Booking Holdings Inc.

SWX:BKNG Stock Report

Market Cap: CHF 121.0b

Booking Holdings Valuation

Is BKNG undervalued compared to its fair value, analyst forecasts and its price relative to the market?

Valuation Score

3/6

Valuation Score 3/6

  • Below Future Cash Flow Value

  • Significantly Below Future Cash Flow Value

  • Price-To-Earnings vs Peers

  • Price-To-Earnings vs Industry

  • Price-To-Earnings vs Fair Ratio

  • Analyst Forecast

Share Price vs Fair Value

What is the Fair Price of BKNG when looking at its future cash flows? For this estimate we use a Discounted Cash Flow model.

Ultimate guide to DCF valuation for stock investing

Learn how to determine fair value like the best investors in the world.

Below Future Cash Flow Value: BKNG (CHF155.48) is trading below our estimate of future cash flow value (CHF304.61)

Significantly Below Future Cash Flow Value: BKNG is trading below future cash flow value by more than 20%.

Key Valuation Metric

Which metric is best to use when looking at relative valuation for BKNG?

Key metric: As BKNG is profitable we use its Price-To-Earnings Ratio for relative valuation analysis.

The above table shows the Price to Earnings ratio for BKNG. This is calculated by dividing BKNG's market cap by their current earnings.
What is BKNG's PE Ratio?
PE Ratio24.3x
EarningsUS$6.15b
Market CapUS$149.74b

Price to Earnings Ratio vs Peers

How does BKNG's PE Ratio compare to its peers?

The above table shows the PE ratio for BKNG vs its peers. Here we also display the market cap and forecasted growth for additional consideration.
CompanyForward PEEstimated GrowthMarket Cap
Peer Average26.5x
MAR Marriott International
38.1x11.34%US$99.0b
ABNB Airbnb
35.7x16.14%US$90.3b
RCL Royal Caribbean Cruises
19.4x10.82%US$86.1b
LMN lastminute.com
12.8x11.75%CHF 138.4m
BKNG Booking Holdings
24.3x13.59%US$149.7b

Price-To-Earnings vs Peers: BKNG is good value based on its Price-To-Earnings Ratio (24.3x) compared to the peer average (36.9x).

Historical Price to Earnings Ratio

Historical Price to Earnings Ratio compares a stock's price to its earnings over time. Higher ratios indicate that investors are willing to pay more for the stock.

Fetching historical data

Price to Earnings Ratio vs Industry

How does BKNG's PE Ratio compare vs other companies in the European Hospitality Industry?

5 CompaniesPrice / EarningsEstimated GrowthMarket Cap
BKNG 24.3xIndustry Avg. 17.9xNo. of Companies17PE01224364860+
5 CompaniesEstimated GrowthMarket Cap
No more companies

Price-To-Earnings vs Industry: BKNG is expensive based on its Price-To-Earnings Ratio (24.3x) compared to the European Hospitality industry average (18.3x).

Price to Earnings Ratio vs Fair Ratio

What is BKNG's PE Ratio compared to its Fair PE Ratio? This is the expected PE Ratio taking into account the company's forecast earnings growth, profit margins and other risk factors.

BKNG PE Ratio vs Fair Ratio.
Fair Ratio
Current PE Ratio24.3x
Fair PE Ration/a

Price-To-Earnings vs Fair Ratio: Insufficient data to calculate BKNG's Price-To-Earnings Fair Ratio for valuation analysis.

Analyst Price Targets

What is the analyst 12-month forecast and do we have any statistical confidence in the consensus price target?

The above table shows the analyst BKNG forecast and predictions for the stock price in 12 month’s time.
DateShare PriceAverage 1Y Price TargetDispersionHighLow1Y Actual priceAnalysts
CurrentCHF 155.48
CHF 224.42
+44.34%
10.88%CHF 298.00CHF 175.00n/a36
Jul ’27CHF 149.04
CHF 224.38
+50.55%
10.89%CHF 298.00CHF 175.00n/a35
Jun ’27CHF 132.42
CHF 224.41
+69.47%
10.89%CHF 298.00CHF 175.00n/a35
May ’27CHF 133.03
CHF 224.66
+68.88%
10.83%CHF 298.00CHF 175.00n/a35
Apr ’27CHF 133.65
CHF 232.00
+73.59%
10.91%CHF 309.84CHF 179.80n/a35
Mar ’27CHF 130.46
CHF 232.67
+78.34%
10.50%CHF 309.84CHF 179.80n/a35
Feb ’27n/a
CHF 248.71
0%
7.05%CHF 306.24CHF 212.00n/a37
Jan ’27n/a
CHF 248.33
0%
6.94%CHF 297.88CHF 212.00n/a37
Dec ’26n/a
CHF 248.29
0%
6.90%CHF 297.88CHF 212.00n/a38
Nov ’26n/a
CHF 248.29
0%
6.90%CHF 297.88CHF 212.00n/a38
Oct ’26n/a
CHF 244.31
0%
7.22%CHF 288.72CHF 208.00n/a37
Sep ’26n/a
CHF 244.46
0%
7.30%CHF 288.72CHF 208.00n/a36
Aug ’26n/a
CHF 244.06
0%
7.30%CHF 288.72CHF 208.00CHF 155.4836
Jul ’26n/a
CHF 223.36
0%
9.18%CHF 250.20CHF 177.60CHF 149.0437
Jun ’26n/a
CHF 221.06
0%
9.08%CHF 250.20CHF 177.60CHF 132.4237
May ’26n/a
CHF 218.29
0%
9.51%CHF 250.20CHF 176.44CHF 133.0337
Apr ’26n/a
CHF 225.48
0%
8.12%CHF 260.00CHF 176.44CHF 133.6537
Mar ’26n/a
CHF 224.96
0%
8.40%CHF 260.00CHF 176.44CHF 130.4636
Feb ’26n/a
CHF 212.13
0%
10.20%CHF 252.00CHF 159.85n/a37
Jan ’26n/a
CHF 209.52
0%
10.62%CHF 252.00CHF 159.85n/a36
Dec ’25n/a
CHF 202.71
0%
8.58%CHF 234.00CHF 159.85n/a35
Nov ’25n/a
CHF 193.85
0%
10.43%CHF 222.00CHF 146.00n/a33
Oct ’25n/a
CHF 162.23
0%
6.84%CHF 186.00CHF 139.20n/a34
Sep ’25n/a
CHF 162.31
0%
6.83%CHF 186.00CHF 139.20n/a33
Aug ’25n/a
CHF 166.78
0%
8.22%CHF 196.00CHF 139.20n/a33
US$186.46
Fair Value
13.9% undervalued intrinsic discount
36
Number of Analysts

Analyst Forecast: Target price is less than 20% higher than the current share price.

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Company Analysis and Financial Data Status

DataLast Updated (UTC time)
Company Analysis2026/07/31 04:51
End of Day Share Price 2026/07/31 00:00
Earnings2026/03/31
Annual Earnings2025/12/31

Data Sources

The data used in our company analysis is from S&P Global Market Intelligence LLC. The following data is used in our analysis model to generate this report. Data is normalised which can introduce a delay from the source being available.

PackageDataTimeframeExample US Source *
Company Financials10 years
  • Income statement
  • Cash flow statement
  • Balance sheet
Analyst Consensus Estimates+3 years
  • Forecast financials
  • Analyst price targets
Market Prices30 years
  • Stock prices
  • Dividends, Splits and Actions
Ownership10 years
  • Top shareholders
  • Insider trading
Management10 years
  • Leadership team
  • Board of directors
Key Developments10 years
  • Company announcements

* Example for US securities, for non-US equivalent regulatory forms and sources are used.

Unless specified all financial data is based on a yearly period but updated quarterly. This is known as Trailing Twelve Month (TTM) or Last Twelve Month (LTM) Data. Learn more.

Analysis Model and Snowflake

Details of the analysis model used to generate this report is available on our Github page, we also have guides on how to use our reports and tutorials on Youtube.

Learn about the world class team who designed and built the Simply Wall St analysis model.

Industry and Sector Metrics

Our industry and section metrics are calculated every 6 hours by Simply Wall St, details of our process are available on Github.

Analyst Sources

Booking Holdings Inc. is covered by 59 analysts. 36 of those analysts submitted the estimates of revenue or earnings used as inputs to our report. Analysts submissions are updated throughout the day.

AnalystInstitution
John StaszakArgus Research Company
Michael BellisarioBaird
Ross SandlerBarclays