BKNG · News · 20260805N

Operating Expense Trends

Booking Holdings Inc. · 2026-08-05 · Importance 30 · Surprise 40

Marketing expenses increased 11% year over year in the second quarter, outpacing the 8% revenue increase. The higher spending raised concerns about customer-acquisition costs and competitive pressure, particularly from Google. Booking Holdings also cited increased marketing expense as a headwind despite strong room-night and gross-booking growth. The company is using AI in customer service and other internal processes to reduce operating costs and improve customer satisfaction.

Key facts

• Marketing expenses grew 11%, outpacing revenue growth, increasing concerns about customer acquisition costs. source