Booking Holdings Inc. (BKNG) vs Salesforce, Inc. (CRM)
BKNG leads on 9 of 16 compared metrics, though CRM is the cheaper stock.
A side-by-side comparison of Booking Holdings Inc. and Salesforce, Inc. across valuation, profitability, dividends, and growth — built entirely from reported fundamentals, as of June 13, 2026. The ● marks the stronger figure on each row (cheaper multiple, higher margin/return).
BKNG
Booking Holdings Inc.
$164.94Consumer Cyclical
CRM
Salesforce, Inc.
$165.89Technology
Not enough overlapping price history to compare BKNG and CRM.
BKNG vs CRM: by the numbers
- •CRM is the larger company ($135.86B vs $127.81B market cap).
- •CRM trades at the lower earnings multiple (19.22 vs 21.75 P/E).
- •BKNG converts more revenue to profit (22.23% vs 18.73% net margin).
- •BKNG grew revenue faster over the past five years (37.43% vs 13.89% CAGR).
- •CRM pays the higher dividend yield (1.28% vs 0.97%).
Which is better, BKNG or CRM?
Metric tally: BKNG 9 · CRM 7It depends on what you're optimizing for:
ValueCRM(lower P/E)
GrowthBKNG(faster 5Y revenue CAGR)
IncomeCRM(higher dividend yield)
QualityBKNG(higher ROIC)
Valuation
| Metric | BKNG | CRM |
|---|---|---|
| P/E ratio | 21.75 | 19.22● |
| Forward P/E | 13.38 | 11.75● |
| P/S ratio | 4.73 | 3.37● |
| P/B ratio | — | 4.22 |
| PEG ratio | 0.14● | 1.24 |
| EV / EBITDA | 14.07 | 13.63● |
| FCF yield | 6.90% | 10.14%● |
Profitability
| Metric | BKNG | CRM |
|---|---|---|
| Gross margin | 100.00%● | 77.64% |
| Operating margin | 34.28%● | 21.94% |
| Net margin | 22.23%● | 18.73% |
| ROE | -96.88% | 23.44%● |
| ROIC | 50.82%● | 8.76% |
Dividends
| Metric | BKNG | CRM |
|---|---|---|
| Dividend yield | 0.97% | 1.28%● |
| Payout ratio | 24.14% | 27.11% |
Growth (annualized)
| Metric | BKNG | CRM |
|---|---|---|
| Revenue CAGR (5Y) | 37.43%● | 13.89% |
| EPS CAGR (5Y) | 158.62%● | 11.87% |
| FCF CAGR (5Y) | 39.83%● | 21.18% |
| Total return CAGR (5Y) | 12.81%● | -6.82% |
Frequently asked
- Which is better, BKNG or CRM?
- It depends on your goal. value: CRM (lower P/E); growth: BKNG (faster 5Y revenue CAGR); income: CRM (higher dividend yield); quality: BKNG (higher ROIC). Across all compared metrics, BKNG leads 9 to 7.
- Is BKNG or CRM cheaper?
- On trailing earnings, CRM is cheaper: BKNG trades at a 21.75 P/E and CRM at 19.22.
- Which has grown faster, BKNG or CRM?
- Over the past five years, BKNG grew revenue faster — BKNG at a 37.43% CAGR versus CRM at 13.89%.
- Does BKNG or CRM pay a bigger dividend?
- BKNG yields 0.97% and CRM yields 1.28% based on trailing dividends and the latest price.
- Is BKNG or CRM more profitable?
- BKNG runs the higher net margin — BKNG at 22.23% versus CRM at 18.73%.
- Which has been the better investment, BKNG or CRM?
- Over the past 10-year, BKNG delivered the higher annualized total return — BKNG at 12.30% versus CRM at 7.51%. Past performance doesn't predict future results.
Go deeper
Dig into the metrics
Booking P/E ratioSalesforce P/E ratioBooking dividend yieldSalesforce dividend yieldBooking ROESalesforce ROEBooking operating marginSalesforce operating marginBooking revenue growthSalesforce revenue growthBooking free cash flowSalesforce free cash flow
Booking & Salesforce appear in these rankings
Figures are sourced from reported fundamentals and the latest end-of-day price. This comparison is informational only and is not investment advice. Past performance does not predict future results. See our methodology. Compiled by TGMCharts Research · data verified June 13, 2026.