Booking Holdings Inc. (BKNG) vs Alphabet Inc. (GOOGL)
BKNG leads on 13 of 16 compared metrics.
A side-by-side comparison of Booking Holdings Inc. and Alphabet 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
GOOGL
Alphabet Inc.
$359.68Communication Services
Not enough overlapping price history to compare BKNG and GOOGL.
BKNG vs GOOGL: by the numbers
- •GOOGL is the larger company ($4.35T vs $127.81B market cap).
- •BKNG trades at the lower earnings multiple (21.75 vs 27.44 P/E).
- •GOOGL converts more revenue to profit (37.91% vs 22.23% net margin).
- •BKNG grew revenue faster over the past five years (37.43% vs 16.53% CAGR).
- •BKNG pays the higher dividend yield (0.97% vs 0.24%).
Which is better, BKNG or GOOGL?
Metric tally: BKNG 13 · GOOGL 3It depends on what you're optimizing for:
ValueBKNG(lower P/E)
GrowthBKNG(faster 5Y revenue CAGR)
IncomeBKNG(higher dividend yield)
QualityBKNG(higher ROIC)
Valuation
| Metric | BKNG | GOOGL |
|---|---|---|
| P/E ratio | 21.75● | 27.44 |
| Forward P/E | 13.38● | 24.41 |
| P/S ratio | 4.73● | 10.42 |
| P/B ratio | — | 9.19 |
| PEG ratio | 0.14● | 0.84 |
| EV / EBITDA | 14.07● | 20.36 |
| FCF yield | 6.90%● | 1.46% |
Profitability
| Metric | BKNG | GOOGL |
|---|---|---|
| Gross margin | 100.00%● | 60.37% |
| Operating margin | 34.28%● | 32.70% |
| Net margin | 22.23% | 37.91%● |
| ROE | -96.88% | 33.46%● |
| ROIC | 50.82%● | 21.82% |
Dividends
| Metric | BKNG | GOOGL |
|---|---|---|
| Dividend yield | 0.97%● | 0.24% |
| Payout ratio | 24.14% | 7.79% |
Growth (annualized)
| Metric | BKNG | GOOGL |
|---|---|---|
| Revenue CAGR (5Y) | 37.43%● | 16.53% |
| EPS CAGR (5Y) | 158.62%● | 29.81% |
| FCF CAGR (5Y) | 39.83%● | 4.89% |
| Total return CAGR (5Y) | 12.81% | 24.45%● |
Frequently asked
- Which is better, BKNG or GOOGL?
- It depends on your goal. value: BKNG (lower P/E); growth: BKNG (faster 5Y revenue CAGR); income: BKNG (higher dividend yield); quality: BKNG (higher ROIC). Across all compared metrics, BKNG leads 13 to 3.
- Is BKNG or GOOGL cheaper?
- On trailing earnings, BKNG is cheaper: BKNG trades at a 21.75 P/E and GOOGL at 27.44.
- Which has grown faster, BKNG or GOOGL?
- Over the past five years, BKNG grew revenue faster — BKNG at a 37.43% CAGR versus GOOGL at 16.53%.
- Does BKNG or GOOGL pay a bigger dividend?
- BKNG yields 0.97% and GOOGL yields 0.24% based on trailing dividends and the latest price.
- Is BKNG or GOOGL more profitable?
- GOOGL runs the higher net margin — BKNG at 22.23% versus GOOGL at 37.91%.
- Which has been the better investment, BKNG or GOOGL?
- Over the past 10-year, GOOGL delivered the higher annualized total return — BKNG at 12.30% versus GOOGL at 25.75%. Past performance doesn't predict future results.
Go deeper
Dig into the metrics
Booking P/E ratioAlphabet P/E ratioBooking dividend yieldAlphabet dividend yieldBooking ROEAlphabet ROEBooking operating marginAlphabet operating marginBooking revenue growthAlphabet revenue growthBooking free cash flowAlphabet free cash flow
Booking & Alphabet appear in these rankings
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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.