<div id="readability-page-1"><div><p>Before we get into the numbers, if you are wondering whether Booking Holdings is priced attractively today, this article will walk through what the current market price might be implying about its value.</p> <p>Over the very short term the stock has been mixed, with a 7.3% return over the last 7 days and 2.1% over the last 30 days, while year to date the share price shows a 14.5% decline and a 1.9% decline over the last year. This is set against longer term returns of 86.9% over 3 years and 93.1% over 5 years.</p> <p>Recent news flow around Booking Holdings has largely centered on its position in online travel, regulatory discussions affecting major platforms, and competition across global travel booking channels. Together, these themes provide useful context for thinking about how much risk investors currently see in the business and how they might be reassessing what they are willing to pay for its future potential.</p> <p>On our checks, Booking Holdings scores 5 out of 6 on our valuation framework. You can see this in detail through our 5 out of 6 valuation score. Next, we will look at how different approaches like discounted cash flows and market multiples line up, before finishing with a way to look at valuation that can give you a fuller picture than any single model on its own.</p> <p>Find out why Booking Holdings's -1.9% return over the last year is lagging behind its peers.</p> <h3>Approach 1: Booking Holdings Discounted Cash Flow (DCF) Analysis</h3> <p>A Discounted Cash Flow, or DCF, model takes forecasts of a company’s future cash flows and discounts them back to today using a required rate of return, to estimate what the whole business might be worth in today’s dollars.</p> <p>For Booking Holdings, the model used is a 2 Stage Free Cash Flow to Equity approach, based on cash flow projections. The latest twelve month free cash flow sits at about $9.0b, and analysts and extrapolated estimates point to projected free cash flow of $14.4b by 2030. The path between today and that 10 year mark is captured in a series of annual projections, with analyst inputs for the earlier years and Simply Wall St extrapolations thereafter.</p> <p>When all those projected cash flows are discounted back to today, the DCF model arrives at an estimated intrinsic value of $8,132.81 per share. Compared to the current market price, this implies the stock is trading at a 44.0% discount, which in this model indicates Booking Holdings is undervalued on this cash flow based view.</p> <p><strong>Result: UNDERVALUED</strong></p> <p>Our Discounted Cash Flow (DCF) analysis suggests Booking Holdings is undervalued by 44.0%. Track this in your watchlist or portfolio, or discover 49 more high quality undervalued stocks.</p> <figure><img height="476" src="https://imageproxy.pbkrs.com/https://images.simplywall.st/company/d9bbae42-5343-419f-9ded-6cc1fe345f70/chart/dcf/query-ZGF0ZT0yMDI2LTAzLTA4?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="746" original-src="https://imageproxy.pbkrs.com/https://images.simplywall.st/company/d9bbae42-5343-419f-9ded-6cc1fe345f70/chart/dcf/query-ZGF0ZT0yMDI2LTAzLTA4"/><figcaption>BKNG Discounted Cash Flow as at Mar 2026</figcaption></figure> <p>Head to the Valuation section of our Company Report for more details on how we arrive at this Fair Value for Booking Holdings.</p> <h3>Approach 2: Booking Holdings Price vs Earnings</h3> <p>For a profitable company like Booking Holdings, the P/E ratio is a useful way to relate what you pay for each share to the earnings that support it. In general, investors tend to accept a higher P/E when they expect stronger earnings growth and lower perceived risk, and a lower P/E when growth expectations or risk profiles are more muted.</p> <p>Booking Holdings currently trades on a P/E of about 26.7x. That sits above the Hospitality industry average of roughly 22.1x, but below the peer average of about 32.4x. Simply Wall St’s Fair Ratio framework goes a step further by estimating what a more tailored P/E might look like, based on factors such as the company’s earnings growth profile, industry, profit margins, market cap and specific risks.</p> <p>Because the Fair Ratio of 38.8x is built from these company specific inputs, it can give a more rounded reference point than a simple comparison to broad industry groups or a small set of peers. Set against this Fair Ratio, Booking Holdings’ current P/E of 26.7x sits meaningfully lower, which indicates that the shares may be undervalued on this earnings based view.</p> <p><strong>Result: UNDERVALUED</strong></p> <figure><img height="476" src="https://imageproxy.pbkrs.com/https://images.simplywall.st/company/d9bbae42-5343-419f-9ded-6cc1fe345f70/chart/pe-multiple-vs-industry/query-ZGF0ZT0yMDI2LTAzLTA4?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="746" original-src="https://imageproxy.pbkrs.com/https://images.simplywall.st/company/d9bbae42-5343-419f-9ded-6cc1fe345f70/chart/pe-multiple-vs-industry/query-ZGF0ZT0yMDI2LTAzLTA4"/><figcaption>NasdaqGS:BKNG P/E Ratio as at Mar 2026</figcaption></figure> <p>P/E ratios tell one story, but what if the real opportunity lies elsewhere? Start investing in legacies, not executives. Discover our 20 top founder-led companies.</p> <h3>Upgrade Your Decision Making: Choose your Booking Holdings Narrative</h3> <p>Earlier we mentioned that there is an even better way to understand valuation, so let us introduce you to Narratives, which are simply your story about Booking Holdings linked directly to your own assumptions for future revenue, earnings, margins and Fair Value, and then compared with the current price to help you judge whether it looks attractive or not.</p> <p>On Simply Wall St’s Community page, Narratives are an easy tool that millions of investors use to connect a company’s story to a forecast and a fair value in one place, with the model updating automatically when new information like earnings or news is added.</p> <p>For example, one Booking Holdings Narrative on the platform currently anchors on a fair value of about US$6,090.63 per share, while another uses a fair value around US$5,816.77. That spread shows how two investors looking at the same business, price and data can reach different conclusions about whether the stock looks appealing or not based on their own expectations.</p> <p>Do you think there's more to the story for Booking Holdings? Head over to our Community to see what others are saying!</p> <figure><img height="476" src="https://imageproxy.pbkrs.com/https://images.simplywall.st/company/d9bbae42-5343-419f-9ded-6cc1fe345f70/chart/quote-price/query-ZGF0ZT0yMDI2LTAzLTA4?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="746" original-src="https://imageproxy.pbkrs.com/https://images.simplywall.st/company/d9bbae42-5343-419f-9ded-6cc1fe345f70/chart/quote-price/query-ZGF0ZT0yMDI2LTAzLTA4"/><figcaption>NasdaqGS:BKNG 1-Year Stock Price Chart</figcaption></figure> <p><em> This article by Simply Wall St is general in nature. <strong>We provide commentary based on historical data     and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice.</strong> It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your     financial situation. We aim to bring you long-term focused analysis driven by fundamental data.     Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material.     Simply Wall St has no position in any stocks mentioned.</em></p><div><h3>Valuation is complex, but we're here to simplify it.</h3><p>Discover if Booking Holdings might be undervalued or overvalued with our detailed analysis, featuring <strong>fair value estimates, potential risks, dividends, insider trades, and its financial condition.</strong></p><p>Access Free Analysis</p></div></div></div>

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<p>Booking Holdings (BKNG) has experienced mixed stock performance, with a 14.5% decline year-to-date. Despite this, it shows strong long-term returns of 86.9% over three years. A Discounted Cash Flow (DCF) analysis suggests the stock is undervalued by 44%, with an intrinsic value of $8,132.81 per share. Additionally, its P/E ratio of 26.7x is below the peer average, indicating potential undervaluation. Overall, the analysis highlights that Booking Holdings may offer value to investors despite recent share price weakness.</p>

Does Booking Holdings (BKNG) Offer Value After Recent Share Price Weakness