BKNG vs SW: fair value comparison
Booking Holdings Inc. and Smurfit Westrock Plc · Updated 2026-10-19
Both currently screen as undervalued on TickrTrends' Forward Fair Value model. Within Consumer Cyclical, BKNG currently sits closer to the top of our ranking by discount to fair value. BKNG carries the stronger quality grade.
| BKNG | SW | |
|---|---|---|
| Verdict | Undervalued | Undervalued |
| Last price | $160.34 | $41.29 |
| 12-month range | $154.13–$219.68 | $32.79–$51.84 |
| Rank by discount to fair value | #15 of 85 Consumer Cyclical | #74 of 85 Consumer Cyclical |
| Quality grade | B | F |
| Leverage | Low | Moderate |
| Margin trend | Stable | Contracting |
| Revenue growth | Modest | High |
| RSI zone | Neutral | Neutral |
| 50/200-day trend | Mixed | — |
| DCF cross-check | Overvalued | — |
| 52-week position | The bottom quarter | The lower-middle quarter |
Full single-stock breakdowns: BKNG fair value analysis · SW fair value analysis