Booking (BKNG) Stock Analysis

June 13, 2026

Here is a fundamental analysis of Booking (BKNG), benchmarking its profitability, financial strength, dividend and valuation against its industry group peers.

Performance

Cumulative Growth

BKNG

GSPC

Booking (BKNG) vs. S&P 500 (GSPC): Growth of a $10,000 investment over the past five years. Adjusted for dividends and splits.

Trailing Returns

Loading price history…

Trailing total returns for Booking (BKNG) and S&P 500 (GSPC). Returns over one year are annualized.

Performance at a Glance

Booking (BKNG) metric values compared with Consumer Services industry-group medians
Metric	Current stock: BKNG	Industry group median
1-Year Return	-23.87%	1.05%

Risk

Drawdown

BKNG

GSPC

Booking (BKNG) vs. S&P 500 (GSPC): Drawdown from the running peak over the past five years. Each line shows the decline from its prior peak; 0% marks a new high.

Risk at a Glance

Booking (BKNG) metric values compared with Consumer Services industry-group medians
Metric	Current stock: BKNG	Industry group median
1-Year Volatility	32.01%	44.02%
Beta	1.09	1.03

Company Profile

Company profile fields for Booking (BKNG)
Profile Item	BKNG
Name	Booking Holdings Inc.
Country/Region	United States
GICS Sector	Consumer Discretionary
GICS Industry Group	Consumer Services
GICS Industry	Hotels, Restaurants & Leisure
GICS Sub-Industry	Hotels, Resorts & Cruise Lines
Market Capitalization	127.81 billion USD
Currency	USD
Exchange	Nasdaq
Listing Date	March 31, 1999
Security Type	Common Stock

Valuation

Price-to-Earnings Ratio (TTM)

Booking (BKNG) trades at P/E ratio of 21.73, near the industry’s usual earnings multiple. The stock is not showing a clear peer discount or premium on trailing earnings.

BKNG

Consumer Services industry group

21.73

Group distribution

Max: 71.36
Q3: 40.24
Median: 22.08
BKNG: 21.73
Q1: 17.04
Min: 3.87

Largest peers

SBUX: 78.66
HLT: 52.74
MAR: 42.19
ABNB: 32.66
MCD: 23.48
BKNG: 21.73
RCL: 17.95

Where Booking (BKNG) stands on P/E ratio within its Consumer Services peer group — the box is the group’s distribution and the dots its largest members.

Price-to-Sales Ratio (TTM)

Booking (BKNG) trades at 4.62 on P/S ratio, in the higher sales-valuation quartile. Investors are paying up for each dollar of revenue, so stronger margins, growth, or revenue quality need to carry that price.

BKNG

Consumer Services industry group

4.62

Group distribution

Max: 6.59
BKNG: 4.62
Q3: 3.16
Median: 1.68
Q1: 0.87
Min: 0.06

Largest peers

HLT: 15.53
MAR: 14.78
MCD: 7.37
ABNB: 6.21
BKNG: 4.62
RCL: 4.29
SBUX: 3.05

Where Booking (BKNG) stands on P/S ratio within its Consumer Services peer group — the box is the group’s distribution and the dots its largest members.

Price-to-Book Ratio (MRQ)

Booking (BKNG) has negative P/B ratio of -14.75, which means reported book equity is negative. Price-to-book breaks down in this situation and should not be used as a valuation signal.

BKNG

Consumer Services industry group

-14.75

Group distribution

Max: 13.42
Q3: 6.34
Median: 2.54
Q1: 1.07
Min: -5.84
BKNG: -14.75

Largest peers

ABNB: 10.31
RCL: 8.05
HLT: -13.38
SBUX: -13.87
BKNG: -14.75
MAR: -26.04
MCD: -157.35

Where Booking (BKNG) stands on P/B ratio within its Consumer Services peer group — the box is the group’s distribution and the dots its largest members.

Valuation at a Glance

Booking (BKNG) metric values compared with Consumer Services industry-group medians
Metric	Current stock: BKNG	Industry group median
Price-to-Earnings Ratio (TTM)	21.73	22.08
Price-to-Sales Ratio (TTM)	4.62	1.68
Price-to-Book Ratio (MRQ)	-14.75	2.54
Free Cash Flow Yield	5.54%	4.08%

Profitability

Return on Equity (TTM)

No usable ROE is available for Booking (BKNG) this period, so the shareholder-equity return read is skipped.

BKNG

Consumer Services industry group

Group distribution

Max: 52.89%
Q3: 29.07%
Median: 12.44%
Q1: 3.56%
Min: -26.11%
BKNG: --

Largest peers

RCL: 49.58%
ABNB: 32.33%
BKNG: --
MCD: --
SBUX: --
MAR: --
HLT: --

Booking (BKNG) doesn’t report ROE this period; the box shows the Consumer Services group’s distribution and the dots its largest members.

Net Profit Margin (TTM)

Booking (BKNG) keeps 22.23% of revenue as net profit, putting net margin in the upper peer quartile. After operating costs, interest, and taxes, more of each sales dollar reaches shareholders than it does at most industry peers.

BKNG

Consumer Services industry group

22.23%

Group distribution

Max: 24.47%
BKNG: 22.23%
Q3: 12.35%
Median: 6.13%
Q1: 1.16%
Min: -15.48%

Largest peers

MAR: 35.97%
MCD: 31.62%
HLT: 30.41%
RCL: 24.36%
BKNG: 22.23%
ABNB: 19.90%
SBUX: 3.89%

Where Booking (BKNG) stands on net margin within its Consumer Services peer group — the box is the group’s distribution and the dots its largest members.

Operating Profit Margin (TTM)

Booking (BKNG) turns 25.04% of revenue into operating profit, putting operating margin in the upper peer quartile. Before financing and taxes enter the picture, the day-to-day business keeps more of each sales dollar than most industry peers.

BKNG

Consumer Services industry group

25.04%

Group distribution

Max: 44.25%
BKNG: 25.04%
Q3: 20.10%
Median: 11.37%
Q1: 3.21%
Min: -20.31%

Largest peers

MAR: 59.01%
HLT: 57.36%
MCD: 44.25%
RCL: 26.17%
BKNG: 25.04%
SBUX: 8.42%
ABNB: 3.21%

Where Booking (BKNG) stands on operating margin within its Consumer Services peer group — the box is the group’s distribution and the dots its largest members.

Profitability at a Glance

Booking (BKNG) metric values compared with Consumer Services industry-group medians
Metric	Current stock: BKNG	Industry group median
Return on Equity (TTM)	--	12.44%
Return on Assets (TTM)	22.26%	5.05%
Net Profit Margin (TTM)	22.23%	6.13%
Operating Profit Margin (TTM)	25.04%	11.37%
Gross Profit Margin (TTM)	86.99%	44.16%

Financial Strength

Current Ratio (MRQ)

Booking (BKNG) has current ratio of 1.06, in the healthier middle range for its industry. The short-term asset cushion looks balanced relative to peers rather than stretched thin.

BKNG

Consumer Services industry group

1.06

Group distribution

Max: 3.05
Q3: 1.72
BKNG: 1.06
Median: 0.99
Q1: 0.69
Min: 0.20

Largest peers

ABNB: 1.44
MCD: 1.14
BKNG: 1.06
SBUX: 0.92
HLT: 0.61
MAR: 0.46
RCL: 0.20

Where Booking (BKNG) stands on current ratio within its Consumer Services peer group — the box is the group’s distribution and the dots its largest members.

Debt-to-Equity Ratio (MRQ)

No usable debt-to-equity ratio is available for Booking (BKNG) this period, so the balance-sheet leverage read is skipped.

BKNG

Consumer Services industry group

Group distribution

Max: 7.23
Q3: 3.20
Median: 1.27
Q1: 0.35
Min: 0.01
BKNG: --

Largest peers

RCL: 2.17
ABNB: 0.33
BKNG: --
MCD: --
SBUX: --
MAR: --
HLT: --

Booking (BKNG) doesn’t report debt-to-equity ratio this period; the box shows the Consumer Services group’s distribution and the dots its largest members.

Financial Strength at a Glance

Booking (BKNG) metric values compared with Consumer Services industry-group medians
Metric	Current stock: BKNG	Industry group median
Current Ratio (MRQ)	1.06	0.99
Debt-to-Equity Ratio (MRQ)	--	1.27
Net Debt / EBITDA	0.30	3.48

Dividends

Dividend Yield (TTM)

Booking (BKNG) has dividend yield of 0.97%, in the industry’s normal income range. It provides a meaningful dividend without the red flag of an unusually high headline yield.

BKNG

Consumer Services industry group

0.97%

Group distribution

Max: 4.72%
Q3: 1.94%
BKNG: 0.97%
Median: 0.00%
Q1: 0.00%
Min: 0.00%

Largest peers

MCD: 2.61%
SBUX: 2.41%
RCL: 1.70%
BKNG: 0.97%
MAR: 0.73%
HLT: 0.17%
ABNB: 0.00%

Where Booking (BKNG) stands on dividend yield within its Consumer Services peer group — the box is the group’s distribution and the dots its largest members.

Dividend Payout Ratio (TTM)

Booking (BKNG) has payout ratio of 20.73%, within the industry’s typical payout band. The dividend shares profits with investors while leaving earnings coverage that looks normal for the peer group.

BKNG

Consumer Services industry group

20.73%

Group distribution

Max: 86.96%
Q3: 34.83%
BKNG: 20.73%
Median: 0.00%
Q1: 0.00%
Min: 0.00%

Largest peers

SBUX: 187.79%
MCD: 59.85%
MAR: 28.06%
RCL: 25.93%
BKNG: 20.73%
HLT: 9.16%
ABNB: 0.00%

Where Booking (BKNG) stands on payout ratio within its Consumer Services peer group — the box is the group’s distribution and the dots its largest members.

Dividends at a Glance

Booking (BKNG) metric values compared with Consumer Services industry-group medians
Metric	Current stock: BKNG	Industry group median
Dividend Yield (TTM)	0.97%	0.00%
Dividend Payout Ratio (TTM)	20.73%	0.00%