Gordon Haskett Lowers Booking (NASDAQ:BKNG) Price Target to $5,370.00

Booking (NASDAQ:BKNG) had its target price decreased by equities research analysts at Gordon Haskett from $5,440.00 to $5,370.00 in a research report issued to clients and investors on Thursday,MarketScreener reports. The brokerage presently has a “buy” rating on the business services provider’s stock. Gordon Haskett’s price target points to a potential upside of 31.72% from the stock’s previous close.

Several other analysts have also recently commented on BKNG. Wells Fargo & Company dropped their target price on shares of Booking from $5,954.00 to $5,456.00 and set an “equal weight” rating for the company in a research report on Thursday. Bank of America upgraded Booking from a “neutral” rating to a “buy” rating and set a $6,000.00 target price on the stock in a report on Monday, November 24th. B. Riley Financial increased their price target on shares of Booking from $6,700.00 to $6,800.00 and gave the company a “buy” rating in a research report on Wednesday, October 29th. Susquehanna lowered their target price on shares of Booking from $6,500.00 to $5,000.00 and set a “positive” rating for the company in a research note on Friday. Finally, Robert W. Baird set a $5,850.00 price target on shares of Booking in a research report on Thursday. Twenty-eight equities research analysts have rated the stock with a Buy rating and eight have given a Hold rating to the stock. Based on data from MarketBeat.com, the stock has an average rating of “Moderate Buy” and a consensus price target of $5,971.64.

Booking Stock Up 1.7%

Shares of BKNG opened at $4,076.79 on Thursday. The stock’s fifty day simple moving average is $5,007.56 and its 200-day simple moving average is $5,183.53. The firm has a market capitalization of $129.11 billion, a PE ratio of 24.54, a price-to-earnings-growth ratio of 0.86 and a beta of 1.21. Booking has a 12-month low of $3,871.01 and a 12-month high of $5,839.41.

Shares of Booking are set to split on the morning of Monday, April 6th. The 25-1 split was announced on Wednesday, February 18th. The newly minted shares will be distributed to shareholders after the market closes on Thursday, April 2nd.

Booking (NASDAQ:BKNG) last issued its earnings results on Wednesday, February 18th. The business services provider reported $48.80 earnings per share (EPS) for the quarter, beating the consensus estimate of $47.96 by $0.84. Booking had a net margin of 20.08% and a negative return on equity of 128.99%. The company had revenue of $6.35 billion for the quarter, compared to analyst estimates of $6.12 billion. During the same quarter last year, the firm earned $41.55 EPS. The company’s revenue for the quarter was up 16.0% on a year-over-year basis. Analysts anticipate that Booking will post 209.92 EPS for the current year.

Insider Buying and Selling at Booking

In other Booking news, CEO Glenn D. Fogel sold 452 shares of the firm’s stock in a transaction that occurred on Tuesday, February 17th. The stock was sold at an average price of $4,149.75, for a total value of $1,875,687.00. Following the completion of the transaction, the chief executive officer directly owned 18,543 shares in the company, valued at $76,948,814.25. This trade represents a 2.38% decrease in their ownership of the stock. The transaction was disclosed in a document filed with the Securities & Exchange Commission, which is available through this link. Also, Director Robert J. Mylod, Jr. sold 40 shares of the stock in a transaction on 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 completion of 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 position. The SEC filing for this sale provides additional information. In the last three months, insiders have sold 3,108 shares of company stock worth $15,287,682. Insiders own 0.16% of the company’s stock.

Institutional Investors Weigh In On Booking

Hedge funds have recently added to or reduced their stakes in the business. Cambient Family Office LLC bought a new position in Booking during the fourth quarter worth $311,000. Atmos Capital Gestao DE Recursos LTDA. acquired a new position in Booking in the 4th quarter valued at about $11,653,000. Wick Capital Partners LLC bought a new position in Booking in the 4th quarter valued at about $55,149,000. Mcguire Capital Advisors Inc. acquired a new stake in Booking during the fourth quarter worth approximately $27,000. Finally, Van Diest Capital LLC bought a new stake in shares of Booking during the fourth quarter worth approximately $1,154,000. Institutional investors and hedge funds own 92.42% of the company’s stock.

More Booking News

Here are the key news stories impacting Booking this week:

• Positive Sentiment: Q4 beat: BKNG reported Q4 revenue of $6.35B (+16% y/y) and EPS of $48.80, with room nights +9% and gross bookings +16% — strong operating metrics that underpin the stock’s upside. Q4 earnings highlights
• Positive Sentiment: 25-for-1 stock split: management announced a 25-to-1 split effective early April, which increases retail accessibility/liquidity and often supports demand from individual investors. MarketBeat BKNG page (split)
• Positive Sentiment: AI as a productivity lever: management highlighted generative-AI initiatives to improve personalization and conversion, which could be a medium-term margin tailwind if execution scales. Generative AI coverage
• Neutral Sentiment: Forward tone: company gave constructive revenue growth guidance for the quarter (revenue growth range above some Street estimates), though currency-adjusted growth and margin cadence bear watching. Guidance & metrics comparison
• Neutral Sentiment: Documentation released: earnings transcript, slide deck and call replay are available for investors who want to dig into unit economics and regional trends. Earnings call transcript
• Negative Sentiment: Analyst price-target cuts: multiple firms trimmed targets (examples include Susquehanna, JPMorgan, Wells Fargo and others), which pressured sentiment and contributed to recent near-term weakness. Benzinga: price-target cuts / 52-week low
• Negative Sentiment: AI disintermediation fears & insider selling: investors remain concerned that big‑tech AI agents could bypass OTAs and that higher marketing spend may compress near-term margins; CEO share sales in February add a modest negative optics element. Deep dive on AI/marketing impact 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.