Booking (NASDAQ:BKNG) Price Target Raised to $266.00

Posted by Brian Himes on Aug 2nd, 2026

Booking (NASDAQ:BKNG – Free Report) had its target price increased by UBS Group from $249.00 to $266.00 in a research note released on Thursday,Benzinga reports. UBS Group currently has a buy rating on the business services provider’s stock.

A number of other analysts have also issued reports on BKNG. Wells Fargo & Company set a $214.00 target price on shares of Booking and gave the company an “equal weight” rating in a research note on Tuesday, June 30th. Wedbush initiated coverage on shares of Booking in a research note on Thursday, July 16th. They issued an “outperform” rating and a $211.00 price target on the stock. Robert W. Baird decreased their price objective on shares of Booking from $234.00 to $215.00 and set an “outperform” rating for the company in a report on Wednesday, April 29th. TD Cowen reissued a “buy” rating and issued a $230.00 price objective (down from $240.00) on shares of Booking in a research report on Wednesday, April 29th. Finally, Jefferies Financial Group boosted their price objective on shares of Booking from $180.00 to $190.00 and gave the company a “hold” rating in a research report on Tuesday, July 14th. One investment analyst has rated the stock with a Strong Buy rating, twenty-seven have issued a Buy rating and nine have assigned a Hold rating to the company. Based on data from MarketBeat.com, Booking presently has a consensus rating of “Moderate Buy” and a consensus price target of $227.23.

View Our Latest Stock Analysis on BKNG

Booking Stock Down 0.2%

Shares of Booking stock opened at $192.90 on Thursday. The stock’s fifty day moving average is $175.71 and its two-hundred day moving average is $176.89. Booking has a 52 week low of $150.14 and a 52 week high of $231.80. The company has a market capitalization of $149.47 billion, a PE ratio of 25.37, a price-to-earnings-growth ratio of 1.21 and a beta of 1.07.

Insider Transactions at Booking

In other news, VP Peter J. Millones sold 62,500 shares of the firm’s stock in a transaction on Tuesday, May 26th. The stock was sold at an average price of $163.67, for a total transaction of $10,229,375.00. Following the transaction, the vice president owned 425,075 shares in the company, valued at approximately $69,572,025.25. This trade represents a 12.82% decrease in their ownership of the stock. The sale was disclosed in a filing with the SEC, which is accessible through this link. The transaction was executed under a pre-arranged Rule 10b5-1 trading plan. Also, Director Robert J. Mylod, Jr. sold 5,000 shares of the firm’s stock in a transaction on Wednesday, July 29th. The shares were sold at an average price of $200.00, for a total value of $1,000,000.00. Following the transaction, the director owned 16,000 shares in the company, valued at approximately $3,200,000. This represents a 23.81% decrease in their position. The disclosure for this sale is available in the SEC filing. The transaction was executed under a pre-arranged Rule 10b5-1 trading plan. In the last 90 days, insiders have sold 68,625 shares of company stock valued at $11,445,375. 0.17% of the stock is currently owned by corporate insiders.

Institutional Inflows and Outflows

Institutional investors have recently added to or reduced their stakes in the business. Bogart Wealth LLC boosted its stake in shares of Booking by 3,475.0% during the second quarter. Bogart Wealth LLC now owns 143 shares of the business services provider’s stock valued at $25,000 after purchasing an additional 139 shares in the last quarter. Wilkerson Advisory Group LLC raised its stake in Booking by 3,550.0% in the second quarter. Wilkerson Advisory Group LLC now owns 146 shares of the business services provider’s stock worth $26,000 after buying an additional 142 shares in the last quarter. Daytona Street Capital LLC purchased a new stake in Booking during the fourth quarter worth $27,000. Legacy Bridge LLC purchased a new stake in Booking during the fourth quarter worth $27,000. Finally, Camelot Portfolios LLC purchased a new stake in Booking during the fourth quarter worth $27,000. Hedge funds and other institutional investors own 92.42% of the company’s stock.

Key Booking News

Here are the key news stories impacting Booking this week:

Positive Sentiment: Analyst support remains favorable. UBS raised its BKNG price target from $249 to $266 and reiterated a “Buy” rating. BMO Capital also maintained a “Buy” rating, while the broader analyst consensus remains “Moderate Buy” with an average target near $227, well above recent trading levels. UBS analyst update BMO Capital rating
Positive Sentiment: Booking’s latest reported quarter provided a solid operating base: adjusted earnings exceeded expectations, revenue reached $5.53 billion and increased 16.2% year over year. Investors may look for that momentum to continue in the second quarter.
Neutral Sentiment: Analysts are focused on second-quarter room nights, gross bookings, revenue, adjusted EBITDA and free cash flow. Results and management guidance will likely determine whether the recent weakness is temporary or signals a broader slowdown. Booking Q2 key metrics preview
Neutral Sentiment: Directors Robert Mylod Jr. and Vanessa Ames Wittman sold shares worth approximately $1 million and $216,000, respectively. Both trades were executed under pre-arranged Rule 10b5-1 plans, reducing their significance as a current signal about management’s outlook. SEC insider transaction filing
Negative Sentiment: The earnings outlook is cautious: analysts expect slower second-quarter growth as geopolitical and travel disruptions weigh on demand, while Connected Trip and artificial-intelligence investments may not fully offset the tougher environment. A miss on bookings, margins or guidance could increase volatility. Booking Q2 earnings outlook
Negative Sentiment: Competitive pressure is increasing as Bank of America launched a travel center offering hotels, flights, car rentals and activities, while other platforms are also targeting Booking’s customers and supplier relationships.

Booking Company Profile

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Booking Holdings Inc is a global online travel company that operates a portfolio of consumer brands and technology platforms that facilitate the search for and booking of travel services. The company’s businesses focus on accommodations, transportation and related travel services through consumer-facing websites and apps as well as partner distribution channels. Booking Holdings was originally founded as Priceline in the late 1990s and adopted the Booking Holdings name in 2018; it is headquartered in Norwalk, Connecticut.

Its core offerings include online reservations for hotels, vacation rentals and other lodging; flight and car rental search and booking; and ancillary services that support travel planning and on-property experiences.