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Total return, dividends included.
Among six travel and hotel companies, Booking (BKNG) keeps the most operating profit from each sales dollar and grows the second fastest. Its shares are the cheapest on an earnings basis among peers without a loss quarter in their earnings. A $10,000 holding bought a year ago is worth about $7,460 now. Is Booking stock worth more than these rivals, given what it delivers.
Expedia (EXPE) stock fell 7.7% on September 23, leaving it about 24% below its August 24 high of $339. Yet the company's latest results beat its forecast, and over the past 12 months the stock has still returned about 17%, roughly in line with the S&P 500. So how far could Expedia go in a real market shock.
Where the price sits against its 50- and 200-day moving averages.
Makkler Fair Value, financial health score, analyst view, peers and MakklerAI.
Booking (BKNG) turns 35% of its sales into operating profit, against 18.6% for the S&P 500. Yet its stock lost 29% in the year to September 23, 2026, while the index returned 13%. Booking expects third-quarter 2026 revenue to grow just 4% to 6%. The question you face is whether that slower growth is a pause or Booking's new pace. Start with what the current price already asks you to pay.
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