Booking (NASDAQ:BKNG) Given New $6,000.00 Price Target at DA Davidson

Booking (NASDAQ:BKNG) had its price objective reduced by DA Davidson from $6,600.00 to $6,000.00 in a research report sent to investors on Thursday, MarketBeat reports. DA Davidson currently has a buy rating on the business services provider’s stock.

BKNG has been the topic of a number of other reports. B. Riley Financial increased their price target on Booking from $6,700.00 to $6,800.00 and gave the stock a “buy” rating in a report on Wednesday, October 29th. Wedbush cut their target price on shares of Booking from $6,000.00 to $5,500.00 and set an “outperform” rating on the stock in a research note on Friday, February 6th. Piper Sandler restated a “neutral” rating and issued a $5,000.00 price target (down from $5,750.00) on shares of Booking in a report on Thursday. The Goldman Sachs Group reaffirmed a “neutral” rating and issued a $5,920.00 price target on shares of Booking in a research note on Tuesday, January 27th. Finally, HSBC increased their price objective on shares of Booking from $7,447.00 to $7,656.00 and gave the stock a “buy” rating in a research report on Friday, January 9th. Twenty-eight analysts have rated the stock with a Buy rating and eight have assigned a Hold rating to the stock. According to data from MarketBeat.com, the company currently has an average rating of “Moderate Buy” and an average target price of $5,976.79.

Booking Trading Down 6.1%

Shares of BKNG opened at $4,007.45 on Thursday. The firm’s fifty day simple moving average is $5,032.06 and its two-hundred day simple moving average is $5,193.24. Booking has a 12 month low of $3,871.01 and a 12 month high of $5,839.41. The stock has a market capitalization of $129.16 billion, a P/E ratio of 24.12, a price-to-earnings-growth ratio of 0.92 and a beta of 1.21.

Booking’s stock is set 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 announced its quarterly earnings data on Wednesday, February 18th. The business services provider reported $48.80 earnings per share (EPS) for the quarter, beating analysts’ consensus estimates of $47.96 by $0.84. Booking had a negative return on equity of 127.57% and a net margin of 20.08%.The company had revenue of $6.35 billion for the quarter, compared to the consensus estimate of $6.12 billion. During the same period in the previous year, the business earned $41.55 EPS. The firm’s revenue was up 16.0% compared to the same quarter last year. As a group, research analysts predict that Booking will post 209.92 EPS for the current fiscal year.

Insider Buying and Selling

In other news, CEO Glenn D. Fogel sold 452 shares of the stock in a transaction that occurred on Tuesday, February 17th. The stock was sold at an average price of $4,149.75, for a total value of $1,875,687.00. Following the completion of the sale, the chief executive officer directly owned 18,543 shares of the company’s stock, valued at $76,948,814.25. This represents a 2.38% decrease in their ownership of the stock. The sale was disclosed in a document filed with the SEC, which is available through this hyperlink. Also, Director Robert J. Mylod, Jr. sold 40 shares of the firm’s stock in a transaction that occurred on Monday, February 2nd. The shares were sold at an average price of $5,105.36, for a total value of $204,214.40. Following the completion of the transaction, the director owned 840 shares in the company, valued at $4,288,502.40. This represents a 4.55% decrease in their position. Additional details regarding this sale are available in the official SEC disclosure. Insiders have sold 3,108 shares of company stock worth $15,287,682 in the last quarter. Insiders own 0.16% of the company’s stock.

Institutional Investors Weigh In On Booking

A number of institutional investors and hedge funds have recently bought and sold shares of BKNG. Westside Investment Management Inc. grew its stake in shares of Booking by 400.0% in the 2nd 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 in the last quarter. Halbert Hargrove Global Advisors LLC boosted its holdings in Booking by 150.0% during 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 during the last quarter. Guerra Advisors Inc purchased a new position in Booking during the third quarter worth about $27,000. KERR FINANCIAL PLANNING Corp bought a new stake in Booking in the 3rd quarter worth about $26,000. Finally, Daytona Street Capital LLC purchased a new stake in Booking in the 4th quarter valued at about $27,000. 92.42% of the stock is owned by hedge funds and other institutional investors.

Booking News Roundup

Here are the key news stories impacting Booking this week:

• Positive Sentiment: Q4 results beat consensus on revenue and showed healthy travel demand (room nights +9%, gross bookings +16%), supporting longer‑term growth expectations. Q4 earnings highlights
• Positive Sentiment: Management flagged generative AI projects aimed at personalization and conversion — a potential productivity/margin tailwind if execution scales. Generative AI article
• Positive Sentiment: Corporate action: company announced a 25‑for‑1 stock split (shares payable early April), which increases liquidity and retail accessibility — often supportive over time. MarketBeat: Split story
• Neutral Sentiment: Forward tone: management gave constructive revenue guidance for Q1 (~$5.4B–$5.5B) but EPS guidance/detail was unclear in early commentary — revenue outlook helps, but lack of clear EPS guidance leaves some uncertainty. Zacks: guidance coverage
• Neutral Sentiment: Documentation posted (earnings transcript, slide deck) for investors who want to dig into regional/unit economics and AI roadmap. Earnings transcript
• Negative Sentiment: Analyst reaction: multiple firms trimmed price targets and some ratings were downgraded or moved to neutral — the re‑ratings (Citigroup, Wells Fargo, KeyBanc, JPMorgan, Benchmark, DA Davidson) amplified selling despite targets still implying upside. Representative coverage of a Citi cut is here. TickerReport: Citigroup PT cut
• Negative Sentiment: AI disintermediation worries: investors fear Big Tech AI (e.g., Google’s travel/agentic features) could siphon bookings and increase marketing spend to retain visibility — a structural risk that prompted some to sell into the beat. MarketBeat: AI concerns
• Negative Sentiment: Insider selling: CEO filings show February share sales (disclosed Form 4s), which some investors view as a mild negative signal even though holdings remain large. 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.