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Booking (BKNG) Competitors

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$200.52 -5.11 (-2.49%)
As of 03:46 PM Eastern

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

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 Royal Caribbean Cruises (RCL). 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 companies based on the strength of their risk, valuation, dividends, analyst recommendations, profitability, media sentiment, institutional ownership and earnings.

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$28.24B5.34$5.40B$9.0422.18
Airbnb$12.24B8.94$2.51B$4.4041.54

Booking has a beta of 1.07, meaning that its share price is 7% more volatile than the broader market. Comparatively, Airbnb has a beta of 1.14, meaning that its share price is 14% more volatile than the broader market.

92.4% of Booking shares are owned by institutional investors. Comparatively, 80.8% of Airbnb shares are owned by institutional investors. 0.2% of Booking shares are owned by insiders. Comparatively, 27.2% of Airbnb shares are owned by insiders. Strong institutional ownership is an indication that hedge funds, endowments and large money managers believe a company will outperform the market over the long term.

Booking currently has a consensus price target of $236.45, indicating a potential upside of 17.92%. Airbnb has a consensus price target of $175.59, indicating a potential downside of 3.93%. Given Booking's stronger consensus rating and higher possible upside, research analysts clearly 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)
27 Buy rating(s)
1 Strong Buy rating(s)
2.81
Airbnb
2 Sell rating(s)
11 Hold rating(s)
24 Buy rating(s)
2 Strong Buy rating(s)
2.67

In the previous week, Booking had 45 more articles in the media than Airbnb. MarketBeat recorded 78 mentions for Booking and 33 mentions for Airbnb. Booking's average media sentiment score of 1.36 beat Airbnb's score of 0.63 indicating that Booking is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Booking
59 Very Positive mention(s)
4 Positive mention(s)
11 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Airbnb
13 Very Positive mention(s)
6 Positive mention(s)
6 Neutral mention(s)
1 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%

Summary

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

How does Booking compare to Expedia Group?

Expedia Group (NASDAQ:EXPE) 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 dividends, institutional ownership, profitability, valuation, analyst recommendations, media sentiment, risk and earnings.

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
Expedia Group$15.70B2.44$1.29B$16.0419.88
Booking$28.24B5.34$5.40B$9.0422.18

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

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
Expedia Group12.97% 87.32% 7.85%
Booking 25.53%-102.96%26.60%

Expedia Group currently has a consensus price target of $317.45, suggesting a potential downside of 0.42%. Booking has a consensus price target of $236.45, suggesting a potential upside of 17.92%. Given Booking's stronger consensus rating and higher probable upside, analysts clearly believe Booking is more favorable than Expedia Group.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Expedia Group
0 Sell rating(s)
21 Hold rating(s)
18 Buy rating(s)
0 Strong Buy rating(s)
2.46
Booking
0 Sell rating(s)
8 Hold rating(s)
27 Buy rating(s)
1 Strong Buy rating(s)
2.81

Expedia Group pays an annual dividend of $1.92 per share and has a dividend yield of 0.6%. Booking pays an annual dividend of $1.68 per share and has a dividend yield of 0.8%. Expedia Group pays out 12.0% 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. 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.

Expedia Group has a beta of 1.22, meaning that its stock price is 22% more volatile than the broader market. Comparatively, Booking has a beta of 1.07, meaning that its stock price is 7% more volatile than the broader market.

In the previous week, Booking had 57 more articles in the media than Expedia Group. MarketBeat recorded 78 mentions for Booking and 21 mentions for Expedia Group. Booking's average media sentiment score of 1.36 beat Expedia Group's score of 0.63 indicating that Booking is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Expedia Group
6 Very Positive mention(s)
3 Positive mention(s)
8 Neutral mention(s)
1 Negative mention(s)
0 Very Negative mention(s)
Positive
Booking
59 Very Positive mention(s)
4 Positive mention(s)
11 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

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

In the previous week, Alphabet had 146 more articles in the media than Booking. MarketBeat recorded 224 mentions for Alphabet and 78 mentions for Booking. Booking's average media sentiment score of 1.36 beat Alphabet's score of 0.80 indicating that Booking is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Booking
59 Very Positive mention(s)
4 Positive mention(s)
11 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Alphabet
134 Very Positive mention(s)
20 Positive mention(s)
38 Neutral mention(s)
23 Negative mention(s)
6 Very Negative mention(s)
Positive

Booking pays an annual dividend of $1.68 per share and has a dividend yield of 0.8%. 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 stock price is 7% more volatile than the broader market. Comparatively, Alphabet has a beta of 1.23, meaning that its stock price is 23% 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$28.24B5.34$5.40B$9.0422.18
Alphabet$402.84B10.18$132.17B$19.9116.85

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 target price of $236.45, suggesting a potential upside of 17.92%. Alphabet has a consensus target price of $415.55, suggesting a potential upside of 23.90%. 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)
27 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 owned by institutional investors. Comparatively, 27.3% of Alphabet shares are owned by institutional investors. 0.2% of Booking shares are owned by insiders. Comparatively, 13.0% of Alphabet shares are owned by insiders. Strong institutional ownership is an indication that hedge funds, endowments and large money managers believe a stock is poised for long-term growth.

Summary

Alphabet beats Booking on 15 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 business? We will compare the two businesses based on the strength of their profitability, valuation, risk, institutional ownership, media sentiment, earnings, analyst recommendations and dividends.

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 0.8%. 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 increased its dividend for 3 consecutive years and Booking has increased 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.

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$26.19B3.41$2.60B$9.6535.51
Booking$28.24B5.34$5.40B$9.0422.18

Marriott International has a beta of 1.1, meaning that its stock price is 10% more volatile than the broader market. Comparatively, Booking has a beta of 1.07, meaning that its stock price is 7% more volatile than the broader market.

Marriott International presently has a consensus target price of $385.65, suggesting a potential upside of 12.55%. Booking has a consensus target price of $236.45, suggesting a potential upside of 17.92%. Given Booking's stronger consensus rating and higher possible upside, analysts clearly 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)
27 Buy rating(s)
1 Strong Buy rating(s)
2.81

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%

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

In the previous week, Booking had 43 more articles in the media than Marriott International. MarketBeat recorded 78 mentions for Booking and 35 mentions for Marriott International. Booking's average media sentiment score of 1.36 beat Marriott International's score of 1.13 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
26 Very Positive mention(s)
1 Positive mention(s)
6 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Booking
59 Very Positive mention(s)
4 Positive mention(s)
11 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

Summary

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

How does Booking compare to Royal Caribbean Cruises?

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

Booking has a net margin of 25.53% compared to Royal Caribbean Cruises' net margin of 23.54%. Royal Caribbean Cruises' 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%
Royal Caribbean Cruises 23.54%43.33%10.56%

Booking has higher revenue and earnings than Royal Caribbean Cruises. Royal Caribbean Cruises 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$28.24B5.34$5.40B$9.0422.18
Royal Caribbean Cruises$17.94B4.00$4.27B$16.1816.56

92.4% of Booking shares are owned by institutional investors. Comparatively, 87.5% of Royal Caribbean Cruises shares are owned by institutional investors. 0.2% of Booking shares are owned by insiders. Comparatively, 6.4% of Royal Caribbean Cruises shares are owned by insiders. Strong institutional ownership is an indication that endowments, hedge funds and large money managers believe a company is poised for long-term growth.

In the previous week, Booking had 47 more articles in the media than Royal Caribbean Cruises. MarketBeat recorded 78 mentions for Booking and 31 mentions for Royal Caribbean Cruises. Royal Caribbean Cruises' average media sentiment score of 1.54 beat Booking's score of 1.36 indicating that Royal Caribbean Cruises is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Booking
59 Very Positive mention(s)
4 Positive mention(s)
11 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Royal Caribbean Cruises
28 Very Positive mention(s)
1 Positive mention(s)
1 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Very Positive

Booking pays an annual dividend of $1.68 per share and has a dividend yield of 0.8%. Royal Caribbean Cruises pays an annual dividend of $6.00 per share and has a dividend yield of 2.2%. Booking pays out 18.6% of its earnings in the form of a dividend. Royal Caribbean Cruises pays out 37.1% 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 increased its dividend for 1 consecutive years and Royal Caribbean Cruises has increased its dividend for 1 consecutive years.

Booking currently has a consensus price target of $236.45, indicating a potential upside of 17.92%. Royal Caribbean Cruises has a consensus price target of $353.40, indicating a potential upside of 31.88%. Given Royal Caribbean Cruises' higher possible upside, analysts clearly believe Royal Caribbean Cruises 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)
27 Buy rating(s)
1 Strong Buy rating(s)
2.81
Royal Caribbean Cruises
0 Sell rating(s)
7 Hold rating(s)
14 Buy rating(s)
1 Strong Buy rating(s)
2.73

Booking has a beta of 1.07, indicating that its stock price is 7% more volatile than the broader market. Comparatively, Royal Caribbean Cruises has a beta of 1.77, indicating that its stock price is 77% more volatile than the broader market.

Summary

Booking beats Royal Caribbean Cruises on 11 of the 18 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$150.67B$8.04B$13.01B$12.83B
Dividend Yield0.83%3.74%56.99%11.27%
P/E Ratio22.1922.7946.8725.51
Price / Sales5.34319.3088.26122.84
Price / Cash19.6622.1819.0036.03
Price / Book-28.984.764.266.33
Net Income$5.40B$260.47M$445.07M$349.45M
7 Day Performance-6.02%-2.35%-0.99%-0.09%
1 Month Performance3.95%-0.24%-0.39%4.37%
1 Year Performance-10.47%-5.06%-2.61%14.79%

Booking Competitors List

CompanyMarketRankShare PriceAnalysts' Price Target1Y Price PerformanceMarket CapRevenueP/E RatioEmployee CountIndicator(s)
BKNG
Booking
4.9259 of 5 stars
$200.52
-2.5%
$236.45
+17.9%
-8.2%$150.67B$28.24B22.1924,300
ABNB
Airbnb
3.5613 of 5 stars
$185.00
-0.7%
$172.00
-7.0%
+45.1%$110.78B$12.24B42.058,200
EXPE
Expedia Group
4.6565 of 5 stars
$324.17
-0.6%
$314.27
-3.1%
+53.4%$38.91B$14.73B20.2116,000
GOOG
Alphabet
4.7653 of 5 stars
$338.20
-1.0%
$415.55
+22.9%
+60.6%$4.14T$402.84B16.99190,200
MAR
Marriott International
4.3486 of 5 stars
$356.60
-0.9%
$385.65
+8.1%
+31.1%$92.99B$26.19B36.95414,000

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This page (NASDAQ:BKNG) was last updated on 8/31/2026 by MarketBeat.com Staff.
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