Booking (NASDAQ:BKNG) Sets New 52-Week Low – Time to Sell?

Booking Holdings Inc. (NASDAQ:BKNG)’s stock price hit a new 52-week low during mid-day trading on Friday . The stock traded as low as $4,080.25 and last traded at $4,162.2660, with a volume of 92539 shares changing hands. The stock had previously closed at $4,159.10.

More Booking News

Here are the key news stories impacting Booking this week:

• Positive Sentiment: BTIG reaffirmed a “buy” rating and set a $6,250 price target (~51% upside vs. current levels), a clear bullish catalyst for long-term upside expectations. BTIG Reaffirm Buy
• Positive Sentiment: Gordon Haskett upgraded BKNG to “Buy,” adding another institutional endorsement that could support demand if investors focus on recovery potential. Gordon Haskett Upgrade
• Neutral Sentiment: Zacks published analysis of analyst projections for key metrics ahead of Q4 results — useful context for earnings expectations but not an immediate market mover by itself. Zacks Q4 Metrics Preview
• Neutral Sentiment: KAYAK (part of Booking’s brands) released seasonal marketing data (Valentine’s destinations) — helpful for brand awareness and traveler trends but unlikely to move the stock materially on its own. KAYAK Valentine Data
• Neutral Sentiment: Reported short-interest figures in the wire appear to be erroneous/zero and show implausible NaN changes; treat short-interest “spike” headlines skeptically until corrected data is published. (Data feed items on Feb 11–12.)
• Negative Sentiment: Seeking Alpha highlighted a “challenging start to 2026” and suggested the market may be reacting to softer-than-expected fundamentals — a narrative that can pressure the stock near earnings. Seeking Alpha Q4 Take
• Negative Sentiment: Zacks noted BKNG “dipped more than the broader market” in the latest session, echoing intraday weakness likely tied to earnings concerns and technical selling. Zacks Price Dip Report

Analysts Set New Price Targets

A number of brokerages have recently weighed in on BKNG. B. Riley Financial lifted their price target on Booking from $6,700.00 to $6,800.00 and gave the company a “buy” rating in a report on Wednesday, October 29th. The Goldman Sachs Group reaffirmed a “neutral” rating and set a $5,920.00 target price on shares of Booking in a research note on Tuesday, January 27th. Deutsche Bank Aktiengesellschaft increased their price target on shares of Booking from $6,723.00 to $6,790.00 and gave the stock a “buy” rating in a research report on Tuesday, October 21st. Jefferies Financial Group lowered their price objective on shares of Booking from $5,800.00 to $5,600.00 and set a “hold” rating on the stock in a research report on Friday, January 23rd. Finally, Cantor Fitzgerald increased their target price on shares of Booking from $5,550.00 to $5,830.00 and gave the stock a “neutral” rating in a research report on Thursday, January 8th. Twenty-eight equities research analysts have rated the stock with a Buy rating and nine have assigned a Hold rating to the stock. Based on data from MarketBeat.com, Booking currently has a consensus rating of “Moderate Buy” and an average price target of $6,171.56.

Booking Price Performance

The stock has a market capitalization of $133.45 billion, a price-to-earnings ratio of 26.91, a PEG ratio of 0.89 and a beta of 1.21. The stock’s 50 day simple moving average is $5,119.49 and its 200-day simple moving average is $5,229.18.

Insider Buying and Selling

In other Booking news, Director Robert J. Mylod, Jr. sold 40 shares of the business’s stock in a transaction dated Monday, February 2nd. The stock was sold at an average price of $5,105.36, for a total value of $204,214.40. Following the completion of the sale, the director owned 840 shares of the company’s stock, valued at $4,288,502.40. The trade was a 4.55% decrease in their ownership of the stock. The sale was disclosed in a filing with the Securities & Exchange Commission, which is available at this hyperlink. Also, CEO Glenn D. Fogel sold 953 shares of the company’s stock in a transaction dated 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 sale, the chief executive officer owned 19,615 shares of the company’s stock, valued at approximately $101,631,984.10. This trade represents a 4.63% decrease in their position. The SEC filing for this sale provides additional information. Over the last three months, insiders sold 3,124 shares of company stock worth $16,194,538. Corporate insiders own 0.16% of the company’s stock.

Institutional Trading of Booking

A number of institutional investors and hedge funds have recently modified their holdings of BKNG. Westside Investment Management Inc. lifted its position in 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 acquiring an additional 4 shares during the last quarter. Halbert Hargrove Global Advisors LLC increased its stake in shares of Booking by 150.0% in 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 during the period. Guerra Advisors Inc acquired a new position in shares of Booking during the 3rd quarter worth about $27,000. KERR FINANCIAL PLANNING Corp bought a new stake in Booking during the 3rd quarter valued at approximately $26,000. Finally, Daytona Street Capital LLC acquired a new stake in Booking in the 4th quarter valued at approximately $27,000. 92.42% of the stock is currently owned by institutional investors and hedge funds.

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.