DA Davidson Lowers Booking (NASDAQ:BKNG) Price Target to $6,000.00

Booking (NASDAQ:BKNG) had its target price decreased by analysts at DA Davidson from $6,600.00 to $6,000.00 in a research note issued on Thursday,Benzinga reports. The brokerage currently has a “buy” rating on the business services provider’s stock. DA Davidson’s target price would suggest a potential upside of 40.52% from the company’s previous close.

Several other equities analysts have also recently commented on BKNG. Seaport Research Partners boosted their target price on Booking from $6,030.00 to $6,260.00 and gave the stock a “buy” rating in a research report on Wednesday, October 29th. Citigroup lowered shares of Booking from an “outperform” rating to a “hold” rating in a report on Wednesday, February 4th. BTIG Research reissued a “buy” rating and set a $6,250.00 price objective on shares of Booking in a research note on Friday, February 13th. Jefferies Financial Group cut their target price on Booking from $5,800.00 to $5,600.00 and set a “hold” rating on the stock in a research note on Friday, January 23rd. Finally, HSBC upped their price objective on shares of Booking from $7,447.00 to $7,656.00 and gave the stock a “buy” rating in a report on Friday, January 9th. Twenty-six research analysts have rated the stock with a Buy rating and nine have issued a Hold rating to the company’s stock. According to data from MarketBeat, the company currently has an average rating of “Moderate Buy” and a consensus target price of $6,135.63.

Booking Stock Up 3.1%

Booking stock opened at $4,269.99 on Thursday. The business’s 50-day moving average price is $5,057.50 and its two-hundred day moving average price is $5,201.54. Booking has a 12-month low of $4,020.54 and a 12-month high of $5,839.41. The stock has a market cap of $137.62 billion, a PE ratio of 27.75, a P/E/G ratio of 0.89 and a beta of 1.21.

Booking’s stock is 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 announced its earnings results on Wednesday, February 18th. The business services provider reported $48.80 EPS for the quarter, beating the consensus estimate of $47.96 by $0.84. The business had revenue of $6.35 billion for the quarter, compared to analysts’ expectations of $6.12 billion. Booking had a negative return on equity of 134.86% and a net margin of 19.37%.The firm’s revenue was up 16.0% on a year-over-year basis. During the same period in the prior year, the business posted $41.55 earnings per share. As a group, analysts expect that Booking will post 209.92 earnings per share for the current year.

Insider Buying and Selling at Booking

In other Booking news, Director Robert J. Mylod, Jr. sold 40 shares of the firm’s stock in a transaction that occurred 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 of the company’s stock, valued at $4,288,502.40. This trade represents a 4.55% decrease in their position. The sale was disclosed in a filing with the SEC, which is available at this link. Also, Director Vanessa Ames Wittman sold 15 shares of Booking stock in a transaction dated Monday, December 15th. The shares were sold at an average price of $5,362.00, for a total value of $80,430.00. Following the completion of the transaction, the director owned 702 shares of the company’s stock, valued at $3,764,124. The trade was a 2.09% decrease in their position. 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. 0.16% of the stock is owned by corporate insiders.

Institutional Inflows and Outflows

A number of hedge funds have recently modified their holdings of BKNG. KERR FINANCIAL PLANNING Corp acquired a new position in shares of Booking in the third quarter valued at approximately $26,000. Halbert Hargrove Global Advisors LLC grew its position in Booking by 150.0% in the 3rd quarter. Halbert Hargrove Global Advisors LLC now owns 5 shares of the business services provider’s stock valued at $27,000 after buying an additional 3 shares during the last quarter. Guerra Advisors Inc purchased a new position in Booking in the 3rd quarter valued at $27,000. Daytona Street Capital LLC acquired a new position in Booking in the 4th quarter valued at $27,000. Finally, Legacy Bridge LLC purchased a new position in Booking during the 4th quarter worth $27,000. 92.42% of the stock is owned by hedge funds and other institutional investors.

Key Stories Impacting Booking

Here are the key news stories impacting Booking this week:

• Positive Sentiment: Q4 results: Revenue of $6.35B (+16% y/y) and EPS that topped consensus, driven by higher gross bookings and improving margins — a main driver behind the stock strength. Booking Holdings Inc (BKNG) Q4 2025 Earnings Call Highlights: Strong Growth Amid Strategic …
• Positive Sentiment: Travel demand reading: Room nights +9% and gross bookings +16% indicate sustained international travel recovery, supporting higher revenue and margin leverage. Booking Sales, Profit Rise as More Travelers Make Reservations
• Positive Sentiment: Management highlights generative AI initiatives helping personalization and conversion — a potential medium-term margin/productivity tailwind if adoption scales. Booking Holdings sees strong growth as it uses generative AI to its advantage
• Positive Sentiment: Corporate action: Company announced a 25-for-1 stock split (shares payable early April), which increases accessibility/liquidity and often supports positive sentiment among retail investors. Booking Holdings stock page
• Neutral Sentiment: Forward guide: Booking provided revenue guidance for Q1 roughly in the $5.4B–$5.5B range, above some Street estimates — revenue tone looks constructive though EPS guidance was unclear in initial commentary. Booking Holdings (BKNG) Q4 Earnings: How Key Metrics Compare to Wall Street Estimates
• Neutral Sentiment: Documentation: The earnings transcript, slide deck and presentations were posted — useful for investors digging into unit economics, regional trends and product commentary. Booking Holdings Inc. (BKNG) Q4 2025 Earnings Call Transcript
• Negative Sentiment: Insider selling: CEO Glenn Fogel reported multiple share sales in February (totaling several hundred shares across filings), which some investors view as a mild negative signal despite large remaining holdings. SEC Form 4 (insider transaction)

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.