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

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Booking Holdings Inc. (BKNG)

184.40

-0.16 (0.09%)

as of Jul 2, 2026, 10:54:58 pm Market Open.

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Investor Insights

Jul 5, 2026, 12:00 am

This 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

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)

PAST TOP PICK

(A Top Pick Jan 30/20, Up 18%) Continues to buy. Growth from emerging markets over the next 10 years is quite strong. Normalization of activity will bring revenue to pre-pandemic levels by 2022. Diversified.

DON'T BUY

Buy this in advance of a Covid vaccine? One day, travel will come, but don't buy this yet.

PAST TOP PICK

(A Top Pick Aug 22/19, Down 3%) An online travel marketing machine without fixed costs. Adversely affected by the pandemic. He sold. Market is building up the price on hopes of a vaccine and a recovering economy. Likes the concept, but not the right time.

DON'T BUY

He has looked closely at it and the biggest struggle was trying them out and getting moved to Google. He would rather avoid it.

PARTIAL BUY

We don't know the magnitude of coronavirus effect. High growth name. Largest online company. Likes it. Very sold off. 16x earnings, with 13% growth rate. Stock's trading in a worst case scenario. A bit concerning that it's below 200-day moving average. Layer in, don't take a full position.

PAST TOP PICK

(A Top Pick Jan 22/19, Up 9%) They're in a very competitive space with many booking vacations online. Also, the virus has hit them. But margins in this sector will be tight.

TOP PICK

In general, taking advantage of recent downturn. Largest online travel agency. Operate a number of brands. 17x earnings, 15% growth rate. PEG ratio of 1.1. May still be choppiness ahead, but a good opportunity. Stock is oversold. No dividend. (Analysts’ price target is $2150.19)

PAST TOP PICK

(A Top Pick Jan 22/19, Up 10%) Competition has since gotten fierce, so he sold it. It's still a good sector because of growing demand from Asian tourists. He made some money.

WEAK BUY

Growth-oriented. Trading at 16-17x earnings, with a 16% growth rate, so PEG is cheap. But can be affected by global macro picture, so be somewhat careful. Valuation is good for type of growth you're looking at right now.

TOP PICK

Former priceline.com. It is not cheap but their earnings are over $100 per share. That is below 20 times but growing quickly. (Analysts’ price target is $2085.37)

PAST TOP PICK

(A Top Pick Jun 07/18, Down 13%) The former PriceLine company. He still likes this holding. It has been one of the most successful NYSE listing in the past two decades. He originally bought it for under $20 over 15 years ago. The company will make $100 per share this year. It trades at about 18 times earnings, in line with how fast revenues are growing. It continues to expand and has thousands of property listings, including Europe. He would continue to hold it.

PAST TOP PICK

(A Top Pick Jun 07/18, Down 21%) Their earnings deteriorated when they changed their advertizing approach. They are now seeing a sharp increase in bookings and he thinks the stock price will soon show this. This stock deserves a higher multiple. (Analysts’ price target is $116.00)

TOP PICK

They want to book every aspect of vacations--do it all. The growth of middle class tourism in Asia (China and India) is taking off, and Bookings will benefit. (Analysts’ price target is $2206.41)

PAST TOP PICK

(A Top Pick Oct 03/17, Down 2%) One of their strengths will be in Asia where there's a spike in Asian tourists. This is "experiential consumerism" where people value experiences over buying a house, particularly those under age 40. This kind of consumer spending is growing faster than the overall economy. This includes rock concerts and cruises in addition to travel.

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Booking Holdings Inc. (BKNG)