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Booking (BKNG) Competitors

Booking logo
$161.06 0.00 (0.00%)
Closing price 05/22/2026 04:00 PM Eastern
Extended Trading
$160.55 -0.51 (-0.32%)
As of 05/22/2026 07:49 PM Eastern
Extended trading is trading that happens on electronic markets outside of regular trading hours. This is a fair market value extended hours price provided by Massive. Learn more.

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?

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

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$27.69B4.51$5.40B$7.6021.19
Airbnb$12.24B6.52$2.51B$4.0632.60

In the previous week, Airbnb had 29 more articles in the media than Booking. MarketBeat recorded 50 mentions for Airbnb and 21 mentions for Booking. Airbnb's average media sentiment score of 0.80 beat Booking's score of 0.59 indicating that Airbnb is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Booking
9 Very Positive mention(s)
1 Positive mention(s)
10 Neutral mention(s)
1 Negative mention(s)
0 Very Negative mention(s)
Positive
Airbnb
30 Very Positive mention(s)
8 Positive mention(s)
6 Neutral mention(s)
2 Negative mention(s)
1 Very Negative mention(s)
Positive

Booking currently has a consensus target price of $227.14, suggesting a potential upside of 41.03%. Airbnb has a consensus target price of $157.67, suggesting a potential upside of 19.13%. Given Booking's stronger consensus rating and higher probable upside, equities 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)
28 Buy rating(s)
1 Strong Buy rating(s)
2.81
Airbnb
1 Sell rating(s)
13 Hold rating(s)
21 Buy rating(s)
2 Strong Buy rating(s)
2.65

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

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
Booking22.23% -117.14% 25.85%
Airbnb 19.90%31.24%10.16%

Booking has a beta of 1.1, indicating that its share price is 10% more volatile than the broader market. Comparatively, Airbnb has a beta of 1.2, indicating that its share price is 20% more volatile than the broader market.

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

In the previous week, Expedia Group had 9 more articles in the media than Booking. MarketBeat recorded 30 mentions for Expedia Group and 21 mentions for Booking. Booking's average media sentiment score of 0.59 beat Expedia Group's score of 0.46 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)
5 Positive mention(s)
11 Neutral mention(s)
1 Negative mention(s)
1 Very Negative mention(s)
Neutral
Booking
9 Very Positive mention(s)
1 Positive mention(s)
10 Neutral mention(s)
1 Negative mention(s)
0 Very Negative mention(s)
Positive

Expedia Group pays an annual dividend of $1.92 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 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 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
Expedia Group$15.17B1.73$1.29B$11.3618.90
Booking$27.69B4.51$5.40B$7.6021.19

Expedia Group currently has a consensus target price of $284.42, suggesting a potential upside of 32.51%. Booking has a consensus target price of $227.14, suggesting a potential upside of 41.03%. 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)
23 Hold rating(s)
16 Buy rating(s)
0 Strong Buy rating(s)
2.41
Booking
0 Sell rating(s)
8 Hold rating(s)
28 Buy rating(s)
1 Strong Buy rating(s)
2.81

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

Expedia Group has a beta of 1.3, suggesting that its share price is 30% more volatile than the broader market. Comparatively, Booking has a beta of 1.1, suggesting that its share price is 10% more volatile than the broader market.

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%

Summary

Booking beats Expedia Group on 14 of the 20 factors compared between the two stocks.

How does Booking compare to Marriott International?

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

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 insiders. Comparatively, 11.4% of Marriott International shares are held by insiders. Strong institutional ownership is an indication that hedge funds, large money managers and endowments believe a stock is poised for long-term growth.

In the previous week, Marriott International had 20 more articles in the media than Booking. MarketBeat recorded 41 mentions for Marriott International and 21 mentions for Booking. Marriott International's average media sentiment score of 0.73 beat Booking's score of 0.59 indicating that Marriott International is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Booking
9 Very Positive mention(s)
1 Positive mention(s)
10 Neutral mention(s)
1 Negative mention(s)
0 Very Negative mention(s)
Positive
Marriott International
20 Very Positive mention(s)
2 Positive mention(s)
6 Neutral mention(s)
0 Negative mention(s)
1 Very Negative mention(s)
Positive

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$27.69B4.51$5.40B$7.6021.19
Marriott International$26.19B3.72$2.60B$9.5338.74

Booking currently has a consensus target price of $227.14, indicating a potential upside of 41.03%. Marriott International has a consensus target price of $381.64, indicating a potential upside of 3.38%. Given Booking's stronger consensus rating and higher possible upside, equities research analysts plainly 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)
28 Buy rating(s)
1 Strong Buy rating(s)
2.81
Marriott International
0 Sell rating(s)
7 Hold rating(s)
8 Buy rating(s)
0 Strong Buy rating(s)
2.53

Booking has a beta of 1.1, indicating that its stock price is 10% 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.

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 $2.68 per share and has a dividend yield of 0.7%. Booking pays out 22.1% of its earnings in the form of a dividend. Marriott International pays out 28.1% 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 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 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
Booking22.23% -117.14% 25.85%
Marriott International 9.72%-80.97%10.21%

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

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

Hilton Worldwide presently has a consensus price target of $348.55, suggesting a potential upside of 8.47%. Booking has a consensus price target of $227.14, suggesting a potential upside of 41.03%. 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)
9 Hold rating(s)
14 Buy rating(s)
0 Strong Buy rating(s)
2.61
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 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$12.04B6.08$1.46B$6.5549.06
Booking$27.69B4.51$5.40B$7.6021.19

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%

In the previous week, Booking had 13 more articles in the media than Hilton Worldwide. MarketBeat recorded 21 mentions for Booking and 8 mentions for Hilton Worldwide. Hilton Worldwide's average media sentiment score of 0.78 beat Booking's score of 0.59 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
2 Very Positive mention(s)
2 Positive mention(s)
4 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Booking
9 Very Positive mention(s)
1 Positive mention(s)
10 Neutral mention(s)
1 Negative mention(s)
0 Very Negative mention(s)
Positive

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 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.

Hilton Worldwide has a beta of 1.06, suggesting that its stock price is 6% more volatile than the broader market. Comparatively, Booking has a beta of 1.1, suggesting that its stock price is 10% more volatile than the broader market.

Summary

Booking beats Hilton Worldwide on 13 of the 20 factors compared between the two stocks.

How does Booking compare to Netflix?

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

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

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

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Netflix$46.89B7.96$10.98B$3.1028.58
Booking$27.69B4.51$5.40B$7.6021.19

Netflix has a beta of 1.55, meaning that its stock price is 55% more volatile than the broader market. Comparatively, Booking has a beta of 1.1, meaning that its stock price is 10% more volatile than the broader market.

Netflix currently has a consensus target price of $114.82, suggesting a potential upside of 29.60%. Booking has a consensus target price of $227.14, suggesting a potential upside of 41.03%. Given Booking's stronger consensus rating and higher possible upside, analysts clearly believe Booking is more favorable than Netflix.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Netflix
0 Sell rating(s)
16 Hold rating(s)
34 Buy rating(s)
2 Strong Buy rating(s)
2.73
Booking
0 Sell rating(s)
8 Hold rating(s)
28 Buy rating(s)
1 Strong Buy rating(s)
2.81

Netflix has a net margin of 28.52% compared to Booking's net margin of 22.23%. Netflix's return on equity of 40.92% beat Booking's return on equity.

Company Net Margins Return on Equity Return on Assets
Netflix28.52% 40.92% 19.79%
Booking 22.23%-117.14%25.85%

In the previous week, Netflix had 135 more articles in the media than Booking. MarketBeat recorded 156 mentions for Netflix and 21 mentions for Booking. Netflix's average media sentiment score of 1.22 beat Booking's score of 0.59 indicating that Netflix is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Netflix
114 Very Positive mention(s)
22 Positive mention(s)
15 Neutral mention(s)
4 Negative mention(s)
0 Very Negative mention(s)
Positive
Booking
9 Very Positive mention(s)
1 Positive mention(s)
10 Neutral mention(s)
1 Negative mention(s)
0 Very Negative mention(s)
Positive

Summary

Netflix beats Booking on 12 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$124.80B$71.03B$26.99B$12.32B
Dividend Yield1.05%1.30%178.41%5.28%
P/E Ratio21.1916.2919.8125.66
Price / Sales4.5113.114.0998.58
Price / Cash15.4028.2614.9556.67
Price / Book-14.307.445.197.14
Net Income$5.40B$2.43B$957.86M$335.98M
7 Day Performance3.86%1.94%2.08%3.56%
1 Month Performance-10.65%-8.06%-0.78%2.54%
1 Year Performance-24.50%-4.86%1.97%35.05%

Booking Competitors List

CompanyMarketRankShare PriceAnalysts' Price Target1Y Price PerformanceMarket CapRevenueP/E RatioEmployee CountIndicator(s)
BKNG
Booking
4.8995 of 5 stars
$161.06
flat
$227.14
+41.0%
-24.5%$124.80B$27.69B21.1924,300
ABNB
Airbnb
4.4181 of 5 stars
$133.67
+0.5%
$157.67
+18.0%
+4.4%$81.37B$12.65B32.928,200
EXPE
Expedia Group
4.9325 of 5 stars
$217.17
-0.2%
$284.06
+30.8%
+35.0%$26.61B$14.73B19.1216,000
MAR
Marriott International
3.5328 of 5 stars
$353.47
+0.9%
$373.93
+5.8%
+43.2%$93.21B$26.19B37.09414,000
HLT
Hilton Worldwide
3.6524 of 5 stars
$316.26
+1.6%
$348.64
+10.2%
+31.2%$72.00B$12.28B48.28182,000

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This page (NASDAQ:BKNG) was last updated on 5/25/2026 by MarketBeat.com Staff.
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