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Booking (BKNG) Competitors

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$148.13 -2.30 (-1.53%)
Closing price 10/30/2026 04:00 PM Eastern
Extended Trading
$148.78 +0.65 (+0.44%)
As of 10/30/2026 07:59 PM Eastern
Extended trading is trading that happens on electronic markets outside of regular trading hours. This is a fair market value extended hours price provided by Massive. Learn more.

BKNG vs. ABNB, EXPE, GOOG, MAR, and HLT

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), Marriott International (MAR), and Hilton Worldwide (HLT). Companies are selected based on similarities in market, industry, and size.

How does Booking compare to Airbnb?

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

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

Airbnb currently has a consensus price target of $182.43, suggesting a potential upside of 10.97%. Booking has a consensus price target of $233.07, suggesting a potential upside of 57.34%. Given Booking's stronger consensus rating and higher probable upside, analysts plainly believe Booking is more favorable than Airbnb.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Airbnb
2 Sell rating(s)
13 Hold rating(s)
27 Buy rating(s)
2 Strong Buy rating(s)
2.66
Booking
1 Sell rating(s)
8 Hold rating(s)
24 Buy rating(s)
3 Strong Buy rating(s)
2.81

Airbnb has a beta of 1.24, suggesting that its share price is 24% more volatile than the broader market. Comparatively, Booking has a beta of 1.13, suggesting that its share price is 13% more volatile than the broader market.

In the previous week, Booking had 8 more articles in the media than Airbnb. MarketBeat recorded 38 mentions for Booking and 30 mentions for Airbnb. Booking's average media sentiment score of 0.69 beat Airbnb's score of 0.47 indicating that Booking is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Airbnb
12 Very Positive mention(s)
3 Positive mention(s)
7 Neutral mention(s)
3 Negative mention(s)
3 Very Negative mention(s)
Neutral
Booking
15 Very Positive mention(s)
11 Positive mention(s)
7 Neutral mention(s)
2 Negative mention(s)
1 Very Negative mention(s)
Positive

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
Airbnb$12.24B8.04$2.51B$4.4037.36
Booking$26.92B4.14$5.40B$9.0416.39

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
Airbnb20.45% 33.38% 10.67%
Booking 25.53%-102.96%26.60%

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 stock? We will contrast the two businesses based on the strength of their media sentiment, institutional ownership, profitability, dividends, valuation, earnings, risk and analyst recommendations.

Booking has a beta of 1.13, meaning that its share price is 13% more volatile than the broader market. Comparatively, Expedia Group has a beta of 1.36, meaning that its share price is 36% more volatile than the broader market.

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

Booking currently has a consensus target price of $233.07, suggesting a potential upside of 57.34%. Expedia Group has a consensus target price of $316.37, suggesting a potential upside of 10.65%. Given Booking's stronger consensus rating and higher probable 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
1 Sell rating(s)
8 Hold rating(s)
24 Buy rating(s)
3 Strong Buy rating(s)
2.81
Expedia Group
1 Sell rating(s)
20 Hold rating(s)
18 Buy rating(s)
0 Strong Buy rating(s)
2.44

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%

Booking pays an annual dividend of $1.68 per share and has a dividend yield of 1.1%. Expedia Group pays an annual dividend of $1.92 per share and has a dividend yield of 0.7%. 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 higher revenue and earnings than Expedia Group. Booking is trading at a lower price-to-earnings ratio than Expedia Group, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Booking$26.92B4.14$5.40B$9.0416.39
Expedia Group$14.73B2.33$1.29B$16.0417.83

In the previous week, Booking had 24 more articles in the media than Expedia Group. MarketBeat recorded 38 mentions for Booking and 14 mentions for Expedia Group. Booking's average media sentiment score of 0.69 beat Expedia Group's score of 0.48 indicating that Booking is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Booking
15 Very Positive mention(s)
11 Positive mention(s)
7 Neutral mention(s)
2 Negative mention(s)
1 Very Negative mention(s)
Positive
Expedia Group
4 Very Positive mention(s)
1 Positive mention(s)
7 Neutral mention(s)
0 Negative mention(s)
1 Very Negative mention(s)
Neutral

Summary

Booking beats Expedia Group on 14 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 companies based on the strength of their profitability, media sentiment, earnings, dividends, analyst recommendations, risk, valuation and institutional ownership.

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 insiders. Comparatively, 13.0% of Alphabet shares are held by insiders. Strong institutional ownership is an indication that large money managers, hedge funds and endowments believe a company is poised for long-term growth.

In the previous week, Alphabet had 300 more articles in the media than Booking. MarketBeat recorded 338 mentions for Alphabet and 38 mentions for Booking. Booking's average media sentiment score of 0.69 beat Alphabet's score of 0.23 indicating that Booking is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Booking
15 Very Positive mention(s)
11 Positive mention(s)
7 Neutral mention(s)
2 Negative mention(s)
1 Very Negative mention(s)
Positive
Alphabet
114 Very Positive mention(s)
36 Positive mention(s)
88 Neutral mention(s)
76 Negative mention(s)
19 Very Negative mention(s)
Neutral

Booking has a beta of 1.13, meaning that its stock price is 13% more volatile than the broader market. Comparatively, Alphabet has a beta of 1.19, meaning that its stock price is 19% more volatile than the broader market.

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$26.92B4.14$5.40B$9.0416.39
Alphabet$402.84B8.45$132.17B$19.1614.52

Booking currently has a consensus target price of $233.07, suggesting a potential upside of 57.34%. Alphabet has a consensus target price of $413.54, suggesting a potential upside of 48.64%. Given Booking's higher probable upside, equities analysts plainly believe Booking is more favorable than Alphabet.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Booking
1 Sell rating(s)
8 Hold rating(s)
24 Buy rating(s)
3 Strong Buy rating(s)
2.81
Alphabet
1 Sell rating(s)
5 Hold rating(s)
35 Buy rating(s)
6 Strong Buy rating(s)
2.98

Alphabet has a net margin of 50.03% compared to Booking's net margin of 25.53%. Alphabet's return on equity of 43.33% beat Booking's return on equity.

Company Net Margins Return on Equity Return on Assets
Booking25.53% -102.96% 26.60%
Alphabet 50.03%43.33%29.24%

Booking pays an annual dividend of $1.68 per share and has a dividend yield of 1.1%. 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 4.6% 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. Booking has raised its dividend for 1 consecutive years and Alphabet has raised its dividend for 1 consecutive years.

Summary

Alphabet beats Booking on 14 of the 19 factors compared between the two stocks.

How does Booking compare to Marriott International?

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

In the previous week, Booking had 14 more articles in the media than Marriott International. MarketBeat recorded 38 mentions for Booking and 24 mentions for Marriott International. Booking's average media sentiment score of 0.69 beat Marriott International's score of 0.49 indicating that Booking is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Booking
15 Very Positive mention(s)
11 Positive mention(s)
7 Neutral mention(s)
2 Negative mention(s)
1 Very Negative mention(s)
Positive
Marriott International
6 Very Positive mention(s)
1 Positive mention(s)
16 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Neutral

Booking presently has a consensus target price of $233.07, suggesting a potential upside of 57.34%. Marriott International has a consensus target price of $383.52, suggesting a potential downside of 3.95%. Given Booking's stronger consensus rating and higher probable upside, research analysts clearly believe Booking is more favorable than Marriott International.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Booking
1 Sell rating(s)
8 Hold rating(s)
24 Buy rating(s)
3 Strong Buy rating(s)
2.81
Marriott International
1 Sell rating(s)
11 Hold rating(s)
13 Buy rating(s)
2 Strong Buy rating(s)
2.59

Booking pays an annual dividend of $1.68 per share and has a dividend yield of 1.1%. Marriott International pays an annual dividend of $2.92 per share and has a dividend yield of 0.7%. Booking pays out 18.6% of its earnings in the form of a dividend. Marriott International pays out 30.3% 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 Marriott International has raised its dividend for 3 consecutive years. Booking is clearly the better dividend stock, given its higher yield and lower payout ratio.

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
Booking25.53% -102.96% 26.60%
Marriott International 9.62%-75.81%10.56%

Booking has a beta of 1.13, indicating that its stock price is 13% more volatile than the broader market. Comparatively, Marriott International has a beta of 1.17, indicating that its stock price is 17% more volatile than the broader market.

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
Booking$26.92B4.14$5.40B$9.0416.39
Marriott International$26.19B3.98$2.60B$9.6541.38

92.4% of Booking shares are held by institutional investors. Comparatively, 70.7% of Marriott International shares are held by institutional investors. 0.2% of Booking shares are held by insiders. Comparatively, 11.4% of Marriott International shares are held by insiders. Strong institutional ownership is an indication that endowments, large money managers and hedge funds believe a company is poised for long-term growth.

Summary

Booking beats Marriott International on 14 of the 20 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 stock? We will compare the two businesses based on the strength of their earnings, analyst recommendations, valuation, media sentiment, institutional ownership, dividends, profitability and risk.

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 company insiders. Comparatively, 2.7% of Hilton Worldwide shares are owned by company insiders. Strong institutional ownership is an indication that endowments, hedge funds and large money managers believe a stock is poised for long-term growth.

Booking has a net margin of 25.53% compared to Hilton Worldwide's net margin of 13.40%. Hilton Worldwide's return on equity of -33.78% beat Booking's return on equity.

Company Net Margins Return on Equity Return on Assets
Booking25.53% -102.96% 26.60%
Hilton Worldwide 13.40%-33.78%12.16%

Booking has a beta of 1.13, indicating that its share price is 13% more volatile than the broader market. Comparatively, Hilton Worldwide has a beta of 1.1, indicating that its share price is 10% more volatile than the broader market.

In the previous week, Hilton Worldwide had 11 more articles in the media than Booking. MarketBeat recorded 49 mentions for Hilton Worldwide and 38 mentions for Booking. Hilton Worldwide's average media sentiment score of 0.71 beat Booking's score of 0.69 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
15 Very Positive mention(s)
11 Positive mention(s)
7 Neutral mention(s)
2 Negative mention(s)
1 Very Negative mention(s)
Positive
Hilton Worldwide
15 Very Positive mention(s)
6 Positive mention(s)
18 Neutral mention(s)
1 Negative mention(s)
0 Very Negative mention(s)
Positive

Booking pays an annual dividend of $1.68 per share and has a dividend yield of 1.1%. 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 8.1% 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 presently has a consensus price target of $233.07, indicating a potential upside of 57.34%. Hilton Worldwide has a consensus price target of $363.57, indicating a potential upside of 1.86%. Given Booking's stronger consensus rating and higher probable upside, research analysts clearly believe Booking is more favorable than Hilton Worldwide.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Booking
1 Sell rating(s)
8 Hold rating(s)
24 Buy rating(s)
3 Strong Buy rating(s)
2.81
Hilton Worldwide
0 Sell rating(s)
8 Hold rating(s)
16 Buy rating(s)
2 Strong Buy rating(s)
2.77

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$26.92B4.14$5.40B$9.0416.39
Hilton Worldwide$12.04B6.60$1.46B$7.4048.23

Summary

Booking beats Hilton Worldwide on 12 of the 20 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$111.30B$7.67B$12.60B$12.21B
Dividend Yield1.13%3.89%3.14%4.46%
P/E Ratio16.3927.0426.5932.49
Price / Sales4.142.711.736.01
Price / Cash14.1720.4015.3022.76
Price / Book-21.414.283.484.08
Net Income$5.40B$259.25M$444.51M$381.88M
7 Day Performance-4.94%1.51%0.05%-0.70%
1 Month Performance-7.58%0.93%-0.69%-6.62%
1 Year Performance-27.07%-4.44%-3.94%-6.92%

Booking Competitors List

CompanyMarketRankShare PriceAnalysts' Price Target1Y Price PerformanceMarket CapRevenueP/E RatioEmployee CountIndicator(s)
BKNG
Booking
4.9974 of 5 stars
$148.13
-1.5%
$233.07
+57.3%
-27.1%$111.30B$26.92B16.3924,300
ABNB
Airbnb
3.5886 of 5 stars
$175.76
+1.2%
$181.93
+3.5%
+29.9%$105.24B$12.24B39.958,200
EXPE
Expedia Group
4.4478 of 5 stars
$298.49
+4.5%
$316.37
+6.0%
+30.0%$35.82B$15.70B18.6116,000
GOOG
Alphabet
4.9308 of 5 stars
$320.76
-3.1%
$421.85
+31.5%
-1.3%$3.92T$402.84B16.11198,933
MAR
Marriott International
2.7582 of 5 stars
$396.80
-1.8%
$383.52
-3.3%
+53.2%$103.47B$26.19B41.12414,000

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This page (NASDAQ:BKNG) was last updated on 11/1/2026 by MarketBeat.com Staff.
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