Back to all assets

Booking Holdings BKNG

equity

Price History

$0.312$77.4$154.48$231.57
1999-03 · DCA start$19.89

Time underwater

How far below its previous all-time high the price sat, each month. 0% means a new high.

-99.2%-66.1%-33.1%0.0%
1999-032026-08 · -8.3%

Worst drawdown: −99%, peaking Apr 1999 and bottoming Jan 2003 — 173 months below the prior high before recovering.

DCA Backtest

Invested
$33,000
Value today
$2,302,798
Return
+6878.2%
Months invested
330

Scenarios

Inflation — the same contributions merely keeping pace with CPI would be $48,635 today, so the real (inflation-adjusted) return is +4634.8%.

Lump sum instead — $33,000 all at once in Mar 1999: $352,166 (+967.2%) — DCA came out ahead.

Worst timing — same monthly amount started at the all-time high (Jun 2025): $1,632 on $1,500 invested (+8.8%).

⚠ Price returns only — dividends are not included. This understates the true return of dividend-paying shares, and any comparison against crypto (which pays no dividends) is biased against equities by roughly the dividend yield, compounded.

If this saved you a spreadsheet — buy me a coffee.

Every start month at once

Each cell is the return-to-date of £/$/€100-a-month DCA started that month. Click a cell to load it in the backtest above. The ringed cell is the all-time-high start — the worst timing scenario.

JFMAMJJASOND
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
2022
2023
2024
2025
2026
Legend:−50%−20%0%+50%+200%+1000%worst timing (ATH)Selected 1999-03: +6878.2%

About Booking Holdings

Booking Holdings Inc. is an American travel technology company 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, Kayak, Cheapflights, Rentalcars.com, Momondo, and OpenTable. It operates websites in about 40 languages and 200 countries. (Wikipedia)

It's a listed company categorised under consumer discretionary and hotels, resorts & cruise lines, with a market cap of about $159.5B.

It rates High Risk at 2.8/5, meaning several rated factors score badly, so this carries materially more risk than a typical holding.

What pushes the score up: market / volatility (4.0/5) and earnings quality (4.0/5).

Scoring well: sector / regulatory at 1.0/5.

Not yet researched: leverage / financial, concentration, governance. These are excluded from the score rather than guessed, so the real risk may be higher than what’s shown.

Ratings summarise sourced facts against fixed rules — not investment advice, and no substitute for your own diligence.

Risk Profile

High Risk(2.8/5)60% rated

How these ratings work

Market / Volatility4.0/5 · weight 20%
  • Annualised volatility (3yr)2/525.0
  • Max drawdown from ATH5/599.2
  • Beta vs S&P 5005/51.9
Liquidity1.0/5 · weight 15%
  • Avg daily $ volume1/51.3bn
  • Float % of shares outstandingnot yet researched
Leverage / Financialunrated · weight 20%
  • Debt / equitynot yet researched
  • Interest coverage (EBIT / interest)not yet researched
Earnings Quality4.0/5 · weight 15%
  • 3yr EPS volatility4/536.2
Concentrationunrated · weight 10%
  • Largest customer, % of revenuenot yet researched
  • Geographic revenue concentrationnot yet researched
Governanceunrated · weight 10%
  • Board independence %not yet researched
  • Share structurenot yet researched
  • Litigation / audit historynot yet researched
Sector / Regulatory1.0/5 · weight 10%
  • Sector regulatory exposure1/5low

Linked Assets

Same sector, or return-correlated — worth knowing what else might move if this one does.