Booking Holdings Inc. (BKNG) vs Altria Group, Inc. (MO)
A side-by-side comparison of Booking Holdings Inc. and Altria Group, Inc. across valuation, profitability, dividends, and growth — built entirely from reported fundamentals, as of July 28, 2026. Differences are shown without an overall score or investment verdict.
Different business models: BKNG is classified in Consumer Cyclical; MO is classified in Consumer Defensive. Margin, capital intensity, and valuation differences should be interpreted in that sector context.
BKNG
Booking Holdings Inc.
$199.31Consumer CyclicalDelayed quote: Jul 28, 2026, 4:00 PM EDT
MO
Altria Group, Inc.
$74.81Consumer DefensiveDelayed quote: Jul 28, 2026, 4:00 PM EDT
Total return — BKNG vs MO
growth of $100 · dividends reinvested · last 27yBKNG +1112.7%MO +832.6%BKNG compounded faster
BKNG MO
BKNG vs MO: by the numbers
- •BKNG is the larger company ($154.44B vs $124.92B market cap).
- •MO trades at the lower trailing earnings multiple (15.25 vs 24.63 P/E), one valuation lens rather than an overall verdict.
- •MO converts more revenue to profit (36.91% vs 22.23% net margin).
- •BKNG grew revenue faster over the past five years (37.43% vs -0.68% CAGR).
- •MO pays the higher dividend yield (5.82% vs 0.86%).
Metrics side by side
Valuation
| Metric | BKNG | MO |
|---|---|---|
| P/E ratio | 24.63 | 15.25 |
| Forward P/E | 17.87 | 12.81 |
| P/S ratio | 5.36 | 5.59 |
| PEG ratio | 0.16 | 1.34 |
| EV / EBITDA | 14.82 | 12.67 |
| FCF yield | 6.09% | 7.07% |
Profitability
| Metric | BKNG | MO |
|---|---|---|
| Gross margin | 100.00% | 86.59% |
| Operating margin | 34.28% | 74.80% |
| Net margin | 22.23% | 36.91% |
| ROE | -96.88% | -198.37% |
| ROIC | 50.82% | 42.95% |
Dividends
| Metric | BKNG | MO |
|---|---|---|
| Dividend yield | 0.86% | 5.82% |
| Payout ratio | 24.14% | 103.16% |
Growth (annualized)
| Metric | BKNG | MO |
|---|---|---|
| Revenue CAGR (5Y) | 37.43% | -0.68% |
| EPS CAGR (5Y) | 158.62% | 11.36% |
| FCF CAGR (5Y) | 39.83% | 1.28% |
| Total return CAGR (5Y) | 17.66% | 18.96% |
Frequently asked
- Which has the lower trailing P/E, BKNG or MO?
- MO has the lower trailing P/E: BKNG trades at 24.63 and MO at 15.25. P/E is one valuation measure and does not by itself establish which business is cheaper.
- Which has grown faster, BKNG or MO?
- Over the past five years, BKNG grew revenue faster — BKNG at a 37.43% CAGR versus MO at -0.68%.
- Does BKNG or MO pay a bigger dividend?
- BKNG yields 0.86% and MO yields 5.82% based on trailing dividends and the latest price.
- Is BKNG or MO more profitable?
- MO runs the higher net margin — BKNG at 22.23% versus MO at 36.91%.
- How have BKNG and MO total returns compared?
- Over the past 10 years, BKNG delivered 14.24% and MO delivered 8.55% annualized total return. Past performance doesn't predict future results.
Go deeper
Dig into the metrics
Booking P/E ratioAltria P/E ratioBooking dividend yieldAltria dividend yieldBooking ROEAltria ROEBooking operating marginAltria operating marginBooking revenue growthAltria revenue growthBooking free cash flowAltria free cash flow
Booking & Altria 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 July 28, 2026.