Sunstone Hotel Investors advertising spend, FY2025

Sunstone Hotel Investors (SHO) reported $54.3M of advertising expense for the fiscal year ended Dec 31, 2025. That is 5.7% of revenue of $960M. Up 4.0% from FY2024.

Ad spend, FY2025
$54.3M
year ended Dec 31, 2025
Change vs prior year
+4.0%
vs FY2024
Share of revenue
5.7%
of $960M revenue
Rank by ad spend
#440
of 458 companies

Key facts

  • Ad spend is 12% below its FY2015 level ($61.9M).
  • The highest year on file is FY2015 at $61.9M; FY2025 is 12% below it.
  • Largest increase +50.8% in FY2022; largest cut -56.3% in FY2020.
  • Ad spend has risen 5 years in a row.
  • Ad spend is 5.7% of revenue, down from 8.9% in FY2020.
  • Sunstone Hotel Investors spends more on advertising than 4% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is 1.2x the median of 4.6%.

Ad spend by fiscal year

$0 $20M $40M $60M $80M FY2009 (ended 2009-12-31): $31.5M FY2010 (ended 2010-12-31): $27.3M 2010 FY2011 (ended 2011-12-31): $37.2M FY2012 (ended 2012-12-31): $42.5M FY2013 (ended 2013-12-31): $47.3M 2013 FY2014 (ended 2014-12-31): $55M FY2015 (ended 2015-12-31): $61.9M FY2016 (ended 2016-12-31): $60.1M 2016 FY2017 (ended 2017-12-31): $58.6M FY2018 (ended 2018-12-31): $55.5M FY2019 (ended 2019-12-31): $54.4M 2019 FY2020 (ended 2020-12-31): $23.7M FY2021 (ended 2021-12-31): $31.2M FY2022 (ended 2022-12-31): $47M 2022 FY2023 (ended 2023-12-31): $52M FY2024 (ended 2024-12-31): $52.2M FY2025 (ended 2025-12-31): $54.3M 2025 $54.3M

Ad spend as % of revenue

0% 3% 5% 8% 10% FY2009 (ended 2009-12-31): n/a FY2010 (ended 2010-12-31): n/a 2010 FY2011 (ended 2011-12-31): n/a FY2012 (ended 2012-12-31): n/a FY2013 (ended 2013-12-31): n/a 2013 FY2014 (ended 2014-12-31): n/a FY2015 (ended 2015-12-31): n/a FY2016 (ended 2016-12-31): 5.1% 2016 FY2017 (ended 2017-12-31): 4.9% FY2018 (ended 2018-12-31): 4.8% FY2019 (ended 2019-12-31): 4.9% 2019 FY2020 (ended 2020-12-31): 8.9% FY2021 (ended 2021-12-31): 6.1% FY2022 (ended 2022-12-31): 5.2% 2022 FY2023 (ended 2023-12-31): 5.3% FY2024 (ended 2024-12-31): 5.8% FY2025 (ended 2025-12-31): 5.7% 2025 5.7%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $54.3M +4.0% $960M 5.7% AdvertisingExpense 10-K Feb 27, 2026
FY2024 Dec 31, 2024 $52.2M +0.4% $906M 5.8% AdvertisingExpense 10-K Feb 27, 2026
FY2023 Dec 31, 2023 $52M +10.6% $986M 5.3% AdvertisingExpense 10-K Feb 27, 2026
FY2022 Dec 31, 2022 $47M +50.8% $912M 5.2% AdvertisingExpense 10-K Feb 21, 2025
FY2021 Dec 31, 2021 $31.2M +31.2% $509M 6.1% AdvertisingExpense 10-K Feb 23, 2024
FY2020 Dec 31, 2020 $23.7M -56.3% $268M 8.9% AdvertisingExpense 10-K Feb 23, 2023
FY2019 Dec 31, 2019 $54.4M -2.1% $1.1B 4.9% AdvertisingExpense 10-K Feb 23, 2022
FY2018 Dec 31, 2018 $55.5M -5.2% $1.2B 4.8% AdvertisingExpense 10-K Feb 12, 2021
FY2017 Dec 31, 2017 $58.6M -2.5% $1.2B 4.9% AdvertisingExpense 10-K Feb 19, 2020
FY2016 Dec 31, 2016 $60.1M -2.9% $1.2B 5.1% AdvertisingExpense 10-K Feb 14, 2019
FY2015 Dec 31, 2015 $61.9M +12.5% n/a n/a AdvertisingExpense 10-K Feb 14, 2018
FY2014 Dec 31, 2014 $55M +16.2% n/a n/a AdvertisingExpense 10-K Feb 23, 2017
FY2013 Dec 31, 2013 $47.3M +11.4% n/a n/a AdvertisingExpense 10-K Feb 23, 2016
FY2012 Dec 31, 2012 $42.5M +14.1% n/a n/a AdvertisingExpense 10-K Feb 19, 2015
FY2011 Dec 31, 2011 $37.2M +36.2% n/a n/a AdvertisingExpense 10-K Feb 25, 2014
FY2010 Dec 31, 2010 $27.3M -13.4% n/a n/a AdvertisingExpense 10-K Feb 25, 2013
FY2009 Dec 31, 2009 $31.5M n/a n/a n/a AdvertisingExpense 10-K Feb 28, 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 Sunstone Hotel Investors in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
438 Reynolds Consumer Products $55M 1.5% -29.5% FY2025
439 Sandisk $55M 0.3% +89.7% FY2026
440 Sunstone Hotel Investors $54.3M 5.7% +4.0% FY2025
441 Liberty Media $54M 1.2% +58.8% FY2025
442 Toast $54M 0.9% +25.6% FY2025
443 Cable One $53.6M 3.6% 0.0% FY2025
444 Hinge Health $53.6M 9.1% +43.7% FY2025

Full ranking of 458 companies · Biggest increases #259 · Up 5+ years in a row #61

Questions

How much does Sunstone Hotel Investors spend on advertising?

Sunstone Hotel Investors spent $54.3M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 27, 2026.

What percentage of revenue does Sunstone Hotel Investors spend on advertising?

5.7% of revenue in fiscal 2025 ($54.3M of $960M). The median across the 458 companies tracked is 4.6%.

Is Sunstone Hotel Investors spending more on advertising?

Yes. Ad spend rose 4.0% in fiscal 2025 from fiscal 2024. It has risen 5 years in a row.

How does Sunstone Hotel Investors rank by advertising spend?

#440 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.

What does Sunstone Hotel Investors's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 27, 2026
Accession number
0001104659-26-021440
Company
Sunstone Hotel Investors, Inc., CIK 1295810, SIC 7011 (Hotels & Motels)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Sunstone Hotel Investors advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 27, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/sunstone-hotel-investors/advertising-spend/
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