Ameritas Advisory Services LLC Raises Stock Position in Booking Holdings Inc. $BKNG

Ameritas Advisory Services LLC raised its position in Booking Holdings Inc. (NASDAQ:BKNG) by 402.7% during the 3rd quarter, according to the company in its most recent filing with the Securities and Exchange Commission. The fund owned 186 shares of the business services provider’s stock after buying an additional 149 shares during the period. Ameritas Advisory Services LLC’s holdings in Booking were worth $1,004,000 at the end of the most recent reporting period.

Other large investors also recently bought and sold shares of the company. Geode Capital Management LLC raised its position in shares of Booking by 1.1% in the second quarter. Geode Capital Management LLC now owns 854,838 shares of the business services provider’s stock valued at $4,936,132,000 after buying an additional 9,333 shares during the last quarter. Norges Bank acquired a new position in Booking during the second quarter worth about $2,210,917,000. Invesco Ltd. grew its stake in Booking by 6.8% during the 2nd quarter. Invesco Ltd. now owns 379,583 shares of the business services provider’s stock valued at $2,197,495,000 after acquiring an additional 24,030 shares in the last quarter. Schroder Investment Management Group raised its holdings in Booking by 4.9% in the 2nd quarter. Schroder Investment Management Group now owns 377,198 shares of the business services provider’s stock valued at $2,183,690,000 after acquiring an additional 17,662 shares during the last quarter. Finally, Laurel Wealth Advisors LLC lifted its stake in Booking by 578,824.0% in the 2nd quarter. Laurel Wealth Advisors LLC now owns 289,462 shares of the business services provider’s stock worth $1,675,765,000 after purchasing an additional 289,412 shares in the last quarter. 92.42% of the stock is currently owned by hedge funds and other institutional investors.

Insider Activity at Booking

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 shares were sold at an average price of $5,105.36, for a total value of $204,214.40. Following the completion of the transaction, the director owned 840 shares in the company, valued at $4,288,502.40. This represents a 4.55% decrease in their ownership of the stock. The transaction was disclosed in a legal filing with the SEC, which is available at this hyperlink. Also, Director Vanessa Ames Wittman sold 15 shares of the company’s stock in a transaction on Thursday, January 15th. The shares were sold at an average price of $5,191.15, for a total transaction of $77,867.25. Following the completion of the sale, the director owned 687 shares of the company’s stock, valued at approximately $3,566,320.05. This trade represents a 2.14% decrease in their position. Additional details regarding this sale are available in the official SEC disclosure. Insiders sold a total of 3,124 shares of company stock valued at $16,194,538 over the last ninety days. Insiders own 0.16% of the company’s stock.

Booking Stock Down 0.4%

BKNG stock opened at $4,140.60 on Friday. The business 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 PEG ratio of 0.89 and a beta of 1.21. Booking Holdings Inc. has a fifty-two week low of $4,071.60 and a fifty-two week high of $5,839.41.

Booking News Summary

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

Wall Street Analyst Weigh In

BKNG has been the subject of a number of analyst reports. Barclays upped their price objective on shares of Booking from $6,000.00 to $6,250.00 and gave the company an “overweight” rating in a report on Wednesday, October 29th. Robert W. Baird set a $6,325.00 price target on shares of Booking in a report on Wednesday, October 29th. Bank of America raised shares of Booking from a “neutral” rating to a “buy” rating and set a $6,000.00 price target on the stock in a research report on Monday, November 24th. Wall Street Zen upgraded Booking from a “hold” rating to a “buy” rating in a research report on Sunday, January 4th. Finally, Wedbush cut their target price on Booking from $6,000.00 to $5,500.00 and set an “outperform” rating for the company in a research note on Friday, February 6th. Twenty-eight research analysts have rated the stock with a Buy rating and nine have assigned a Hold rating to the company. Based on data from MarketBeat.com, Booking currently has an average rating of “Moderate Buy” and an average price target of $6,171.56.

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.