Booking (NASDAQ:BKNG) Receives Buy Rating from BTIG Research

BTIG Research reiterated their buy rating on shares of Booking (NASDAQ:BKNG) in a research note released on Friday,Benzinga reports. BTIG Research currently has a $6,250.00 price objective on the business services provider’s stock.

Several other brokerages have also recently issued reports on BKNG. Wall Street Zen upgraded shares of Booking from a “hold” rating to a “buy” rating in a research report on Sunday, January 4th. Sanford C. Bernstein decreased their price objective on Booking from $5,433.00 to $5,407.00 and set a “market perform” rating on the stock in a research report on Tuesday, January 6th. Wells Fargo & Company raised their price objective on Booking from $5,523.00 to $5,954.00 and gave the company an “equal weight” rating in a research note on Friday, January 9th. Barclays lifted their target price on Booking from $6,000.00 to $6,250.00 and gave the stock an “overweight” rating in a report on Wednesday, October 29th. Finally, Mizuho raised Booking from a “neutral” rating to an “outperform” rating and set a $6,000.00 target price on the stock in a research report on Wednesday, February 4th. Twenty-eight 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 has an average rating of “Moderate Buy” and an average price target of $6,171.56.

Booking Price Performance

Shares of BKNG opened at $4,140.60 on Friday. The stock has a market capitalization of $133.47 billion, a price-to-earnings ratio of 26.91, a price-to-earnings-growth ratio of 0.89 and a beta of 1.21. Booking has a 1 year low of $4,071.60 and a 1 year high of $5,839.41. The business’s 50 day simple moving average is $5,119.49 and its 200-day simple moving average is $5,231.69.

Insider Transactions at Booking

In related news, Director Vanessa Ames Wittman sold 15 shares of the firm’s stock in a transaction that occurred on Thursday, January 15th. The stock was sold at an average price of $5,191.15, for a total transaction of $77,867.25. Following the completion of the sale, the director directly owned 687 shares of the company’s stock, valued at approximately $3,566,320.05. This trade represents a 2.14% decrease in their position. The sale was disclosed in a legal filing with the Securities & Exchange Commission, which is accessible through the SEC website. Also, CEO Glenn D. Fogel sold 953 shares of the company’s stock in a transaction on Thursday, January 15th. The shares were sold at an average price of $5,181.34, for a total value of $4,937,817.02. Following the completion of the transaction, the chief executive officer directly owned 19,615 shares in the company, valued at $101,631,984.10. This trade represents a 4.63% decrease in their position. Additional details regarding this sale are available in the official SEC disclosure. Over the last three months, insiders have sold 3,124 shares of company stock worth $16,194,538. 0.16% of the stock is currently owned by company insiders.

Institutional Inflows and Outflows

Several institutional investors have recently added to or reduced their stakes in BKNG. Westside Investment Management Inc. increased its position in shares of Booking by 400.0% during the second quarter. Westside Investment Management Inc. now owns 5 shares of the business services provider’s stock worth $29,000 after acquiring an additional 4 shares during the period. Halbert Hargrove Global Advisors LLC grew its stake in Booking by 150.0% in the third 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 in the last quarter. Guerra Advisors Inc bought a new position in Booking in the third quarter worth approximately $27,000. KERR FINANCIAL PLANNING Corp purchased a new position in Booking during the 3rd quarter worth $26,000. Finally, Daytona Street Capital LLC bought a new stake in Booking during the 4th quarter valued at $27,000. Hedge funds and other institutional investors own 92.42% of the company’s stock.

More Booking News

Here are the key news stories impacting Booking this week:

• Positive Sentiment: BTIG reaffirmed a “buy” rating and set a $6,250 price target (~51% upside vs. current levels), a clear bullish catalyst for long-term upside expectations. BTIG Reaffirm Buy
• Positive Sentiment: Gordon Haskett upgraded BKNG to “Buy,” adding another institutional endorsement that could support demand if investors focus on recovery potential. Gordon Haskett Upgrade
• Neutral Sentiment: Zacks published analysis of analyst projections for key metrics ahead of Q4 results — useful context for earnings expectations but not an immediate market mover by itself. Zacks Q4 Metrics Preview
• Neutral Sentiment: KAYAK (part of Booking’s brands) released seasonal marketing data (Valentine’s destinations) — helpful for brand awareness and traveler trends but unlikely to move the stock materially on its own. KAYAK Valentine Data
• Neutral Sentiment: Reported short-interest figures in the wire appear to be erroneous/zero and show implausible NaN changes; treat short-interest “spike” headlines skeptically until corrected data is published. (Data feed items on Feb 11–12.)
• Negative Sentiment: Seeking Alpha highlighted a “challenging start to 2026” and suggested the market may be reacting to softer-than-expected fundamentals — a narrative that can pressure the stock near earnings. Seeking Alpha Q4 Take
• Negative Sentiment: Zacks noted BKNG “dipped more than the broader market” in the latest session, echoing intraday weakness likely tied to earnings concerns and technical selling. Zacks Price Dip Report

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.