Booking Holdings Inc. (BKNG) Buy, Sell or Hold

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Booking Holdings Inc. (BKNG)

174.02

+9.08 (5.51%)

as of Jun 15, 2026, 1:40:53 pm Market Open.

110 watching

Investor Insights

Jun 14, 2026, 12:00 am

This summary was created by AI, based on 8 opinions in the last 12 months.

Booking Holdings Inc. (BKNG) is experiencing volatility, particularly after a significant stock split and concerns surrounding the impact of AI on its business model. Despite a recent dip of around 30% and a current price below its 200-day moving average trendline, many analysts express optimism about the company's potential for 16% growth in the long term, driven by positive secular tailwinds from the travel sector. While some see the AI evolution as a risk, it may also represent an opportunity for enhancement within their sophisticated online booking engine. There is confidence in the strength of the company's brand, balance sheet, and partnerships with major platforms like META and GOOG, reinforcing the notion that the company remains a robust player in the travel market. However, the technical indicators currently do not favor new buyers, and a cautious approach is advised by several experts.

Consensus

Hold

Valuation

Fair Value

Similar

EXPE

PARTIAL SELL

She trimmed her holding recently. It's outperformed the market the past year and has had a good run. It's a discretionary and tech and about travel which is doing well, though possibly could slow. But still likes it and remains a large holding.

PAST TOP PICK

(A Top Pick Mar 10/22, Up 20%)

Not the value it was, but still good value. Growing rapidly. Asset light model was beneficial during pandemic. Estimated to earn $125 EPS in 2023. Notes that revenge travel won't go on forever. Well managed.

PAST TOP PICK

(A Top Pick Nov 24/21, Down 14%) He sold on macro and geopolitical environment. Majority of revenue comes from Europe. Recession worries, war and energy crisis have impacted it negatively. On the flipside, sees travel surging. Business travel will lag.

TOP PICK

no price target given They own Booking.com, Priceline, Kayak, Open Table and RentalCars.com They cross-sell. Expects them to earn $100 per share in 2022 and $150 by 2025. Little debt. Reasonable PE in the high-10s. Great entry point now.

PAST TOP PICK

(A Top Pick May 19/21, Down 3%) Strong quarterly earnings, upped guidance. Huge pent-up demand. Sunny skies ahead. People in Europe are travelling, and most revenue comes from there. It will be a higher beta name based on news headlines.

BUY

The market prefers Growth at a Reasonable Price (GARP) stock as rates rise and tech is unfashionable. The PEG ratio is a key metric. These shares pay big dividends or buyback shares. The same story as Expedia: rapid earnings growth, a cheap valuation, a travel recovery tailwind. BH is more international than Expedia, which may be an issue given Covid in China. BH is down 20% off all-time highs, so that worry is baked in. Expedia is a little less risky than BKNG.

WEAK BUY

It's a play on travel which is seeing enormous bookings and full planes, but airlines and cruiselines are struggling with rocketing fuel and worker costs.

BUY

Pandemic, rising inflation and fuel costs have been hard on business. Travel increasing which is good future revenue. Stock price presenting good buying opportunity. Will continue to hold.

Unspecified

Leading online travel agency. Since it has more exposure to Europe it's too hard to analyze because of what might happen with travel in Europe. Therefore he is on the sidelines.

TOP PICK

He's bought and sold over the years. A 21st century answer to the travel business. Incredibly efficient. Expects over $90 EPS this year, expects at least $150 EPS by mid-decade. Bottom-up fundamentals plus top-down macro tailwinds. No dividend. (Analysts’ price target is $2665.44)

BUY

Great technicals now. They showed good bookings last year until Omicron hit them hard. But the credit card companies, even Citi, indicate signs of major travel spending in the next 6 months. Bookings' labour costs are low compared to service companies. She sees more than a 30% return over the coming year.

BUY

Allan Tong’s Discover Picks Though BKNG pays no dividend and trades at 244x earnings, the stock boasts an operating margin of 13.6% and a profit margin of 4.06% while its ROE stands at 7.15%. That beats its rival Expedia at -9.39%, -10.65% and -59.16%. Further, stock performance has been encouraging with BKNG beating earnings in the last three of four quarters. Of course, any stock in the travel sector will get hammered on any Omicron news. On Black Friday, shares tanked by 7.2%. Again, consider those buying opportunities. Read Travel Stocks for 2022 + 1 Low Risk ETF for our full analysis.

TOP PICK

World's largest travel agency by revenue. In over 220 countries. With vaccines accelerating worldwide especially in kids, and anti-viral pills, could boost travel well beyond pre-pandemic levels as pent-up demand will create "revenge travel". Earnings next year should surpass pre-pandemic levels. Stock's come off, so this is an opportunity. No dividend. (Analysts’ price target is $2758.81)

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Curated by Allan Tong since 2019.
99+ opinions with 4.15 rating.

TOP PICK

This is a tech, travel and reopening giant that will benefit as more countries allow their people to travel, which will unleash pent-up demand. It's a large travel company that owns Booking.com, Kayak.com, Priceline.com and Rentalcars.com. Use BKNG to book plane tickets, hotel rooms and rental cars, often at a discount. Like all travel stocks, BKNG was hammered by Covid, but will benefit from a strong bounceback. Though operating at a $311 million loss last quarter (all figures in USD), BKNG did hold $12 billion in cash, just slightly below its $14 billion debt. Americans are traveling like mad, what one analyst has termed “travel revenge,” but the States accounts for less than a third of BKNG's business. Rather, overseas, particularly Europe, is BKNG's bread and butter, and Europe is starting to reopening beyond the U.K. The street has eight buys and eights holds on the stock at a US$2,581 price target. Caveats: Booking Holdingspays no dividend, and shares are floating under US$2,200 these days.

TOP PICK

World's largest by sales. Tremendous pent-up demand for travel, which will be unleashed as vaccinations rise and Covid cases decline. Revenues may even surpass pre-pandemic levels. No dividend. (Analysts’ price target is $2521.37)

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