Booking (NASDAQ:BKNG) Sets New 52-Week Low Following Insider Selling

Booking Holdings Inc. (NASDAQ:BKNG) hit a new 52-week low during trading on Thursday after an insider sold shares in the company. The stock traded as low as $3,887.44 and last traded at $3,911.2440, with a volume of 88507 shares. The stock had previously closed at $4,269.99.

Specifically, CEO Glenn D. Fogel sold 550 shares of Booking stock in a transaction dated 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 completion of the transaction, the chief executive officer owned 18,995 shares in the company, valued at approximately $77,760,211.40. The trade was a 2.81% decrease in their position. The transaction was disclosed in a document filed with the Securities & Exchange Commission, which is accessible through the SEC website. Also, CEO Glenn D. Fogel sold 10 shares of the stock in a transaction that occurred on Tuesday, February 10th. The stock was sold at an average price of $4,043.49, for a total value of $40,434.90. Following the completion of the sale, the chief executive officer directly owned 19,535 shares of the company’s stock, valued at approximately $78,989,577.15. This trade represents a 0.05% decrease in their ownership of the stock. The SEC filing for this sale provides additional information. In other news, CEO Glenn D. Fogel sold 452 shares of the firm’s 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 transaction, the chief executive officer owned 18,543 shares in the company, valued at $76,948,814.25. This trade represents a 2.38% decrease in their ownership of the stock. The transaction was disclosed in a document filed with the Securities & Exchange Commission, which is available through this hyperlink.

Analysts Set New Price Targets

A number of analysts recently commented on the company. TD Cowen reiterated a “buy” rating on shares of Booking in a report on Thursday. HSBC reaffirmed a “buy” rating and set a $7,746.00 target price on shares of Booking in a research report on Thursday. Mizuho raised shares of Booking from a “neutral” rating to an “outperform” rating and set a $6,000.00 price target on the stock in a report on Wednesday, February 4th. Robert W. Baird set a $5,850.00 price target on shares of Booking in a research report on Thursday. Finally, Weiss Ratings restated a “buy (b)” rating on shares of Booking in a report on Monday, December 29th. Twenty-eight investment analysts have rated the stock with a Buy rating and eight have assigned a Hold rating to the company’s stock. According to MarketBeat, the company has an average rating of “Moderate Buy” and an average target price of $5,971.64.

More Booking News

Here are the key news stories impacting Booking this week:

• Positive Sentiment: Q4 beat: BKNG reported Q4 revenue of $6.35B (+16% y/y) and EPS of $48.80, with room nights +9% and gross bookings +16% — strong operating metrics that underpin the stock’s upside. Q4 earnings highlights
• Positive Sentiment: 25-for-1 stock split: management announced a 25-to-1 split effective early April, which increases retail accessibility/liquidity and often supports demand from individual investors. MarketBeat BKNG page (split)
• Positive Sentiment: AI as a productivity lever: management highlighted generative-AI initiatives to improve personalization and conversion, which could be a medium-term margin tailwind if execution scales. Generative AI coverage
• Neutral Sentiment: Forward tone: company gave constructive revenue growth guidance for the quarter (revenue growth range above some Street estimates), though currency-adjusted growth and margin cadence bear watching. Guidance & metrics comparison
• Neutral Sentiment: Documentation released: earnings transcript, slide deck and call replay are available for investors who want to dig into unit economics and regional trends. Earnings call transcript
• Negative Sentiment: Analyst price-target cuts: multiple firms trimmed targets (examples include Susquehanna, JPMorgan, Wells Fargo and others), which pressured sentiment and contributed to recent near-term weakness. Benzinga: price-target cuts / 52-week low
• Negative Sentiment: AI disintermediation fears & insider selling: investors remain concerned that big‑tech AI agents could bypass OTAs and that higher marketing spend may compress near-term margins; CEO share sales in February add a modest negative optics element. Deep dive on AI/marketing impact Read More.

Booking Trading Up 1.7%

The stock has a fifty day simple moving average of $5,007.56 and a two-hundred day simple moving average of $5,183.53. The firm has a market cap of $129.11 billion, a PE ratio of 24.54, a price-to-earnings-growth ratio of 0.86 and a beta of 1.21.

Booking shares are going to split 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 posted its quarterly earnings data on Wednesday, February 18th. The business services provider reported $48.80 earnings per share (EPS) for the quarter, beating the consensus estimate of $47.96 by $0.84. Booking had a negative return on equity of 128.99% and a net margin of 20.08%.The company had revenue of $6.35 billion during the quarter, compared to analyst estimates of $6.12 billion. During the same quarter last year, the company earned $41.55 earnings per share. The firm’s quarterly revenue was up 16.0% on a year-over-year basis. As a group, sell-side analysts predict that Booking Holdings Inc. will post 209.92 earnings per share for the current fiscal year.

Hedge Funds Weigh In On Booking

A number of hedge funds and other institutional investors have recently bought and sold shares of the stock. UNIVEST FINANCIAL Corp lifted its holdings in shares of Booking by 4.5% in the 2nd quarter. UNIVEST FINANCIAL Corp now owns 46 shares of the business services provider’s stock worth $267,000 after acquiring an additional 2 shares during the last quarter. Haven Private LLC raised its position in Booking by 3.0% in the 2nd quarter. Haven Private LLC now owns 68 shares of the business services provider’s stock worth $394,000 after purchasing an additional 2 shares during the period. Premier Path Wealth Partners LLC lifted its stake in Booking by 1.0% in the second quarter. Premier Path Wealth Partners LLC now owns 207 shares of the business services provider’s stock worth $1,200,000 after purchasing an additional 2 shares during the last quarter. Horizon Investment Services LLC lifted its stake in Booking by 0.3% in the second quarter. Horizon Investment Services LLC now owns 605 shares of the business services provider’s stock worth $3,503,000 after purchasing an additional 2 shares during the last quarter. Finally, Summitry LLC boosted its position in Booking by 2.5% during the second quarter. Summitry LLC now owns 81 shares of the business services provider’s stock valued at $469,000 after buying an additional 2 shares during the period. Hedge funds and other institutional investors own 92.42% of the company’s stock.

Booking Company Profile

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.