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Booking (BKNG) Competitors

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$195.69 -3.40 (-1.71%)
Closing price 09/1/2026 04:00 PM Eastern
Extended Trading
$196.62 +0.93 (+0.47%)
As of 07:00 AM Eastern
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BKNG vs. ABNB, EXPE, GOOG, HLT, and MAR

Should you buy Booking stock or one of its competitors? Booking's main competitors and comparable companies include Airbnb (ABNB), Expedia Group (EXPE), Alphabet (GOOG), Hilton Worldwide (HLT), and Marriott International (MAR). Companies are selected based on similarities in market, industry, and size.

How does Booking compare to Airbnb?

Booking (NASDAQ:BKNG) and Airbnb (NASDAQ:ABNB) are both large-cap consumer discretionary companies, but which is the better stock? We will compare the two businesses based on the strength of their valuation, earnings, analyst recommendations, institutional ownership, profitability, dividends, risk and media sentiment.

Booking currently has a consensus target price of $236.70, suggesting a potential upside of 20.96%. Airbnb has a consensus target price of $177.07, suggesting a potential downside of 3.00%. Given Booking's stronger consensus rating and higher possible upside, equities research analysts plainly believe Booking is more favorable than Airbnb.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Booking
0 Sell rating(s)
8 Hold rating(s)
28 Buy rating(s)
1 Strong Buy rating(s)
2.81
Airbnb
2 Sell rating(s)
11 Hold rating(s)
25 Buy rating(s)
2 Strong Buy rating(s)
2.68

92.4% of Booking shares are held by institutional investors. Comparatively, 80.8% of Airbnb shares are held by institutional investors. 0.2% of Booking shares are held by company insiders. Comparatively, 27.2% of Airbnb shares are held by company insiders. Strong institutional ownership is an indication that large money managers, endowments and hedge funds believe a company is poised for long-term growth.

Booking has a beta of 1.07, suggesting that its share price is 7% more volatile than the broader market. Comparatively, Airbnb has a beta of 1.15, suggesting that its share price is 15% more volatile than the broader market.

In the previous week, Booking had 31 more articles in the media than Airbnb. MarketBeat recorded 67 mentions for Booking and 36 mentions for Airbnb. Booking's average media sentiment score of 1.34 beat Airbnb's score of 0.60 indicating that Booking is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Booking
49 Very Positive mention(s)
4 Positive mention(s)
9 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Airbnb
18 Very Positive mention(s)
3 Positive mention(s)
4 Neutral mention(s)
2 Negative mention(s)
2 Very Negative mention(s)
Positive

Booking has a net margin of 25.53% compared to Airbnb's net margin of 20.45%. Airbnb's return on equity of 33.38% beat Booking's return on equity.

Company Net Margins Return on Equity Return on Assets
Booking25.53% -102.96% 26.60%
Airbnb 20.45%33.38%10.67%

Booking has higher revenue and earnings than Airbnb. Booking is trading at a lower price-to-earnings ratio than Airbnb, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Booking$26.92B5.46$5.40B$9.0421.65
Airbnb$12.24B8.93$2.51B$4.4041.49

Summary

Booking beats Airbnb on 11 of the 17 factors compared between the two stocks.

How does Booking compare to Expedia Group?

Booking (NASDAQ:BKNG) and Expedia Group (NASDAQ:EXPE) are both large-cap consumer discretionary companies, but which is the superior business? We will compare the two companies based on the strength of their dividends, risk, analyst recommendations, profitability, earnings, media sentiment, institutional ownership and valuation.

Booking currently has a consensus price target of $236.70, indicating a potential upside of 20.96%. Expedia Group has a consensus price target of $318.71, indicating a potential upside of 4.76%. Given Booking's stronger consensus rating and higher possible upside, equities analysts clearly believe Booking is more favorable than Expedia Group.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Booking
0 Sell rating(s)
8 Hold rating(s)
28 Buy rating(s)
1 Strong Buy rating(s)
2.81
Expedia Group
0 Sell rating(s)
22 Hold rating(s)
18 Buy rating(s)
0 Strong Buy rating(s)
2.45

Booking has higher revenue and earnings than Expedia Group. Expedia Group is trading at a lower price-to-earnings ratio than Booking, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Booking$26.92B5.46$5.40B$9.0421.65
Expedia Group$14.73B2.48$1.29B$16.0418.97

Booking pays an annual dividend of $1.68 per share and has a dividend yield of 0.9%. Expedia Group pays an annual dividend of $1.92 per share and has a dividend yield of 0.6%. Booking pays out 18.6% of its earnings in the form of a dividend. Expedia Group pays out 12.0% of its earnings in the form of a dividend. Both companies have healthy payout ratios and should be able to cover their dividend payments with earnings for the next several years. Booking has increased its dividend for 1 consecutive years. Booking is clearly the better dividend stock, given its higher yield and longer track record of dividend growth.

Booking has a beta of 1.07, meaning that its stock price is 7% more volatile than the broader market. Comparatively, Expedia Group has a beta of 1.25, meaning that its stock price is 25% more volatile than the broader market.

92.4% of Booking shares are owned by institutional investors. Comparatively, 90.8% of Expedia Group shares are owned by institutional investors. 0.2% of Booking shares are owned by company insiders. Comparatively, 5.2% of Expedia Group shares are owned by company insiders. Strong institutional ownership is an indication that endowments, large money managers and hedge funds believe a stock will outperform the market over the long term.

In the previous week, Booking had 46 more articles in the media than Expedia Group. MarketBeat recorded 67 mentions for Booking and 21 mentions for Expedia Group. Booking's average media sentiment score of 1.34 beat Expedia Group's score of 0.62 indicating that Booking is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Booking
49 Very Positive mention(s)
4 Positive mention(s)
9 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Expedia Group
7 Very Positive mention(s)
3 Positive mention(s)
8 Neutral mention(s)
1 Negative mention(s)
1 Very Negative mention(s)
Positive

Booking has a net margin of 25.53% compared to Expedia Group's net margin of 12.97%. Expedia Group's return on equity of 87.32% beat Booking's return on equity.

Company Net Margins Return on Equity Return on Assets
Booking25.53% -102.96% 26.60%
Expedia Group 12.97%87.32%7.85%

Summary

Booking beats Expedia Group on 15 of the 20 factors compared between the two stocks.

How does Booking compare to Alphabet?

Booking (NASDAQ:BKNG) and Alphabet (NASDAQ:GOOG) are related large-cap companies, but which is the superior investment? We will contrast the two businesses based on the strength of their risk, media sentiment, valuation, institutional ownership, earnings, dividends, analyst recommendations and profitability.

Alphabet has higher revenue and earnings than Booking. Alphabet is trading at a lower price-to-earnings ratio than Booking, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Booking$26.92B5.46$5.40B$9.0421.65
Alphabet$445.87B9.11$132.17B$19.9116.68

In the previous week, Alphabet had 163 more articles in the media than Booking. MarketBeat recorded 230 mentions for Alphabet and 67 mentions for Booking. Booking's average media sentiment score of 1.34 beat Alphabet's score of 0.81 indicating that Booking is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Booking
49 Very Positive mention(s)
4 Positive mention(s)
9 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Alphabet
144 Very Positive mention(s)
16 Positive mention(s)
36 Neutral mention(s)
24 Negative mention(s)
7 Very Negative mention(s)
Positive

Alphabet has a net margin of 54.77% compared to Booking's net margin of 25.53%. Alphabet's return on equity of 51.32% beat Booking's return on equity.

Company Net Margins Return on Equity Return on Assets
Booking25.53% -102.96% 26.60%
Alphabet 54.77%51.32%35.42%

Booking currently has a consensus price target of $236.70, suggesting a potential upside of 20.96%. Alphabet has a consensus price target of $415.55, suggesting a potential upside of 25.15%. Given Alphabet's stronger consensus rating and higher possible upside, analysts plainly believe Alphabet is more favorable than Booking.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Booking
0 Sell rating(s)
8 Hold rating(s)
28 Buy rating(s)
1 Strong Buy rating(s)
2.81
Alphabet
0 Sell rating(s)
4 Hold rating(s)
30 Buy rating(s)
6 Strong Buy rating(s)
3.05

92.4% of Booking shares are held by institutional investors. Comparatively, 27.3% of Alphabet shares are held by institutional investors. 0.2% of Booking shares are held by company insiders. Comparatively, 13.0% of Alphabet shares are held by company insiders. Strong institutional ownership is an indication that endowments, large money managers and hedge funds believe a stock will outperform the market over the long term.

Booking pays an annual dividend of $1.68 per share and has a dividend yield of 0.9%. Alphabet pays an annual dividend of $0.88 per share and has a dividend yield of 0.3%. Booking pays out 18.6% of its earnings in the form of a dividend. Alphabet pays out 4.4% of its earnings in the form of a dividend. Both companies have healthy payout ratios and should be able to cover their dividend payments with earnings for the next several years. Booking has raised its dividend for 1 consecutive years and Alphabet has raised its dividend for 1 consecutive years.

Booking has a beta of 1.07, meaning that its share price is 7% more volatile than the broader market. Comparatively, Alphabet has a beta of 1.23, meaning that its share price is 23% more volatile than the broader market.

Summary

Alphabet beats Booking on 15 of the 19 factors compared between the two stocks.

How does Booking compare to Hilton Worldwide?

Booking (NASDAQ:BKNG) and Hilton Worldwide (NYSE:HLT) are both large-cap consumer discretionary companies, but which is the better investment? We will contrast the two businesses based on the strength of their profitability, analyst recommendations, earnings, institutional ownership, dividends, valuation, risk and media sentiment.

In the previous week, Booking had 41 more articles in the media than Hilton Worldwide. MarketBeat recorded 67 mentions for Booking and 26 mentions for Hilton Worldwide. Hilton Worldwide's average media sentiment score of 1.52 beat Booking's score of 1.34 indicating that Hilton Worldwide is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Booking
49 Very Positive mention(s)
4 Positive mention(s)
9 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Hilton Worldwide
24 Very Positive mention(s)
0 Positive mention(s)
2 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Very Positive

Booking has a beta of 1.07, meaning that its share price is 7% more volatile than the broader market. Comparatively, Hilton Worldwide has a beta of 1.05, meaning that its share price is 5% more volatile than the broader market.

Booking pays an annual dividend of $1.68 per share and has a dividend yield of 0.9%. Hilton Worldwide pays an annual dividend of $0.60 per share and has a dividend yield of 0.2%. Booking pays out 18.6% of its earnings in the form of a dividend. Hilton Worldwide pays out 8.8% of its earnings in the form of a dividend. Both companies have healthy payout ratios and should be able to cover their dividend payments with earnings for the next several years. Booking has raised its dividend for 1 consecutive years. Booking is clearly the better dividend stock, given its higher yield and longer track record of dividend growth.

Booking has a net margin of 25.53% compared to Hilton Worldwide's net margin of 12.69%. Hilton Worldwide's return on equity of -35.24% beat Booking's return on equity.

Company Net Margins Return on Equity Return on Assets
Booking25.53% -102.96% 26.60%
Hilton Worldwide 12.69%-35.24%11.84%

92.4% of Booking shares are owned by institutional investors. Comparatively, 95.9% of Hilton Worldwide shares are owned by institutional investors. 0.2% of Booking shares are owned by insiders. Comparatively, 2.7% of Hilton Worldwide shares are owned by insiders. Strong institutional ownership is an indication that large money managers, hedge funds and endowments believe a stock will outperform the market over the long term.

Booking presently has a consensus target price of $236.70, suggesting a potential upside of 20.96%. Hilton Worldwide has a consensus target price of $353.82, suggesting a potential upside of 13.47%. Given Booking's stronger consensus rating and higher possible upside, equities research analysts plainly believe Booking is more favorable than Hilton Worldwide.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Booking
0 Sell rating(s)
8 Hold rating(s)
28 Buy rating(s)
1 Strong Buy rating(s)
2.81
Hilton Worldwide
0 Sell rating(s)
7 Hold rating(s)
16 Buy rating(s)
1 Strong Buy rating(s)
2.75

Booking has higher revenue and earnings than Hilton Worldwide. Booking is trading at a lower price-to-earnings ratio than Hilton Worldwide, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Booking$26.92B5.46$5.40B$9.0421.65
Hilton Worldwide$12.49B5.62$1.46B$6.8145.79

Summary

Booking beats Hilton Worldwide on 12 of the 19 factors compared between the two stocks.

How does Booking compare to Marriott International?

Marriott International (NASDAQ:MAR) and Booking (NASDAQ:BKNG) are both large-cap consumer discretionary companies, but which is the superior stock? We will compare the two businesses based on the strength of their dividends, media sentiment, valuation, institutional ownership, analyst recommendations, profitability, risk and earnings.

70.7% of Marriott International shares are owned by institutional investors. Comparatively, 92.4% of Booking shares are owned by institutional investors. 11.4% of Marriott International shares are owned by insiders. Comparatively, 0.2% of Booking shares are owned by insiders. Strong institutional ownership is an indication that large money managers, hedge funds and endowments believe a stock will outperform the market over the long term.

Marriott International currently has a consensus target price of $385.65, indicating a potential upside of 15.27%. Booking has a consensus target price of $236.70, indicating a potential upside of 20.96%. Given Booking's stronger consensus rating and higher probable upside, analysts plainly believe Booking is more favorable than Marriott International.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Marriott International
0 Sell rating(s)
9 Hold rating(s)
11 Buy rating(s)
1 Strong Buy rating(s)
2.62
Booking
0 Sell rating(s)
8 Hold rating(s)
28 Buy rating(s)
1 Strong Buy rating(s)
2.81

Booking has higher revenue and earnings than Marriott International. Booking is trading at a lower price-to-earnings ratio than Marriott International, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Marriott International$26.19B3.33$2.60B$9.6534.67
Booking$26.92B5.46$5.40B$9.0421.65

In the previous week, Booking had 38 more articles in the media than Marriott International. MarketBeat recorded 67 mentions for Booking and 29 mentions for Marriott International. Booking's average media sentiment score of 1.34 beat Marriott International's score of 1.16 indicating that Booking is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Marriott International
19 Very Positive mention(s)
2 Positive mention(s)
5 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Booking
49 Very Positive mention(s)
4 Positive mention(s)
9 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

Booking has a net margin of 25.53% compared to Marriott International's net margin of 9.62%. Marriott International's return on equity of -75.81% beat Booking's return on equity.

Company Net Margins Return on Equity Return on Assets
Marriott International9.62% -75.81% 10.56%
Booking 25.53%-102.96%26.60%

Marriott International has a beta of 1.11, indicating that its stock price is 11% more volatile than the broader market. Comparatively, Booking has a beta of 1.07, indicating that its stock price is 7% more volatile than the broader market.

Marriott International pays an annual dividend of $2.92 per share and has a dividend yield of 0.9%. Booking pays an annual dividend of $1.68 per share and has a dividend yield of 0.9%. Marriott International pays out 30.3% of its earnings in the form of a dividend. Booking pays out 18.6% of its earnings in the form of a dividend. Both companies have healthy payout ratios and should be able to cover their dividend payments with earnings for the next several years. Marriott International has raised its dividend for 3 consecutive years and Booking has raised its dividend for 1 consecutive years. Marriott International is clearly the better dividend stock, given its higher yield and longer track record of dividend growth.

Summary

Booking beats Marriott International on 12 of the 19 factors compared between the two stocks.

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New MarketBeat Followers Over Time

This chart shows the number of new MarketBeat users adding BKNG and its top 5 competitors to their watchlist. Each company is represented with a line over a 90 day period.
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Media Sentiment Over Time

This chart shows the average media sentiment of NASDAQ and its competitors over the past 90 days as caculated by MarketBeat. The averaged score is equivalent to the following: Very Negative Sentiment <= -1.5, Negative Sentiment > -1.5 and <= -0.5, Neutral Sentiment > -0.5 and < 0.5, Positive Sentiment >= 0.5 and < 1.5, and Very Positive Sentiment >= 1.5.
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BKNG vs. The Competition

MetricBookingHotels, Restaurants & Leisure IndustryConsumer Discretionary SectorNASDAQ Exchange
Market Cap$149.59B$8.03B$13.08B$12.83B
Dividend Yield0.84%3.77%58.38%11.78%
P/E Ratio21.6622.3446.6624.97
Price / Sales5.46336.2791.7293.29
Price / Cash19.0421.9728.7852.85
Price / Book-13.644.635.786.03
Net Income$5.40B$260.47M$445.56M$348.89M
7 Day Performance-6.32%-3.08%-1.80%-2.29%
1 Month Performance1.45%-1.52%-1.28%2.94%
1 Year Performance-11.14%-5.95%-3.18%14.08%

Booking Competitors List

CompanyMarketRankShare PriceAnalysts' Price Target1Y Price PerformanceMarket CapRevenueP/E RatioEmployee CountIndicator(s)
BKNG
Booking
4.9476 of 5 stars
$195.69
-1.7%
$236.70
+21.0%
-12.6%$149.59B$26.92B21.6624,300
ABNB
Airbnb
3.5447 of 5 stars
$184.40
-2.0%
$174.03
-5.6%
+39.8%$110.42B$13.16B41.918,200
EXPE
Expedia Group
4.765 of 5 stars
$318.92
-4.4%
$317.45
-0.5%
+41.6%$38.28B$14.73B19.8816,000
GOOG
Alphabet
4.7768 of 5 stars
$337.71
-0.4%
$415.55
+23.0%
+55.5%$4.13T$402.84B16.96190,200
HLT
Hilton Worldwide
4.3795 of 5 stars
$325.48
-2.1%
$353.82
+8.7%
+13.0%$73.25B$12.49B47.79182,000

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This page (NASDAQ:BKNG) was last updated on 9/2/2026 by MarketBeat.com Staff.
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