Booking Holdings Inc. – The world's leading online travel company

Brief summary for investors: Booking Holdings is a dominant player in the global online travel sector with a market capitalization of approximately USD 158 billion. The company operates several well-known platforms such as Booking.com, KAYAK, and OpenTable and benefits from the structural growth of the online travel market.

Development The share price has shown strong performance over the past five years, driven by the recovery and subsequent boom in the travel sector following the COVID-19 pandemic. After a low in 2020 (approximately €1,450), the share price rose steadily to new highs of over €4,900 at the end of 2024. This development correlates directly with the financial recovery: revenue increased from USD 6.8 billion (2020) to USD 21.4 billion (2023), and free cash flow reached USD 7.7 billion in 2023. However, recent quarterly figures show some volatility with fluctuating earnings, indicating seasonality and potential macroeconomic slowdowns.

Opportunities:

• Market Dominance: Booking.com's strong market position, particularly in Europe, offers significant economies of scale and pricing power.
• High Profitability and Cash Generation: The company continues to have robust EBITDA margins and exceptionally strong free cash flow, providing scope for acquisitions, dividends, or share buybacks.
• Expansion beyond traditional hotel bookings: Through brands such as Rentalcars.com and OpenTable, the company is diversifying its business model and can serve travelers along the entire customer journey.

Risks:

• Macroeconomic sensitivity: As a consumer discretionary, travel demand is vulnerable to economic downturns, inflation, and declining consumer purchasing power.
• Regulatory pressure: The business practices of large online platforms, particularly with regard to competition and data, are increasingly under the scrutiny of regulators in the EU and the US.
• Operating volatility: Recent quarterly results show fluctuations in net income, which could indicate cost increases or increased competition. The negative return on equity (ROE) in the last quarter is a notable outlier in an otherwise solid financial history and requires explanation.

Additional Notes: A CEO sale in August 2025 (approximately -1,013 shares) is documented, but on a scale that is not necessarily considered strategically significant. A political transaction (purchase) has occurred, but is of minor importance due to the small amount involved.

Conclusion: Booking Holdings is a highly profitable and financially strong group in a high-growth sector. Historical performance has been exceptionally good. Current risks primarily lie in its cyclical exposure and the regulatory environment. Recent operating volatility and the negative ROE in the last quarter require increased attention in the coming reporting periods. For long-term investors, the company remains an attractive option due to its market position and cash generation, albeit with cyclical risks.

Read full AI analysis