Booking Holdings advertising spend, FY2025
Booking Holdings (BKNG) reported $8.2B of advertising expense for the fiscal year ended Dec 31, 2025. That is 30.4% of revenue of $26.9B. Up 12.5% from FY2024.
Key facts
- Ad spend is 3.8x its FY2020 level ($2.2B), slower than revenue (4.0x).
- FY2025 is the highest year on file, going back to FY2018.
- Largest increase +74.4% in FY2021; largest cut -56.1% in FY2020.
- Ad spend has risen 5 years in a row.
- Ad spend is 30.4% of revenue, down from 32.1% in FY2020.
- Booking Holdings spends more on advertising than 98% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 5.9x the median of 5.2%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2025 | Dec 31, 2025 | $8.2B | +12.5% | $26.9B | 30.4% | MarketingExpense | 10-K Feb 18, 2026 |
| FY2024 | Dec 31, 2024 | $7.3B | +7.5% | $23.7B | 30.7% | MarketingExpense | 10-K Feb 18, 2026 |
| FY2023 | Dec 31, 2023 | $6.8B | +13.0% | $21.4B | 31.7% | MarketingExpense | 10-K Feb 18, 2026 |
| FY2022 | Dec 31, 2022 | $6B | +57.7% | $17.1B | 35.1% | MarketingExpense | 10-K Feb 20, 2025 |
| FY2021 | Dec 31, 2021 | $3.8B | +74.4% | $11B | 34.7% | MarketingExpense | 10-K Feb 22, 2024 |
| FY2020 | Dec 31, 2020 | $2.2B | -56.1% | $6.8B | 32.1% | MarketingExpense | 10-K Feb 23, 2023 |
| FY2019 | Dec 31, 2019 | $5B | +0.2% | $15.1B | 33.0% | MarketingExpense | 10-K Feb 23, 2022 |
| FY2018 | Dec 31, 2018 | $5B | n/a | $14.5B | 34.1% | MarketingExpense | 10-K Feb 24, 2021 |
What the figure is
Total marketing expense (XBRL tag MarketingExpense). It can include marketing staff costs, not only paid media.
Compared with similar spenders
The 6 companies closest to Booking Holdings in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 3 | PDD Holdings (Temu) | $10.7B | 17.4% | +14.2% | FY2025 |
| 4 | Procter & Gamble | $10.2B | 11.7% | +10.9% | FY2026 |
| 5 | Alphabet (Google) | $9.9B | 2.5% | +13.8% | FY2025 |
| 6 | Comcast | $8.9B | 7.2% | +9.8% | FY2025 |
| 7 | Booking Holdings | $8.2B | 30.4% | +12.5% | FY2025 |
| 8 | Disney | $6.5B | 6.9% | +6.6% | FY2025 |
| 9 | American Express | $6.3B | 8.7% | +3.5% | FY2025 |
Full ranking of 336 companies · Biggest increases #114 · Highest ad-to-revenue #12 · Up 5+ years in a row #44
Questions
How much does Booking Holdings spend on advertising?
Booking Holdings spent $8.2B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 18, 2026.
What percentage of revenue does Booking Holdings spend on advertising?
30.4% of revenue in fiscal 2025 ($8.2B of $26.9B). The median across the 336 companies tracked is 5.2%.
Is Booking Holdings spending more on advertising?
Yes. Ad spend rose 12.5% in fiscal 2025 from fiscal 2024. It has risen 5 years in a row.
How does Booking Holdings rank by advertising spend?
#7 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Booking Holdings's advertising figure include?
Total marketing expense (XBRL tag MarketingExpense). It can include marketing staff costs, not only paid media.
Source
- Filing
- 10-K for FY2025, filed Feb 18, 2026
- Accession number
0001075531-26-000009- Company
- Booking Holdings Inc., CIK 1075531, SIC 4700 (Transportation Services)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Booking Holdings advertising spend, FY2018-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 18, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/booking-holdings/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies