Booking (NASDAQ:BKNG) Upgraded by Gordon Haskett to “Buy” Rating

Gordon Haskett upgraded shares of Booking (NASDAQ:BKNG) from a hold rating to a buy rating in a research report report published on Tuesday, Marketbeat reports. Gordon Haskett currently has $5,440.00 target price on the business services provider’s stock.

BKNG has been the subject of a number of other reports. B. Riley Financial lifted their price target on shares of Booking from $6,700.00 to $6,800.00 and gave the stock a “buy” rating in a research note on Wednesday, October 29th. Rothschild & Co Redburn upped their target price on Booking from $6,250.00 to $6,400.00 and gave the company a “buy” rating in a research note on Thursday, October 30th. KeyCorp decreased their price target on Booking from $6,630.00 to $6,500.00 and set an “overweight” rating for the company in a research note on Wednesday, February 4th. Truist Financial set a $5,810.00 price objective on Booking in a report on Wednesday, October 29th. Finally, Robert W. Baird set a $6,325.00 target price on Booking in a research note on Wednesday, October 29th. Twenty-eight investment analysts have rated the stock with a Buy rating and nine have issued a Hold rating to the stock. Based on data from MarketBeat, Booking has an average rating of “Moderate Buy” and an average target price of $6,171.56.

Booking Price Performance

Shares of NASDAQ BKNG opened at $4,284.26 on Tuesday. The business’s 50 day moving average is $5,172.68 and its two-hundred day moving average is $5,256.55. Booking has a 1-year low of $4,096.23 and a 1-year high of $5,839.41. The stock has a market capitalization of $138.10 billion, a P/E ratio of 27.85, a PEG ratio of 0.91 and a beta of 1.21.

Insider Buying and Selling

In other Booking news, Director Robert J. Mylod, Jr. sold 40 shares of the stock in a transaction dated Monday, February 2nd. The shares were 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 represents a 4.55% decrease in their position. The sale was disclosed in a legal filing with the Securities & Exchange Commission, which is available at the SEC website. Also, CEO Glenn D. Fogel sold 953 shares of the business’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 sale, the chief executive officer owned 19,615 shares of the company’s stock, valued at approximately $101,631,984.10. This represents a 4.63% decrease in their position. Additional details regarding this sale are available in the official SEC disclosure. Insiders sold a total of 3,124 shares of company stock valued at $16,194,538 over the last three months. 0.16% of the stock is owned by company insiders.

Institutional Inflows and Outflows

Institutional investors and hedge funds have recently made changes to their positions in the stock. Westside Investment Management Inc. boosted its stake in Booking by 400.0% in the 2nd quarter. Westside Investment Management Inc. now owns 5 shares of the business services provider’s stock worth $29,000 after purchasing an additional 4 shares in the last quarter. Halbert Hargrove Global Advisors LLC lifted its stake in shares of 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 buying an additional 3 shares during the period. Guerra Advisors Inc purchased a new stake in shares of Booking during the third quarter valued at $27,000. KERR FINANCIAL PLANNING Corp acquired a new position in shares of Booking in the 3rd quarter valued at $26,000. Finally, Daytona Street Capital LLC purchased a new position in Booking in the 4th quarter worth $27,000. 92.42% of the stock is currently owned by hedge funds and other institutional investors.

Booking News Roundup

Here are the key news stories impacting Booking this week:

• Positive Sentiment: Gordon Haskett upgraded BKNG from “hold” to “buy” and set a $5,440 price target (about a mid/high-single-digit upside from recent levels), giving investors a clear catalyst for buying interest. Gordon Haskett upgrade (Finviz)
• Positive Sentiment: Zacks highlighted Booking as a “top-ranked growth stock” in its style-score coverage, which can attract momentum and growth-focused investors. Booking Holdings (BKNG) is a Top-Ranked Growth Stock: Should You Buy?
• Neutral Sentiment: A short-interest report shows an anomalous reading of 0 shares short (likely a data glitch), producing a 0.0 days-to-cover number — this is not credible market evidence but worth noting for short-squeeze narratives.
• Neutral Sentiment: Broader market weakness (S&P 500 off record highs) is a background factor that can pressure travel names on risk-off days. Stock Market Live February 10, 2026: S&P 500 (SPY) Down from Record Highs
• Negative Sentiment: Technical analysis coverage flagged a developing head-and-shoulders pattern and called a recent sharp drop a “crash,” which could prompt short-term selling by traders. Booking Holdings stock crashes as a H&S pattern forms: buy the dip?
• Negative Sentiment: Wedbush trimmed its price target for BKNG (reported as a reduction), which may temper buy-side enthusiasm despite other upgrades. Wedbush Cuts Booking (NASDAQ:BKNG) Price Target to $5,500.00

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.