BKNG
Booking Holdings
Consumer Discretionary · Hotels, Resorts & Cruise Lines · US
$165.84
Data: 2025-12-31
✗ ETHICAL FAIL

UNKNOWN MOAT
HIGH
Data Confidence: 85.7%
Key Metrics

How this company measures up on the fundamentals that matter

Market Cap
$128.6B
Total market value of the company
Trailing P/E
21.90
Premium valuation
Forward P/E
13.50
Based on estimated future earnings — lower means cheaper
Rev Growth
+16.2%
Year-over-year revenue change
Profit Margin
0.0%
How much profit the company keeps from each dollar of revenue
ROE
N/A
Return on equity — how efficiently it uses shareholder money
Analyst Target
$224.41
+35% from current price — median analyst estimate
Recommendation
BUY
Consensus view from 35 analysts covering this stock
About Booking Holdings

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.

https://www.bookingholdings.com

Country: United States Employees: 24,900 Industry: Travel Services
Ethical Screening

Five compliance checks based on AAOIFI standards — all must pass for ethical clearance

Business Activity
PASS
Core business does not involve prohibited activities
Debt Ratio
65.9% FAIL
Debt must be below 33% of total assets
Cash Ratio
2.0% PASS
Interest-bearing cash below 33% of assets
Receivables
71.8% FAIL
Receivables below 49% of assets
Revenue Purity
3.4% PASS
Non-compliant revenue below 5% — any excess requires purification
Valuation
Fair Value Est.
$308.00
What our model estimates this business is worth per share
Margin of Safety
46.2%
Trading below fair value — margin of safety exists
Rating
AVOID
Overall assessment combining ethics, valuation, and quality
Percentile
50.6th
Ranks in the top 49% of our 13,571 screened universe
Ethical Score
10.0
Valuation Score
88.0
Quality Score
40.0
Combined
40.2

Trading at $166 against a fair value of $308, a 46% discount. Fails ethical screen (Debt ratio). Ranks better than 69% of screened stocks.

Quantitative Intelligence

Statistical analysis of price behaviour, risk, and market regime — independent of fundamental data

Regime
DISTRIBUTION
Smart money appears to be selling into strength — caution
Sharpe Ratio
0.302
Positive but modest risk-adjusted returns
Kelly Fraction
0.0276
Modest edge detected — smaller position warranted
Calmar Ratio
0.140
Drawdown risk outweighs the returns — higher risk profile
Annual Return
4.7%
Historical annualised return based on price data
Max Drawdown
-33.4%
Largest peak-to-trough decline — the worst it has been
HMM State
BEAR
Statistical model detects bearish conditions
Days in State
3
How long the current regime has persisted — longer means more stable
Market Data

Trading characteristics and market positioning

Beta
1.10
Moves slightly more than the broader market
52W High
$233.58
29% below the year high
52W Low
$150.62
10% above the year low
Avg Volume
9,741,900
Average daily shares traded — higher means easier to buy and sell
Short Ratio
3.6
Days it would take all short sellers to cover — higher means more crowded
Short % Float
3.5%
Low short interest — limited bearish positioning
Div Yield
97.0%
Annual dividend as a percentage of the share price
EPS (TTM)
$7.58
Earnings per share over the last 12 months
Financial Health

Balance sheet strength and cash generation — the foundation of long-term value

Debt/Equity
N/A
Current Ratio
1.06
Adequate but worth monitoring
Quick Ratio
0.99
Like current ratio but excludes inventory — stricter test
Gross Margin
87.0%
Revenue left after cost of goods — higher means pricing power
Operating Margin
25.0%
Profit from core operations before interest and tax
Free Cash Flow
$7.1B
Positive — the business generates more cash than it spends
Revenue (TTM)
$27.7B
Total revenue over the last 12 months
Net Income
$6.2B
Profitable — the bottom line is positive
Analyst Coverage
Analysts
35
Target High
$298.00
Target Median
$224.41
Target Low
$175.00
Recent Insider Activity

SEC Form 4 filings — what company insiders are buying and selling

25
SELL LEANING
Heavy insider selling. 4 sales vs 0 purchases in 90 days. This may reflect routine diversification or it may signal caution — check the filing details below.
Date Insider Title Type Shares Value
2026-05-26 Millones Peter J EVP, GC Sale 62,500 $10,229,456
2026-04-17 Wittman Vanessa Ames Dir Sale 1,125 $216,000
2026-04-15 Fogel Glenn D CEO, Pres Sale 16,726 $3,100,294
2026-03-13 Fogel Glenn D CEO, Pres Sale 669 $2,871,413
2026-02-17 Fogel Glenn D CEO, Pres Sale 452 $1,875,688
2026-02-17 Fogel Glenn D CEO, Pres Sale 560 $2,291,979
2026-02-02 Mylod Robert J Jr Dir Sale 40 $204,214
2026-01-15 Fogel Glenn D CEO, Pres Sale 60 $312,486
2026-01-15 Fogel Glenn D CEO, Pres Sale 953 $4,937,816
2026-01-15 Wittman Vanessa Ames Dir Sale 15 $77,867
Source: SEC Form 4 filings via public data. View all insider activity at
Insider Intelligence
Explore the Ethical Screener View Track Record

Data sourced from public filings and market feeds. Not financial advice. Updated: 2025-12-31

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