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Booking (BKNG) Competitors

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$174.33 +0.90 (+0.52%)
Closing price 09/10/2026 04:00 PM Eastern
Extended Trading
$175.95 +1.62 (+0.93%)
As of 07:09 AM Eastern
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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?

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

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$12.24B8.20$2.51B$4.4038.10
Booking$26.92B4.87$5.40B$9.0419.28

Airbnb has a beta of 1.16, suggesting that its share price is 16% more volatile than the broader market. Comparatively, Booking has a beta of 1.07, suggesting that its share price is 7% more volatile than the broader market.

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, endowments and large money managers believe a stock is poised for long-term growth.

In the previous week, Booking had 18 more articles in the media than Airbnb. MarketBeat recorded 48 mentions for Booking and 30 mentions for Airbnb. Booking's average media sentiment score of 1.09 beat Airbnb's score of 0.93 indicating that Booking is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Airbnb
16 Very Positive mention(s)
4 Positive mention(s)
7 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Booking
30 Very Positive mention(s)
6 Positive mention(s)
9 Neutral mention(s)
1 Negative mention(s)
1 Very Negative mention(s)
Positive

Airbnb presently has a consensus target price of $179.97, indicating a potential upside of 7.35%. Booking has a consensus target price of $236.70, indicating a potential upside of 35.78%. Given Booking's stronger consensus rating and higher probable upside, analysts clearly believe Booking is more favorable than Airbnb.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Airbnb
2 Sell rating(s)
11 Hold rating(s)
25 Buy rating(s)
2 Strong Buy rating(s)
2.68
Booking
0 Sell rating(s)
8 Hold rating(s)
27 Buy rating(s)
2 Strong Buy rating(s)
2.84

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

In the previous week, Booking had 34 more articles in the media than Expedia Group. MarketBeat recorded 48 mentions for Booking and 14 mentions for Expedia Group. Booking's average media sentiment score of 1.09 beat Expedia Group's score of 1.00 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
11 Very Positive mention(s)
0 Positive mention(s)
2 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Booking
30 Very Positive mention(s)
6 Positive mention(s)
9 Neutral mention(s)
1 Negative mention(s)
1 Very Negative mention(s)
Positive

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

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

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%

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$14.73B2.26$1.29B$16.0417.26
Booking$26.92B4.87$5.40B$9.0419.28

Expedia Group pays an annual dividend of $1.92 per share and has a dividend yield of 0.7%. Booking pays an annual dividend of $1.68 per share and has a dividend yield of 1.0%. 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 presently has a consensus target price of $318.71, suggesting a potential upside of 15.11%. Booking has a consensus target price of $236.70, suggesting a potential upside of 35.78%. Given Booking's stronger consensus rating and higher possible upside, analysts plainly 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)
22 Hold rating(s)
18 Buy rating(s)
0 Strong Buy rating(s)
2.45
Booking
0 Sell rating(s)
8 Hold rating(s)
27 Buy rating(s)
2 Strong Buy rating(s)
2.84

Summary

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

How does Booking compare to Alphabet?

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

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
Alphabet$402.84B10.03$132.17B$19.9116.59
Booking$26.92B4.87$5.40B$9.0419.28

In the previous week, Alphabet had 128 more articles in the media than Booking. MarketBeat recorded 176 mentions for Alphabet and 48 mentions for Booking. Booking's average media sentiment score of 1.09 beat Alphabet's score of 0.85 indicating that Booking is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Alphabet
102 Very Positive mention(s)
18 Positive mention(s)
33 Neutral mention(s)
15 Negative mention(s)
7 Very Negative mention(s)
Positive
Booking
30 Very Positive mention(s)
6 Positive mention(s)
9 Neutral mention(s)
1 Negative mention(s)
1 Very Negative mention(s)
Positive

27.3% of Alphabet shares are held by institutional investors. Comparatively, 92.4% of Booking shares are held by institutional investors. 13.0% of Alphabet shares are held by company insiders. Comparatively, 0.2% of Booking shares are held by company insiders. Strong institutional ownership is an indication that hedge funds, endowments and large money managers believe a company is poised for long-term growth.

Alphabet has a beta of 1.21, meaning that its stock price is 21% 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.

Alphabet pays an annual dividend of $0.88 per share and has a dividend yield of 0.3%. Booking pays an annual dividend of $1.68 per share and has a dividend yield of 1.0%. Alphabet pays out 4.4% 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. Alphabet has raised its dividend for 1 consecutive years and Booking has raised its dividend for 1 consecutive years.

Alphabet presently has a consensus price target of $415.55, suggesting a potential upside of 25.77%. Booking has a consensus price target of $236.70, suggesting a potential upside of 35.78%. Given Booking's higher possible upside, analysts plainly believe Booking is more favorable than Alphabet.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Alphabet
0 Sell rating(s)
4 Hold rating(s)
30 Buy rating(s)
6 Strong Buy rating(s)
3.05
Booking
0 Sell rating(s)
8 Hold rating(s)
27 Buy rating(s)
2 Strong Buy rating(s)
2.84

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
Alphabet54.77% 51.32% 35.42%
Booking 25.53%-102.96%26.60%

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

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%

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 company insiders. Comparatively, 11.4% of Marriott International 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 pays an annual dividend of $1.68 per share and has a dividend yield of 1.0%. Marriott International pays an annual dividend of $2.92 per share and has a dividend yield of 0.9%. 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 beta of 1.07, indicating that its stock price is 7% more volatile than the broader market. Comparatively, Marriott International has a beta of 1.11, indicating that its stock price is 11% more volatile than the broader market.

In the previous week, Booking had 24 more articles in the media than Marriott International. MarketBeat recorded 48 mentions for Booking and 24 mentions for Marriott International. Booking's average media sentiment score of 1.09 beat Marriott International's score of 0.88 indicating that Booking is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Booking
30 Very Positive mention(s)
6 Positive mention(s)
9 Neutral mention(s)
1 Negative mention(s)
1 Very Negative mention(s)
Positive
Marriott International
13 Very Positive mention(s)
3 Positive mention(s)
4 Neutral mention(s)
0 Negative mention(s)
1 Very Negative mention(s)
Positive

Booking presently has a consensus price target of $236.70, suggesting a potential upside of 35.78%. Marriott International has a consensus price target of $385.88, suggesting a potential upside of 17.26%. Given Booking's stronger consensus rating and higher probable upside, analysts clearly believe Booking is more favorable than Marriott International.

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)
2 Strong Buy rating(s)
2.84
Marriott International
0 Sell rating(s)
10 Hold rating(s)
10 Buy rating(s)
2 Strong Buy rating(s)
2.64

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$26.92B4.87$5.40B$9.0419.28
Marriott International$26.19B3.28$2.60B$9.6534.10

Summary

Booking beats Marriott International on 13 of the 19 factors compared between the two stocks.

How does Booking compare to Royal Caribbean Cruises?

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

87.5% of Royal Caribbean Cruises shares are held by institutional investors. Comparatively, 92.4% of Booking shares are held by institutional investors. 6.4% of Royal Caribbean Cruises shares are held by insiders. Comparatively, 0.2% of Booking shares are held by 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 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
Royal Caribbean Cruises23.54% 43.33% 10.56%
Booking 25.53%-102.96%26.60%

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
Royal Caribbean Cruises$17.94B3.85$4.27B$16.1815.98
Booking$26.92B4.87$5.40B$9.0419.28

Royal Caribbean Cruises pays an annual dividend of $6.00 per share and has a dividend yield of 2.3%. Booking pays an annual dividend of $1.68 per share and has a dividend yield of 1.0%. Royal Caribbean Cruises pays out 37.1% 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. Royal Caribbean Cruises has raised its dividend for 1 consecutive years and Booking has raised its dividend for 1 consecutive years.

Royal Caribbean Cruises has a beta of 1.74, suggesting that its share price is 74% more volatile than the broader market. Comparatively, Booking has a beta of 1.07, suggesting that its share price is 7% more volatile than the broader market.

In the previous week, Booking had 29 more articles in the media than Royal Caribbean Cruises. MarketBeat recorded 48 mentions for Booking and 19 mentions for Royal Caribbean Cruises. Booking's average media sentiment score of 1.09 beat Royal Caribbean Cruises' score of 0.64 indicating that Booking is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Royal Caribbean Cruises
10 Very Positive mention(s)
1 Positive mention(s)
3 Neutral mention(s)
2 Negative mention(s)
2 Very Negative mention(s)
Positive
Booking
30 Very Positive mention(s)
6 Positive mention(s)
9 Neutral mention(s)
1 Negative mention(s)
1 Very Negative mention(s)
Positive

Royal Caribbean Cruises currently has a consensus target price of $353.40, indicating a potential upside of 36.71%. Booking has a consensus target price of $236.70, indicating a potential upside of 35.78%. Given Royal Caribbean Cruises' higher probable upside, equities research analysts plainly believe Royal Caribbean Cruises is more favorable than Booking.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Royal Caribbean Cruises
0 Sell rating(s)
8 Hold rating(s)
12 Buy rating(s)
2 Strong Buy rating(s)
2.73
Booking
0 Sell rating(s)
8 Hold rating(s)
27 Buy rating(s)
2 Strong Buy rating(s)
2.84

Summary

Booking beats Royal Caribbean Cruises on 12 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$130.31B$7.58B$12.63B$12.81B
Dividend Yield0.97%3.87%55.25%10.55%
P/E Ratio19.2921.5145.6825.11
Price / Sales4.87338.0092.0690.53
Price / Cash16.5821.6628.5751.83
Price / Book-25.194.594.076.18
Net Income$5.40B$260.47M$445.09M$358.18M
7 Day Performance-9.81%-2.22%-2.51%-2.51%
1 Month Performance-18.10%-3.80%-4.29%-2.73%
1 Year Performance-20.73%-8.29%-7.12%7.73%

Booking Competitors List

CompanyMarketRankShare PriceAnalysts' Price Target1Y Price PerformanceMarket CapRevenueP/E RatioEmployee CountIndicator(s)
BKNG
Booking
4.952 of 5 stars
$174.33
+0.5%
$236.70
+35.8%
-20.4%$130.31B$26.92B19.2924,300
ABNB
Airbnb
4.292 of 5 stars
$185.25
+1.1%
$177.07
-4.4%
+35.8%$110.93B$12.24B42.108,200
EXPE
Expedia Group
4.9829 of 5 stars
$303.14
-1.6%
$318.71
+5.1%
+28.5%$36.38B$15.70B18.9016,000
GOOG
Alphabet
4.7218 of 5 stars
$339.08
+1.6%
$415.55
+22.6%
+37.9%$4.15T$402.84B17.03190,200
MAR
Marriott International
4.3095 of 5 stars
$336.07
+0.9%
$385.65
+14.8%
+25.4%$87.64B$26.19B34.83414,000

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This page (NASDAQ:BKNG) was last updated on 9/11/2026 by MarketBeat.com Staff.
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