MAR vs BKNG

For growth investors, Booking Holdings Inc.

(BKNG) is the stronger pick with 13. 4% revenue growth year-over-year, versus 4. 3% for Marriott International, Inc. (MAR). Booking Holdings Inc. (BKNG) offers the better valuation at 25. 9x trailing P/E (16. 3x forward), making it the more compelling value choice. Analysts rate Booking Holdings Inc. (BKNG) a "Buy" — based on 71 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.

On trailing P/E, Booking Holdings Inc.

(BKNG) is the cheapest at 25. 9x versus Marriott International, Inc. at 37. 1x. On forward P/E, Booking Holdings Inc. is actually cheaper at 16. 3x.

Over the past 5 years, Marriott International, Inc.

(MAR) delivered a total return of +145. 8%, compared to +87. 6% for Booking Holdings Inc. (BKNG). Over 10 years, the gap is even starker: MAR returned +430. 3% versus BKNG's +250. 7%. Past returns do not guarantee future results, and the stock with the higher historical return may already have its best growth priced in.

By beta (market sensitivity over 5 years), Booking Holdings Inc.

(BKNG) is the lower-risk stock at 0. 74β versus Marriott International, Inc. 's 1. 09β — meaning MAR is approximately 46% more volatile than BKNG relative to the S&P 500.

By revenue growth (latest reported year), Booking Holdings Inc.

(BKNG) is pulling ahead at 13. 4% versus 4. 3% for Marriott International, Inc. (MAR). On earnings-per-share growth, the picture is similar: Marriott International, Inc. grew EPS 13. 9% 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.

Booking Holdings Inc.

(BKNG) is the more profitable company, earning 20. 1% net margin versus 9. 9% for Marriott International, 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 15. 8% for MAR. 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.

On forward earnings alone, Booking Holdings Inc.

(BKNG) trades at 16. 3x forward P/E versus 30. 4x for Marriott International, Inc. — 14. 1x cheaper on a one-year earnings basis. Analyst consensus price targets imply the most upside for BKNG: 35. 3% to $231. 72.

All stocks in this comparison pay dividends.

Booking Holdings Inc. (BKNG) offers the highest yield at 0. 9%, versus 0. 8% for Marriott International, Inc. (MAR).

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, +250. 7% 10Y return). Both have compounded well over 10 years (BKNG: +250. 7%, MAR: +430. 3%), 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.

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.

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.