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 , Mizuho , Morgan Stanley , Oppenheimer , Piper Sandler , Robert W. Baird , Rosenblatt Securities , Sanford C. Bernstein , Susquehanna , TD Cowen , The Goldman Sachs Group , Truist Financial , UBS Group , Wedbush , Weiss Ratings , and Wells Fargo & Company in the past 90 days.

$165.80 +5.12 (+3.19%)

Closing price 04:00 PM Eastern

Extended Trading

$165.92 +0.12 (+0.07%)

As of 04:28 PM Eastern

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

Consensus Rating

Moderate Buy

Based on 37 Analyst Ratings

Sell
1

Hold
7

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, 1 has given a sell rating, 7 have given a hold rating, 26 have given a buy rating, and 3 have given a strong buy rating for BKNG.

Consensus Price Target

$233.95
41.11% Upside

According to the 37 analysts' twelve-month price targets for Booking, the average price target is $233.95. The highest price target for BKNG is $298.00, while the lowest price target for BKNG is $170.00. The average price target represents a forecasted upside of 41.11% from the current price of $165.80.

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.

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BKNG Analyst Ratings Over Time

Type	Current Forecast 10/15/25 to 10/15/26	1 Month Ago 9/15/25 to 9/15/26	3 Months Ago 7/17/25 to 7/17/26	1 Year Ago 10/15/24 to 10/15/25
Strong Buy	3 Strong Buy rating(s)	3 Strong Buy rating(s)	1 Strong Buy rating(s)	2 Strong Buy rating(s)
Buy	26 Buy rating(s)	26 Buy rating(s)	28 Buy rating(s)	19 Buy rating(s)
Hold	7 Hold rating(s)	8 Hold rating(s)	8 Hold rating(s)	11 Hold rating(s)
Sell	1 Sell rating(s)	0 Sell rating(s)	0 Sell rating(s)	0 Sell rating(s)
Consensus Price Target	$233.95	$236.70	$227.29	$232.35
Forecasted Upside	41.11% Upside	38.16% Upside	25.10% Upside	14.33% 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	45.60% Upside	253.55% Upside	19.53% Upside
News Sentiment Rating	Positive News See Recent BKNG News	Positive News	Positive News

Recent Analyst Forecasts and Stock Ratings

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Rating

Upside/Downside

Action

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Date	Brokerage	Analyst	Action	Rating	Price Target	Report Date Upside/Downside
10/12/2026	Cantor Fitzgerald 5 of 5 stars	Deepak Mathivanan 2 of 5 stars	Lower Target	Neutral	$220.00 ➝ $170.00	+6.02%
10/8/2026	Weiss Ratings 3 of 5 stars		Upgrade	Hold (C+) ➝ Buy (B-)
10/7/2026	Wells Fargo & Company 3 of 5 stars	Ken Gawrelski 1 of 5 stars	Reiterated Rating	Reduce	$220.00 ➝ $190.00	+20.54%
9/30/2026	Truist Financial Subscribe to MarketBeat All Access to unlock brokerage rankings	Gregory Miller Subscribe to MarketBeat All Access to unlock analyst rankings	Set Target	Buy	$242.00 ➝ $216.00	+33.05%
9/24/2026	Citigroup Subscribe to MarketBeat All Access to unlock brokerage rankings	Ronald Josey Subscribe to MarketBeat All Access to unlock analyst rankings	Reiterated Rating	Market Perform
9/24/2026	BTIG Research Subscribe to MarketBeat All Access to unlock brokerage rankings	Jake Fuller Subscribe to MarketBeat All Access to unlock analyst rankings	Reiterated Rating	Buy	$250.00	+60.36%
9/16/2026	Morgan Stanley Subscribe to MarketBeat All Access to unlock brokerage rankings	Matthew Cost Subscribe to MarketBeat All Access to unlock analyst rankings	Set Target	Overweight	$230.00	+34.25%
9/14/2026	TD Cowen Subscribe to MarketBeat All Access to unlock brokerage rankings	Kevin Kopelman Subscribe to MarketBeat All Access to unlock analyst rankings	Upgrade	Strong-Buy
9/1/2026	Rosenblatt Securities Subscribe to MarketBeat All Access to unlock brokerage rankings	Scott Devitt Subscribe to MarketBeat All Access to unlock analyst rankings	Initiated Coverage	Buy	$245.00	+23.06%
8/26/2026	Sanford C. Bernstein Subscribe to MarketBeat All Access to unlock brokerage rankings		Reiterated Rating	Market Perform	$188.00	-10.79%
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8/24/2026	Evercore Subscribe to MarketBeat All Access to unlock brokerage rankings	Mark Mahaney Subscribe to MarketBeat All Access to unlock analyst rankings	Reiterated Rating	Outperform	$270.00	+26.50%
8/10/2026	Argus Subscribe to MarketBeat All Access to unlock brokerage rankings	John Staszak Subscribe to MarketBeat All Access to unlock analyst rankings	Boost Target	Buy	$210.00 ➝ $245.00	+16.44%
8/6/2026	Susquehanna Subscribe to MarketBeat All Access to unlock brokerage rankings		Reiterated Rating	Positive	$240.00	+15.93%
8/6/2026	DA Davidson Subscribe to MarketBeat All Access to unlock brokerage rankings	Tom White Subscribe to MarketBeat All Access to unlock analyst rankings	Set Target		$240.00	+15.93%
8/5/2026	Deutsche Bank Aktiengesellschaft Subscribe to MarketBeat All Access to unlock brokerage rankings	Benjamin Black Subscribe to MarketBeat All Access to unlock analyst rankings	Reiterated Rating	Buy	$230.00	+10.82%
8/5/2026	B. Riley Financial Subscribe to MarketBeat All Access to unlock brokerage rankings	Naved Khan Subscribe to MarketBeat All Access to unlock analyst rankings	Reiterated Rating	Buy	$264.00 ➝ $274.00	+34.38%
8/5/2026	Oppenheimer Subscribe to MarketBeat All Access to unlock brokerage rankings	Jed Kelly Subscribe to MarketBeat All Access to unlock analyst rankings	Reiterated Rating	Outperform	$215.00 ➝ $240.00	+23.54%
8/5/2026	Mizuho Subscribe to MarketBeat All Access to unlock brokerage rankings		Set Target		$240.00	+17.70%
8/5/2026	Robert W. Baird Subscribe to MarketBeat All Access to unlock brokerage rankings	Michael Bellisario Subscribe to MarketBeat All Access to unlock analyst rankings	Set Target		$230.00	+12.80%
8/5/2026	Piper Sandler Subscribe to MarketBeat All Access to unlock brokerage rankings	Thomas Champion Subscribe to MarketBeat All Access to unlock analyst rankings	Reiterated Rating	Neutral	$195.00 ➝ $215.00	+10.67%
8/5/2026	BMO Capital Markets Subscribe to MarketBeat All Access to unlock brokerage rankings	Brian Pitz Subscribe to MarketBeat All Access to unlock analyst rankings	Reiterated Rating	Outperform	$240.00 ➝ $250.00	+28.69%
8/5/2026	Bank of America Subscribe to MarketBeat All Access to unlock brokerage rankings		Reiterated Rating	Buy	$234.00	+20.45%
8/5/2026	UBS Group Subscribe to MarketBeat All Access to unlock brokerage rankings	Stephen Ju Subscribe to MarketBeat All Access to unlock analyst rankings	Boost Target	Buy	$266.00 ➝ $274.00	+32.26%
8/5/2026	Benchmark Subscribe to MarketBeat All Access to unlock brokerage rankings	Daniel Kurnos Subscribe to MarketBeat All Access to unlock analyst rankings	Boost Target	Buy	$220.00 ➝ $250.00	+20.99%
8/5/2026	Wedbush Subscribe to MarketBeat All Access to unlock brokerage rankings	Ygal Arounian Subscribe to MarketBeat All Access to unlock analyst rankings	Boost Target	Outperform	$211.00 ➝ $247.00	+21.14%
7/20/2026	The Goldman Sachs Group Subscribe to MarketBeat All Access to unlock brokerage rankings	Eric Sheridan Subscribe to MarketBeat All Access to unlock analyst rankings	Set Target	Neutral	$215.00	+20.20%
7/14/2026	Jefferies Financial Group Subscribe to MarketBeat All Access to unlock brokerage rankings	John Colantuoni Subscribe to MarketBeat All Access to unlock analyst rankings	Boost Target	Hold	$180.00 ➝ $190.00	+8.08%
4/30/2026	Gordon Haskett Subscribe to MarketBeat All Access to unlock brokerage rankings		Boost Target	Buy	$217.00 ➝ $220.00	+28.50%
4/29/2026	Barclays Subscribe to MarketBeat All Access to unlock brokerage rankings	Ross Sandler Subscribe to MarketBeat All Access to unlock analyst rankings	Set Target	Overweight	$220.00 ➝ $210.00	+21.06%
4/29/2026	JPMorgan Chase & Co. Subscribe to MarketBeat All Access to unlock brokerage rankings	Doug Anmuth Subscribe to MarketBeat All Access to unlock analyst rankings	Lower Target	Overweight	$224.00 ➝ $208.00	+19.84%
4/29/2026	HSBC Subscribe to MarketBeat All Access to unlock brokerage rankings		Lower Target	Buy	$309.84 ➝ $298.00	+74.63%
4/29/2026	Royal Bank Of Canada Subscribe to MarketBeat All Access to unlock brokerage rankings	Brad Erickson Subscribe to MarketBeat All Access to unlock analyst rankings	Lower Target	Outperform	$244.00 ➝ $220.00	+28.92%
4/8/2026	Tigress Financial Subscribe to MarketBeat All Access to unlock brokerage rankings	Ivan Feinseth Subscribe to MarketBeat All Access to unlock analyst rankings	Reiterated Rating	Strong-Buy	$244.00 ➝ $260.00	+50.65%
2/20/2026	BNP Paribas Exane Subscribe to MarketBeat All Access to unlock brokerage rankings		Lower Target	Outperform	$244.00 ➝ $240.00	+49.72%
2/19/2026	KeyCorp Subscribe to MarketBeat All Access to unlock brokerage rankings	Justin Patterson Subscribe to MarketBeat All Access to unlock analyst rankings	Lower Target	Overweight	$260.00 ➝ $237.40	+38.99%
2/4/2026	Citizens Jmp Subscribe to MarketBeat All Access to unlock brokerage rankings	Matthew Condon Subscribe to MarketBeat All Access to unlock analyst rankings	Reiterated Rating	Outperform ➝ Market Perform
10/30/2025	Rothschild & Co Redburn Subscribe to MarketBeat All Access to unlock brokerage rankings		Boost Target	Buy	$250.00 ➝ $256.00	+26.09%
8/5/2025	Erste Group Bank Subscribe to MarketBeat All Access to unlock brokerage rankings		Upgrade	Hold ➝ Buy
2/18/2025	Cfra Subscribe to MarketBeat All Access to unlock brokerage rankings		Upgrade	Hold ➝ Buy

Analyst ratings data on MarketBeat is provided by Benzinga and other data providers. This page was last refreshed on Thursday at 04:21 PM 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 Thursday, October 8, 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. is currently trading at $159.97, which is significantly below the consensus price target of $236.98 set by analysts, suggesting substantial upside potential for investors who believe the market is overreacting to recent negative news.
The company demonstrated strong fundamental performance in its most recent earnings report on August 3, 2026, beating consensus estimates with an EPS of $2.54 compared to the expected $2.43 and generating revenue of $7.35 billion, which exceeded the $7.19 billion forecast, indicating robust operational health.
Booking Holdings Inc. offers a dividend yield of 1.07% with a sustainable payout ratio of 18.58%, providing a steady income stream for investors while retaining the majority of earnings for reinvestment into the business.
Short interest in the stock has decreased to 19,629,385 shares as of September 15, 2026, representing a 2.6% month-over-month decline, which suggests that bearish sentiment is waning and that short sellers are covering their positions.
Institutional investors continue to show confidence in the company, with 92.42% of the stock owned by institutional investors, and recent filings show firms like Professional Advisory Services Inc. increasing their positions by 12.5% in the third quarter.

Booking
Bear Case

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

Booking Holdings Inc. faces significant regulatory risk as the Federal Trade Commission (FTC) investigates deceptive practices related to hotel ads on Priceline.com, with potential penalties estimated at more than $500 million, which could materially impact the company's bottom line.
The stock has experienced a significant decline, trading at $159.97 which is near its 52-week low of $150.14 and down approximately 14% over the last three months, indicating strong downward momentum and potential further losses for investors.
Insider selling has been heavy recently, with insiders selling 83,050 shares valued at $17,182,274 in the last 90 days, including large sales by CEO Glenn D. Fogel and VP Peter J. Millones, which may signal a lack of confidence in the stock's near-term prospects.
The company's valuation metrics, such as a P/E ratio of 17.71, may be considered high relative to its growth rate, especially given the P/E/G ratio of 0.98, suggesting that the stock may be overvalued if growth slows down due to regulatory headwinds.
Booking Holdings Inc. has a beta of 1.13, indicating that it is more volatile than the overall market, which could lead to larger price swings and higher risk for investors who are sensitive to market fluctuations.

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 $233.95, with a high forecast of $298.00 and a low forecast of $170.00.

37 Wall Street analysts have issued "buy," "hold," and "sell" ratings for Booking in the last year. There is currently 1 sell rating, 7 hold ratings, 26 buy ratings and 3 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 41.11% based on their 12-month stock forecasts.

Over the previous 90 days, Booking's stock had 3 upgrades 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, Mizuho, Morgan Stanley, Oppenheimer, Piper Sandler, Robert W. Baird, Rosenblatt Securities, Sanford C. Bernstein, Susquehanna, TD Cowen, 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.

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MarketBeat monitors more than a dozen sources for Booking analyst ratings, with the most recent rating issued on 10/12/2026.

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Booking (BKNG) Stock Forecast & Price Target