Booking Holdings Inc.

NasdaqGS:BKNG Stock Report

Market Cap: US$167.1b

Booking Holdings Valuation

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

Valuation Score

4/6

Valuation Score 4/6

  • Below Fair Value

  • Significantly Below Fair 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.

Below Fair Value: BKNG ($5048.59) is trading below our estimate of fair value ($7662.26)

Significantly Below Fair Value: BKNG is trading below fair 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 Ratio33.2x
EarningsUS$5.04b
Market CapUS$167.09b

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 Average36.8x
MAR Marriott International
28.5x8.4%US$78.9b
ABNB Airbnb
45.6x17.7%US$83.9b
HLT Hilton Worldwide Holdings
51.7x17.6%US$60.8b
TCOM Trip.com Group
21.2x9.4%US$47.2b
BKNG Booking Holdings
33.2x14.2%US$167.1b

Price-To-Earnings vs Peers: BKNG is good value based on its Price-To-Earnings Ratio (33.2x) compared to the peer average (36.8x).

Price to Earnings Ratio vs Industry

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

1 CompanyPrice / EarningsEstimated GrowthMarket Cap
THRS.F Agility Real Estate
1.7xn/aUS$2.05m
No more companies available in this PE range
BKNG 33.2xIndustry Avg. 23.7xNo. of Companies14PE01632486480+
1 CompanyEstimated GrowthMarket Cap
No more companies

Price-To-Earnings vs Industry: BKNG is expensive based on its Price-To-Earnings Ratio (33.2x) compared to the US Hospitality industry average (23.7x).

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 Ratio33.2x
Fair PE Ratio35.3x

Price-To-Earnings vs Fair Ratio: BKNG is good value based on its Price-To-Earnings Ratio (33.2x) compared to the estimated Fair Price-To-Earnings Ratio (35.3x).

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
CurrentUS$5,048.59
US$5,238.12
+3.8%
10.6%US$6,300.00US$3,996.33n/a36
Dec ’25US$5,201.98
US$5,067.72
-2.6%
8.6%US$5,850.00US$3,996.33n/a35
Nov ’25US$4,749.11
US$4,846.20
+2.0%
10.4%US$5,550.00US$3,650.00n/a33
Oct ’25US$4,100.99
US$4,055.67
-1.1%
6.8%US$4,650.00US$3,480.00n/a34
Sep ’25US$3,909.23
US$4,057.66
+3.8%
6.8%US$4,650.00US$3,480.00n/a33
Aug ’25US$3,664.18
US$4,169.59
+13.8%
8.2%US$4,900.00US$3,480.00n/a33
Jul ’25US$3,884.88
US$4,054.64
+4.4%
6.7%US$4,500.00US$3,480.00n/a32
Jun ’25US$3,776.35
US$4,054.64
+7.4%
6.7%US$4,500.00US$3,480.00n/a32
May ’25US$3,415.64
US$3,968.54
+16.2%
6.7%US$4,400.00US$3,410.00n/a33
Apr ’25US$3,568.87
US$3,943.96
+10.5%
6.4%US$4,400.00US$3,410.00n/a32
Mar ’25US$3,499.73
US$3,940.54
+12.6%
6.5%US$4,400.00US$3,410.00n/a31
Feb ’25US$3,558.45
US$3,736.55
+5.0%
8.7%US$4,285.00US$3,000.00n/a31
Jan ’25US$3,547.22
US$3,559.34
+0.3%
11.4%US$4,285.00US$2,402.00n/a30
Dec ’24US$3,159.56
US$3,453.34
+9.3%
10.0%US$4,000.00US$2,402.00US$5,201.9830
Nov ’24US$2,766.23
US$3,435.84
+24.2%
10.7%US$4,300.00US$2,402.00US$4,749.1130
Oct ’24US$3,083.95
US$3,408.49
+10.5%
11.4%US$4,300.00US$2,373.00US$4,100.9929
Sep ’24US$3,114.89
US$3,335.90
+7.1%
12.4%US$4,300.00US$2,373.00US$3,909.2330
Aug ’24US$2,914.31
US$3,016.20
+3.5%
10.9%US$3,500.00US$2,100.00US$3,664.1830
Jul ’24US$2,700.33
US$2,906.82
+7.6%
9.5%US$3,430.00US$2,100.00US$3,884.8828
Jun ’24US$2,550.00
US$2,891.63
+13.4%
8.5%US$3,430.00US$2,100.00US$3,776.3527
May ’24US$2,691.09
US$2,802.81
+4.2%
9.3%US$3,430.00US$2,100.00US$3,415.6427
Apr ’24US$2,652.41
US$2,772.14
+4.5%
8.9%US$3,430.00US$2,100.00US$3,568.8728
Mar ’24US$2,552.32
US$2,716.33
+6.4%
9.7%US$3,210.00US$2,067.20US$3,499.7328
Feb ’24US$2,445.74
US$2,450.29
+0.2%
11.8%US$3,210.00US$1,910.00US$3,558.4528
Jan ’24US$2,015.28
US$2,364.19
+17.3%
12.3%US$3,210.00US$1,890.00US$3,547.2228
Dec ’23US$2,060.29
US$2,331.69
+13.2%
10.5%US$3,050.00US$1,890.00US$3,159.5628

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 Analysis2024/12/22 02:06
End of Day Share Price 2024/12/20 00:00
Earnings2024/09/30
Annual Earnings2023/12/31

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 here.

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 .

Analyst Sources

Booking Holdings Inc. is covered by 75 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
Ishan MajumdarBaptista Research