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Booking (BKNG) Competitors

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$157.44 -0.99 (-0.63%)
As of 11:25 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 superior investment? We will compare the two businesses based on the strength of their media sentiment, dividends, risk, analyst recommendations, earnings, valuation, profitability and institutional ownership.

In the previous week, Airbnb and Airbnb both had 29 articles in the media. Airbnb's average media sentiment score of 0.80 beat Booking's score of 0.57 indicating that Airbnb is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Airbnb
14 Very Positive mention(s)
4 Positive mention(s)
10 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Booking
8 Very Positive mention(s)
7 Positive mention(s)
10 Neutral mention(s)
2 Negative mention(s)
0 Very Negative mention(s)
Positive

Airbnb has a beta of 1.24, meaning that its stock price is 24% more volatile than the broader market. Comparatively, Booking has a beta of 1.13, meaning that its stock price is 13% 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 large money managers, endowments and hedge funds believe a company is poised for long-term growth.

Airbnb presently has a consensus target price of $181.93, indicating a potential upside of 11.27%. Booking has a consensus target price of $233.95, indicating a potential upside of 47.67%. Given Booking's stronger consensus rating and higher possible 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)
7 Hold rating(s)
26 Buy rating(s)
3 Strong Buy rating(s)
2.84

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$12.24B8.00$2.51B$4.4037.16
Booking$28.24B4.22$5.40B$9.0417.53

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 9 of the 16 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 profitability, media sentiment, valuation, earnings, institutional ownership, analyst recommendations, risk and dividends.

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 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 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$28.24B4.22$5.40B$9.0417.53
Expedia Group$15.70B2.05$1.29B$16.0416.74

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

In the previous week, Booking had 11 more articles in the media than Expedia Group. MarketBeat recorded 29 mentions for Booking and 18 mentions for Expedia Group. Booking's average media sentiment score of 0.57 beat Expedia Group's score of 0.53 indicating that Booking is being referred to more favorably in the media.

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

Booking presently has a consensus price target of $233.95, suggesting a potential upside of 47.67%. Expedia Group has a consensus price target of $315.24, suggesting a potential upside of 17.42%. Given Booking's stronger consensus rating and higher probable upside, research analysts plainly 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)
7 Hold rating(s)
26 Buy rating(s)
3 Strong Buy rating(s)
2.84
Expedia Group
1 Sell rating(s)
21 Hold rating(s)
18 Buy rating(s)
0 Strong Buy rating(s)
2.43

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

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

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 1.1%. 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 increased its dividend for 1 consecutive years and Booking has increased its dividend for 1 consecutive years.

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%

Alphabet presently has a consensus target price of $421.95, indicating a potential upside of 20.91%. Booking has a consensus target price of $233.95, indicating a potential upside of 47.67%. Given Booking's higher possible upside, analysts clearly believe Booking is more favorable than Alphabet.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Alphabet
0 Sell rating(s)
3 Hold rating(s)
35 Buy rating(s)
6 Strong Buy rating(s)
3.07
Booking
1 Sell rating(s)
7 Hold rating(s)
26 Buy rating(s)
3 Strong Buy rating(s)
2.84

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

In the previous week, Alphabet had 126 more articles in the media than Booking. MarketBeat recorded 155 mentions for Alphabet and 29 mentions for Booking. Alphabet's average media sentiment score of 0.70 beat Booking's score of 0.57 indicating that Alphabet is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Alphabet
86 Very Positive mention(s)
17 Positive mention(s)
38 Neutral mention(s)
8 Negative mention(s)
5 Very Negative mention(s)
Positive
Booking
8 Very Positive mention(s)
7 Positive mention(s)
10 Neutral mention(s)
2 Negative mention(s)
0 Very Negative mention(s)
Positive

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

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Alphabet$402.84B10.59$132.17B$19.9117.53
Booking$28.24B4.22$5.40B$9.0417.53

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

Marriott International (NASDAQ:MAR) 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 profitability, institutional ownership, media sentiment, valuation, earnings, dividends, analyst recommendations and risk.

Marriott International currently has a consensus target price of $380.00, suggesting a potential upside of 2.90%. Booking has a consensus target price of $233.95, suggesting a potential upside of 47.67%. 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
1 Sell rating(s)
11 Hold rating(s)
12 Buy rating(s)
2 Strong Buy rating(s)
2.58
Booking
1 Sell rating(s)
7 Hold rating(s)
26 Buy rating(s)
3 Strong Buy rating(s)
2.84

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 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 1.1%. 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. Booking is clearly the better dividend stock, given its higher yield and lower payout ratio.

Marriott International has a beta of 1.17, meaning that its share price is 17% more volatile than the broader market. Comparatively, Booking has a beta of 1.13, meaning that its share price is 13% 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
Marriott International$26.19B3.68$2.60B$9.6538.27
Booking$28.24B4.22$5.40B$9.0417.53

In the previous week, Booking had 14 more articles in the media than Marriott International. MarketBeat recorded 29 mentions for Booking and 15 mentions for Marriott International. Booking's average media sentiment score of 0.57 beat Marriott International's score of 0.48 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
3 Very Positive mention(s)
2 Positive mention(s)
8 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Neutral
Booking
8 Very Positive mention(s)
7 Positive mention(s)
10 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 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.

Summary

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

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$28.24B4.22$5.40B$9.0417.53
Royal Caribbean Cruises$17.94B4.18$4.27B$16.1817.34

In the previous week, Booking had 4 more articles in the media than Royal Caribbean Cruises. MarketBeat recorded 29 mentions for Booking and 25 mentions for Royal Caribbean Cruises. Booking's average media sentiment score of 0.57 beat Royal Caribbean Cruises' score of 0.46 indicating that Booking is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Booking
8 Very Positive mention(s)
7 Positive mention(s)
10 Neutral mention(s)
2 Negative mention(s)
0 Very Negative mention(s)
Positive
Royal Caribbean Cruises
7 Very Positive mention(s)
4 Positive mention(s)
11 Neutral mention(s)
2 Negative mention(s)
0 Very Negative mention(s)
Neutral

Booking presently has a consensus price target of $233.95, suggesting a potential upside of 47.67%. Royal Caribbean Cruises has a consensus price target of $350.88, suggesting a potential upside of 25.07%. Given Booking's stronger consensus rating and higher possible upside, analysts plainly believe Booking is more favorable than Royal Caribbean Cruises.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Booking
1 Sell rating(s)
7 Hold rating(s)
26 Buy rating(s)
3 Strong Buy rating(s)
2.84
Royal Caribbean Cruises
0 Sell rating(s)
8 Hold rating(s)
19 Buy rating(s)
1 Strong Buy rating(s)
2.75

Booking has a beta of 1.13, meaning that its share price is 13% more volatile than the broader market. Comparatively, Royal Caribbean Cruises has a beta of 1.82, meaning that its share price is 82% more volatile than the broader market.

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 hedge funds, large money managers and endowments believe a company will outperform the market over the long term.

Booking pays an annual dividend of $1.68 per share and has a dividend yield of 1.1%. Royal Caribbean Cruises pays an annual dividend of $6.00 per share and has a dividend yield of 2.1%. 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 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%

Summary

Booking beats Royal Caribbean Cruises on 14 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$118.56B$7.35B$12.51B$13.20B
Dividend Yield1.05%3.97%81.83%20.73%
P/E Ratio17.4620.9844.9425.83
Price / Sales4.20322.5084.49102.96
Price / Cash15.3320.5721.6836.12
Price / Book-22.804.323.966.05
Net Income$5.40B$261.14M$443.43M$380.34M
7 Day Performance0.10%0.16%-0.05%-2.37%
1 Month Performance-9.28%-3.43%-2.64%-4.56%
1 Year Performance-24.92%-7.44%-4.79%-2.00%

Booking Competitors List

CompanyMarketRankShare PriceAnalysts' Price Target1Y Price PerformanceMarket CapRevenueP/E RatioEmployee CountIndicator(s)
BKNG
Booking
4.9664 of 5 stars
$157.44
-0.6%
$233.95
+48.6%
-23.3%$118.50B$28.24B17.4524,300
ABNB
Airbnb
4.45 of 5 stars
$160.47
-0.1%
$182.71
+13.9%
+38.3%$96.09B$12.24B36.478,200
EXPE
Expedia Group
4.6827 of 5 stars
$262.67
-0.3%
$316.18
+20.4%
+27.6%$31.53B$14.73B16.3816,000
GOOG
Alphabet
4.625 of 5 stars
$334.93
-1.7%
$419.93
+25.4%
+46.9%$4.10T$402.84B16.82198,933
MAR
Marriott International
3.8111 of 5 stars
$354.79
-0.2%
$385.88
+8.8%
+41.9%$92.52B$26.19B36.77414,000

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This page (NASDAQ:BKNG) was last updated on 10/13/2026 by MarketBeat.com Staff.
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