Booking Holdings Inc (BKNG)vsAltria Group (MO)
BKNG
Booking Holdings Inc
$4,237.75
-1.23%
CONSUMER CYCLICAL · Cap: $138.30B
MO
Altria Group
$63.78
-0.84%
CONSUMER DEFENSIVE · Cap: $107.97B
Smart Verdict
WallStSmart Research — data-driven comparison
Booking Holdings Inc generates 34% more annual revenue ($26.92B vs $20.14B). MO leads profitability with a 34.5% 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+
MO
Hold47
out of 100
Grade: D+
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
-135.3%
Fair Value
$28.02
Current Price
$63.78
$35.76 premium
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
Keeps 35 of every $100 in revenue as profit
Strong operational efficiency at 57.1%
Conservative balance sheet, low leverage
Large-cap with strong market position
Attractively priced relative to earnings
Generating 3.2B in free cash flow
Areas to Watch
Moderate valuation
ROE of 2.3% — below average capital efficiency
Expensive relative to growth rate
ROE of 0.0% — below average capital efficiency
Revenue declined 0.5%
Earnings declined 62.9%
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 : MO
The strongest argument for MO centers on Profit Margin, Operating Margin, Debt/Equity. Profitability is solid with margins at 34.5% and operating margin at 57.1%.
Bear Case : BKNG
The primary concerns for BKNG are P/E Ratio, Return on Equity.
Bear Case : MO
The primary concerns for MO are PEG Ratio, Return on Equity, Revenue Growth.
Key Dynamics to Monitor
BKNG profiles as a growth stock while MO is a declining play — different risk/reward profiles.
BKNG carries more volatility with a beta of 1.23 — expect wider price swings.
BKNG is growing revenue faster at 16.0% — sustainability is the question.
MO generates stronger free cash flow (3.2B), providing more financial flexibility.
Bottom Line
BKNG scores higher overall (78/100 vs 47/100), backed by strong 20.1% margins and 16.0% revenue growth. Both earn "Strong Buy" and "Hold" 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 →Altria Group
CONSUMER DEFENSIVE · TOBACCO · USA
Altria Group, Inc. (previously known as Philip Morris Companies, Inc.) is an American corporation and one of the world's largest producers and marketers of tobacco, cigarettes and related products. It operates worldwide and is headquartered in unincorporated Henrico County, Virginia, just outside the city of Richmond.
Visit Website →Compare with Other TRAVEL SERVICES Stocks
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