Booking (BKNG) & Its Competitors Critical Review

Booking (NASDAQ: BKNG) is one of 11 publicly-traded companies in the “Travel Agents” industry, but how does it weigh in compared to its peers? We will compare Booking to related businesses based on the strength of its analyst recommendations, dividends, earnings, institutional ownership, risk, valuation and profitability.

Analyst Ratings

This is a summary of current ratings and target prices for Booking and its peers, as provided by MarketBeat.

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Booking 0 7 21 0 2.75
Booking Competitors 116 694 1008 45 2.53

Booking currently has a consensus price target of $2,020.65, indicating a potential downside of 6.88%. As a group, “Travel Agents” companies have a potential upside of 22.68%. Given Booking’s peers higher probable upside, analysts clearly believe Booking has less favorable growth aspects than its peers.

Institutional & Insider Ownership

94.1% of Booking shares are owned by institutional investors. Comparatively, 75.5% of shares of all “Travel Agents” companies are owned by institutional investors. 0.2% of Booking shares are owned by company insiders. Comparatively, 17.5% of shares of all “Travel Agents” companies are owned by company insiders. Strong institutional ownership is an indication that endowments, large money managers and hedge funds believe a stock is poised for long-term growth.

Volatility and Risk

Booking has a beta of 1.27, suggesting that its stock price is 27% more volatile than the S&P 500. Comparatively, Booking’s peers have a beta of 0.76, suggesting that their average stock price is 24% less volatile than the S&P 500.

Valuation and Earnings

This table compares Booking and its peers top-line revenue, earnings per share (EPS) and valuation.

Gross Revenue Net Income Price/Earnings Ratio
Booking $12.68 billion $2.34 billion 30.43
Booking Competitors $3.54 billion $249.03 million 17.63

Booking has higher revenue and earnings than its peers. Booking is trading at a higher price-to-earnings ratio than its peers, indicating that it is currently more expensive than other companies in its industry.


This table compares Booking and its peers’ net margins, return on equity and return on assets.

Net Margins Return on Equity Return on Assets
Booking 18.46% 21.12% 10.16%
Booking Competitors -17.55% -54.15% -8.41%


Booking beats its peers on 10 of the 13 factors compared.

Booking Company Profile

Booking Holdings Inc, formerly The Priceline Group Inc., is a provider of travel and restaurant online reservation and related services. The Company, through its online travel companies (OTCs), connects consumers wishing to make travel reservations with providers of travel services across the world. It offers consumers an array of accommodation reservations (including hotels, bed and breakfasts, hostels, apartments, vacation rentals and other properties) through its, and brands. Its other brands include KAYAK, and OpenTable, Inc. (OpenTable). As of December 31, 2016, offered accommodation reservation services for over 1,115,000 properties in over 220 countries and territories on its various Websites and in over 40 languages, which included over 568,000 vacation rental properties (updated property counts were available on the Website).

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