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Upturn AI SWOT - About
BKNG 
Booking Holdings Inc (BKNG)
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Upturn Advisory Summary
08/28/2025: 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 $6094.95
1 Year Target Price $6094.95
| 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 08/28/2025 |
Key Highlights
Company Size Large-Cap Stock | Market Capitalization 183.18B USD | Price to earnings Ratio 39.37 | 1Y Target Price 6094.95 |
Price to earnings Ratio 39.37 | 1Y Target Price 6094.95 | ||
Volume (30-day avg) 39 | Beta 1.41 | 52 Weeks Range 3680.94 - 5839.41 | Updated Date 08/28/2025 |
52 Weeks Range 3680.94 - 5839.41 | Updated Date 08/28/2025 | ||
Dividends yield (FY) 0.65% | Basic EPS (TTM) 143.56 |
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 2025-07-30 | When After Market | Estimate 49.95 | Actual 55.4 |
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 39.37 | Forward PE 26.32 | Enterprise Value 184574345921 | Price to Sales(TTM) 7.32 |
Enterprise Value 184574345921 | Price to Sales(TTM) 7.32 | ||
Enterprise Value to Revenue 7.38 | Enterprise Value to EBITDA 21.5 | Shares Outstanding 32409900 | Shares Floating 32309090 |
Shares Outstanding 32409900 | Shares Floating 32309090 | ||
Percent Insiders 0.17 | Percent Institutions 96.24 |
Upturn AI SWOT
Booking Holdings Inc
Company Overview
History and Background
Booking Holdings Inc. was founded in 1996 as Priceline.com, pioneering the 'Name Your Own Price' model for airline tickets and hotel rooms. Over time, it acquired Booking.com, Agoda, Kayak, Rentalcars.com, and OpenTable, transforming into a global leader in online travel and related services.
Core Business Areas
- Accommodation: Booking.com offers a wide selection of accommodations, including hotels, apartments, villas, and resorts worldwide.
- Online Travel Agency (OTA): Kayak and Priceline provide comprehensive travel search and booking services for flights, hotels, rental cars, and vacation packages.
- Rental Cars: Rentalcars.com offers rental car options from various providers globally.
- Restaurant Reservations: OpenTable is a restaurant reservation platform connecting diners with restaurants.
- Flights: Kayak provides metasearch flight results and Booking.com offers flight booking directly
- Vacation Packages: Priceline provides travel search and booking services for vacation packages
Leadership and Structure
Glenn D. Fogel serves as the CEO. The organizational structure is decentralized, allowing individual brands to operate with a degree of autonomy while benefiting from the resources and technology of the parent company.
Top Products and Market Share
Key Offerings
- Booking.com: Booking.com is the core product, offering a vast inventory of accommodations. It is estimated that Booking.com holds a significant share of the online accommodation booking market. Competitors include Expedia, Airbnb, and Hotels.com.
- Kayak: Kayak is a travel metasearch engine that aggregates flight, hotel, and rental car search results. Competitors include Google Flights, Skyscanner, and Expedia.
- Priceline: Priceline is known for its 'Name Your Own Price' and 'Express Deals' offerings, catering to price-sensitive travelers. Competitors include Hotwire and Expedia.
- Agoda: Agoda is focused on the Asian travel market, offering accommodations, flights, and activities. Competitors include Ctrip (Trip.com) and Expedia.
Market Dynamics
Industry Overview
The online travel industry is highly competitive, with increasing consolidation and a shift towards mobile bookings. The industry is recovering from the impact of the COVID-19 pandemic and experiencing a surge in demand for leisure travel.
Positioning
Booking Holdings Inc. is a leading player in the online travel industry, known for its global reach, extensive inventory, and strong brand recognition. Its competitive advantages include its scale, technology platform, and diverse portfolio of brands.
Total Addressable Market (TAM)
The global travel and tourism market is valued at over $8 trillion. Booking Holdings Inc. is well-positioned to capture a significant portion of this TAM with its diverse brand portfolio and global reach.
Upturn SWOT Analysis
Strengths
- Strong brand portfolio
- Global reach
- Extensive inventory
- Advanced technology platform
- Data-driven decision-making
Weaknesses
- High dependence on online advertising
- Commission-based revenue model vulnerability
- Potential impact of economic downturns
- Exposure to cybersecurity risks
- Brand overlap creating inefficiency
Opportunities
- Expansion into new markets
- Development of new travel services
- Increased personalization through AI
- Strategic acquisitions and partnerships
- Growth in sustainable tourism
Threats
- Intense competition
- Economic downturns
- Changes in consumer preferences
- Geopolitical instability
- Emergence of new technologies
Competitors and Market Share
Key Competitors
- EXPE
- ABNB
- TRIP
Competitive Landscape
Booking Holdings Inc. possesses a large hotel inventory globally. EXPE has a similar model but less focus on hotels. ABNB has strengths in alternative accommodation.
Major Acquisitions
Getaroom
- Year: 2021
- Acquisition Price (USD millions): 1200
- Strategic Rationale: To expand its offerings to include B2B distribution of hotel rooms.
Venga
- Year: 2018
- Acquisition Price (USD millions):
- Strategic Rationale: Restaurant management platform to enhance OpenTable
Growth Trajectory and Initiatives
Historical Growth: Booking Holdings Inc. has experienced significant growth over the past two decades, driven by acquisitions, organic expansion, and the increasing popularity of online travel. COVID-19 impacted growth negatively in 2020-2021.
Future Projections: Analysts predict continued growth for Booking Holdings Inc. driven by the recovery in travel demand, expansion into new markets, and strategic initiatives. Estimates vary depending on macroeconomic factors.
Recent Initiatives: Recent initiatives include investments in technology, expansion into new markets, and sustainability efforts. Focus is on enhancing user experience and personalization.
Summary
Booking Holdings is a strong company with a robust global presence in the online travel market. Its diversified brand portfolio and technology investments are working well. However, it should keep a watchful eye on the competition and adapt to shifting consumer preferences and economic conditions to sustain future growth. Diversification into new travel services could enhance their standing and growth.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Company SEC Filings
- Market Research Reports
- Analyst Estimates
- Company Press Releases
Disclaimers:
The information provided is for informational purposes only and should not be considered investment advice. Market data is subject to change.
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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