Booking Holdings Inc. (BKNG) Stock

Booking Holdings Inc. (BKNG) is a Industrials stock trading at $181.62 (as of 2026-07-17), with a market capitalization of $140.73B and a trailing P/E of 22.9. Figures are sourced from first-party U.S. SEC EDGAR filings and market data.

Booking Holdings Inc. operates online travel and restaurant reservation services through brands including Booking.com, Priceline, Agoda, KAYAK, and OpenTable, along with related travel offerings such as accommodation, rental car, and flight reservations and other travel services. Its services are used by consumers and, through distribution and restaurant management services, by travel service providers and restaurants worldwide.

Understand Booking Holdings Inc.: how it makes money

Booking Holdings runs online reservation services for stays and travel, including Booking.com and Agoda, and it makes money by earning Merchant Revenues and Agency Revenue on bookings (plus Advertising and Other Revenues).

Profitability is tied to how many room nights are booked and the mix of Merchant versus Agency revenue, because the company reports both Merchant Revenues and Agency Revenue that scale with booking volume.

Revenue by segment (latest quarter)
Merchant$3.7B
Agency$1.5B
AdsOther$0.3B

Business quality (Weak): Good visibility into the revenue engine via Merchant and Agency revenues, plus room nights and alternative accommodation metrics. Bear case risk is that reported Room Nights Decline signals demand pressure, which can directly reduce the booking volume that drives both revenue lines.

Valuation: At 1× earnings, BKNG trades 94% below the Transportation average (18×). Note: one-time items can distort reported P/E.

Bull case

  • Large and diversified accommodation offering: Alternative accommodation is a meaningful part of accommodation demand, with Alternative Accommodation Room Nights Mix (Booking.com) at 38.0 percent.
  • Engagement through the Genius program: The company reports 850,000 Genius Partners (end of period) and Genius Levels Two and Three share of active base at 30.0 percent.

Bear case

  • Booking volume headwind: Room Nights Decline is reported at 26.0 percent, which can pressure revenue earned from bookings.
  • Revenue model mix can affect results: With both Merchant Revenues and Agency Revenue, changes in booking mix across these models can influence profitability, not just total demand.
Valuation — source: SEC EDGAR (first-party)
Price$181.62
Market Cap$140.73B
P/E Ratio22.9
EV / EBITDA14.8
Price / Sales5.08
FCF Yield6.4%
DCF Value (model)$10876.89
DCF Upside vs Price5888.8%
Profitability & Growth — source: SEC EDGAR
Revenue (TTM)$26.92B
Net Margin20.1%
Revenue Growth (YoY)16.2%
EPS Growth (YoY)-86.5%
FCF Growth (YoY)-1.7%
Financial Health — source: SEC EDGAR
Altman Z-Score4.19 (safe)
Valuation vs Sector & Industry
Stock P/E22.9
Sector P/E (Industrials)28.7
Industry P/E (Transportation)17.6
vs Sector-20.3%
vs Industry30.2%
Smart-Money Activity — SEC Form 4 / 13F / Congressional disclosures
Insider Sells (12mo)31
Top Institutional HolderVANGUARD GROUP INC ($16.06B)
Institutional Holders Tracked10
Congressional Trades (recent)10
Company
SectorIndustrials
IndustryTransportation
CEOGlenn D. Fogel
Employees24,500
CountryUS
IPO Date1999-03-31

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BKNG earnings history · BKNG institutional & insider holders · BKNG KPIs & operating metrics · Congress trades · Insider trades · Short interest · Stock screener

Data as of 2026-07-17.

Figures sourced from U.S. Securities and Exchange Commission (SEC EDGAR) filings and market data. Not personalized investment advice.