Is Booking Holdings Inc. overvalued?

Booking Holdings Inc. (BKNG) looks fairly valued — trading about 9% below its fair value.

Fairly valued

Price

$163.95

Fair value

$178.94

Current P/E

24.8

Normal P/E

27.0

Market cap

$127.04B

Dividend yield

1.1%

Return on equity

-96.7%

Sector

Consumer Cyclical

Fair value compares BKNG's current P/E to its own historical "normal" P/E (FAST Graphs-style). Updated 24 Sep 2026.

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