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Booking Holdings Inc.: Business Overview, Financials & Competitive Analysis

Booking Holdings Inc. scores 7/10 on the AskCyborg Cyborg Score (Exceptional). Market-leading online travel platform with diversified revenue streams, consistent double-digit growth, and expanding services providing defensible competitive advantages. Q1 2026 gross bookings reached $53.8 billion with 15.2% year-over-year growth, demonstrating sustained momentum across core travel categories. Merchant revenue reached $3.7 billion in the quarter, reflecting the continued shift toward.

What is Booking Holdings Inc.'s industry? Booking Holdings Inc. (booking.com) operates in Online Travel Booking. AskCyborg classifies Booking Holdings Inc. under Online Travel Booking in its company registry.

Booking Holdings Inc. operates a portfolio of online travel brands that connect consumers with hotels, vacation rentals, airlines and car rental providers worldwide. Built around Booking.com, Priceline, Agoda, and KAY...

7/ 10Exceptional

Cyborg Score thesis

Market-leading online travel platform with diversified revenue streams, consistent double-digit growth, and expanding services...

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Industry Online Travel Booking
3 named competitors
3 recent developments
11 analyst dimensions
Synthesized from analyst-debate stress-testing across 11 dimensions and hundreds of data points. Methodology →
Cyborg Score recalibrated: September 14, 2026
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AskCyborg analysts argue the bull and bear cases for Booking Holdings Inc. across 11 stress-tested dimensions. Listen on your commute -- faster than reading the 30-page report.

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What's in This Report
Booking Holdings Inc. OverviewStrategic ProfileCompetitive LandscapeIndustry ContextKey facts
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Booking Holdings Inc. Overview

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Booking Holdings Inc. operates a portfolio of online travel brands that connect consumers with hotels, vacation rentals, airlines and car rental providers worldwide. Built around Booking.com, Priceline, Agoda, and KAYAK, the company is a global dominant player in online travel distribution with a diversified revenue model combining accommodation bookings, merchant and agency transactions, payments, and advertising.

Strategic Profile

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Booking's market position is strongest in global accommodations, where scale creates a two-sided marketplace advantage, and the company is using that position to expand into payments, flights, attractions and ground transport. The company is focused on creating innovative and valuable Gen AI-powered consumer and partner offerings.

Competitive Landscape

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Booking's market position is strongest in global accommodations, where scale creates a two-sided marketplace advantage. Primary competitors include Expedia Group (Expedia, Hotels.com, Vrbo), Airbnb in short-term rentals, and emerging OTA players. Booking's breadth of brands and merchant-model shift provide competitive moats; regulatory scrutiny and competitive marketing intensity remain key pressures.

Industry Context

Booking Holdings Inc. operates in Online Travel Booking.

Key facts

Founded: 1997 · Headquarters: Norwalk, US · Employees: N/A · Revenue: $26.9 billion (2025 full year) · Market cap: N/A

What the analysts stress-tested

The top findings that survived the multi-agent debate for Booking Holdings Inc..

  • Q1 2026 room nights grew 5.9% YoY to 338 million units, with airline tickets showing robust 28.5% YoY growth—signaling acceleration in adjacent verticals beyond accommodations
  • Merchant revenue shift reflects Booking's advantage in payment facilitation and control over the booking experience—higher margin model than traditional agency commissions
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Recent developments

Material events tracked by the AskCyborg corpus.

  • Q1 2026Total gross bookings reached $53.8 billion with 15.2% YoY growth; room nights grew to 338 million units; airline tickets climbed 28.5% YoY
  • Q1 2026Merchant revenue model continues to gain share; payment solutions adoption accelerating as key differentiator
  • +1 moreTrack every material event for Booking Holdings Inc. as it happens. Explore monitoring →
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Named competitors

Pulled from the analyst-debate framework. Click any competitor to see their Cyborg Score.

ExpediaOnline travel marketplace and metasearch platform→AirbnbPeer-to-peer short-term rental platform→Google FlightsFlight and travel metasearch integration→

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Industry context

Booking Holdings Inc. operates in Online Travel Booking. See how the rest of the sector scores on the Cyborg framework.

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Frequently asked questions

What does Booking Holdings Inc. do?+
Booking Holdings Inc. operates a portfolio of online travel brands that connect consumers with hotels, vacation rentals, airlines and car rental providers worldwide. Built around Booking.com, Priceline, Agoda, and KAY...
What is Booking Holdings Inc.'s Cyborg Score?+
Booking Holdings Inc. has a Cyborg Score of 7/10 (Exceptional). The score synthesizes business model, financials, leadership, competitive position, technology, marketing, and ESG dimensions across hundreds of data points.
Who are Booking Holdings Inc.'s main competitors?+
Named competitors include Expedia, Airbnb, Google Flights. The full competitive landscape is in the AskCyborg report.
How can I get the full Booking Holdings Inc. research report?+
Get the report plus analyst-debate audio at askcyborg.com -- no credit card required for preview access. Pro adds saved-company audio playlists and monitoring.
How current is the Booking Holdings Inc. research?+
The Cyborg Score is recalibrated weekly. Recent developments are tracked continuously and surfaced in every report.

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More Online Travel Booking research

Companies in the same sector and named competitors, ranked by Cyborg Score.

8Airbnb, Inc.