Booking (NASDAQ:BKNG) Stock Price Expected to Rise, BMO Capital Markets Analyst Says

Booking (NASDAQ:BKNG) had its target price lifted by research analysts at BMO Capital Markets from $6,000.00 to $6,200.00 in a research note issued to investors on Thursday, MarketBeat Ratings reports. The firm currently has an “outperform” rating on the business services provider’s stock. BMO Capital Markets’ price target points to a potential upside of 45.20% from the stock’s previous close.

A number of other equities research analysts also recently issued reports on the stock. Mizuho upgraded shares of Booking from a “neutral” rating to an “outperform” rating and set a $6,000.00 target price for the company in a report on Wednesday, February 4th. B. Riley Financial lifted their price target on shares of Booking from $6,700.00 to $6,800.00 and gave the company a “buy” rating in a report on Wednesday, October 29th. DA Davidson upped their price objective on Booking from $6,500.00 to $6,600.00 and gave the stock a “buy” rating in a report on Wednesday, October 29th. Rothschild & Co Redburn increased their target price on Booking from $6,250.00 to $6,400.00 and gave the stock a “buy” rating in a research report on Thursday, October 30th. Finally, Wall Street Zen upgraded Booking from a “hold” rating to a “buy” rating in a report on Sunday, January 4th. Twenty-six analysts have rated the stock with a Buy rating and nine have issued a Hold rating to the company’s stock. According to MarketBeat.com, Booking currently has an average rating of “Moderate Buy” and an average target price of $6,135.63.

Booking Stock Up 3.1%

Booking stock opened at $4,269.99 on Thursday. Booking has a 52 week low of $4,020.54 and a 52 week high of $5,839.41. The firm has a market capitalization of $137.62 billion, a PE ratio of 27.75, a P/E/G ratio of 0.89 and a beta of 1.21. The firm’s 50-day simple moving average is $5,057.50 and its 200 day simple moving average is $5,201.54.

Shares of Booking are scheduled to split on the morning of Monday, April 6th. The 25-1 split was announced on Wednesday, February 18th. The newly created shares will be issued to shareholders after the market closes on Thursday, April 2nd.

Booking (NASDAQ:BKNG) last announced its quarterly earnings data on Wednesday, February 18th. The business services provider reported $48.80 earnings per share (EPS) for the quarter, beating the consensus estimate of $47.96 by $0.84. The business had revenue of $6.35 billion for the quarter, compared to the consensus estimate of $6.12 billion. Booking had a net margin of 19.37% and a negative return on equity of 134.86%. The company’s quarterly revenue was up 16.0% compared to the same quarter last year. During the same quarter in the prior year, the firm posted $41.55 earnings per share. On average, research analysts expect that Booking will post 209.92 EPS for the current fiscal year.

Insider Activity at Booking

In other Booking news, Director Vanessa Ames Wittman sold 15 shares of the business’s stock in a transaction on Thursday, January 15th. The shares were sold at an average price of $5,191.15, for a total value of $77,867.25. Following the transaction, the director owned 687 shares in the company, valued at $3,566,320.05. The trade was a 2.14% decrease in their position. The sale was disclosed in a filing with the SEC, which is available through the SEC website. Also, CEO Glenn D. Fogel sold 550 shares of the firm’s stock in a transaction dated Tuesday, February 17th. The shares were sold at an average price of $4,093.72, for a total value of $2,251,546.00. Following the sale, the chief executive officer owned 18,995 shares of the company’s stock, valued at $77,760,211.40. This represents a 2.81% decrease in their ownership of the stock. The disclosure for this sale is available in the SEC filing. In the last three months, insiders sold 3,108 shares of company stock valued at $15,287,682. Corporate insiders own 0.16% of the company’s stock.

Institutional Investors Weigh In On Booking

Several hedge funds and other institutional investors have recently bought and sold shares of BKNG. KERR FINANCIAL PLANNING Corp bought a new position in Booking during the 3rd quarter valued at $26,000. Halbert Hargrove Global Advisors LLC increased its position in shares of Booking by 150.0% in the 3rd quarter. Halbert Hargrove Global Advisors LLC now owns 5 shares of the business services provider’s stock worth $27,000 after purchasing an additional 3 shares during the last quarter. Guerra Advisors Inc acquired a new stake in shares of Booking in the 3rd quarter valued at about $27,000. Daytona Street Capital LLC bought a new position in shares of Booking during the fourth quarter worth about $27,000. Finally, Legacy Bridge LLC acquired a new position in Booking in the fourth quarter worth about $27,000. 92.42% of the stock is currently owned by hedge funds and other institutional investors.

Key Stories Impacting Booking

Here are the key news stories impacting Booking this week:

• Positive Sentiment: Q4 results: Revenue of $6.35B (+16% y/y) and EPS that topped consensus, driven by higher gross bookings and improving margins — a main driver behind the stock strength. Booking Holdings Inc (BKNG) Q4 2025 Earnings Call Highlights: Strong Growth Amid Strategic …
• Positive Sentiment: Travel demand reading: Room nights +9% and gross bookings +16% indicate sustained international travel recovery, supporting higher revenue and margin leverage. Booking Sales, Profit Rise as More Travelers Make Reservations
• Positive Sentiment: Management highlights generative AI initiatives helping personalization and conversion — a potential medium-term margin/productivity tailwind if adoption scales. Booking Holdings sees strong growth as it uses generative AI to its advantage
• Positive Sentiment: Corporate action: Company announced a 25-for-1 stock split (shares payable early April), which increases accessibility/liquidity and often supports positive sentiment among retail investors. Booking Holdings stock page
• Neutral Sentiment: Forward guide: Booking provided revenue guidance for Q1 roughly in the $5.4B–$5.5B range, above some Street estimates — revenue tone looks constructive though EPS guidance was unclear in initial commentary. Booking Holdings (BKNG) Q4 Earnings: How Key Metrics Compare to Wall Street Estimates
• Neutral Sentiment: Documentation: The earnings transcript, slide deck and presentations were posted — useful for investors digging into unit economics, regional trends and product commentary. Booking Holdings Inc. (BKNG) Q4 2025 Earnings Call Transcript
• Negative Sentiment: Insider selling: CEO Glenn Fogel reported multiple share sales in February (totaling several hundred shares across filings), which some investors view as a mild negative signal despite large remaining holdings. SEC Form 4 (insider transaction)

Booking Company Profile

Booking Holdings Inc is a global online travel company that operates a portfolio of consumer brands and technology platforms that facilitate the search for and booking of travel services. The company’s businesses focus on accommodations, transportation and related travel services through consumer-facing websites and apps as well as partner distribution channels. Booking Holdings was originally founded as Priceline in the late 1990s and adopted the Booking Holdings name in 2018; it is headquartered in Norwalk, Connecticut.

Its core offerings include online reservations for hotels, vacation rentals and other lodging; flight and car rental search and booking; and ancillary services that support travel planning and on-property experiences.