ATHM vs BKNG vs CRM Stock Comparison

Autohome, Booking Holdings and Salesforce Prices as of Oct 26, 2026 Peers: Industry group
ATHM Autohome Inc.
$20.40 -4.2% 1M -21.5% 1Y
Market cap
$2.39B
P/E
17.8x
Revenue (TTM)
$787.39M
Div. yield
–
Digital Marketplaces Technology
1 win
BKNG Booking Holdings Inc.
$153.14 -6.6% 1M -25.6% 1Y
Market cap
$115.28B
P/E
16.0x
Revenue (TTM)
$28.24B
Div. yield
–
Digital Marketplaces Technology
6 wins
CRM Salesforce, Inc.
$247.58 +5.8% 1M -2.8% 1Y
Market cap
$197.49B
P/E
20.4x
Revenue (TTM)
$43.94B
Div. yield
–
CRM and Sales Software Technology
4 wins

Head to Head

11 decided of 12

Booking Holdings leads on 6 of the 12 questions below (Booking Holdings 6, Salesforce 4, Autohome 1). Which ones matter depends on what you are buying for; a cheap multiple and slow growth often come together.

QuestionATHMBKNGCRMLeader
Larger companyMarket capitalisation $2.39B $115.28B $197.49B CRM
Cheaper on earningsLower P/E, profitable companies only 17.8x 16.0x 20.4x BKNG
Cheaper on forward earningsLower price / next fiscal year consensus EPS 19.2x 14.0x 14.0x CRM
Faster revenue growthRevenue growth, trailing twelve months -16.5% +12.9% +11.2% BKNG
More profitableNet margin, trailing twelve months 17.0% 25.5% 22.0% BKNG
Better return on capitalReturn on invested capital — 75.5% 9.0% BKNG
Less leveragedLower net debt / EBITDA — 0.3x 1.9x BKNG
Higher dividend yieldTrailing dividend yield 0.00% 0.00% 0.00% –
Better 1-year returnPrice return, last 12 months -21.5% -25.6% -2.8% CRM
Better 5-year returnAnnualised price return, 5 years -12.4%/yr +9.5%/yr -3.5%/yr BKNG
Less volatileAnnualised volatility, 1 year 32.4% 38.0% 46.8% ATHM
Higher overall scoreMean of the five percentile scores vs peers 61/100 61/100 70/100 CRM

Percentile Scorecard

ATHMBKNGCRM

Each axis is the mean percentile of its metrics against the company's industry group. 100 is the best in the group, 50 the middle.

Scores by Axis

AxisATHMBKNGCRM
Valuation 72 #47 of 167 66 #58 of 167 76 #25 of 102
Growth 5 #145 of 153 38 #96 of 153 73 #27 of 98
Profitability 59 #63 of 153 99 #2 of 153 88 #12 of 95
Financial Health 92 #16 of 179 41 #106 of 179 43 #63 of 109
Shareholder Returns 76 #23 of 94 59 #39 of 94 70 #20 of 64
Overall 61 61 70
  • ATHM ranked among 185 companies in Internet Platforms
  • BKNG ranked among 185 companies in Internet Platforms
  • CRM ranked among 115 companies in Business Applications

Price Performance

Price return, split-adjusted, before dividends. Click a name to hide or show it.

Returns

PeriodATHMBKNGCRMSPY
1 month -4.2%-6.6%+5.8% -0.8%
3 months -4.5%-18.0%+42.7% +3.5%
6 months +10.5%-13.7%+37.4% +7.0%
Year to date -8.4%-28.5%-6.5% +12.2%
1 year -21.5%-25.6%-2.8% +13.0%
3 years -24.0%+39.4%+26.0% +86.3%
3 years, per year -8.7%+11.7%+8.0% +23.1%
5 years -48.5%+57.7%-16.1% +68.6%
5 years, per year -12.4%+9.5%-3.5% +11.0%
10 years -17.5%+160.6%+230.3% +258.0%
10 years, per year -1.9%+10.1%+12.7% +13.6%

Risk

MeasureATHMBKNGCRMSPY
Volatility, 1Y 32.4%38.0%46.8% 12.7%
Downside volatility, 1Y 31.0%38.2%41.6% 12.7%
Beta vs S&P 500, 1Y 0.850.840.40 1.00
Return / volatility, 1Y -0.66-0.67-0.06 1.02
Max drawdown, 5Y -59.7%-39.5%-59.2% -25.4%
From 52-week high -22.9%-30.3%-7.0% -1.8%
52-week high $26.46$219.68$266.23 $779.14
52-week low $16.38$153.14$150.12 $631.97

Valuation History

Weekly multiples on trailing twelve-month fundamentals. Negative or extreme readings (a loss year, a collapsed denominator) are left out so the chart stays readable.

MultipleATHMBKNGCRM
P/E now vs peer median 17.9xmedian 17.5x 16.3xmedian 17.5x 21.0xmedian 28.8x
P/S now vs peer median 3.0xmedian 1.4x 4.1xmedian 1.4x 4.6xmedian 2.8x
EV/EBITDA now vs peer median —median 14.5x 12.0xmedian 14.5x 15.5xmedian 17.7x
P/FCF now vs peer median —median 12.1x 12.1xmedian 12.1x 13.4xmedian 15.8x
P/B now vs peer median 0.7xmedian 1.7x -10.7xmedian 1.7x 5.3xmedian 3.2x
PEG now vs peer median -0.89median 0.41 -0.28median 0.41 0.22median 0.85

Financial History

Reported figures by fiscal period, placed on the calendar year (or quarter) each period ended in, so companies with different fiscal years line up.

Trailing twelve monthsATHMBKNGCRM
Revenue $787.39M $28.24B $43.94B
Gross profit $573.40M – $33.96B
Operating income $48.02M $9.28B $8.74B
Net income $129.13M $7.21B $9.66B
Free cash flow – $9.54B $15.15B
R&D $148.61M – $6.37B
EPS (diluted) $1.14 $9.36 $11.77
Cash & equivalents $367.84M $17.21B $8.31B
Total debt – $20.18B $39.29B
Shares (diluted) 118.02M 770.00M 821.00M
Enterprise value -$8.78B $48.33B $153.36B

All Metrics

58 metrics · best in bold

Bold marks the best reading: the lowest positive value for multiples, leverage and payout, the highest for everything else. The bar under each value is its percentile against that company's own peers. Hover a value for its rank and the peer median.

Valuation

12 metrics
MetricATHMBKNGCRM
P/E 17.9x 16.3x 21.0x
P/FCF – 12.1x 13.4x
P/Operating cash flow – 11.7x 12.9x
P/S 3.0x 4.1x 4.6x
P/B 0.7x -10.7x 5.3x
P/Tangible book 0.7x -9.9x 6.3x
EV/EBITDA – 12.0x 15.5x
EV/EBIT -6.5x 12.7x 26.5x
EV/Revenue -0.4x 4.2x 5.3x
EV/FCF – 12.4x 15.3x
EV/Operating cash flow – 12.0x 14.7x
PEG (3Y EPS CAGR) -0.89 -0.28 0.22

Growth

14 metrics
MetricATHMBKNGCRM
Revenue growth (1Y) -16.5% 12.9% 11.2%
Revenue CAGR (3Y) -8.0% 13.4% 9.9%
Gross profit growth (1Y) -19.5% – 10.7%
Gross profit CAGR (3Y) -11.0% – 11.3%
Operating income growth (1Y) -59.0% 12.9% 9.4%
Operating income CAGR (3Y) -36.4% 15.3% 47.8%
Net income growth (1Y) -37.6% 49.8% 45.0%
Net income CAGR (3Y) -23.3% 17.4% 82.9%
EPS growth (1Y) -32.5% -93.7% 69.9%
EPS CAGR (3Y) -20.1% -57.3% 94.5%
Operating cash flow growth (1Y) – 2.9% 19.6%
Operating cash flow CAGR (3Y) – 13.2% 23.3%
Free cash flow growth (1Y) – 3.2% 21.3%
Free cash flow CAGR (3Y) – 13.9% 26.1%

Profitability

14 metrics
MetricATHMBKNGCRM
Gross margin 72.8% – 77.3%
EBITDA margin – 34.9% 34.0%
Operating margin 6.1% 32.9% 19.9%
Pretax margin 17.9% 32.9% 28.2%
Net margin 17.0% 25.5% 22.0%
FCF margin – 33.8% 34.5%
Operating cash flow margin – 34.9% 35.8%
Return on equity 3.9% – 26.7%
Return on assets 3.3% 25.1% 8.9%
Return on invested capital – 75.5% 9.0%
Return on capital employed 1.4% 121.7% 10.7%
Asset turnover 0.2x 1.0x 0.4x
Cash conversion (OCF / net income) – 1.4x 1.6x
Stock comp / revenue – 2.1% 8.3%

Financial Health

11 metrics
MetricATHMBKNGCRM
Debt / assets – 68.0% 35.8%
Debt / equity – -1.9x 1.0x
Net debt / EBITDA – 0.3x 1.9x
Debt / FCF – 2.1x 2.6x
Liabilities / assets 17.8% 136.3% 65.0%
Equity / assets 82.2% -36.3% 35.0%
Interest coverage – 8.4x 9.4x
Current ratio 6.8x 1.1x 0.8x
Quick ratio 6.5x 1.0x 0.7x
Cash ratio 6.0x 0.8x 0.4x
Altman Z-score – 5.80 2.68

Shareholder Returns

7 metrics
MetricATHMBKNGCRM
Dividend yield 9.1% 1.1% 0.7%
Net buyback yield – 9.2% 16.8%
Shareholder yield 9.1% 10.2% 17.5%
Payout ratio (earnings) – – –
Payout ratio (FCF) – – –
Dividend growth (1Y) – – –
Dividend CAGR (3Y) – – –

Analyst Estimates

Solid lines are reported fiscal-year results; dashed lines are the consensus for the years ahead. Hover a year for the analysts' high and low, and how each result compared with its estimate.

ConsensusATHMBKNGCRM
Forward P/E 19.2xFY2026 14.0xFY2026 14.0xFY2026
EPS, next fiscal year $1.06FY2026 $10.90FY2026 $17.65FY2026
EPS growth, next FY -36.9%FY2026 +19.5%FY2026 +41.0%FY2026
EPS growth, the year after +9.4% +16.7% -5.3%
Revenue, next fiscal year $770.59MFY2026 $27.56BFY2026 $43.89BFY2026
Revenue growth, next FY -16.5%FY2026 +2.4%FY2026 +5.7%FY2026
Revenue growth, the year after -0.9% +11.4% +11.7%

Institutional Ownership

13F filings, quarter ended Jun 30, 2026
HoldersATHMBKNGCRM
Held by institutions 42.5% 92.9% 80.7%
Institutions holding 127 1,915 2,471
Change in shares held, QoQ +1.6% -9.6% -4.8%
Institutions buying 64 891 1,003
Institutions selling 44 828 1,270
Buyers to sellers 1.45 1.08 0.79

Return Correlation

Daily returns, last 12 months

1.00 means two stocks move in lockstep, 0 that they move independently. Pairs below about 0.5 diversify each other.

ATHMBKNGCRM
ATHM 1.00 0.22 0.10
BKNG 0.22 1.00 0.31
CRM 0.10 0.31 1.00

Add a Peer

Largest companies in the same industry

Related Comparisons

Frequently Asked Questions

Which is bigger, ATHM, BKNG and CRM?

Salesforce (CRM) is the largest by market capitalisation: Autohome (ATHM) $2.39B, Booking Holdings (BKNG) $115.28B, Salesforce (CRM) $197.49B.

Which stock is cheaper, ATHM, BKNG and CRM?

Booking Holdings (BKNG) trades on the lowest price-to-earnings ratio (Autohome (ATHM) 17.8x, Booking Holdings (BKNG) 16.0x, Salesforce (CRM) 20.4x). On next year's consensus earnings, Salesforce (CRM) is cheapest (Autohome (ATHM) 19.2x, Booking Holdings (BKNG) 14.0x, Salesforce (CRM) 14.0x). A lower multiple can reflect slower expected growth, so read it next to the growth figures.

Which company is growing faster?

Booking Holdings (BKNG) grew revenue fastest over the trailing twelve months: Autohome (ATHM) -16.5%, Booking Holdings (BKNG) +12.9%, Salesforce (CRM) +11.2%.

Which company is more profitable?

Booking Holdings (BKNG) has the highest net margin (Autohome (ATHM) 17.0%, Booking Holdings (BKNG) 25.5%, Salesforce (CRM) 22.0%). On return on invested capital, Booking Holdings (BKNG) leads (Booking Holdings (BKNG) 75.5%, Salesforce (CRM) 9.0%).

Which stock has performed better?

Over the past year Salesforce (CRM) returned the most: Autohome (ATHM) -21.5%, Booking Holdings (BKNG) -25.6%, Salesforce (CRM) -2.8%. Over five years, Booking Holdings (BKNG) compounded fastest (Autohome (ATHM) -12.4%/yr, Booking Holdings (BKNG) +9.5%/yr, Salesforce (CRM) -3.5%/yr). Returns are price only, before dividends.

Which stock is riskier?

By one-year price volatility, Autohome (ATHM) has been the steadiest (Autohome (ATHM) 32.4%, Booking Holdings (BKNG) 38.0%, Salesforce (CRM) 46.8%). Volatility measures how widely the price swings, not the risk of the business.

Which is the better stock, ATHM, BKNG and CRM?

There is no single answer; it depends on what you are buying for. On the 12 head-to-head measures on this page, Booking Holdings (BKNG) leads on 6. Business Quant does not give investment advice; use the comparison as a starting point for your own research.

Data from SEC filings, exchange prices and consensus estimates, via Business Quant. Percentile scores compare each company with its own peer group, so two companies' scores are each relative to different peers unless you rank against the whole market. Price returns exclude dividends. Nothing on this page is investment advice.