Booking Holdings vs Starbucks: Fair Value & Quality
Both stocks run through our valuation models. Here is how Booking Holdings (BKNG) and Starbucks (SBUX) compare, as of Aug 21, 2026.
As of Aug 21, 2026, Fair Value Calculator sees Booking Holdings as the less overvalued of the two: Booking Holdings trades at $210 versus a fair value of $153 (-27%), while Starbucks trades at $104 versus $56.43 (-46%).
Booking Holdings
BKNG · USD · Consumer Discretionary
-27%
upside to fair value
overvalued
Price$210
Fair Value$153
Quality88/100
Starbucks
SBUX · USD · Consumer Discretionary
-46%
upside to fair value
overvalued
Price$104
Fair Value$56.43
Quality57/100
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Head-to-head numbers
Green value = the better side for that row (for valuation multiples: lower = cheaper).
Booking HoldingsStarbucks
Valuation
24.1×P/E (TTM)80.5×
5.12×P/S (TTM)3.13×
13.6×EV/EBITDA24.4×
0.75×PEG1.29×
0.7%Dividend yield2.4%
$1.58Dividend per share$2.47
Profitability
22%Net margin4%
25%Operating margin8%
226%Return on equity—
22%Return on assets7%
Growth
16%Revenue growth (YoY)9%
16.3%Avg. growth/yr (3Y)4.9%
31.7%Avg. growth/yr (5Y)9.6%
Balance & size
$142BMarket cap$120B
healthyGrowth qualityhealthy
Booking Holdings leads: 9 to 2 metric wins.
Dash = not meaningfully computable, for example with negative equity.
Quality in detail
The quality score, broken down into the same factor families as on the stock page, 0 to 100 per family.
Booking Holdingsof which business quality 84 · market factors 56Starbucksof which business quality 56 · market factors 60
ProfitabilityMargins and returns on capital today
87
54
Quality GrowthAre margins and returns improving?
43
21
CashflowEarnings quality: real cash, not paper profit
InvestmentDisciplined investing over empire-building
92
77
Low VolatilityCalm price path (market factor)
54
68
MomentumPrice trend over the last 3–12 months (market factor)
59
49
52W MomentumDistance to the 52-week high (market factor)
51
68
Net IssuanceBuybacks instead of dilution
100
83
What the models say
The median fair value (base case) per model family, each in the currency of its trading venue. Green = above the current price, red = below.
Booking Holdings
DCF Models$253
Earnings-Based$132
Dividend Discount$28.34
Multiples$153
Growth DCF$231
Economic Profit$113
Growth Earnings$187
14 of 23 models see the stock below the current price.
Starbucks
DCF Models$37.81
Earnings-Based$19.71
Dividend Discount$42.79
Multiples$35.83
Growth DCF$38.33
Economic Profit$15.59
Growth Earnings$31.99
23 of 23 models see the stock below the current price.
Scenario ranges
From our cautious bear case to the optimistic bull case. The white tick is the current price: left of fair value means room to run.
Booking Holdings
Bear $114Fair Value $153Bull $192
$210 = current price (white tick)
Starbucks
Bear $34.48Fair Value $56.43Bull $70.55
$104 = current price (white tick)
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Ranked within their sector
Where each stock sits within its sector peer group. Band = middle 50% of peers, tick = median, dot = this stock.
Booking Holdings · Consumer Discretionary
Quality score88 · Top 25%
Fair value upside-27% · below median
Starbucks · Consumer Discretionary
Quality score57 · above median
Fair value upside-46% · below median
Bottom line
As of Aug 21, 2026, Fair Value Calculator sees Booking Holdings as the less overvalued of the two: Booking Holdings trades at $210 versus a fair value of $153 (-27%), while Starbucks trades at $104 versus $56.43 (-46%).
Booking Holdings has the higher quality score (88/100).
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A model-based valuation snapshot from 21 models. Values change with price and fundamentals; the date shown above applies.
