Booking (BKNG) & GreenSky (GSKY) Head-To-Head Review

Booking (NASDAQ:BKNG) and GreenSky (NASDAQ:GSKY) are both retail/wholesale companies, but which is the superior investment? We will contrast the two businesses based on the strength of their earnings, risk, valuation, institutional ownership, profitability, dividends and analyst recommendations.


This table compares Booking and GreenSky’s net margins, return on equity and return on assets.

Net Margins Return on Equity Return on Assets
Booking 20.07% 24.74% 11.02%
GreenSky N/A N/A N/A

Earnings and Valuation

This table compares Booking and GreenSky’s gross revenue, earnings per share and valuation.

Gross Revenue Price/Sales Ratio Net Income Earnings Per Share Price/Earnings Ratio
Booking $12.68 billion 7.37 $2.34 billion $77.03 25.54
GreenSky N/A N/A N/A N/A N/A

Booking has higher revenue and earnings than GreenSky.

Insider & Institutional Ownership

92.9% of Booking shares are owned by institutional investors. Comparatively, 31.0% of GreenSky shares are owned by institutional investors. 0.2% of Booking shares are owned by insiders. Strong institutional ownership is an indication that large money managers, hedge funds and endowments believe a stock is poised for long-term growth.

Analyst Ratings

This is a breakdown of recent recommendations for Booking and GreenSky, as reported by

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Booking 0 11 14 0 2.56
GreenSky 0 2 10 0 2.83

Booking currently has a consensus target price of $2,158.76, indicating a potential upside of 9.72%. GreenSky has a consensus target price of $27.60, indicating a potential upside of 46.89%. Given GreenSky’s stronger consensus rating and higher probable upside, analysts plainly believe GreenSky is more favorable than Booking.


Booking beats GreenSky on 7 of the 9 factors compared between the two stocks.

About Booking

Booking Holdings Inc, formerly The Priceline Group Inc., is a provider of travel and restaurant online reservation and related services. The Company, through its online travel companies (OTCs), connects consumers wishing to make travel reservations with providers of travel services across the world. It offers consumers an array of accommodation reservations (including hotels, bed and breakfasts, hostels, apartments, vacation rentals and other properties) through its, and brands. Its other brands include KAYAK, and OpenTable, Inc. (OpenTable). As of December 31, 2016, offered accommodation reservation services for over 1,115,000 properties in over 220 countries and territories on its various Websites and in over 40 languages, which included over 568,000 vacation rental properties (updated property counts were available on the Website).

About GreenSky

GreenSky, Inc., a technology company, provides point-of-sale financing and payment solutions to merchants, consumers, and banks. It offers a proprietary technology infrastructure that support the full transaction lifecycle, including credit application, underwriting, real-time allocation to bank partners, document distribution, funding, settlement, and servicing functions. The company was incorporated in 2017 and is based in Atlanta, Georgia.

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