BKNG

Booking Holdings

$181.25

+7.29%
Jun 24, 2026
Bobby Quantitative Model
Booking Holdings Inc. is the world's largest online travel agency, operating a portfolio of leading brands including Booking.com, Agoda, OpenTable, Rentalcars.com, and Kayak. The company's dominant market position is built on its massive global inventory and network effects, functioning as a powerful platform connecting travelers with accommodations, flights, rental cars, and dining. The current investor narrative is intensely focused on the interplay between strong underlying financial performance and significant external headwinds, specifically the ongoing demand shock from Middle East geopolitical tensions, which recently forced a guidance cut and has overshadowed robust quarterly earnings.

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BKNG 12-Month Price Forecast

Historical Price
Current Price $181.25
Average Target $181.25
High Target $208.43749999999997
Low Target $154.0625

Wall Street consensus

Most Wall Street analysts maintain a constructive view on Booking Holdings's 12-month outlook, with a consensus price target around $235.62 and implied upside of +30.0% versus the current price.

Average Target

$235.62

9 analysts

Implied Upside

+30.0%

vs. current price

Analyst Count

9

covering this stock

Price Range

$145 - $236

Analyst target range

Buy
2 (22%)
Hold
4 (44%)
Sell
3 (33%)

Analyst coverage for BKNG is robust, with 9 analysts providing estimates. The consensus sentiment leans bullish, as evidenced by recent institutional actions including upgrades from firms like Morgan Stanley to 'Overweight' in February 2026. The average target price is derived from estimated metrics: the consensus EPS estimate for the forward period is $19.37, and the consensus revenue estimate is $40.06 billion. While a specific dollar price target is not provided in the data, the implied valuation from the forward PE of 13.96x and the EPS estimate suggests a target in the range of $270, which would represent significant upside from the current price near $172. The target range is wide, with a low EPS estimate of $18.86 and a high of $19.90, indicating some variance in expectations. The high target likely assumes a resolution of geopolitical tensions, a return to robust travel demand growth, and successful execution on AI and platform initiatives. The low target likely factors in prolonged demand weakness, margin pressure from competition, and potential further guidance cuts. The recent flurry of analyst actions in February 2026, all reaffirming Buy or equivalent ratings, suggests strong institutional conviction in the long-term story despite near-term headwinds.

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BKNG Technical Analysis

The stock is in a pronounced downtrend, with a 1-year price change of -18.76% and a 6-month decline of -20.38%, significantly underperforming the broader market. As of the latest close of $171.78, the price is trading near the lower end of its 52-week range ($150.14 to $233.58), positioning it at approximately 20.5% above the 52-week low. This proximity to multi-year lows suggests the market is pricing in substantial pessimism, presenting a potential value opportunity but also the risk of further downside if fundamentals deteriorate. Recent momentum shows a sharp divergence, with a strong 1-month gain of 11.16% contrasting sharply with the negative 3-month change of -0.68%. This recent rally, which includes a relative strength of +10.42% versus the S&P 500, indicates a potential short-term relief bounce or mean reversion attempt within the context of a longer-term bearish trend. Key technical support is clearly defined at the 52-week low of $150.14, while resistance lies at the 52-week high of $233.58. A sustained breakdown below $150 would signal a continuation of the bear market, whereas a recovery above the recent highs near $192 could indicate a trend reversal. The stock's beta of 1.088 indicates it is moderately more volatile than the market, which is important for risk management given the stock's current high volatility and 33.75% maximum drawdown.

Beta

1.09

1.09x market volatility

Max Drawdown

-33.8%

Largest decline past year

52-Week Range

$150-$234

Price range past year

Annual Return

-17.3%

Cumulative gain past year

PeriodBKNG ReturnS&P 500
1m+12.5%-1.7%
3m+7.5%+13.7%
6m-16.7%+6.2%
1y-17.3%+20.8%
ytd-14.9%+7.5%

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BKNG Fundamental Analysis

Revenue growth remains robust but shows signs of deceleration from peak pandemic recovery levels. The most recent quarterly revenue (Q4 2025) was $6.35 billion, representing a year-over-year growth of 16.05%. However, this growth rate has moderated from the stronger performance seen in prior quarters of 2025, such as Q3's $9.01 billion revenue. Segment data reveals the business is primarily driven by Merchant Revenue of $4.25 billion, supplemented by Agency Revenue of $1.79 billion, indicating a healthy mix. The company is highly profitable, with Q4 2025 net income of $1.43 billion and a net margin of 20.08%. The operating margin for the quarter was a strong 34.48%, though it has fluctuated quarter-to-quarter, reflecting the seasonal and variable cost nature of the travel business. The gross margin is reported at 100% due to the company's agency model, where it recognizes the full booking value as revenue with no direct cost of revenue. The balance sheet and cash flow position is exceptionally strong, underpinning financial resilience. The company generated substantial free cash flow of $9.09 billion on a trailing twelve-month basis. It holds a massive cash position of $17.2 billion as of Q4 2025, providing a significant buffer against market downturns. The current ratio is a healthy 1.33, indicating good short-term liquidity, though the debt-to-equity ratio of -3.46 is an accounting artifact due to negative shareholder equity from aggressive share buybacks, not a traditional solvency concern.

Quarterly Revenue

$6.3B

2025-12

Revenue YoY Growth

+0.16%

YoY Comparison

Gross Margin

+1.00%

Latest Quarter

Free Cash Flow

$9.1B

Last 12 Months

Revenue & Net Income Trends (2 Years)

Revenue Breakdown

Advertising and other revenues
Agency Revenue
Merchant Revenue

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Valuation Analysis: Is BKNG Overvalued?

Given the company's substantial net income of $1.43 billion in the last quarter, the primary valuation metric is the Price-to-Earnings (PE) ratio. The trailing PE ratio is 32.16x, while the forward PE is significantly lower at 13.96x. This large gap implies the market expects a substantial earnings recovery or growth in the coming year, likely pricing in a rebound from recent geopolitical headwinds. Compared to sector averages, Booking's trailing PE of 32.16x is not directly comparable without a provided industry average, but its forward PE of 13.96x appears reasonable for a market leader. The Price-to-Sales (PS) ratio of 6.46x and EV-to-Sales of 5.03x provide alternative views, suggesting the market values each dollar of sales at a premium, justified by the company's high profitability and platform dominance. Historically, the stock's current trailing PE of 32.16x sits below its own historical range observed in recent quarters, which has seen figures as high as 138.73x (Q4 2023) and as low as 9.76x (Q3 2022). This places the current valuation in a moderate zone within its own history, suggesting the market is neither excessively optimistic nor deeply pessimistic relative to the company's own earnings trajectory over the past few years.

PE

32.2x

Latest Quarter

vs. Historical

High-End

5-Year PE Range -434x~139x

vs. Industry Avg

N/A

Industry PE ~N/A*

EV/EBITDA

19.1x

Enterprise Value Multiple