Booking (BKNG) – Research Analysts’ Recent Ratings Updates

A number of firms have modified their ratings and price targets on shares of Booking (NASDAQ: BKNG) recently:

• 1/27/2026 – Booking had its “neutral” rating reaffirmed by analysts at The Goldman Sachs Group, Inc.. They now have a $5,920.00 price target on the stock.
• 1/23/2026 – Booking had its price target lowered by analysts at Jefferies Financial Group Inc. from $5,800.00 to $5,600.00. They now have a “hold” rating on the stock.
• 1/9/2026 – Booking had its price target raised by analysts at Wells Fargo & Company from $5,523.00 to $5,954.00. They now have an “equal weight” rating on the stock.
• 1/9/2026 – Booking had its price target raised by analysts at HSBC Holdings plc from $7,447.00 to $7,656.00. They now have a “buy” rating on the stock.
• 1/8/2026 – Booking had its price target raised by analysts at Cantor Fitzgerald from $5,550.00 to $5,830.00. They now have a “neutral” rating on the stock.
• 1/6/2026 – Booking had its price target raised by analysts at Argus from $6,000.00 to $6,400.00. They now have a “buy” rating on the stock.
• 1/6/2026 – Booking had its price target lowered by analysts at Sanford C. Bernstein from $5,433.00 to $5,407.00. They now have a “market perform” rating on the stock.
• 1/6/2026 – Booking had its price target raised by analysts at Argus from $6,000.00 to $6,400.00. They now have a “buy” rating on the stock.
• 1/4/2026 – Booking was upgraded by analysts at Wall Street Zen from a “hold” rating to a “buy” rating.
• 12/29/2025 – Booking had its “buy (b)” rating reaffirmed by analysts at Weiss Ratings.
• 12/27/2025 – Booking was downgraded by analysts at Wall Street Zen from a “buy” rating to a “hold” rating.
• 12/23/2025 – Booking had its “buy” rating reaffirmed by analysts at BTIG Research. They now have a $6,250.00 price target on the stock.
• 12/22/2025 – Booking had its “buy (b)” rating reaffirmed by analysts at Weiss Ratings.
• 12/15/2025 – Booking had its “buy (b)” rating reaffirmed by analysts at Weiss Ratings.
• 12/10/2025 – Booking had its price target raised by analysts at Gordon Haskett from $5,620.00 to $5,710.00. They now have a “hold” rating on the stock.
• 12/8/2025 – Booking had its “buy (b)” rating reaffirmed by analysts at Weiss Ratings.
• 12/3/2025 – Booking had its “buy” rating reaffirmed by analysts at TD Cowen.
• 12/1/2025 – Booking had its “buy (b)” rating reaffirmed by analysts at Weiss Ratings.

Insider Buying and Selling at Booking

In related news, CEO Glenn D. Fogel sold 953 shares of Booking stock in a transaction on Thursday, January 15th. The stock was sold at an average price of $5,181.34, for a total value of $4,937,817.02. Following the transaction, the chief executive officer owned 19,615 shares in the company, valued at approximately $101,631,984.10. This trade represents a 4.63% decrease in their ownership of the stock. The sale was disclosed in a legal filing with the Securities & Exchange Commission, which can be accessed through the SEC website. Also, Director Vanessa Ames Wittman sold 15 shares of Booking stock in a transaction dated Thursday, January 15th. The shares were sold at an average price of $5,191.15, for a total value of $77,867.25. Following the completion of the transaction, the director directly owned 687 shares in the company, valued at $3,566,320.05. This represents a 2.14% decrease in their ownership of the stock. The disclosure for this sale is available in the SEC filing. Insiders have sold a total of 3,324 shares of company stock valued at $17,190,323 over the last three months. Corporate insiders own 0.16% of the company’s stock.

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.