Booking (NASDAQ:BKNG) Price Target Cut to $5,370.00 by Analysts at Gordon Haskett

Booking (NASDAQ:BKNG) had its target price lowered by stock 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 would indicate a potential upside of 32.37% from the stock’s previous close.

Other research analysts also recently issued research reports about the stock. Cantor Fitzgerald reaffirmed a “neutral” rating and issued a $4,495.00 target price (down previously from $5,830.00) on shares of Booking in a research report on Thursday. Bank of America raised Booking from a “neutral” rating to a “buy” rating and set a $6,000.00 price target for the company in a report on Monday, November 24th. Morgan Stanley set a $6,150.00 target price on Booking in a research report on Wednesday, October 29th. Truist Financial set a $5,810.00 price target on shares of Booking in a research report on Wednesday, October 29th. Finally, BMO Capital Markets raised their price target on Booking from $6,000.00 to $6,200.00 and gave the stock an “outperform” rating in a research report on Thursday. Twenty-eight analysts have rated the stock with a Buy rating and eight have issued a Hold rating to the company. Based on data from MarketBeat.com, the company has a consensus rating of “Moderate Buy” and a consensus price target of $5,926.18.

Booking Stock Performance

NASDAQ:BKNG traded up $49.32 on Thursday, reaching $4,056.77. The company’s stock had a trading volume of 41,641 shares, compared to its average volume of 353,382. The firm has a market cap of $130.77 billion, a PE ratio of 24.34, a PEG ratio of 0.92 and a beta of 1.21. The business’s 50-day moving average price is $5,032.06 and its two-hundred day moving average price is $5,193.24. Booking has a 1-year low of $3,871.01 and a 1-year high of $5,839.41.

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

Booking (NASDAQ:BKNG) last announced its quarterly earnings results on Wednesday, February 18th. The business services provider reported $48.80 earnings per share for the quarter, beating analysts’ consensus estimates of $47.96 by $0.84. The firm had revenue of $6.35 billion for the quarter, compared to analyst estimates of $6.12 billion. Booking had a net margin of 20.08% and a negative return on equity of 127.57%. The business’s revenue was up 16.0% on a year-over-year basis. During the same quarter in the previous year, the firm posted $41.55 earnings per share. As a group, sell-side analysts expect that Booking will post 209.92 EPS for the current year.

Insider Buying and Selling

In related news, CEO Glenn D. Fogel sold 953 shares of Booking stock in a transaction 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 transaction, the chief executive officer owned 19,615 shares of the company’s stock, valued at $101,631,984.10. This trade represents a 4.63% decrease in their ownership of the stock. The sale was disclosed in a filing with the Securities & Exchange Commission, which is available at the SEC website. Also, Director Robert J. Mylod, Jr. sold 40 shares of the business’s stock in a transaction dated 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 directly 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 SEC filing for this sale provides additional information. Insiders sold a total of 3,108 shares of company stock valued at $15,287,682 in the last three months. Insiders own 0.16% of the company’s stock.

Hedge Funds Weigh In On Booking

Institutional investors and hedge funds have recently modified their holdings of the business. Jones Financial Companies Lllp boosted its holdings in Booking by 7.7% during the third quarter. Jones Financial Companies Lllp now owns 6,914 shares of the business services provider’s stock worth $38,132,000 after purchasing an additional 492 shares during the last quarter. Y Intercept Hong Kong Ltd increased its stake 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 buying an additional 69 shares during the last quarter. Donaldson Capital Management LLC lifted its position in shares of Booking by 59.6% during the 3rd quarter. Donaldson Capital Management LLC now owns 1,119 shares of the business services provider’s stock worth $6,042,000 after buying an additional 418 shares in the last quarter. Panagora Asset Management Inc. boosted its stake in shares of Booking by 67.3% in the 2nd quarter. Panagora Asset Management Inc. now owns 30,210 shares of the business services provider’s stock worth $174,893,000 after buying an additional 12,148 shares during the last quarter. Finally, GRIMES & Co WEALTH MANAGEMENT LLC boosted its stake in shares of Booking by 339.0% in the 3rd quarter. GRIMES & Co WEALTH MANAGEMENT LLC now owns 180 shares of the business services provider’s stock worth $974,000 after buying an additional 139 shares during the last quarter. 92.42% of the stock is currently owned by institutional investors.

Key Booking News

Here are the key news stories impacting Booking this week:

• Positive Sentiment: Q4 results beat on the top line with revenue of $6.35B (up ~16% y/y), room nights +9% and margin improvement — the operational beat underpins the company’s growth narrative. Q4 earnings highlights
• Positive Sentiment: Company announced a 25-for-1 stock split (effective early April), which should increase retail accessibility/liquidity and can support demand from smaller investors. MarketBeat: Booking split
• Positive Sentiment: Management is investing in generative AI to improve personalization and conversion — a potential medium-term productivity and margin tailwind if execution scales. Seeking Alpha: AI initiatives
• Neutral Sentiment: Forward guide: Booking provided Q1 revenue guidance roughly $5.4B–$5.5B (above some Street estimates), but EPS guidance was initially unclear — revenue tone is constructive but investors will want clarity on margin/EPS cadence. Zacks: guidance and metric detail
• Neutral Sentiment: Analyst views remain polarized: many firms still carry Buy/Outperform ratings and multi-thousand-dollar targets, but several large shops have cut targets — the consensus remains well above the current price, creating asymmetric expectations. Benzinga: analyst moves
• Negative Sentiment: AI disruption fears are driving selling: investors worry big‑tech AI agents (and hotel chains pairing with AI firms) could disintermediate online travel agencies, pressuring future bookings and forcing higher marketing spend. That skepticism pressured the stock after the earnings release. Seeking Alpha: AI deals worry investors
• Negative Sentiment: Multiple firms trimmed price targets (JPMorgan, Wells Fargo, KeyCorp, Benchmark, DA Davidson, Susquehanna among others), signaling more cautious near-term expectations and contributing to downward pressure. Benzinga: price target activity
• Negative Sentiment: Insider selling: CEO Glenn Fogel disclosed several share sales in February, which some investors interpret as a modest negative signal despite his remaining large holding. SEC Form 4

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.