Is BKNG or HUBS cheaper?

On trailing earnings, BKNG is cheaper: BKNG trades at a 21.75 P/E and HUBS at 98.51.

Which has grown faster, BKNG or HUBS?

Over the past five years, BKNG grew revenue faster — BKNG at a 37.43% CAGR versus HUBS at 27.85%.

Does BKNG or HUBS pay a bigger dividend?

BKNG pays a dividend (0.97% yield) while HUBS does not currently pay one.

Is BKNG or HUBS more profitable?

BKNG runs the higher net margin — BKNG at 22.23% versus HUBS at 3.04%.

Which has been the better investment, BKNG or HUBS?

Over the past 10-year, HUBS delivered the higher annualized total return — BKNG at 12.30% versus HUBS at 14.37%. Past performance doesn't predict future results.

Booking Holdings Inc. (BKNG) vs HubSpot, Inc. (HUBS)

BKNG leads on 9 of 13 compared metrics.

A side-by-side comparison of Booking Holdings Inc. and HubSpot, 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.

$127.81B

$164.94Consumer Cyclical

Total return — BKNG vs HUBS

growth of $100 · last 12y

BKNG +274.1%HUBS +524.5%HUBS compounded faster

BKNG HUBS

BKNG vs HUBS: by the numbers

•BKNG is the larger company ($127.81B vs $9.63B market cap).
•BKNG trades at the lower earnings multiple (21.75 vs 98.51 P/E).
•BKNG converts more revenue to profit (22.23% vs 3.04% net margin).
•BKNG grew revenue faster over the past five years (37.43% vs 27.85% CAGR).
•BKNG pays a dividend (0.97% yield) while HUBS does not currently pay one.

Which is better, BKNG or HUBS?

Metric tally: BKNG 9 · HUBS 4

It depends on what you're optimizing for:

ValueBKNG(lower P/E)

GrowthBKNG(faster 5Y revenue CAGR)

QualityBKNG(higher ROIC)

Valuation

Metric	BKNG	HUBS
P/E ratio	21.75●	98.51
Forward P/E	13.38	—
P/S ratio	4.73	3.00●
P/B ratio	—	4.95
PEG ratio	0.14●	0.52
EV / EBITDA	14.07●	35.09
FCF yield	6.90%	7.21%●

Profitability

Metric	BKNG	HUBS
Gross margin	100.00%●	83.65%
Operating margin	34.28%●	1.95%
Net margin	22.23%●	3.04%
ROE	-96.88%	5.02%●
ROIC	50.82%●	0.31%

Dividends

Metric	BKNG	HUBS
Dividend yield	0.97%	—
Payout ratio	24.14%	—

Growth (annualized)

Metric	BKNG	HUBS
Revenue CAGR (5Y)	37.43%●	27.85%
EPS CAGR (5Y)	158.62%	—
FCF CAGR (5Y)	39.83%	57.18%●
Total return CAGR (5Y)	12.81%●	-18.40%

Frequently asked

Which is better, BKNG or HUBS?: It depends on your goal. value: BKNG (lower P/E); growth: BKNG (faster 5Y revenue CAGR); quality: BKNG (higher ROIC). Across all compared metrics, BKNG leads 9 to 4.
Is BKNG or HUBS cheaper?: On trailing earnings, BKNG is cheaper: BKNG trades at a 21.75 P/E and HUBS at 98.51.
Which has grown faster, BKNG or HUBS?: Over the past five years, BKNG grew revenue faster — BKNG at a 37.43% CAGR versus HUBS at 27.85%.
Does BKNG or HUBS pay a bigger dividend?: BKNG pays a dividend (0.97% yield) while HUBS does not currently pay one.
Is BKNG or HUBS more profitable?: BKNG runs the higher net margin — BKNG at 22.23% versus HUBS at 3.04%.
Which has been the better investment, BKNG or HUBS?: Over the past 10-year, HUBS delivered the higher annualized total return — BKNG at 12.30% versus HUBS at 14.37%. Past performance doesn't predict future results.

Go deeper

Full BKNG analysis Full HUBS analysis Interactive comparison tool

Dig into the metrics

Booking P/E ratio HubSpot P/E ratio Booking dividend yield HubSpot dividend yield Booking ROE HubSpot ROE Booking operating margin HubSpot operating margin Booking revenue growth HubSpot revenue growth Booking free cash flow HubSpot free cash flow

Booking & HubSpot appear in these rankings

Fastest Revenue Growth Stocks Highest ROIC Stocks Highest Operating Margin Stocks Highest FCF Yield Stocks

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.