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 , 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.

$163.95 +6.54 (+4.15%)

Closing price 09/25/2026 04:00 PM Eastern

Extended Trading

$164.35 +0.40 (+0.25%)

As of 09/25/2026 08:00 PM Eastern

Compare

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

Consensus Rating

Moderate Buy

Based on 37 Analyst Ratings

Sell
0

Hold
9

Buy
28

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, 9 have given a hold rating, 25 have given a buy rating, and 3 have given a strong buy rating for BKNG.

Consensus Price Target

$236.98
44.55% Upside

According to the 37 analysts' twelve-month price targets for Booking, the average price target is $236.98. 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 44.55% from the current price of $163.95.

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 9/27/25 to 9/27/26	1 Month Ago 8/28/25 to 8/28/26	3 Months Ago 6/29/25 to 6/29/26	1 Year Ago 9/27/24 to 9/27/25
Strong Buy	3 Strong Buy rating(s)	1 Strong Buy rating(s)	1 Strong Buy rating(s)	2 Strong Buy rating(s)
Buy	25 Buy rating(s)	27 Buy rating(s)	28 Buy rating(s)	20 Buy rating(s)
Hold	9 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	$236.98	$236.45	$227.14	$232.35
Forecasted Upside	44.55% Upside	14.99% Upside	24.52% Upside	4.70% 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	2.19	2.53
Consensus Rating	Moderate Buy	Hold	Moderate Buy
Predicted Upside	44.55% Upside	199.07% Upside	19.20% 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
9/24/2026	Citigroup 4 of 5 stars	Ronald Josey 3 of 5 stars	Reiterated Rating	Market Perform
9/24/2026	BTIG Research 3 of 5 stars	Jake Fuller 3 of 5 stars	Reiterated Rating	Buy	$250.00	+60.36%
9/16/2026	Morgan Stanley 3 of 5 stars	Matthew Cost 2 of 5 stars	Set Target	Overweight	$230.00	+34.25%
9/14/2026	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	Upgrade	Strong-Buy
9/1/2026	Rosenblatt Securities Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Scott Devitt Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Initiated Coverage	Buy	$245.00	+23.06%
8/26/2026	Weiss Ratings Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		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%
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.
8/6/2026	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%
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	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	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%
2/20/2026	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 Sunday at 05:47 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 Friday, September 25, 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.:

The stock is currently trading at $163.95, which is significantly below the consensus price target of $236.98 set by analysts, suggesting substantial potential for price appreciation as the market re-evaluates the company's valuation.
Booking Holdings Inc. demonstrated strong financial performance in its most recent quarter, reporting earnings per share of $2.54, which beat the consensus estimate of $2.43, and revenue of $7.35 billion, exceeding expectations of $7.19 billion, indicating robust operational execution.
The company maintains a high level of profitability, converting 35% of its sales into operating profit, which is significantly higher than the 18.6% average for the S&P 500, providing a strong margin advantage over many peers.
Recent analyst reports, including a reaffirmed "buy" rating from BTIG Research with a $250.00 price target, suggest that concerns regarding AI agents disrupting the travel booking model may be overdone, supporting a positive long-term outlook.
Institutional investors have shown renewed interest, with firms like Envestnet Asset Management Inc. and State Street Corp significantly increasing their positions in the second quarter, signaling confidence in the company's future growth trajectory.

Booking
Bear Case

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

The stock has experienced a significant decline, losing 29% of its value over the past year, and is on pace to log its worst monthly performance since June 2022, reflecting strong negative market sentiment.
There are growing concerns that new AI platforms, such as Meta's Muse, could bypass traditional online travel agencies, leading to a potential disruption of the aggregator model that Booking Holdings Inc. relies on for its business.
The company expects third-quarter 2026 revenue to grow only 4% to 6%, a notable slowdown from previous growth rates, which may indicate a deceleration in demand or increased competitive pressure.
Insider selling has been prominent, with executives and directors, including CEO Glenn D. Fogel and VP Peter J. Millones, selling significant numbers of shares in recent months, which can be interpreted as a lack of confidence in the current stock price.
The stock is trading well below its 50-day simple moving average of $191.48 and its 200-day simple moving average of $178.97, indicating that the stock is in a downtrend and may face further downward pressure.

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 $236.98, with a high forecast of $298.00 and a low forecast of $188.00.

37 Wall Street equities research analysts have issued "buy," "hold," and "sell" ratings for Booking in the last twelve months. There are currently 9 hold ratings, 25 buy ratings and 3 strong buy ratings for the stock. The consensus among Wall Street equities research analysts is that investors should "moderate buy" BKNG shares.

According to analysts, Booking's stock has a predicted upside of 44.55% based on their 12-month stock forecasts.

Over the previous 90 days, Booking's stock had 2 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, Jefferies Financial Group, 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 9/24/2026.

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Booking (BKNG) Stock Forecast & Price Target