Booking (NASDAQ:BKNG) Director Sells $77,867.25 in Stock

Booking Holdings Inc. (NASDAQ:BKNG) Director Vanessa Ames Wittman sold 15 shares of Booking stock in a transaction dated Thursday, January 15th. The stock was sold at an average price of $5,191.15, for a total value of $77,867.25. Following the sale, the director owned 687 shares in the company, valued at $3,566,320.05. This trade represents a 2.14% decrease in their position. The transaction was disclosed in a filing with the SEC, which is accessible through this hyperlink.

Vanessa Ames Wittman also recently made the following trade(s):

• On Monday, December 15th, Vanessa Ames Wittman sold 15 shares of Booking stock. The shares were sold at an average price of $5,362.00, for a total value of $80,430.00.
• On Monday, November 17th, Vanessa Ames Wittman sold 15 shares of Booking stock. The stock was sold at an average price of $5,030.00, for a total value of $75,450.00.

Booking Trading Down 1.5%

Shares of NASDAQ BKNG opened at $5,115.91 on Monday. The stock has a market cap of $164.89 billion, a P/E ratio of 33.25, a P/E/G ratio of 1.11 and a beta of 1.23. Booking Holdings Inc. has a twelve month low of $4,096.23 and a twelve month high of $5,839.41. The stock has a 50 day moving average of $5,186.05 and a two-hundred day moving average of $5,356.71.

Booking (NASDAQ:BKNG) last announced its earnings results on Tuesday, October 28th. The business services provider reported $99.50 EPS for the quarter, beating analysts’ consensus estimates of $95.56 by $3.94. Booking had a net margin of 19.37% and a negative return on equity of 134.86%. The business had revenue of $9.01 billion for the quarter, compared to analysts’ expectations of $8.71 billion. During the same period in the previous year, the company posted $83.39 EPS. The company’s quarterly revenue was up 12.7% on a year-over-year basis. As a group, research analysts predict that Booking Holdings Inc. will post 209.92 earnings per share for the current year.

Booking Announces Dividend

The firm also recently announced a quarterly dividend, which was paid on Wednesday, December 31st. Stockholders of record on Friday, December 5th were issued a $9.60 dividend. This represents a $38.40 dividend on an annualized basis and a dividend yield of 0.8%. The ex-dividend date of this dividend was Friday, December 5th. Booking’s dividend payout ratio is presently 24.96%.

Institutional Investors Weigh In On Booking

A number of hedge funds and other institutional investors have recently modified their holdings of the stock. KERR FINANCIAL PLANNING Corp purchased a new position in Booking in the 3rd quarter valued at approximately $26,000. Halbert Hargrove Global Advisors LLC boosted its position 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 worth $27,000 after purchasing an additional 3 shares in the last quarter. Guerra Advisors Inc acquired a new stake in Booking in the third quarter valued at $27,000. Strive Asset Management LLC purchased a new position in shares of Booking in the third quarter valued at $27,000. Finally, Westside Investment Management Inc. raised its stake 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 buying an additional 4 shares during the last quarter. 92.42% of the stock is currently owned by institutional investors and hedge funds.

Key Booking News

Here are the key news stories impacting Booking this week:

• Positive Sentiment: KAYAK’s 2026 “What the Future” report highlights destination and behavior trends that support continued travel demand — a tailwind for Booking’s core marketplaces. KAYAK Predicts: Well-th trips, next gen destinations, and small-town escapes to define travel this year
• Neutral Sentiment: Options-market flow is being analyzed for directional bets and hedging around BKNG — this can signal positioning but is not a definitive directional catalyst by itself. 6BKNG : What the Options Market Tells Us About Booking Holdings
• Neutral Sentiment: Heightened investor interest and search activity around Booking is drawing attention but doesn’t by itself explain near-term price direction. Investors Heavily Search Booking Holdings Inc. (BKNG): Here is What You Need to Know
• Neutral Sentiment: Roundups and analyst coverage (e.g., top stock reports) are increasing visibility but provide mixed, non-specific short-term impact. Top Stock Reports for American Express, Intuitive Surgical & Booking
• Negative Sentiment: CEO Glenn D. Fogel disclosed sales totaling 1,013 shares on Jan. 15 (two Form 4 filings) for roughly $5.25M — a visible reduction in insider holdings that can pressure sentiment despite the small percentage change relative to total ownership. Form 4 (Fogel) – SEC Filing Form 4 (Fogel) – SEC Filing
• Negative Sentiment: Director Vanessa Ames Wittman sold 15 shares (~$77.9k) on Jan. 15 — a small absolute amount but contributes to the pattern of insider selling cited by the market. Form 4 (Wittman) – SEC Filing

Analyst Upgrades and Downgrades

Several analysts have commented on the company. Bank of America raised Booking from a “neutral” rating to a “buy” rating and set a $6,000.00 price objective for the company in a research note on Monday, November 24th. Wall Street Zen raised Booking from a “hold” rating to a “buy” rating in a report on Sunday, January 4th. Wedbush raised shares of Booking from a “neutral” rating to an “outperform” rating and set a $6,000.00 price objective on the stock in a research note on Thursday, November 13th. Morgan Stanley set a $6,150.00 price objective on shares of Booking in a research report on Wednesday, October 29th. Finally, Gordon Haskett raised their target price on shares of Booking from $5,620.00 to $5,710.00 and gave the stock a “hold” rating in a research note on Wednesday, December 10th. One equities research analyst has rated the stock with a Strong Buy rating, twenty-eight have given a Buy rating and eight have issued a Hold rating to the company’s stock. According to data from MarketBeat, the stock currently has a consensus rating of “Moderate Buy” and a consensus target price of $6,225.56.

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.