BKNG vs. NOW: A Head-to-Head Stock Comparison
Updated onHere’s a clear look at BKNG and NOW, comparing key factors like historical performance, profitability, financial strength, growth, dividend, and valuation.
Company Profile
| Symbol | BKNG | NOW |
|---|---|---|
| Company Name | Booking Holdings Inc. | ServiceNow, Inc. |
| Country | United States | United States |
| GICS Sector | Consumer Discretionary | Information Technology |
| GICS Industry | Hotels, Restaurants & Leisure | Software |
| Market Capitalization | 176.57 billion USD | 179.15 billion USD |
| Exchange | NasdaqGS | NYSE |
| Listing Date | March 31, 1999 | June 29, 2012 |
| Security Type | Common Stock | Common Stock |
Historical Performance
This chart compares the performance of BKNG and NOW by tracking the growth of an initial $10,000 investment in each. Use the tabs to select the desired time period. Data is adjusted for dividends and splits.
Historical Performance at a Glance
| Symbol | BKNG | NOW |
|---|---|---|
| 5-Day Price Return | 0.29% | -1.24% |
| 13-Week Price Return | 4.87% | -15.00% |
| 26-Week Price Return | 13.98% | -15.64% |
| 52-Week Price Return | 58.41% | 7.03% |
| Month-to-Date Return | -1.02% | -8.46% |
| Year-to-Date Return | 9.65% | -18.57% |
| 10-Day Avg. Volume | 0.20M | 2.01M |
| 3-Month Avg. Volume | 0.23M | 1.63M |
| 3-Month Volatility | 19.82% | 27.13% |
| Beta | 1.38 | 0.93 |
Profitability
Return on Equity (TTM)
BKNG
139.63%
Hotels, Restaurants & Leisure Industry
- Max
- 83.01%
- Q3
- 39.51%
- Median
- 17.38%
- Q1
- 5.32%
- Min
- -45.92%
BKNG’s Return on Equity of 139.63% is exceptionally high, placing it well beyond the typical range for the Hotels, Restaurants & Leisure industry. This demonstrates a superior ability to generate profit from shareholder investments, though it could also be inflated by high financial leverage.
NOW
16.62%
Software Industry
- Max
- 59.01%
- Q3
- 21.98%
- Median
- 7.15%
- Q1
- -11.12%
- Min
- -51.24%
NOW’s Return on Equity of 16.62% is on par with the norm for the Software industry, indicating its profitability relative to shareholder equity is typical for the sector.
Net Profit Margin (TTM)
BKNG
19.23%
Hotels, Restaurants & Leisure Industry
- Max
- 26.45%
- Q3
- 14.67%
- Median
- 8.69%
- Q1
- 3.34%
- Min
- -11.30%
A Net Profit Margin of 19.23% places BKNG in the upper quartile for the Hotels, Restaurants & Leisure industry, signifying strong profitability and more effective cost management than most of its peers.
NOW
13.78%
Software Industry
- Max
- 48.14%
- Q3
- 18.23%
- Median
- 5.60%
- Q1
- -9.22%
- Min
- -49.36%
NOW’s Net Profit Margin of 13.78% is aligned with the median group of its peers in the Software industry. This indicates its ability to convert revenue into profit is typical for the sector.
Operating Profit Margin (TTM)
BKNG
32.85%
Hotels, Restaurants & Leisure Industry
- Max
- 38.76%
- Q3
- 21.15%
- Median
- 14.20%
- Q1
- 6.43%
- Min
- -14.56%
An Operating Profit Margin of 32.85% places BKNG in the upper quartile for the Hotels, Restaurants & Leisure industry. This signals a strong ability to translate revenue into operating profit, outperforming most of its competitors in core business efficiency.
NOW
13.28%
Software Industry
- Max
- 57.34%
- Q3
- 20.60%
- Median
- 7.84%
- Q1
- -8.72%
- Min
- -51.37%
NOW’s Operating Profit Margin of 13.28% is around the midpoint for the Software industry, indicating that its efficiency in managing core business operations is typical for the sector.
Profitability at a Glance
| Symbol | BKNG | NOW |
|---|---|---|
| Return on Equity (TTM) | 139.63% | 16.62% |
| Return on Assets (TTM) | 16.95% | 8.12% |
| Net Profit Margin (TTM) | 19.23% | 13.78% |
| Operating Profit Margin (TTM) | 32.85% | 13.28% |
| Gross Profit Margin (TTM) | 98.09% | 78.52% |
Financial Strength
Current Ratio (MRQ)
BKNG
1.25
Hotels, Restaurants & Leisure Industry
- Max
- 2.68
- Q3
- 1.62
- Median
- 1.11
- Q1
- 0.74
- Min
- 0.19
BKNG’s Current Ratio of 1.25 aligns with the median group of the Hotels, Restaurants & Leisure industry, indicating that its short-term liquidity is in line with its sector peers.
NOW
1.09
Software Industry
- Max
- 3.83
- Q3
- 2.31
- Median
- 1.45
- Q1
- 1.03
- Min
- 0.24
NOW’s Current Ratio of 1.09 aligns with the median group of the Software industry, indicating that its short-term liquidity is in line with its sector peers.
Debt-to-Equity Ratio (MRQ)
BKNG
11.29
Hotels, Restaurants & Leisure Industry
- Max
- 9.88
- Q3
- 4.54
- Median
- 1.52
- Q1
- 0.27
- Min
- 0.00
With a Debt-to-Equity Ratio of 11.29, BKNG operates with exceptionally high leverage compared to the Hotels, Restaurants & Leisure industry norm. This suggests an aggressive reliance on debt financing, which can magnify returns but also significantly elevates financial risk.
NOW
0.14
Software Industry
- Max
- 2.14
- Q3
- 0.90
- Median
- 0.29
- Q1
- 0.00
- Min
- 0.00
NOW’s Debt-to-Equity Ratio of 0.14 is typical for the Software industry, indicating its use of leverage is in line with the sector norm. This suggests a balanced approach to its capital structure.
Interest Coverage Ratio (TTM)
BKNG
29.94
Hotels, Restaurants & Leisure Industry
- Max
- 26.88
- Q3
- 11.95
- Median
- 3.87
- Q1
- 1.19
- Min
- -11.84
With an Interest Coverage Ratio of 29.94, BKNG demonstrates a superior capacity to service its debt, placing it well above the typical range for the Hotels, Restaurants & Leisure industry. This stems from either robust earnings or a conservative debt load.
NOW
32.13
Software Industry
- Max
- 67.02
- Q3
- 19.86
- Median
- 0.70
- Q1
- -12.50
- Min
- -53.00
NOW’s Interest Coverage Ratio of 32.13 is in the upper quartile for the Software industry, signifying a strong and healthy capacity to meet its interest payments from operating profits.
Financial Strength at a Glance
| Symbol | BKNG | NOW |
|---|---|---|
| Current Ratio (MRQ) | 1.25 | 1.09 |
| Quick Ratio (MRQ) | 1.21 | 0.99 |
| Debt-to-Equity Ratio (MRQ) | 11.29 | 0.14 |
| Interest Coverage Ratio (TTM) | 29.94 | 32.13 |
Growth
Revenue Growth
EPS Growth
Dividend
Dividend Yield (TTM)
BKNG
0.69%
Hotels, Restaurants & Leisure Industry
- Max
- 5.88%
- Q3
- 2.37%
- Median
- 0.68%
- Q1
- 0.00%
- Min
- 0.00%
BKNG’s Dividend Yield of 0.69% is consistent with its peers in the Hotels, Restaurants & Leisure industry, providing a dividend return that is standard for its sector.
NOW
0.00%
Software Industry
- Max
- 0.08%
- Q3
- 0.03%
- Median
- 0.00%
- Q1
- 0.00%
- Min
- 0.00%
NOW currently does not pay a dividend, resulting in a yield of 0%. This is a common strategy for growth-focused companies that prioritize reinvesting earnings, though it may be less typical in mature, income-oriented sectors.
Dividend Payout Ratio (TTM)
BKNG
25.16%
Hotels, Restaurants & Leisure Industry
- Max
- 127.31%
- Q3
- 56.79%
- Median
- 19.58%
- Q1
- 0.00%
- Min
- 0.00%
BKNG’s Dividend Payout Ratio of 25.16% is within the typical range for the Hotels, Restaurants & Leisure industry, suggesting a balanced approach between shareholder payouts and company reinvestment.
NOW
0.00%
Software Industry
- Max
- 1.32%
- Q3
- 0.53%
- Median
- 0.00%
- Q1
- 0.00%
- Min
- 0.00%
NOW has a Dividend Payout Ratio of 0%, indicating it does not currently pay a dividend. This is a common strategy for growth-oriented companies that reinvest all profits back into the business.
Dividend at a Glance
| Symbol | BKNG | NOW |
|---|---|---|
| Dividend Yield (TTM) | 0.69% | 0.00% |
| Dividend Payout Ratio (TTM) | 25.16% | 0.00% |
Valuation
Price-to-Earnings Ratio (TTM)
BKNG
36.38
Hotels, Restaurants & Leisure Industry
- Max
- 59.44
- Q3
- 33.98
- Median
- 22.25
- Q1
- 15.53
- Min
- 7.61
A P/E Ratio of 36.38 places BKNG in the upper quartile for the Hotels, Restaurants & Leisure industry. This high valuation relative to peers suggests the market holds elevated expectations for the company’s future growth.
NOW
106.87
Software Industry
- Max
- 149.35
- Q3
- 100.21
- Median
- 47.97
- Q1
- 26.77
- Min
- 11.68
A P/E Ratio of 106.87 places NOW in the upper quartile for the Software industry. This high valuation relative to peers suggests the market holds elevated expectations for the company’s future growth.
Price-to-Sales Ratio (TTM)
BKNG
7.00
Hotels, Restaurants & Leisure Industry
- Max
- 7.74
- Q3
- 3.88
- Median
- 2.05
- Q1
- 1.19
- Min
- 0.17
BKNG’s P/S Ratio of 7.00 is in the upper echelon for the Hotels, Restaurants & Leisure industry. This means the company is valued richly on its revenue stream compared to its peers, suggesting the stock is priced for a high level of future performance.
NOW
14.72
Software Industry
- Max
- 25.24
- Q3
- 13.52
- Median
- 8.15
- Q1
- 4.87
- Min
- 0.98
NOW’s P/S Ratio of 14.72 is in the upper echelon for the Software industry. This means the company is valued richly on its revenue stream compared to its peers, suggesting the stock is priced for a high level of future performance.
Price-to-Book Ratio (MRQ)
BKNG
91.90
Hotels, Restaurants & Leisure Industry
- Max
- 20.90
- Q3
- 9.78
- Median
- 4.29
- Q1
- 2.22
- Min
- 0.47
At 91.90, BKNG’s P/B Ratio is at an extreme premium to the Hotels, Restaurants & Leisure industry. This signifies that the market’s valuation is heavily reliant on future potential rather than its current net asset value, which can be a high-risk proposition.
NOW
19.48
Software Industry
- Max
- 30.95
- Q3
- 14.91
- Median
- 7.75
- Q1
- 3.60
- Min
- 0.38
NOW’s P/B Ratio of 19.48 is in the upper tier for the Software industry. This indicates that investors are paying a premium relative to the company’s net assets, a valuation that hinges on its ability to generate superior profits.
Valuation at a Glance
| Symbol | BKNG | NOW |
|---|---|---|
| Price-to-Earnings Ratio (TTM) | 36.38 | 106.87 |
| Price-to-Sales Ratio (TTM) | 7.00 | 14.72 |
| Price-to-Book Ratio (MRQ) | 91.90 | 19.48 |
| Price-to-Free Cash Flow Ratio (TTM) | 18.95 | 46.65 |