Booking Holdings (BKNG34) fair value: what the stock is really worth
As of Oct 2, 2026: fair value of Booking Holdings BRL 5.43, price BRL 4.79, upside +13.4%, quality 89 out of 100. Calculated from audited financials with 26 valuation models and 37 quality factors, updated daily.
69 individual criteria per stock, every one traceableSee the method →
Price vs Fair Value
White line = price, green steps = our fair value per fiscal year, dashed = 300-day average. As of Sep 29, 2026.
How to read this chart
60‑month range R$1.93 – R$955,737 · fair‑value band R$3.80 – R$7.07 · the R$4.79 price screens below the R$5.43 fair value. Dashed = 300-day average. As of Sep 29, 2026.
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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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. 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 (BKNG34) currently trades at R$4.79, while our model-based Fair Value estimate is R$5.43, implying the stock looks roughly 11.8% undervalued today.
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Valuation
Bull case: the DCF Models group reads highest at a median of R$7.08 per share, and 11 of the 23 models we run sit above the R$4.79 price.
Bear case: the Dividend Discount group reads lowest at R$0.7700, and 12 of the 23 models stay below the price. Evidence for this calculation is high.
Scenario range: R$3.80 (bear) to R$7.07 (bull), the price of R$4.79 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 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 R$721B (≈ $138B) · P/E ratio 21.8 · P/S ratio 4.37 · EPS (TTM) R$0.2200 · Net margin 20.1% · Return on equity 226% · Return on assets (EBIT) 22.4% · Operating margin 25.0%.
Competitive moat
Our AI-assisted moat analysis scores the competitive advantage at 58 out of 100 (low confidence).
What moves the price
The share trades about 31% below its 52-week high and 9% above its 52-week low, currently below its 200-day average.
For context, the median of 10 Consumer Cyclical peers we cover trades at 10% fair-value upside, at 13%, BKNG34 screens cheaper than that median.
Fair Value models
Bear R$3.80Fair Value R$5.43Bull R$7.07
Model ⓘEach model values the company its own way (discounted cash flow, earnings, assets, dividends). The fair value above is their evidence-weighted blend, not the output of a single model.Bear ⓘBear = the cautious scenario: the same model computed with conservative anchors (lower growth, margins and valuation multiples). Together with Bull it frames a plausible valuation range, not a price target.BaseBull ⓘBull = the optimistic scenario: the same model computed with favourable anchors (higher growth, margins and valuation multiples). Together with Bear it frames a plausible valuation range, not a price target. If a model's bull case is above four times its base value, the table shows that limit with a > sign (like the overall Bull above): beyond it no assumption holds.Evidence ⓘEvidence = how well-backed THIS model's estimate is for this stock (0–100): how complete and reliable its input data are, and how well the model fits the company. The final Fair Value is an evidence-weighted blend, so better-evidenced models count more. Green ≥70, amber 50–69, grey below 50.
Growth Quality ⓘGrowth is valuable only when reinvestment earns attractive returns (Aswath Damodaran): sustainable growth depends on return on capital, reinvestment and efficiency. Basis: total company revenue over the periods shown on the cards (3Y/5Y/all years), not per share, so a merger can show up as a growth jump; per-share earnings growth is in the value-creation card.100/100
Revenue growth appears healthy and is supported by profitability and cash-flow quality.
Revenue growth 1 year
+13.4%
Revenue growth 3 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+16.3%
Revenue growth 5 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+31.7%
Start year 2020 (pandemic). Over 10 years: +11.3% a year
Revenue growth 10 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+11.3%
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What shareholders gained per year (last 5 years) ⓘWhat the business itself delivers per year: earnings growth per share plus the dividend yield. This is what you get IF the market keeps valuing the stock the same way: it contains no assumption about the market changing its mind. Computed per share, so buybacks count and a merger does not pass as growth. For a company that pays no dividend it is pure earnings growth per share. Period: earnings growth per share as CAGR over the last 5 reported fiscal years (annual statements), plus the current dividend yield. The start value is the median of the three years around the start, so a single crisis year (a pandemic or a write-down) does not distort the rate.
+43.0%
Earnings growth per share plus dividend.
Earnings per share, growth per year+43.0%
Dividend (yield on the price)0.0%
Profit margin 2020 to 2025 ⓘOperating margin then vs now, from reported annual statements. A falling margin after a boom year is the classic peak-earnings signal: the growth rate then leans on an inflated base.9% → 33%
For bloggers, editors and developers: paste this into your site or blog (a “Custom HTML” block in WordPress), it shows the current fair value and links back here. Free, plain HTML, and welcome. Full data streams (CSV/JSON) at /developers.
Cite: Fair Value Calculator (2026). "Booking Holdings Fair Value". https://www.fairvalue-calculator.com/stock/BKNG34
Frequently asked questions
Is Booking Holdings (BKNG34) overvalued or undervalued?
As of Sep 29, 2026, our model estimates a fair value of R$5.43 versus a price of R$4.79, about +13% upside (undervalued).
What is the fair value of BKNG34?
Our model-based fair value for Booking Holdings is R$5.43 (as of Sep 29, 2026), built from audited fundamentals. The current price: R$4.79.
What is the quality score of BKNG34?
Booking Holdings has a Quality Score of 89/100. It measures business quality (profitability, growth, cash flow, balance-sheet strength, investment discipline, share issuance). Market factors such as price momentum and volatility do not enter the number; they are shown separately in the detail view.
What is the price target for Booking Holdings (BKNG34)?
Our model-based price target is the fair value of R$5.43 (as of Sep 29, 2026) from 23 valuation models. Cautious scenario R$3.80, optimistic scenario R$7.07. It is a calculation from audited fundamentals, not an analyst target.
What is the Booking Holdings stock forecast for 2026?
Our models put fair value at R$5.43, about +13% upside versus a price of R$4.79 (undervalued). Cautious scenario R$3.80, optimistic scenario R$7.07. The calculation is refreshed regularly with new filings.
What is the revenue of Booking Holdings (BKNG34)?
Booking Holdings reported trailing-twelve-month revenue of about $27.7B (latest available figure, as of Sep 29, 2026).
What is the intrinsic value of Booking Holdings (BKNG34)?
Intrinsic value and fair value mean the same thing: what the business is worth on its numbers, independent of the share price. For Booking Holdings it is R$5.43 per share (as of Sep 29, 2026), against a price of R$4.79. It is the blended result of 23 valuation models (cash flow, earnings, asset, dividend).
Is Booking Holdings stock overvalued or undervalued in 2026?
As of Sep 29, 2026, BKNG34 trades below its calculated fair value: price R$4.79, fair value R$5.43, a gap of about +13% (undervalued). The calculation is refreshed with each new quarterly report, so the verdict can change during the year.
Is fair value the same as the market price of BKNG34?
No. The price is what the market pays today (R$4.79); the fair value is what the company's own numbers justify (R$5.43). For Booking Holdings the two are R$0.6440 per share apart. That gap is exactly why we show both numbers side by side.
How much is Booking Holdings worth?
The market values Booking Holdings at about R$721B (market capitalisation, as of Sep 29, 2026). Per share that is R$4.79; our models calculate a fair value of R$5.43 per share.
What do the bullish and bearish scenarios say about BKNG34?
Our models span a range for Booking Holdings: cautious scenario R$3.80, base R$5.43, optimistic R$7.07 per share (as of Sep 29, 2026, price R$4.79). The range comes from different growth and margin assumptions, not from analyst opinions.
How far is BKNG34 from its 52-week high?
Booking Holdings trades at R$4.79, about 31% below its 52-week high of R$6.96 and 9% above the low of R$4.38 (as of Oct 2, 2026). Distance from the high says nothing about value: that is what the fair value of R$5.43 is for.
Which stocks are comparable to Booking Holdings?
From the same area (Consumer Cyclical) we also value Airbnb, Inc, Royal Caribbean Cruises Ltd, Viking Holdings, Expedia Group, among others. Each of them has its own fair-value calculation on this site using the same models, so the comparison is like for like.
Is Booking Holdings stock attractive at the current price?
The data as of Sep 29, 2026: price R$4.79, calculated fair value R$5.43 (+13%), Quality Score 89/100, from 23 models. Whether that fits your horizon and risk tolerance is your call. We provide the calculation, not investment advice.
How is the fair value of BKNG34 calculated?
We run Booking Holdings through 23 models from four families: discounted cash flow, earnings models, asset and balance-sheet models, and dividend models. Every model gets the same audited fundamentals; the result is the weighted average of R$5.43, with the spread shown as a cautious and an optimistic scenario.
Is it still worth investing in stocks now?
The global stock market currently sits 14.5 % above its aggregate fair value. Booking Holdings currently trades 12 % below its own fair value, and the market average says nothing about that. An expensive market is no reason to stay out and no reason to buy everything at once: keep a broad savings plan running, buy single stocks only with money you can do without, and hold part of your money liquid while the market is high. The full picture including sectors is on is it worth investing now.
What is the share price of Booking Holdings (BKNG34)?
The closing price on Oct 2, 2026 was R$4.79. Our model-based fair value is R$5.43, about +13% upside (undervalued). We carry closing prices from our data provider, not a live tick.
What should I pay attention to with Booking Holdings right now?
A fairly wide model range (R$3.80 to R$7.07) leaves room in how you read the outcome. The price sits in the lower half of our model range, the side with the larger margin of safety. The data supports the verdict: every model runs on fully documented inputs.
Key figures of Booking Holdings
How large is the market capitalisation of Booking Holdings (BKNG34)?
The market capitalisation of Booking Holdings is R$721B (≈ $138B). The stock-market value of the whole company: share price times number of shares. It is what the market asks for the entire business today.
What is the P/E ratio of Booking Holdings (BKNG34)?
The price-to-earnings ratio of Booking Holdings is 21.8. Price to earnings: how many years of current profit you pay for the stock. A P/E of 10 means ten years of profit.
What is the P/S ratio of Booking Holdings (BKNG34)?
The price-to-sales ratio of Booking Holdings is 4.37 (P/E × margin). Price to sales: market value relative to yearly revenue. Useful when profit is thin or distorted.
What are the earnings per share of Booking Holdings (BKNG34)?
Earnings per share at Booking Holdings are R$0.2200 (price ÷ EPS = P/E 21.8). Earnings per share over the last twelve months: total profit spread across every single share.
What is the net margin of Booking Holdings (BKNG34)?
The net margin of Booking Holdings is 20.1% (fiscal year 2025). How much of every unit of revenue ends up as profit. 10% means 10 cents of profit per dollar of sales.
What is the return on equity of Booking Holdings (BKNG34)?
The return on equity (ROE) of Booking Holdings is 226% (last twelve months). Profit relative to shareholders' equity, how efficiently the company works with its owners' money.
What is the EBIT return on assets of Booking Holdings (BKNG34)?
On an EBIT basis the return on assets of Booking Holdings is 22.4% (avg 5y). Operating profit (EBIT) relative to everything the company owns, as a multi-year average. It describes the business model rather than one good or bad year.
What is the operating margin of Booking Holdings (BKNG34)?
The operating margin of Booking Holdings is 25.0% (last twelve months). Profit from the core business (before interest and taxes) relative to revenue.
How fast is revenue growing at Booking Holdings (BKNG34)?
Revenue at Booking Holdings is growing +16.2% versus a year earlier (3y avg +16.3%). How much revenue grew versus a year earlier (YoY). The 3-year average next to it puts the single year in context.
How fast are earnings growing at Booking Holdings (BKNG34)?
Earnings per share at Booking Holdings are growing +240% versus a year earlier. How much earnings per share grew versus a year earlier.
How much free cash flow does Booking Holdings (BKNG34) generate?
The free cash flow of Booking Holdings is $9.1B (fiscal year 2025). The cash truly left after running and investing in the business, this is what pays dividends and buybacks.
How much net debt does Booking Holdings (BKNG34) carry?
The net debt of Booking Holdings is $1.5B (fiscal year 2025, ≈ 0.2 yrs of FCF). Debt minus cash on hand. The note shows how many years of free cash flow could in theory pay it off.
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