JPMorgan Chase & Co. Cuts Booking (NASDAQ:BKNG) Price Target to $5,600.00

Booking (NASDAQ:BKNG) had its price target reduced by JPMorgan Chase & Co. from $6,250.00 to $5,600.00 in a research note released on Thursday,MarketScreener reports. They currently have an overweight rating on the business services provider’s stock.

Several other research firms have also weighed in on BKNG. Benchmark lifted their target price on shares of Booking from $6,200.00 to $6,400.00 and gave the company a “buy” rating in a report on Wednesday, October 29th. KeyCorp reduced their price objective on shares of Booking from $6,630.00 to $6,500.00 and set an “overweight” rating for the company in a research report on Wednesday, February 4th. The Goldman Sachs Group reiterated a “neutral” rating and set a $5,920.00 price target on shares of Booking in a research report on Tuesday, January 27th. HSBC reissued a “buy” rating and issued a $7,746.00 target price on shares of Booking in a research note on Thursday. Finally, Cantor Fitzgerald reissued a “neutral” rating and set a $4,495.00 price objective (down previously from $5,830.00) on shares of Booking in a research note on Thursday. Twenty-eight investment analysts have rated the stock with a Buy rating and eight have given a Hold rating to the stock. According to data from MarketBeat, the company currently has a consensus rating of “Moderate Buy” and an average target price of $5,971.64.

Booking Stock Performance

Shares of BKNG stock opened at $4,076.79 on Thursday. Booking has a fifty-two week low of $3,871.01 and a fifty-two week high of $5,839.41. The stock’s 50-day simple moving average is $5,007.56 and its 200-day simple moving average is $5,181.61. The firm has a market capitalization of $129.11 billion, a PE ratio of 24.54, a P/E/G ratio of 0.88 and a beta of 1.21.

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 minted 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 EPS for the quarter, beating the consensus estimate of $47.96 by $0.84. The business had revenue of $6.35 billion during the quarter, compared to analysts’ expectations of $6.12 billion. Booking had a net margin of 20.08% and a negative return on equity of 128.99%. The business’s quarterly revenue was up 16.0% compared to the same quarter last year. During the same period in the previous year, the business posted $41.55 EPS. Sell-side analysts forecast that Booking will post 209.92 earnings per share for the current year.

Insider Transactions at Booking

In related news, Director Robert J. Mylod, Jr. sold 40 shares of the firm’s stock in a transaction dated Monday, February 2nd. The stock was sold at an average price of $5,105.36, for a total transaction of $204,214.40. Following the completion of the sale, the director directly owned 840 shares of the company’s stock, valued at approximately $4,288,502.40. This trade represents a 4.55% 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, CEO Glenn D. Fogel sold 953 shares of the company’s stock in a transaction dated Thursday, January 15th. The shares were sold at an average price of $5,181.34, for a total transaction 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. The trade was a 4.63% decrease in their position. The SEC filing for this sale provides additional information. In the last ninety days, insiders sold 3,108 shares of company stock worth $15,287,682. 0.16% of the stock is currently owned by company insiders.

Institutional Trading of Booking

Institutional investors have recently added to or reduced their stakes in the stock. Cambient Family Office LLC acquired a new stake in shares of Booking in the fourth quarter valued at $311,000. Atmos Capital Gestao DE Recursos LTDA. acquired a new position in Booking during the 4th quarter worth about $11,653,000. Wick Capital Partners LLC purchased a new position in Booking during the 4th quarter valued at about $55,149,000. Mcguire Capital Advisors Inc. purchased a new position in Booking during the 4th quarter valued at about $27,000. Finally, Van Diest Capital LLC acquired a new position in Booking in the 4th quarter valued at about $1,154,000. Institutional investors and hedge funds own 92.42% of the company’s stock.

Booking News Roundup

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.

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.