Booking (NASDAQ:BKNG) Upgraded at Gordon Haskett

Gordon Haskett upgraded shares of Booking (NASDAQ:BKNG) from a hold rating to a buy rating in a report published on Tuesday morning, MarketBeat Ratings reports. The brokerage currently has $5,440.00 price target on the business services provider’s stock.

A number of other research firms also recently issued reports on BKNG. UBS Group lowered their target price on shares of Booking from $6,806.00 to $6,608.00 and set a “buy” rating for the company in a report on Tuesday, February 3rd. KeyCorp lowered their price objective on shares of Booking from $6,630.00 to $6,500.00 and set an “overweight” rating for the company in a research note on Wednesday, February 4th. The Goldman Sachs Group reiterated a “neutral” rating and issued a $5,920.00 target price on shares of Booking in a report on Tuesday, January 27th. HSBC upped their price target on Booking from $7,447.00 to $7,656.00 and gave the stock a “buy” rating in a research note on Friday, January 9th. Finally, B. Riley Financial boosted their target price on Booking from $6,700.00 to $6,800.00 and gave the stock 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 assigned a Hold rating to the stock. According to data from MarketBeat.com, Booking currently has a consensus rating of “Moderate Buy” and a consensus target price of $6,171.56.

Booking Trading Down 3.6%

Booking stock opened at $4,159.10 on Tuesday. The stock has a fifty day moving average price of $5,140.62 and a 200 day moving average price of $5,242.37. Booking has a 52 week low of $4,096.23 and a 52 week high of $5,839.41. The firm has a market capitalization of $134.05 billion, a P/E ratio of 27.03, a PEG ratio of 0.93 and a beta of 1.21.

Insider Activity

In other news, CEO Glenn D. Fogel sold 953 shares of the company’s stock in a transaction on Thursday, January 15th. The shares were sold at an average price of $5,181.34, for a total value of $4,937,817.02. Following the completion of the transaction, the chief executive officer directly owned 19,615 shares in the company, valued at approximately $101,631,984.10. This represents a 4.63% decrease in their ownership of the stock. The sale was disclosed in a document filed with the Securities & Exchange Commission, which can be accessed through this link. Also, Director Robert J. Mylod, Jr. sold 40 shares of Booking stock in a transaction on Monday, February 2nd. The stock was sold at an average price of $5,105.36, for a total transaction of $204,214.40. Following the sale, the director directly owned 840 shares in the company, valued at $4,288,502.40. This trade represents a 4.55% decrease in their position. The SEC filing for this sale provides additional information. Insiders have sold 3,124 shares of company stock worth $16,194,538 over the last 90 days. Company insiders own 0.16% of the company’s stock.

Institutional Inflows and Outflows

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

Booking News Summary

Here are the key news stories impacting Booking this week:

• Positive Sentiment: Gordon Haskett upgraded BKNG to a “Buy,” providing a near-term catalyst that could support the stock if earnings meet expectations. Gordon Haskett Upgrades Booking
• Positive Sentiment: Analysts and previews suggest Booking may report earnings growth and has metrics consistent with a potential beat, which can be supportive if the company delivers. Booking Holdings (BKNG) Earnings Expected to Grow
• Positive Sentiment: Deep-dive analyst-projection pieces highlight specific key metrics investors will watch in the Q4 release — guidance here could quickly shift the stock. What Analyst Projections for Key Metrics Reveal
• Neutral Sentiment: Booking.com named official travel partner of the Route 66 Centennial — a marketing/brand positive but unlikely to move near-term fundamentals materially. Booking.com Named Official Travel Partner
• Neutral Sentiment: KAYAK consumer data (Valentine’s travel picks) is positive for brand engagement but is largely PR-driven and not a near-term earnings driver. KAYAK Valentine’s Destination Study
• Neutral Sentiment: Calendar note: BKNG is projected to report earnings imminently, keeping the stock sensitive to any surprise in results or guidance. Booking Projected to Post Earnings
• Neutral Sentiment: Short-interest feeds show reported increases in February, but the published figures appear inconsistent (zero-share totals), so treat those data as unreliable until confirmed by official exchange reports.
• Negative Sentiment: A Seeking Alpha piece highlights a “challenging start to 2026” for Booking and argues recent weakness may reflect real near-term pressure on demand and margins; negative narratives like this can amplify selling ahead of earnings. Booking Holdings Q4 Earnings: Challenging Start
• Negative Sentiment: Market commentary notes BKNG underperformed the broader market today, attributing the drop to a combination of profit-taking after a strong run, cautious forward guidance risk, and the pre-earnings positioning of investors. Why Booking Holdings Dipped More Than Market

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.