Valuation Update: Is Booking Still a Buy?

Where BKNG stands on valuation today.

We're testing a new report format: quick valuation updates for companies we've already covered in depth.

These short-form posts help premium members track entry points and risk/reward more frequently, as such there’s no need to wait for a full deep dive.

Our first test: a valuation-only refresh on Booking Holdings ( BKNG 0.00%↑ ).

If you're on the free plan, no worries, you can skip this article or scroll through the comparison charts below (Booking vs. Expedia vs. Airbnb). Even without the valuation update, the visuals should help you judge whether Booking’s competitive position deserves a closer look.

Source: Fiscal.ai (affiliate link with a 15% discount for StockOpine readers)

If you want more tactical updates, portfolio changes (like the ones we shared the last two days), and valuation-driven insights, consider upgrading to premium.

And with that, on to the numbers.

1. Valuation

The stock price as of 2nd of July 2025 stands at $5,701.8 with one year return of 14.8%. Booking's market capitalization is $185.5 billion and it trades at an EV/EBITDA TTM multiple of 21.5x. Based on our DCF valuation, the estimated price of Booking is