024)
Marketing to revenue ratio of leading online travel agencies (OTAs) worldwide from 2019 to 2023 [Graph], Statista, May 17, 2024. [Online]. Available: https://www.statista.com/statistics/1453093/marketing-revenue-ratio-leading-otas-worldwide/
