Booking’s (BKNG) Buy Rating Reiterated at BTIG Research

BTIG Research reissued their buy rating on shares of Booking (NASDAQ:BKNG) in a research note published on Tuesday morning,Benzinga reports. The firm currently has a $6,250.00 target price on the business services provider’s stock.

BKNG has been the subject of several other reports. Robert W. Baird set a $5,850.00 target price on shares of Booking in a report on Thursday, February 19th. Citizens Jmp restated a “market perform” rating on shares of Booking in a research report on Wednesday, February 4th. Wedbush cut their price target on Booking from $6,000.00 to $5,500.00 and set an “outperform” rating for the company in a research note on Friday, February 6th. KeyCorp dropped their price objective on Booking from $6,500.00 to $5,935.00 and set an “overweight” rating on the stock in a report on Thursday, February 19th. Finally, TD Cowen reaffirmed a “buy” rating on shares of Booking in a research note on Thursday, February 19th. Twenty-nine equities research analysts have rated the stock with a Buy rating and seven have issued a Hold rating to the company. According to MarketBeat.com, the stock presently has an average rating of “Moderate Buy” and an average target price of $5,867.09.

Booking Price Performance

Shares of BKNG opened at $4,613.28 on Tuesday. Booking has a 1-year low of $3,765.45 and a 1-year high of $5,839.41. The firm has a market capitalization of $146.10 billion, a PE ratio of 27.77, a price-to-earnings-growth ratio of 0.95 and a beta of 1.21. The company’s fifty day moving average price is $4,789.92 and its 200-day moving average price is $5,105.39.

Booking shares are going to split before the market opens on 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 posted its quarterly earnings results on Wednesday, February 18th. The business services provider reported $48.80 earnings per share (EPS) for the quarter, topping analysts’ consensus estimates of $47.96 by $0.84. The company had revenue of $6.35 billion during the quarter, compared to analyst estimates of $6.12 billion. Booking had a net margin of 20.08% and a negative return on equity of 128.99%. Booking’s revenue for the quarter was up 16.0% compared to the same quarter last year. During the same period last year, the firm posted $41.55 EPS. As a group, research analysts anticipate that Booking will post 209.92 EPS for the current fiscal year.

Booking Increases Dividend

The business also recently declared a quarterly dividend, which will be paid on Tuesday, March 31st. Stockholders of record on Friday, March 6th will be issued a dividend of $10.50 per share. The ex-dividend date is Friday, March 6th. This represents a $42.00 annualized dividend and a dividend yield of 0.9%. This is a boost from Booking’s previous quarterly dividend of $9.60. Booking’s payout ratio is presently 23.11%.

Insider Activity

In related news, Director Vanessa Ames Wittman sold 15 shares of the company’s stock in a transaction dated Monday, December 15th. The shares were sold at an average price of $5,362.00, for a total value of $80,430.00. Following the completion of the sale, the director owned 702 shares of the company’s stock, valued at approximately $3,764,124. This represents a 2.09% decrease in their ownership of the stock. The sale was disclosed in a document filed with the SEC, which can be accessed through this link. Also, Director Robert J. Mylod, Jr. sold 40 shares of Booking 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 transaction, the director directly owned 840 shares in the company, valued at $4,288,502.40. This trade represents a 4.55% decrease in their ownership of the stock. The SEC filing for this sale provides additional information. In the last quarter, insiders have sold 3,108 shares of company stock valued at $15,287,682. 0.16% of the stock is currently owned by insiders.

Institutional Inflows and Outflows

Several hedge funds have recently added to or reduced their stakes in BKNG. Taylor Securities Services Inc. purchased a new stake in Booking in the fourth quarter valued at $214,000. Pure Financial Advisors LLC increased its position in shares of Booking by 7.6% during the 4th quarter. Pure Financial Advisors LLC now owns 183 shares of the business services provider’s stock worth $982,000 after purchasing an additional 13 shares during the last quarter. OCONNOR A Distinct Business Unit of UBS ASSET MANAGEMENT AMERICAS LLC purchased a new stake in Booking in the 4th quarter valued at about $4,284,000. SHP Wealth Management acquired a new position in Booking in the fourth quarter valued at about $105,000. Finally, Tulsa Wealth Advisors INC purchased a new position in Booking during the fourth quarter worth about $305,000. 92.42% of the stock is currently owned by hedge funds and other institutional investors.

Booking News Summary

Here are the key news stories impacting Booking this week:

• Positive Sentiment: Board-approved 25-for-1 stock split and higher dividend: Booking’s board approved a 25-for-1 forward split (effected April 2, 2026) and declared a higher quarterly cash dividend of $10.50 per share (record date March 6, payable March 31). These actions can lift demand and retail participation even though they don’t change fundamentals. Booking Holdings jumps as stock-split and shareholder-return headlines keep buyers engaged
• Positive Sentiment: Upgraded/affirmed analyst views and lofty price targets: BTIG reaffirmed a Buy and set a $6,250 target; the analyst landscape shows multiple buy/outperform calls and a median ~$6,000 target—supportive for sentiment and buyers. BTIG Buy rating / price target coverage
• Positive Sentiment: Positive narrative on AI and travel-tailwinds: Coverage argues Booking is well-positioned to benefit from AI-driven product improvements and long-term travel demand, which can underpin investor enthusiasm for growth/margin upside. Booking Holdings Inc. (BKNG) Poised to Thrive in an AI-Driven Travel Market
• Neutral Sentiment: Conference presentation available: Booking’s Morgan Stanley TMT conference transcript was posted (informational for analysts and investors but not an immediate catalyst). BKNG Presents at Morgan Stanley TMT Conference — Transcript
• Neutral Sentiment: Short-interest data shows anomalous/zero values: Recent short-interest entries show 0 shares / NaN changes and a 0.0 days-to-cover metric — appears to be data/noise rather than a meaningful short-squeeze signal. (Monitor for clearer filings.)
• Negative Sentiment: Heavy insider selling flagged: Recent data summarizes extensive insider sales (multiple executives sold shares over the past six months). Persistent insider selling can be a headwind for sentiment even as company-level returns are being increased. Quiver Quant — insider trading and institutional flows

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.