Booking is the world's largest online travel agency by sales, offering booking and payment services for hotel and alternative accommodation rooms, airlines, rental cars, restaurants, cruises, experiences, and other vacation packages. The company operates several branded travel booking sites, including Booking.com, Agoda, OpenTable, Rentalcars.com, and Kayak. Transaction fees for online bookings account for the bulk of revenue and profits.
The chart shows the growth of an initial investment of $10,000 in Booking Holdings Inc. Common Stock, comparing it to the performance of the S&P 500 index.
All prices have been adjusted for splits and dividends.
Booking Holdings Inc. Common Stock (BKNG) has returned -21.70% so far this year and 0.58% over the past 12 months. Looking at the last ten years, BKNG has achieved an annualized return of 8.33%, underperforming the Benchmark (SPY), which averaged 12.23% per year.
The table below presents the monthly returns of Booking Holdings Inc. Common Stock (BKNG) with color gradation from worst to best to easily spot seasonal factors.
| Jan | Feb | Mar | Apr | May | Jun | Jul | Aug | Sep | Oct | Nov | Dec | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 2026 | -6.63% | -15.80% | 3.96% | -0.53% | ||||||||
| 2025 | -5.07% | 7.40% | -8.16% | 11.53% | 10.33% | 5.26% | -4.12% | 2.18% | -3.19% | -5.12% | -2.94% | 9.03% |
| 2024 | -0.36% | -3.44% | 4.17% | -5.45% | 9.87% | 4.90% | -6.60% | 5.19% | 8.67% | 10.60% | 11.42% | -4.57% |
| 2023 | 19.39% | 4.20% | 4.84% | 1.57% | -6.40% | 7.88% | 10.29% | 5.53% | -1.64% | -9.19% | 11.51% | 13.50% |
| 2022 | 1.37% | -11.87% | 9.31% | -7.04% | 1.66% | -22.78% | 11.05% | -2.49% | -11.61% | 11.78% | 9.95% | -3.28% |
| 2021 | -13.59% | 16.65% | -1.82% | 4.75% | -4.93% | -8.06% | -0.75% | 4.93% | 2.95% | 0.16% | -13.15% | 11.75% |
| 2020 | -11.50% | -7.79% | -21.31% | 14.43% | 13.63% | -2.50% | 3.49% | 14.68% | -10.21% | -6.51% | 22.68% | 8.80% |
| 2019 | 8.37% | -6.96% | 2.15% | 5.69% | -10.84% | 13.04% | -0.70% | 4.29% | 0.31% | 3.63% | -5.91% | 8.19% |
| 2018 | 7.96% | 2.25% | 5.20% | -2.83% | -4.43% | 0.80% | -3.90% | 1.71% | -6.16% | 0.49% | -10.55% |
The charts below present risk-adjusted performance metrics for Booking Holdings Inc. Common Stock (BKNG) and compare them to a Benchmark (SPY). These indicators evaluate an investment's returns against its associated risks.
The Sharpe ratio helps investors understand how much return they're getting for the level of risk taken. A higher Sharpe ratio indicates better risk-adjusted performance, meaning more reward for each unit of risk.
These values reflect how efficiently the investment has delivered returns relative to its volatility over different time periods. All figures are annualized and based on daily total returns.
The chart below shows the rolling Sharpe ratio of BKNG compared to the benchmark. This view highlights how the investment's risk-adjusted performance has changed over time.
The current Booking Holdings Inc. Common Stock volatility is 2.58%, representing the standart deviation of percentage change in the investments's value, either up or down over the past month. The chart below shows the rolling one-month volatility.
The Drawdowns chart displays portfolio losses from any high point along the way. It shows the maximum percentage drop from a peak to a trough over a specified period, indicating the risk of significant losses.
Although chart shows positive values, it represents the percentage drop from the peak, so a value of 10% means the portfolio has dropped 10% from its highest point.
The income statement provides a summary of a company's revenues, expenses, and profits over a specific period. It shows how much money the company earned (revenues) and how much it spent (expenses), leading to the net income or profit. This statement is crucial for understanding a company's financial performance and profitability.
| 2025 | 2024 | 2023 | 2022 | 2021 | 2020 | 2019 | 2018 | |
|---|---|---|---|---|---|---|---|---|
| Liabilities And Equity (USD) | 29.26B | 27.71B | 24.34B | 25.36B | 23.64B | 21.87B | 21.40B | 22.69B |
| Equity Attributable To Parent (USD) | -5.58B | -4.02B | -2.74B | 2.78B | 6.18B | 4.89B | 5.93B | 8.79B |
| Equity Attributable To Noncontrolling Interest (USD) | - | - | - | - | - | - | - | - |
| Equity (USD) | -5.58B | -4.02B | -2.74B | 2.78B | 6.18B | 4.89B | 5.93B | 8.79B |
| Other Non-current Liabilities (USD) | - | - | - | - | - | - | 2.46B | 1.70B |
| Long-term Debt (USD) | 18.74B | 16.60B | 14.18B | - | - | - | 7.64B | 8.65B |
| Noncurrent Liabilities (USD) | 18.14B | 16.08B | 13.76B | 14.11B | 11.22B | 13.56B | 10.10B | 10.35B |
| Other Current Liabilities (USD) | 10.83B | 11.21B | 9.22B | 5.45B | 4.24B | 2.36B | 3.78B | 2.07B |
| Wages (USD) | 775.00M | 611.00M | 634.00M | 518.00M | 421.00M | 333.00M | 344.00M | 348.00M |
| Accounts Payable (USD) | 5.09B | 3.82B | 3.48B | 2.51B | 1.59B | 735.00M | 1.24B | 1.13B |
| Current Liabilities (USD) | 16.70B | 15.65B | 13.33B | 8.47B | 6.25B | 3.43B | 5.37B | 3.56B |
| Liabilities (USD) | 34.84B | 31.73B | 27.09B | 22.58B | 17.46B | 16.98B | 15.47B | 13.90B |
| Other Non-current Assets (USD) | 5.28B | 5.00B | 4.91B | 7.07B | 7.62B | 7.10B | 8.88B | 11.50B |
| Intangible Assets (USD) | 918.00M | 1.38B | 1.61B | 1.83B | 2.06B | 1.81B | 1.95B | 2.13B |
| Fixed Assets (USD) | 807.00M | 832.00M | 784.00M | 669.00M | 822.00M | 756.00M | 738.00M | 656.00M |
| Noncurrent Assets (USD) | 7.00B | 7.22B | 7.31B | 9.56B | 10.50B | 9.67B | 11.57B | 14.28B |
| Other Current Assets (USD) | 21.65B | 19.90B | 16.39B | 15.32B | 12.74B | 11.87B | - | - |
| Prepaid Expenses (USD) | 611.00M | 587.00M | 644.00M | 477.00M | 404.00M | 337.00M | - | - |
| Current Assets (USD) | 22.26B | 20.49B | 17.03B | 15.80B | 13.15B | 12.21B | 9.83B | 8.41B |
| Assets (USD) | 29.26B | 27.71B | 24.34B | 25.36B | 23.64B | 21.87B | 21.40B | 22.69B |
Booking Holdings completed its first-ever forward 25-for-1 stock split on April 2, 2026, reducing its share price to around $184 to make it more accessible to retail investors. The online travel company has surged over 31,800% over the past 25 years, driven by strong competitive advantages including international expansion, cyclical economic benefits, and its Connected Trip AI strategy. The stock is trading at a historically low valuation of 13x forward 2027 earnings.
MakeMyTrip faced downward pressure after Morpheus Research, an activist short-selling firm, released a report alleging the Indian online travel agency is defying regulators by continuing price parity clauses despite a 2022 CCI order, using accounting 'gimmicks' with a $212 million discrepancy between adjusted and IFRS profits, losing market share to competitors, and failing to protect customers from unsafe hotels while using deceptive web design practices.
Booking Holdings is conducting a 25-for-1 stock split in early April 2026, marking its first forward split in company history. The stock has surged 30,490% over 25 years and currently trades at $4,200+ per share. Wall Street analysts are bullish with 79% buy/strong buy ratings and an average price target of $5,802, implying 34% upside. The company reported strong 2025 results with 13% revenue growth and 22% EPS growth, and now trades at a discount valuation of 25x earnings versus its three-year average of 29x.
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Expedia stock has become volatile after more than doubling over the past year and hitting a 52-week high in January. While the company shows solid fundamentals with strong B2B and advertising growth, and analyst price targets suggest 17% upside potential, concerns about moderate margin expansion, macroeconomic pressures, and rising short interest (7.4% of float) are keeping the stock choppy. The stock trades at attractive valuations compared to peers but faces headwinds from geopolitical tensions and weak consumer sentiment.
Booking Holdings is highlighted as an attractive buy following its announcement of a 25-for-1 stock split, trading at a 41% discount to its five-year average valuation with strong international market share and AI integration. Conversely, Lucid Group's reverse stock split is cautioned against due to persistent cash burn exceeding $2.9 billion in 2025, massive accumulated losses, and consistent failure to meet production guidance.
The article highlights DraftKings and Booking Holdings as two growth stocks with significant upside potential in 2026. DraftKings, down 37% year-to-date, has achieved GAAP profitability and entered the prediction markets business, with analysts projecting 65% upside. Booking Holdings, down 25% year-to-date amid AI disruption concerns, is executing well operationally and announcing a 25-for-1 stock split, with analysts seeing 53% upside potential.
The article examines stock splits as corporate signals in a highly bifurcated market. While traditional splits are declining despite near-record stock prices, reverse splits remain steady, suggesting CEO caution. Notable cases include Booking Holdings announcing a 25-for-1 split despite being at a 52-week low, and struggling companies like Noodles & Company executing reverse splits. The divergence between winners (Energy, Materials, Consumer Staples) and losers (Software, Financials hit by AI disruption) reflects a K-shaped economy.
Booking Holdings announced a historic 25-for-1 forward stock split effective April 2, 2026, becoming the first major stock split of the year. The article suggests Meta Platforms is ideally positioned to follow suit, as it's the only Magnificent Seven member without a previous stock split, has over 30% retail ownership, and a high share price of $656. Both companies demonstrate strong competitive advantages and growth potential.
Online travel stocks Booking Holdings, Expedia, and Tripadvisor have plunged 22-27% this month despite strong earnings, driven by investor concerns that generative AI platforms could disintermediate traditional travel agencies. Both Booking and Expedia are aggressively investing in AI tools and leveraging scale advantages, while analysts see rare valuation opportunities with 50% upside potential, suggesting the selloff may represent a buying opportunity.
