BKNG
Booking Holdings
$167.77
▼ 2.3%Updated Today 6:01 PM ET
▼ Down 18.8% over the last 12 months
Market Cap
$133.11B
P/E
21.63x
Forward P/E (est.)
18.28x
ROE
139.6%
Revenue Growth
14.9%
EPS Growth
18.3%
Profit Margin
22.2%
FCF Yield
—
Debt / Equity
4.51x
ROIC
70.0%
Interest Coverage
9.84x
Current Ratio
1.06x
Dividend Yield
0.9%
Implied Growth (rev. DCF)
2.0%
Rating Score
68/100
Technical analysis reads price and volume to judge momentum and timing. It complements the fundamentals above — it does not replace them. Here is what BKNG's chart says today, with each tool explained.
Trend — moving averages. A moving average is the average closing price over a window, which smooths out daily noise. BKNG trades near $167.77, below its 50-day average ($169.47) and 200-day average ($190.71). Price below both averages is a downtrend — momentum is against buyers for now.
Momentum — RSI. The Relative Strength Index runs 0–100 and measures how strong recent gains are versus losses. Above 70 is "overbought", below 30 "oversold". At 56 it is in neutral territory — neither stretched nor washed out.
MACD. MACD compares two moving averages to flag shifts in momentum. Its histogram is currently positive — short-term momentum is improving.
Volatility — ATR. Average True Range is the typical daily move. BKNG's is $6.11 (~3.6% of price), so swings of about that size each day are normal — handy for setting a stop that isn't too tight.
Support & resistance. Over the last month BKNG found buyers near $153.51 (support) and sellers near $176.80 (resistance); its 52-week range is $150.14–$233.58. A decisive break beyond either edge often marks the next move.
Volume. The latest session traded 2.3× the 20-day average — heavier than usual, which adds conviction to the move. Rising volume on up-days suggests real buying; on down-days, real selling.
Educational information to help you read a chart — not a recommendation or a forecast. It updates daily as the price and indicators change.
Booking Holdings (BKNG) is a large-cap company in the Hotels, Resorts & Cruise Lines industry, part of the Consumer Discretionary sector of the S&P 500, with a market value around $133.11B.
In its latest reported year it generated about $26.92B in revenue.
Our model rates BKNG Favorable (68/100) on growth, profitability, financial health, and valuation. The summary below is built from its filed financials and current ratios and refreshes automatically.
4Y CAGR
25.2%
Revenue moved from $10.96B in 2021 to $26.92B in 2025, a 25.2% compound annual growth rate. The most recent year grew a steady 14.9% year over year. Consistent top-line growth is one sign of healthy demand.
Gross Margin
98.1%
Operating Margin
32.8%
Net Margin
22.2%
ROE
139.6%
Booking Holdings keeps about 22.2% of each sales dollar as net profit, with a 98.1% gross margin and 32.8% operating margin. Return on equity is 139.6% and return on invested capital about 70.0%. Margins this wide usually signal pricing power or a cost advantage.
Total Debt
$18.74B
Net Debt
$2.71B
Net Debt / EBITDA
0.31x
Debt / Equity
4.51x
Leverage: debt-to-equity is 4.5x, and operating profit covers interest about 9.8x, with a current ratio of 1.1x. That is elevated leverage, which raises risk if earnings or rates move against it. It carries roughly $18.74B of total debt against $16.02B of cash.
Operating CF
$9.41B
Free Cash Flow
$9.09B
FCF Margin
33.8%
In the latest year Booking Holdings produced about $9.41B of operating cash flow and $9.09B of free cash flow after capital spending. Cash flow is what ultimately pays shareholders, so it is worth tracking over time.
P/E
21.63x
P/S
5.06x
P/B
27.47x
EV / EBITDA
14.7x
BKNG trades at 21.6x trailing earnings (about 18.3x on estimated forward earnings), 5.1x sales, and 27.5x book value. Reverse-engineering today's price implies the market expects roughly 2.0% long-term free-cash-flow growth. That is a fairly typical valuation for a profitable company.
Where this stock sits versus what most companies trade at.
Typical ranges are general references (e.g., many stocks trade at ~18–26x earnings), not hard rules. Context only — not investment advice.
How BKNG stacks up against its Consumer Discretionary peers — valuation, profitability, and growth versus the sector median.
In the Consumer Discretionary sector (48 S&P 500 companies), BKNG ranks #4 of 48 by our overall rating. It trades at roughly in line versus the sector on earnings (21.6x P/E vs. 23.7x median) with a higher return on equity (139.6% vs. 39.2%) and faster revenue growth (14.9% vs. 6.2%).
P/E vs sector
21.6x
median 23.7x
ROE vs sector
139.6%
median 39.2%
Growth vs sector
14.9%
median 6.2%
Sector rank
#4
of 48 by rating
Valuation vs. quality map
The sweet spot is upper-left: more profitable (higher ROE) for a lower P/E. Dashed lines mark the sector median.
Peers are the closest Consumer Discretionary companies by sub-industry and size. Sector median is across all 48 S&P 500 names in the sector. Educational, not a recommendation.
Project revenue → earnings → price. Edit the assumptions to build your own case.
2030 price target (Base Case)
$199.82 – $338.16
vs. $167.77 today · expected CAGR 4% – 15%
| Metric | 2026 | 2027 | 2028 | 2029 | 2030 |
|---|---|---|---|---|---|
| Revenue | $30.95B | $35.60B | $40.94B | $47.08B | $54.14B |
| Net income | $6.81B | $7.83B | $9.01B | $10.36B | $11.91B |
| EPS | $8.79 | $10.11 | $11.62 | $13.37 | $15.37 |
| Share price (low) | $114.25 | $131.39 | $151.10 | $173.76 | $199.82 |
| Share price (high) | $193.35 | $222.35 | $255.70 | $294.06 | $338.16 |
| CAGR (low–high) | -32% / 15% | -12% / 15% | -3% / 15% | 1% / 15% | 4% / 15% |
Educational model on sample fundamentals — not a forecast or investment advice. Outputs are only as good as your assumptions.
The case for BKNG:
- Revenue is growing 14.9% a year, a sign of real demand.
- High net margins (22.2%) point to pricing power or efficiency.
- Strong return on equity (139.6%) shows capital is put to work well.
- Our model's overall read is Favorable (68/100).
The case against BKNG:
- Elevated leverage (debt/equity 4.5x) adds financial risk.
- Like any single stock, it is exposed to competition, the economic cycle, and shifts in its end markets.
Balance-sheet risk — debt/equity of 4.5x magnifies the impact of higher rates or weaker earnings.
Market risk — sector rotation, the economic cycle, and broad sentiment move the stock regardless of fundamentals.
On balance, the fundamentals screen favourably: Booking Holdings is a large-cap consumer discretionary business still growing nicely, with solid profitability, and a heavier debt load to watch. It trades at 21.6x earnings, which our model scores Favorable (68/100). Weigh this against your own goals and time horizon — this is educational information, not a recommendation.
Data notice. Fundamentals and financial statements are sourced from company filings (SEC EDGAR) and market-data providers; prices and market caps refresh on trading days and may be delayed. Ratings, projections, technical signals, and written summaries are model- or rule-generated for education and may simplify or lag the latest filings.
Not advice. Nothing on this page is investment advice or a recommendation to buy, hold, or sell any security. Do your own research and consult a licensed financial professional before investing.