Operating Expenses
Sales & Marketing
Booking Holdings Inc. Sales & Marketing decreased by 17.5% to $1.93B in Q4 2025 compared to the prior quarter. Year-over-year, this metric grew by 22.3%, from $1.58B to $1.93B. Over 4 years (FY 2021 to FY 2025), Sales & Marketing shows an upward trend with a 21.1% CAGR.
Analysis
StatementIncome Statement
SectionOperating Expenses
CategoryEfficiency
SignalContext dependent
VolatilityModerate
First reportedQ1 2014
Last reportedQ1 2026
How to read this metric
An increase may signal an aggressive growth strategy, while a decrease might indicate cost-cutting or reduced market investment.
Detailed definition
Selling and marketing expenses include costs associated with advertising, sales force compensation, and promotional acti...
Peer comparison
Common operating expense category; analyzed as a percentage of revenue to gauge marketing efficiency.
Metric ID:
is_selling_and_marketingHistorical Data
19 periods
| Q2 '21 | Q3 '21 | Q4 '21 | 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 | $988.00M | $1.38B | $974.00M | $1.15B | $1.74B | $1.80B | $1.31B | $1.52B | $1.80B | $2.02B | $1.43B | $1.61B | $1.94B | $2.15B | $1.58B | $1.78B | $2.14B | $2.34B | $1.93B |
| QoQ Change | — | +39.5% | -29.3% | +17.8% | +51.4% | +3.3% | -26.8% | +15.4% | +18.7% | +12.3% | -29.1% | +12.4% | +20.4% | +10.9% | -26.6% | +12.6% | +20.4% | +9.4% | -17.5% |
| YoY Change | — | — | — | — | +75.8% | +30.3% | +34.9% | +32.3% | +3.7% | +12.6% | +9.1% | +6.1% | +7.7% | +6.4% | +10.1% | +10.4% | +10.3% | +8.8% | +22.3% |
Range$974.00M – $2.34B
CAGR+16.0%
Avg YoY Growth+18.7%
Median YoY Growth+10.3%
Sales & Marketing at Other Companies
Frequently Asked Questions
- What is Booking Holdings Inc.'s sales & marketing?
- Booking Holdings Inc. (BKNG) reported sales & marketing of $1.93B in Q4 2025.
- How has Booking Holdings Inc.'s sales & marketing changed year-over-year?
- Booking Holdings Inc.'s sales & marketing increased by 22.3% year-over-year, from $1.58B to $1.93B.
- What is the long-term trend for Booking Holdings Inc.'s sales & marketing?
- Over 4 years (2021 to 2025), Booking Holdings Inc.'s sales & marketing has grown at a 21.1% compound annual growth rate (CAGR), from $3.80B to $8.19B.
- What does sales & marketing mean?
- Costs related to promoting products and acquiring or retaining customers.