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Upturn AI Summary - About
Booking Holdings Inc(BKNG)
Advisory History & Simulated Performance *
*as per simulation (see disclosures)- ALL
- 1Y
- 1M
- 1W
- BUY Advisory
- SELL Advisory (Profit)
- SELL Advisory (Loss)
- Profit
- Loss
- PASS (Skip)
Stock price based on last close Advisory Performance History (Simulated)
Upturn Advisory & Investor View for BKNG
10/19/2026: BKNG (1-star) is currently NOT-A-BUY. Pass it for now.
Booking Holdings Inc is a major global online travel agency that operates a portfolio of widely recognized brands, including Booking.com, Agoda, and Priceline. The company has a leading position in the accommodation booking market, known for strong cash flow generation and an efficient performance-marketing model. Its primary investment story centers on the 'Connected Trip' initiative, which aims to integrate various travel services into a single, seamless platform. However, the company faces significant competition from AI-based tools, search giants, and direct-booking suppliers. The stock may suit growth-oriented investors looking for exposure to global travel, provided they are comfortable with industry cyclicality and the high-risk, competitive nature of the digital travel space.
How to Read the Upturn Advisory
The Upturn Star Rating and the current BUY, SELL, or PASS advisory are generated by Upturn’s AI advisory engine based on proprietary signal analysis, price behavior, advisory history, and historical signal performance.
Company fundamentals, valuation, risks, and news provide supporting context about the business.
Investor Fit
| Investor style | Fit | Why |
|---|---|---|
| Growth investor | Strong fit | The company operates in a sector with structural tailwinds and has a proven track record of expanding its ecosystem. |
| Momentum investor | Strong fit while signal remains positive | The stock frequently reacts to positive travel sentiment and strong quarterly booking data. |
| Value investor | Mixed fit | Valuation fluctuates based on cyclical travel trends and the company's heavy reinvestment requirements. |
| Dividend investor | Mixed fit | The dividend is relatively new, making it more of an emerging income play than a long-standing yield stock. |
| Low-risk investor | Weak fit | The stock is subject to significant market volatility due to economic sensitivity and travel industry cycles. |
Risk Profile
| Risk factor | Level | Why it matters |
|---|---|---|
| Price volatility | Medium / high | The stock is highly sensitive to shifts in consumer confidence and global travel trends. |
| Valuation risk | Medium | Market expectations for growth can lead to significant share price corrections if performance slows. |
| Competition risk (AI and platform competition) | High | Search engines and AI-native travel agents could disrupt traditional OTA business models. |
| Business quality | Strong | The company possesses high margins and a dominant, defensible network of global travel supply. |
| Dividend income | Low | The dividend yield is not the primary driver of total return for this stock. |
| Execution risk | Medium | Successfully integrating services into a 'Connected Trip' requires flawless technical and operational execution. |
Price Behavior
Rolling Over
The price momentum is slowing down and beginning to turn downward.
Moderately Choppy
The stock has experienced noticeable price swings while retaining some directional structure.
Analysis of Past Performance
Type Stock | Historic Profit -4.13% | Avg. Invested days 42 | Today’s Advisory PASS |
Upturn Advisory Rating  | Upturn Advisory Performance  3.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 10/19/2026 |
Upturn Scorecard
Upturn Star Rating 
Company Fundamentals
Financial Health Rating
Growth Momentum Score
Ownership
Top 5 Institutional Investors
Unit Economics (Per $1K Revenue)
Economic Dimensions
Quantitative Style Profile
Style Classification
Quality Focused
Key Highlights
Company Size Large-Cap Stock | Market Capitalization 122.81B USD | Price to earnings Ratio 18.12 | 1Y Target Price 233.83 |
Price to earnings Ratio 18.12 | 1Y Target Price 233.83 | ||
Volume (30-day avg) 8.2M shares | Beta 1.13 | 52 Weeks Range 149.40 - 219.22 | Updated Date 10/18/2026 |
52 Weeks Range 149.40 - 219.22 | Updated Date 10/18/2026 | ||
Dividends yield (FY) 0.97% | Basic EPS (TTM) 9.02 |
How Company Makes Money
| Business area | What it includes | Retail investor read |
|---|---|---|
| Agency Travel | Commissions earned for facilitating travel reservations on Booking.com, Agoda, and Priceline. | The core of the business, where the company takes a percentage of every successful booking. |
| Merchant Services | Travel bookings where the company processes the payment directly from the traveler. | Allows for higher customer touchpoints and potentially better margins through payments integration. |
| Advertising & Other | Marketing and insurance services sold to travelers and hotel partners. | Provides high-margin, incremental revenue that diversifies the business beyond basic bookings. |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Revenue by Geography
Geography revenue - Year on Year
Valuation
Trailing PE 18.12 | Forward PE 13.28 | Enterprise Value 126.87B | Price to Sales(TTM) 4.35 |
Enterprise Value 126.87B | Price to Sales(TTM) 4.35 | ||
Enterprise Value to Revenue 4.49 | Enterprise Value to EBITDA 11.42 | Shares Outstanding 751.38M | Shares Floating 748.96M |
Shares Outstanding 751.38M | Shares Floating 748.96M | ||
Percent Insiders 0.18 | Percent Institutions 98.52 |
Financial Metrics
🧭 Investment Snapshot
Total Revenue (Scale)
Total money earned from selling products or services before any costs. It is needed to understand the scale of the business and its ability to generate income.
Net Income (Profit)
Final profit after all expenses, interest, and taxes are deducted. It is needed to determine the overall profitability available to shareholders.
Free Cash Flow (Cash Strength)
Cash remaining after operating activities and capital expenditures, showing cash available for growth. It is needed to evaluate the company’s ability to invest, pay dividends, or reduce debt.
📈 Growth & Strength
Operating Income (Core Profit)
Profit from core operations after deducting all operating expenses. It is needed to measure how efficiently the company runs its primary business activities.
EBITDA (Cash Earnings)
Earnings before interest, taxes, depreciation, and amortization, indicating operating cash potential. It is needed to compare operating performance across companies without accounting or financing differences.
Gross Profit (Unit Profitability)
Revenue minus cost of revenue, showing profit after direct production costs. It is needed to evaluate core business profitability before overhead expenses.
🛡️ Financial Safety
Cash (Liquidity Buffer)
Total cash and cash equivalents on hand. It is needed to evaluate immediate liquidity and financial flexibility.
Total Debt (Leverage Risk)
Total debt including both short-term and long-term components. It is needed to assess the company’s leverage and financial risk.
Net Working Capital (Short-Term Health)
Current assets minus current liabilities, indicating short-term liquidity strength. It is needed to assess whether the company can meet its short-term obligations.
🧱 Balance Sheet Strength
Stockholder Equity (Net Worth)
Total equity value held by shareholders. It is needed to understand the net worth of the company from the owners’ perspective.
Total Assets (Asset Base)
The full value of everything the company owns, including cash, inventory, equipment, and investments. It is needed to understand the resource base used to generate revenue.
Income Before Tax (Pre-Tax Earnings)
Income before provision for income taxes. It is needed to analyze profitability independent of tax structures.
⚙️ Cost & Drag Factors
Cost of Revenue (Production Cost)
Direct costs required to produce and deliver the products or services sold. It is needed to assess efficiency in production and service delivery.
Total Operating Expenses (Operating Cost)
Indirect costs of running the business such as salaries, marketing, and administration. It is needed to understand how much it costs to sustain ongoing business operations.
Income Tax Expense (Tax Drag)
Amount of taxes paid or payable to the government. It is needed to evaluate the impact of taxation on overall profitability.
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