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Booking Holdings Inc. (BKNG)

Consumer Cyclical · Travel Services · Large-cap · updated October 16, 2026

NOT A BUY TODAY
What this means. Booking Holdings Inc. is a strong business by our measures, its shares look fairly priced, and its share price has been weak.
Value51
Quality67
Price trend16
Overall49
1513 of 2764rank among the US stocks we score (our core model buys the top 15)
45%of US stocks we score rank below it

Scores are 0 to 100 against every US stock we track; 50 is average. Recomputed after every US market close.

The business in numbers

Fiscal year to December 2025, from the company's annual filing with the SEC.

Salesyearly sales$26.9B
Sales growthchange from the year before+13.4%
Operating marginshare of sales left after running the business32.8%
Net marginshare of sales kept as profit20.1%
Free-cash-flow marginspare cash generated per $100 of sales33.8%
Return on equityprofit vs. shareholders' accounting valuen/m
Debt / equitydebt vs. shareholders' accounting valuen/m
Change in share countnegative = the company is buying back its shares-4.2%

Insider trades, last 90 days

2 insiders sold $1.2M (all under pre-arranged plans) on the open market.

Mylod Robert J JrDirectorSold (plan)Jul 295,000 shat $200.00 · $1.0M
Wittman Vanessa AmesDirectorSold (plan)Jul 281,125 shat $192.00 · $216K

From Form 4 filings with the SEC. Open-market trades only. "Plan" = a sale set up in advance under a 10b5-1 plan, usually routine.

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