Booking Holdings BKNG · USD
Consumer Discretionary · Internet & Direct Marketing Retail · US listing · 🇺🇸 United States
S&P 500Nasdaq-100
163.49
+1.76%
Close of 9 Nov 2026, in USD
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About Booking Holdings
From its filings with the US Securities and Exchange Commission
Booking Holdings is based in Norwalk, Connecticut and is incorporated in Delaware. Its shares trade on Nasdaq under the ticker BKNG. It is a member of the S&P 500 and Nasdaq-100. The SEC classifies its business as transportation services. In the fiscal year to 31 December 2025, it reported revenue of $26.92bn. At that date it held total assets of $29.26bn and shareholders' equity of −$5.58bn. By business, Merchant revenues brought in 66.0% of revenue, followed by Agency revenues at 29.6% and Advertising and other revenues at 4.4%.
For the year ended December 31, 2025, we had revenues of $26.9 billion, which we classify as "merchant" revenues, "agency" revenues, and "advertising and other" revenues.
We believe that global travel bookings will generally continue to grow while shifting from traditional offline methods to online channels. We expect to benefit from this growth in travel and the continued shift to online channels as we work to expand our service offerings and increase our presence in key geographies. In particular, we seek to (a) leverage best-in-class technology to provide consumers with a great experience, (b) partner with travel service providers and restaurants to our mutual benefit, (c) operate multiple brands that collaborate with each other, and (d) invest in profitable and sustainable growth.
Deliver value and an excellent experience to our consumers and partners. We endeavor to provide consumers with: (a) personalized and easy-to-use online travel services; (b) a comprehensive selection of travel and payment options; (c) informative and useful content; (d) excellent customer service; and (e) value through competitive prices and loyalty programs.
Quoted from its 10-K, filed 18 Feb 2026. Read the filing on SEC.gov ↗
Company facts
- Sector
- Consumer Discretionary
- Industry
- Internet & Direct Marketing Retail
- Listed since
- 29 Mar 1999
- Employees
- 24,300
- Website
- bookingholdings.com ↗
- Head office
- 800 CONNECTICUT AVE, NORWALK, CT, 06854
- Incorporated in
- DE
- Classification
- Transportation Services
- Filer status
- Large accelerated filer
Leadership
Pay as last reported
- Mr. Robert MylodIndependent Chairman of the Board, since 2000$473,429
- Mr. Glenn FogelPresident, Chief Executive Officer, Director$44.8m
- Mr. Ewout SteenbergenChief Financial Officer, Executive Vice President$20.8m
- Mr. Paulo PisanoChief Human Resources Officer$6.6m
- Mr. Peter MillonesExecutive Vice President, General Counsel$14.6m
- Mr. Charles NoskiLead Independent Director$410,135
- Dr. Mirian Graddick -WeirIndependent Director$363,691
- Ms. Kelly GrierIndependent Director$345,135
- Mr. Joseph QuinlanIndependent Director$354,103
- Mr. Nicholas ReadIndependent Director$355,135
- Mr. Thomas RothmanIndependent Director$335,135
- Mr. Sumit SinghIndependent Director$340,135
Environmental, social and governance
Scores out of 100, from our data supplier
- Overall
- 57
- Environment
- 49
- Social
- 36
- Governance
- 85
- Direct emissions (scope 1)
- 2,268 t
- Energy emissions (scope 2)
- 459 t
- Value chain emissions (scope 3)
- 544,606 t
- Women in the workforce
- 46%
- Carbon reduction policy
- No
- Human rights policy
- Yes
SWOT analysis
AI-generated by our data supplier. Not written or checked by our editors.
Strengths
- Global Presence: With operations in over 220 countries, Booking Holdings Inc has established a strong global footprint, allowing them to reach a vast customer base worldwide.
- Diverse Portfolio: The company owns and operates multiple well-known brands including Booking.com, Kayak, Agoda, and OpenTable, offering customers a wide range of travel and booking options.
- Strong Brand Recognition: Booking.com is recognized as one of the leading online travel reservation platforms, providing the company with a competitive advantage and attracting a large number of customers.
- Customer Loyalty: Booking Holdings Inc has built a loyal customer base who trust their services and frequently use their platforms for travel and accommodation bookings.
Weaknesses
- Dependency on Third-party Suppliers: Booking Holdings Inc relies on partnerships with numerous hotels, airlines, and rental car companies for inventory, which can leave them vulnerable to fluctuations in supplier availability and pricing.
- High Competition: The online travel industry is highly competitive, with several major players vying for market share. This intense competition puts pressure on pricing and profitability.
- Reliance on Online Advertising: Booking Holdings Inc heavily relies on online advertising to attract customers, making them susceptible to changes in advertising costs and algorithms.
Opportunities
- Growing Online Travel Market: The online travel market is projected to continue growing, presenting Booking Holdings Inc with opportunities to expand their customer base and increase revenues.
- Expansion into Emerging Markets: There is significant potential for growth in emerging markets, such as Asia and Latin America, where increasing disposable incomes and internet penetration are driving demand for online travel services.
- Acquisition and Partnerships: Booking Holdings Inc can explore strategic acquisitions and partnerships to expand their service offerings and strengthen their competitive position in the market.
Threats
- Economic Factors: Economic downturns or recessions can impact the travel industry, leading to reduced travel demand and lower revenues for Booking Holdings Inc.
- Regulatory Challenges: The company operates in various jurisdictions, each with its own set of regulations and legal requirements. Compliance with these regulations can be complex and costly.
- Technological Changes: Rapid advancements in technology and shifts in consumer preferences towards mobile apps and alternative accommodation options may disrupt the traditional online travel booking industry.
Sources and methodology
- Data on this tab
- Our data supplier
- Chart on the Overview
- TradingView
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