Booking (NASDAQ:BKNG) Earns “Market Perform” Rating from Citizens Jmp

Booking (NASDAQ:BKNG)‘s stock had its “market perform” rating reissued by equities research analysts at Citizens Jmp in a research report issued on Wednesday, Marketbeat reports.

Several other research firms have also recently weighed in on BKNG. Jefferies Financial Group reduced their price target on Booking from $5,800.00 to $5,600.00 and set a “hold” rating on the stock in a report on Friday, January 23rd. Mizuho raised shares of Booking from a “neutral” rating to an “outperform” rating and set a $6,000.00 target price on the stock in a report on Wednesday. Benchmark upped their price target on shares of Booking from $6,200.00 to $6,400.00 and gave the company a “buy” rating in a research report on Wednesday, October 29th. Robert W. Baird set a $6,325.00 price target on shares of Booking in a research note on Wednesday, October 29th. Finally, Wall Street Zen raised shares of Booking from a “hold” rating to a “buy” rating in a research note on Sunday, January 4th. One investment analyst has rated the stock with a Strong Buy rating, twenty-seven have assigned a Buy rating and ten have issued a Hold rating to the stock. According to data from MarketBeat, the company currently has an average rating of “Moderate Buy” and an average target price of $6,195.63.

Booking Stock Down 3.6%

Shares of BKNG stock opened at $4,443.42 on Wednesday. Booking has a twelve month low of $4,096.23 and a twelve month high of $5,839.41. The stock’s fifty day simple moving average is $5,211.89 and its 200 day simple moving average is $5,291.13. The firm has a market capitalization of $143.21 billion, a P/E ratio of 28.88, a P/E/G ratio of 0.99 and a beta of 1.21.

Insider Activity

In other news, CEO Glenn D. Fogel sold 953 shares of the stock in a transaction on 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 sale, the chief executive officer directly owned 19,615 shares in the company, valued at $101,631,984.10. This represents a 4.63% decrease in their ownership of the stock. The transaction was disclosed in a filing with the SEC, which is available through the SEC website. Also, Director Vanessa Ames Wittman sold 15 shares of Booking stock in a transaction on Thursday, January 15th. The stock was sold at an average price of $5,191.15, for a total transaction of $77,867.25. Following the transaction, the director directly owned 687 shares of the company’s stock, valued at $3,566,320.05. This represents a 2.14% decrease in their position. Additional details regarding this sale are available in the official SEC disclosure. In the last three months, insiders have sold 3,124 shares of company stock valued at $16,194,538. 0.16% of the stock is currently owned by insiders.

Institutional Inflows and Outflows

A number of hedge funds and other institutional investors have recently made changes to their positions in BKNG. Canopy Partners LLC increased its holdings in Booking by 1.0% in the second quarter. Canopy Partners LLC now owns 194 shares of the business services provider’s stock worth $1,123,000 after purchasing an additional 2 shares in the last quarter. Sachetta LLC boosted its holdings in shares of Booking by 28.6% during the 2nd quarter. Sachetta LLC now owns 9 shares of the business services provider’s stock worth $52,000 after buying an additional 2 shares in the last quarter. Weaver Capital Management LLC grew its position in shares of Booking by 0.6% during the 2nd quarter. Weaver Capital Management LLC now owns 365 shares of the business services provider’s stock worth $2,113,000 after buying an additional 2 shares during the period. Accretive Wealth Partners LLC increased its stake in shares of Booking by 0.5% in the 2nd quarter. Accretive Wealth Partners LLC now owns 370 shares of the business services provider’s stock valued at $2,143,000 after acquiring an additional 2 shares in the last quarter. Finally, UNIVEST FINANCIAL Corp lifted its position in shares of Booking by 4.5% during the 2nd quarter. UNIVEST FINANCIAL Corp now owns 46 shares of the business services provider’s stock valued at $267,000 after acquiring an additional 2 shares during the period. 92.42% of the stock is owned by institutional investors and hedge funds.

Key Booking News

Here are the key news stories impacting Booking this week:

• Positive Sentiment: Mizuho upgraded BKNG to an “outperform” with a $6,000 price target, signaling confidence in Booking’s long‑term earnings potential and providing a substantive positive anchor for buyers. Read More.
• Positive Sentiment: Mizuho also published commentary saying AI‑related selling is “overblown” and that recent weakness could be a buying opportunity — this frames the recent pullback as tactical rather than structural. Read More.
• Positive Sentiment: KeyCorp kept an overweight stance while trimming its price target slightly, which still implies meaningful upside from current levels and may support longer‑term investor interest. Read More.
• Positive Sentiment: Several bullish writeups (a “bull case” piece) are circulating arguing the pullback is a buying opportunity based on cash flow, buybacks, loyalty/AI initiatives and Agoda exposure — these narratives can attract value buyers. Read More.
• Neutral Sentiment: Citizens/JMP reportedly reaffirmed a “market perform” rating in some coverage notes — a neutral stance that removes immediate upward analyst pressure but doesn’t signal fresh deterioration. Read More.
• Negative Sentiment: Citizens (different report) issued a downgrade in coverage, which likely contributed to selling pressure and headline weakness—investors often react quickly to downgrade headlines. Read More.
• Negative Sentiment: Insider selling: a director disclosed a small sale (40 shares). The dollar amount is modest and not materially informative, but it can be read negatively by short‑term traders. Read More.
• Negative Sentiment: Market reaction and algorithmic flows: commentary notes a sharp intraday drop and heavier trading that amplified declines — this mechanical selling can worsen momentum short‑term even if fundamentals remain intact. 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.