NASDAQ:BKNG
Booking Holdings Inc. (BKNG)
184.40
-0.16 (0.09%)
as of Jul 2, 2026, 10:54:58 pm Market Open.
113 watching
Financials 
Technical Analysis 0
Investor Insights
Jul 5, 2026, 12:00 amThis summary was created by AI, based on 9 opinions in the last 12 months.
Experts display mixed sentiments on Booking Holdings Inc. (BKNG-Q), navigating concerns around AI's impact on the travel industry while acknowledging the company's strengths. The stock recently underwent a notable decline, attributed to both geopolitical factors and market fears regarding consumer spending in travel sectors. However, many analysts argue that despite these challenges, the appetite for experiential travel remains resilient, and growth forecasts remain optimistic, notably in the Asian market. Reassurances are also provided regarding BKNG's robust business model, solid earnings growth, and a strategic focus on AI to enhance user experiences. The overall market sentiment is cautiously positive, suggesting a potential for recovery and growth in the coming years.
Consensus
Hold
Valuation
Fair Value
Similar
EXPE
PAST TOP PICK
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.
Gordon ReidOwned
department stores
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.
Gordon ReidOwned
department stores
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.
Stan WongOwned
department stores
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.
department stores
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.
Stan WongOwned
department stores
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)
Gordon ReidOwned
department stores
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.
department stores
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.
Stockchase DiscoverOwned
department stores
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)
Stan WongOwned
department stores
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Premium contentTOP 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.
department stores
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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.