The Battle Between Online Travel and Hotel Giants
Written by Emily J. Thompson, Senior Investment Analyst
Updated: 19 hours ago
0mins
Source: Fool
- Booking's Growth Potential: In FY 2025, Booking Holdings achieved $26.9 billion in revenue, a 13.4% increase year-over-year, with a net income of $5.4 billion and a net margin of 20.1%, showcasing its strong performance in the travel market despite competitive pressures from AI platforms.
- Marriott's Steady Performance: Marriott International reported $26.2 billion in revenue for FY 2025, a 4.3% increase, with a net income of $2.6 billion and a slight improvement in net margin to 9.9%, bolstered by its loyalty program attracting 271 million members, enhancing customer retention.
- Risk Profile Comparison: Booking's reliance on search engines for customer acquisition exposes it to risks from algorithm changes and stringent European regulations, while Marriott faces legal litigation risks and operational dependence on franchisees, which could disrupt revenue stability.
- Valuation Discrepancy: With a forward P/E ratio of 17.4x, Booking appears significantly more attractive based on future earnings estimates compared to Marriott's 33.0x, indicating Booking's potential for greater upside despite Marriott's strong brand and steady income stream.
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Analyst Views on BKNG
Wall Street analysts forecast BKNG stock price to rise
25 Analyst Rating
18 Buy
7 Hold
0 Sell
Moderate Buy
Current: 181.950
Low
5407
Averages
6153
High
6850
Current: 181.950
Low
5407
Averages
6153
High
6850
About BKNG
Booking Holdings Inc. is a provider of travel and restaurant online reservation and related services. The Company offers its services through five primary consumer-facing brands: Booking.com, Priceline, Agoda, KAYAK, and OpenTable. Through its brands, consumers can book an array of accommodations (including hotels, motels, resorts, homes, apartments, bed and breakfasts, hostels, and other alternative and traditional accommodation properties) and a flight to their destinations; make a car rental reservation or arrange for an airport taxi; make a dinner reservation; or book a vacation package, tour, activity, or cruise. Consumers can also use its meta-search services to easily compare travel reservation information, such as flight, hotel, and rental car reservations from hundreds of online travel platforms at once. Booking.com offers accommodation reservation services for approximately 4.4 million properties in over 220 countries and territories and in over 40 languages.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
Booking Holdings Schedules Q2 2026 Earnings Call
- Earnings Call Announcement: Booking Holdings has announced a conference call scheduled for August 4, 2026, at 4:30 p.m. ET to discuss its Q2 financial results, which is expected to attract significant attention from investors and analysts.
- Webcast and Replay: The event will be webcasted on the company's website, with audio available for replay for seven days post-event, ensuring that investors who cannot attend live can access critical information, thereby enhancing transparency.
- Financial Results Release: The company will post its Q2 financial results on its Investor Relations website at approximately 4:00 p.m. ET on the same day, providing detailed performance data to help the market analyze the company's operational status.
- Global Business Context: As the world leader in online travel and services, Booking Holdings leverages advanced AI and machine learning technologies to simplify and personalize the travel experience, further solidifying its market position across over 220 countries and territories.
See More
The Battle Between Online Travel and Hotel Giants
- Booking's Growth Potential: In FY 2025, Booking Holdings achieved $26.9 billion in revenue, a 13.4% increase year-over-year, with a net income of $5.4 billion and a net margin of 20.1%, showcasing its strong performance in the travel market despite competitive pressures from AI platforms.
- Marriott's Steady Performance: Marriott International reported $26.2 billion in revenue for FY 2025, a 4.3% increase, with a net income of $2.6 billion and a slight improvement in net margin to 9.9%, bolstered by its loyalty program attracting 271 million members, enhancing customer retention.
- Risk Profile Comparison: Booking's reliance on search engines for customer acquisition exposes it to risks from algorithm changes and stringent European regulations, while Marriott faces legal litigation risks and operational dependence on franchisees, which could disrupt revenue stability.
- Valuation Discrepancy: With a forward P/E ratio of 17.4x, Booking appears significantly more attractive based on future earnings estimates compared to Marriott's 33.0x, indicating Booking's potential for greater upside despite Marriott's strong brand and steady income stream.
See More
Comparison of Online Travel and Hotel Giants
- Revenue Growth Comparison: Booking Holdings reported $26.9 billion in revenue for FY 2025, reflecting a 13.4% increase, while Marriott International's revenue was $26.2 billion, up 4.3%, indicating Booking's stronger performance in market demand, which may attract higher investor interest.
- Net Income and Margins: Booking achieved a net income of $5.4 billion with a net margin of 20.1%, significantly higher than Marriott's $2.6 billion and 9.9% net margin, suggesting that Booking offers a clear advantage in profitability, appealing to investors seeking high returns.
- Financial Health: As of December 2025, Booking's debt-to-equity ratio stood at -3.5x with a current ratio of 1.3x, indicating solid short-term debt coverage; in contrast, Marriott's debt-to-equity ratio was -4.5x with a current ratio of 0.4x, reflecting tighter liquidity that could impact future investment capabilities.
- Market Competition and Risks: Booking faces intense competition from AI platforms that may disrupt its customer acquisition, while Marriott must navigate legal risks and reliance on third-party franchises, requiring investors to weigh the respective risks and potential returns of each company.
See More
Investment Comparison: Booking vs. Marriott International
- Booking's Growth Potential: Booking Holdings reported a revenue of $26.9 billion for FY 2025, reflecting a 13.4% increase year-over-year, with a net income of $5.4 billion, showcasing its strong performance in the global online travel market despite competitive pressures from AI platforms.
- Marriott's Brand Strength: Marriott International achieved a revenue of $26.2 billion in FY 2025, a 4.3% increase from the previous year, with a net income of $2.6 billion, demonstrating stable income streams and brand influence through its loyalty program with 271 million members.
- Risks and Challenges: Booking's reliance on search engines for customer acquisition exposes it to risks from algorithm changes, while Marriott faces legal litigation and operational risks from third-party franchisees, which could impact revenue stability for both companies.
- Valuation Comparison: With a forward P/E ratio of 17.4x, Booking appears significantly more attractive based on future earnings estimates compared to Marriott's 33.0x, indicating Booking's market appeal, although Marriott's stability may be more suitable for conservative investors.
See More
Booking Holdings Schedules Q2 2026 Earnings Call
- Earnings Call Announcement: Booking Holdings has announced a conference call scheduled for August 4, 2026, at 4:30 p.m. ET to discuss its Q2 financial results, which is expected to attract significant attention from investors and analysts.
- Webcast and Replay: The event will be webcasted on the company's website, with audio available for replay for seven days post-event, ensuring that investors who cannot attend live can still access the information, thereby enhancing transparency.
- Financial Results Release: The company will post its Q2 financial results on its Investor Relations website at approximately 4:00 p.m. ET on the same day, providing timely performance updates to the market and aiding investors in making informed decisions.
- Global Business Context: As the world leader in online travel and services, Booking Holdings leverages advanced AI and machine learning technologies to simplify and personalize the travel experience, further solidifying its market position across over 220 countries and territories.
See More
Agoda Unveils Unique Monsoon Travel Destinations in Asia
- Charm of Da Lat, Vietnam: Known for its cool climate and stunning waterfalls, Da Lat serves as an ideal retreat from tropical heat, attracting nature lovers to explore its lush pine forests and local coffee culture, thereby enhancing its tourism appeal.
- Mystique of Siquijor, Philippines: While the rains arrive, Siquijor's enchanting waterfalls and pristine beaches continue to draw visitors, with its friendly locals and laid-back atmosphere making it a perfect spot for tranquility and adventure, boosting its tourism allure.
- Cultural Journey in Tainan, Taiwan: Renowned for its historical sites and culinary delights, Tainan remains relatively dry during the monsoon, allowing travelers to wander through ancient temples and savor traditional street food, enriching their cultural experience and enhancing tourism.
- Tranquil Escape in Coorg, India: Coorg, famous for its coffee plantations and rolling hills, comes alive during the monsoon, attracting visitors to indulge in local coffee and explore its rich biodiversity, thereby increasing its appeal as a travel destination.
See More
Booking Holdings Schedules Q2 2026 Earnings Call
- Earnings Call Announcement: Booking Holdings has announced a conference call scheduled for August 4, 2026, at 4:30 p.m. ET to discuss its Q2 financial results, which is expected to attract significant attention from investors and analysts.
- Webcast and Replay: The event will be webcasted on the company's website, with audio available for replay for seven days post-event, ensuring that investors who cannot attend live can access critical information, thereby enhancing transparency.
- Financial Results Release: The company will post its Q2 financial results on its Investor Relations website at approximately 4:00 p.m. ET on the same day, providing detailed performance data to help the market analyze the company's operational status.
- Global Business Context: As the world leader in online travel and services, Booking Holdings leverages advanced AI and machine learning technologies to simplify and personalize the travel experience, further solidifying its market position across over 220 countries and territories.
See More
The Battle Between Online Travel and Hotel Giants
- Booking's Growth Potential: In FY 2025, Booking Holdings achieved $26.9 billion in revenue, a 13.4% increase year-over-year, with a net income of $5.4 billion and a net margin of 20.1%, showcasing its strong performance in the travel market despite competitive pressures from AI platforms.
- Marriott's Steady Performance: Marriott International reported $26.2 billion in revenue for FY 2025, a 4.3% increase, with a net income of $2.6 billion and a slight improvement in net margin to 9.9%, bolstered by its loyalty program attracting 271 million members, enhancing customer retention.
- Risk Profile Comparison: Booking's reliance on search engines for customer acquisition exposes it to risks from algorithm changes and stringent European regulations, while Marriott faces legal litigation risks and operational dependence on franchisees, which could disrupt revenue stability.
- Valuation Discrepancy: With a forward P/E ratio of 17.4x, Booking appears significantly more attractive based on future earnings estimates compared to Marriott's 33.0x, indicating Booking's potential for greater upside despite Marriott's strong brand and steady income stream.
See More
Comparison of Online Travel and Hotel Giants
- Revenue Growth Comparison: Booking Holdings reported $26.9 billion in revenue for FY 2025, reflecting a 13.4% increase, while Marriott International's revenue was $26.2 billion, up 4.3%, indicating Booking's stronger performance in market demand, which may attract higher investor interest.
- Net Income and Margins: Booking achieved a net income of $5.4 billion with a net margin of 20.1%, significantly higher than Marriott's $2.6 billion and 9.9% net margin, suggesting that Booking offers a clear advantage in profitability, appealing to investors seeking high returns.
- Financial Health: As of December 2025, Booking's debt-to-equity ratio stood at -3.5x with a current ratio of 1.3x, indicating solid short-term debt coverage; in contrast, Marriott's debt-to-equity ratio was -4.5x with a current ratio of 0.4x, reflecting tighter liquidity that could impact future investment capabilities.
- Market Competition and Risks: Booking faces intense competition from AI platforms that may disrupt its customer acquisition, while Marriott must navigate legal risks and reliance on third-party franchises, requiring investors to weigh the respective risks and potential returns of each company.
See More
Investment Comparison: Booking vs. Marriott International
- Booking's Growth Potential: Booking Holdings reported a revenue of $26.9 billion for FY 2025, reflecting a 13.4% increase year-over-year, with a net income of $5.4 billion, showcasing its strong performance in the global online travel market despite competitive pressures from AI platforms.
- Marriott's Brand Strength: Marriott International achieved a revenue of $26.2 billion in FY 2025, a 4.3% increase from the previous year, with a net income of $2.6 billion, demonstrating stable income streams and brand influence through its loyalty program with 271 million members.
- Risks and Challenges: Booking's reliance on search engines for customer acquisition exposes it to risks from algorithm changes, while Marriott faces legal litigation and operational risks from third-party franchisees, which could impact revenue stability for both companies.
- Valuation Comparison: With a forward P/E ratio of 17.4x, Booking appears significantly more attractive based on future earnings estimates compared to Marriott's 33.0x, indicating Booking's market appeal, although Marriott's stability may be more suitable for conservative investors.
See More
Booking Holdings Schedules Q2 2026 Earnings Call
- Earnings Call Announcement: Booking Holdings has announced a conference call scheduled for August 4, 2026, at 4:30 p.m. ET to discuss its Q2 financial results, which is expected to attract significant attention from investors and analysts.
- Webcast and Replay: The event will be webcasted on the company's website, with audio available for replay for seven days post-event, ensuring that investors who cannot attend live can still access the information, thereby enhancing transparency.
- Financial Results Release: The company will post its Q2 financial results on its Investor Relations website at approximately 4:00 p.m. ET on the same day, providing timely performance updates to the market and aiding investors in making informed decisions.
- Global Business Context: As the world leader in online travel and services, Booking Holdings leverages advanced AI and machine learning technologies to simplify and personalize the travel experience, further solidifying its market position across over 220 countries and territories.
See More
Agoda Unveils Unique Monsoon Travel Destinations in Asia
- Charm of Da Lat, Vietnam: Known for its cool climate and stunning waterfalls, Da Lat serves as an ideal retreat from tropical heat, attracting nature lovers to explore its lush pine forests and local coffee culture, thereby enhancing its tourism appeal.
- Mystique of Siquijor, Philippines: While the rains arrive, Siquijor's enchanting waterfalls and pristine beaches continue to draw visitors, with its friendly locals and laid-back atmosphere making it a perfect spot for tranquility and adventure, boosting its tourism allure.
- Cultural Journey in Tainan, Taiwan: Renowned for its historical sites and culinary delights, Tainan remains relatively dry during the monsoon, allowing travelers to wander through ancient temples and savor traditional street food, enriching their cultural experience and enhancing tourism.
- Tranquil Escape in Coorg, India: Coorg, famous for its coffee plantations and rolling hills, comes alive during the monsoon, attracting visitors to indulge in local coffee and explore its rich biodiversity, thereby increasing its appeal as a travel destination.
See More
