Booking Holdings Inc
NASDAQ: BKNG · CONSUMER CYCLICAL · TRAVEL SERVICES
Updated 2026-04-29
Booking Holdings Inc (BKNG) Stock Valuation Analysis
Fair value estimate, historical valuation range, and quality signals for BKNG.
Valued
Fundamentals support the current valuation. Strong combination of growth, quality, and price.
BKNG historical valuation range
Where current P/E sits in BKNG's own 5Y range.
BKNG intrinsic value (DCF)
DCF-based fair value estimate vs current market price.
Intrinsic value calculated using discounted cash flow (DCF) model based on projected free cash flows, discount rate, and terminal growth assumptions. A positive margin of safety indicates the current price is below estimated fair value, providing a cushion against estimation error.
BKNG valuation signals
Quick-read green flags, caution flags, and risks based on current metrics.
P/E Ratio — History
Current: 27.23x
P/S Ratio — History
Current: 5.21x
Is BKNG overvalued in 2026?
Booking Holdings Inc (BKNG) currently trades at $168.36 per share with a market capitalization of $140,285,166,000.00. Based on our multi-factor framework, the stock looks attractively valued with a Smart Value Score of 78/100. This score blends growth quality, financial health, and price attractiveness into a single institutional-grade read.
The stock trades at a P/E ratio of 27.2x, above its 5-year median of 27.0x. The PEG ratio of 0.75 suggests earnings growth is outpacing the multiple, a classic sign of undervaluation.
Looking at its own history, BKNG is currently trading more expensive than 59% of the last 5Y on P/E. This places it in the 59th percentile of its historical range, a reasonable but unremarkable position.
Our discounted cash flow model estimates BKNG's intrinsic value at $182.44 per share, against the current market price of $168.36. This implies a margin of safety of +4.64%. The stock is priced close to its estimated fair value, offering limited upside without further operational improvement.
The Piotroski F-Score of 4/9 puts financial quality in a middling range, neither a standout strength nor an obvious red flag.
Bottom line: BKNG looks attractively valued on our framework, with a Smart Value Score of 78/100. The combination of reasonable price, healthy growth, and quality fundamentals makes it worth serious consideration.
Frequently asked questions
Is BKNG overvalued in 2026?
Based on a Smart Value Score of 78/100, BKNG is not overvalued. Fundamentals support the current price and offer reasonable margin of safety.
What is BKNG's fair value?
Our DCF model estimates BKNG's intrinsic value at $182.44 per share, versus the current price of $168.36. This produces a margin of safety of +4.64%.
What P/E ratio does BKNG trade at?
BKNG trades at a P/E of 27.2x on trailing twelve-month earnings, compared to its 5-year median of 27.0x.
Is BKNG a buy based on valuation?
WallStSmart does not issue buy or sell recommendations. Our Smart Value Score of 78/100 reflects the combined read on growth, quality, and price. The profile skews favorable for long-term accumulation.
How does BKNG's valuation compare to its history?
On P/E, BKNG currently sits in the 59th percentile of its own 5Y range. That is above its long-run median relative to where it has traded over the period.
What is BKNG's Smart Value Score?
BKNG's Smart Value Score is 78/100. The Smart Value Score is a proprietary WallStSmart metric blending growth quality, financial health, and valuation attractiveness into a single 0-100 read. Scores above 75 are rare and indicate strong multi-factor alignment.