Booking Holdings Inc (BKNG)vsPhilip Morris International Inc (PM)
BKNG
Booking Holdings Inc
$165.93
-3.12%
CONSUMER CYCLICAL · Cap: $132.72B
PM
Philip Morris International Inc
$170.99
-0.07%
CONSUMER DEFENSIVE · Cap: $266.69B
Smart Verdict
WallStSmart Research — data-driven comparison
Philip Morris International Inc generates 50% more annual revenue ($41.49B vs $27.69B). PM leads profitability with a 26.7% profit margin vs 22.2%. BKNG appears more attractively valued with a PEG of 0.73. BKNG earns a higher WallStSmart Score of 76/100 (B+).
BKNG
Strong Buy76
out of 100
Grade: B+
PM
Buy54
out of 100
Grade: C-
Intrinsic Value Comparison
Multi-model valuation · Graham Formula
Margin of Safety
+8.9%
Fair Value
$188.04
Current Price
$165.93
$22.11 discount
Margin of Safety
-48.0%
Fair Value
$115.64
Current Price
$170.99
$55.35 premium
Key Strengths & Concerns
Side-by-side fundamental analysis
Key Strengths
Every $100 of equity generates 226 in profit
Earnings expanding 240.0% YoY
Conservative balance sheet, low leverage
Safe zone — low bankruptcy risk
Large-cap with strong market position
Keeps 22 of every $100 in revenue as profit
Mega-cap, among the largest globally
Strong operational efficiency at 36.0%
Keeps 27 of every $100 in revenue as profit
Areas to Watch
No major concerns identified
Expensive relative to growth rate
ROE of 0.0% — below average capital efficiency
Earnings declined 9.3%
Negative free cash flow — burning cash
Comparative Analysis Report
WallStSmart ResearchBull Case : BKNG
The strongest argument for BKNG centers on Return on Equity, EPS Growth, Debt/Equity. Profitability is solid with margins at 22.2% and operating margin at 25.0%. Revenue growth of 16.2% demonstrates continued momentum.
Bull Case : PM
The strongest argument for PM centers on Market Cap, Operating Margin, Profit Margin. Profitability is solid with margins at 26.7% and operating margin at 36.0%.
Bear Case : BKNG
No major red flags identified for BKNG, but monitor valuation.
Bear Case : PM
The primary concerns for PM are PEG Ratio, Return on Equity, EPS Growth.
Key Dynamics to Monitor
BKNG profiles as a growth stock while PM is a mature play — different risk/reward profiles.
BKNG carries more volatility with a beta of 1.10 — expect wider price swings.
BKNG is growing revenue faster at 16.2% — sustainability is the question.
BKNG generates stronger free cash flow (3.1B), providing more financial flexibility.
Bottom Line
BKNG scores higher overall (76/100 vs 54/100), backed by strong 22.2% margins and 16.2% revenue growth. Both earn "Strong Buy" and "Buy" ratings respectively — the choice depends on your investment horizon and risk tolerance.
This analysis is generated from publicly available financial data. Not financial advice.
Booking Holdings Inc
CONSUMER CYCLICAL · TRAVEL SERVICES · USA
Booking Holdings Inc. is an American travel technology company organized in Delaware and based in Norwalk, Connecticut, that owns and operates several travel fare aggregators and travel fare metasearch engines including namesake and flagship Booking.com, Priceline.com, Agoda.com, Kayak.com, Cheapflights, Rentalcars.com, Momondo, and OpenTable.
Visit Website →Philip Morris International Inc
CONSUMER DEFENSIVE · TOBACCO · USA
Philip Morris International Inc. (PMI) is a Swiss-American multinational cigarette and tobacco manufacturing company, with products sold in over 180 countries. The most recognized and best selling product of the company is Marlboro.
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