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Booking (BKNG) Competitors

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$172.83 -5.03 (-2.83%)
Closing price 07/23/2026 04:00 PM Eastern
Extended Trading
$173.48 +0.65 (+0.38%)
As of 08:25 AM Eastern
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BKNG vs. ABNB, EXPE, MAR, HLT, and NFLX

Should you buy Booking stock or one of its competitors? MarketBeat compares Booking with other companies and stocks that may be similar based on industry, sector, market capitalization, business model, investor interest, or shared news coverage. Companies and stocks commonly compared with Booking include Airbnb (ABNB), Expedia Group (EXPE), Marriott International (MAR), Hilton Worldwide (HLT), and Netflix (NFLX).

How does Booking compare to Airbnb?

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

Booking has a net margin of 22.23% compared to Airbnb's net margin of 19.90%. Airbnb's return on equity of 31.24% beat Booking's return on equity.

Company Net Margins Return on Equity Return on Assets
Airbnb19.90% 31.24% 10.16%
Booking 22.23%-117.14%25.85%

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$12.24B6.77$2.51B$4.0633.88
Booking$26.92B4.98$5.40B$7.6022.74

Airbnb presently has a consensus target price of $159.65, indicating a potential upside of 16.05%. Booking has a consensus target price of $227.05, indicating a potential upside of 31.37%. 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
1 Sell rating(s)
13 Hold rating(s)
23 Buy rating(s)
2 Strong Buy rating(s)
2.67
Booking
0 Sell rating(s)
8 Hold rating(s)
28 Buy rating(s)
1 Strong Buy rating(s)
2.81

In the previous week, Airbnb had 16 more articles in the media than Booking. MarketBeat recorded 38 mentions for Airbnb and 22 mentions for Booking. Airbnb's average media sentiment score of 1.09 beat Booking's score of 0.78 indicating that Airbnb is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Airbnb
26 Very Positive mention(s)
3 Positive mention(s)
9 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Booking
13 Very Positive mention(s)
2 Positive mention(s)
5 Neutral mention(s)
2 Negative mention(s)
0 Very Negative mention(s)
Positive

Airbnb has a beta of 1.14, meaning that its share price is 14% 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.

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

Summary

Booking beats Airbnb on 9 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 retail/wholesale companies, but which is the superior business? We will compare the two companies based on the strength of their analyst recommendations, profitability, valuation, institutional ownership, earnings, dividends, risk and media sentiment.

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$14.73B2.14$1.29B$11.3622.68
Booking$26.92B4.98$5.40B$7.6022.74

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 16.9% of its earnings in the form of a dividend. Booking pays out 22.1% 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. Booking is clearly the better dividend stock, given its higher yield and longer track record of dividend growth.

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 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 will outperform the market over the long term.

Booking has a net margin of 22.23% compared to Expedia Group's net margin of 9.81%. Expedia Group's return on equity of 84.33% beat Booking's return on equity.

Company Net Margins Return on Equity Return on Assets
Expedia Group9.81% 84.33% 7.42%
Booking 22.23%-117.14%25.85%

In the previous week, Expedia Group had 5 more articles in the media than Booking. MarketBeat recorded 27 mentions for Expedia Group and 22 mentions for Booking. Expedia Group's average media sentiment score of 1.18 beat Booking's score of 0.78 indicating that Expedia Group is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Expedia Group
19 Very Positive mention(s)
2 Positive mention(s)
5 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Booking
13 Very Positive mention(s)
2 Positive mention(s)
5 Neutral mention(s)
2 Negative mention(s)
0 Very Negative mention(s)
Positive

Expedia Group has a beta of 1.23, suggesting that its stock price is 23% more volatile than the broader market. Comparatively, Booking has a beta of 1.07, suggesting that its stock price is 7% more volatile than the broader market.

Expedia Group currently has a consensus price target of $288.64, indicating a potential upside of 12.04%. Booking has a consensus price target of $227.05, indicating a potential upside of 31.37%. Given Booking's stronger consensus rating and higher possible 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)
22 Hold rating(s)
17 Buy rating(s)
0 Strong Buy rating(s)
2.44
Booking
0 Sell rating(s)
8 Hold rating(s)
28 Buy rating(s)
1 Strong Buy rating(s)
2.81

Summary

Booking beats Expedia Group on 13 of the 20 factors compared between the two stocks.

How does Booking compare to Marriott International?

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

Booking has a net margin of 22.23% compared to Marriott International's net margin of 9.72%. Marriott International's return on equity of -80.97% beat Booking's return on equity.

Company Net Margins Return on Equity Return on Assets
Marriott International9.72% -80.97% 10.21%
Booking 22.23%-117.14%25.85%

Marriott International pays an annual dividend of $2.92 per share and has a dividend yield of 0.8%. Booking pays an annual dividend of $1.68 per share and has a dividend yield of 1.0%. Marriott International pays out 30.6% of its earnings in the form of a dividend. Booking pays out 22.1% 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. Marriott International has increased its dividend for 3 consecutive years and Booking has increased its dividend for 1 consecutive years. Booking is clearly the better dividend stock, given its higher yield and lower payout ratio.

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

In the previous week, Marriott International had 21 more articles in the media than Booking. MarketBeat recorded 43 mentions for Marriott International and 22 mentions for Booking. Marriott International's average media sentiment score of 0.98 beat Booking's score of 0.78 indicating that Marriott International is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Marriott International
20 Very Positive mention(s)
7 Positive mention(s)
11 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Booking
13 Very Positive mention(s)
2 Positive mention(s)
5 Neutral mention(s)
2 Negative mention(s)
0 Very Negative mention(s)
Positive

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

Marriott International currently has a consensus price target of $388.59, indicating a potential upside of 6.62%. Booking has a consensus price target of $227.05, indicating a potential upside of 31.37%. Given Booking's stronger consensus rating and higher possible 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)
9 Buy rating(s)
0 Strong Buy rating(s)
2.50
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$26.19B3.67$2.60B$9.5338.24
Booking$26.92B4.98$5.40B$7.6022.74

Summary

Booking beats Marriott International on 12 of the 20 factors compared between the two stocks.

How does Booking compare to Hilton Worldwide?

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

Hilton Worldwide has a beta of 1.05, suggesting that its share price is 5% 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.

Hilton Worldwide pays an annual dividend of $0.60 per share and has a dividend yield of 0.2%. Booking pays an annual dividend of $1.68 per share and has a dividend yield of 1.0%. Hilton Worldwide pays out 9.2% of its earnings in the form of a dividend. Booking pays out 22.1% 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. 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 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
Hilton Worldwide$12.04B6.05$1.46B$6.5548.87
Booking$26.92B4.98$5.40B$7.6022.74

95.9% of Hilton Worldwide shares are held by institutional investors. Comparatively, 92.4% of Booking shares are held by institutional investors. 2.7% of Hilton Worldwide 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 company is poised for long-term growth.

Booking has a net margin of 22.23% compared to Hilton Worldwide's net margin of 12.56%. Hilton Worldwide's return on equity of -38.21% beat Booking's return on equity.

Company Net Margins Return on Equity Return on Assets
Hilton Worldwide12.56% -38.21% 12.04%
Booking 22.23%-117.14%25.85%

Hilton Worldwide presently has a consensus target price of $350.36, suggesting a potential upside of 9.46%. Booking has a consensus target price of $227.05, suggesting a potential upside of 31.37%. Given Booking's stronger consensus rating and higher possible upside, analysts clearly believe Booking is more favorable than Hilton Worldwide.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Hilton Worldwide
0 Sell rating(s)
8 Hold rating(s)
14 Buy rating(s)
0 Strong Buy rating(s)
2.64
Booking
0 Sell rating(s)
8 Hold rating(s)
28 Buy rating(s)
1 Strong Buy rating(s)
2.81

In the previous week, Hilton Worldwide had 14 more articles in the media than Booking. MarketBeat recorded 36 mentions for Hilton Worldwide and 22 mentions for Booking. Hilton Worldwide's average media sentiment score of 1.07 beat Booking's score of 0.78 indicating that Hilton Worldwide is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Hilton Worldwide
20 Very Positive mention(s)
6 Positive mention(s)
7 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Booking
13 Very Positive mention(s)
2 Positive mention(s)
5 Neutral mention(s)
2 Negative mention(s)
0 Very Negative mention(s)
Positive

Summary

Booking beats Hilton Worldwide on 12 of the 20 factors compared between the two stocks.

How does Booking compare to Netflix?

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

Booking presently has a consensus target price of $227.05, indicating a potential upside of 31.37%. Netflix has a consensus target price of $103.48, indicating a potential upside of 50.21%. Given Netflix's higher possible upside, analysts plainly believe Netflix 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
Netflix
1 Sell rating(s)
17 Hold rating(s)
33 Buy rating(s)
4 Strong Buy rating(s)
2.73

Netflix has a net margin of 28.22% compared to Booking's net margin of 22.23%. Netflix's return on equity of 40.02% beat Booking's return on equity.

Company Net Margins Return on Equity Return on Assets
Booking22.23% -117.14% 25.85%
Netflix 28.22%40.02%19.81%

In the previous week, Netflix had 199 more articles in the media than Booking. MarketBeat recorded 221 mentions for Netflix and 22 mentions for Booking. Booking's average media sentiment score of 0.78 beat Netflix's score of 0.31 indicating that Booking is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Booking
13 Very Positive mention(s)
2 Positive mention(s)
5 Neutral mention(s)
2 Negative mention(s)
0 Very Negative mention(s)
Positive
Netflix
83 Very Positive mention(s)
42 Positive mention(s)
31 Neutral mention(s)
44 Negative mention(s)
16 Very Negative mention(s)
Neutral

Netflix has higher revenue and earnings than Booking. Netflix 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$26.92B4.98$5.40B$7.6022.74
Netflix$45.18B6.35$10.98B$3.1821.66

92.4% of Booking shares are owned by institutional investors. Comparatively, 80.9% of Netflix shares are owned by institutional investors. 0.2% of Booking shares are owned by insiders. Comparatively, 1.2% of Netflix shares are owned by 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.

Booking has a beta of 1.07, suggesting that its stock price is 7% more volatile than the broader market. Comparatively, Netflix has a beta of 1.52, suggesting that its stock price is 52% more volatile than the broader market.

Summary

Netflix beats Booking on 11 of the 17 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

MetricBookingINTERNET COMMERCE IndustryRetail SectorNASDAQ Exchange
Market Cap$137.82B$72.40B$27.06B$12.60B
Dividend Yield0.94%1.70%176.87%9.43%
P/E Ratio22.7317.4521.0623.83
Price / Sales4.9810.573.4591.18
Price / Cash17.0120.9317.7559.93
Price / Book-24.984.756.296.10
Net Income$5.40B$2.46B$954.23M$331.84M
7 Day Performance-4.87%-3.55%-2.83%-1.15%
1 Month Performance-4.43%-4.42%-2.60%-2.74%
1 Year Performance-23.53%-24.88%-5.67%14.97%

Booking Competitors List

CompanyMarketRankShare PriceAnalysts' Price Target1Y Price PerformanceMarket CapRevenueP/E RatioEmployee CountIndicator(s)
BKNG
Booking
4.7831 of 5 stars
$172.83
-2.8%
$227.05
+31.4%
-24.7%$137.82B$26.92B22.7324,300
ABNB
Airbnb
4.4891 of 5 stars
$147.80
-0.4%
$159.84
+8.1%
-1.6%$89.08B$12.65B36.408,200
EXPE
Expedia Group
4.1994 of 5 stars
$270.95
+1.4%
$288.82
+6.6%
+34.0%$33.20B$15.17B23.8516,000
MAR
Marriott International
4.2755 of 5 stars
$371.14
+0.6%
$384.93
+3.7%
+33.3%$97.87B$26.58B38.94414,000
HLT
Hilton Worldwide
4.2548 of 5 stars
$322.89
-1.7%
$349.59
+8.3%
+20.0%$73.51B$12.04B49.30182,000

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This page (NASDAQ:BKNG) was last updated on 7/24/2026 by MarketBeat.com Staff.
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