bkng stock: Booking Holdings Inc. Guide

BKNG (Booking Holdings Inc.) Stock

bkng stock refers to the Nasdaq-listed shares of Booking Holdings Inc., the global online travel and restaurant reservation company that owns Booking.com, Priceline, Agoda, KAYAK and OpenTable. This article explains what bkng stock represents, how the company operates, key financial and trading identifiers, historical performance, strategy and risks, and where investors and researchers can find authoritative filings and updates. Readers will gain a practical, neutral overview suitable for beginners and informed readers seeking factual context.

Company overview

Booking Holdings Inc. is a consumer-facing online travel services company headquartered in Norwalk, Connecticut. Its core business model connects consumers with accommodation, transportation, activities and dining through multiple brands and marketplaces.

Core brands and products include:

• Booking.com: primary global accommodation marketplace for hotels and alternative stays.
• Priceline: branded travel platform focusing on packaged travel and discounts.
• Agoda: APAC-focused accommodation and travel platform.
• KAYAK: metasearch and travel comparison engine.
• OpenTable: restaurant reservation and dining services.

Booking monetizes primarily via commissions on bookings, merchant-model margins, advertising and fees for partner services. The company serves consumers and travel suppliers worldwide and operates localized sites and apps in many markets. As of the reporting cited below, Booking’s scale drives network effects and inventory depth across markets.

History and corporate evolution

• Founded origins: The company traces significant roots to Priceline, founded in the late 1990s as an online travel booking site.
• Growth by acquisition: Over time, Priceline Group expanded internationally and acquired several travel brands (including Booking.com, Agoda, KAYAK and OpenTable) to broaden global reach and product scope.
• Rebranding: In 2018, the Priceline Group changed its corporate name to Booking Holdings Inc. to reflect the global prominence of Booking.com and the broader portfolio.
• Strategic milestones: Key moves have included investments in mobile apps, API/partner integrations, metasearch functionality, and product expansions (e.g., alternative accommodations and bundled trips).

These milestones shaped Booking into a diversified online travel agent (OTA) and travel platform holding company serving multiple verticals in travel and dining.

Stock identifiers and trading information

• Ticker symbol: BKNG (commonly referenced in lowercase as bkng stock when searching).
• Exchange: Listed on the Nasdaq stock exchange.
• Trading hours: U.S. equity market hours (regular session) around 9:30 AM–4:00 PM Eastern Time; extended pre-market and after-hours trading may occur on supported platforms.
• ISIN / CUSIP: ISIN and CUSIP codes are published in official filings; confirm the most recent codes via the company’s investor relations or SEC filings for precise trading and settlement use.
• Liquidity and volume: BKNG shares trade with significant volume typical of large-cap consumer technology and travel names. Daily average volume fluctuates by market conditions; consult real‑time market data sources for current figures.
• Share structure: Publicly reported shares outstanding and free float are disclosed in the company’s quarterly and annual filings. Changes can occur due to buybacks, employee equity programs, or secondary offerings.

Note: For live quotes, current average volume and exact ISIN/CUSIP, use the company investor relations, official SEC filings and major market data providers. Bitget users can view market data and trade equities where supported by regional regulations and platform capabilities.

Market capitalization and valuation metrics

Booking Holdings is generally categorized as a large-cap company. Across public data sources, reported market capitalization figures vary with share price movements and differing update times.

• As of January 24, 2026, reported market capitalizations include approximately $166.44 billion (Benzinga) and $164.9 billion (Barchart), reflecting intra-day and source timing differences.

Common valuation metrics used by investors and analysts for bkng stock include:

• Price-to-earnings (P/E) ratio and forward P/E.
• Price-to-sales (P/S) ratio.
• PEG ratio (price/earnings-to-growth) for growth-adjusted valuation.
• Enterprise value (EV) multiples such as EV/EBITDA for capital structure-neutral comparison.

Analysts typically contextualize these metrics relative to peers (other OTAs, metasearch platforms and travel-related businesses) and account for cyclical demand in travel. When assessing bkng stock valuation, investors look to historical margins, revenue growth, gross bookings trends and forward earnings estimates.

Historical price performance

• Long-term performance: bkng stock has shown strong long-term returns. Over the past 10 years through the date of reporting, Booking Holdings outperformed the market by approximately 2.92% annually, producing an average annual return of roughly 16.6% (source: Benzinga automated content engine).

• Example of compounded growth: According to Benzinga calculations, a hypothetical $1,000 investment in BKNG ten years earlier would have been worth approximately $4,703.04 based on a reference price of $5,163.61 at the time of the report.

• Recent 52-week performance: Shares rose about 5.2% over the latest 52-week window reported by Barchart, underperforming some broader benchmarks over the same period.

• Notable milestones: Booking’s share price moved through several key levels over the years, reflecting travel demand recoveries, pandemic impacts and subsequent rebounds driven by pent-up travel and international reopening.

• Seasonality: Travel demand often exhibits seasonality—holiday periods, summer travel peaks, and booking cycles can influence quarterly revenue and cash flows, which in turn affects stock performance. Macroeconomic shifts, fuel prices and geopolitical events also introduce variability.

No stock split activity or special corporate action should be assumed without confirming the latest company notices.

Financial overview

Investors tracking bkng stock commonly monitor the following financial statement highlights:

• Revenue and gross bookings: Top-line metrics include revenue and gross bookings, the latter reflecting total value of transactions booked on the platform and a key usage indicator.
• Net income and adjusted EPS: GAAP net income and non-GAAP adjusted EPS often appear in analyst models; recent quarters have seen Booking report stronger-than-expected adjusted EPS in several periods.
• Margins: Profitability metrics such as operating margin and EBITDA margin matter for comparing profitability across travel companies.
• Cash flow and liquidity: Free cash flow, operating cash flow, and balance sheet cash positions are important given capital allocation choices such as buybacks and investments.
• Balance sheet: Debt levels, net cash/debt and working capital position affect financial flexibility.

Recent reported items (selected from public news as of January 24, 2026):

• Q3 2025: Booking reported adjusted EPS of $99.50 and revenue of $9.01 billion, with gross bookings up about 14% year-over-year to $49.7 billion (reported Oct. 28, 2025).
• Fiscal 2025 analyst estimates (consensus at date of reporting): Adjusted EPS forecast near $226.86 for fiscal 2025, a projected increase from $187.10 in fiscal 2024 (source: Barchart/Benzinga aggregated analyst estimates).

Financial results are subject to revisions and restatements; always refer to the company’s SEC filings (10-Q, 10-K) for audited and definitive figures.

Business segments and operations

Booking’s business is organized around marketplaces and partner services:

• Consumer marketplaces: Accommodation bookings (hotels, alternative stays), car rentals, and trip bundles sold directly to consumers via Booking.com, Priceline and Agoda.
• Metasearch and comparison: KAYAK provides metasearch that drives consumers to supplier partners or the company’s booking flows.
• Dining and reservations: OpenTable provides restaurant reservations and related services to diners and restaurants.
• Partner services and advertising: The company generates revenue from advertising placements, subscription or placement fees, and technology services to partners.

Revenue composition shifts over time as the company expands merchant models, advertising and ancillary services. Geographic diversification includes strong exposure to Europe, North America and Asia-Pacific, with booking patterns and average daily rates varying by region.

Core monetization channels:

• Commission and merchant fees: Fees charged to lodging and travel suppliers per booking.
• Advertising and marketing products: Sponsored listings, metasearch ads and other placement fees.
• Travel-related services and payments: Fees for cancellation protection, payment processing or partner services.

Competitive landscape

Booking competes with multiple players across travel and search:

• Direct OTA competitors include Expedia Group and Trip.com in various regions.
• Alternative short-term rental platforms compete for alternative accommodations.
• Metasearch and travel discovery providers (including large search engines and specialized apps) compete for customer attention.

Booking’s competitive advantages:

• Scale and inventory: A broad selection of accommodations and supplier relationships globally.
• Brand recognition: Booking.com and Priceline are household names in many markets.
• Network effects: Large user base and supplier relationships can amplify choice and conversion rates.

Competition remains intense, particularly around distribution costs, advertising, and metasearch dynamics. Booking’s strengths in certain regions and its portfolio diversification help but do not eliminate competitive pressures.

Strategy and growth initiatives

Key strategic priorities for Booking include:

• Mobile and platform experience: Continued investment in app performance, personalization and conversion optimization.
• Connected trip vision: Expanding from accommodation-only bookings to a more holistic travel experience (transportation, activities, dining) to increase customer lifetime value.
• AI and personalization: Investing in machine learning to improve search relevance, pricing, and dynamic offers.
• Payments and fintech integration: Simplifying payments and exploring localized payment methods for higher conversion.
• Alternative accommodations and bundling: Expanding inventory beyond hotels to appeal to broader traveler segments.
• Partnerships and integrations: Strategic alliances with suppliers, payment platforms and distribution partners to extend reach.

These initiatives influence long-term revenue mix and margin profile and are part of the investment thesis analysts watch for bkng stock.

Corporate governance and management

Booking publishes board composition and executive biographies in its proxy statements and investor relations materials. Key management roles typically highlighted by investors include the Chief Executive Officer and Chief Financial Officer, along with regional and product leadership.

The company follows standard governance practices including an independent board committee structure, executive compensation disclosures and shareholder communications via SEC filings. Any notable leadership changes or governance updates are reported in company releases and regulatory filings.

Major shareholders and institutional ownership

Institutional ownership in large, public technology and consumer names is typically substantial. For bkng stock, major institutional holders and mutual funds often include large asset managers and index funds.

• Analysts and data aggregators publish ownership percentages for top institutional investors; such positions change over time as funds rebalance.
• Insider ownership (executive and director holdings) is disclosed in proxy statements and Form 4 filings.

Common ETFs and mutual funds may hold BKNG as part of consumer discretionary or technology allocations. Check fund prospectuses and portfolio disclosures for confirmation.

Dividends, share repurchases and capital allocation

• Dividend policy: Historically, Booking has prioritized reinvestment in the business and share repurchases over regular cash dividends. Confirm the company’s current dividend policy and any recent declarations in investor releases.
• Share repurchases: Booking has executed buyback programs at times; program details, authorizations and actual repurchased amounts are disclosed in earnings releases and SEC filings.

Capital allocation choices—dividends, buybacks, M&A and R&D investment—are central to corporate strategy and investor expectations. For the most recent capital allocation figures, refer to the latest quarterly report and investor presentations.

Analyst coverage and market sentiment

As of January 24, 2026, analyst consensus on bkng stock leaned toward cautious optimism. Representative data reported:

• Among approximately 37 covering analysts, a common categorization was "Moderate Buy" overall, with a number of analysts rating the shares as "Strong Buy" and others indicating "Hold."
• The average analyst price target reported in one aggregator was approximately $6,179.14, implying potential upside from the then-current levels (source: Barchart excerpts).

Sell-side coverage influences market sentiment but should be read in combination with company fundamentals and risk factors. Retail investor sentiment can be monitored via public forums and trading data, but such indicators are noisy and should not be taken as definitive guidance.

Risks and regulatory considerations

Key risks that affect bkng stock valuation and business operations include:

• Competition and distribution costs: Intense competition for room inventory and rising advertising or distribution costs can pressure margins.
• Cyclical travel demand: Macroeconomic downturns, pandemics or geopolitical events can sharply reduce travel volumes.
• Regulatory and privacy issues: Consumer privacy regulation, platform liability rules and antitrust scrutiny in various jurisdictions can affect operations and costs.
• Currency and geopolitical exposure: A global business faces FX translation risk and local regulatory environments.
• Technology and security incidents: Outages, data breaches or platform disruptions can harm reputation and incur remediation costs.

Investors should review the company’s risk disclosures in its 10-K and recent 10-Qs for a comprehensive list of material risks.

Options, derivatives and trading strategies

Options on BKNG are generally listed and liquid enough for common strategies, subject to market conditions:

• Available instruments: Listed calls and puts across multiple expirations and strikes for hedging or speculative purposes.
• Common strategies: Covered calls, protective puts, long-call spreads and iron condors are used depending on investor risk appetite.
• Liquidity and volatility: Traders monitor implied volatility, open interest and bid-ask spreads when choosing options strategies. Large-cap names typically offer sufficient liquidity, but conditions vary by expiration.

Options involve leverage and risk; the presence of liquid options markets for bkng stock provides tactical tools for sophisticated investors, but this article does not provide trading or investment advice.

Recent developments and notable news

As of January 24, 2026, notable recent items reported across public news sources include:

• Market performance and valuation: Benzinga reported that Booking Holdings outperformed the market over the prior 10 years with an average annual return of 16.6%, and estimated that a $1,000 investment a decade ago would be worth about $4,703.04 based on their reference price (Benzinga content engine).

• Market capitalization: Sources reported market caps around $164.9 billion to $166.44 billion depending on timing and data provider (Barchart, Benzinga).

• Q3 2025 results: Booking reported adjusted EPS of $99.50 and revenue of $9.01 billion for Q3 2025, with gross bookings rising 14% year-over-year to $49.7 billion (reported Oct. 28, 2025). The company beat analyst estimates for profit and revenue in that quarter (Barchart summary).

• Q4 2025 outlook and analyst estimates: Analysts were forecasting adjusted EPS of approximately $48.59 for fiscal Q4 2025 (up from $41.55 year-over-year), and some outlets reported fiscal 2025 adjusted EPS consensus near $226.86 (Barchart aggregation). The company had beaten Wall Street estimates in several recent quarters.

• Analyst coverage: Among 37 analysts, the consensus tended toward "Moderate Buy," with an average price target near $6,179.14 in one aggregator, implying potential upside from then-current levels.

When monitoring news for bkng stock, focus on quarterly earnings releases, guidance updates, material acquisitions, regulatory developments and major partnerships that could affect future bookings and monetization.

Financial reporting and investor relations

Authoritative sources for BKNG financial statements and disclosures include:

• SEC filings: 10-K (annual), 10-Q (quarterly), and Form 8-K for material events provide the definitive record.
• Company investor relations site: Press releases, earnings presentations and webcasts are published there.
• Earnings calendar: The company announces upcoming earnings dates and investor conference appearances via investor relations.

As of January 24, 2026, the company was expected to announce fiscal Q4 2025 results in the near term; confirm the exact date on the Booking Holdings investor relations page and in SEC filings.

See also

• Expedia Group (ticker: EXPE) — peer in online travel.
• Airbnb (ticker: ABNB) — alternative accommodations and experiences.
• Trip.com Group — Asia-focused travel services.
• Topics: online travel agencies, metasearch engines, digital travel marketplaces.

References

As of January 24, 2026, referenced reporting and data include:

• Benzinga automated content and summary reporting (market cap, 10-year performance figures, hypothetical investment growth figures).
• Barchart news summaries and analyst aggregate figures (market cap ranges, Q3 2025 results summary, analyst EPS and price target aggregates).
• Company SEC filings (10-Q, 10-K) and investor relations releases for audited figures and official corporate disclosures (refer to the company’s filings for definitive data).

Note: Numeric figures cited in this article (market cap, EPS estimates, analyst targets, historical returns) are time-sensitive and should be validated against the most recent official sources when making decisions.

External links

(The following resources are commonly used for up-to-date company data and filings; open the respective site or platform directly to view current information.)

• Booking Holdings — Investor Relations
• Booking Holdings — SEC Filings (EDGAR)
• Market data providers (e.g., Yahoo Finance BKNG, Morningstar BKNG, Barchart and Benzinga summaries)

How to follow updates and verify data

• Check the company’s investor relations page and SEC filings for primary disclosures.
• Use reputable market-data vendors for live quotes, volume and market-cap updates.
• Track quarterly earnings releases and read the accompanying management commentary and investor slide decks.
• For regulatory and significant event tracking, look for Form 8-K filings and press releases.

Practical notes for Bitget users

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• For any web3 wallet needs, consider Bitget Wallet where relevant for digital-asset flows; for equities and securities, follow your regional brokerage and platform regulations.

Final notes and guidance

This article provides a factual overview of bkng stock (Booking Holdings Inc.) including company background, trading identifiers, financial highlights, strategy and risks, and pointers on where to find authoritative filings. All figures are time-sensitive; verify up-to-date metrics and filings before drawing conclusions.

Further exploration: consult Booking Holdings’ latest 10-K/10-Q filings, recent earnings slides and analyst reports for deeper quantitative models. To learn more about how market data and price movement are reported on Bitget’s platform and tools, explore Bitget’s market features and educational resources.

Further exploration on Bitget: Explore Bitget’s market research tools and support resources to track publicly listed equities and stay informed on major corporate developments.