Expedia advertising spend, FY2025

Expedia (EXPE) reported $3.9B of advertising expense for the fiscal year ended Dec 31, 2025. That is 26.5% of revenue of $14.7B. Down 2.5% from FY2024.

Ad spend, FY2025
$3.9B
year ended Dec 31, 2025
Change vs prior year
-2.5%
vs FY2024
Share of revenue
26.5%
of $14.7B revenue
Rank by ad spend
#16
of 336 companies

Key facts

  • Ad spend is 1.9x its FY2015 level ($2.1B), slower than revenue (2.2x).
  • The highest year on file is FY2024 at $4B; FY2025 is 3% below it.
  • Largest increase +125.0% in FY2021; largest cut -65.7% in FY2020.
  • Ad spend is 26.5% of revenue, up from 23.1% in FY2020.
  • Expedia spends more on advertising than 96% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 5.1x the median of 5.2%.

Ad spend by fiscal year

$0 $1B $2B $3B $4B FY2009 (ended 2009-12-31): $622M FY2010 (ended 2010-12-31): $694M 2010 FY2011 (ended 2011-12-31): $797M FY2012 (ended 2012-12-31): $890M FY2013 (ended 2013-12-31): $1.2B 2013 FY2014 (ended 2014-12-31): $1.6B FY2015 (ended 2015-12-31): $2.1B FY2016 (ended 2016-12-31): $2.7B 2016 FY2017 (ended 2017-12-31): $3.3B FY2018 (ended 2018-12-31): $3.4B FY2019 (ended 2019-12-31): $3.5B 2019 FY2020 (ended 2020-12-31): $1.2B FY2021 (ended 2021-12-31): $2.7B FY2022 (ended 2022-12-31): $3.9B 2022 FY2023 (ended 2023-12-31): $3.8B FY2024 (ended 2024-12-31): $4B FY2025 (ended 2025-12-31): $3.9B 2025 $3.9B

Ad spend as % of revenue

0% 10% 20% 30% 40% FY2009 (ended 2009-12-31): 22.7% FY2010 (ended 2010-12-31): 22.9% 2010 FY2011 (ended 2011-12-31): 23.1% FY2012 (ended 2012-12-31): 22.1% FY2013 (ended 2013-12-31): 25.2% 2013 FY2014 (ended 2014-12-31): 27.8% FY2015 (ended 2015-12-31): 31.5% FY2016 (ended 2016-12-31): 30.8% 2016 FY2017 (ended 2017-12-31): 32.8% FY2018 (ended 2018-12-31): 30.3% FY2019 (ended 2019-12-31): 29.0% 2019 FY2020 (ended 2020-12-31): 23.1% FY2021 (ended 2021-12-31): 31.4% FY2022 (ended 2022-12-31): 33.4% 2022 FY2023 (ended 2023-12-31): 29.6% FY2024 (ended 2024-12-31): 29.2% FY2025 (ended 2025-12-31): 26.5% 2025 26.5%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $3.9B -2.5% $14.7B 26.5% AdvertisingExpense 10-K Feb 13, 2026
FY2024 Dec 31, 2024 $4B +5.3% $13.7B 29.2% AdvertisingExpense 10-K Feb 13, 2026
FY2023 Dec 31, 2023 $3.8B -2.6% $12.8B 29.6% AdvertisingExpense 10-K Feb 13, 2026
FY2022 Dec 31, 2022 $3.9B +44.4% $11.7B 33.4% AdvertisingExpense 10-K Feb 7, 2025
FY2021 Dec 31, 2021 $2.7B +125.0% $8.6B 31.4% AdvertisingExpense 10-K Feb 9, 2024
FY2020 Dec 31, 2020 $1.2B -65.7% $5.2B 23.1% AdvertisingExpense 10-K Feb 10, 2023
FY2019 Dec 31, 2019 $3.5B +2.9% $12.1B 29.0% AdvertisingExpense 10-K Feb 11, 2022
FY2018 Dec 31, 2018 $3.4B +3.0% $11.2B 30.3% AdvertisingExpense 10-K Feb 12, 2021
FY2017 Dec 31, 2017 $3.3B +22.2% $10.1B 32.8% AdvertisingExpense 10-K Feb 14, 2020
FY2016 Dec 31, 2016 $2.7B +28.6% $8.8B 30.8% AdvertisingExpense 10-K Feb 9, 2018
FY2015 Dec 31, 2015 $2.1B +31.3% $6.7B 31.5% AdvertisingExpense 10-K Feb 9, 2018
FY2014 Dec 31, 2014 $1.6B +33.3% $5.8B 27.8% AdvertisingExpense 10-K Feb 10, 2017
FY2013 Dec 31, 2013 $1.2B +34.8% $4.8B 25.2% AdvertisingExpense 10-K Feb 11, 2016
FY2012 Dec 31, 2012 $890M +11.7% $4B 22.1% AdvertisingExpense 10-K Feb 6, 2015
FY2011 Dec 31, 2011 $797M +14.8% $3.4B 23.1% AdvertisingExpense 10-K Feb 7, 2014
FY2010 Dec 31, 2010 $694M +11.6% $3B 22.9% AdvertisingExpense 10-K Feb 6, 2013
FY2009 Dec 31, 2009 $622M n/a $2.7B 22.7% AdvertisingExpense 10-K Feb 10, 2012

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Expedia in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
14 Progressive $5.1B 5.9% +28.2% FY2025
15 Nike $4.8B 10.2% +1.4% FY2026
16 Expedia $3.9B 26.5% -2.5% FY2025
17 Verizon $3.8B 2.8% -3.6% FY2025
18 T-Mobile $3.7B 4.2% +19.4% FY2025
19 PepsiCo $3.4B 3.6% -12.8% FY2025
20 AT&T $3.1B 2.5% +24.0% FY2025

Full ranking of 336 companies · Biggest cuts #72 · Highest ad-to-revenue #20

Questions

How much does Expedia spend on advertising?

Expedia spent $3.9B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 13, 2026.

What percentage of revenue does Expedia spend on advertising?

26.5% of revenue in fiscal 2025 ($3.9B of $14.7B). The median across the 336 companies tracked is 5.2%.

Is Expedia spending more on advertising?

No. Ad spend fell 2.5% in fiscal 2025 from fiscal 2024.

How does Expedia rank by advertising spend?

#16 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Expedia's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2025, filed Feb 13, 2026
Accession number
0001324424-26-000008
Company
Expedia Group, Inc., CIK 1324424, SIC 4700 (Transportation Services)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Expedia advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 13, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/expedia-group/advertising-spend/
Download
CSV, all years · CSV, all 336 companies