Booking Holdings (BKNG) Stock Overview
Provides online and traditional travel and restaurant reservations and related services in the United States, the Netherlands, the United Kingdom, and internationally. More details
| Snowflake Score | |
|---|---|
| Valuation | 6/6 |
| Future Growth | 2/6 |
| Past Performance | 2/6 |
| Financial Health | 2/6 |
| Dividends | 2/6 |
Rewards
Risk Analysis
BKNG Community Fair Values
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Analyst Price Targets
Top Community Narratives
US$5.47k
FV
96.8% undervalued intrinsic discount7.77%
Revenue growth p.a.
1.5k
users have viewed this narrative4users have liked this narrative
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Booking Holdings Inc. Competitors
Price History & Performance
| Historical stock prices | |
|---|---|
| Current Share Price | US$177.05 |
| 52 Week High | US$233.58 |
| 52 Week Low | US$150.14 |
| Beta | 1.09 |
| 1 Month Change | 8.42% |
| 3 Month Change | 8.96% |
| 1 Year Change | -20.90% |
| 3 Year Change | 66.66% |
| 5 Year Change | 100.28% |
| Change since IPO | 969.10% |
Recent News & Updates
Seeking Alpha • 18h
Booking Holdings: The AI Disintermediation Threat Is Overstated
Summary Booking Holdings maintains a dominant position in online travel, supported by global inventory, loyalty, and direct app engagement. AI-driven disruption fears have weighed on BKNG’s valuation, yet AI is already delivering operating efficiencies and margin expansion. Despite Middle East conflict headwinds, BKNG expects 'low to mid-teens' FY 2026 EPS growth and continued EBITDA margin improvement. Shares trade at a forward P/E of 16x, historically low, presenting an attractive risk/reward if AI disintermediation remains gradual. Read the full article on Seeking AlphaAnalysis Article • Jun 21
Booking Holdings (BKNG) Stock Could Be 96.9% Below Fair Value After Upgrades And Ad Deal
Renewed attention on Booking Holdings (BKNG) has been sparked by recent analyst upgrades and its new partnership with The Trade Desk, which aims to use travel data to support more targeted advertising across Booking’s platforms. See our latest analysis for Booking Holdings. At a share price of $171.78, Booking Holdings has seen a 7 day share price return of 4.15% and a 30 day share price return of 6.66%. However, the year to date share price return has declined 19.32%, while the 3 year total...
Narrative Update • Jun 12
BKNG: AI Travel Platform And Stock Split Will Drive Future Repricing
Analysts have modestly adjusted the Booking Holdings price target around recent stock split updates, with mixed increases and reductions across firms. The fair value estimate remains stable at about $224.41 as slight changes in the discount rate, revenue growth, profit margin, and future P/E assumptions are incorporated.Narrative Update • May 29
BKNG: AI Disruption Fears Will Fade After ChatGPT Checkout Pivot
Booking Holdings' updated analyst price target edges slightly lower by about $0.25 to roughly $224, as analysts factor in modestly softer assumptions for revenue growth and profit margins. This is partly offset by a higher future P/E and mixed recent target resets across the Street following the stock split and shifting views on AI related disruption risks.Recent updates
Seeking Alpha • 18h
Booking Holdings: The AI Disintermediation Threat Is Overstated
Summary Booking Holdings maintains a dominant position in online travel, supported by global inventory, loyalty, and direct app engagement. AI-driven disruption fears have weighed on BKNG’s valuation, yet AI is already delivering operating efficiencies and margin expansion. Despite Middle East conflict headwinds, BKNG expects 'low to mid-teens' FY 2026 EPS growth and continued EBITDA margin improvement. Shares trade at a forward P/E of 16x, historically low, presenting an attractive risk/reward if AI disintermediation remains gradual. Read the full article on Seeking AlphaAnalysis Article • Jun 21
Booking Holdings (BKNG) Stock Could Be 96.9% Below Fair Value After Upgrades And Ad Deal
Renewed attention on Booking Holdings (BKNG) has been sparked by recent analyst upgrades and its new partnership with The Trade Desk, which aims to use travel data to support more targeted advertising across Booking’s platforms. See our latest analysis for Booking Holdings. At a share price of $171.78, Booking Holdings has seen a 7 day share price return of 4.15% and a 30 day share price return of 6.66%. However, the year to date share price return has declined 19.32%, while the 3 year total...Narrative Update • Jun 12
BKNG: AI Travel Platform And Stock Split Will Drive Future Repricing
Analysts have modestly adjusted the Booking Holdings price target around recent stock split updates, with mixed increases and reductions across firms. The fair value estimate remains stable at about $224.41 as slight changes in the discount rate, revenue growth, profit margin, and future P/E assumptions are incorporated.Narrative Update • May 29
BKNG: AI Disruption Fears Will Fade After ChatGPT Checkout Pivot
Booking Holdings' updated analyst price target edges slightly lower by about $0.25 to roughly $224, as analysts factor in modestly softer assumptions for revenue growth and profit margins. This is partly offset by a higher future P/E and mixed recent target resets across the Street following the stock split and shifting views on AI related disruption risks.Narrative Update • May 04
BKNG: AI Disruption Fears Will Ease As Stock Split Approaches
Booking Holdings' updated analyst price target has moved modestly lower, with the fair value estimate shifting from about $232.62 to $224.66 as analysts factor in slightly softer revenue growth assumptions, a marginally higher discount rate, and a lower future P/E multiple, even as projected profit margins hold steady to slightly higher. Analyst Commentary Recent research on Booking Holdings shows a mix of optimism around execution and profit resilience, alongside caution tied to valuation assumptions, AI related uncertainty, and the impact of the share split on published targets.Narrative Update • Apr 20
BKNG: AI Disruption Fears Will Ease As Stock Split Catalysts Build
Analysts have adjusted the Booking Holdings fair value estimate to $232.62 per share. This reflects updated assumptions around slightly higher revenue growth, a modestly lower profit margin outlook, and a marginally higher forward P/E multiple following recent price target changes tied to Q4 results, AI related concerns, and the impact of the announced stock split.Narrative Update • Apr 05
BKNG: AI Disruption Fears Should Ease As Agentic Tools Mature
Analysts have trimmed Booking Holdings' blended fair value estimate marginally to about $5,800 per share. This reflects a slightly higher discount rate and modest tweaks to revenue growth, profit margin, and forward P/E assumptions as they weigh strong Q4 execution against mixed price target revisions and ongoing AI related debate around the OTA model.Narrative Update • Mar 22
BKNG: AI Disruption Fears Easing Should Support Future Cash Generation
The analyst price target for Booking Holdings edges slightly lower in this update, with a modest trim in fair value to $5,802 per share, as analysts balance solid Q4 execution and resilient profitability against mixed target revisions across the Street and ongoing debate around AI driven disruption and opportunity for online travel agencies. Analyst Commentary Street research around Booking Holdings is split between confidence in execution and concern about how AI and new shopping models could affect long term profitability and valuation multiples.Narrative Update • Mar 07
BKNG: AI Relief And Solid Travel Demand Will Support Future Cash Generation
Our updated analyst price target for Booking Holdings edges slightly lower to $5,816 from $5,874 as analysts factor in a modestly lower fair value and P/E, alongside slightly higher revenue growth and profit margin expectations. This outlook is supported by research that highlights resilient OTA fundamentals and easing AI disintermediation concerns following the reported ChatGPT checkout pivot.Narrative Update • Feb 21
BKNG: AI Execution And Solid Travel Demand Will Support Future Cash Generation
Narrative Update The updated analyst price target for Booking Holdings reflects a modest recalibration lower in fair value to about $5,874, as analysts weigh solid Q4 execution and continued investment, including in AI initiatives, against slightly lower margin assumptions and a reduced future P/E multiple. Analyst Commentary Recent research views on Booking Holdings cluster around strong Q4 execution and continued investment, with price targets shifting both higher and lower as analysts reassess margins, AI spend, and sector multiples.Narrative Update • Feb 06
BKNG: AI Partnerships And Solid Travel Demand Will Support Future Cash Generation
Analysts have lowered their fair value estimate for Booking Holdings by about US$18 to roughly US$6,209, as they balance slightly higher revenue growth and profit margin assumptions with a modestly higher discount rate and a small trim to the future P/E multiple, reflecting mixed recent changes in Street price targets and views on AI related risks and travel demand. Analyst Commentary Recent Street research on Booking Holdings reflects a split view, with some analysts more upbeat on execution and long term positioning, while others focus on valuation, AI risk, and travel demand uncertainty.Narrative Update • Jan 23
BKNG: AI Partnerships And Travel Demand Will Support Future Margin Resilience
Analysts have inched their fair value estimate for Booking Holdings higher to US$6,226.70 from US$6,212.92, pointing to slightly stronger long term revenue growth and profit margin assumptions, a modestly lower discount rate, and a small adjustment to future P/E expectations in light of recent price target increases across the Street. Analyst Commentary Recent Street research on Booking Holdings clusters around a constructive travel backdrop, AI related risks, and where the stock sits versus long term expectations.Narrative Update • Jan 09
BKNG: AI Partnerships And Travel Demand Will Support Future Earnings Resilience
Analysts made a modest upward revision to their fair value estimate for Booking Holdings to about US$6,213, reflecting slightly higher assumed revenue growth and P/E, partially offset by a marginally lower profit margin outlook and discount rate, consistent with recent price target increases and supportive views on travel demand and AI execution. Analyst Commentary Recent research on Booking Holdings points to a generally constructive tone, with several firms raising price targets and highlighting the company’s positioning in online travel and AI.Narrative Update • Dec 25
BKNG: Durable AI Partnerships Will Support Future Travel Demand Resilience
Analysts have modestly raised their price target for Booking Holdings to $6,100 from $6,000, citing the companys resilient global travel demand, strong execution, and relative insulation from perceived AI driven disruption in online travel. Analyst Commentary Recent Street research on Booking Holdings reflects a broadly constructive stance, with the modest price target increase to $6,100 supported by multiple positive datapoints and a narrower set of emerging concerns around growth durability and competitive dynamics.Narrative Update • Dec 11
BKNG: Durable Travel Demand And AI Partnerships Will Support Continued Outperformance
Analysts have nudged their blended fair value estimate for Booking Holdings slightly higher to about $6,208 from roughly $6,207 per share, citing resilient global travel demand, underappreciated AI disruption risk given Booking's scale and partnerships, and a series of upward price target revisions and Outperform initiations across the Street. Analyst Commentary Street views on Booking Holdings remain broadly constructive, with most recent research highlighting durable fundamentals and a growing recognition that near term AI related fears may be overdone.Narrative Update • Nov 27
BKNG: Strong Q3 Results And AI Resilience Will Support Outperformance
Analysts have slightly reduced their price target for Booking Holdings by $2.90 to $6,207. They cite ongoing strong travel demand and resilient business fundamentals, while noting a cautious market reaction to new AI-driven competition risks.Narrative Update • Nov 13
BKNG: Strong Q3 Performance And AI Momentum Will Drive Further Upside
The analyst price target for Booking Holdings has increased by $69.84 to $6,210. Analysts cite strong Q3 performance, healthy future guidance, and continued cost efficiencies as supporting factors for the upward revision.Narrative Update • Oct 29
AI Progress And Cost Efficiency Will Drive Outperformance Amid Sector Tailwinds
Booking Holdings' analyst price target has increased by $40 to $6,140. Analysts point to strong quarterly results and confident guidance, supported by ongoing cost optimization and growth initiatives.Narrative Update • Sep 04
AI Integration And Global Partnerships Will Transform Travel Experiences
Despite persistent bullish sentiment driven by resilient leisure travel demand, accelerating reservation data, and valuation discounts versus peers, recent analyst caution over softer Q3 guidance has resulted in no net change to Booking Holdings' consensus analyst price target, which remains at $6,100. Analyst Commentary Bullish analysts continue to raise price targets based on reduced macro risks, a resilient leisure travel backdrop, and incrementally positive trends in Booking’s Asia exposure.Analysis Article • Jul 20
With Booking Holdings Inc. (NASDAQ:BKNG) It Looks Like You'll Get What You Pay For
With a price-to-earnings (or "P/E") ratio of 34.1x Booking Holdings Inc. ( NASDAQ:BKNG ) may be sending very bearish...Analysis Article • Jul 02
When Should You Buy Booking Holdings Inc. (NASDAQ:BKNG)?
Let's talk about the popular Booking Holdings Inc. ( NASDAQ:BKNG ). The company's shares saw a significant share price...Seeking Alpha • Apr 15
Booking Holdings: Still Flying First Class (Rating Downgrade)
Summary As a top pick in August 2024, Booking Holdings Inc. outperformed the S&P 500 by 34%. Booking is successfully executing on becoming a travel one-stop-shop, with flight bookings surging and increased growth momentum in its most recent quarter. Booking's reliance on the U.S. market is manageable, putting travel boycotts into an alleviating perspective. I maintain a long-term bullish stance on BKNG stock, but shifted to a temporary Hold, recognizing potential geopolitical risks. I often rate hold/neutral, even when my inclination is bullish or bearish. Rating systems don't consider time horizons or investment strategies. My articles aim to inform, not to make decisions. Read the full article on Seeking AlphaSeeking Alpha • Mar 13
Booking Holdings: Back To Low Valuation Levels Despite Stronger Outlook
Summary Booking Holdings' stock is attractive due to its dominant market position, strong financial performance, and fair valuation. The company exceeded Q4 expectations with $5.5 billion revenue and 17% gross bookings growth, showcasing its resilience and profitability. Booking continues to outperform competitors Airbnb and Expedia in key metrics, outgrowing them despite being much larger. Despite economic uncertainty and fears of AI disruption, Booking's consistent growth and market leadership make it a compelling 'Buy'. Read the full article on Seeking AlphaSeeking Alpha • Feb 11
Booking Appears To Be Eating Airbnb's Lunch In Alternate Accommodations
Summary Booking is the market leader in the online travel agency segment and is gaining market share in the fast-growing alternative accommodations sector from Airbnb. Despite similar free cash flow yields to Airbnb, Booking's diversified portfolio and higher take rate make it a compelling long-term investment. Regulatory risks and geopolitical tensions pose challenges, but Booking's traditional accommodations could benefit from restrictions on short-term rentals. I plan to hold and potentially add to my Booking shares during market pullbacks, given its strong growth and market position. Read the full article on Seeking AlphaSeeking Alpha • Jan 09
Booking Holdings: Further Valuation Upside From Cost-Cutting And Strategic Expansion Initiatives
Summary Booking Holdings reported strong Q3 2024 results, with $7.99 billion in revenue, an 8.9% y/y growth, and significant gains in room nights and flight bookings. Despite slight margin deterioration due to higher SG&A and financial expenses, adjusted EBITDA exceeded guidance by 9%, showcasing operational resilience. Apart from industry tailwinds, BKNG's strategic initiatives in alternative accommodations and connected trips will continue to drive growth. It's cost-savings program will also result in annual savings of $450 million. Valuation analysis suggests that BKNG is still undervalued, with a potential upside of close to 29.98%. Read the full article on Seeking AlphaSeeking Alpha • Dec 03
Booking Holdings: An Underappreciated Dividend Growth Company
Summary Booking Holdings' robust free cash flow and aggressive share buyback program make it a top pick for dividend growth, with potential annual increases of 12%. As the largest online travel agency, Booking Holdings benefits from high margins and a capex-light model, driving significant free cash flow. Risks include reliance on the travel industry, potential competition from Google, and regulatory challenges, particularly in the EU. Despite these risks, Booking Holdings' financial strength and efficient capital return strategies make it a compelling long-term investment. Read the full article on Seeking AlphaSeeking Alpha • Nov 12
Booking Holdings: Market Share Gains And Margin Expansion At A Reasonable Price
Summary Booking Holdings is trading around all-time highs following another quarter of market share gains and strong margin expansion. BKNG announced plans to reduce its workforce, further cementing the new CFO's ambition in driving operational leverage. Travel is a surprisingly resilient industry, and Booking is best positioned to capitalize on the industry's consistent above-market growth. With a mid-teens growth outlook, Booking remains attractively valued even at the high end of its historical valuation range. Read the full article on Seeking AlphaSeeking Alpha • Oct 09
Booking Holdings' 'Genius' Keeps The Growth Story Alive
Summary Travel demand remains strong, with Booking Holdings expected to continue benefiting from its Genius product, driving robust cash flows and operating margins. Despite some softness in Q2, Booking Holdings' loyal Genius customers sustain spending, supporting single-digit growth and margin expansion. Management's positive outlook includes 8-9% sales growth through 2026, with a target price of ~$4757 based on a forward earnings multiple of ~24x. Global economic slowdowns pose risks, but current indicators do not show signs of structural weakness affecting Booking Holdings' growth outlook. Read the full article on Seeking AlphaSeeking Alpha • Sep 09
Booking Holdings: Quality Business Facing Cyclical Headwinds
Summary Booking Holdings remains strategically positioned for growth despite cyclical macroeconomic headwinds. Q2 results showed mixed performance, with revenue beats but weaker guidance. Booking's aggressive share buybacks and a commitment to return $24 billion to shareholders bolster investor confidence. The company’s focus on mobile app bookings, AI investments, and operational leverage may drive profitability and margin expansion despite market headwinds. Valuation suggests BKNG stock is slightly overvalued. However, a premium of 15-20% above fair value should not be a major concern for long-term investors. Read the full article on Seeking AlphaSeeking Alpha • Aug 07
Booking Holdings: Focus On Market Share Dynamics Amid Industry Slowdown
Summary Booking Holdings shares are having a volatile year due to industry slowdown concerns. The second quarter results were worrisome when compared to Airbnb. Valuation is low heading into a deceleration period, offering potential upside for long-term investors. Read the full article on Seeking AlphaSeeking Alpha • Jul 07
Booking Q2 Preview: New Heights Ahead - Powered By AI And Genius Loyalty Program
Summary Booking continues to prove why it is the clear market leader, with robust performance metrics, profitable growth trend, and growing mindshare among global travelers. Much of its tailwinds are attributed to the Genius Loyalty Program and AI-powered travel assistants, providing loyal customers with enhanced personalized travel experiences. These have already contributed to BKNG's promising FY2024 guidance, sustaining the stock's rally while outperforming its OTA peers. It continues to trade attractively compared to peers as well, with the stock reasonably priced despite the consistent upgrades in its top/bottom lines estimates. We will also highlight a few metrics to look out for in the upcoming FQ2'24 earnings call on August 01, 2024, with these underscoring the health of BKNG's businesses and near-term prospects. Read the full article on Seeking AlphaShareholder Returns
| BKNG | US Hospitality | US Market | |
|---|---|---|---|
| 7D | 3.1% | -0.6% | -2.7% |
| 1Y | -20.9% | -5.7% | 18.6% |
Return vs Industry: BKNG underperformed the US Hospitality industry which returned -5.7% over the past year.
Return vs Market: BKNG underperformed the US Market which returned 18.6% over the past year.
Price Volatility
| BKNG volatility | |
|---|---|
| BKNG Average Weekly Movement | 5.5% |
| Hospitality Industry Average Movement | 7.6% |
| Market Average Movement | 7.2% |
| 10% most volatile stocks in US Market | 16.9% |
| 10% least volatile stocks in US Market | 3.1% |
Stable Share Price: BKNG has not had significant price volatility in the past 3 months compared to the US market.
Volatility Over Time: BKNG's weekly volatility (6%) has been stable over the past year.
About the Company
| Founded | Employees | CEO | Website |
|---|---|---|---|
| 1997 | 24,900 | Glenn Fogel | www.bookingholdings.com |
Booking Holdings Inc., together with its subsidiaries, provides online and traditional travel and restaurant reservations and related services in the United States, the Netherlands, the United Kingdom, and internationally. The company operates Booking.com, which offers online accommodation reservations; and Priceline, which provides discount travel reservations services, as well as online accommodation, flight, rental car reservation services, vacation packages, cruises, activity, and affiliate programs. It also operates Agoda that offers online accommodation reservation, flight, ground transportation, and attractions.
Booking Holdings Inc. Fundamentals Summary
| BKNG fundamental statistics | |
|---|---|
| Market cap | US$140.45b |
| Earnings (TTM) | US$6.15b |
| Revenue (TTM) | US$27.69b |
22.3x
P/E Ratio5.0x
P/S RatioIs BKNG overvalued?
See Fair Value and valuation analysisEarnings & Revenue
| BKNG income statement (TTM) | |
|---|---|
| Revenue | US$27.69b |
| Cost of Revenue | US$3.60b |
| Gross Profit | US$24.08b |
| Other Expenses | US$17.93b |
| Earnings | US$6.15b |
Last Reported Earnings
Mar 31, 2026
Next Earnings Date
n/a
| Earnings per share (EPS) | 7.94 |
| Gross Margin | 86.99% |
| Net Profit Margin | 22.23% |
| Debt/Equity Ratio | -211.1% |
How did BKNG perform over the long term?
See historical performance and comparisonDividends
0.9%
Current Dividend Yield21%
Payout RatioDoes BKNG pay a reliable dividends?
See BKNG dividend history and benchmarks| Booking Holdings dividend dates | |
|---|---|
| Ex Dividend Date | Jun 05 2026 |
| Dividend Pay Date | Jun 30 2026 |
| Days until Ex dividend | 21 days |
| Days until Dividend pay date | 4 days |
Does BKNG pay a reliable dividends?
See BKNG dividend history and benchmarksCompany Analysis and Financial Data Status
| Data | Last Updated (UTC time) |
|---|---|
| Company Analysis | 2026/06/25 02:18 |
| End of Day Share Price | 2026/06/25 00:00 |
| Earnings | 2026/03/31 |
| Annual Earnings | 2025/12/31 |
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.
| Package | Data | Timeframe | Example US Source * |
|---|---|---|---|
| Company Financials | 10 years |
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| Analyst Consensus Estimates | +3 years |
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| Market Prices | 30 years |
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| Ownership | 10 years |
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| Management | 10 years |
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| Key Developments | 10 years |
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* 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 58 analysts. 35 of those analysts submitted the estimates of revenue or earnings used as inputs to our report. Analysts submissions are updated throughout the day.
| Analyst | Institution |
|---|---|
| John Staszak | Argus Research Company |
| Michael Bellisario | Baird |
| Ross Sandler | Barclays |