Expedia spent $2.8 biillion on marketing in 2014 (four times its investment in tech)
Pumping in $686 million into developing technology sounds like a princely sum for Expedia Inc – but is a shadow of its marketing outlay.
During 2014, some $2.8 billion was spent on marketing across its portfolio of brands, including the Expedia mothership, Trivago, eLong, Hotels.com, Hotwire and Venere, the company says.
This marketing spend would have included above-the-line advertising as well as its continued heavy investment in buying keywords in search.
Barring a sudden change in strategy, marketing spend is likely to increase during 2015 as Expedia gets to grips with its acquisition of Wotif in the competitive Asia-Pacific marketplace and takes over full control of Travelocity.