JPMorgan Chase & Co. Lowers Booking (NASDAQ:BKNG) Price Target to $5,600.00

Booking (NASDAQ:BKNG) had its target price reduced by JPMorgan Chase & Co. from $6,250.00 to $5,600.00 in a research note issued to investors on Thursday,MarketScreener reports. The brokerage currently has an “overweight” rating on the business services provider’s stock. JPMorgan Chase & Co.‘s target price indicates a potential upside of 37.36% from the stock’s previous close.

Other equities research analysts have also recently issued research reports about the stock. Cantor Fitzgerald restated a “neutral” rating and issued a $4,495.00 price objective (down previously from $5,830.00) on shares of Booking in a research report on Thursday. Barclays set a $5,500.00 price target on shares of Booking and gave the company an “overweight” rating in a report on Thursday. Weiss Ratings reiterated a “buy (b)” rating on shares of Booking in a research report on Monday, December 29th. Benchmark boosted their target price on Booking from $6,200.00 to $6,400.00 and gave the stock a “buy” rating in a research report on Wednesday, October 29th. Finally, Robert W. Baird set a $6,325.00 price target on Booking in a research note on Wednesday, October 29th. Twenty-eight equities research analysts have rated the stock with a Buy rating and eight have issued a Hold rating to the company’s 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 Booking stock opened at $4,076.79 on Thursday. Booking has a 12-month low of $3,871.01 and a 12-month high of $5,839.41. The stock has a market capitalization of $129.11 billion, a P/E ratio of 24.54, a price-to-earnings-growth ratio of 0.86 and a beta of 1.21. The company has a 50-day simple moving average of $5,007.56 and a 200 day simple moving average of $5,183.53.

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

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

Insiders Place Their Bets

In other 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 transaction of $204,214.40. Following the completion of the transaction, the director directly owned 840 shares in the company, valued at approximately $4,288,502.40. The trade was a 4.55% decrease in their position. The transaction was disclosed in a filing with the Securities & Exchange Commission, which is available through this hyperlink. Also, CEO Glenn D. Fogel sold 953 shares of the stock in a transaction that occurred 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 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. Additional details regarding this sale are available in the official SEC disclosure. Over the last quarter, insiders have sold 3,108 shares of company stock worth $15,287,682. Insiders own 0.16% of the company’s stock.

Institutional Inflows and Outflows

A number of institutional investors and hedge funds have recently added to or reduced their stakes in BKNG. Westside Investment Management Inc. increased its stake 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 purchasing an additional 4 shares in the last quarter. Halbert Hargrove Global Advisors LLC increased its position 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 acquiring an additional 3 shares in the last quarter. Guerra Advisors Inc acquired a new stake in shares of Booking during the third quarter worth $27,000. KERR FINANCIAL PLANNING Corp acquired a new position in Booking in the 3rd quarter worth $26,000. Finally, Daytona Street Capital LLC acquired a new position in Booking in the 4th quarter worth $27,000. 92.42% of the stock is owned by institutional investors and hedge funds.

Key Stories Impacting Booking

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.

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.