Booking (BKNG)
Operates Booking.com-led marketplaces for accommodations, flights, ground transport, attractions, and dining.
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Connects travelers with accommodations, flights, ground transportation, attractions, and restaurants through Booking.com, Priceline, Agoda, KAYAK, and OpenTable. Revenue comes mainly from Booking.com accommodation commissions and transaction margins, with additional payment, advertising, metasearch, and restaurant management income.
Connects travelers with accommodations, flights, ground transportation, attractions, and restaurants through Booking.com, Priceline, Agoda, KAYAK, and OpenTable. KAYAK compares travel options; OpenTable handles diner reservations and restaurant management. Merchant transactions, agency commissions, payments, advertising, and subscriptions form the revenue model.
Builds property supply, localized platforms, payments, loyalty, and cross-selling around its Connected Trip strategy. The brands serve travelers globally: Booking.com operates worldwide from the Netherlands, Priceline primarily in North America, and Agoda primarily in Asia-Pacific.
Booking.com accommodation reservations generate most merchant revenue and nearly all agency revenue. Customer acquisition relies heavily on paid channels led by Google. EU gatekeeper and online-platform designations impose rules on parity terms, data use, partner verification, audits, and compliance.
Company facts
Target rangeAs of Sep 22, 2026
Latest analyst notes
| Date | Firm | Action | Prior | Current |
|---|---|---|---|---|
| Sep 16, 2026 | Morgan Stanley | Target | Target: $5,500 | Target: $230 |
| Aug 26, 2026 | Bernstein | Reiterate | Rating: —Target: $5,407 | Target: $188 |
| Aug 24, 2026 | Evercore ISI | Reiterate | Rating: —Target: $245 | Target: $270 |
| Aug 10, 2026 | Argus Research | Reiterate | Rating: —Target: $210 | Target: $245 |
| Aug 6, 2026 | Susquehanna | Reiterate | Rating: —Target: $6,500 | Target: $240 |
EPSReportedEstimate
RevenueReportedEstimate
Balance sheet, Jun 30, 2026Cash & short-term investments $17.21B · Total debt $20.69B · Total assets $29.68B · Shareholders' equity −$10.78B
- Revenue
- $7.35B
- Operating income
- $2.50B
- Net income
- $1.95B
HistoryDividendAnnual yield
| Institutions | 96.33% | 723.84M shares | |
|---|---|---|---|
| 2,019 holders · as of Jun 30, 2026 | |||
| Insiders | 0.16% | 1.23M shares | |
| 18 holders · as of Sep 16, 2026 | |||
| Other | 3.51% | 26.31M shares | |
| remainder | |||
751.38M company shares as of Sep 23, 2026 · institutions as of Jun 30, 2026 · holders as of their latest filing
A stock split fell inside the quarter, so quarter-on-quarter changes are not shown.
Top shareholders13F · 13D/G · Form 4
| Holder | Stake | Shares | Date |
|---|---|---|---|
BlackRock, Inc.Institution | 8.70% | 65.34M | as of Jun 30, 2026 |
Vanguard Capital Management LLCInstitution | 6.74% | 50.61M | as of Jun 30, 2026 |
State Street CorpInstitution | 4.66% | 35.04M | as of Jun 30, 2026 |
Price T Rowe Associates Inc /MD/Institution | 3.54% | 26.63M | as of Jun 30, 2026 |
Invesco Ltd.Institution | 3.43% | 25.74M | as of Jun 30, 2026 |
Insider tradesForm 4
| Date | Insider | Role | Shares | Avg price |
|---|---|---|---|---|
| Sep 15, 2026 | Paulo Pisano | officer: CHIEF HUMAN RESOURCES OFFICER | −1,500 | $173.02 |
| Sep 1, 2026 | Robert J. Jr Mylod | director | −1,000 | $200.00 |
| Aug 31, 2026 | Paulo Pisano | officer: CHIEF HUMAN RESOURCES OFFICER | −3,000 | $203.48 |
| Aug 17, 2026 | Vanessa Ames Wittman | director | −375 | $211.00 |
| Aug 17, 2026 | Peter J. Millones | officer: EXECUTIVE VP, GENERAL COUNSEL | −50,050 | $207.59 |
- Expedia Group
Closest structural OTA peer — hotels, flights, packages, and B2B at global scale.
- Airbnb
Dominant alternative-accommodation platform reshaping leisure lodging globally.
- Alphabet Class A
Named 10-K threat — Google Hotels, Flights, and AI Mode capture travel intent.
- Trip.com Group (ADR)
Top-3 global OTA; China-dominant with Skyscanner contesting KAYAK globally.
- MakeMyTrip
India's dominant OTA — 50%+ share in one of travel's fastest-growing markets.
- Tripadvisor
Hotel metasearch and experiences; overlaps KAYAK, OpenTable, and Booking.com.
Compare
| Company | Price | Change | |||||
|---|---|---|---|---|---|---|---|
| Booking | $157.97 | −3.81% | $127.25B | 18.2 | 14.2 | 4.5 | +8.2% |
| Expedia Group | $261.22 | −6.94% | $32.14B | 17.5 | 11.6 | 2.0 | +14.0% |
| Airbnb | $154.00 | −4.83% | $96.04B | 36.9 | 26.8 | 7.3 | +16.5% |
| Alphabet Class A | $342.01 | −2.61% | $4.25T | 17.6 | 25.5 | 9.5 | +24.2% |
| Trip.com Group (ADR) | $40.60 | −0.62% | $26.54B | 8.0 | 14.2 | 2.7 | +11.4% |
| MakeMyTrip | $47.51 | −1.72% | $4.55B | 146.2 | 36.1 | 4.3 | +1.1% |
| Tripadvisor | $8.15 | −4.74% | $994.9M | 855.0 | 8.5 | 0.6 | −16.5% |
| Median | 27.3 | 19.8 | 3.5 | +12.7% |