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Upturn AI SWOT - About
BKNG 
Booking Holdings Inc (BKNG)
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Stock price based on last close (see disclosures)
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Upturn Advisory Summary
10/30/2025: 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 $6200.63
1 Year Target Price $6200.63
| 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 10/30/2025 |
Key Highlights
Company Size Large-Cap Stock | Market Capitalization 163.75B USD | Price to earnings Ratio 33.03 | 1Y Target Price 6200.63 |
Price to earnings Ratio 33.03 | 1Y Target Price 6200.63 | ||
Volume (30-day avg) 39 | Beta 1.35 | 52 Weeks Range 4082.14 - 5829.37 | Updated Date 10/30/2025 |
52 Weeks Range 4082.14 - 5829.37 | Updated Date 10/30/2025 | ||
Dividends yield (FY) 0.74% | Basic EPS (TTM) 153.8 |
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 2025-10-29 | When - | Estimate 95.29 | Actual 99.5 |
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 33.03 | Forward PE 21.37 | Enterprise Value 177203041676 | Price to Sales(TTM) 6.29 |
Enterprise Value 177203041676 | Price to Sales(TTM) 6.29 | ||
Enterprise Value to Revenue 7.08 | Enterprise Value to EBITDA 20.65 | Shares Outstanding 32233815 | Shares Floating 32135502 |
Shares Outstanding 32233815 | Shares Floating 32135502 | ||
Percent Insiders 0.17 | Percent Institutions 96.95 |
Upturn AI SWOT
Booking Holdings Inc
Company Overview
History and Background
Booking Holdings Inc. was founded in 1996 as Priceline.com. Initially focused on opaque travel deals, it evolved through acquisitions like Booking.com (2005) and Kayak (2013) to become a global leader in online travel.
Core Business Areas
- Accommodation: Booking.com is the primary accommodation booking platform, offering hotels, apartments, and other lodging options worldwide.
- Travel Booking: Kayak is a search engine that allows users to compare prices for flights, hotels, and rental cars from various sources.
- Rental Cars: Rentalcars.com provides car rental services globally.
- Dining: OpenTable allows users to make online reservations at restaurants.
- Flights: Agoda offers flight booking services in addition to accommodations, primarily focusing on the Asian market.
Leadership and Structure
Glenn D. Fogel serves as CEO. The company operates with a decentralized structure, allowing each brand significant autonomy while leveraging shared technology and resources.
Top Products and Market Share
Key Offerings
- Booking.com: Offers accommodations, flights, rental cars, and attractions. Market share in online travel booking is significant, estimated at around 25%. Competitors include Expedia, Airbnb, and Tripadvisor.
- Kayak: Travel search engine comparing prices for flights, hotels, and rental cars. It is a leading meta-search site. Competitors include Google Flights, Skyscanner, and Expedia.
- OpenTable: Online restaurant reservation service. Competitors include Resy and Yelp.
Market Dynamics
Industry Overview
The online travel industry is highly competitive and constantly evolving, driven by technological advancements and changing consumer preferences. Key trends include mobile booking, personalization, and alternative accommodations.
Positioning
Booking Holdings is a leading player in the online travel industry, with a strong global presence and a diverse portfolio of brands. Its competitive advantages include its extensive network of accommodations, its strong brand recognition, and its sophisticated technology platform.
Total Addressable Market (TAM)
The global travel market is estimated to be several trillion dollars. Booking Holdings is positioned to capture a significant portion of the TAM through its various platforms and services.
Upturn SWOT Analysis
Strengths
- Strong brand recognition
- Extensive global network of accommodations
- Diversified portfolio of brands
- Sophisticated technology platform
- Strong marketing capabilities
Weaknesses
- High dependence on online advertising
- Exposure to economic downturns
- Competition from new entrants and alternative platforms
- Sensitivity to geopolitical events
Opportunities
- Expanding into new markets
- Developing new products and services
- Leveraging data analytics to personalize the customer experience
- Acquiring complementary businesses
- Capitalizing on the growth of mobile booking
Threats
- Increased competition from other online travel agencies
- Disruption from new technologies
- Changes in consumer preferences
- Economic downturns
- Geopolitical instability
Competitors and Market Share
Key Competitors
- EXPE
- ABNB
- TRIP
- GOOG
Competitive Landscape
Booking Holdings possesses a strong global footprint and a diverse brand portfolio. Expedia is a key competitor with similar breadth, while Airbnb specializes in alternative accommodations. Google increasingly challenges traditional OTAs with its travel search and booking capabilities.
Major Acquisitions
Getaroom
- Year: 2021
- Acquisition Price (USD millions): 1200
- Strategic Rationale: Expanded reach in the B2B travel sector.
Growth Trajectory and Initiatives
Historical Growth: Booking Holdings has historically grown through acquisitions and organic growth in online travel booking.
Future Projections: Analyst projections depend on the overall economic outlook, travel trends, and Booking Holdings' ability to innovate and compete.
Recent Initiatives: Recent initiatives include focusing on sustainable tourism, enhancing mobile app experiences, and expanding alternative accommodation offerings.
Summary
Booking Holdings is a powerful player in the online travel agency market, with strengths in global reach and brand recognition. Its diverse portfolio helps it capture a broad range of travel needs. However, it faces stiff competition from Expedia and newer entrants like Airbnb, and must adapt to changing consumer preferences and economic conditions. Dependence on online advertising remains a risk.
Similar Stocks
Sources and Disclaimers
Data Sources:
- Company SEC Filings
- Industry Reports
- Analyst Estimates
- Press Releases
Disclaimers:
This analysis is for informational purposes only and should not be considered investment advice. Market conditions are subject to change, 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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