Yahoo · Sep 15, 2026
Booking Holdings (BKNG) Registers a Bigger Fall Than the Market: Important Facts to Note
Booking Holdings (BKNG) closed at $171.3 in the latest trading session, marking a -2.31% move from the prior day.
NASDAQ · BKNG
Booking Holdings Inc.
Consumer Cyclical · Travel Services
$171.32
Down-$4.03 (-2.30%)
Updated Sep 16, 2026, 11:04 AM
SID Score
5.1/10
Composite research score
Smart Money
49/100
Neutral
- Market cap
- 170.17B
- P/E ratio
- 33.89
- Dividend yield
- 22.41%
- 52-week range
- $150.14 – $5,520.15
- Volume
- 9.06M
- Avg. volume
- 283.4K
Price performance
BKNG price history
1M range · 20 trading sessions · Daily adjusted prices
BKNG closed at $171.32 after 20 trading sessions, down 17.73% for the selected period.
- Last close
- $171.32
- Period change
- -17.73%
- Period low
- $171.32
- Period high
- $213.78
Daily close
View OHLC price history
| Date | Open | High | Low | Close | Volume |
|---|---|---|---|---|---|
| Sep 15, 2026 | $173.775 | $175.00 | $169.90 | $171.32 | 9.06M |
| Sep 14, 2026 | $176.12 | $182.00 | $174.57 | $175.35 | 8.33M |
| Sep 11, 2026 | $176.61 | $176.78 | $171.53 | $173.92 | 5.78M |
| Sep 10, 2026 | $172.04 | $176.905 | $171.102 | $174.33 | 6.42M |
| Sep 9, 2026 | $176.37 | $177.55 | $170.12 | $173.43 | 12.08M |
| Sep 8, 2026 | $191.58 | $192.00 | $179.53 | $180.30 | 10.89M |
| Sep 4, 2026 | $193.99 | $195.55 | $192.19 | $193.29 | 6.32M |
| Sep 3, 2026 | $200.59 | $203.26 | $194.68 | $195.13 | 7.38M |
| Sep 2, 2026 | $196.67 | $200.62 | $195.73 | $199.60 | 4.85M |
| Sep 1, 2026 | $198.40 | $201.43 | $195.15 | $195.69 | 5.3M |
| Aug 31, 2026 | $203.98 | $203.98 | $198.845 | $199.09 | 5.06M |
| Aug 28, 2026 | $203.58 | $207.56 | $203.06 | $205.63 | 3.59M |
| Aug 27, 2026 | $207.56 | $207.76 | $201.76 | $202.56 | 5.42M |
| Aug 26, 2026 | $214.45 | $215.585 | $208.06 | $208.89 | 4.01M |
| Aug 25, 2026 | $214.10 | $217.32 | $211.8672 | $213.78 | 5.53M |
| Aug 24, 2026 | $210.84 | $215.05 | $210.79 | $213.36 | 4.91M |
| Aug 21, 2026 | $210.04 | $211.63 | $206.29 | $209.62 | 4.5M |
| Aug 20, 2026 | $212.00 | $213.00 | $209.51 | $209.87 | 3.85M |
| Aug 19, 2026 | $208.20 | $216.42 | $207.44 | $213.00 | 5.14M |
| Aug 18, 2026 | $205.75 | $211.64 | $204.81 | $208.25 | 4.54M |
Latest BKNG news
The latest Smart Investors Daily articles mentioning BKNG.
Stock researchCompany · Overview
BKNG research
Overview
Company profile and research snapshot.
Company profile
Booking is the world's largest online travel agency by sales, offering booking and payment services for hotel and alternative accommodation rooms, airlines, rental cars, restaurants, cruises, experiences, and other vacation packages. The company operates several branded travel booking sites, including Booking.com, Agoda, OpenTable, Rentalcars.com, Kayak, and Momondo. Transaction fees for online bookings account for the bulk of revenue and profits.
Visit company websiteAnalyst outlook
Consensus and target data currently published for this company.
- Consensus
- Buy
- Average target
- $6,078.47
- Implied upside
- —
- Analysts
- 31
| Date | Firm | Rating | Target |
|---|---|---|---|
| Sep 1, 2026 | Rosenblatt | Buy | — |
| Aug 27, 2026 | BTIG | Buy | — |
| Aug 24, 2026 | Evercore ISI Group | Outperform | — |
| Aug 10, 2026 | Argus Research | Buy | — |
| Aug 5, 2026 | Wells Fargo | Equal-Weight | — |
News briefing
Generated Sep 15, 2026, 9:05 PM
Why Is BKNG Down Today? AI Momentum Offset by EU Regulatory Headwinds
Booking Holdings shares declined 2.30% today as investors digest mixed signals from the company's aggressive AI strategy expansion and mounting regulatory challenges in Europe. While management is aggressively pushing its AI-powered Connected Trip platform and Agoda's new AI assistant gains traction, an EU growth roadblock appears to be tempering investor enthusiasm.
Bottom line: BKNG's sell-off appears tactical rather than fundamental, driven by near-term EU regulatory concerns despite the company's solid AI momentum and resilient demand backdrop. Investors should monitor regulatory developments in Europe closely while watching quarterly metrics on Connected Trip adoption and AI assistant engagement, as these will likely determine whether today's weakness represents a buying opportunity or signals deeper challenges ahead.
Yahoo · Sep 15, 2026
Agoda Begins Limited Public Beta of New AI Assistant That Turns Travel Ideas into Bookable Trips
Digital travel platform Agoda has begun the beta rollout of its new AI Assistant, designed to help travelers turn their travel ideas into personalized, bookable trips. Available initially to a select group of Agoda mobile app users, the AI Assistant marks a new chapter in how travelers can plan, book, and manage an entire trip in one place.
Yahoo · Sep 14, 2026
Booking Holdings (BKNG)’s Growth Strategy Hits an EU Roadblock
Booking Holdings Inc. (NASDAQ:BKNG) has lost its legal fight against the European Union’s decision to block its €1.63 billion ($1.90 billion) purchase of ETraveli. The EU’s General Court agreed with regulators that the deal could have made Booking even more powerful in hotel bookings. The concern was fairly straightforward: ETraveli would have given Booking a […]
Yahoo · Sep 14, 2026
Agoda Astrological Travel Guide: Hidden Gems in Asia for Every Star Sign
Digital travel platform Agoda has shared a curated guide blending astrology and travel that gives zodiac enthusiasts the opportunity to explore the destinations in Asia that align with their star signs. Moving beyond mainstream destinations, this astrological travel trend offers a personalized journey through Asia's lesser-known yet charming locales that are perfectly suited for every personality.
AI research layers
Interpretive context generated from the platform’s current data sources.
Booking Holdings Inc. Stock Performance
Booking Holdings Inc. has experienced significant downward pressure across multiple timeframes, per SID market data. The stock currently trades at $171.32, reflecting a daily decline of approximately 0.42% and a steep one-month loss of 19.21%. Over the trailing twelve months, shares have shed $96.76 in value. The stock is trading well below both key moving averages, sitting roughly 11.4% under its 50-day moving average of $193.42 and dramatically below its 200-day moving average of $1,971.37, according to Massive/Polygon technical data. The 14-day relative strength index registers at just 15.2, placing the stock deep in oversold territory. Average daily trading volume stands at approximately 283,405 shares. Booking Holdings carries a beta of 1.254, indicating higher volatility relative to the broader market. The company's market capitalization currently sits at approximately $170.17 billion despite the sustained price deterioration across all measured periods.
Booking Holdings Inc. Valuation Analysis
Booking Holdings Inc. trades at a price-to-earnings ratio of 33.89, which sits at a premium relative to the broader Consumer Cyclical sector, per SID market data. The PEG ratio of 5.19 suggests the stock's earnings growth rate does not proportionally justify its current P/E multiple, according to SEC filings. Notably, the company reports a negative price-to-book ratio of -36.10, indicating that Booking Holdings carries negative book value on its balance sheet, a characteristic often associated with companies that have engaged in substantial share buyback programs exceeding accumulated equity. The company does maintain a modest dividend yield of approximately 0.73%. Within the Consumer Cyclical classification, Booking Holdings' valuation metrics reflect a business commanding premium pricing based on earnings power rather than asset value. The combination of an elevated PEG ratio and negative book value presents a distinctive valuation profile among large-cap travel and leisure peers.
Smart Money Activity for BKNG
Booking Holdings Inc. registers a composite smart money score of 49 out of 100, reflecting a neutral overall signal, per SID market data. Institutional positioning scores a perfect 25 out of 25, indicating maximum institutional conviction and significant fund ownership in the stock. In contrast, insider activity scores 0 out of 25, driven by uniformly bearish insider transactions. According to SEC Form 4 filings, there have been 8 insider trades over the past 90 days, all of which were sales with zero insider purchases recorded during that period. Dark pool activity registers at 12 out of 25, suggesting moderate levels of off-exchange institutional trading. Congressional trading activity also scores 12 out of 25, per 13F institutional filings, indicating middling legislative interest. The stark divergence between maximum institutional confidence and zero insider buying creates a notable tension in the smart money landscape. This disconnect between corporate insiders consistently selling and institutions maintaining heavy positions warrants close monitoring as the stock remains in deeply oversold technical conditions.
Booking Holdings Inc. Earnings Outlook
Booking Holdings Inc. has delivered consecutive earnings beats in its most recent reported quarters, according to company earnings reports. In the quarter reported on August 4, 2026, the company posted actual earnings of $2.54 per share against analyst estimates of $2.44, representing a positive surprise of $0.10. The prior quarter reported on April 28, 2026, similarly exceeded expectations with actual earnings of $1.14 versus estimates of $1.08, a $0.06 beat. Looking ahead, analysts project earnings of $2.44 per share for the upcoming quarter with results expected on July 28, 2026, per analyst estimates. A separate quarter dated February 19, 2026, carries a consensus estimate of $48.82 per share, reflecting the seasonally dominant booking period for the travel platform. The consistent pattern of modest upside surprises in reported quarters demonstrates management's ability to deliver results above Wall Street consensus, though the magnitude of beats has remained relatively contained.
Wall Street Analyst Ratings for BKNG
Wall Street consensus on Booking Holdings Inc. leans predominantly bullish, according to recent analyst reports. On September 1, 2026, Rosenblatt initiated coverage with a Buy rating, adding a new bullish voice to the coverage universe, per SID consensus data. BTIG reiterated its Buy rating on August 27, 2026, while Evercore ISI Group maintained its Outperform designation on August 24, 2026. Argus Research also upheld its Buy recommendation on August 10, 2026. Among the five most recent analyst actions, four carry explicitly positive ratings — three Buy designations and one Outperform — while Wells Fargo maintained its Equal-Weight rating on August 5, 2026, representing the sole neutral stance. Notably, none of the recent analyst actions reflect downgrades or bearish ratings, and all maintenance ratings reaffirm previously established positive positions. The absence of any Sell or Underperform ratings among recent coverage updates reflects broad Street-level confidence in Booking Holdings' fundamental positioning despite the stock's recent price weakness and deeply oversold technical readings.
