Is BKNG Stock Undervalued?

A comprehensive valuation analysis of Booking Holdings Inc (BKNG) examining current multiples, intrinsic value, and comparing to analyst expectations.

Updated February 28, 2026•8 min read•View Full Analysis

Valuation Verdict

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Fairly Valued

0.0% downside risk

Based on our analysis, Booking Holdings Inc appears to be fairly valued at the current price of $4239.35.

Current Valuation Metrics

Valuation ratios help us understand how the market is pricing BKNG relative to its fundamentals. Let's examine the key multiples investors are paying today.

P/E Ratio

25.58

High

P/B Ratio

34.95

High

P/S Ratio

5.08

High

EV/EBITDA

14.83

Moderate

Understanding the Metrics

P/E Ratio: At 25.58x earnings, BKNG is trading above the typical market average of 15-20x.
P/B Ratio: A P/B of 34.95 means investors pay $34.95 for every $1 of book value.
P/S Ratio: The price-to-sales ratio of 5.08 indicates how much investors value each dollar of revenue.
EV/EBITDA: This ratio of 14.83 helps compare BKNG to peers while accounting for debt.

Fair Value Estimate

Using a discounted cash flow (DCF) model, we estimate the intrinsic value of Booking Holdings Inc stock. This fundamental analysis looks at the company's ability to generate future cash flows and discounts them back to today's value.

Current Price

$4239.35

Fair Value Estimate

N/A

Unable to calculate a reliable fair value estimate due to insufficient financial data or negative cash flows. This is common for early-stage growth companies or those undergoing restructuring.

Analyst Price Targets

Wall Street analysts provide price targets based on their fundamental research and models. Let's see how the consensus view compares to the current price.

Current Price

$4239.35

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Analyst Target

$5816.77

Implied Upside37.2%

The consensus analyst price target of $5816.77 suggests 37.2% upside potential from current levels. Analysts appear optimistic about the stock's prospects.

Investment Conclusion

Bottom Line

Booking Holdings Inc (BKNG) appears fairly valued at $4239.35, trading in line with our fundamental analysis. The stock may be appropriate for investors seeking exposure to Consumer Discretionary without significant valuation risk.

Disclaimer: This analysis is for informational purposes only and should not be considered investment advice. Always conduct your own research and consult with a financial advisor before making investment decisions. Past performance does not guarantee future results.