Booking Holdings Inc (BKNG)vsAlphabet Inc Class A (GOOGL)
BKNG
Booking Holdings Inc
$4,237.75
-1.23%
CONSUMER CYCLICAL · Cap: $138.30B
GOOGL
Alphabet Inc Class A
$290.93
+0.17%
COMMUNICATION SERVICES · Cap: $3.65T
Smart Verdict
WallStSmart Research — data-driven comparison
Alphabet Inc Class A generates 1397% more annual revenue ($402.84B vs $26.92B). GOOGL leads profitability with a 32.8% profit margin vs 20.1%. BKNG appears more attractively valued with a PEG of 0.73. BKNG earns a higher WallStSmart Score of 78/100 (B+).
BKNG
Strong Buy78
out of 100
Grade: B+
GOOGL
Strong Buy70
out of 100
Grade: B
Intrinsic Value Comparison
Multi-model valuation · Graham Formula
Margin of Safety
+45.4%
Fair Value
$7757.57
Current Price
$4237.75
$3519.82 discount
Margin of Safety
+42.6%
Fair Value
$505.91
Current Price
$290.93
$214.98 discount
Key Strengths & Concerns
Side-by-side fundamental analysis
Key Strengths
Strong operational efficiency at 32.5%
Conservative balance sheet, low leverage
Safe zone — low bankruptcy risk
Large-cap with strong market position
Keeps 20 of every $100 in revenue as profit
Growing faster than its price suggests
Mega-cap, among the largest globally
Every $100 of equity generates 36 in profit
Keeps 33 of every $100 in revenue as profit
Strong operational efficiency at 31.6%
Generating 24.6B in free cash flow
Safe zone — low bankruptcy risk
Areas to Watch
Moderate valuation
ROE of 2.3% — below average capital efficiency
Expensive relative to growth rate
Moderate valuation
Trading at 8.5x book value
Comparative Analysis Report
WallStSmart ResearchBull Case : BKNG
The strongest argument for BKNG centers on Operating Margin, Debt/Equity, Altman Z-Score. Profitability is solid with margins at 20.1% and operating margin at 32.5%. Revenue growth of 16.0% demonstrates continued momentum.
Bull Case : GOOGL
The strongest argument for GOOGL centers on Market Cap, Return on Equity, Profit Margin. Profitability is solid with margins at 32.8% and operating margin at 31.6%. Revenue growth of 18.0% demonstrates continued momentum.
Bear Case : BKNG
The primary concerns for BKNG are P/E Ratio, Return on Equity.
Bear Case : GOOGL
The primary concerns for GOOGL are PEG Ratio, P/E Ratio, Price/Book.
Key Dynamics to Monitor
BKNG carries more volatility with a beta of 1.23 — expect wider price swings.
GOOGL is growing revenue faster at 18.0% — sustainability is the question.
GOOGL generates stronger free cash flow (24.6B), providing more financial flexibility.
Monitor TRAVEL SERVICES industry trends, competitive dynamics, and regulatory changes.
Bottom Line
BKNG scores higher overall (78/100 vs 70/100), backed by strong 20.1% margins and 16.0% revenue growth. GOOGL offers better value entry with a 42.6% margin of safety. Both earn "Strong Buy" and "Strong Buy" ratings respectively — the choice depends on your investment horizon and risk tolerance.
This analysis is generated from publicly available financial data. Not financial advice.
Booking Holdings Inc
CONSUMER CYCLICAL · TRAVEL SERVICES · USA
Booking Holdings Inc. is an American travel technology company organized in Delaware and based in Norwalk, Connecticut, that owns and operates several travel fare aggregators and travel fare metasearch engines including namesake and flagship Booking.com, Priceline.com, Agoda.com, Kayak.com, Cheapflights, Rentalcars.com, Momondo, and OpenTable.
Visit Website →Alphabet Inc Class A
COMMUNICATION SERVICES · INTERNET CONTENT & INFORMATION · USA
Alphabet Inc. is an American multinational conglomerate headquartered in Mountain View, California. It was created through a restructuring of Google on October 2, 2015, and became the parent company of Google and several former Google subsidiaries. The two co-founders of Google remained as controlling shareholders, board members, and employees at Alphabet. Alphabet is the world's fourth-largest technology company by revenue and one of the world's most valuable companies.
Visit Website →Compare with Other TRAVEL SERVICES Stocks
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