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Booking Holdings Inc. BKNG Sales & Marketing
Discontinued — last reported Q4 '25
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Where this comes from
Reported directly by Booking Holdings Inc. in its filing.
Tagged under the XBRL concept us-gaap:MarketingExpense.
The source filing: Booking Holdings Inc.’s 10-K, filed February 18, 2026.
- Filed
- Feb 18, 2026, 5:13 PM EST
- Fiscal year
- FY2025
- Accession
- 0001075531-26-000009
| Line item | Year Ended December 31, 2025 | Year Ended December 31, 2024 | Year Ended December 31, 2023 |
|---|---|---|---|
| Advertising and other revenues | 1,194 | 1,073 | 1,015 |
| Total revenues | 26,917 | 23,739 | 21,365 |
| Operating expenses: | |||
| Marketing expenses | 8,186 | 7,278 | 6,773 |
| Sales and other expenses | 3,453 | 3,120 | 2,744 |
| Personnel, including stock-based compensation of $613, $599, and $530, respectively | 3,403 | 3,354 | 3,294 |
| General and administrative | 857 | 1,036 | 1,560 |
| Information technology | 908 | 771 | 655 |
Item 16. Form 10-K Summary.
FAQ
- 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 $3.8B to $8.19B.
- What does sales & marketing mean?
- Costs of selling products and services including sales force compensation, commissions, marketing campaigns, trade shows, and customer acquisition expenses.
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