Booking (BKNG) Stock Price, News & Analysis

Company Overview

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. The company’s technology connects travelers with travel suppliers and earns revenue primarily through commissions and fees from bookings as well as advertising and metasearch arrangements. Key consumer-facing brands in its portfolio include Booking.com, Agoda, Kayak and Rentalcars.com, among others.

Booking Holdings operates on a global scale, serving consumers and travel suppliers across Europe, the Americas, Asia-Pacific and other regions through localized sites and mobile apps. The company places emphasis on product and data-driven personalization, mobile booking capability and partnerships with hotels, property managers and transportation providers to expand choice and distribution for travelers worldwide.

Leadership has focused on sustaining growth by investing in technology, expanding inventory of lodging and transport options, and enhancing the end-to-end booking experience. Glenn Fogel serves as president and chief executive officer and has overseen the company’s strategic direction since assuming the role in 2017. Booking Holdings continues to evolve its platforms to address changing traveler preferences and distribution dynamics in the global travel market.

Key Stats

• Today's Range: $166.33 to $170.33
• 50-Day Range: $162.49 to $192.03
• 52-Week Range: $150.62 to $233.58
• Volume: 784,311 shs
• Average Volume: 9.25 million shs
• Market Capitalization: $130.74 billion
• P/E Ratio: 22.22
• Dividend Yield: 1.00%
• Price Target: $227.14
• Consensus Rating: Moderate Buy

Booking Stock Analysis - MarketRank™

Booking scored higher than 97% of companies evaluated by MarketBeat, and ranked 3rd out of 198 stocks in the retail/wholesale sector. Scores are calculated by averaging available category scores, with extra weight given to analysis and valuation.

Analyst's Opinion

• Score: 4.4 / 5
• Analyst Rating: Moderate Buy

Consensus Rating

Booking has received a consensus rating of Moderate Buy. The company's average rating score is 2.81, and is based on 1 strong buy rating, 28 buy ratings, 8 hold ratings, and no sell ratings.

Upside Potential

Booking has a consensus price target of $227.14, representing about 35.3% upside from its current price of $167.90.

Amount of Analyst Coverage

Booking has been the subject of 31 research reports in the past 90 days, demonstrating strong analyst interest in this stock.

Earnings and Valuation

• Score: 3.1 / 5
• Proj. Earnings Growth: 18.18%

Earnings Growth

Earnings for Booking are expected to grow by 18.18% in the coming year, from $10.45 to $12.35 per share.

Price to Earnings Ratio vs. the Market

The P/E ratio of Booking is 22.61, which means that it is trading at a less expensive P/E ratio than the market average P/E ratio of about 38.38.

Price to Earnings Ratio vs. Sector

The P/E ratio of Booking is 22.61, which means that it is trading at a more expensive P/E ratio than the Retail/Wholesale sector average P/E ratio of about 17.32.

Price to Earnings Growth Ratio

Booking has a PEG Ratio of 1.00. PEG Ratios around 1 indicate that a company is correctly valued.

Short Interest

• Score: 3.0 / 5
• Short Interest Level: Healthy

Percentage of Shares Shorted

3.40% of the float of Booking has been sold short.

Short Interest Ratio / Days to Cover

Booking has a short interest ratio ("days to cover") of 3.88, which is generally considered an acceptable ratio of short interest to trading volume.

Change versus previous month

Short interest in Booking has recently increased by 3,234.44%, indicating that investor sentiment is decreasing significantly.

Dividend

• Score: 1.7 / 5
• Dividend Strength: Weak

Dividend Yield

Booking has a dividend yield of 1.00%, which is in the bottom 25% of all stocks that pay dividends.

Dividend Growth

Booking has only been increasing its dividend for 1 years.

Dividend Coverage

The dividend payout ratio of Booking is 22.11%. This payout ratio is at a healthy, sustainable level, below 75%.

Dividend Sustainability

Based on earnings estimates, Booking will have a dividend payout ratio of 13.60% next year. This indicates that Booking will be able to sustain or increase its dividend.

News and Social Media

• Score: 3.4 / 5
• News Sentiment: 0.46

News Sentiment

Booking has a news sentiment score of 0.46. This score is calculated as an average of sentiment of articles about the company over the last seven days and ranges from 2 (good news) to -2 (bad news). This is a lower news sentiment than the 0.59 average news sentiment score of Retail/Wholesale companies.

News Coverage This Week

MarketBeat has tracked 24 news articles for Booking this week, compared to 13 articles on an average week.

Search Interest

47 people have searched for BKNG on MarketBeat in the last 30 days. This is an increase of 161% compared to the previous 30 days.

MarketBeat Follows

23 people have added Booking to their MarketBeat watchlist in the last 30 days. This is an increase of 156% compared to the previous 30 days.

Company Ownership

• Score: 1.4 / 5
• Insider Trading: Selling Shares

Insider Buying vs. Insider Selling

In the past three months, Booking insiders have sold more of their company's stock than they have bought. Specifically, they have bought $0.00 in company stock and sold $10,355,414.00 in company stock.

Percentage Held by Insiders

0.16% of the stock of Booking is held by insiders.

Percentage Held by Institutions

92.42% of the stock of Booking is held by institutions. High institutional ownership can be a signal of strong market trust in this company.

BKNG Stock Analysis - Frequently Asked Questions

How have BKNG shares performed this year?

Booking's stock was trading at $214.2132 at the beginning of 2026. Since then, BKNG shares have decreased by 21.6% and is now trading at $167.8950.

How were Booking's earnings last quarter?

Booking Holdings Inc. (NASDAQ:BKNG) released its quarterly earnings results on Tuesday, April, 28th. The business services provider reported $1.14 earnings per share (EPS) for the quarter, topping the consensus estimate of $1.08 by $0.06. The firm's quarterly revenue was up 16.2% on a year-over-year basis.
Read the conference call transcript.

When did Booking's stock split?

Shares of Booking split before market open on Monday, April 6th 2026.The 25-1 split was announced on Wednesday, February 18th 2026. The newly minted shares were issued to shareholders after the market closes on Thursday, April 2nd 2026. An investor that had 100 shares of stock prior to the split would have 2,500 shares after the split.

Does Booking have any subsidiaries?

Booking subsidiaries include these companies: HotelsCombined, FareHarbor, momondo, AS Digital, PriceMatch, Rocketmiles, OpenTable, and others.

Who are Booking's major shareholders?

Top institutional investors of Booking include Bank of New York Mellon Corp (0.04%), Swiss National Bank (0.01%), Dimensional Fund Advisors LP (0.01%) and Metropolis Capital Ltd (0.01%). Insiders that own company stock include Glenn D Fogel, David I Goulden, Susana D'emic, Paulo Pisano, Robert J Mylod Jr, Vanessa Ames Wittman and Radakovich Lynn Vojvodich.
View institutional ownership trends.

How do I buy shares of Booking?

Shares of BKNG stock can be purchased through any online brokerage account. Popular online brokerages with access to the U.S. stock market include Charles Schwab, E*TRADE, Fidelity, and Vanguard Brokerage Services.

What other stocks do shareholders of Booking own?

Based on aggregate information from My MarketBeat watchlists, some other companies that Booking investors own include Meta Platforms (META), NVIDIA (NVDA), Broadcom (AVGO), ServiceNow (NOW), Netflix (NFLX), UnitedHealth Group (UNH) and Advanced Micro Devices (AMD).

Company Calendar

• Record date for 3/31 Dividend: 3/06/2026
• Ex-Dividend for 3/31 Dividend: 3/06/2026
• Dividend Payable: 3/31/2026
• Last Earnings: 4/28/2026
• Today: 5/08/2026
• J.P. Morgan 54th Annual Global Technology, Media and Communications Conference: 5/20/2026
• Record date for 6/30 Dividend: 6/05/2026
• Ex-Dividend for 6/30 Dividend: 6/05/2026
• Dividend Payable: 6/30/2026
• Fiscal Year End: 12/31/2026

Industry, Sector and Symbol

• Stock Exchange: NASDAQ
• Sector: Retail/Wholesale
• Industry: INTERNET COMMERCE
• Sub-Industry: Internet Retail
• Current Symbol: NASDAQ:BKNG
• CIK: 1075531
• Web: www.bookingholdings.com
• Phone: 203-299-8000
• Fax: 203-595-0160
• Employees: 24,300
• Year Founded: 1997

Price Target and Rating

• Average Price Target for Booking: $227.14
• High Price Target: $298.00
• Low Price Target: $175.00
• Potential Upside/Downside: +32.6%
• Consensus Rating: Moderate Buy
• Rating Score (0-4): 2.81
• Research Coverage: 37 Analysts

Profitability

• EPS (Trailing Twelve Months): $7.60
• Trailing P/E Ratio: 22.53
• Forward P/E Ratio: 16.39
• P/E Growth: 1
• Net Income: $5.40 billion
• Net Margins: 22.23%
• Pretax Margin: 28.30%
• Return on Equity: -117.14%
• Return on Assets: 25.85%

Debt

• Debt-to-Equity Ratio: N/A
• Current Ratio: 1.06
• Quick Ratio: 1.06

Sales & Book Value

• Annual Sales: $26.92 billion
• Price / Sales: 4.93
• Cash Flow: $10.64 per share
• Price / Cash Flow: 16.10
• Book Value: ($11.26) per share
• Price / Book: -15.21

Miscellaneous

• Outstanding Shares: 774,880,000
• Free Float: 773,638,000
• Market Cap: $132.72 billion
• Optionable: Optionable
• Beta: 1.10