Booking Holdings (BKNG) AI Stock Analysis

• Market Cap: $186.48B
• Dividend Yield: 0.67%
• Average Volume (3M): 202.64K
• Price to Earnings (P/E): 35.7
• Beta (1Y): 1.15
• Revenue Growth: 9.47%
• EPS Growth: 20.70%
• Country: US
• Employees: 24,500
• Sector: Consumer Cyclical
• Sector Strength: 57
• Industry: Travel Services
• EPS (TTM): 24.81
• Shares Outstanding: 32,540,337
• 10 Day Avg. Volume: 243,495
• 30 Day Avg. Volume: 202,639
• PEG Ratio: -4.47
• Price to Book (P/B): -28.50
• Price to Sales (P/S): 0.00
• P/FCF Ratio: 20.35
• Enterprise Value/Market Cap: 0.93
• Enterprise Value/Revenue: 1.86
• Enterprise Value/Gross Profit: 7.36
• Enterprise Value/Ebitda: 5.24
• 1Y Price Target: $5,489.22
• Price Target Upside: -3.73% Downside
• Rating Consensus: Moderate Buy
• Number of Analyst Covering: 28

• Rating: 76 Outperform
• Price Target: $6,345.00 ▲(11.28%Upside)

Booking Holdings receives a strong score driven by robust financial and operational performance, particularly highlighted in its earnings call with record-breaking metrics. Technical analysis supports a positive outlook, though valuation signals caution with high P/E ratios. The company's financial health is solid, but attention to debt levels and equity position is crucial.

Positive Factors

AI and Technology

Generative AI investments are modernizing technology and improving efficiencies, potentially enhancing Booking's competitive edge.

Market Leadership

Booking Holdings is recognized as the market leader in the fast-growing online travel industry.

Reservation Volume Growth

Strong tracking of reservation volume growth is expected to exceed guidance, supporting a Buy rating for BKNG.

Negative Factors

Competitive Pressure

Intensifying competition as players like Google expand into the travel booking space adds competitive pressure to the industry.

Macroeconomic Uncertainty

Macroeconomic slowdown and uncertainty may impact discretionary spending on travel, negatively affecting travel service providers.

Booking Holdings Business Overview & Revenue Model

Company Description

Booking Holdings Inc. provides travel and restaurant online reservation and related services worldwide. The company operates Booking.com, which offers online accommodation reservations; Rentalcars.com that provides online rental car reservation services; Priceline, which offer online travel reservation services, and consumers hotel, flight, and rental car reservation services, as well as vacation packages, cruises, and hotel distribution services. It also operates Agoda that provides online accommodation reservation services, as well as flight, ground transportation and activities reservation services. In addition, the company operates KAYAK, an online price comparison service that allows consumers to search and compare travel itineraries and prices, comprising airline ticket, accommodation reservation, and rental car reservation information; and OpenTable for booking online restaurant reservations. Further, it offers travel-related insurance products, and restaurant management services to consumers, travel service providers, and restaurants. The company was formerly known as The Priceline Group Inc. and changed its name to Booking Holdings Inc. in February 2018. The company was founded in 1997 and is headquartered in Norwalk, Connecticut.

How the Company Makes Money

Booking Holdings generates revenue primarily through its online travel agency (OTA) model, where it earns commissions and transaction fees from travel service providers such as hotels, airlines, and car rental companies. A significant portion of its revenue comes from the accommodation reservation segment, where Booking.com serves as a major driver. The company also earns money through advertising revenue on its platforms, especially from its metasearch brand, Kayak. Additionally, Booking Holdings leverages its OpenTable brand to earn revenue from restaurant reservation and management services. Strategic partnerships with travel service providers and continuous investment in technology and customer service enhance its ability to attract and retain customers, thereby contributing to its earnings.

Booking Holdings Financial Statement Overview

Summary

Booking Holdings shows strong revenue growth and operational efficiency with high margins and cash flows, but the high debt levels and negative equity position pose a risk to financial stability.

Income Statement

Booking Holdings demonstrates strong financial performance with robust revenue growth and profitability metrics. The company has shown a consistent increase in total revenue, with a notable growth rate from 2022 to 2025. The TTM gross profit margin remains high, indicating efficient cost management. However, the decline in net income from 2024 to TTM suggests a need to monitor profitability amidst growing revenues.

Balance Sheet

The balance sheet reflects a high level of debt, with a negative stockholders' equity indicating potential financial risk. The debt-to-equity ratio is concerning, but the company maintains a significant cash reserve, which could help mitigate leverage risks. The equity ratio is negative, highlighting the need for improved equity position to enhance financial stability.

Cash Flow

A strong operating cash flow indicates the company’s ability to generate cash from operations, supporting its liquidity position. The free cash flow shows healthy growth, ensuring the company can fund its operations and investments. However, high financing cash outflows require attention to ensure sustainable cash flow management.

Breakdown	TTM	Dec 2024	Dec 2023	Dec 2022	Dec 2021	Dec 2020
Income Statement
Total Revenue	24.09B	23.74B	21.36B	17.09B	10.96B	6.80B
Gross Profit	23.57B	22.99B	21.36B	16.48B	10.36B	6.15B
EBITDA	8.88B	9.34B	7.04B	4.92B	2.40B	1.56B
Net Income	5.44B	5.88B	4.29B	3.06B	1.17B	59.00M
Balance Sheet
Total Assets	27.19B	27.71B	24.34B	25.36B	23.64B	21.87B
Cash, Cash Equivalents and Short-Term Investments	15.58B	16.16B	12.68B	12.40B	11.15B	11.06B
Total Debt	16.50B	17.08B	15.00B	13.04B	11.28B	12.38B
Total Liabilities	33.30B	31.73B	27.09B	22.58B	17.46B	16.98B
Stockholders Equity	-6.11B	-4.02B	-2.74B	2.78B	6.18B	4.89B
Cash Flow
Free Cash Flow	8.48B	7.89B	7.00B	6.19B	2.52B	-201.00M
Operating Cash Flow	8.90B	8.32B	7.34B	6.55B	2.82B	85.00M
Investing Cash Flow	-58.00M	129.00M	1.49B	-518.00M	-998.00M	2.64B
Financing Cash Flow	-8.96B	-4.20B	-8.91B	-4.90B	-1.24B	1.53B

Booking Holdings Technical Analysis

• Technical Analysis Sentiment: Positive
• Last Price: 5701.76
• 50DMA: Positive
• 100DMA: Positive
• 200DMA: Positive
• MACD: Negative
• RSI: Neutral
• STOCH: Negative

Evaluating momentum and price trends is crucial in stock analysis to make informed investment decisions. For BKNG, the sentiment is Positive. The current price of 5701.76 is above the 20-day moving average (MA) of 5502.46, above the 50-day MA of 5312.27, and above the 200-day MA of 4847.07, indicating a bullish trend. The MACD of 105.97 indicates Negative momentum. The RSI at 65.00 is Neutral, neither overbought nor oversold. The STOCH value of 89.63 is Negative, not indicating any strong overbought or oversold conditions. Overall, these indicators collectively point to a Positive sentiment for BKNG.

Booking Holdings Peers Comparison

Name	Overall Rating	Market Cap	P/E Ratio	ROE	Dividend Yield	Revenue Growth	EPS Growth
BKNG	76 Outperform	$186.48B	35.66	-146.32%	0.67%	9.47%	20.70%
EXPE	75 Outperform	$22.12B	20.50	119.16%	0.92%	5.57%	61.19%
ABNB	75 Outperform	$84.82B	34.07	32.06%	―	9.68%	-47.83%
TCOM	71 Outperform	$38.56B	17.15	12.49%	0.48%	16.23%	56.05%
MMYT	68 Neutral	$12.29B	112.24	8.45%	―	25.02%	-56.66%
TRIP	67 Neutral	$1.82B	41.11	5.91%	―	1.43%	121.44%
Sector *	66 Neutral	£1.86B	11.40	6.20%	3.05%	0.61%	-17.57%

Booking Holdings Corporate Events

Booking Holdings Confirms Board Members at Annual Meeting

On June 3, 2025, Booking Holdings held its virtual Annual Meeting of Stockholders, where several key proposals were voted on. The election of board members was confirmed, with individuals such as Glenn D. Fogel and Mirian M. Graddick-Weir being elected. Additionally, the advisory vote on 2024 executive compensation and the ratification of Deloitte & Touche LLP as the company’s accounting firm for fiscal year 2025 were approved. However, a stockholder proposal to modify the company’s special meeting threshold was not approved.

The most recent analyst rating on (BKNG) stock is a Hold with a $3750.00 price target. To see the full list of analyst forecasts on Booking Holdings stock, see the BKNG Stock Forecast page.

Booking Holdings Issues €1.75 Billion in Senior Notes

On May 6, 2025, Booking Holdings Inc. executed an underwriting agreement with several major financial institutions to issue and sell €1,750,000,000 in Senior Notes as part of a registered public offering. This transaction, conducted under the company’s Registration Statement, included the issuance of three types of Senior Notes with varying maturity dates and interest rates. The issuance of these Senior Notes is a strategic financial move, potentially impacting the company’s capital structure and market positioning by providing additional liquidity and financial flexibility. The notes are unsecured obligations, and the company has appointed U.S. Bank Europe DAC, UK Branch, as the paying agent and U.S. Bank Trust Company, National Association as the transfer agent.

Wei Hopeman Announces Retirement from Booking Holdings

Wei Hopeman has announced her retirement from Booking Holdings Inc.’s Board of Directors, effective at the company’s Annual Meeting in June 2025. The company and its Board have expressed their gratitude for her dedicated service.