- Main on-line journey brokers (OTAs) comparable to Airbnb, Reserving Holdings, Expedia Group, and Journey.com Group invested $5.2 billion in advertising in Q2 2025.
- There’s a rising shift from conventional promoting to social media and AI-driven channels.
- Airbnb and Reserving Holdings are specializing in social media for focused advertising, whereas Expedia Group and Journey.com are exploring AI for enhanced buyer engagement.
The net journey trade is experiencing a big improve in advertising expenditures as main gamers try to seize a bigger market share. Within the second quarter of 2025, main OTAs, together with Airbnb, Reserving Holdings, Expedia Group, and Journey.com Group, collectively spent $5.2 billion on advertising. This marks a continued development of accelerating funding in on-line advertising methods.
Airbnb’s Strategic Shift
Airbnb’s advertising spend rose to $691 million, up from $593 million in the identical quarter of 2024. The corporate is specializing in selling its complete choices, comparable to Airbnb Experiences and Companies. CEO Brian Chesky emphasised the significance of promoting Airbnb as a unified platform, leveraging social media to focus on customers successfully. Chesky famous a shift from conventional promoting to social media, aligning with altering client behaviors.
Social Media and AI Integration
Reserving Holdings can be experimenting with social channels, notably by way of a partnership with TikTok to allow in-app resort bookings. The corporate’s advertising spend elevated to $2.1 billion, with a concentrate on diversifying advertising channels past conventional platforms, comparable to Google.
Expedia Group is exploring the potential of generative AI in enhancing search and reserving processes. CEO Ariane Gorin highlighted the fast progress of AI-driven site visitors, which is changing into bookings at increased charges. The corporate is collaborating with AI corporations to make sure efficient model illustration in AI-driven environments.
Journey.com Group’s Enlargement Efforts
Journey.com Group elevated its advertising expenditure by 30% year-over-year to $464 million, pushed by its worldwide growth efforts. The corporate has additionally launched Journey.Planner, an AI-powered journey planning instrument, as a part of its technique to combine superior know-how into its choices.
Uncover extra at PhocusWire.