Business Segments · Marketing
Business Segments — Marketing
Airbnb Business Segments — Marketing increased by 9.8% to $447.00M in Q4 2025 compared to the prior quarter. Year-over-year, this metric grew by 29.9%, from $344.00M to $447.00M. Over 3 years (FY 2022 to FY 2025), Business Segments — Marketing shows an upward trend with a 19.4% CAGR.
Analysis
StatementSegment
CategoryGrowth
SignalContext dependent
VolatilityModerate
First reportedQ1 2022
Last reportedQ4 2025
How to read this metric
An increase is often necessary for growth, but excessive spending relative to revenue growth may indicate declining marketing efficiency.
Detailed definition
Expenditures related to advertising, brand awareness, and customer acquisition campaigns. This metric measures the inves...
Peer comparison
Comparable to Sales and Marketing expenses in consumer-facing digital platforms.
Metric ID:
abnb_segment_reportable_segment_marketingHistorical Data
16 periods
| Q1 '22 | Q2 '22 | Q3 '22 | Q4 '22 | Q1 '23 | Q2 '23 | Q3 '23 | Q4 '23 | Q1 '24 | Q2 '24 | Q3 '24 | Q4 '24 | Q1 '25 | Q2 '25 | Q3 '25 | Q4 '25 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Value | $250.25M | $250.25M | $250.25M | $250.25M | $297.25M | $297.25M | $297.25M | $297.25M | $374.00M | $409.00M | $357.00M | $344.00M | $382.00M | $468.00M | $407.00M | $447.00M |
| QoQ Change | — | +0.0% | +0.0% | +0.0% | +18.8% | +0.0% | +0.0% | +0.0% | +25.8% | +9.4% | -12.7% | -3.6% | +11.0% | +22.5% | -13.0% | +9.8% |
| YoY Change | — | — | — | — | +18.8% | +18.8% | +18.8% | +18.8% | +25.8% | +37.6% | +20.1% | +15.7% | +2.1% | +14.4% | +14.0% | +29.9% |
Range$250.25M – $468.00M
CAGR+16.7%
Avg YoY Growth+19.6%
Median YoY Growth+18.8%
Similar Metrics at Other Companies
Frequently Asked Questions
- What is Airbnb's business segments — marketing?
- Airbnb (ABNB) reported business segments — marketing of $447.00M in Q4 2025.
- How has Airbnb's business segments — marketing changed year-over-year?
- Airbnb's business segments — marketing increased by 29.9% year-over-year, from $344.00M to $447.00M.
- What is the long-term trend for Airbnb's business segments — marketing?
- Over 3 years (2022 to 2025), Airbnb's business segments — marketing has grown at a 19.4% compound annual growth rate (CAGR), from $1.00B to $1.70B.
- What does business segments — marketing mean?
- Total spending on advertising and customer acquisition efforts.