Booking Holdings Inc. $BKNG Shares Bought by RFG Advisory LLC

RFG Advisory LLC boosted its stake in shares of Booking Holdings Inc. (NASDAQ:BKNG) by 167.2% in the 3rd quarter, according to the company in its most recent Form 13F filing with the Securities and Exchange Commission (SEC). The firm owned 481 shares of the business services provider’s stock after buying an additional 301 shares during the quarter. RFG Advisory LLC’s holdings in Booking were worth $2,597,000 as of its most recent SEC filing.

A number of other institutional investors and hedge funds have also made changes to their positions in BKNG. Jones Financial Companies Lllp lifted its stake in Booking by 7.7% during the 3rd quarter. Jones Financial Companies Lllp now owns 6,914 shares of the business services provider’s stock worth $38,132,000 after acquiring an additional 492 shares in the last quarter. Y Intercept Hong Kong Ltd grew its position in Booking by 15.6% in the 2nd quarter. Y Intercept Hong Kong Ltd now owns 511 shares of the business services provider’s stock valued at $2,958,000 after acquiring an additional 69 shares in the last quarter. Donaldson Capital Management LLC increased its stake in Booking by 59.6% during the third quarter. Donaldson Capital Management LLC now owns 1,119 shares of the business services provider’s stock worth $6,042,000 after purchasing an additional 418 shares during the period. Panagora Asset Management Inc. lifted its position in shares of Booking by 67.3% during the second quarter. Panagora Asset Management Inc. now owns 30,210 shares of the business services provider’s stock worth $174,893,000 after purchasing an additional 12,148 shares in the last quarter. Finally, GRIMES & Co WEALTH MANAGEMENT LLC boosted its stake in shares of Booking by 339.0% in the third quarter. GRIMES & Co WEALTH MANAGEMENT LLC now owns 180 shares of the business services provider’s stock valued at $974,000 after purchasing an additional 139 shares during the period. 92.42% of the stock is owned by hedge funds and other institutional investors.

Analyst Upgrades and Downgrades

Several equities research analysts recently weighed in on BKNG shares. Sanford C. Bernstein cut their target price on shares of Booking from $5,433.00 to $5,407.00 and set a “market perform” rating on the stock in a research note on Tuesday, January 6th. Gordon Haskett upgraded shares of Booking from a “hold” rating to a “buy” rating and set a $5,440.00 price target for the company in a research note on Tuesday. DA Davidson increased their price objective on Booking from $6,500.00 to $6,600.00 and gave the company a “buy” rating in a research note on Wednesday, October 29th. UBS Group decreased their target price on Booking from $6,806.00 to $6,608.00 and set a “buy” rating for the company in a report on Tuesday, February 3rd. Finally, Jefferies Financial Group cut their price target on Booking from $5,800.00 to $5,600.00 and set a “hold” rating on the stock in a report on Friday, January 23rd. Twenty-eight equities research analysts have rated the stock with a Buy rating and nine have issued a Hold rating to the stock. According to MarketBeat, the stock presently has a consensus rating of “Moderate Buy” and an average price target of $6,171.56.

Key Headlines Impacting Booking

Here are the key news stories impacting Booking this week:

• Positive Sentiment: Gordon Haskett upgraded BKNG from “hold” to “buy” and set a $5,440 price target (about a mid/high-single-digit upside from recent levels), giving investors a clear catalyst for buying interest. Gordon Haskett upgrade (Finviz)
• Positive Sentiment: Zacks highlighted Booking as a “top-ranked growth stock” in its style-score coverage, which can attract momentum and growth-focused investors. Booking Holdings (BKNG) is a Top-Ranked Growth Stock: Should You Buy?
• Neutral Sentiment: A short-interest report shows an anomalous reading of 0 shares short (likely a data glitch), producing a 0.0 days-to-cover number — this is not credible market evidence but worth noting for short-squeeze narratives.
• Neutral Sentiment: Broader market weakness (S&P 500 off record highs) is a background factor that can pressure travel names on risk-off days. Stock Market Live February 10, 2026: S&P 500 (SPY) Down from Record Highs
• Negative Sentiment: Technical analysis coverage flagged a developing head-and-shoulders pattern and called a recent sharp drop a “crash,” which could prompt short-term selling by traders. Booking Holdings stock crashes as a H&S pattern forms: buy the dip?
• Negative Sentiment: Wedbush trimmed its price target for BKNG (reported as a reduction), which may temper buy-side enthusiasm despite other upgrades. Wedbush Cuts Booking (NASDAQ:BKNG) Price Target to $5,500.00

Booking Trading Up 1.1%

Shares of BKNG stock opened at $4,284.26 on Wednesday. The company has a market cap of $138.10 billion, a P/E ratio of 27.85, a PEG ratio of 0.91 and a beta of 1.21. The firm has a fifty day moving average price of $5,172.68 and a 200 day moving average price of $5,256.55. Booking Holdings Inc. has a 12 month low of $4,096.23 and a 12 month high of $5,839.41.

Insider Transactions at Booking

In other Booking news, CEO Glenn D. Fogel sold 953 shares of the firm’s 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 sale, the chief executive officer owned 19,615 shares of the company’s stock, valued at approximately $101,631,984.10. This trade represents a 4.63% decrease in their ownership of the stock. The transaction was disclosed in a document filed with the Securities & Exchange Commission, which can be accessed through this link. Also, Director Vanessa Ames Wittman sold 15 shares of the business’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 directly owned 687 shares of the company’s stock, valued at approximately $3,566,320.05. This trade represents a 2.14% decrease in their ownership of the stock. Additional details regarding this sale are available in the official SEC disclosure. In the last ninety days, insiders sold 3,124 shares of company stock valued at $16,194,538. 0.16% of the stock is currently owned by corporate insiders.

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.