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

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Booking Holdings Inc. (BKNG)

195.13

-4.47 (2.24%)

as of Sep 3, 2026, 8:00:00 pm Market Open.

116 watching

Investor Insights

Sep 3, 2026, 12:00 am

This summary was created by AI, based on 9 opinions in the last 12 months.

Booking Holdings Inc. (BKNG) has exhibited a strong growth trajectory over the past two decades, with a 30% compounded total shareholder return. Despite recent stock declines attributed to fears surrounding AI and geopolitical challenges, experts highlight the company's robust fundamentals and sophisticated use of AI that enhances customer experience and operational efficiency. The company continues to generate double-digit growth and return substantial capital through share buybacks, indicating strong cash flow management. Analysts express a mixed outlook, with some viewing current prices as attractive opportunities for long-term gains while others caution about technical signals and consumer spending concerns. Overall, the sentiment remains cautiously optimistic with a focus on the enduring demand for experiential travel.

Consensus

Buy

Valuation

Undervalued

Similar

EXPE

BUY

The former Priceline (and currently owns several online travel companies) is noted for its share buybacks (buying 8% of shares this year). Shares are up 52% this year.

COMMENT

Shares are popping 9% on earnings. He wonders about future bookings into the fall, which could be the canary in the coalmine; people can book trips ahead, but cancel later. Capacities have been tight in planes and lodging. What will cancellations be like? Also, he's not sure business travel will return this fall, given the work from home trend.

HOLD

Shares are popping 9% on earnings. They have a lot more international exposure than Expedia. Also good was that their US business was up nearly 10%. Also, there's no sign of slowing in travel. She's sticking with her position and make take profits later.

PAST TOP PICK

(A Top Pick Jul 12/22, Up 62%)

Fabulous company that was thrown in the trash. Controls lots of franchises within the ecosystem of the travel industry, and doing a great job. Growth rates are probably around 20% per year.

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.

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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.

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Booking Holdings Inc. (BKNG)