Booking Holdings Inc (BKNG) fair value: what the stock is really worth
As of Nov 5, 2026: fair value (intrinsic value) of Booking Holdings Inc stock $177, price $169, upside +5.2%, quality 89 out of 100. Rating: fairly valued. Calculated from audited financials with 23 of our 26 valuation models and 37 quality factors, updated daily.
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Booking Holdings Inc
BKNG · USThe stock costs about what our calculation considers fair.
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Price vs Fair Value
White line = price, green steps = our fair value per fiscal year. As of Nov 6, 2026.
How to read this chart
60‑month range $63.87 – $230.13 · fair‑value band $124.21 – $230.68 · the $168.72 price screens below the $177.45 fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). 1 fiscal year is left out: there the valuation rested on only a fraction of the usual models. As of Nov 6, 2026.
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Company profile
Booking Holdings Inc., together with its subsidiaries, provides online and traditional travel and restaurant reservations and related services in the United States, the Netherlands, the United Kingdom, and internationally.
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The company operates Booking.com, which offers online accommodation reservations; and Priceline, which provides discount travel reservations services, as well as online accommodation, flight, rental car reservation services, vacation packages, cruises, activity, and affiliate programs.
It also operates Agoda that offers online accommodation reservation, flight, ground transportation, and attractions.
In addition, the company operates KAYAK, an online meta-search service that allows consumers to search and compare travel itineraries and prices; and OpenTable for booking online restaurant reservations, as well as reservation management services to restaurants.
Further, it offers travel-related insurance products, payment facilitation, and restaurant management services to consumers, travel service providers, and restaurants; and advertising services.
The company was formerly known as The Priceline Group Inc. and changed its name to Booking Holdings Inc. in February 2018. Booking Holdings Inc. was founded in 1997 and is headquartered in Norwalk, Connecticut.
Stock analysis
Booking Holdings Inc (BKNG) currently trades at $168.72, while our model-based Fair Value estimate is $177.45, so the stock looks roughly fairly valued today (gap 4.9%).
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Valuation
Bull case: the DCF Models group reads highest at a median of $256.40 per share, and 11 of the 23 models we run sit above the $168.72 price.
Bear case: the Dividend Discount group reads lowest at $25.13, and 12 of the 23 models stay below the price. Data coverage for this calculation is medium.
Scenario range: $124.21 (bear) to $230.68 (bull), the price of $168.72 sits inside it. Bear and bull are the same models on cautious and optimistic assumptions, a range, not a price target.
Quality & growth
The Quality Score stands at 89/100 (high quality), in the Consumer Cyclical sector.
Healthy Growth: Revenue growth appears healthy and is supported by profitability and cash-flow quality.
Booking Holdings Inc reported revenue of $26.9B in FY2025 versus $11.0B in FY2021, a compound +25.2%/yr. Reported net income was $5.4B in FY2025, compounding +46.8%/yr from FY2021. FY2021 was a trough year, so the rate overstates the trend.
Key figures
Market cap $130B Large · P/E ratio 18.3 · P/S ratio 4.60 · EPS (TTM) $9.22 · Dividend yield 1.0% · Net margin 25.5% · Return on equity 226% · Return on assets (EBIT) 22.7%.
Competitive moat
Our AI-assisted moat analysis scores the competitive advantage at 93 out of 100 (medium confidence).
What moves the price
The share trades about 23% below its 52-week high and 14% above its 52-week low, currently below its 200-day average.
For context, the median of 10 Consumer Cyclical peers we cover trades at 12% fair-value upside, at 5%, BKNG screens richer than that median.
Fair Value models
All 23 models by family
Quality Score breakdown
It rates the business: profits, how they develop, real cash, balance sheet, investing and share count.
Insider trades
In the last 6 months, 5 officers or directors sold shares worth $27.7M and none bought.
- SalePaulo PisanoCHIEF HUMAN RESOURCES OFFICER4× since Nov 7, 2025: 6,200 shares, avg. $341.06$2.1MOct 15, 2026
- SaleRobert J Mylod JrDirector7× since Nov 7, 2025: 7,160 shares, avg. $310.41$2.2MSep 1, 202610b5-1 plan
- SalePeter J MillonesEXECUTIVE VP, GENERAL COUNSEL2× since May 26, 2026: 112,550 shares, avg. $183.20$20.6MAug 17, 202610b5-1 plan
- SaleVanessa Ames WittmanDirector6× since Nov 17, 2025: 2,670 shares, avg. $278.98$744,872Aug 17, 202610b5-1 plan
- SaleEwout L SteenbergenCHIEF FINANCIAL OFFICER20,000 shares at $211.03$4.2MAug 12, 202610b5-1 plan
- SaleGlenn D FogelCEO AND PRESIDENT, Director11× since Nov 17, 2025: 21,446 shares, avg. $1,207$25.9MApr 15, 202610b5-1 plan
Plus 13 other filings such as grants, option exercises or tax withholding. They are not market purchases or sales.
Sales are often planned (taxes, diversification, 10b5-1 plans). Purchases with their own money are seen as the stronger sign. For information only: not part of the quality score or Fair Value.
Source: SEC Form 4, as of Nov 5, 2026. All filings at the SEC ↗
Revenue & earnings trend
Growth Forecast
Watch BKNG, get fair value alerts →
Recent news
- Booking Holdings earnings analysis: questions answered and next catalysts
- Booking Sees 'Some Moderation' in Demand Exiting Q3, Oppenheimer Says
- Booking Holdings Q3 Earnings Beat on Travel Growth, Revenues Miss
- Booking Holdings Inc (BKNG) (Q3 2026) Earnings Call Highlights: Strong Beat, AI Momentum, and a ...
Compare Booking Holdings Inc with another stock
Price, fair value, quality and upside side by side.
Peer GroupⓘHow this stock ranks against its industry: the green marker is this stock, the band is the typical 25–75% peer range, and the tick is the median.Travel Services · 87 stocks
Valuation Multiplesvs Travel Services median · lower = cheaper
Strength profile in five axes (Snowflake)
PAST 0: with negative equity (buybacks among others) return on equity is not meaningfully computable.
Context: sector, industry, market
- Is the Consumer Discretionary sector expensive or cheap?
- P/E, EV/EBITDA and margins by industry (reference tables)
- EV/EBITDA by industry
- Dividend yield by industry
- Piotroski F-Score screener with fair value
- Undervalued stocks: US Stocks
- Valuation of the USA market
Values & ESG
Does this company touch areas you may want to avoid? The classification is inferred from sector and industry.
Similar stocks
10 more Travel Services stocks, each showing price versus our Fair Value estimate.
| Stock | Price | Fair Value | vs Fair Value | Compare |
|---|---|---|---|---|
| TUI AG TUI1 | €7.50 | €22.51 | +200% | vs BKNG |
| Trip.com Group 9961 | HK$352.40 | HK$682.74 | +94% | vs BKNG |
| Carnival Corporation CCL | $29.59 | $37.36 | +26% | vs BKNG |
| Norwegian Cruise Line Holdings NCLH | $17.76 | $20.27 | +14% | vs BKNG |
| Viking Holdings VIK | $86.16 | $96.22 | +12% | vs BKNG |
| Airbnb, Inc ABNB | $170.13 | $187.14 | +10% | vs BKNG |
| Expedia Group EXPE | $272.48 | $299.73 | +10% | vs BKNG |
| MakeMyTrip Limited MMYT | $51.28 | $34.50 | −33% | vs BKNG |
| Royal Caribbean Cruises Ltd RCL | $322.73 | $206.34 | −36% | vs BKNG |
| Travel + Leisure Co TNL | $75.05 | $36.58 | −51% | vs BKNG |
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Key figures of Booking Holdings Inc
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