Key facts, as of
As of October 11, 2026, Booking Holdings (BKNG) trades at $160.34, down 22.8% over the past year. Its 52-week range runs from $150.14 to $220.81; the price is 27.4% below that high. It is 31.4% below its all-time high of $233.58, reached in July 2025. Over the 10 years to the end of September 2026, with dividends reinvested, it returned +183.3%, against +312.9% for the S&P 500 (SPY). It sits 11.5% below its 200-day average of $181.21, the usual sign of a long-term downtrend. Its 30-day volatility is 28.8% annualized, which we rate medium risk. It has a trailing P/E of 17.8 and a dividend yield of 1.05%.
Cite: Portfolio Terminal, "Booking Holdings (BKNG) stock analysis", 2026-10-11. https://portfolio-terminal.com/analyse/bkng
Where it trades today
trading 14% of the way up its 52-week range
How the price has moved
How far it is from its record
Booking Holdings (BKNG) is 31.4% below its all-time high of $233.58, reached in July 2025. Over the 10 years to the end of September 2026, with dividends reinvested, it returned +183.3%, against +312.9% for the S&P 500 (SPY).
What to weigh before acting
What Matters Now
- Demand sensitivity, pricing power, and how exposed the business is to macro slowdowns matter more than headline growth alone.
- BKNG is valued near its sector range at 17.8x earnings versus 20.0x for peers, so the next move likely needs a real earnings or guidance catalyst.
- BKNG carries a beta of 1.13, which means the stock should be judged on how it affects total portfolio swings, not just on standalone upside.
- BKNG remains in a bearish short-term trend and sits 27.4% below its high, which raises the bar for any thesis that depends on fast multiple expansion.
Portfolio Use Case
- BKNG is more useful for investors comparing conviction names inside consumer cyclical than for someone looking for a passive “set and forget” holding.
- The risk profile looks balanced enough for a diversified core-plus portfolio, provided the position size reflects sector concentration.
- It is best monitored alongside valuation discipline, because strong narratives in consumer cyclical can stay expensive longer than expected.
What Would Change the View
- A recovery in price alone would not be enough to improve the view; the thesis needs confirmation from improving business or valuation signals.
- Volatility is already above the sector norm, so even a correct long-term thesis can be painful if the position size is too aggressive.
- The view would need revisiting if peers such as AMZN, TSLA, HD start winning the marginal flow or posting cleaner operating momentum.
Methodology
- Price, market cap, beta, yield, and liquidity fields for BKNG come from Yahoo Finance quote and summary data.
- 30-day volatility is calculated from recent daily returns and annualized using a 252-trading-day convention.
- Sector context uses stored benchmark averages for Consumer Cyclical so each page compares the ticker against a stable peer baseline rather than against the whole market.
- Peer comparisons use the Portfolio Terminal coverage set and highlight nearby listed alternatives such as AMZN, TSLA, HD.
Sources
- Yahoo Finance quote dataopen →
Live quote, valuation, beta, yield, and volume fields used for BKNG. Last refresh: Oct 11, 2026, 11:25 PM.
- Portfolio Terminal methodologyopen →
Explains how analytics, refresh cadence, and portfolio interpretation work across the product.
- Peer set and coverage context
Comparative context for this page is anchored around nearby tracked names such as AMZN, TSLA, HD.
What Booking Holdings does
Booking Holdings Inc., together with its subsidiaries, provides online and traditional travel and restaurant reservations and related services in the United States, the Netherlands, the United Kingdom, 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 affiliate programs. It also operates Agoda that offers online accommodation reservation, flight, ground transportation, and attractions. In addition, the company operates KAYAK, an online meta-search service…
What analysts expect
BKNG carries a buy consensus from 35 analysts, with an average price target of $233.83 versus $160.34 today (+45.8%). Targets are estimates and can move quickly after earnings.
Consensus aggregated by Yahoo Finance. Targets are estimates, not forecasts.
How the business is doing
BKNG generated $28.24B in trailing revenue (8.1% year over year), with a 25.5% net margin, and $7.73B of free cash flow, against $3.71B of net debt.
The numbers, year by year
| Fiscal year | Revenue | Gross profit | Operating income | Net income | EPS | Free cash flow |
|---|---|---|---|---|---|---|
| 2025 | $26.92B | — | $9.28B | $5.40B | $6.66 | $9.09B |
| 2024 | $23.74B | — | $7.55B | $5.88B | $7.00 | $7.89B |
| 2023 | $21.36B | — | $5.83B | $4.29B | $4.75 | $7.00B |
| 2022 | $17.09B | — | $5.10B | $3.06B | $3.07 | $6.19B |
When it reports next
Estimates aggregated by Yahoo Finance. Dates move and estimates change until the report lands.
Which ETFs hold it
BKNG is in 8 of the 30 ETFs we track. It weighs most in XLY: 3.25% of the fund, holding #6 of 47.
How it sits in consumer cyclical
Discretionary spending sector sensitive to economic cycles, including retail and automotive.
The companies it competes with
BKNG beside the consumer cyclical names it is usually measured against.
AMZNAmazon.com Inc.$262.43$2.83TWhat the chart is saying
Slipped under its 50-day average inside a longer uptrend.
weakening- Price is 13.9% below its 50-day average and 11.5% below its 200-day.
- The 50-day crossed above the 200-day on 2026-08-19 (a “golden cross”).
- RSI at 36 is neither stretched nor washed out.
- The nearest ceiling is $170.45 (+6.3%), the nearest floor $156.74 (-2.2%).
A description of the chart, not advice. Indicators describe what the price has done; none of them knows what it does next.
Questions people ask about it
Is BKNG a good investment in 2026?
Booking Holdings trades at a P/E ratio of 17.8, with medium volatility (28.8% annualized). Recent trend shows weakness.
What is the risk level of BKNG?
Based on 30-day volatility of 28.8%, BKNG has MEDIUM risk. Beta of 1.13 indicates higher sensitivity to market movements than average.
Does BKNG pay dividends?
Yes, Booking Holdings has a dividend yield of 1.05%.
How far is BKNG from its all-time high?
Booking Holdings is 31.4% below its all-time high of $233.58, reached in July 2025. Over the 10 years to the end of September 2026, with dividends reinvested, it returned +183.3%, against +312.9% for the S&P 500 (SPY).
Which ETFs hold BKNG?
8 of the 30 popular ETFs we track hold Booking Holdings. The largest weights: XLY (3.25%), QQQM (0.50%), QQQ (0.49%), VUG (0.43%) and VOO (0.23%). Measured on each issuer's full holdings file, dated August 31 to October 1, 2026.
How much of VOO is BKNG?
0.23%, as of August 31, 2026: BKNG is holding #80 of 505 in Vanguard's file for VOO. $1,000 in VOO puts about $2.33 in Booking Holdings.
What is the analyst price target for BKNG?
The average analyst price target for Booking Holdings (BKNG) is $233.83 based on 35 analyst estimates, about 45.8% above the current price of $160.34. The published range runs from $170.00 to $301.00.
How much revenue does BKNG generate?
Booking Holdings reported $28.24B in trailing twelve-month revenue. Revenue growth is running at 8.1% year over year. Net margin sits at 25.5%. Figures are aggregated from company filings by Yahoo Finance and refresh on an hourly cadence.
Compare BKNG with anything
Five years side by side: what $10,000 became, how far each fell, whether they move together.