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“Only buy something that you’d be perfectly happy to hold if the market shut down for 10 years.”

— Warren Buffett

A critical pearl of wisdom from Warren Buffett teaches us that with any potential stock investment we may make, as soon as our buy order is filled we will have a choice: to remain a co-owner of that company for the long haul, or to react to the inevitable short-term ups and downs that the stock market is famous for (sometimes sharp ups and downs).

The reality of this choice forces us to challenge our confidence in any given company we might invest into, and keep our eyes on the long-term time horizon. The market may go up and down the interim, but over a ten year holding period, will the investment succeed?

Back in 2010, investors may have been asking themselves that very question about Booking Holdings Inc (NASD: BKNG). Let’s examine what would have happened over a ten year holding period, had you invested in BKNG shares back in 2010 and held on.

Start date: 01/29/2010


End date: 01/28/2020
Start price/share: $195.35
End price/share: $1,917.45
Starting shares: 51.19
Ending shares: 51.19
Dividends reinvested/share: $0.00
Total return: 881.55%
Average annual return: 25.65%
Starting investment: $10,000.00
Ending investment: $98,151.42

The above analysis shows the ten year investment result worked out exceptionally well, with an annualized rate of return of 25.65%. This would have turned a $10K investment made 10 years ago into $98,151.42 today (as of 01/28/2020). On a total return basis, that’s a result of 881.55% (something to think about: how might BKNG shares perform over the next 10 years?). [These numbers were computed with the Dividend Channel DRIP Returns Calculator.]

Another great investment quote to think about:
“In the end, how your investments behave is much less important than how you behave.” — Benjamin Graham