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 0.00 (0.00%)

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

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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.

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BKNG Analyst Ratings Over Time

Type	Current Forecast 9/7/25 to 9/7/26	1 Month Ago 8/8/25 to 8/8/26	3 Months Ago 6/9/25 to 6/9/26	1 Year Ago 9/7/24 to 9/7/25
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	$234.69	$227.14	$232.35
Forecasted Upside	22.46% Upside	9.45% Upside	38.51% 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	202.83% Upside	14.03% 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 Monday at 03:40 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 Sunday, September 6, 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 reported strong financial performance in its most recent quarter, with revenue of $7.35 billion, which exceeded analyst expectations of $7.19 billion and represented an 8.1% year-over-year increase. This growth demonstrates the company's ability to expand its top line despite market headwinds, providing a solid foundation for future earnings potential.
The stock currently trades at $193.29, which is significantly below the consensus price target of $236.70 set by sell-side analysts. This gap suggests that the market may be undervaluing the company relative to its expected future performance, offering a potential entry point for investors seeking upside.
Booking Holdings Inc. has a consensus rating of "Moderate Buy" from analysts, with 29 out of 37 analysts issuing Buy or Strong Buy ratings. This broad institutional support indicates confidence in the company's long-term strategy and its position as a leader in the online travel sector.
The company maintains a healthy dividend yield of 0.86%, with a recent quarterly dividend of $0.42 per share. While modest, this provides a steady income stream for investors and signals management's commitment to returning capital to shareholders alongside reinvesting in growth.
Recent institutional activity shows significant interest, with entities like Saudi Central Bank and Raiffeisen Bank International AG substantially increasing their positions in the second quarter. This influx of institutional capital often reflects deep-dive research and a positive outlook on the company's stability and growth prospects.

Booking
Bear Case

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

There has been notable insider selling activity, with CEO Glenn D. Fogel and other executives selling significant numbers of shares in recent months. For example, the CEO sold 16,726 shares in April 2026 and 16,725 shares in March 2026. While often part of pre-arranged trading plans, high levels of insider selling can sometimes signal a lack of confidence in the stock's near-term upside.
Short interest in the stock has increased significantly, with shares shorted rising to 21.24 million as of August 2026, up from 806,849 in March 2026. This sharp increase in short positions suggests that a portion of the market is betting against the stock, which could indicate concerns about overvaluation or future earnings pressure.
The stock has experienced volatility and recent declines, including a gap down of 8.84% following its April 2026 earnings report. This sensitivity to earnings results highlights the risk that any future miss in expectations could lead to sharp sell-offs, making the stock a potentially volatile investment.
Booking Holdings Inc. has a negative return on equity of 102.96% for the most recent quarter. While this may be influenced by accounting adjustments or one-time items, a negative ROE is generally a red flag for investors, as it indicates that the company is not efficiently generating profits from its shareholders' equity.
The company's beta of 1.07 indicates that it is slightly more volatile than the overall market. This means that investors should expect larger price swings in both directions compared to the broader market, which may not be suitable for those with a lower risk tolerance.

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 year. 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.

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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.

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Booking (BKNG) Stock Forecast & Price Target