Booking Holdings Stock | Analysis for March 2026, Price & Rating

Booking Holdings

NasdaqGS:BKNG

$ 4.062,82

$-150,94 (-3,58%)

4.062,82 $

$-150,94 (-3,58%)

End-of-day quote: 03/27/2026

Booking Holdings Stock Value

The analyst rating for NasdaqGS:BKNG is currently Outperform.

Outperform

Booking Holdings Company Info

EPS Growth 5Y

117,27%

Market Cap

$128,68 B

Long-Term Debt

$16,86 B

Short Interest

1,71%

Quarterly earnings

04/29/2026 (E)

Dividend

$40,63

Dividend Yield

1,00%

Founded

1997

Industry

Consumer Discretionary

Country

United States

ISIN Number

US09857L1089

Website

http://www.bookingholdings.com

Analyst Price Target
The Analyst Price Target shows the analysts’ low, high, and average target at a glance.

$5.850,00

43.99%

Last Update: 03/28/2026

Analysts: 35

Highest Price Target $7.746,00

Average Price Target $5.850,00

Lowest Price Target $4.495,00

In the last five quarters, Booking Holdings’s Price Target has risen from $3.714,32 to $5.313,70 - a 43,06% increase. Thrity analysts predict that Booking Holdings’s share price will increase in the coming year, reaching $5.850,00. This would represent an increase of 43,99%.

Top growth stocks in the consumer discretionary sector (5Y.)

What does Booking Holdings do?

Booking Holdings Inc. provides online travel reservation services. The company provides consumers with the travel choices they want, with tailored planning, payment, language, and other options, seamlessly connecting them with its travel service provider partners. The company offers these services through five primary consumer-facing brands: Booking.com, Priceline, Agoda, KAYAK, and OpenTable. It also earns revenues from advertising services, restaurant reservation and management services, tra...

Booking Holdings Inc. provides online travel reservation services.

The company provides consumers with the travel choices they want, with tailored planning, payment, language, and other options, seamlessly connecting them with its travel service provider partners. The company offers these services through five primary consumer-facing brands: Booking.com, Priceline, Agoda, KAYAK, and OpenTable. It also earns revenues from advertising services, restaurant reservation and management services, travel-related insurance offerings, and other services.

Business Model

The company classifies its revenues as ‘merchant’ revenues, ‘agency’ revenues, and ‘advertising and other’ revenues.

Merchant revenues are derived from transactions where the company facilitates payments from travelers for the services provided, generally at the time of booking. These include transactions where travelers book accommodation, rental cars, airline reservations, and other travel-related services. Merchant revenues include travel reservation commissions and transaction net revenues (i.e., the amount charged to travelers, including the contra-revenue impact of merchandising, less the amount owed to travel service providers); revenues from the facilitation of payments, such as credit card processing rebates and customer processing fees; and ancillary fees, including travel-related insurance revenues. The majority of the company’s merchant revenue is from Booking.com's accommodation reservations.

Agency revenues are derived from travel-related transactions where the company does not facilitate payments from travelers for the services provided. Agency revenues consist almost entirely of travel reservation commissions from its reservation services. Substantially all of the company’s agency revenue is from Booking.com's accommodation reservations.

Advertising and other revenues are derived primarily from revenues earned by KAYAK for sending referrals to online travel companies (‘OTCs’) and travel service providers, and for advertising placements on its platforms, as well as revenues earned by OpenTable for its restaurant reservation services and subscription fees for restaurant management services.

Strategy

The company’s strategies are making it easy for people to find, book, pay for, and experience travel; providing consumers with choices and value on any device; offering platforms, tools, and insights to its business partners to drive mutual growth; and operating its business sustainably, supporting sustainable travel choices by its consumers and partners.

The company focuses on relentless innovation and execution, as well as a commitment to serve both consumers and partners with unmatched service and best-in-class technology.

The key elements of the company’s strategies are to provide the best consumer experience; partner with travel service providers and restaurants; operate multiple brands; and invest in profitable growth.

Service Offerings

Booking.com: Booking.com is a brand for booking online accommodation reservations, based on room nights booked, with operations worldwide and headquarters in the Netherlands. As of December 31, 2024, Booking.com offered accommodation reservation services for approximately 4.0 million properties in over 220 countries and territories, and in over 40 languages, consisting of approximately 500,000 hotels, motels, and resorts, and approximately 3.5 million homes, apartments, and other unique places to stay.

In 2024, globally, Booking.com offered flights in over 55 markets and in-destination tours and activities in several cities, as well as rental car reservation services in over 42,000 locations and ground transportation services at approximately 1,900 airports.

Priceline: Priceline is a player in discount travel reservations, primarily in North America, with headquarters in Norwalk, Connecticut. Priceline offers online accommodation, flight, and rental car reservation services, as well as vacation packages, cruises, activity, and hotel distribution services for partners and affiliates.

Agoda: Agoda is an online accommodation reservation service catering primarily to consumers in the Asia-Pacific region, with headquarters in Singapore. Agoda also offers flight, ground transportation, and activities reservation services.

KAYAK: KAYAK provides online meta-search services that allow consumers to easily search and compare travel itineraries and prices from hundreds of online travel platforms at once. KAYAK offers its services in over 60 countries and territories.

OpenTable: OpenTable is a brand for booking online restaurant reservations. With significant operations in San Francisco, California, OpenTable provides online restaurant reservation services to consumers and reservation management services to restaurants, primarily in the United States.

Marketing and Brand Awareness

The company has established widely used and recognized e-commerce brands through marketing campaigns and strategic use of performance marketing spend. It invests in marketing and other brand-building efforts to preserve and enhance consumer awareness of its brands.

Competition

Some of the company’s current and potential competitors include technology companies, which have significantly more customers or users, consumer data, and resources than it does (e.g., search or mobile device businesses, or Gen AI capabilities) to compete more effectively with it. For example, Google's online travel offerings have grown rapidly in this area by linking travel search services to its dominant search functionality through flight, hotel, and alternative accommodations meta-search products, and by integrating such products into its Google Maps app.

Government Regulation

Regulations that impact the company's business or its industry include:

Data Protection and Privacy: The company has policies and a governance framework to comply with privacy laws that apply to its business, meet evolving stakeholder expectations, and support innovation and growth. Regulations, such as the EU's General Data Protection Regulation (‘GDPR’), the California Consumer Privacy Act (the ‘CCPA’), and other comprehensive state consumer privacy laws impose significant compliance obligations and costs. Other jurisdictions have adopted similar data protection regulations. Some of these laws afford consumers a private right of action against companies like the company for certain statutory violations.

Competition, Consumer Protection and Online Commerce: Competition and consumer protection authorities are increasingly focused on technology companies and the regulation of digital platforms. The Digital Markets Act (‘DMA’) and Digital Services Act (‘DSA’) give EU regulators more instruments to investigate and regulate digital businesses and impose rules and requirements on online platforms, including those designated as ‘gatekeepers’ under the DMA, with separate rules for ‘Very Large Online Platforms’ (‘VLOPs’) under the DSA. The European Commission has designated the company as a gatekeeper under the DMA for the service provided through Booking.com, and Booking.com as a VLOP under the DSA.

Regulation of the Travel Industry: The company’s business is impacted by travel-related regulations, such as local regulation of alternative accommodations or measures to address the issues of ‘overtourism’, and the impact of tourism on the climate. Further, some parts of the company’s business are already subject to certain requirements of the EU Package Travel Directive (the ‘Package Directive’), and as its offerings continue to diversify and expand, it may become subject to additional requirements of the Package Directive or other regulations.

Payments: As the company expands its payments services to consumers and business partners in different geographies, it is subject to additional regulations, such as local financial services or export control regulations and license requirements, which have resulted in increased compliance costs and complexities, including those associated with the implementation of new or advanced internal controls. The company is also subject to payment card association rules and obligations under its contracts with payment card processors, including the Payment Card Industry Data Security Standard, compliance with which is complex and costly.

Seasonality

In 2024, the company’s gross bookings were generally similar in the first three quarters of the year (year ended December 31, 2024) and higher than in the fourth quarter. It generally recognizes its marketing activities as the expense is incurred, which is typically in the quarter when the gross bookings for the associated reservations are recognized. However, it would generally recognize revenue from these bookings when the travel begins (at ‘check-in’), and accommodation check-ins in Europe and North America are generally highest in the third quarter during those regions' peak summer travel season, and lowest in the first quarter. As a result, the company typically experiences its highest levels of profitability in the third quarter, and its lowest level of profitability in the first quarter.

History

The company was founded in 1997. It was incorporated in 1998. The company was formerly known as The Priceline Group Inc. and changed its name to Booking Holdings Inc. in 2018.

Booking Holdings Questions and Answers

Which sectors generate sales and which are the top 3 markets?

**Revenue distribution by industry:** - **Accommodations:** approx. 75% - **Transport (flights, rental cars):** approx. 15% - **Other services (experiences, restaurant reservations):** approx. 10% **TOP 3 markets:** - **Europe:** approx. 45% - **North America:** approx. 30% - **Asia-Pacific:** appr...

At which locations are the company’s products manufactured?

**Production:** No physical production Booking Holdings Inc. is a leading company in the field of online travel bookings and primarily offers its services through digital platforms. The company does not produce physical products, but operates and develops platforms such as Booking.com, Priceline, A...

What strategy does Booking Holdings pursue for future growth?

**Revenue Growth:** 18% (2024) **Profit Growth:** 14% (2024) Booking Holdings Inc. pursues a multi-track growth strategy to further strengthen its market position. A central element of this strategy is the continuous investment in technology and data analysis to enhance the customer experience and...

Which raw materials are imported and from which countries?

**Raw Materials/Materials:** Not applicable Booking Holdings Inc. is a leading company in the field of online travel bookings and offers services through platforms such as Booking.com, Priceline, Agoda, and others. As a service company, Booking Holdings does not import physical raw materials or mat...

How strong is the company’s competitive advantage?

**Market share of online travel bookings:** approx. 35% (2024, estimate) **EBITDA margin:** 32% (2024) **R&D expenses:** $1.5 billion (2024) Booking Holdings Inc. has a significant competitive advantage in the field of online travel bookings. With an estimated market share of around 35% in 2024...

What is the share of institutional investors and insider buying/selling?

**Institutional investor share:** 92% (estimated 2025) **Insider purchases/sales:** No significant insider transactions in the last year The institutional investor share in Booking Holdings Inc. is traditionally high and is estimated at around 92%. This demonstrates the strong confidence of insti...

What percentage market share does Booking Holdings have?

**Market share of Booking Holdings Inc.:** 35% (estimated, 2025) **Main competitors and their market shares:** 1. **Expedia Group Inc.:** 25% 2. **Airbnb Inc.:** 20% 3. **Trip.com Group Limited:** 10% 4. **Tripadvisor Inc.:** 5% 5. **Trivago N.V.:** 3% **Moat of Booking Holdings Inc.:** Booking H...

Is Booking Holdings stock currently a good investment?

**Revenue Growth:** 20% (2024) **Profit Growth:** 18% (2024) **Market Share in the Online Travel Booking Sector:** 35% (2024) Booking Holdings Inc. recorded strong revenue growth of 20% in 2024, attributed to the recovery of the travel industry and increased demand for online booking services. The...

Does Booking Holdings pay a dividend – and how reliable is the payout?

**Dividend:** No payout (as of 2023) Booking Holdings Inc. traditionally does not pay a dividend to its shareholders. The company has decided to reinvest its profits in the growth and expansion of its business rather than distributing dividends. This strategy allows Booking Holdings to strengthen...

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Booking Holdings Stock Value

Booking Holdings Company Info

Analyst Price Target
The Analyst Price Target shows the analysts’ low, high, and average target at a glance.

Top growth stocks in the consumer discretionary sector (5Y.)

What does Booking Holdings do?

Booking Holdings Questions and Answers

Offer & Services

Service & Collaboration

Company & Legal

New support ticket

Explore

Booking Holdings Stock Value

Booking Holdings Company Info

Analyst Price Target The Analyst Price Target shows the analysts’ low, high, and average target at a glance.

Top growth stocks in the consumer discretionary sector (5Y.)

What does Booking Holdings do?

Booking Holdings Questions and Answers

Offer & Services

Service & Collaboration

Company & Legal

Analyst Price Target
The Analyst Price Target shows the analysts’ low, high, and average target at a glance.