How many zeros!?

This pic came up in my Twitter feed on Friday.

It was taken by Colin Lewis at the Global Travel Summit.

In case you're wondering that enormous number is the amount that booking.com and expedia spent on advertising with Google in 2018.

Just to clarify that figure is $10.6 Billion.

To be honest I find it hard to comprehend a number of that size. Especially as a proportion of marketing spend.

Although it may explain why so many hotels of late are complaining so much about booking.com and their fees.