Booking (NASDAQ:BKNG) Price Target Lowered to $230.00 at DA Davidson

Key Points

• DA Davidson cut its price target on Booking to $230 from $240 but kept a "buy" rating, implying roughly a 32.9% upside from the current share price.
• Booking's Q1 revenue was $5.53 billion (+16.2% YoY), yet management trimmed full‑year revenue‑growth guidance and set Q2 revenue guidance of ~$7.1–7.2B — below Street expectations — citing the Middle East conflict.
• Analysts hold a consensus Moderate Buy stance with an average target of $227.43 while the stock trades around $173 (52‑week high $233.58); insiders sold about $10.6M of stock over the last quarter.

Booking (NASDAQ:BKNG - Get Free Report) had its target price decreased by research analysts at DA Davidson from $240.00 to $230.00 in a note issued to investors on Wednesday,Benzinga reports. The firm presently has a "buy" rating on the business services provider's stock. DA Davidson's price target would suggest a potential upside of 32.86% from the company's current price.

BKNG has been the subject of a number of other research reports. Susquehanna set a $260.00 price target on Booking in a research report on Friday, February 20th. BTIG Research reissued a "buy" rating and set a $250.00 price target on shares of Booking in a research report on Wednesday. Royal Bank Of Canada decreased their target price on Booking from $244.00 to $220.00 and set an "outperform" rating for the company in a research report on Wednesday. Sanford C. Bernstein decreased their target price on Booking from $216.28 to $187.92 and set a "market perform" rating for the company in a research report on Wednesday, March 11th. Finally, B. Riley Financial decreased their target price on Booking from $272.00 to $264.00 and set a "buy" rating for the company in a research report on Monday. One research analyst has rated the stock with a Strong Buy rating, twenty-eight have assigned a Buy rating and eight have issued a Hold rating to the stock. According to data from MarketBeat.com, the company currently has a consensus rating of "Moderate Buy" and a consensus target price of $227.43.

Booking Price Performance

BKNG stock traded down $0.26 during trading on Wednesday, reaching $173.12. 2,361,048 shares of the stock traded hands, compared to its average volume of 9,347,289. The business's 50 day moving average price is $173.49 and its 200-day moving average price is $192.54. Booking has a 52-week low of $150.62 and a 52-week high of $233.58. The firm has a market capitalization of $137.08 billion, a PE ratio of 25.92, a P/E/G ratio of 1.02 and a beta of 1.20.

Booking (NASDAQ:BKNG - Get Free Report) last posted its quarterly earnings results on Tuesday, April 28th. The business services provider reported $1.14 earnings per share (EPS) for the quarter, missing analysts' consensus estimates of $27.56 by ($26.42). Booking had a net margin of 20.08% and a negative return on equity of 128.99%. The firm had revenue of $5.53 billion for the quarter, compared to analysts' expectations of $5.51 billion. During the same period last year, the firm posted $0.99 EPS. Booking's revenue was up 16.2% on a year-over-year basis. On average, equities research analysts predict that Booking will post 10.64 earnings per share for the current year.

Insider Transactions at Booking

In other news, Director Vanessa Ames Wittman sold 1,125 shares of the company's stock in a transaction dated Friday, April 17th. The stock was sold at an average price of $192.00, for a total value of $216,000.00. Following the completion of the sale, the director owned 16,050 shares of the company's stock, valued at $3,081,600. This represents a 6.55% decrease in their ownership of the stock. The sale was disclosed in a filing with the Securities & Exchange Commission, which is available at this hyperlink. The transaction was executed under a pre-arranged Rule 10b5-1 trading plan. Also, Director Robert J. Mylod, Jr. sold 1,000 shares of the company's stock in a transaction dated Monday, February 2nd. The stock was sold at an average price of $204.21, for a total value of $204,214.40. Following the completion of the sale, the director directly owned 21,000 shares of the company's stock, valued at $4,288,502.40. The trade was a 4.55% decrease in their position. The disclosure for this sale is available in the SEC filing. Insiders sold 60,876 shares of company stock valued at $10,559,629 over the last quarter. Company insiders own 0.16% of the company's stock.

Institutional Inflows and Outflows

Several institutional investors have recently modified their holdings of BKNG. KERR FINANCIAL PLANNING Corp acquired a new position in shares of Booking in the third quarter worth about $26,000. Guerra Advisors Inc acquired a new position in shares of Booking in the third quarter worth about $27,000. Daytona Street Capital LLC acquired a new position in shares of Booking in the fourth quarter worth about $27,000. Legacy Bridge LLC acquired a new position in shares of Booking in the fourth quarter worth about $27,000. Finally, Camelot Portfolios LLC acquired a new position in shares of Booking in the fourth quarter worth about $27,000. Institutional investors and hedge funds own 92.42% of the company's stock.

Trending Headlines about Booking

Here are the key news stories impacting Booking this week:

• Positive Sentiment: Analysts reaffirm/raise — BTIG reiterated a Buy and set a $250 target, and UBS nudged its target to $260, providing upside and signaling continued analyst conviction. BTIG reaffirmation (Benzinga) UBS raises target (MarketScreener)
• Positive Sentiment: Product/AI initiatives — KAYAK launched "Ask AI" and management highlighted generative-AI assistants that cut costs and boost bookings, supporting longer‑term margin tailwinds. KAYAK Ask AI launch (GlobeNewswire) AI assistants boost (PYMNTS)
• Positive Sentiment: Capital returns — Management flagged record share repurchases on the call, which supports shareholder value even as top-line headwinds persist. Earnings highlights / buybacks (Yahoo)
• Neutral Sentiment: Q1 results mixed but resilient — Gross bookings and revenue grew (~16% YoY to $5.5B); non‑GAAP EPS modestly topped some estimates, so fundamentals showed demand resilience despite regional disruption. Q1 results summary (Yahoo)
• Neutral Sentiment: Small analyst model tweaks — Erste trimmed FY26 EPS slightly (to $10.65) but the consensus remains close; some firms maintained Buy ratings even while adjusting estimates. (Research notes)
• Negative Sentiment: Guidance cut — Management reduced its full‑year revenue-growth outlook from low‑double digits to high‑single digits, citing the Middle East conflict; Q2 revenue guidance of ~$7.1–7.2B trails Street expectations (~$7.6B), a clear near‑term headwind. Outlook cut (WSJ) Press release / slides (Booking)
• Negative Sentiment: Analyst downgrades/target cuts — Robert W. Baird trimmed its price target to $215 (still Outperform); such downward revisions can cap the stock near term. Baird target cut (The Fly)

About Booking

Booking Holdings Inc is a global online travel company that operates a portfolio of consumer brands and technology platforms that facilitate the search for and booking of travel services. The company's businesses focus on accommodations, transportation and related travel services through consumer-facing websites and apps as well as partner distribution channels. Booking Holdings was originally founded as Priceline in the late 1990s and adopted the Booking Holdings name in 2018; it is headquartered in Norwalk, Connecticut.

Its core offerings include online reservations for hotels, vacation rentals and other lodging; flight and car rental search and booking; and ancillary services that support travel planning and on-property experiences.

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