Aberdeen Group plc Sells 604 Shares of Booking Holdings Inc. $BKNG

Aberdeen Group plc reduced its holdings in shares of Booking Holdings Inc. (NASDAQ:BKNG) by 2.2% during the third quarter, according to its most recent disclosure with the Securities and Exchange Commission (SEC). The fund owned 26,545 shares of the business services provider’s stock after selling 604 shares during the period. Aberdeen Group plc owned about 0.08% of Booking worth $142,907,000 at the end of the most recent reporting period.

Several other large investors have also recently made changes to their positions in the business. Halbert Hargrove Global Advisors LLC grew its holdings in shares of Booking by 150.0% during the 3rd quarter. Halbert Hargrove Global Advisors LLC now owns 5 shares of the business services provider’s stock valued at $27,000 after purchasing an additional 3 shares during the last quarter. Guerra Advisors Inc purchased a new stake in Booking during the third quarter valued at about $27,000. Westside Investment Management Inc. boosted its position in Booking by 400.0% during the second quarter. Westside Investment Management Inc. now owns 5 shares of the business services provider’s stock valued at $29,000 after buying an additional 4 shares during the period. Davis Capital Management bought a new position in shares of Booking during the third quarter valued at about $32,000. Finally, Oakworth Capital Inc. increased its holdings in shares of Booking by 50.0% in the third quarter. Oakworth Capital Inc. now owns 6 shares of the business services provider’s stock worth $32,000 after buying an additional 2 shares during the period. 92.42% of the stock is owned by hedge funds and other institutional investors.

Booking News Roundup

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

Several equities research analysts recently weighed in on the company. Robert W. Baird set a $6,325.00 target price on Booking in a report on Wednesday, October 29th. Truist Financial set a $5,810.00 price objective on Booking in a research report on Wednesday, October 29th. B. Riley Financial increased their price objective on Booking from $6,700.00 to $6,800.00 and gave the company a “buy” rating in a research note on Wednesday, October 29th. Wall Street Zen raised shares of Booking from a “hold” rating to a “buy” rating in a research note on Sunday, January 4th. Finally, Benchmark upped their price target on shares of Booking from $6,200.00 to $6,400.00 and gave the company a “buy” rating in a report on Wednesday, October 29th. Twenty-eight equities research analysts have rated the stock with a Buy rating and nine have given a Hold rating to the company’s stock. According to data from MarketBeat.com, Booking presently has a consensus rating of “Moderate Buy” and a consensus target price of $6,171.56.

Booking Trading Down 0.4%

NASDAQ:BKNG opened at $4,140.60 on Friday. The company has a 50-day moving average price of $5,119.49 and a 200-day moving average price of $5,229.18. The stock has a market cap of $133.45 billion, a price-to-earnings ratio of 26.91, a P/E/G ratio of 0.89 and a beta of 1.21. Booking Holdings Inc. has a 12 month low of $4,071.60 and a 12 month high of $5,839.41.

Insiders Place Their Bets

In other Booking news, Director Vanessa Ames Wittman sold 15 shares of Booking stock in a transaction that occurred on Thursday, January 15th. The stock was sold at an average price of $5,191.15, for a total transaction of $77,867.25. Following the sale, the director directly owned 687 shares of the company’s stock, valued at approximately $3,566,320.05. The trade was a 2.14% decrease in their position. The transaction was disclosed in a legal filing with the SEC, which can be accessed through this link. Also, Director Robert J. Mylod, Jr. sold 40 shares of the company’s stock in a transaction that occurred 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 transaction, the director owned 840 shares in the company, valued at $4,288,502.40. This trade represents a 4.55% decrease in their position. Additional details regarding this sale are available in the official SEC disclosure. Insiders sold 3,124 shares of company stock worth $16,194,538 over the last three months. Company insiders own 0.16% of the company’s stock.

Booking 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.