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

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Booking Holdings Inc. (BKNG)

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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

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.

PAST TOP PICK

(A Top Pick September 19, 2017. Up 2%). This is one of the most successful companies on the exchange. There are some issues for the company, coming out of its advertising. They are trying to remedy that to get higher margin growth. He thinks the company has a good future.

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Booking Holdings Inc. (BKNG)