What Is BKNG Fair Value?
Booking Holdings Inc. (BKNG) fair value estimate using multiple valuation models, updated daily.
As of August 1, 2026, Booking Holdings Inc. (BKNG) has a composite fair value estimate of $234.51 based on four valuation models: DCF (47% weight), Graham Number (0% weight), PEG (33% weight), and DDM (20% weight). The current market price is $192.90, suggesting the stock is undervalued by 21.6%.
Data as of August 1, 2026 (today)
Composite Fair Value
Undervalued3 of 4 models$234.51
vs. current price of $192.90(+21.6%)
How Is BKNG Fair Value Calculated?
Four independent models estimate what BKNG is worth. Each uses different inputs and assumptions. The composite blends them by weight.
BKNG Intrinsic Value
Forward-looking models based on future cash flows
DCF (Discounted Cash Flow)
47% weightEstimates how much cash the company will generate over the next 10 years, then calculates what all that future cash is worth in today's dollars. Includes a 15% safety cushion. Try the standalone DCF calculator →
$299.00
+55.0%Undervalued
Inputs used
DDM (Dividend Discount Model)
20% weightIf a company pays you dividends, this model asks: how much are all those future dividend payments worth today? Only works for stocks that pay dividends. Try the intrinsic value calculator →
$72.07
-62.6%Overvalued
Inputs used
BKNG Fair Value
Current fundamentals: earnings, assets, and growth rate
Graham Number (Value Investing)
0% weightCreated by legendary investor Benjamin Graham. It looks at two things: how much the company earns (EPS) and what its assets are worth (Book Value), then calculates the maximum price a careful investor should pay. Try the fair value calculator →
N/A
Requires positive EPS and book value. Booking Holdings Inc. currently has negative earnings, so the Graham formula cannot be applied.
Inputs used
PEG (Price/Earnings to Growth)
33% weightChecks if you're paying a fair price for the company's growth. A fast-growing company deserves a higher price than a slow one. This model finds the right price based on how fast earnings are growing.
$167.83
-13.0%Fair Value
Inputs used
What If You Change the Assumptions?
Drag the sliders to test different scenarios. Tap the ? buttons to learn what each input means.
Your DCF Fair Value
Current price $192.90 is 55.0% below this estimate
View 10-year cash flow projections
| Year | Projected FCF (Free Cash Flow) | Present Value |
|---|---|---|
| Year 1 | $8.21B | $7.49B |
| Year 2 | $9.53B | $7.92B |
| Year 3 | $11.06B | $8.38B |
| Year 4 | $12.84B | $8.87B |
| Year 5 | $14.90B | $9.39B |
| Year 6 | $17.29B | $9.93B |
| Year 7 | $20.07B | $10.51B |
| Year 8 | $23.29B | $11.12B |
| Year 9 | $27.03B | $11.77B |
| Year 10 | $31.37B | $12.46B |
| Terminal Value | $448.02B | $177.88B |
What Are BKNG's Key Financial Metrics?
Earnings & Growth
Current Price
$192.90
EPS (TTM)
$7.58
Forward P/E
15.7
Profit Margin
22.2%
Cash & Balance Sheet
Free Cash Flow
7.1B
EBITDA
10.4B
Book Value
-$11.19
Total Debt
19.2B
What Do Analysts Say About BKNG?
Low
$175.00
Average
$224.42
High
$298.00
Upside
+16.3%
BKNG Fair Value FAQ
What is the fair value of BKNG?
Based on our composite model (DCF 35%, Graham 25%, PEG 25%, DDM 15%), BKNG's estimated fair value is $234.51. The stock is currently trading at $192.90, which makes it undervalued by our analysis.
How is BKNG's fair value calculated?
We use four valuation methods: Discounted Cash Flow (DCF), Graham Number, PEG-based Fair Value, and Dividend Discount Model (for dividend-paying stocks). The composite score weights DCF at 35%, Graham and PEG at 25% each, and DDM at 15%. When a model can't be applied, its weight is redistributed proportionally.
Is BKNG overvalued or undervalued?
Based on our analysis, BKNG is undervalued. The current price of $192.90 is 21.6% below our estimated fair value of $234.51.
What do Wall Street analysts say about BKNG?
36 analysts cover Booking Holdings Inc. with a consensus rating of "Buy." The average price target is $224.42, ranging from $175.00 to $298.00. This implies 16.3% upside from the current price.