GreenSky (NASDAQ:GSKY) and Booking (NASDAQ:BKNG) are both business services companies, but which is the better stock? We will compare the two companies based on the strength of their profitability, institutional ownership, valuation, earnings, dividends, analyst recommendations and risk.

Profitability

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

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

Earnings and Valuation

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

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

Booking has higher revenue and earnings than GreenSky.

Insider & Institutional Ownership

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

Analyst Ratings

This is a summary of current recommendations and price targets for GreenSky and Booking, as provided by MarketBeat.com.

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

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

Summary

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

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.

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 Booking.com, priceline.com and agoda.com brands. Its other brands include KAYAK, Rentalcars.com and OpenTable, Inc. (OpenTable). As of December 31, 2016, Booking.com 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 Booking.com Website).

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