Insider Selling: Booking (NASDAQ:BKNG) Director Sells $204,214.40 in Stock

Booking Holdings Inc. (NASDAQ:BKNG) Director Robert Mylod, Jr. sold 40 shares of Booking stock in a transaction on Monday, February 2nd. The shares were sold at an average price of $5,105.36, for a total transaction of $204,214.40. Following the transaction, the director owned 840 shares in the company, valued at approximately $4,288,502.40. This trade represents a 4.55% decrease in their position. The transaction was disclosed in a filing with the SEC, which is available through the SEC website.

Booking Stock Performance

Shares of BKNG stock opened at $4,443.42 on Friday. The stock has a fifty day simple moving average of $5,211.89 and a two-hundred day simple moving average of $5,291.13. The firm has a market capitalization of $143.21 billion, a PE ratio of 28.88, a PEG ratio of 0.99 and a beta of 1.21. Booking Holdings Inc. has a 52-week low of $4,096.23 and a 52-week high of $5,839.41.

Analysts Set New Price Targets

A number of research firms recently commented on BKNG. B. Riley boosted their price target on Booking from $6,700.00 to $6,800.00 and gave the stock a “buy” rating in a report on Wednesday, October 29th. Argus lifted their price objective on shares of Booking from $6,000.00 to $6,400.00 and gave the company a “buy” rating in a research report on Tuesday, January 6th. The Goldman Sachs Group reissued a “neutral” rating and issued a $5,920.00 target price on shares of Booking in a report on Tuesday, January 27th. Citizens Jmp reaffirmed a “market perform” rating on shares of Booking in a research note on Wednesday. Finally, Barclays lifted their price target on shares of Booking from $6,000.00 to $6,250.00 and gave the company an “overweight” rating in a report on Wednesday, October 29th. One research analyst has rated the stock with a Strong Buy rating, twenty-seven have given a Buy rating and ten have given a Hold rating to the company’s stock. According to data from MarketBeat.com, the stock presently has a consensus rating of “Moderate Buy” and an average price target of $6,195.63.

Booking News Summary

Here are the key news stories impacting Booking this week:

• Positive Sentiment: Mizuho upgraded BKNG to an “outperform” with a $6,000 price target, signaling confidence in Booking’s long‑term earnings potential and providing a substantive positive anchor for buyers. Read More.
• Positive Sentiment: Mizuho also published commentary saying AI‑related selling is “overblown” and that recent weakness could be a buying opportunity — this frames the recent pullback as tactical rather than structural. Read More.
• Positive Sentiment: KeyCorp kept an overweight stance while trimming its price target slightly, which still implies meaningful upside from current levels and may support longer‑term investor interest. Read More.
• Positive Sentiment: Several bullish writeups (a “bull case” piece) are circulating arguing the pullback is a buying opportunity based on cash flow, buybacks, loyalty/AI initiatives and Agoda exposure — these narratives can attract value buyers. Read More.
• Neutral Sentiment: Citizens/JMP reportedly reaffirmed a “market perform” rating in some coverage notes — a neutral stance that removes immediate upward analyst pressure but doesn’t signal fresh deterioration. Read More.
• Negative Sentiment: Citizens (different report) issued a downgrade in coverage, which likely contributed to selling pressure and headline weakness—investors often react quickly to downgrade headlines. Read More.
• Negative Sentiment: Insider selling: a director disclosed a small sale (40 shares). The dollar amount is modest and not materially informative, but it can be read negatively by short‑term traders. Read More.
• Negative Sentiment: Market reaction and algorithmic flows: commentary notes a sharp intraday drop and heavier trading that amplified declines — this mechanical selling can worsen momentum short‑term even if fundamentals remain intact. Read More.

Institutional Investors Weigh In On Booking

A number of hedge funds have recently bought and sold shares of BKNG. Jones Financial Companies Lllp grew its stake in Booking by 7.7% in the third quarter. Jones Financial Companies Lllp now owns 6,914 shares of the business services provider’s stock worth $38,132,000 after purchasing an additional 492 shares in the last quarter. Y Intercept Hong Kong Ltd raised its position in Booking by 15.6% during the 2nd quarter. Y Intercept Hong Kong Ltd now owns 511 shares of the business services provider’s stock valued at $2,958,000 after purchasing an additional 69 shares in the last quarter. Donaldson Capital Management LLC lifted its holdings in shares of Booking by 59.6% in the 3rd quarter. Donaldson Capital Management LLC now owns 1,119 shares of the business services provider’s stock worth $6,042,000 after buying an additional 418 shares during the period. Vontobel Holding Ltd. grew its position in shares of Booking by 18.6% during the 2nd quarter. Vontobel Holding Ltd. now owns 75,534 shares of the business services provider’s stock worth $437,284,000 after buying an additional 11,829 shares in the last quarter. Finally, Panagora Asset Management Inc. grew its position in shares of Booking by 67.3% during the 2nd quarter. Panagora Asset Management Inc. now owns 30,210 shares of the business services provider’s stock worth $174,893,000 after buying an additional 12,148 shares in the last quarter. Hedge funds and other institutional investors own 92.42% of the company’s stock.

About Booking

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.