BKNG
Booking Holdings
$214.61
▲ 3.5%Updated Aug 7, 11:30 AM ET
BKNG at a glance — five pillars scored 0–100 from real filed financials.
Overall: Favorable · 62/100. A wider, greener shape means more pillars look healthy. Dividends scores 0 when a company pays none — that is a choice, not a flaw.
▼ Down 18.8% over the last 12 months
Market Cap
$143.01B
P/E
27.02x
Forward P/E (est.)
22.84x
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)
2.5%
Rating Score
62/100
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 $143.01B.
In its latest reported year it generated about $26.92B in revenue.
Our model rates BKNG Favorable (62/100) on growth, profitability, financial health, and valuation. The summary below is built from its filed financials and current ratios and refreshes automatically.
Evidence of durable competitive advantage in the filed financials (10 years of history).
The filed history looks like a business competitors struggle to attack: high and steady margins, revenue that grows through cycles, and strong returns on capital.
30.6% average over the last 3 years
±12.8 pts around 27.0% across 10 years
grew in 8 of the last 9 year-over-year periods
positive in 9 of 10 years
70.0% latest fiscal year
A moat can't be proven by numbers alone — this scores the evidence a durable advantage leaves behind (pricing power, consistency, returns on capital), computed the same way for every stock. Pair it with the business overview before concluding anything.
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 $214.61, above its 50-day average ($168.49) and 200-day average ($188.77). Price above both averages, with the shorter one above the longer, is the textbook definition of an uptrend — momentum favours buyers.
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 69 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 $6.82 (~3.2% 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 $158.12 (support) and sellers near $186.50 (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 1.5× 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.
4Y CAGR
25.2%
Revenue moved from $10.74B in 2016 to $26.92B in 2025, a 10.7% 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.
Can the payout survive a bad year? Scored from filed cash flow, earnings coverage, and the raise/cut record.
The dividend is being paid, but coverage or consistency is thinner than an income investor should rely on without a closer look.
Dividend yield
0.9%
Per share (latest FY)
$9.60
Total paid (latest FY)
$1.25B
History on record
2 years
dividend uses 14% of free cash flow
total dividends increased 1 year in a row
no cuts in the last 2 years on record
Coverage uses the latest fiscal year as filed with the SEC; the streak counts total dollars paid (per-share figures can carry split artifacts). Educational information, not income advice.
P/E
27.02x
P/S
5.06x
P/B
34.32x
EV / EBITDA
—
BKNG trades at 27.0x trailing earnings (about 22.8x on estimated forward earnings), 5.1x sales, and 34.3x book value. Reverse-engineering today's price implies the market expects roughly 2.5% long-term free-cash-flow growth. That is a premium multiple that needs growth to justify it.
A two-stage discounted cash flow on real SEC-filed free cash flow — the intrinsic-value anchor professional analysts triangulate from.
DCF fair value / share
$369.97
Current price
$214.61
Starting FCF (latest 10-K)
$9.09B
Growth, years 1–5
14.9%
Fade to terminal, years 6–10
2.5%
Discount rate
9.0%
Cash flows grow at the stage-1 rate (trailing revenue growth, capped at 20%) for five years, fade to 2.5% by year 10, and continue at that rate forever (Gordon terminal value), all discounted at 9.0%. Small changes in assumptions move the result a lot — treat this as one reference point, not a target price. Educational only, not investment advice.
Where BKNG sits versus its Consumer Discretionary sector peers in the S&P 500.
Bands show the middle half (25th–75th percentile) of the 85 Consumer Discretionary companies in the S&P 500 — the peer-relative anchor professional comps analysis uses. 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 (158 S&P 500 companies), BKNG ranks #18 of 158 by our overall rating. It trades at roughly in line versus the sector on earnings (27x P/E vs. 25.8x median) with a higher return on equity (139.6% vs. 26.2%) and faster revenue growth (14.9% vs. 6.8%).
P/E vs sector
27x
median 25.8x
ROE vs sector
139.6%
median 26.2%
Growth vs sector
14.9%
median 6.8%
Sector rank
#18
of 158 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 158 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)
$0.00 – $0.00
vs. $214.61 today · expected CAGR 6% – 18%
| 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 | $10.22 | $11.75 | $13.52 | $15.54 | $17.87 |
| Share price (low) | $163.51 | $188.04 | $216.24 | $248.68 | $285.98 |
| Share price (high) | $275.92 | $317.31 | $364.91 | $419.65 | $482.59 |
| CAGR (low–high) | -24% / 29% | -6% / 22% | 0% / 19% | 4% / 18% | 6% / 18% |
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 (62/100).
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 27.0x earnings, which our model scores Favorable (62/100). Weigh this against your own goals and time horizon — this is educational information, not a recommendation.
Analyst Ratings
What 46 Wall Street analysts covering BKNG recommend (August 2026). Consensus is a useful sanity check — not a substitute for your own homework.
Latest SEC Filings
BKNG's most recent filings, straight from SEC EDGAR. Annual and quarterly reports are the deep dives; 8-Ks flag material events the moment they happen.
In the Idea Lab
BKNG — frequently asked questions
Is BKNG a good stock to buy?
We don't give buy or sell advice. Our model rates Booking Holdings Favorable (62/100) based on its growth, profitability, financial health, and valuation — use that as a research starting point and make your own decision.
What is BKNG's rating on The Stocks School?
Booking Holdings currently scores 62/100 (Favorable) on our transparent model, which weighs real fundamentals: growth, margins, returns on capital, balance-sheet strength, and valuation.
How our ratings work →Where does BKNG's data come from?
Live price data plus real fundamentals and 5-year financials pulled directly from Booking Holdings's SEC filings — refreshed automatically, not hand-entered.
How is the 5-year projection for BKNG calculated?
It's a scenario model: it grows revenue at an assumed rate, applies a profit margin and a valuation multiple, and shows the resulting share-price range. The assumptions are yours to change — it's a tool for thinking, not a prediction.
Is this BKNG analysis financial advice?
No. Everything on this page is educational research, not financial advice or a recommendation to buy or sell BKNG. Always do your own research and consider a licensed professional.
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.