Head-To-Head Review: Booking (BKNG) versus Its Peers

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Booking (NASDAQ: BKNG) is one of 120 public companies in the “Business services, not elsewhere classified” industry, but how does it weigh in compared to its rivals? We will compare Booking to related companies based on the strength of its profitability, valuation, earnings, analyst recommendations, dividends, risk and institutional ownership.

Institutional & Insider Ownership

94.1% of Booking shares are held by institutional investors. Comparatively, 61.8% of shares of all “Business services, not elsewhere classified” companies are held by institutional investors. 0.2% of Booking shares are held by insiders. Comparatively, 16.3% of shares of all “Business services, not elsewhere classified” companies are held by insiders. Strong institutional ownership is an indication that endowments, hedge funds and large money managers believe a stock is poised for long-term growth.

Analyst Ratings

This is a breakdown of current ratings for Booking and its rivals, as reported by MarketBeat.

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Booking 0 7 23 0 2.77
Booking Competitors 698 3547 6931 271 2.59

Booking currently has a consensus target price of $2,091.32, indicating a potential upside of 2.85%. As a group, “Business services, not elsewhere classified” companies have a potential upside of 9.33%. Given Booking’s rivals higher probable upside, analysts plainly believe Booking has less favorable growth aspects than its rivals.

Profitability

This table compares Booking and its rivals’ 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 5.47% -51.29% 2.37%

Valuation & Earnings

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

Gross Revenue Net Income Price/Earnings Ratio
Booking $12.68 billion $2.34 billion 26.40
Booking Competitors $2.38 billion $315.29 million 13.22

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

Risk and Volatility

Booking has a beta of 1.26, suggesting that its stock price is 26% more volatile than the S&P 500. Comparatively, Booking’s rivals have a beta of 0.66, suggesting that their average stock price is 34% less volatile than the S&P 500.

Summary

Booking beats its rivals 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 Booking.com, priceline.com and agoda.com brands. Its other brands include KAYAK, Rentalcars.com and OpenTable, Inc. (OpenTable). As of December 31, 2016, Booking.com 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 Booking.com Website).

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