Booking (BKNG) Stock Forecast & Price Target

Q: What analysts cover Booking?

Booking has been rated by research analysts at Argus , B. Riley Financial , Barclays , BMO Capital Markets , BTIG Research , Cantor Fitzgerald , Citigroup , DA Davidson , Deutsche Bank Aktiengesellschaft , Evercore , Gordon Haskett , HSBC , JPMorgan Chase & Co. , Mizuho , Oppenheimer , Piper Sandler , Robert W. Baird , Royal Bank Of Canada , Sanford C. Bernstein , TD Cowen , The Goldman Sachs Group , Tigress Financial , UBS Group , Weiss Ratings , and Wells Fargo & Company in the past 90 days.

$165.78 -1.43 (-0.86%)

As of 12:45 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, 28 have given a buy rating, and 1 has given a strong buy rating for BKNG.

Consensus Price Target

$227.14
37.01% Upside

According to the 37 analysts' twelve-month price targets for Booking, the average price target is $227.14. The highest price target for BKNG is $298.00, while the lowest price target for BKNG is $175.00. The average price target represents a forecasted upside of 37.01% from the current price of $165.78.

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 6/3/25 to 6/3/26	1 Month Ago 5/4/25 to 5/4/26	3 Months Ago 3/5/25 to 3/5/26	1 Year Ago 6/3/24 to 6/3/25
Strong Buy	1 Strong Buy rating(s)	1 Strong Buy rating(s)	0 Strong Buy rating(s)	1 Strong Buy rating(s)
Buy	28 Buy rating(s)	28 Buy rating(s)	29 Buy rating(s)	19 Buy rating(s)
Hold	8 Hold rating(s)	8 Hold rating(s)	7 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	$227.14	$227.14	$234.68	$211.97
Forecasted Upside	37.01% Upside	33.90% Upside	27.18% Upside	-3.21% Downside
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	Retail/Wholesale Companies	Broader Market
Consensus Rating Score	2.81	2.15	2.52
Consensus Rating	Moderate Buy	Hold	Moderate Buy
Predicted Upside	35.84% Upside	55.63% Upside	15.37% 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
5/29/2026	Weiss Ratings Not Rated		Upgrade	Hold (C) ➝ Hold (C+)
5/29/2026	BTIG Research 2 of 5 stars	Jake Fuller Not Rated	Reiterated Rating	Buy	$250.00	+47.21%
4/30/2026	Argus 3 of 5 stars	John Staszak 3 of 5 stars	Boost Target	Buy	$188.00 ➝ $205.00	+20.77%
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	Piper Sandler Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Set Target		$195.00	+11.69%
4/29/2026	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	Set Target		$245.00	+40.33%
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	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	$240.00 ➝ $215.00	+23.94%
4/29/2026	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	Reiterated Rating	Neutral	$180.00 ➝ $175.00	+0.88%
4/29/2026	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 ➝ $215.00	+23.94%
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.
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	BMO Capital Markets Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Lower Target	Outperform	$248.00 ➝ $240.00	+40.18%
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	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	Lower Target	Buy	$240.00 ➝ $230.00	+34.11%
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	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	Lower Target	Buy	$250.00 ➝ $225.00	+31.85%
4/29/2026	The Goldman Sachs Group Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Lower Target	Neutral	$226.00 ➝ $223.00	+30.68%
4/29/2026	Mizuho Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Lower Target	Outperform	$230.00 ➝ $220.00	+28.92%
4/29/2026	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	Lower Target	Buy	$210.00 ➝ $202.00	+18.37%
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%
4/29/2026	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	Lower Target	Outperform	$234.00 ➝ $215.00	+23.94%
4/27/2026	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	Lower Target	Buy	$272.00 ➝ $264.00	+47.42%
4/27/2026	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	$259.00 ➝ $260.00	+43.94%
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%
3/11/2026	Sanford C. Bernstein Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Richard Clarke Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Lower Target	Market Perform	$216.28 ➝ $187.92	+7.46%
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%
2/23/2026	Jefferies Financial Group Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Lower Target	Hold	$224.00 ➝ $180.00	+10.38%
2/20/2026	Susquehanna Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Shyam Patil Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Set Target		$260.00	+61.62%
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%
2/19/2026	Benchmark Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Daniel L. Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Lower Target	Buy	$256.00 ➝ $224.00	+31.15%
2/6/2026	Wedbush 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	Lower Target	Outperform	$240.00 ➝ $220.00	+23.78%
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
11/24/2025	Bank of America Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Justin Post Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Upgrade	Neutral ➝ Buy	$240.00	+25.84%
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%
10/29/2025	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		$232.40	+12.62%
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 Wednesday at 12:54 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 Sunday, May 31, 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 current stock price is around $170, which is significantly lower than its twelve month high, indicating potential for price appreciation.
Booking Holdings Inc. reported a quarterly revenue increase of 16.2% compared to the same quarter last year, showcasing strong growth in its business operations.
The company has a positive net margin of 22.23%, indicating that it retains a good portion of its revenue as profit, which is a sign of operational efficiency.
Booking Holdings Inc. has a relatively low payout ratio of 22.11%, suggesting that it retains a significant portion of its earnings for reinvestment, which could fuel future growth.
Analysts expect the company to post an earnings per share (EPS) of 10.44 for the current fiscal year, indicating strong profitability expectations moving forward.

Booking
Bear Case

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

The company has a negative return on equity of 117.14%, which may raise concerns about its ability to generate returns for shareholders.
Insider selling has occurred, with over 59,000 shares sold recently, which could indicate a lack of confidence in the company's future performance among its executives.
Institutional investors hold a significant 92.42% of the company's stock, which may limit the influence of retail investors and could lead to volatility based on institutional trading decisions.
The stock's fifty day simple moving average is around $170.65, which is close to the current stock price, suggesting limited short-term upward momentum.
Despite recent revenue growth, the competitive landscape in the online travel industry remains intense, which could impact future profitability and market share.

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 $227.14, with a high forecast of $298.00 and a low forecast of $175.00.

37 Wall Street analysts have issued "buy," "hold," and "sell" ratings for Booking in the last twelve months. There are currently 8 hold ratings, 28 buy ratings and 1 strong buy rating 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 37.01% based on their 12-month stock forecasts.

Over the previous 90 days, Booking's stock had 2 downgrades and 1 upgrade by analysts.

Booking has been rated by research analysts at Argus, B. Riley Financial, Barclays, BMO Capital Markets, BTIG Research, Cantor Fitzgerald, Citigroup, DA Davidson, Deutsche Bank Aktiengesellschaft, Evercore, Gordon Haskett, HSBC, JPMorgan Chase & Co., Mizuho, Oppenheimer, Piper Sandler, Robert W. Baird, Royal Bank Of Canada, Sanford C. Bernstein, TD Cowen, The Goldman Sachs Group, Tigress Financial, UBS Group, Weiss Ratings, and Wells Fargo & Company in the past 90 days.

Analysts like Booking more than other "retail/wholesale" companies. The consensus rating for Booking is Moderate Buy while the average consensus rating for "retail/wholesale" 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

This page (NASDAQ:BKNG) was last updated on 6/3/2026 by MarketBeat.com Staff.

From Our Partners

Get 30 Days of MarketBeat All Access for Free

Start Your 30-Day Trial

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