Argus Issues Pessimistic Forecast for Booking (NASDAQ:BKNG) Stock Price

Booking (NASDAQ:BKNG) had its target price cut by investment analysts at Argus from $6,400.00 to $4,700.00 in a report released on Monday,MarketScreener reports. The brokerage currently has a “buy” rating on the business services provider’s stock. Argus’ price target would suggest a potential upside of 16.97% from the stock’s previous close.

A number of other analysts also recently issued reports on BKNG. B. Riley Financial raised their price objective on Booking from $6,700.00 to $6,800.00 and gave the stock a “buy” rating in a research report on Wednesday, October 29th. Susquehanna set a $6,500.00 price target on Booking in a research note on Friday. Bank of America upgraded shares of Booking from a “neutral” rating to a “buy” rating and set a $6,000.00 price objective for the company in a research report on Monday, November 24th. Oppenheimer set a $6,000.00 price objective on Booking and gave the company an “outperform” rating in a research note on Thursday. Finally, Citizens Jmp reaffirmed a “market perform” rating on shares of Booking in a research note on Wednesday, February 4th. Twenty-eight equities research analysts have rated the stock with a Buy rating and eight have issued a Hold rating to the company’s stock. According to data from MarketBeat.com, the company presently has a consensus rating of “Moderate Buy” and an average price target of $5,886.79.

Booking Price Performance

Shares of Booking stock opened at $4,018.07 on Monday. The stock has a market cap of $127.25 billion, a P/E ratio of 24.36, a P/E/G ratio of 0.91 and a beta of 1.21. The stock’s 50 day simple moving average is $5,007.56 and its 200-day simple moving average is $5,179.11. Booking has a 1-year low of $3,871.01 and a 1-year high of $5,839.41.

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

Booking (NASDAQ:BKNG) last released its quarterly earnings data on Wednesday, February 18th. The business services provider reported $48.80 EPS for the quarter, beating 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 negative return on equity of 128.99% and a net margin of 20.08%.The firm’s quarterly revenue was up 16.0% on a year-over-year basis. During the same period in the prior year, the firm posted $41.55 earnings per share. As a group, research analysts expect that Booking will post 209.92 EPS for the current fiscal year.

Insider Buying and Selling

In other news, Director Vanessa Ames Wittman sold 15 shares of the firm’s stock in a transaction dated Monday, December 15th. The stock was sold at an average price of $5,362.00, for a total value of $80,430.00. Following the transaction, the director directly owned 702 shares in the company, valued at $3,764,124. This trade represents a 2.09% decrease in their position. The transaction 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 Booking stock in a transaction dated 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 directly owned 840 shares in the company, valued at $4,288,502.40. This represents a 4.55% decrease in their ownership of the stock. The disclosure for this sale is available in the SEC filing. In the last ninety days, insiders have sold 3,108 shares of company stock valued at $15,287,682. 0.16% of the stock is currently owned by company insiders.

Institutional Inflows and Outflows

Several hedge funds have recently bought and sold shares of BKNG. KERR FINANCIAL PLANNING Corp acquired a new stake in shares of Booking in the third quarter worth $26,000. Halbert Hargrove Global Advisors LLC boosted its position in 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 purchasing an additional 3 shares during the period. Guerra Advisors Inc acquired a new stake in Booking in the 3rd quarter valued at $27,000. Daytona Street Capital LLC purchased a new position in Booking in the fourth quarter valued at about $27,000. Finally, Legacy Bridge LLC purchased a new stake in shares of Booking in the fourth quarter worth about $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: Erste Group raised its FY2026 EPS estimates for Booking, which supports higher forward earnings expectations and underpins buy-side interest. Read More.
• Positive Sentiment: Gordon Haskett upgraded BKNG to Buy with a $5,440 price target, arguing investor concern around AI competition is overblown — a bullish take that can help sustain demand for the shares. Read More.
• Positive Sentiment: At least one research note raised Booking’s price target to $6,200, reflecting pockets of continued confidence among some Wall Street analysts. Read More.
• Neutral Sentiment: A broader thematic note flags a shift in the story: analysts trimmed a fair-value estimate modestly (from ~$6,209 to ~$5,874) after balancing strong Q4 execution against questions on margins and AI spending — a mixed read that explains both buys and trims across the street. Read More.
• Negative Sentiment: Multiple firms cut price targets (or trimmed expectations): BNP Paribas Exane and DA Davidson to $6,000, Citigroup to $6,250, JPMorgan to $5,600, KeyCorp to $5,935, Benchmark to $5,600, and Wells Fargo to $5,456 — these downgrades reflect caution on margins, AI spending, and sector multiples and likely pressured the stock earlier in the session. Read More. Read More. Read More. Read More. Read More. Read More. Read More.

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.