Go Pro

Booking (BKNG) Competitors

Booking logo
$211.64 -0.62 (-0.29%)
As of 10:44 AM Eastern
This is a fair market value price provided by Massive. Learn more.

BKNG vs. ABNB, EXPE, HLT, 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), Hilton Worldwide (HLT), Marriott International (MAR), and Royal Caribbean Cruises (RCL). Companies are selected based on similarities in market, industry, and size. These companies are all part of the "hotels, resorts & cruise lines" industry.

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

In the previous week, Airbnb had 78 more articles in the media than Booking. MarketBeat recorded 141 mentions for Airbnb and 63 mentions for Booking. Booking's average media sentiment score of 1.18 beat Airbnb's score of 0.73 indicating that Booking is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Airbnb
62 Very Positive mention(s)
25 Positive mention(s)
30 Neutral mention(s)
2 Negative mention(s)
5 Very Negative mention(s)
Positive
Booking
44 Very Positive mention(s)
5 Positive mention(s)
11 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

Airbnb currently has a consensus target price of $172.00, indicating a potential downside of 5.49%. Booking has a consensus target price of $235.72, indicating a potential upside of 11.37%. 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)
12 Hold rating(s)
23 Buy rating(s)
2 Strong Buy rating(s)
2.64
Booking
0 Sell rating(s)
8 Hold rating(s)
27 Buy rating(s)
1 Strong Buy rating(s)
2.81

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

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$12.24B8.96$2.51B$4.4041.36
Booking$26.92B5.91$5.40B$9.0423.41

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

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

In the previous week, Booking had 36 more articles in the media than Expedia Group. MarketBeat recorded 63 mentions for Booking and 27 mentions for Expedia Group. Booking's average media sentiment score of 1.18 beat Expedia Group's score of 0.90 indicating that Booking is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Booking
44 Very Positive mention(s)
5 Positive mention(s)
11 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Expedia Group
10 Very Positive mention(s)
5 Positive mention(s)
7 Neutral mention(s)
1 Negative mention(s)
0 Very Negative mention(s)
Positive

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 insiders. Comparatively, 5.2% of Expedia Group 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.

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

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$26.92B5.91$5.40B$9.0423.41
Expedia Group$14.73B2.70$1.29B$16.0420.21

Booking pays an annual dividend of $1.68 per share and has a dividend yield of 0.8%. Expedia Group pays an annual dividend of $1.92 per share and has a dividend yield of 0.6%. 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 currently has a consensus price target of $235.72, suggesting a potential upside of 11.37%. Expedia Group has a consensus price target of $311.76, suggesting a potential downside of 3.82%. Given Booking's stronger consensus rating and higher probable upside, equities research analysts plainly believe Booking is more favorable than Expedia Group.

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
Expedia Group
0 Sell rating(s)
22 Hold rating(s)
17 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%

Summary

Booking beats Expedia Group on 15 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 both large-cap consumer discretionary companies, but which is the superior business? We will contrast the two companies based on the strength of their valuation, media sentiment, earnings, profitability, analyst recommendations, risk, institutional ownership and dividends.

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 0.8%. Hilton Worldwide pays out 8.8% 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.

95.9% of Hilton Worldwide shares are owned by institutional investors. Comparatively, 92.4% of Booking shares are owned by institutional investors. 2.7% of Hilton Worldwide 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 will outperform the market over the long term.

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

Hilton Worldwide currently has a consensus target price of $354.18, suggesting a potential upside of 9.55%. Booking has a consensus target price of $235.72, suggesting a potential upside of 11.37%. Given Booking's stronger consensus rating and higher probable 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)
7 Hold rating(s)
16 Buy rating(s)
1 Strong Buy rating(s)
2.75
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 Hilton Worldwide's net margin of 12.69%. Hilton Worldwide's return on equity of -35.24% beat Booking's return on equity.

Company Net Margins Return on Equity Return on Assets
Hilton Worldwide12.69% -35.24% 11.84%
Booking 25.53%-102.96%26.60%

In the previous week, Booking had 35 more articles in the media than Hilton Worldwide. MarketBeat recorded 63 mentions for Booking and 28 mentions for Hilton Worldwide. Booking's average media sentiment score of 1.18 beat Hilton Worldwide's score of 0.25 indicating that Booking is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Hilton Worldwide
5 Very Positive mention(s)
2 Positive mention(s)
4 Neutral mention(s)
2 Negative mention(s)
0 Very Negative mention(s)
Neutral
Booking
44 Very Positive mention(s)
5 Positive mention(s)
11 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

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$12.04B6.04$1.46B$6.8147.48
Booking$26.92B5.91$5.40B$9.0423.41

Summary

Booking beats Hilton Worldwide on 13 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 superior stock? We will contrast the two companies based on the strength of their valuation, dividends, earnings, analyst recommendations, profitability, media sentiment, institutional ownership and risk.

Booking pays an annual dividend of $1.68 per share and has a dividend yield of 0.8%. Marriott International pays an annual dividend of $2.92 per share and has a dividend yield of 0.8%. 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. Marriott International is clearly the better dividend stock, given its higher yield and longer track record of dividend growth.

92.4% of Booking shares are owned by institutional investors. Comparatively, 70.7% of Marriott International shares are owned by institutional investors. 0.2% of Booking shares are owned by insiders. Comparatively, 11.4% of Marriott International shares are owned 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 presently has a consensus target price of $235.72, suggesting a potential upside of 11.37%. Marriott International has a consensus target price of $386.65, suggesting a potential upside of 8.91%. 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
Booking
0 Sell rating(s)
8 Hold rating(s)
27 Buy rating(s)
1 Strong Buy rating(s)
2.81
Marriott International
0 Sell rating(s)
9 Hold rating(s)
10 Buy rating(s)
1 Strong Buy rating(s)
2.60

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$26.92B5.91$5.40B$9.0423.41
Marriott International$26.19B3.54$2.60B$9.6536.79

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

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%

In the previous week, Booking had 46 more articles in the media than Marriott International. MarketBeat recorded 63 mentions for Booking and 17 mentions for Marriott International. Booking's average media sentiment score of 1.18 beat Marriott International's score of 0.90 indicating that Booking is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Booking
44 Very Positive mention(s)
5 Positive mention(s)
11 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Marriott International
7 Very Positive mention(s)
4 Positive mention(s)
1 Neutral mention(s)
1 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?

Royal Caribbean Cruises (NYSE:RCL) and Booking (NASDAQ:BKNG) 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 risk, dividends, analyst recommendations, institutional ownership, media sentiment, valuation, earnings and profitability.

Royal Caribbean Cruises currently has a consensus price target of $353.40, indicating a potential upside of 14.17%. Booking has a consensus price target of $235.72, indicating a potential upside of 11.37%. Given Royal Caribbean Cruises' higher possible 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)
7 Hold rating(s)
14 Buy rating(s)
1 Strong Buy rating(s)
2.73
Booking
0 Sell rating(s)
8 Hold rating(s)
27 Buy rating(s)
1 Strong Buy rating(s)
2.81

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$17.94B4.62$4.27B$16.1819.13
Booking$26.92B5.91$5.40B$9.0423.41

Royal Caribbean Cruises has a beta of 1.77, meaning that its share price is 77% 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.

In the previous week, Booking had 35 more articles in the media than Royal Caribbean Cruises. MarketBeat recorded 63 mentions for Booking and 28 mentions for Royal Caribbean Cruises. Booking's average media sentiment score of 1.18 beat Royal Caribbean Cruises' score of 0.61 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
7 Very Positive mention(s)
5 Positive mention(s)
5 Neutral mention(s)
0 Negative mention(s)
1 Very Negative mention(s)
Positive
Booking
44 Very Positive mention(s)
5 Positive mention(s)
11 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

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%

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

Royal Caribbean Cruises pays an annual dividend of $6.00 per share and has a dividend yield of 1.9%. Booking pays an annual dividend of $1.68 per share and has a dividend yield of 0.8%. 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.

Summary

Booking beats Royal Caribbean Cruises on 12 of the 18 factors compared between the two stocks.

Get Booking News Delivered to You Automatically

Sign up to receive the latest news and ratings for BKNG and its competitors with MarketBeat's FREE daily newsletter.

Subscribe Now
SMS is currently available in Australia, Belgium, Canada, France, Germany, Ireland, Italy, New Zealand, the Netherlands, Singapore, South Africa, Spain, Switzerland, the United Kingdom, and the United States. By entering your phone number and clicking the sign-up button, you agree to receive periodic text messages from MarketBeat at the phone number you submitted, including texts that may be sent using an automatic telephone dialing system. Message and data rates may apply. Message frequency will vary. Messages will consist of stock alerts, news stories, and partner advertisements/offers. Consent is not a condition of the purchase of any goods or services. Text HELP for help/customer support. Unsubscribe at any time by replying "STOP" to any text message that you receive from MarketBeat or by visiting our mailing preferences page. Read our full terms of service and privacy policy.

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.
Skip Chart

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.
Skip Chart

BKNG vs. The Competition

MetricBookingHotels, Restaurants & Leisure IndustryConsumer Discretionary SectorNASDAQ Exchange
Market Cap$159.20B$8.35B$13.15B$13.07B
Dividend Yield0.79%3.75%55.49%10.74%
P/E Ratio23.4523.2546.6825.20
Price / Sales5.91340.2290.85105.94
Price / Cash20.3622.1126.2950.58
Price / Book-14.755.074.516.27
Net Income$5.40B$261.42M$443.65M$347.55M
7 Day Performance2.05%1.32%0.45%1.95%
1 Month Performance20.39%1.64%2.06%1.10%
1 Year Performance-2.88%-3.05%0.43%19.62%

Booking Competitors List

CompanyMarketRankShare PriceAnalysts' Price Target1Y Price PerformanceMarket CapRevenueP/E RatioEmployee CountIndicator(s)
BKNG
Booking
4.5234 of 5 stars
$211.65
-0.3%
$235.72
+11.4%
-2.8%$159.20B$26.92B23.4524,300
ABNB
Airbnb
3.9353 of 5 stars
$151.64
-0.6%
$160.65
+5.9%
+48.1%$91.39B$12.65B37.358,200
EXPE
Expedia Group
4.5722 of 5 stars
$306.57
-4.1%
$306.82
+0.1%
+60.2%$37.57B$15.17B26.9916,000
HLT
Hilton Worldwide
4.2192 of 5 stars
$321.92
-0.8%
$353.05
+9.7%
+20.1%$72.45B$12.49B47.27182,000
MAR
Marriott International
4.6858 of 5 stars
$359.67
-0.5%
$386.65
+7.5%
+33.8%$93.79B$26.90B37.27414,000

Related Companies and Tools


This page (NASDAQ:BKNG) was last updated on 8/13/2026 by MarketBeat.com Staff.
From Our Partners