Booking Holdings Inc. $BKNG Shares Bought by Assetmark Inc.

Assetmark Inc. lifted its holdings in shares of Booking Holdings Inc. (NASDAQ:BKNG) by 36.0% in the 3rd quarter, according to the company in its most recent 13F filing with the Securities and Exchange Commission (SEC). The firm owned 13,699 shares of the business services provider’s stock after buying an additional 3,627 shares during the quarter. Assetmark Inc.’s holdings in Booking were worth $73,964,000 as of its most recent SEC filing.

A number of other institutional investors have also recently added to or reduced their stakes in the stock. Halbert Hargrove Global Advisors LLC lifted 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 valued at $27,000 after purchasing an additional 3 shares in the last quarter. Guerra Advisors Inc acquired a new position in shares of Booking during the 3rd quarter worth about $27,000. Westside Investment Management Inc. raised its position in shares of Booking by 400.0% during the 2nd quarter. Westside Investment Management Inc. now owns 5 shares of the business services provider’s stock worth $29,000 after purchasing an additional 4 shares during the last quarter. Davis Capital Management purchased a new position in Booking in the 3rd quarter valued at about $32,000. Finally, Oakworth Capital Inc. boosted its holdings in Booking by 50.0% in the 3rd quarter. Oakworth Capital Inc. now owns 6 shares of the business services provider’s stock worth $32,000 after buying an additional 2 shares during the last quarter. Institutional investors and hedge funds own 92.42% of the company’s stock.

Key Stories Impacting Booking

Here are the key news stories impacting Booking this week:

• Positive Sentiment: Gordon Haskett upgraded BKNG to a “Buy,” providing a near-term catalyst that could support the stock if earnings meet expectations. Gordon Haskett Upgrades Booking
• Positive Sentiment: Analysts and previews suggest Booking may report earnings growth and has metrics consistent with a potential beat, which can be supportive if the company delivers. Booking Holdings (BKNG) Earnings Expected to Grow
• Positive Sentiment: Deep-dive analyst-projection pieces highlight specific key metrics investors will watch in the Q4 release — guidance here could quickly shift the stock. What Analyst Projections for Key Metrics Reveal
• Neutral Sentiment: Booking.com named official travel partner of the Route 66 Centennial — a marketing/brand positive but unlikely to move near-term fundamentals materially. Booking.com Named Official Travel Partner
• Neutral Sentiment: KAYAK consumer data (Valentine’s travel picks) is positive for brand engagement but is largely PR-driven and not a near-term earnings driver. KAYAK Valentine’s Destination Study
• Neutral Sentiment: Calendar note: BKNG is projected to report earnings imminently, keeping the stock sensitive to any surprise in results or guidance. Booking Projected to Post Earnings
• Neutral Sentiment: Short-interest feeds show reported increases in February, but the published figures appear inconsistent (zero-share totals), so treat those data as unreliable until confirmed by official exchange reports.
• Negative Sentiment: A Seeking Alpha piece highlights a “challenging start to 2026” for Booking and argues recent weakness may reflect real near-term pressure on demand and margins; negative narratives like this can amplify selling ahead of earnings. Booking Holdings Q4 Earnings: Challenging Start
• Negative Sentiment: Market commentary notes BKNG underperformed the broader market today, attributing the drop to a combination of profit-taking after a strong run, cautious forward guidance risk, and the pre-earnings positioning of investors. Why Booking Holdings Dipped More Than Market

Booking Stock Performance

BKNG stock opened at $4,159.10 on Friday. Booking Holdings Inc. has a one year low of $4,096.23 and a one year high of $5,839.41. The firm has a market cap of $134.05 billion, a PE ratio of 27.03, a PEG ratio of 0.93 and a beta of 1.21. The firm’s 50 day moving average price is $5,140.62 and its 200-day moving average price is $5,242.37.

Insider Buying and Selling at Booking

In related news, 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 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 document filed with the Securities & Exchange Commission, which can be accessed through this hyperlink. Also, Director Robert J. Mylod, Jr. sold 40 shares of the company’s stock in a transaction dated Monday, February 2nd. The shares were 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 in the company, valued at $4,288,502.40. The trade was a 4.55% decrease in their position. The SEC filing for this sale provides additional information. Insiders have sold 3,124 shares of company stock worth $16,194,538 over the last quarter. 0.16% of the stock is currently owned by company insiders.

Analyst Upgrades and Downgrades

A number of equities analysts have commented on BKNG shares. Mizuho raised Booking from a “neutral” rating to an “outperform” rating and set a $6,000.00 target price for the company in a report on Wednesday, February 4th. Truist Financial set a $5,810.00 price target on Booking in a research report on Wednesday, October 29th. UBS Group reduced their price objective on Booking from $6,806.00 to $6,608.00 and set a “buy” rating for the company in a research note on Tuesday, February 3rd. Benchmark lifted their target price on shares of Booking from $6,200.00 to $6,400.00 and gave the stock a “buy” rating in a research note on Wednesday, October 29th. Finally, Cantor Fitzgerald upped their target price on shares of Booking from $5,550.00 to $5,830.00 and gave the stock a “neutral” rating in a report on Thursday, January 8th. Twenty-eight investment analysts have rated the stock with a Buy rating and nine have given a Hold rating to the company. According to data from MarketBeat.com, Booking currently has an average rating of “Moderate Buy” and an average target price of $6,171.56.

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.