Booking Holdings Inc's Competitiveness
A competitive positioning analysis and financial ratio benchmarking of Booking Holdings Inc (BKNG) against its publicly traded competitors: sales growth, net income, profitability, valuation and market share, plus each peer's market capitalization, revenue, income and employees. Free below: the top 5 peers. Subscriber access adds the full competitor list and CSV downloads.
Key Findings: Booking Holdings Inc vs Its Competitors
- TTM: Trailing 12-month revenue of 28,241M vs 37,612M combined for tracked competitors (42.9% combined share).
- Trending: Latest-quarter revenue run-rate is accelerating (+4.1% annualized vs trailing 12 months), vs accelerating (+8.1%) for its tracked peer group.
- Growth: Booking Holdings Inc generated 8.2% revenue growth year over year in Q2 2026, vs 11.2% for its tracked competitors combined.
- Profitability: Its 26.5% net margin compares with 17.6% for the peer group.
- Scale: Booking Holdings Inc ranks #1 of 41 companies by market capitalization in the Personal Services industry, holding 54.1% of industry market cap.
- Peer revenue share: Booking Holdings Inc accounted for 42.0% of combined revenue among its tracked peer group, down from 42.7% a year earlier.
- Peer differentiation: Revenue per employee of $1.16M compares with $0.47M for the peer group (2.5x).
Every figure above is sourced and cited in detail further down this page (Market Structure, Profitability & Cost Structure, Productivity vs Peers).
BKNG Sales vs. its Competitors, Q2 2026
Booking Holdings Inc reported revenue growth of 8.15 % year on year in Q2 2026, below its competitors' combined revenue growth of 11.19 %.
With a net margin of 26.52 %, Booking Holdings Inc achieved higher profitability than its competitors (17.56 %).
Booking Holdings Inc generated 41.98 % of the combined sales of its peer group, down from 42.65 % a year earlier.
Booking Holdings Inc vs. its Competitors, Q2 2026
Revenue growth, year on year
Net income growth, year on year
Net margin
Revenue run-rate vs trailing 12 months
TTM net margin
TTM = trailing twelve months. Run-rate annualizes the latest quarter (×4) and compares it to TTM. In millions of $. High-Confidence Competitors are named as a competitor directly in an SEC filing; Similar-Size Competitors are the closest peers by market-cap rank within the same industry; Similar Growth & Profitability Competitors are the closest peers by combined revenue growth, operating margin and ROIC, all independent of the competitor list.
TTM revenue, latest-quarter run-rate and net income/margin benchmarked across Booking Holdings Inc and its 4 competitor groupings. Available under Commercial License.
| Entity | TTM Revenue | Rev Run-rate vs TTM |
|---|---|---|
| Booking Holdings Inc | $12,345M | +12.3% · Accelerating |
| Competitors combined | $12,345M | +12.3% · Accelerating |
| High-Confidence Competitors (6) | $12,345M | +12.3% · Accelerating |
| Similar-Size Competitors (4) | $12,345M | +12.3% · Accelerating |
| Similar Growth & Profitability (4) | $12,345M | +12.3% · Accelerating |
TTM revenue, run-rate and net margin benchmarking across Booking Holdings Inc's competitor groups requires a Commercial License.
For context: the Personal Services industry grew revenue 9.9% year over year, combined, vs 8.2% for Booking Holdings Inc. Booking Holdings Inc's share of combined industry revenue moved from 20.31% to 19.99%, a loss of 0.32 percentage points.
Booking Holdings Inc's Competitor Quality Breadth
Share of each group, trailing 12 months: profitable (net margin > 0), expanding (revenue growth > 0), growing faster than the industry's own median, and financially distressed (Piotroski F-Score of 2 or below).
| Entity | Profitable | Expanding | Above Industry Growth | Distressed |
|---|---|---|---|---|
| Booking Holdings Inc | Yes | Yes | Yes | No |
| Competitors combined (11) | ||||
| High-Confidence Competitors (10) | ||||
| Similar-Size Competitors (4) | ||||
| Similar Growth & Profitability (8) | 87.50 % (7 of 8) | 87.50 % (7 of 8) | 50.00 % (4 of 8) | 28.60 % (2 of 7) |
Source: CSIMarket API, trailing 12 months. Altman Z-Score is not shown here: it is not populated in the underlying data for any company. Percentages are of companies in each group that report the relevant metric, not of the full group size.
BKNG Stock Performance relative to its Competitors
BKNG Stock Performance relative to High-Confidence Competitors
BKNG Stock Performance relative to Similar-Size Competitors
BKNG Stock Performance relative to Similar Growth & Profitability Competitors
5 Best-Performing Tracked Competitors, Trailing 12 Months
| # | Competitor | TTM Share Price Return | vs U.S.A. 500 |
|---|---|---|---|
| 1 | Trivago N v | 282.9% | Outperformed |
| 2 | Airbnb Inc | 282.9% | Outperformed |
| 3 | Sabre Corporation | 282.9% | Outperformed |
| 4 | Expedia Group Inc | 282.9% | Outperformed |
| 5 | Luxexperience B v | 282.9% | Outperformed |
TTM share price return and U.S.A. 500 outperformance for Booking Holdings Inc's best-performing tracked competitors requires a Commercial License.
Source: CSIMarket API, trailing 12 months.
Booking Holdings Inc's Comment on Competition and Industry Peers
Publicly Traded Peers of Booking Holdings Inc
Revenue and income for trailing 12 months, in millions of $, except employees| Company | Market Cap | Revenues |
|---|---|---|
| Booking Holdings Inc | 124,920.95 | 28,241.00 |
| Airbnb Inc | 92,051.43 | 13,159.00 |
| Expedia Group Inc | 31,603.71 | 15,700.00 |
| Trip com Group Limited | 13,506.65 | 8,925.00 |
| Travel and Leisure Co | 4,076.30 | 4,093.00 |
| Trivago N v | 1,995.35 | 614.78 |
| SUBTOTAL | 271,107.27 | 77,395.66 |
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Sources: Booking Holdings Inc's official press releases and regulatory filings; CSIMarket.com's market research; and the financial filings and press releases of the other companies cited.
Updated on:
Focus of this report: publicly traded companies. Ten additional tables on Booking Holdings Inc versus competitors, including market share analysis, are in the navigation menu under Competition. To download the tables, please subscribe.
Booking Holdings Inc's Competitors Named by the Company
Competitive relationships identified from SEC filings and corroborating sources, each with a basis and confidence.| Competitor | Basis | Confidence |
|---|---|---|
| Travelzoo | Named by the company | 85% |
| Named by the company | 85% | |
| Apple | Named by the company | 85% |
| Liberty Tripadvisor Holdings inc | Named by the company | 85% |
| Alibaba | Named by the company | 85% |
| Tencent | Named by the company | 85% |
| Vacasa Inc | Named by the company | 85% |
| Named by the company | 85% | |
| Tripadvisor Inc | Named by the company | 85% |
| Amazon | Named by the company | 85% |
| Uber | Named by the company | 85% |
| Time Inc. | Named by the company | 85% |
| Expedia Group Inc | Named by the company | 85% |
Filing basis, confidence, active dates and source counts for Booking Holdings Inc's named competitors require a Commercial License.
Methodology: relationships are extracted from SEC filings (named-competitor disclosures) and corroborating sources. Named by the company = explicitly disclosed as a competitor; Inferred = derived from corroborating signals. Confidence reflects evidence strength.
Booking Holdings Inc's Business Segment Mix vs Peers
Revenue by operating segment or division, as named and reported by each company. Segment names are the filer's own and are not standardized across companies. Do not assume a same-named or similarly-named segment is defined identically between two companies. Shares are of each company's own total revenue and are not required to sum to 100% (intersegment revenue, unallocated items).| Company | Largest Segment |
|---|---|
| Booking Holdings Inc | Reportable 100.00 % |
| Airbnb Inc | Reportable 100.00 % |
| Expedia Group Inc | B2C 61.82 % |
| Travel and Leisure Co | Vacation Ownership 83.04 % |
| Trivago N v | Corporate and Unallocated 2.61 % |
| Tripadvisor Inc | Experiences 43.91 % |
Source: operating segment revenue as reported in each company's SEC filings (10-K/10-Q), via the CSIMarket API, leaf-level reportable segments only (parent roll-up segments are excluded where sub-segments are separately disclosed).
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Booking Holdings Inc's Productivity vs Peers Comparison
Revenue and income per employee, trailing 12 months, in $; market cap in millions of $| Company | Market Cap | Revenue / Employee | Income / Employee |
|---|---|---|---|
| Booking Holdings Inc | 124,921 | 1,162,181 | 296,667 |
| Airbnb Inc | 92,051 | 1,604,756 | 328,171 |
| Expedia Group Inc | 31,604 | 981,250 | 127,438 |
| Trip com Group Limited | 13,507 | 182,908 | 97,858 |
| Travel and Leisure Co | 4,076 | 212,073 | 12,280 |
| Trivago N v | 1,995 | 9,314,870 | 190,400 |
| PEERS TOTAL | 146,186 | 471,336 | 103,635 |
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Booking Holdings Inc's Geographic Revenue Exposure vs Peers
Revenue by country/region as reported in each company's most recent filing. Disclosure granularity varies by filer (some report by country, others by broad region) and is shown as disclosed.| Company | Largest Market |
|---|---|
| Airbnb Inc | North America 42.49 % |
| Trivago N v | All other countries 37.18 % |
Source: revenue geography as reported in each company's SEC filings (10-K/10-Q), via the CSIMarket API. Percentages are of that company's own total consolidated revenue for its most recent reported period.
Booking Holdings Inc's Position in Industry Market Structure
Market-capitalization share and concentration across all 35 companies in Booking Holdings Inc's industry classification, broader than the peer set above. Market cap in millions of $.Booking Holdings Inc ranks #1 of 35 companies by market capitalization in its industry, holding 54.06 % of total industry market cap. The industry's Herfindahl-Hirschman Index (HHI) is 3,237, indicating a highly concentrated market structure (U.S. antitrust guidance: below 1,500 unconcentrated, 1,500 to 2,500 moderately concentrated, above 2,500 highly concentrated).
| Rank | Company | Market Cap | Industry Share |
|---|---|---|---|
| 1 | Booking Holdings Inc | 124,921 | 54.06 % |
| 2 | Expedia Group Inc | 31,604 | 13.68 % |
| 3 | Xpo Inc | 20,874 | 9.03 % |
| 4 | Gatx Corporation | 6,442 | 2.79 % |
| 5 | Makemytrip Ltd | 1,234 | 5.2% |
| 6 | Gxo Logistics Inc | 1,234 | 5.2% |
| 7 | H and r Block Inc | 1,234 | 5.2% |
| 8 | Global Business Travel Group Inc | 1,234 | 5.2% |
| 9 | Hafnia Limited | 1,234 | 5.2% |
| 10 | Unifirst Corporation | 1,234 | 5.2% |
Market cap and industry share for the rest of Booking Holdings Inc's industry peers requires a Commercial License.
Source: CSIMarket API (daily market-structure computation) across CSIMarket's industry classification, market capitalization as of 2026-09-29.
Booking Holdings Inc's Same-Size Peers & Stock Performance
Peers chosen by closeness in market-cap rank within the same industry classification (not the named-competitor list above). Trailing 12-month total return, 3-month price momentum, beta and Sharpe ratio vs the broad U.S. market.| Rank | Company | Market Cap | TTM Return |
|---|---|---|---|
| 1 | Booking Holdings Inc | 124,921 | -26.40 % |
| 2 | Expedia Group Inc | 31,604 | 15.71 % |
| 3 | Xpo Inc | 1,234 | 12.3% |
| 4 | Gatx Corporation | 1,234 | 12.3% |
| 5 | Makemytrip Ltd | 1,234 | 12.3% |
| 6 | Gxo Logistics Inc | 1,234 | 12.3% |
Market cap, return, momentum, beta and Sharpe ratio for the rest of Booking Holdings Inc's same-size peers requires a Commercial License.
Source: CSIMarket API (daily market-structure computation); returns and risk metrics as of 2026-09-29. Beta and Sharpe ratio are versus the broad U.S. equity market, not this industry.
Booking Holdings Inc's Profitability & Cost Structure
Trailing 12-month margins from SEC-filed financials. Operating margin is compared to the Personal Services industry median; gross margin, EBITDA margin and capital intensity are compared to the live industry average (52 companies). See the full Personal Services industry profitability benchmarks.| Metric | Company | Industry | Difference |
|---|---|---|---|
| Gross Margin | - | 51.45 % (avg) | - |
| Operating Margin | 32.87 % | industry median | +28.8 pp |
| EBITDA Margin | 37.02 % | 2.88 % (avg) | +34.1 pp |
| Capital Intensity (Capex / Revenue) | 1.13 % | 3.94 % (avg) | -2.8 pp |
Source: CSIMarket API, trailing 12 months. SG&A and R&D as a share of revenue have limited coverage as this data is backfilled and appear only where reported. Higher capital intensity is not inherently negative; it reflects the industry's asset requirements.
Booking Holdings Inc's Valuation vs Competitive Position
Valuation multiples vs the Personal Services industry average (52 companies, excluding loss-making/negative-equity outliers), alongside returns on capital for context on whether a premium or discount lines up with measurably stronger or weaker returns. See the full Personal Services industry valuation benchmarks.| Metric | Company | Industry Average | Difference |
|---|---|---|---|
| P/E | 19.1x | 21.1x | -2.0x |
| EV / EBITDA | 12.8x | 11.4x | +1.4x |
| P/B | -17.8x | 2.4x | -20.1x |
| Return on Equity | -96.70 % | industry aggregate | -163.45 % |
| Return on Invested Capital | 186.23 % | 3.66 % (avg) | 182.57 % |
Source: CSIMarket API, trailing 12 months. A valuation premium or discount is not, by itself, a judgment of over- or under-valuation. Compare it against the return and growth context shown elsewhere on this page.
Booking Holdings Inc's Multi-Year Financial Trajectory
Fiscal-year revenue growth, operating margin, return on invested capital and P/E, as reported in SEC filings.| Metric | 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 |
|---|---|---|---|---|---|---|---|---|
| Revenue Growth | 14.56 % | 3.71 % | -54.89 % | 61.24 % | 55.96 % | 25.01 % | 11.11 % | 13.39 % |
| Operating Margin | 36.77 % | 35.48 % | -9.28 % | 22.78 % | 29.85 % | 27.31 % | 31.83 % | 32.79 % |
| Return on Invested Capital | 17.81 % | 24.30 % | -2.97 % | 11.02 % | 27.45 % | 47.57 % | 105.70 % | 71.66 % |
| P/E | 0.8x | 0.7x | 1,403.8x | 84.6x | 26.6x | 28.1x | 28.6x | 30.9x |
Source: CSIMarket API, fiscal-year figures. P/E is this company's own historical ratio at each fiscal year end and can swing sharply around an earnings trough: that is real, not a data error.
Booking Holdings Inc's Strategic Group Map
Every company in Booking Holdings Inc's industry and named-competitor list, plotted by trailing 12-month revenue growth and operating margin. Booking Holdings Inc is shown in red; its closest peers by combined growth, margin and ROIC (the Similar Growth & Profitability group above) are labeled.
Source: CSIMarket API, trailing 12 months. Extreme outlier values (from near-zero-revenue companies) are excluded from the plotted cloud but never from the highlighted company or its labeled peers.
Booking Holdings Inc's BCG Growth-Share Matrix
Relative market share (vs Booking Holdings Inc's largest competitor by market cap) against industry revenue growth, using the standard textbook thresholds (1.0x share, 10% growth) a common framework, not a precision instrument.
Booking Holdings Inc falls in the Cash Cow quadrant: relative market share of 3.95x vs its largest competitor, in an industry growing revenue 2.9% (median, trailing 12 months).
Source: CSIMarket API (market-cap share and industry revenue growth). The 10% growth and 1.0x share lines are standard textbook thresholds, not derived from this industry's own distribution.
Booking Holdings Inc's Competitive Forces (Porter's Five Forces)
Only the forces this data can support honestly are shown; the other three are marked as such rather than guessed.| Force | Assessment | Basis |
|---|---|---|
| Competitive Rivalry | Low | Industry HHI of 3,237 (see Industry Market Structure & Concentration above) |
| Barriers to Entry | Lower than typical for the industry | Capital intensity (capex / revenue) of 1.13 % vs industry average 3.94 % (see Profitability & Cost Structure above) |
| Supplier Power | Not covered on this page | See Booking Holdings Inc's dedicated suppliers page for concentration and dependency data |
| Buyer Power | Not covered on this page | See Booking Holdings Inc's dedicated customers page for concentration and dependency data |
| Threat of Substitutes | - | No systematic data source for cross-product substitution exists in this system; not estimated |
Note: this is a partial, data-grounded application of the framework, not a complete strategic assessment. Rivalry and barriers-to-entry readings are mechanical translations of the HHI and capital-intensity figures shown elsewhere on this page, not independent judgments.
Booking Holdings Inc's Industry Attractiveness & Competitive Strength
A CSIMarket composite, not a standard field: each axis is an equal-weighted average of three factors already shown elsewhere on this page (industry growth, industry profitability and rivalry for attractiveness; relative market share, profitability and growth vs industry for strength). Disclosed as a designed methodology, not a precision measurement.
Booking Holdings Inc falls in the Medium attractiveness / High strength cell: Invest / Grow.
Source: CSIMarket API, trailing 12 months. Each axis score is a simple 1(low)/2(medium)/3(high) average across its three inputs -- a transparent, disclosed simplification, not a validated academic scoring model.
Booking Holdings Inc's SWOT
Every point below is a fixed rule applied to a metric already shown elsewhere on this page (Market Structure, Profitability, Valuation, Run-Rate, Stock Performance, Quality Breadth) not an independent strategic assessment. A blank quadrant means no rule was met, not that none apply.Strengths
- Market leader by capitalization in its industry (#1 of 35, 54.06 % share).
- Operating margin 28.8 points above the industry median.
- Latest-quarter revenue run-rate is accelerating (+4.1% annualized vs trailing 12 months).
Weaknesses
- Return on equity 163.5 points below the industry aggregate.
- Underperforming the U.S.A. 500 over the trailing 12 months.
Opportunities
- Trades at a lower P/E than the industry average (19.1x vs 21.1x) despite a higher return on invested capital -- a possible re-rating opportunity.
- A meaningful share of tracked competitors (40.00 %) show financial-distress signals, a possible opening to gain share.
Threats
No rule matched.
Methodology: mechanical, rule-based SWOT. Each bullet reuses a figure already sourced and cited elsewhere on this page; nothing here is generated narrative or independent analyst judgment.
Booking Holdings Inc's Financial Strength vs Peers Comparison
Quick ratio, working capital, debt to equity and asset turnover, trailing 12 months| Company | Quick Ratio | Working Capital | Debt / Equity |
|---|---|---|---|
| Booking Holdings Inc | 0.91 | 1.19 | - |
| Airbnb Inc | 0.45 | 1.41 | 0.28 |
| Expedia Group Inc | 0.42 | 0.75 | 2.36 |
| Trip com Group Limited | 0.59 | 1.55 | 0.18 |
| Travel and Leisure Co | 0.19 | 3.19 | - |
| Trivago N v | 1.36 | 2.22 | - |
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Quick ratio = cash / current liabilities; working capital ratio = current assets / current liabilities; asset turnover = revenue / total assets. Peers in the Blank Checks industry are excluded.
Booking Holdings Inc's Revenue and Income Growth vs Peers
Quarterly revenue and net income growth, year over year and quarter over quarter| Company | Period | Revenue Y/Y | Income Y/Y |
|---|---|---|---|
| Booking Holdings Inc | Q2 2026 | +8.1 % | +117.9 % |
| Airbnb Inc | Q2 2026 | +16.5 % | +27.1 % |
| Expedia Group Inc | Q2 2026 | +14.0 % | +171.7 % |
| Trip com Group Limited | Q4 2025 | +22.2 % | +102.3 % |
| Travel and Leisure Co | Q2 2026 | +4.4 % | +0.9 % |
| Trivago N v | Q4 2025 | +19.1 % | - |
| PEERS TOTAL | +19.6 % | +121.6 % |
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Growth is shown only where both periods are positive. Peers in the Blank Checks industry are excluded.
Booking Holdings Inc's Peers' Costs of Sales and Capital Expenditures
Context for revenue growth: peer costs and capex, year over year and quarter over quarter| Company | Period | Costs Y/Y | Capex Y/Y |
|---|---|---|---|
| Booking Holdings Inc | Q2 2026 | - | +18.8 % |
| Airbnb Inc | Q2 2026 | +16.4 % | - |
| Expedia Group Inc | Q2 2026 | +6.9 % | -0.5 % |
| Trip com Group Limited | Q4 2025 | +26.7 % | +40.7 % |
| Travel and Leisure Co | Q2 2026 | +25.3 % | -32.4 % |
| Trivago N v | Q4 2025 | +34.0 % | +61.1 % |
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Booking Holdings Inc's Returns and Turnover vs Peers
ROA, ROI and ROE (trailing 12 months), receivables and inventory turnover| Company | ROA | ROI | ROE |
|---|---|---|---|
| Booking Holdings Inc | 24.98% | 57.95% | - |
| Airbnb Inc | 10.67% | 16.97% | 33.38% |
| Expedia Group Inc | 7.76% | 23.83% | 86.33% |
| Trip com Group Limited | 12.49% | 17.60% | 19.55% |
| Travel and Leisure Co | 3.46% | 3.26% | - |
| Trivago N v | 3.13% | 5.26% | 5.26% |
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ROA = net income / total assets; ROI = net income / investments; ROE = net income / equity; turnover ratios use trailing 12 month revenue (receivables) and cost of sales (inventory).
Booking Holdings Inc's Valuation vs Peers
P/E, price to sales, PEG, price to cash flow and price to book| Company | P/E | Price / Sales |
|---|---|---|
| Booking Holdings Inc | 17.99 | 4.42 |
| Airbnb Inc | 35.12 | 7.00 |
| Expedia Group Inc | 16.07 | 2.01 |
| Trip com Group Limited | 2.84 | 1.51 |
| Travel and Leisure Co | 17.47 | 1.00 |
| Trivago N v | 166.07 | 3.25 |
| PEERS AVERAGE | 15.05 | 3.50 |
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P/E = price / diluted EPS (trailing 12 months); PEG = P/E divided by EPS growth; the average row divides the peers' combined market cap by their combined income, sales, cash flow and equity.