Booking Holdings Inc vs F5 Inc — how do they compare? Booking Holdings Inc trades at $182.75 (market cap $135.49B), while F5 Inc trades at $420.29 (market cap $24.33B). The key difference: Booking Holdings Inc is far larger — about 5.6× F5 Inc's market cap, and Booking Holdings Inc pays a 0.92% dividend while F5 Inc pays none. Which is the better fit depends on your goals.
| BKNG | FFIV | |
|---|---|---|
Market Cap | $135.49B | $24.33B |
Sector | Consumer Cyclical | Technology |
52-Week High | $231.02 | $431.26 |
52-Week Low | $154.13 | $223.99 |
Enterprise Value | $138.41B | $23.15B |
Dividend Yield | 0.92% | — |
Signals from Pluang's Aura AI — not financial advice
Booking Holdings (BKNG) trades at $175.80, down 1.45% on the day, with a bearish technical signal but strong fundamentals including a 22.23% net income margin and consistent revenue growth. Recent earnings show mixed results with a Q1 2026 beat but a Q4 2025 miss, while analyst consensus remains strongly bullish with a $220.88 price target. The company maintains robust cash flow from operations at $9.41B for 2025 and continues to innovate in travel services, as highlighted by recent OpenTable initiatives.
The outlook for BKNG is positive based on solid profitability and growth prospects, though risks include high debt levels with a 64.02% debt-to-asset ratio and competitive pressures. Investment opportunity lies in its dominant market position and earnings potential, but investors should monitor execution risks and macroeconomic factors affecting travel demand.
F5 Networks (FFIV) trades at $420.95, down 2.19% today, with a bullish technical signal from moving averages and strong fundamental performance. The company has beaten earnings expectations for three consecutive quarters, with Q1 2026 EPS of $3.90 exceeding the $3.46 estimate. Revenue growth accelerated to $3.09 billion in 2025, while net income margins expanded to 22.42%. Recent strategic moves include expanding AI security capabilities through the SurePath AI acquisition and new executive appointments.
FFIV presents a mixed outlook with strong operational execution offset by premium valuations. The stock trades above analyst consensus target of $397, though institutional sentiment remains positive with 40% buy ratings. Key risks include competitive pressures in cybersecurity and execution challenges in AI integration. Earnings growth and margin expansion remain the primary catalysts for further upside potential.
Trailing returns across standard periods
Latest headlines on both assets
Booking is the world's largest online travel agency by revenue, offering booking and payment services for hotel and alternative accommodation rooms, airline tickets, rental cars, restaurant reservations, cruises, experiences, and other vacation packages. The company operates a number of branded travel booking sites, including Booking.com, Agoda, OpenTable, and Rentalcars.com, and has expanded into travel media with the acquisitions of Kayak and Momondo. Transaction fees for online bookings account for the bulk of revenue and profits.
Read more on BKNG →F5 is a market leader in the application delivery controller market. The company sells products for networking traffic, security, and policy management. Its products ensure applications are safely routed in efficient manners within on-premises data centers and across cloud environments. More than half of its revenue is based on providing services, and its three customer verticals are enterprises, service providers, and government entities. The Seattle-based firm was incorporated in 1996 and generates sales globally.
Read more on FFIV →