Booking’s (BKNG) “Buy” Rating Reiterated at BTIG Research

BTIG Research restated their buy rating on shares of Booking (NASDAQ:BKNG) in a research report sent to investors on Friday morning,Benzinga reports. The firm currently has a $6,250.00 price objective on the business services provider’s stock.

Several other brokerages also recently weighed in on BKNG. Rothschild & Co Redburn increased their price target on Booking from $6,250.00 to $6,400.00 and gave the stock a “buy” rating in a report on Thursday, October 30th. The Goldman Sachs Group restated a “neutral” rating and issued a $5,920.00 target price on shares of Booking in a research note on Tuesday, January 27th. Gordon Haskett raised shares of Booking from a “hold” rating to a “buy” rating and set a $5,440.00 target price on the stock in a report on Tuesday, February 10th. Mizuho upgraded shares of Booking from a “neutral” rating to an “outperform” rating and set a $6,000.00 price target on the stock in a research note on Wednesday, February 4th. Finally, Barclays raised their price objective on shares of Booking from $6,000.00 to $6,250.00 and gave the company an “overweight” rating in a research report on Wednesday, October 29th. Twenty-eight analysts have rated the stock with a Buy rating and nine have assigned a Hold rating to the stock. According to MarketBeat.com, the company has an average rating of “Moderate Buy” and a consensus target price of $6,171.56.

Booking Stock Down 0.4%

Shares of BKNG stock opened at $4,140.60 on Friday. The stock’s 50-day moving average price is $5,119.49 and its 200 day moving average price is $5,226.47. The stock has a market capitalization of $133.45 billion, a PE ratio of 26.91, a price-to-earnings-growth ratio of 0.89 and a beta of 1.21. Booking has a 52-week low of $4,071.60 and a 52-week high of $5,839.41.

Insider Activity

In other Booking news, Director Robert J. Mylod, Jr. sold 40 shares of the company’s stock in a transaction on 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 sale, the director owned 840 shares of the company’s stock, valued at approximately $4,288,502.40. This represents a 4.55% decrease in their ownership of the stock. The transaction was disclosed in a document filed with the Securities & Exchange Commission, which is accessible through the SEC website. Also, CEO Glenn D. Fogel sold 953 shares of the firm’s stock in a transaction on Thursday, January 15th. The shares were sold at an average price of $5,181.34, for a total value of $4,937,817.02. Following the completion of the transaction, 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. The SEC filing for this sale provides additional information. In the last three months, insiders sold 2,096 shares of company stock worth $11,120,014. Company insiders own 0.16% of the company’s stock.

Institutional Investors Weigh In On Booking

A number of large investors have recently added to or reduced their stakes in the business. Westside Investment Management Inc. grew its position in shares of Booking by 400.0% in the second quarter. Westside Investment Management Inc. now owns 5 shares of the business services provider’s stock valued at $29,000 after purchasing an additional 4 shares during the last quarter. Halbert Hargrove Global Advisors LLC lifted its stake in Booking by 150.0% in the 3rd quarter. Halbert Hargrove Global Advisors LLC now owns 5 shares of the business services provider’s stock valued at $27,000 after buying an additional 3 shares in the last quarter. Guerra Advisors Inc acquired a new stake in Booking during the 3rd quarter valued at $27,000. KERR FINANCIAL PLANNING Corp acquired a new stake in Booking during the 3rd quarter valued at $26,000. Finally, Daytona Street Capital LLC purchased a new position in Booking during the fourth quarter worth $27,000. 92.42% of the stock is owned by institutional investors and hedge funds.

Trending Headlines about Booking

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

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.