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BKNG vs. SBUX: Booking vs. Starbucks Stock Comparison

How do Booking (BKNG) and Starbucks (SBUX) stack up? This page sets them side by side across company profile, performance and risk, profitability, growth, financial strength, dividends, and valuation, with selected fundamentals also measured against each stock's industry-group peers.

Company Profile

Booking (BKNG) and Starbucks (SBUX) both belong to the Hotels, Restaurants & Leisure industry, though BKNG is classified under Hotels, Resorts & Cruise Lines while SBUX falls under Restaurants.

Company profile comparison for Booking (BKNG) and Starbucks (SBUX)
Profile ItemBKNGSBUX
NameBooking Holdings Inc.Starbucks Corporation
Country/RegionUnited StatesUnited States
GICS SectorConsumer DiscretionaryConsumer Discretionary
GICS Industry GroupConsumer ServicesConsumer Services
GICS IndustryHotels, Restaurants & LeisureHotels, Restaurants & Leisure
GICS Sub-IndustryHotels, Resorts & Cruise LinesRestaurants
Market Capitalization159.34 billion USD122.77 billion USD
CurrencyUSDUSD
ExchangeNasdaqNasdaq
Listing DateMarch 31, 1999June 26, 1992
Security TypeCommon StockCommon Stock

Price Performance

Cumulative Growth

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

Trailing Returns

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Trailing total returns for Booking (BKNG) and Starbucks (SBUX). Returns over one year are annualized.

Calendar-Year Returns

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Calendar-year total returns for Booking (BKNG) and Starbucks (SBUX). Each bar is that year's total return, measured year-end to year-end.

Performance Metrics

Price performance metrics for Booking (BKNG) and Starbucks (SBUX)
MetricBKNGSBUX
Total Return (1Y)-2.52%19.46%
Total Return (3Y, Annualized)18.74%4.76%
Total Return (5Y, Annualized)19.70%0.76%

Risk Profile

Drawdown History

BKNG
SBUX
GSPC
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Booking (BKNG) vs. Starbucks (SBUX), with S&P 500 (GSPC) for reference: 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

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Distribution of monthly total returns for Booking (BKNG) and Starbucks (SBUX). Each bar is the share of months whose return fell in that 5% bucket.

Risk Metrics

Risk profile metrics for Booking (BKNG) and Starbucks (SBUX)
MetricBKNGSBUX
Volatility (1Y, Annualized)35.96%27.89%
Beta (5Y)1.080.97
Max Drawdown (5Y)-39.53%-40.74%
Avg. Volume (3M)7.22M7.61M

Risk-Adjusted Performance

Risk-Return Positioning

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BKNG and SBUX are plotted by 1-year volatility (risk) and 1-year return. The dashed Capital Allocation Line runs from the risk-free rate through the shared industry median.

Risk-Adjusted Metrics

Risk-adjusted metrics for Booking (BKNG) and Starbucks (SBUX)
MetricBKNGSBUX
Sharpe Ratio (1Y)-0.180.56
Sortino Ratio (1Y)-0.260.87

Profitability

ROE (TTM)

Neither Booking (BKNG) nor Starbucks (SBUX) reports a ROE value for this period, so a direct comparison isn’t possible.

BKNG

Consumer Services industry group

--

Max
53.72%
Q3
32.41%
Median
14.56%
Q1
2.45%
Min
-37.58%
BKNG
--

SBUX

Consumer Services industry group

--

Max
53.72%
Q3
32.41%
Median
14.56%
Q1
2.45%
Min
-37.58%
SBUX
--
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Booking (BKNG) vs. Starbucks (SBUX): Neither stock reports ROE, so the chart shows available benchmark boxes without value markers.

Net Margin (TTM)

Booking (BKNG) at 25.53% retains a top-quartile share of revenue as profit, ahead of Starbucks (SBUX) at 5.17%, which keeps about the industry-typical share.

BKNG

Consumer Services industry group

25.53%

Max
28.43%
BKNG
25.53%
Q3
13.04%
Median
6.06%
Q1
1.23%
Min
-15.48%

SBUX

Consumer Services industry group

5.17%

Max
28.43%
Q3
13.04%
Median
6.06%
SBUX
5.17%
Q1
1.23%
Min
-15.48%
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Booking (BKNG) vs. Starbucks (SBUX): A comparison of their net margin against the Consumer Services industry group benchmark.

Operating Margin (TTM)

Booking (BKNG) at 34.41% operates in the top operating margin quartile, ahead of Starbucks (SBUX) at 12.92%, which runs around its industry’s norm.

BKNG

Consumer Services industry group

34.41%

Max
46.49%
BKNG
34.41%
Q3
22.02%
Median
13.16%
Q1
5.61%
Min
-12.59%

SBUX

Consumer Services industry group

12.92%

Max
46.49%
Q3
22.02%
Median
13.16%
SBUX
12.92%
Q1
5.61%
Min
-12.59%
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Booking (BKNG) vs. Starbucks (SBUX): A comparison of their operating margin against the Consumer Services industry group benchmark.

Profitability Metrics

Profitability metrics for Booking (BKNG) and Starbucks (SBUX)
MetricBKNGSBUX
ROE (TTM)----
ROA (TTM)20.38%8.02%
Net Margin (TTM)25.53%5.17%
Operating Margin (TTM)34.41%12.92%
Gross Margin (TTM)87.23%22.34%

Growth

Revenue Growth

Booking (BKNG) at 13.39% is around its peer norm for revenue growth, while Starbucks (SBUX) at 2.79% drops into the bottom quartile, signaling weaker demand or pricing momentum.

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Booking (BKNG) vs. Starbucks (SBUX): A comparison of their Revenue Growth across different time periods.

EPS Growth

Booking (BKNG) at -4.12% is around its peer norm for EPS growth, while Starbucks (SBUX) at -50.76% drops into the bottom quartile, signaling weaker earnings momentum.

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Booking (BKNG) vs. Starbucks (SBUX): A comparison of their EPS Growth across different time periods.

Growth Metrics

Growth metrics for Booking (BKNG) and Starbucks (SBUX)
MetricBKNGSBUX
Revenue Growth (YoY)13.39%2.79%
Revenue Growth (3Y CAGR)16.35%4.86%
EPS Growth (YoY)-4.12%-50.76%
EPS Growth (3Y CAGR)29.44%-16.80%

Financial Strength

Current Ratio (MRQ)

Both Booking (BKNG) at 1.09 and Starbucks (SBUX) at 0.76 carry current ratio within their industries’ typical mid-ranges, suggesting balanced short-term liquidity relative to peers.

BKNG

Consumer Services industry group

1.09

Max
3.25
Q3
1.77
BKNG
1.09
Median
1.02
Q1
0.69
Min
0.20

SBUX

Consumer Services industry group

0.76

Max
3.25
Q3
1.77
Median
1.02
SBUX
0.76
Q1
0.69
Min
0.20
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Booking (BKNG) vs. Starbucks (SBUX): A comparison of their current ratio against the Consumer Services industry group benchmark.

Debt / Equity (MRQ)

Neither Booking (BKNG) nor Starbucks (SBUX) reports a debt-to-equity ratio value for this period, so a direct comparison isn’t possible.

BKNG

Consumer Services industry group

--

Max
7.30
Q3
3.37
Median
1.29
Q1
0.36
Min
0.01
BKNG
--

SBUX

Consumer Services industry group

--

Max
7.30
Q3
3.37
Median
1.29
Q1
0.36
Min
0.01
SBUX
--
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Booking (BKNG) vs. Starbucks (SBUX): Neither stock reports debt-to-equity ratio, so the chart shows available benchmark boxes without value markers.

Financial Strength Metrics

Financial strength metrics for Booking (BKNG) and Starbucks (SBUX)
MetricBKNGSBUX
Current Ratio (MRQ)1.090.76
Debt / Equity (MRQ)----
Net Debt / EBITDA0.363.34

Dividends

Dividend Yield (TTM)

Starbucks (SBUX) at 2.30% delivers top-quartile income for its industry, while Booking (BKNG) at 0.75% pays a more typical yield — both are credible income propositions, SBUX the richer one.

BKNG

Consumer Services industry group

0.75%

Max
3.45%
Q3
1.61%
BKNG
0.75%
Median
0.00%
Q1
0.00%
Min
0.00%

SBUX

Consumer Services industry group

2.30%

Max
3.45%
SBUX
2.30%
Q3
1.61%
Median
0.00%
Q1
0.00%
Min
0.00%
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Booking (BKNG) vs. Starbucks (SBUX): A comparison of their dividend yield against the Consumer Services industry group benchmark.

Dividend Payout Ratio (TTM)

Starbucks (SBUX) reports payout ratio above 100% at 142.77%, meaning dividends exceeded current-period earnings and sustainability needs extra context. Meanwhile Booking (BKNG) reports 17.86%, ranking against industry peers normally.

BKNG

Consumer Services industry group

17.86%

Max
86.96%
Q3
36.40%
BKNG
17.86%
Median
0.00%
Q1
0.00%
Min
0.00%

SBUX

Consumer Services industry group

142.77%

SBUX
142.77%
Max
86.96%
Q3
36.40%
Median
0.00%
Q1
0.00%
Min
0.00%
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Booking (BKNG) vs. Starbucks (SBUX): A comparison of their payout ratio against the Consumer Services industry group benchmark.

Dividend Metrics

Dividend metrics for Booking (BKNG) and Starbucks (SBUX)
MetricBKNGSBUX
Dividend Yield (TTM)0.75%2.30%
Dividend Payout Ratio (TTM)17.86%142.77%

Valuation

P/E Ratio (TTM)

Booking (BKNG) at 23.54 is near its industry’s usual P/E ratio, while Starbucks (SBUX) at 62.25 sits in the richer quartile — SBUX needs stronger growth or earnings quality to justify the premium.

BKNG

Consumer Services industry group

23.54

Max
62.25
Q3
36.66
BKNG
23.54
Median
21.99
Q1
16.94
Min
3.73

SBUX

Consumer Services industry group

62.25

SBUX
62.25
Max
62.25
Q3
36.66
Median
21.99
Q1
16.94
Min
3.73
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Booking (BKNG) vs. Starbucks (SBUX): A comparison of their P/E ratio against the Consumer Services industry group benchmark.

P/S Ratio (TTM)

Starbucks (SBUX) at 3.20 is priced about in line with its industry on P/S ratio, while Booking (BKNG) at 5.82 sits in the pricier quartile — BKNG costs more per dollar of sales.

BKNG

Consumer Services industry group

5.82

Max
6.57
BKNG
5.82
Q3
3.20
Median
1.73
Q1
0.83
Min
0.06

SBUX

Consumer Services industry group

3.20

Max
6.57
SBUX
3.20
Q3
3.20
Median
1.73
Q1
0.83
Min
0.06
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Booking (BKNG) vs. Starbucks (SBUX): A comparison of their P/S ratio against the Consumer Services industry group benchmark.

P/B Ratio (MRQ)

Both Booking (BKNG) at -14.91 and Starbucks (SBUX) at -15.99 report negative P/B ratio values, meaning both companies have negative book equity — neither multiple is meaningful for valuation.

BKNG

Consumer Services industry group

-14.91

Max
11.64
Q3
5.55
Median
2.56
Q1
1.06
Min
-5.60
BKNG
-14.91

SBUX

Consumer Services industry group

-15.99

Max
11.64
Q3
5.55
Median
2.56
Q1
1.06
Min
-5.60
SBUX
-15.99
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Booking (BKNG) vs. Starbucks (SBUX): A comparison of their P/B ratio against the Consumer Services industry group benchmark.

Valuation Metrics

Valuation metrics for Booking (BKNG) and Starbucks (SBUX)
MetricBKNGSBUX
P/E Ratio (TTM)23.5462.25
P/S Ratio (TTM)5.823.20
P/B Ratio (MRQ)-14.91-15.99
Free Cash Flow Yield (TTM)4.85%2.50%