Booking (BKNG) Stock Analysis

July 23, 2026

This is a peer-relative look at Booking (BKNG): its performance, risk, profitability, growth, financial strength, dividend, and valuation are each measured against its Consumer Services peers, so every number reads in context rather than in isolation.

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	139.01 billion USD
Currency	USD
Exchange	Nasdaq
Listing Date	March 31, 1999
Security Type	Common Stock

Price 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.

Calendar-Year Returns

Loading price history…

Calendar-year total returns for Booking (BKNG) and S&P 500 (GSPC). Each bar is that year's total return, measured year-end to year-end.

Performance Metrics

Booking (BKNG) metric values compared with Consumer Services industry-group medians
Metric	Current stock: BKNG	Industry group median
Total Return (1Y)	-20.33%	-3.13%
Total Return (3Y, Annualized)	16.15%	3.13%
Total Return (5Y, Annualized)	15.86%	1.35%

Risk Profile

Drawdown History

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.

Return Distribution

Loading price history…

Distribution of monthly total returns for Booking (BKNG) and S&P 500 (GSPC). Each bar is the share of months whose return fell in that 5% bucket.

Risk Metrics

Booking (BKNG) metric values compared with Consumer Services industry-group medians
Metric	Current stock: BKNG	Industry group median
Volatility (1Y, Annualized)	34.05%	44.67%
Beta (5Y)	1.08	1.04
Max Drawdown (5Y)	-39.53%	-60.13%

Risk-Adjusted Performance

Risk-Return Positioning

Each dot is a stock plotted by 1-year volatility (risk) and 1-year return. BKNG is highlighted; the dashed line is the Capital Allocation Line from the risk-free rate through the industry median — dots above it are stronger on a risk-adjusted basis.

Risk-Adjusted Metrics

Booking (BKNG) metric values compared with Consumer Services industry-group medians
Metric	Current stock: BKNG	Industry group median
Sharpe Ratio (1Y)	-0.72	-0.18
Sortino Ratio (1Y)	-0.99	-0.26

Profitability

ROE (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: 53.72%
Q3: 29.07%
Median: 13.03%
Q1: 3.56%
Min: -26.11%
BKNG: --

Largest peers

RCL: 49.58%
ABNB: 32.33%
DASH: 9.92%
BKNG: --
MCD: --
SBUX: --
MAR: --

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

Net 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: 24.36%
BKNG: 22.23%
Q3: 12.28%
Median: 6.05%
Q1: 1.13%
Min: -15.48%

Largest peers

MAR: 35.97%
MCD: 31.62%
RCL: 24.36%
BKNG: 22.23%
ABNB: 19.90%
DASH: 6.29%
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 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: 20.99%
Median: 11.48%
Q1: 3.39%
Min: -20.31%

Largest peers

MAR: 59.01%
MCD: 44.25%
RCL: 26.17%
BKNG: 25.04%
SBUX: 8.42%
DASH: 5.25%
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 Metrics

Booking (BKNG) metric values compared with Consumer Services industry-group medians
Metric	Current stock: BKNG	Industry group median
ROE (TTM)	--	13.03%
ROA (TTM)	22.26%	5.12%
Net Margin (TTM)	22.23%	6.05%
Operating Margin (TTM)	25.04%	11.48%
Gross Margin (TTM)	86.99%	44.21%

Growth

Revenue Growth

Booking (BKNG) grew revenue 13.39%, roughly around the peer group's normal range. Top-line momentum looks broadly typical for the industry.

Booking (BKNG): Revenue Growth across different time periods, set against Consumer Services industry-group medians.

EPS Growth

Booking (BKNG) grew earnings per share -4.12%, roughly around the peer group's normal range. Bottom-line momentum looks broadly typical for the industry.

Booking (BKNG): EPS Growth across different time periods, set against Consumer Services industry-group medians.

Growth Metrics

Booking (BKNG) metric values compared with Consumer Services industry-group medians
Metric	Current stock: BKNG	Industry group median
Revenue Growth (YoY)	13.39%	6.60%
Revenue Growth (3Y CAGR)	16.35%	10.36%
EPS Growth (YoY)	-4.12%	8.60%
EPS Growth (3Y CAGR)	29.44%	12.09%

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: 3.42
Q3: 1.79
BKNG: 1.06
Median: 0.99
Q1: 0.69
Min: 0.20

Largest peers

ABNB: 1.44
DASH: 1.43
MCD: 1.14
BKNG: 1.06
SBUX: 0.92
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 / Equity (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
DASH: 0.32
BKNG: --
MCD: --
SBUX: --
MAR: --

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 Metrics

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 / Equity (MRQ)	--	1.27
Net Debt / EBITDA	0.30	3.46

Dividends

Dividend Yield (TTM)

Booking (BKNG) has dividend yield of 0.88%, 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

0.88%

Group distribution

Max: 3.74%
Q3: 1.53%
BKNG: 0.88%
Median: 0.00%
Q1: 0.00%
Min: 0.00%

Largest peers

MCD: 2.71%
SBUX: 2.36%
RCL: 1.49%
BKNG: 0.88%
MAR: 0.73%
ABNB: 0.00%
DASH: 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: 81.13%
Q3: 33.89%
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%
ABNB: 0.00%
DASH: 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.

Dividend Metrics

Booking (BKNG) metric values compared with Consumer Services industry-group medians
Metric	Current stock: BKNG	Industry group median
Dividend Yield (TTM)	0.88%	0.00%
Dividend Payout Ratio (TTM)	20.73%	0.00%

Valuation

P/E Ratio (TTM)

Booking (BKNG) trades at P/E ratio of 23.64, 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

23.64

Group distribution

Max: 63.43
Q3: 39.84
Median: 23.69
BKNG: 23.64
Q1: 16.85
Min: 3.90

Largest peers

DASH: 89.12
SBUX: 79.73
MAR: 38.47
ABNB: 35.85
BKNG: 23.64
MCD: 22.07
RCL: 17.45

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.

P/S Ratio (TTM)

Booking (BKNG) trades at 5.02 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

5.02

Group distribution

Max: 6.83
BKNG: 5.02
Q3: 3.26
Median: 1.68
Q1: 0.82
Min: 0.06

Largest peers

MAR: 13.50
MCD: 6.83
ABNB: 6.76
DASH: 5.57
BKNG: 5.02
RCL: 4.20
SBUX: 3.09

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.

P/B Ratio (MRQ)

Booking (BKNG) has negative P/B ratio of -16.04, 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

-16.04

Group distribution

Max: 12.57
Q3: 5.66
Median: 2.46
Q1: 1.04
Min: -5.57
BKNG: -16.04

Largest peers

ABNB: 11.23
DASH: 8.04
RCL: 7.87
SBUX: -14.06
BKNG: -16.04
MAR: -23.79
MCD: -145.81

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 Metrics

Booking (BKNG) metric values compared with Consumer Services industry-group medians
Metric	Current stock: BKNG	Industry group median
P/E Ratio (TTM)	23.64	23.69
P/S Ratio (TTM)	5.02	1.68
P/B Ratio (MRQ)	-16.04	2.46
Free Cash Flow Yield (TTM)	5.09%	4.28%