HLT
Hilton Worldwide Holdings Inc.
Travel Lodging
Market Cap$71.20B
5Y Perf.+294.4%
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Stock Comparison
HLT vs BKNG
Revenue, margins, valuation, and 5-year total return — side by side.
BKNG
Booking Holdings Inc.
Travel Services
Market Cap$129.89B
5Y Perf.+155.6%
HLT vs BKNG — Key Financials
Market cap, revenue, margins, and valuation side-by-side.
| Company Snapshot | HLT | BKNG |
|---|---|---|
| Industry | Travel Lodging | Travel Services |
| Market Cap | $71.20B | $129.89B |
| Revenue (TTM) | $12.28B | $27.69B |
| Net Income (TTM) | $1.54B | $6.15B |
| Gross Margin | 44.3% | 100.0% |
| Operating Margin | 23.1% | 34.3% |
| Forward P/E | 34.5x | 16.0x |
| Total Debt | $15.67B | $19.29B |
| Cash & Equiv. | $970M | $17.20B |
HLT vs BKNG — Long-Term Stock Performance
Price return indexed to 100 at period start. Dividends excluded.
HLT
BKNG
| Stock | May 20 | May 26 | Return |
|---|---|---|---|
| Hilton Worldwide Ho… (HLT) | 100 | 394.4 | +294.4% |
| Booking Holdings In… (BKNG) | 100 | 255.6 | +155.6% |
Price return only. Dividends and distributions are not included.
Quick Verdict: HLT vs BKNG
Each card shows where this stock fits in a portfolio — not just who wins on paper.
Bottom line: BKNG leads in 6 of 7 categories, making it the strongest pick for growth and revenue expansion and valuation and capital efficiency. Hilton Worldwide Holdings Inc. is the stronger pick specifically for recent price momentum and sentiment. As sector peers, any of these can serve as alternatives in the same allocation.
HLT
Hilton Worldwide Holdings Inc.
The Long-Run Compounder
HLT is the clearest fit if your priority is long-term compounding.
- 6.0% 10Y total return vs BKNG's 244.5%
- +31.1% vs BKNG's -18.5%
Best for: long-term compounding
BKNG
Booking Holdings Inc.
The Income Pick
BKNG carries the broadest edge in this set and is the clearest fit for income & stability and growth exposure.
- Dividend streak 2 yrs, beta 0.74, yield 0.9%
- Rev growth 13.4%, EPS growth -4.2%, 3Y rev CAGR 16.3%
- Lower volatility, beta 0.74, current ratio 1.33x
Best for: income & stability and growth exposure
See the full category breakdown
| Category | Winner | Why |
|---|---|---|
| Growth | BKNG | 13.4% revenue growth vs HLT's 7.7% |
| Value | BKNG | Lower P/E (16.0x vs 34.5x) |
| Quality / Margins | BKNG | 22.2% margin vs HLT's 12.6% |
| Stability / Safety | BKNG | Beta 0.74 vs HLT's 0.94 |
| Dividends | BKNG | 0.9% yield, 2-year raise streak, vs HLT's 0.2% |
| Momentum (1Y) | HLT | +31.1% vs BKNG's -18.5% |
| Efficiency (ROA) | BKNG | 21.1% ROA vs HLT's 9.4% |
HLT vs BKNG — Revenue Breakdown by Segment
How each company's revenue is distributed across its business units
FY 2025
FY 2025
HLT vs BKNG — Financial Metrics
Side-by-side numbers across 2 stocks — who leads on profitability, valuation, growth, and risk.
BEST OVERALLBKNGLAGGINGHLT
HLTHilton Worldwide Hold…
1leads
BKNGBooking Holdings Inc.
4leads
6 Total Categories
CATEGORYLEADERvs HLTMETRICS WON
Income & Cash FlowRevenue, margins, and cash flow strength
BKNG6/6
Valuation MetricsMultiples, price ratios, and targets
BKNG5/5
Profitability & EfficiencyROE, ROIC, leverage, and quality scores
BKNG4/6
Total Returns1Y, 3Y, 5Y total returns with dividends
HLT6/6
Risk & VolatilityBeta, volatility, and downside exposure
Tied
—
Analyst OutlookRatings, price targets, and dividends
BKNG2/2
Income & Cash Flow (Last 12 Months)
BKNG leads this category, winning 6 of 6 comparable metrics.
Income & Cash Flow (Last 12 Months)
BKNG is the larger business by revenue, generating $27.7B annually — 2.3x HLT's $12.3B. BKNG is the more profitable business, keeping 22.2% of every revenue dollar as net income compared to HLT's 12.6%. On growth, BKNG holds the edge at +16.2% YoY revenue growth, suggesting stronger near-term business momentum.
| Metric | HLTHilton Worldwide … | BKNGBooking Holdings … |
|---|---|---|
| RevenueTrailing 12 months | $12.3B | $27.7B |
| EBITDAEarnings before interest/tax | $3.0B | $10.2B |
| Net IncomeAfter-tax profit | $1.5B | $6.2B |
| Free Cash FlowCash after capex | $2.2B | $9.0B |
| Gross MarginGross profit ÷ Revenue | +44.3% | +100.0% |
| Operating MarginEBIT ÷ Revenue | +23.1% | +34.3% |
| Net MarginNet income ÷ Revenue | +12.6% | +22.2% |
| FCF MarginFCF ÷ Revenue | +17.8% | +32.6% |
| Rev. Growth (YoY)Latest quarter vs prior year | +9.0% | +16.2% |
| EPS Growth (YoY)Latest quarter vs prior year | +35.0% | +2.4% |
BKNG leads this category, winning 6 of 6 comparable metrics.
Valuation Metrics
BKNG leads this category, winning 5 of 5 comparable metrics.
Valuation Metrics
At 25.3x trailing earnings, BKNG trades at a 50% valuation discount to HLT's 51.1x P/E. On an enterprise value basis, BKNG's 13.1x EV/EBITDA is more attractive than HLT's 29.9x.
| Metric | HLTHilton Worldwide … | BKNGBooking Holdings … |
|---|---|---|
| Market CapShares × price | $71.2B | $129.9B |
| Enterprise ValueMkt cap + debt − cash | $85.9B | $132.0B |
| Trailing P/EPrice ÷ TTM EPS | 51.11x | 25.32x |
| Forward P/EPrice ÷ next-FY EPS est. | 34.54x | 15.97x |
| PEG RatioP/E ÷ EPS growth rate | — | 0.16x |
| EV / EBITDAEnterprise value multiple | 29.93x | 13.13x |
| Price / SalesMarket cap ÷ Revenue | 5.91x | 4.83x |
| Price / BookPrice ÷ Book value/share | — | — |
| Price / FCFMarket cap ÷ FCF | 35.11x | 14.29x |
BKNG leads this category, winning 5 of 5 comparable metrics.
Profitability & Efficiency
BKNG leads this category, winning 4 of 6 comparable metrics.
Profitability & Efficiency
On the Piotroski fundamental quality scale (0–9), HLT scores 7/9 vs BKNG's 6/9, reflecting strong financial health.
| Metric | HLTHilton Worldwide … | BKNGBooking Holdings … |
|---|---|---|
| ROE (TTM)Return on equity | — | — |
| ROA (TTM)Return on assets | +9.4% | +21.1% |
| ROICReturn on invested capital | +24.7% | — |
| ROCEReturn on capital employed | +19.0% | +75.4% |
| Piotroski ScoreFundamental quality 0–9 | 7 | 6 |
| Debt / EquityFinancial leverage | — | — |
| Net DebtTotal debt minus cash | $14.7B | $2.1B |
| Cash & Equiv.Liquid assets | $970M | $17.2B |
| Total DebtShort + long-term debt | $15.7B | $19.3B |
| Interest CoverageEBIT ÷ Interest expense | 4.42x | 7.21x |
BKNG leads this category, winning 4 of 6 comparable metrics.
Total Returns (Dividends Reinvested)
HLT leads this category, winning 6 of 6 comparable metrics.
Total Returns (Dividends Reinvested)
A $10,000 investment in HLT five years ago would be worth $25,703 today (with dividends reinvested), compared to $18,283 for BKNG. Over the past 12 months, HLT leads with a +31.1% total return vs BKNG's -18.5%. The 3-year compound annual growth rate (CAGR) favors HLT at 29.6% vs BKNG's 18.5% — a key indicator of consistent wealth creation.
| Metric | HLTHilton Worldwide … | BKNGBooking Holdings … |
|---|---|---|
| YTD ReturnYear-to-date | +6.8% | -21.1% |
| 1-Year ReturnPast 12 months | +31.1% | -18.5% |
| 3-Year ReturnCumulative with dividends | +117.5% | +66.4% |
| 5-Year ReturnCumulative with dividends | +157.0% | +82.8% |
| 10-Year ReturnCumulative with dividends | +602.2% | +244.5% |
| CAGR (3Y)Annualised 3-year return | +29.6% | +18.5% |
HLT leads this category, winning 6 of 6 comparable metrics.
Risk & Volatility
Evenly matched — HLT and BKNG each lead in 1 of 2 comparable metrics.
Risk & Volatility
BKNG is the less volatile stock with a 0.74 beta — it tends to amplify market swings less than HLT's 0.94 beta. A beta below 1.0 means the stock typically moves less than the S&P 500. HLT currently trades 90.7% from its 52-week high vs BKNG's 3.3% drawdown — a narrower gap to the peak suggests stronger recent price momentum.
| Metric | HLTHilton Worldwide … | BKNGBooking Holdings … |
|---|---|---|
| Beta (5Y)Sensitivity to S&P 500 | 0.94x | 0.74x |
| 52-Week HighHighest price in past year | $344.75 | $5129.83 |
| 52-Week LowLowest price in past year | $235.99 | $150.62 |
| % of 52W HighCurrent price vs 52-week peak | +90.7% | +3.3% |
| RSI (14)Momentum oscillator 0–100 | 43.1 | 38.9 |
| Avg Volume (50D)Average daily shares traded | 1.6M | 9.1M |
Evenly matched — HLT and BKNG each lead in 1 of 2 comparable metrics.
Analyst Outlook
BKNG leads this category, winning 2 of 2 comparable metrics.
Analyst Outlook
Wall Street rates HLT as "Buy" and BKNG as "Buy". Consensus price targets imply 38.2% upside for BKNG (target: $232) vs 8.2% for HLT (target: $338). For income investors, BKNG offers the higher dividend yield at 0.91% vs HLT's 0.19%.
| Metric | HLTHilton Worldwide … | BKNGBooking Holdings … |
|---|---|---|
| Analyst RatingConsensus buy/hold/sell | Buy | Buy |
| Price TargetConsensus 12-month target | $338.45 | $231.72 |
| # AnalystsCovering analysts | 49 | 71 |
| Dividend YieldAnnual dividend ÷ price | +0.2% | +0.9% |
| Dividend StreakConsecutive years of raises | 0 | 2 |
| Dividend / ShareAnnual DPS | $0.60 | $1.53 |
| Buyback YieldShare repurchases ÷ mkt cap | +4.6% | +5.0% |
BKNG leads this category, winning 2 of 2 comparable metrics.
Key Takeaway
BKNG leads in 4 of 6 categories (Income & Cash Flow, Valuation Metrics). HLT leads in 1 (Total Returns). 1 tied.
Best OverallBooking Holdings Inc. (BKNG)Leads 4 of 6 categories
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HLT vs BKNG: Frequently Asked Questions
10 questions · data-driven answers · updated daily
01Is HLT or BKNG a better buy right now?
For growth investors, Booking Holdings Inc.
(BKNG) is the stronger pick with 13. 4% revenue growth year-over-year, versus 7. 7% for Hilton Worldwide Holdings Inc. (HLT). Booking Holdings Inc. (BKNG) offers the better valuation at 25. 3x trailing P/E (16. 0x forward), making it the more compelling value choice. Analysts rate Hilton Worldwide Holdings Inc. (HLT) a "Buy" — based on 49 analyst ratings — the highest consensus in this comparison. The "better buy" depends entirely on your goals: growth investors should weight revenue trajectory, value investors should weight P/E and PEG, and income investors should weight dividend yield and streak.
02Which has the better valuation — HLT or BKNG?
On trailing P/E, Booking Holdings Inc.
(BKNG) is the cheapest at 25. 3x versus Hilton Worldwide Holdings Inc. at 51. 1x. On forward P/E, Booking Holdings Inc. is actually cheaper at 16. 0x.
03Which is the better long-term investment — HLT or BKNG?
Over the past 5 years, Hilton Worldwide Holdings Inc.
(HLT) delivered a total return of +157. 0%, compared to +82. 8% for Booking Holdings Inc. (BKNG). Over 10 years, the gap is even starker: HLT returned +602. 2% versus BKNG's +244. 5%. Past returns do not guarantee future results, and the stock with the higher historical return may already have its best growth priced in.
04Which is safer — HLT or BKNG?
By beta (market sensitivity over 5 years), Booking Holdings Inc.
(BKNG) is the lower-risk stock at 0. 74β versus Hilton Worldwide Holdings Inc. 's 0. 94β — meaning HLT is approximately 27% more volatile than BKNG relative to the S&P 500.
05Which is growing faster — HLT or BKNG?
By revenue growth (latest reported year), Booking Holdings Inc.
(BKNG) is pulling ahead at 13. 4% versus 7. 7% for Hilton Worldwide Holdings Inc. (HLT). On earnings-per-share growth, the picture is similar: Hilton Worldwide Holdings Inc. grew EPS -0. 3% year-over-year, compared to -4. 2% for Booking Holdings Inc.. Over a 3-year CAGR, BKNG leads at 16. 3% annualised revenue growth. Higher growth typically commands a higher valuation multiple — check whether the premium P/E or P/S is justified by the growth rate using the PEG ratio.
06Which has better profit margins — HLT or BKNG?
Booking Holdings Inc.
(BKNG) is the more profitable company, earning 20. 1% net margin versus 12. 1% for Hilton Worldwide Holdings Inc. — meaning it keeps 20. 1% of every revenue dollar as bottom-line profit. Operating margin tells a similar story: BKNG leads at 34. 5% versus 22. 4% for HLT. At the gross margin level — before operating expenses — BKNG leads at 100. 0%, reflecting greater pricing power or product mix advantage. Stronger margins indicate durable pricing power, lower cost of revenue, or higher mix of software/services. They are one of the clearest signs of business quality.
07Is HLT or BKNG more undervalued right now?
On forward earnings alone, Booking Holdings Inc.
(BKNG) trades at 16. 0x forward P/E versus 34. 5x for Hilton Worldwide Holdings Inc. — 18. 6x cheaper on a one-year earnings basis. Analyst consensus price targets imply the most upside for BKNG: 38. 2% to $231. 72.
08Which pays a better dividend — HLT or BKNG?
All stocks in this comparison pay dividends.
Booking Holdings Inc. (BKNG) offers the highest yield at 0. 9%, versus 0. 2% for Hilton Worldwide Holdings Inc. (HLT).
09Is HLT or BKNG better for a retirement portfolio?
For long-horizon retirement investors, Booking Holdings Inc.
(BKNG) is the stronger choice — it scores higher on the combination of lower volatility, dividend reliability, and long-term compounding (low volatility (β 0. 74), 0. 9% yield, +244. 5% 10Y return). Both have compounded well over 10 years (BKNG: +244. 5%, HLT: +602. 2%), confirming both are viable long-term holds — but the lower-volatility option typically results in less emotional selling during corrections. Retirement portfolios generally favour predictability over maximum returns. Consult a financial advisor before making allocation decisions.
10What are the main differences between HLT and BKNG?
Both stocks operate in the Consumer Cyclical sector, making this a peer-level intra-sector comparison — the same macro tailwinds and headwinds will affect both.
BKNG pays a dividend while HLT does not, making them suitable for different income and tax situations. These fundamental differences mean investors should not choose between them on a single metric — the "better stock" depends entirely on which of these characteristics aligns with your investment strategy.
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Revenue Growth>
%
(HLT: 9.0% · BKNG: 16.2%)Net Margin>
%
(HLT: 12.6% · BKNG: 22.2%)P/E Ratio<
x
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