BKNG · 10-Q · 2026Q3 · Full report

Operating Expense Trends

Booking Holdings Inc. · 2026-11-03 · Importance 41 · Surprise 22 · From source text

Marketing expense rose 10.6% to $2.588 billion in the third quarter and 12.3% to $7.027 billion in the first nine months of 2026, primarily to drive additional gross bookings and revenue. Sales and other expense increased 7.1% to $1.097 billion in the quarter and 8.3% to $2.843 billion over nine months; merchant transaction costs accounted for $72 million and $221 million of those increases, respectively. Information technology expense increased 25.2% in the quarter and 21.8% over nine months, driven primarily by higher cloud computing costs, software license fees, and generative AI costs. General and administrative expense increased 33.0% in the quarter and 10.1% over nine months, with the quarterly increase primarily reflecting the FTC matter and higher outside-professional fees.

Key facts

• Performance and brand marketing expenses were $2.6 billion in Q3 2026, up 11% year over year, primarily reflecting travel-demand growth, higher affiliate marketing expenses, and investment in attractive-return performance channels. source
• Marketing expenses were $2.588 billion in Q3 2026, up 10.6%, and $7.027 billion in the first nine months, up 12.3%, year over year. source
• Sales and other expenses were $1.097 billion in Q3 2026, up 7.1%, and $2.843 billion in the first nine months, up 8.3%, year over year. source
• Personnel expenses increased 8.0% year over year for the first nine months of 2026 to $2.737 billion from $2.534 billion. source
• Information technology expenses increased 25.2% in Q3 2026 and 21.8% in the first nine months year over year, primarily due to higher cloud computing costs, software license fees, and generative AI costs. source
• Employee headcount increased 4% year over year to approximately 25,850 at September 30, 2026. source
• Booking Holdings Inc. adopted a practical expedient for estimating expected credit losses in the first quarter of 2026; adoption had no material impact on its consolidated financial statements. source
• Marketing expenses increased year over year in Q3 and the first nine months of 2026 due to efforts to drive additional gross bookings and revenues. source

Impact estimates