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Upturn AI SWOT - About
BKNG 
Booking Holdings Inc (BKNG)
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Upturn Advisory Summary
09/17/2025: BKNG (1-star) is currently NOT-A-BUY. Pass it for now.
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
Number of Analysts
39 Analysts rated it
Highly popular stock, broad analyst coverage, trusted insights, strong investor interest.
1 Year Target Price $6111.47
1 Year Target Price $6111.47
| 21 | Strong Buy |
| 6 | Buy |
| 12 | Hold |
| 0 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit 32.28% | Avg. Invested days 54 | Today’s Advisory PASS |
Upturn Star Rating | Upturn Advisory Performance  3.0 | Stock Returns Performance  3.0 |
| Profits based on simulation | Last Close 09/17/2025 |
Key Highlights
Company Size Large-Cap Stock | Market Capitalization 177.44B USD | Price to earnings Ratio 38.17 | 1Y Target Price 6111.47 |
Price to earnings Ratio 38.17 | 1Y Target Price 6111.47 | ||
Volume (30-day avg) 39 | Beta 1.39 | 52 Weeks Range 3957.18 - 5829.38 | Updated Date 09/16/2025 |
52 Weeks Range 3957.18 - 5829.38 | Updated Date 09/16/2025 | ||
Dividends yield (FY) 0.66% | Basic EPS (TTM) 143.44 |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Revenue by Geography
Geography revenue - Year on Year
Earnings Date
Report Date - | When - | Estimate - | Actual - |
Profitability
Profit Margin 19.23% | Operating Margin (TTM) 33.66% |
Management Effectiveness
Return on Assets (TTM) 17.57% | Return on Equity (TTM) 225.74% |
Valuation
Trailing PE 38.17 | Forward PE 21.55 | Enterprise Value 178838444473 | Price to Sales(TTM) 7.09 |
Enterprise Value 178838444473 | Price to Sales(TTM) 7.09 | ||
Enterprise Value to Revenue 7.15 | Enterprise Value to EBITDA 20.84 | Shares Outstanding 32409900 | Shares Floating 32309090 |
Shares Outstanding 32409900 | Shares Floating 32309090 | ||
Percent Insiders 0.17 | Percent Institutions 96.23 |
Upturn AI SWOT
Booking Holdings Inc
Company Overview
History and Background
Booking Holdings Inc. was founded in 1996 as Priceline.com. Initially focusing on airline tickets, it expanded into hotels and other travel services through acquisitions like Booking.com (2005) and Kayak (2013), evolving into a global leader in online travel.
Core Business Areas
- Booking.com: Offers online accommodation reservations with a wide selection of properties worldwide.
- Priceline: Provides online travel deals, including hotels, flights, and rental cars, through opaque pricing and bidding.
- Kayak: Operates a travel search engine that compares prices for flights, hotels, and rental cars from various websites.
- Agoda: Focuses on accommodation reservations, particularly in the Asia-Pacific region.
- OpenTable: Offers online restaurant reservations.
Leadership and Structure
Glenn D. Fogel is the CEO. The company has a hierarchical structure with various departments responsible for each brand and supporting functions like technology, finance, and marketing.
Top Products and Market Share
Key Offerings
- Booking.com: Global accommodation booking platform. Market share is estimated at ~15-20% of the global online travel agency (OTA) market. Competitors: Expedia, Airbnb, hotels.com.
- Priceline: Deals and discounts on travel services. It offers a discount on travel services. Competitors: Expedia, Hotwire, LastMinuteTravel.
- Kayak: Travel metasearch engine. Competitors: Google Flights, Skyscanner, Momondo.
Market Dynamics
Industry Overview
The online travel industry is highly competitive and dynamic, influenced by macroeconomic factors, technological advancements, and consumer preferences.
Positioning
Booking Holdings is a leader in the OTA market, known for its global reach, diverse portfolio of brands, and strong technology platform.
Total Addressable Market (TAM)
The global travel market is estimated at over $1 trillion. Booking Holdings is positioned to capture a significant share of this TAM through its various brands and services.
Upturn SWOT Analysis
Strengths
- Global Brand Recognition
- Diverse Portfolio of Brands
- Strong Technology Platform
- Extensive Accommodation Network
- Aggressive Marketing Strategies
Weaknesses
- Dependence on Online Travel Market
- Vulnerability to Economic Downturns
- Exposure to Cybersecurity Risks
- Potential for Brand Cannibalization
- Commission-based business model susceptible to price wars
Opportunities
- Expansion into New Markets
- Growth in Alternative Accommodations
- Increased Use of Mobile Technology
- Development of New Travel Services
- Partnerships with Technology Companies
Threats
- Increased Competition from Other OTAs
- Direct Booking Initiatives by Hotel Chains
- Economic Downturns
- Geopolitical Instability
- Changing Consumer Preferences
Competitors and Market Share
Key Competitors
- EXPE
- ABNB
- TRIP
Competitive Landscape
Booking Holdings benefits from a strong brand and global network, but faces intense competition and pressure on commission rates.
Major Acquisitions
Getaroom
- Year: 2021
- Acquisition Price (USD millions): 1200
- Strategic Rationale: Expanded Booking Holdings' reach into the North American market and strengthened its hotel booking capabilities.
Growth Trajectory and Initiatives
Historical Growth: Booking Holdings has experienced substantial growth through acquisitions and organic expansion.
Future Projections: Analysts expect continued growth, driven by increased travel demand and expansion into new markets.
Recent Initiatives: Recent Initiatives require constant updates and will include techincal updates.
Summary
Booking Holdings is a global leader in online travel, benefiting from a diversified portfolio and strong brand recognition. It faces intense competition and economic uncertainties. Future growth depends on innovation and strategic execution, but it is well-positioned to capitalize on growing travel demand. The company will need to watch out for increasing direct booking by Hotels.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Company Filings
- Industry Reports
- Analyst Estimates
Disclaimers:
The information provided is for informational purposes only and should not be considered financial advice. Market conditions can change rapidly, and past performance is not indicative of future results.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About Booking Holdings Inc
Exchange NASDAQ | Headquaters Norwalk, CT, United States | ||
IPO Launch date 1999-03-30 | President, CEO & Director Mr. Glenn D. Fogel | ||
Sector Consumer Cyclical | Industry Travel Services | Full time employees 24800 | Website https://www.bookingholdings.com |
Full time employees 24800 | Website https://www.bookingholdings.com | ||
Booking Holdings Inc., together with its subsidiaries, provides online and traditional travel and restaurant reservations and related services in the United States, the Netherlands, and internationally. The company operates Booking.com, which offers online accommodation reservations; and Priceline, which provides discount travel reservations services, as well as online accommodation, flight, rental car reservation services, vacation packages, cruises, activity, and hotel distribution services for partners and affiliates. It also operates Agoda that offers online accommodation reservation, flight, ground transportation, and activities reservation services. In addition, the company operates KAYAK, an online meta-search service that allows consumers to search and compare travel itineraries and prices; and OpenTable for booking online restaurant reservations, as well as reservation management services to restaurants. Further, it offers travel-related insurance products and restaurant management services to consumers, travel service providers, and restaurants; and advertising services. The company was formerly known as The Priceline Group Inc. and changed its name to Booking Holdings Inc. in February 2018. Booking Holdings Inc. was founded in 1997 and is headquartered in Norwalk, Connecticut.
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