Using the industry peer median P/E Multiples multiple (trailing + forward), Booking Holdings Inc. (BKNG) has a fair value of $220.63 based on 8 comparable companies in the Travel Services industry.
USD in millions except Fair Price. Subject company highlighted.
| Mkt Cap ($M) | Trailing P/E | Forward P/E | |
|---|---|---|---|
| Booking Holdings Inc.BKNG | 135,395 | 25.1x | 15.8x |
| McDonald's Corporation | 196,011 | 23.1x | 21.0x |
| The TJX Companies, Inc. | 170,980 | 31.7x | 33.0x |
| Lowe's Companies, Inc. | 128,366 | 19.3x | 18.2x |
| Airbnb, Inc. | 84,823 | 35.1x | 28.5x |
| MercadoLibre, Inc. | 82,764 | 41.4x | 40.4x |
| Royal Caribbean Cruises Ltd. | 75,328 | 18.0x | 16.2x |
| Viking Holdings Ltd | 37,242 | 32.7x | 33.7x |
| Expedia Group, Inc. | 26,910 | 23.4x | 11.8x |
| Industry Median | 27.5x | 24.7x | |
| (*) Profit after tax | 5,404 | 8,543 | |
| Equity Value | 148,878 | 211,173 | |
| (/) Outstanding shares | 816 | 816 | |
| Fair Price | $182 | $259 | |
Using the industry peer median EV/EBITDA multiple (trailing + forward), Booking Holdings Inc. (BKNG) has a fair value of $225.12 based on 8 comparable companies in the Travel Services industry.
USD in millions except Fair Price. Subject company highlighted.
| Mkt Cap ($M) | Trailing EV/EBITDA | Forward EV/EBITDA | |
|---|---|---|---|
| Booking Holdings Inc.BKNG | 135,395 | 14.9x | 13.6x |
| McDonald's Corporation | 196,011 | 17.1x | 16.0x |
| The TJX Companies, Inc. | 170,980 | 21.9x | 22.0x |
| Lowe's Companies, Inc. | 128,366 | 12.6x | 11.6x |
| Airbnb, Inc. | 84,823 | 31.6x | 28.1x |
| MercadoLibre, Inc. | 82,764 | 25.4x | 25.6x |
| Royal Caribbean Cruises Ltd. | 75,328 | 14.1x | 12.9x |
| Viking Holdings Ltd | 37,242 | 21.9x | 22.3x |
| Expedia Group, Inc. | 26,910 | 9.3x | 8.6x |
| Industry Median | 19.5x | 19.0x | |
| (*) EBITDA | 9,217 | 10,086 | |
| = Enterprise Value | 179,648 | 191,924 | |
| (-) Net Debt | 2,090 | 2,090 | |
| Equity Value | 177,558 | 189,834 | |
| (/) Outstanding shares | 816 | 816 | |
| Fair Price | $218 | $233 | |
Using the industry peer median EV/Revenue multiple (trailing + forward), Booking Holdings Inc. (BKNG) has a fair value of $141.13 based on 8 comparable companies in the Travel Services industry.
USD in millions except Fair Price. Subject company highlighted.
| Mkt Cap ($M) | Trailing EV/Revenue | Forward EV/Revenue | |
|---|---|---|---|
| Booking Holdings Inc.BKNG | 135,395 | 5.1x | 4.7x |
| McDonald's Corporation | 196,011 | 9.3x | 8.7x |
| The TJX Companies, Inc. | 170,980 | 3.1x | 3.1x |
| Lowe's Companies, Inc. | 128,366 | 1.6x | 1.4x |
| Airbnb, Inc. | 84,823 | 6.6x | 5.8x |
| MercadoLibre, Inc. | 82,764 | 3.1x | 3.2x |
| Royal Caribbean Cruises Ltd. | 75,328 | 5.4x | 5.0x |
| Viking Holdings Ltd | 37,242 | 6.0x | 6.1x |
| Expedia Group, Inc. | 26,910 | 1.8x | 1.7x |
| Industry Median | 4.3x | 4.1x | |
| (*) Revenue | 26,917 | 29,455 | |
| = Enterprise Value | 115,042 | 119,453 | |
| (-) Net Debt | 2,090 | 2,090 | |
| Equity Value | 112,952 | 117,363 | |
| (/) Outstanding shares | 816 | 816 | |
| Fair Price | $138 | $144 | |
Using the PEG framework with analyst consensus forward EPS growth of 24.9% plus 1.0% dividend yield, the company has a fair value of $260.89 based on NTM EPS (FY2026) of $10.47. The current PEG ratio is 0.64.
PEG < 1 = bargain, 1–1.5 = fair, > 2 = expensive.
PEG is most informative for high-growth companies — the PEG sweet spot.
| EPS Growth RateForward | 23.9% |
| Dividend Yield | +1.0% |
| Adjusted Growth (clamped 8–25%) | 24.9% |
| Fair P/E | 24.9x |
| NTM EPS (FY2026) | $10.47 |
| Fair Value | $260.89 |
| Period | EPS Est. | Growth | Analysts |
|---|---|---|---|
| FY2025 (actual) | $6.62 | — | — |
| FY2026E | $10.47 | +58.1% | 26 |
| FY2027E | $12.33 | +17.7% | 27 |
| FY2028E | $14.35 | +16.4% | 18 |
| FY2029E | $17.23 | +20.1% | 11 |
| FY2030E | $19.37 | +12.4% | 9 |
5Y Forward EPS CAGR: 23.9%
| Year | Net Income | EPS | YoY |
|---|---|---|---|
| FY2021 | $1.2B | $1.13 | — |
| FY2022 | $3.1B | $3.05 | +171.0% |
| FY2023 | $4.3B | $4.70 | +53.8% |
| FY2024 | $5.9B | $6.91 | +47.1% |
| FY2025 | $5.4B | $6.62 | -4.2% |
4Y Historical EPS CAGR: 55.7%
Using the Earnings Power Value framework with a WACC of 8.2% and normalized earnings of $7.5B, the company has a fair value of $109.51 per share. The EPV range is $92.20 – $134.57 based on WACC sensitivity (6.7% – 9.7%).
| Low | Selected | High | |
|---|---|---|---|
| Normalized Earnings | 7,506 | 7,506 | 7,506 |
| (/) WACC | 9.7% | 8.2% | 6.7% |
| Enterprise Value | 77,320 | 91,450 | 111,899 |
| (-) Net debt | 2,090 | 2,090 | 2,090 |
| Equity Value | 75,230 | 89,360 | 109,809 |
| (/) Outstanding shares | 816 | 816 | 816 |
| Fair Price | $92.20 | $109.51 | $134.57 |
Using the Two-Stage Dividend Discount Model with a Cost of Equity of 8.4% and projected dividend growth of 15.0%, the fair value is $52.08 per share. The DDM range is $33.75 – $88.82 based on sensitivity analysis across Cost of Equity and growth rate assumptions.
| Year | DPS | Payout Ratio | YoY Growth |
|---|---|---|---|
| 2025 | $1.53 | 23.1% | +10.9% |
| 2024 | $1.38 | 20.0% | — |
| 2023 | — | 0.0% | — |
| 2022 | — | 0.0% | — |
| 2021 | — | 0.0% | — |
| Year | Projected DPS | Growth | Discount Factor | Present Value |
|---|---|---|---|---|
| 2026 | $1.76 | 15.0% | 0.9221 | $1.62 |
| 2027 | $2.02 | 15.0% | 0.8503 | $1.72 |
| 2028 | $2.33 | 15.0% | 0.7841 | $1.82 |
| 2029 | $2.67 | 15.0% | 0.7230 | $1.93 |
| 2030 | $3.08 | 15.0% | 0.6667 | $2.05 |
| Terminal Value | $3.18 DPS | 3.5% | $42.93 |
Fair value under different Cost of Equity (rows) and DPS Growth Rate (columns) assumptions.
| Ke \ Growth | 13.0% | 14.0% | 15.0% | 15.0% | 15.0% |
|---|---|---|---|---|---|
| 6.4% | $82 | $85 | $89 | $89 | $89 |
| 7.4% | $61 | $63 | $66 | $66 | $66 |
| 8.4% | $48 | $50 | $52 | $52 | $52 |
| 9.4% | $40 | $41 | $43 | $43 | $43 |
| 10.4% | $34 | $35 | $37 | $37 | $37 |
Disclaimer: Sweet Value Lab provides estimated intrinsic values for informational purposes only. This is not financial advice. All models rely on assumptions that may not reflect future performance. Always do your own research before making investment decisions.