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BKNG 
Booking Holdings Inc (BKNG)
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Upturn Advisory Summary
12/16/2025: BKNG (2-star) has a low Upturn Star Rating. Not recommended to BUY.
Upturn Star Rating
Below Average Performance
These Stocks/ETFs, based on Upturn Advisory, often underperform the market, warranting careful consideration before investing.
Number of Analysts
39 Analysts rated it
Highly popular stock, broad analyst coverage, trusted insights, strong investor interest.
1 Year Target Price $6208.22
1 Year Target Price $6208.22
| 21 | Strong Buy |
| 6 | Buy |
| 12 | Hold |
| 0 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit 35.66% | Avg. Invested days 47 | Today’s Advisory Consider higher Upturn Star rating |
Upturn Star Rating | Upturn Advisory Performance  4.0 | Stock Returns Performance  3.0 |
| Profits based on simulation | Last Close 12/16/2025 |
Key Highlights
Company Size Large-Cap Stock | Market Capitalization 176.88B USD | Price to earnings Ratio 34.48 | 1Y Target Price 6208.22 |
Price to earnings Ratio 34.48 | 1Y Target Price 6208.22 | ||
Volume (30-day avg) 39 | Beta 1.25 | 52 Weeks Range 4074.35 - 5818.24 | Updated Date 12/15/2025 |
52 Weeks Range 4074.35 - 5818.24 | Updated Date 12/15/2025 | ||
Dividends yield (FY) 0.71% | Basic EPS (TTM) 158.27 |
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 19.37% | Operating Margin (TTM) 44.9% |
Management Effectiveness
Return on Assets (TTM) 20.25% | Return on Equity (TTM) 225.74% |
Valuation
Trailing PE 34.48 | Forward PE 20.04 | Enterprise Value 176942492125 | Price to Sales(TTM) 6.79 |
Enterprise Value 176942492125 | Price to Sales(TTM) 6.79 | ||
Enterprise Value to Revenue 6.6 | Enterprise Value to EBITDA 18.71 | Shares Outstanding 32233815 | Shares Floating 32140659 |
Shares Outstanding 32233815 | Shares Floating 32140659 | ||
Percent Insiders 0.17 | Percent Institutions 96.98 |
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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