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.

市场营销与收入比率是一项衡量公司为生成销售而投入市场营销成本的指标。该比率越低，表明公司对市场营销依赖以赚取收入的程度越低。在2023年，Airbnb（当年报告的领先在线旅行社（OTA）中收入排名第三）的市场营销与收入比率仅为18%。相比之下，Booking Holdings和Expedia Group的市场营销与收入比率分别为32%和53%。