Booking Holdings Inc.

BKNG · Nasdaq · Consumer Discretionary · Travel Services

Next earnings: October 27, 2026

$163.95+4.2%Sep 25 close

1M: -20.1%
6M: +1.4%
1Y: -24.2%
5Y: +69.5%

Booking Holdings runs online services for booking accommodation, flights, rental cars, activities and restaurant reservations.

Built from Booking Holdings Inc.’s own filings with the SEC. Figures are as reported, with per-share history restated onto today’s share basis. This describes a business — it is not investment advice and not a recommendation to buy or sell anything.

Full financial statements →

About Booking Holdings Inc.

Its five main brands are Booking.com, Priceline, Agoda, KAYAK and OpenTable. Travelers use them to find and book trips; hotels, other travel providers and restaurants use them to reach customers or manage reservations. The company tracks room nights, rental-car days and flight tickets booked; year over year, these changed by 5.3% (three months ended June 30, 2026, high), -6.5% (three months ended June 30, 2026, high) and 3.7% (three months ended June 30, 2026, high), respectively.

Head office: Norwalk, Connecticut
Founded: 1997 (as Priceline.com)
Employees: 25,550 (June 30, 2026, high)
Listed on: NASDAQ Global Select Market
Financial year ends: December 31

How it makes money

Merchant travel bookings66%
Agency travel bookings30%
Advertising, restaurant services and other revenue4%

Shares of revenue are estimates for year ended December 31, 2025, not figures from a filing.

Competes with

What it sells5

Booking.com
A travel booking service for accommodation, flights, rental cars, activities and ground transportation. It lists hotels as well as homes, apartments and other places to stay.
Priceline
A travel booking service, focused mainly on North America, for accommodation, flights, rental cars, vacation packages, cruises and activities.
Agoda
A travel booking service used mainly by customers in Asia-Pacific, for accommodation, flights, ground transportation and attractions.

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KAYAK
A travel search service that compares itineraries and prices from many travel websites.
OpenTable
A restaurant reservation service for diners and a reservation-management service for restaurants.

Who buys it5

Travelers book accommodation, flights, rental cars, activities and ground transportation through the company’s websites and apps.
Hotels, property owners and other accommodation providers list rooms or properties and pay commissions or transaction-related charges when bookings are made.
Airlines, car-rental companies and activity or transportation providers use the booking services to reach travelers and sell available inventory.

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Restaurants use OpenTable to receive reservations and may pay subscription fees for reservation-management services.
Banks, airlines, corporate travel companies and other businesses can obtain travel inventory through the company’s business-to-business services.

What it stands on, and what could break it

What the business leans on

1The booking services depend on hotels, property owners, airlines, car-rental companies, restaurants and other providers supplying inventory and honoring reservations.
2The company buys substantial performance-marketing traffic through online search engines, primarily Google, and reports pressure on unpaid search traffic.
3Merchant bookings rely on payment processing and other outside services; handling more payments also brings processing costs, chargebacks and fraud exposure.

How it compares with its industry

Three ratings, each a percentile against the 18 companies we cover in Travel Services. Deliberately kept apart rather than blended into one score — cheap, rising and well-run are three different facts, and a single number would hide which one is which.

Momentum

56of 100 in its industry

Middle of its industry

12 months to a month ago-5.5%

6 months to a month ago29.0%

The most recent month is left out on purpose: returns tend to persist over 7–12 months and the newest one tends to reverse. This describes what the price has done, and says nothing about what it will do.

Value

54of 100 in its industry

Middle of its industry

Profit for the price4.39%

Cash for the price7.74%

Sales for the price22.93%

Assets for the price—

Operating profit for the whole business7.47%

Yields, so higher means cheaper — a loss-making company ranks last instead of dropping out. Cheap is not the same as good: a high yield is often a price that fell for a reason. Blended from 4 of 5 measures.

Capital allocation

4/5Mostly disciplined

1 check not reported

Return on capital50.5%

Shareholder yield6.24%

Share count, 3 years1,776.0%

Net debt / EBITDA0.34x

Insiders, 12 months-$14.2M

What management does with the money — scored on whatever the filings answer, never as a share of the total.

The six capital-allocation checks

Return on the money invested50.5% on invested capital
Debt against earnings0.34x net debt to operating earnings
Cash returned to shareholders6.2% a year in buybacks and dividends
Share count over three yearsShare count 1,776.0% higher over three years
Payouts covered by cash flowFree cash flow covers what it pays out
Open-market insider buyingNet selling of $14.2M — not counted against the score

A description of where this company sits among its competitors, not a recommendation. Ratings updated Sep 26, 2026.

4The business operates under changing travel, privacy, consumer-protection, competition and payment rules across many countries.

What could go wrong

1Travel disruptions can reduce bookings or change where and how people travel. The company reported that the conflict in the Middle East affected long-haul demand, flight capacity, prices and cancellations during the second quarter of 2026.
2Competition from travel-booking services, travel providers, search companies and artificial-intelligence travel tools may draw away customers or require discounts and higher marketing spending.
3Changing laws and regulatory scrutiny can require changes to the company’s services and increase compliance costs; Booking Holdings is subject to additional European requirements under the Digital Markets Act and Digital Services Act.