JPMorgan Chase & Co. Lowers Booking (NASDAQ:BKNG) Price Target to $5,600.00

Booking (NASDAQ:BKNG) had its target price dropped by stock analysts at JPMorgan Chase & Co. from $6,250.00 to $5,600.00 in a research note issued on Thursday,MarketScreener reports. The firm presently has an “overweight” rating on the business services provider’s stock. JPMorgan Chase & Co.‘s price target suggests a potential upside of 31.15% from the company’s previous close.

A number of other brokerages have also issued reports on BKNG. Argus raised their target price on shares of Booking from $6,000.00 to $6,400.00 and gave the stock a “buy” rating in a research report on Tuesday, January 6th. Barclays set a $5,500.00 target price on Booking in a research note on Thursday. Weiss Ratings reiterated a “buy (b)” rating on shares of Booking in a research note on Monday, December 29th. HSBC restated a “buy” rating on shares of Booking in a research note on Thursday. Finally, Wall Street Zen raised Booking from a “hold” rating to a “buy” rating in a research 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. According to data from MarketBeat.com, the company has a consensus rating of “Moderate Buy” and a consensus price target of $6,011.12.

Booking Stock Performance

BKNG opened at $4,269.99 on Thursday. The business’s 50-day simple moving average is $5,057.50 and its 200-day simple moving average is $5,201.54. Booking has a one year low of $4,020.54 and a one year high of $5,839.41. The stock has a market capitalization of $137.62 billion, a P/E ratio of 27.75, a price-to-earnings-growth ratio of 0.89 and a beta of 1.21.

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 distributed to shareholders after the closing bell on Thursday, April 2nd.

Booking (NASDAQ:BKNG) last released its quarterly 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 analyst estimates of $6.12 billion. Booking had a negative return on equity of 134.86% and a net margin of 19.37%.The business’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. On average, equities research analysts forecast that Booking will post 209.92 EPS for the current fiscal year.

Insider Activity

In related news, CEO Glenn D. Fogel sold 550 shares of the company’s stock in a transaction on Tuesday, February 17th. The stock was sold at an average price of $4,093.72, for a total transaction of $2,251,546.00. Following the transaction, the chief executive officer directly owned 18,995 shares of the company’s stock, valued at approximately $77,760,211.40. The trade was a 2.81% decrease in their ownership of the stock. The transaction was disclosed in a filing with the Securities & Exchange Commission, which is accessible through the SEC website. Also, Director Vanessa Ames Wittman sold 15 shares of the firm’s stock in a transaction dated Thursday, January 15th. The stock was sold at an average price of $5,191.15, for a total value of $77,867.25. Following the sale, the director owned 687 shares of the company’s stock, valued at $3,566,320.05. The trade was a 2.14% decrease in their ownership of the stock. The disclosure for this sale is available in the SEC filing. Insiders have sold 3,108 shares of company stock worth $15,287,682 over the last 90 days. 0.16% of the stock is owned by company insiders.

Institutional Trading of Booking

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

More Booking News

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)

About Booking

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.