BMO Capital Markets Forecasts Strong Price Appreciation for Booking (NASDAQ:BKNG) Stock

Booking (NASDAQ:BKNG) had its target price upped by stock analysts at BMO Capital Markets from $6,000.00 to $6,200.00 in a research report issued to clients and investors on Thursday, MarketBeat Ratings reports. The firm presently has an “outperform” rating on the business services provider’s stock. BMO Capital Markets’ price target would indicate a potential upside of 45.20% from the stock’s current price.

A number of other research analysts also recently commented on the company. Wall Street Zen raised Booking from a “hold” rating to a “buy” rating in a research report on Sunday, January 4th. Gordon Haskett upgraded shares of Booking from a “hold” rating to a “buy” rating and set a $5,440.00 price target for the company in a research report on Tuesday, February 10th. Seaport Research Partners increased their price objective on shares of Booking from $6,030.00 to $6,260.00 and gave the stock a “buy” rating in a report on Wednesday, October 29th. KeyCorp reduced their target price on shares of Booking from $6,630.00 to $6,500.00 and set an “overweight” rating for the company in a research note on Wednesday, February 4th. Finally, Rothschild & Co Redburn upped their target price on shares of Booking from $6,250.00 to $6,400.00 and gave the stock a “buy” rating in a research report on Thursday, October 30th. Twenty-six research analysts have rated the stock with a Buy rating and nine have assigned a Hold rating to the company. Based on data from MarketBeat, the company presently has a consensus rating of “Moderate Buy” and an average price target of $6,135.63.

Booking Price Performance

BKNG stock opened at $4,269.99 on Thursday. The firm has a fifty day moving average price of $5,057.50 and a two-hundred day moving average price of $5,201.54. Booking has a 1-year low of $4,020.54 and a 1-year high of $5,839.41. The firm has a market cap of $137.62 billion, a price-to-earnings ratio of 27.75, a PEG ratio of 0.89 and a beta of 1.21.

Booking’s stock is 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 distributed to shareholders after the closing bell on Thursday, April 2nd.

Booking (NASDAQ:BKNG) last issued its earnings results on Wednesday, February 18th. The business services provider reported $48.80 earnings per share (EPS) for the quarter, topping analysts’ consensus estimates of $47.96 by $0.84. The firm had revenue of $6.35 billion for the quarter, compared to analysts’ expectations of $6.12 billion. Booking had a net margin of 19.37% and a negative return on equity of 134.86%. Booking’s revenue was up 16.0% on a year-over-year basis. During the same quarter last year, the company posted $41.55 earnings per share. As a group, analysts expect that Booking will post 209.92 EPS for the current fiscal year.

Insiders Place Their Bets

In other Booking news, Director Robert J. Mylod, Jr. sold 40 shares of the stock in a transaction on Monday, February 2nd. The stock was sold at an average price of $5,105.36, for a total transaction of $204,214.40. Following the completion of the transaction, the director directly owned 840 shares of the company’s stock, valued at approximately $4,288,502.40. This trade represents a 4.55% decrease in their position. The sale was disclosed in a document filed with the SEC, which can be accessed through this hyperlink. Also, CEO Glenn D. Fogel sold 550 shares of the business’s stock in a transaction on Tuesday, February 17th. The stock was sold at an average price of $4,093.72, for a total value of $2,251,546.00. Following the completion of the sale, the chief executive officer directly owned 18,995 shares in the company, valued at $77,760,211.40. This represents a 2.81% decrease in their position. The disclosure for this sale is available in the SEC filing. Insiders sold 3,108 shares of company stock worth $15,287,682 over the last ninety days. Company insiders own 0.16% of the company’s stock.

Institutional Investors Weigh In On Booking

Institutional investors and hedge funds have recently bought and sold shares of the business. KERR FINANCIAL PLANNING Corp acquired a new stake in Booking during the third quarter valued at approximately $26,000. Halbert Hargrove Global Advisors LLC increased its holdings in shares of Booking by 150.0% in the third quarter. Halbert Hargrove Global Advisors LLC now owns 5 shares of the business services provider’s stock valued at $27,000 after buying an additional 3 shares in the last quarter. Guerra Advisors Inc bought a new position in shares of Booking in the third quarter valued at $27,000. Daytona Street Capital LLC acquired a new stake in shares of Booking during the 4th quarter valued at $27,000. Finally, Legacy Bridge LLC bought a new stake in shares of Booking during the 4th quarter worth $27,000. 92.42% of the stock is owned by institutional investors and hedge funds.

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.