Booking (BKNG) Stock Forecast & Price Target

Q: What analysts cover Booking?

Booking has been rated by research analysts at Argus , B. Riley Financial , Bank of America , Benchmark , BMO Capital Markets , BTIG Research , Cantor Fitzgerald , Citigroup , DA Davidson , Deutsche Bank Aktiengesellschaft , Evercore , Jefferies Financial Group , Mizuho , Oppenheimer , Piper Sandler , Robert W. Baird , Rosenblatt Securities , Sanford C. Bernstein , Susquehanna , The Goldman Sachs Group , Truist Financial , UBS Group , Wedbush , Weiss Ratings , and Wells Fargo & Company in the past 90 days.

$193.29 -1.84 (-0.94%)

As of 09/4/2026 04:00 PM Eastern

Compare

Booking - Analysts' Recommendations and Stock Price Forecast (2026)

Consensus Rating

Moderate Buy

Based on 37 Analyst Ratings

Sell
0

Hold
8

Buy
29

Based on 37 Wall Street analysts who have issued ratings for Booking in the last 12 months, the stock has a consensus rating of "Moderate Buy." Out of the 37 analysts, 8 have given a hold rating, 27 have given a buy rating, and 2 have given a strong buy rating for BKNG.

Consensus Price Target

$236.70
22.46% Upside

According to the 37 analysts' twelve-month price targets for Booking, the average price target is $236.70. The highest price target for BKNG is $298.00, while the lowest price target for BKNG is $188.00. The average price target represents a forecasted upside of 22.46% from the current price of $193.29.

MarketBeat calculates consensus analyst ratings for stocks using the most recent rating from each Wall Street analyst that has rated a stock within the last twelve months. Each analyst's rating is normalized to a standardized rating score of 1 (sell), 2 (hold), 3 (buy) or 4 (strong buy). Analyst consensus ratings scores are calculated using the mean average of the number of normalized sell, hold, buy and strong buy ratings from Wall Street analysts. Each stock's consensus analyst rating is derived from its calculated consensus ratings score (0 to .5 = Strong Sell, .5 to 1 = Sell, 1 to 1.5 = Reduce, 1.5 to 2.5 = Hold, 2.5 to 3.0 = Moderate Buy, 3.0 to 3.5 = Buy, >3.5 = Strong Buy). MarketBeat's consensus price targets are a mean average of the most recent available price targets set by each analyst that has set a price target for the stock in the last twelve months. MarketBeat's consensus ratings and consensus price targets may differ from those calculated by other firms due to differences in methodology and available data.

Get the Latest News and Ratings for BKNG and Related Stocks

Enter your email address to receive the latest news and analysts' ratings for Booking and its competitors.

SMS is currently available in Australia, Belgium, Canada, France, Germany, Ireland, Italy, New Zealand, the Netherlands, Singapore, South Africa, Spain, Switzerland, the United Kingdom, and the United States. By entering your phone number and clicking the sign-up button, you agree to receive periodic text messages from MarketBeat at the phone number you submitted, including texts that may be sent using an automatic telephone dialing system. Message and data rates may apply. Message frequency will vary. Messages will consist of stock alerts, news stories, and partner advertisements/offers. Consent is not a condition of the purchase of any goods or services. Text HELP for help/customer support. Unsubscribe at any time by replying "STOP" to any text message that you receive from MarketBeat or by visiting our mailing preferences page. Read our full terms of service and privacy policy.

BKNG Analyst Ratings Over Time

Type	Current Forecast 9/5/25 to 9/5/26	1 Month Ago 8/6/25 to 8/6/26	3 Months Ago 6/7/25 to 6/7/26	1 Year Ago 9/5/24 to 9/5/25
Strong Buy	2 Strong Buy rating(s)	1 Strong Buy rating(s)	1 Strong Buy rating(s)	2 Strong Buy rating(s)
Buy	27 Buy rating(s)	27 Buy rating(s)	28 Buy rating(s)	19 Buy rating(s)
Hold	8 Hold rating(s)	8 Hold rating(s)	8 Hold rating(s)	10 Hold rating(s)
Sell	0 Sell rating(s)	0 Sell rating(s)	0 Sell rating(s)	0 Sell rating(s)
Consensus Price Target	$236.70	$234.98	$227.14	$232.35
Forecasted Upside	22.46% Upside	13.30% Upside	36.96% Upside	5.50% Upside
Consensus Rating	Moderate Buy	Moderate Buy	Moderate Buy	Moderate Buy

BKNG Analyst Recommendations By Month

The chart below shows how a company's ratings by analysts have changed over time. Each bar represents the previous year of ratings for that month. Within each bar, the sell ratings are shown in red, the hold ratings are shown in yellow, the buy ratings are shown in green, and the strong buy ratings are shown in dark green.

BKNG Price Targets by Month

The chart below shows how a company's share price and consensus price target have changed over time. The dark blue line represents the company's actual price. The lighter blue line represents the stock's consensus price target. The even lighter blue range in the background of the two lines represents the low price target and the high price target for each stock.

Booking Stock vs. The Competition

Type	Booking	Consumer Discretionary Companies	Broader Market
Consensus Rating Score	2.84	2.20	2.53
Consensus Rating	Moderate Buy	Hold	Moderate Buy
Predicted Upside	22.46% Upside	203.85% Upside	14.02% Upside
News Sentiment Rating	Positive News See Recent BKNG News	Positive News	Positive News

Recent Analyst Forecasts and Stock Ratings

Rating

Upside/Downside

Action

Time Frame

Start Date

End Date

Show

Export

Date	Brokerage	Analyst	Action	Rating	Price Target	Report Date Upside/Downside
9/1/2026	Rosenblatt Securities 5 of 5 stars	Scott Devitt Not Rated	Initiated Coverage	Buy	$245.00	+23.06%
8/27/2026	BTIG Research 3 of 5 stars	Jake Fuller 3 of 5 stars	Reiterated Rating	Buy	$250.00	+19.68%
8/26/2026	Weiss Ratings 5 of 5 stars		Reiterated Rating	Hold (C+)
8/26/2026	Sanford C. Bernstein Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Reiterated Rating	Market Perform	$188.00	-10.79%
8/24/2026	Evercore Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Mark Mahaney Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Reiterated Rating	Outperform	$270.00	+26.50%
8/10/2026	Argus Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	John Staszak Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Boost Target	Buy	$210.00 ➝ $245.00	+16.44%
8/6/2026	Susquehanna Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Reiterated Rating	Positive	$240.00	+15.93%
8/6/2026	DA Davidson Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Tom White Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Set Target		$240.00	+15.93%
8/5/2026	Truist Financial Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Greg Miller Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Set Target		$242.00	+17.44%
8/5/2026	Deutsche Bank Aktiengesellschaft Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Benjamin Black Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Reiterated Rating	Buy	$230.00	+10.82%
Get the Latest News and Ratings for BKNG and Related Stocks Enter your email address below to receive the latest news and analysts' ratings for Booking and its competitors with MarketBeat's FREE daily newsletter.
8/5/2026	B. Riley Financial Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Naved Khan Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Reiterated Rating	Buy	$264.00 ➝ $274.00	+34.38%
8/5/2026	Oppenheimer Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Jed Kelly Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Reiterated Rating	Outperform	$215.00 ➝ $240.00	+23.54%
8/5/2026	Mizuho Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Set Target		$240.00	+17.70%
8/5/2026	Robert W. Baird Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Michael Bellisario Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Set Target		$230.00	+12.80%
8/5/2026	Piper Sandler Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Thomas Champion Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Reiterated Rating	Neutral	$195.00 ➝ $215.00	+10.67%
8/5/2026	Wells Fargo & Company Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Ken Gawrelski Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Set Target	Equal Weight	$214.00 ➝ $220.00	+13.24%
8/5/2026	Citigroup Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Ronald Josey Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Reiterated Rating	Buy	$225.00 ➝ $236.00	+21.48%
8/5/2026	BMO Capital Markets Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Brian Pitz Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Reiterated Rating	Outperform	$240.00 ➝ $250.00	+28.69%
8/5/2026	Bank of America Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Reiterated Rating	Buy	$234.00	+20.45%
8/5/2026	UBS Group Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Stephen Ju Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Boost Target	Buy	$266.00 ➝ $274.00	+32.26%
8/5/2026	Benchmark Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Daniel Kurnos Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Boost Target	Buy	$220.00 ➝ $250.00	+20.99%
8/5/2026	Wedbush Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Ygal Arounian Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Boost Target	Outperform	$211.00 ➝ $247.00	+21.14%
8/5/2026	Cantor Fitzgerald Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Deepak Mathivanan Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Boost Target	Neutral	$175.00 ➝ $220.00	+13.24%
7/20/2026	The Goldman Sachs Group Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Eric Sheridan Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Set Target	Neutral	$215.00	+20.20%
7/14/2026	Jefferies Financial Group Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	John Colantuoni Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Boost Target	Hold	$180.00 ➝ $190.00	+8.08%
4/30/2026	Gordon Haskett Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Boost Target	Buy	$217.00 ➝ $220.00	+28.50%
4/29/2026	TD Cowen Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Kevin Kopelman Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Reiterated Rating	Buy	$240.00 ➝ $230.00	+33.54%
4/29/2026	Barclays Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Ross Sandler Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Set Target	Overweight	$220.00 ➝ $210.00	+21.06%
4/29/2026	JPMorgan Chase & Co. Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Doug Anmuth Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Lower Target	Overweight	$224.00 ➝ $208.00	+19.84%
4/29/2026	HSBC Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Lower Target	Buy	$309.84 ➝ $298.00	+74.63%
4/29/2026	Royal Bank Of Canada Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Brad Erickson Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Lower Target	Outperform	$244.00 ➝ $220.00	+28.92%
4/8/2026	Tigress Financial Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Ivan Feinseth Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Reiterated Rating	Strong-Buy	$244.00 ➝ $260.00	+50.65%
2/23/2026	Morgan Stanley Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Brian Nowak Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Upgrade	Equal Weight ➝ Overweight	$246.00 ➝ $220.00	+42.09%
2/20/2026	BNP Paribas Exane Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Lower Target	Outperform	$244.00 ➝ $240.00	+49.72%
2/19/2026	KeyCorp Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Justin Patterson Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Lower Target	Overweight	$260.00 ➝ $237.40	+38.99%
2/4/2026	Citizens Jmp Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Matthew Condon Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Reiterated Rating	Outperform ➝ Market Perform
10/30/2025	Rothschild & Co Redburn Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Boost Target	Buy	$250.00 ➝ $256.00	+26.09%
8/5/2025	Erste Group Bank Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Upgrade	Hold ➝ Buy
2/18/2025	Cfra Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Upgrade	Hold ➝ Buy

Analyst ratings data on MarketBeat is provided by Benzinga and other data providers. This page was last refreshed on Saturday at 09:24 AM ET.

Should I Buy Booking Stock? BKNG Pros and Cons Explained

These pros and cons were generated based on recent news and financial data from MarketBeat in order to provide readers with the fastest and most accurate insights. They were last updated on Wednesday, September 2, 2026. Please send any questions or comments about these Booking pros and cons to contact@marketbeat.com.

Booking
Bull Case

Here are some ways that investors could benefit from investing in Booking Holdings Inc.:

Booking Holdings Inc. recently delivered strong second-quarter results, reporting adjusted earnings per share of $2.54, which exceeded the consensus estimate of $2.43, while revenue of $7.35 billion surpassed expectations of $7.19 billion and grew 8.1% year over year, demonstrating robust fundamental performance.
The stock is currently trading at $199.60, which is below the consensus price target of $236.70, suggesting potential upside for investors as the current price offers a margin of safety relative to analyst expectations.
Wall Street maintains a positive outlook with a consensus rating of Moderate Buy, supported by recent upgrades such as Rosenblatt Securities initiating coverage with a Strong Buy rating and a $245 price target, indicating institutional confidence in the company's trajectory.
Booking Holdings Inc. offers a dividend yield of 0.84% with a payout ratio of 18.58%, providing a modest income stream for investors while retaining the majority of earnings for reinvestment and growth.
The company has demonstrated consistent revenue growth, with year-over-year revenue increases of 16.2% in the first quarter and 8.1% in the second quarter of 2026, highlighting its ability to expand its business effectively in the current market environment.

Booking
Bear Case

Investors should be bearish about investing in Booking Holdings Inc. for these reasons:

There has been significant insider selling activity, with CEO Glenn D. Fogel and other executives selling substantial shares in recent months, such as Fogel selling 16,726 shares in April 2026 and 16,725 shares in March 2026, which may signal reduced internal confidence or personal financial needs.
Short interest in the stock has increased sharply, with shares shorted rising to 21,243,813 as of August 14, 2026, up from 806,849 in March 2026, indicating that a growing number of investors are betting against the stock's performance.
Booking Holdings Inc. has underperformed the broader market year-to-date, with the stock down 6.66% as of September 1, 2026, while the S&P 500 Index has rallied 11.65%, suggesting relative weakness in the company's stock price momentum.
The company reported a negative return on equity of 102.96% in the most recent quarter, which, while potentially influenced by accounting adjustments or share buybacks, indicates inefficiency in generating profits from shareholders' equity that may concern value-oriented investors.
Recent price action includes a gap down of 8.84% on April 29, 2026, following earnings, and the stock hit a 52-week low of $150.14 in May 2026, reflecting periods of significant volatility and investor uncertainty about the company's valuation.

BKNG Forecast - Frequently Asked Questions

According to the research reports of 37 Wall Street equities research analysts, the average twelve-month stock price forecast for Booking is $236.70, with a high forecast of $298.00 and a low forecast of $188.00.

37 Wall Street analysts have issued "buy," "hold," and "sell" ratings for Booking in the last twelve months. There are currently 8 hold ratings, 27 buy ratings and 2 strong buy ratings for the stock. The consensus among Wall Street analysts is that investors should "moderate buy" BKNG shares.

According to analysts, Booking's stock has a predicted upside of 22.46% based on their 12-month stock forecasts.

Over the previous 90 days, Booking's stock had 1 upgrade by analysts.

Booking has been rated by research analysts at Argus, B. Riley Financial, Bank of America, Benchmark, BMO Capital Markets, BTIG Research, Cantor Fitzgerald, Citigroup, DA Davidson, Deutsche Bank Aktiengesellschaft, Evercore, Jefferies Financial Group, Mizuho, Oppenheimer, Piper Sandler, Robert W. Baird, Rosenblatt Securities, Sanford C. Bernstein, Susquehanna, The Goldman Sachs Group, Truist Financial, UBS Group, Wedbush, Weiss Ratings, and Wells Fargo & Company in the past 90 days.

Analysts like Booking more than other "consumer discretionary" companies. The consensus rating for Booking is Moderate Buy while the average consensus rating for "consumer discretionary" companies is Hold. Learn more on how BKNG compares to other companies.

Stock Forecasts and Research Tools

Related Companies

Today's Analyst Ratings

Top-Rated Stocks

More Ratings Tools

Brokerages With Booking Recommendations

MarketBeat monitors more than a dozen sources for Booking analyst ratings, with the most recent rating issued on 9/1/2026.

From Our Partners

Unlock superior investment research and tools.

Get MarketBeat All Access

In-depth profiles and analysis for 20,000 public companies.
Real-time analyst ratings, insider transactions, earnings data, and more.
Our daily ratings and market update email newsletter.

Sign In
Create Account

Your Email Address:

Your Password:

Forgot your password?

Your Email Address:

Choose a Password:

By creating a free account, you agree to our terms of service. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Booking (BKNG) Stock Forecast & Price Target