Booking (BKNG) Stock Forecast & Price Target

$5,458.32 -39.68 (-0.72%)

Closing price 09/12/2025 04:00 PM Eastern

Extended Trading

$5,459.66 +1.34 (+0.02%)

As of 09/12/2025 07:53 PM Eastern

Compare

Booking - Analysts' Recommendations and Stock Price Forecast (2025)

Consensus Rating

Moderate Buy

Based on 32 Analyst Ratings

Sell
0

Hold
10

Buy
22

Based on 32 Wall Street analysts who have issued ratings for Booking in the last 12 months, the stock has a consensus rating of "Moderate Buy." Out of the 32 analysts, 10 have given a hold rating, 19 have given a buy rating, and 3 have given a strong buy rating for BKNG.

Consensus Price Target

$5,808.81
6.42% Upside

According to the 32 analysts' twelve-month price targets for Booking, the average price target is $5,808.81. The highest price target for BKNG is $6,700.00, while the lowest price target for BKNG is $4,300.00. The average price target represents a forecasted upside of 6.42% from the current price of $5,458.32.

MarketBeat calculates consensus analyst ratings for stocks using the most recent rating from each Wall Street analyst that has rated a stock within the last twelve months. Each analyst's rating is normalized to a standardized rating score of 1 (sell), 2 (hold), 3 (buy) or 4 (strong buy). Analyst consensus ratings scores are calculated using the mean average of the number of normalized sell, hold, buy and strong buy ratings from Wall Street analysts. Each stock's consensus analyst rating is derived from its calculated consensus ratings score (0 to .5 = Strong Sell, .5 to 1 = Sell, 1 to 1.5 = Reduce, 1.5 to 2.5 = Hold, 2.5 to 3.0 = Moderate Buy, 3.0 to 3.5 = Buy, >3.5 = Strong Buy). MarketBeat's consensus price targets are a mean average of the most recent available price targets set by each analyst that has set a price target for the stock in the last twelve months. MarketBeat's consensus ratings and consensus price targets may differ from those calculated by other firms due to differences in methodology and available data.

Get the Latest News and Ratings for BKNG and Related Stocks

Enter your email address to receive the latest news and analysts' ratings for Booking and its competitors.

By entering your phone number and clicking the sign-up button, you agree to receive periodic text messages from MarketBeat at the phone number you submitted, including texts that may be sent using an automatic telephone dialing system. Message and data rates may apply. Message frequency will vary. Messages will consist of stock alerts, news stories, and partner advertisements/offers. Consent is not a condition of the purchase of any goods or services. Text HELP for help/customer support. Unsubscribe at any time by replying "STOP" to any text message that you receive from MarketBeat or by visiting our mailing preferences page. Read our full terms of service and privacy policy.

BKNG Analyst Ratings Over Time

Type	Current Forecast 9/13/24 to 9/13/25	1 Month Ago 8/14/24 to 8/14/25	3 Months Ago 6/15/24 to 6/15/25	1 Year Ago 9/14/23 to 9/13/24
Strong Buy	3 Strong Buy rating(s)	3 Strong Buy rating(s)	2 Strong Buy rating(s)	1 Strong Buy rating(s)
Buy	19 Buy rating(s)	19 Buy rating(s)	19 Buy rating(s)	21 Buy rating(s)
Hold	10 Hold rating(s)	10 Hold rating(s)	10 Hold rating(s)	10 Hold rating(s)
Sell	0 Sell rating(s)	0 Sell rating(s)	0 Sell rating(s)	0 Sell rating(s)
Consensus Price Target	$5,808.81	$5,781.04	$5,388.37	$4,064.21
Forecasted Upside	6.42% Upside	5.40% Upside	1.70% Upside	3.35% Upside
Consensus Rating	Moderate Buy	Moderate Buy	Moderate Buy	Moderate Buy

BKNG Analyst Recommendations By Month

The chart below shows how a company's ratings by analysts have changed over time. Each bar represents the previous year of ratings for that month. Within each bar, the sell ratings are shown in red, the hold ratings are shown in yellow, the buy ratings are shown in green, and the strong buy ratings are shown in dark green.

BKNG Price Targets by Month

The chart below shows how a company's share price and consensus price target have changed over time. The dark blue line represents the company's actual price. The lighter blue line represents the stock's consensus price target. The even lighter blue range in the background of the two lines represents the low price target and the high price target for each stock.

Booking Stock vs. The Competition

Type	Booking	Retail/Wholesale Companies	S&P 500
Consensus Rating Score	2.78	2.47	2.53
Consensus Rating	Moderate Buy	Hold	Moderate Buy
Predicted Upside	6.42% Upside	60.91% Upside	10.73% Upside
News Sentiment Rating	Positive News See Recent BKNG News	Positive News	Positive News

Recent Analyst Forecasts and Stock Ratings

Rating

Upside/Downside

Action

Time Frame

Start Date

End Date

Show

Export to Excel

Date	Brokerage	Analyst	Action	Rating	Price Target	Report Date Upside/Downside
9/4/2025	BTIG Research 2 of 5 stars	Jake Fuller Not Rated	Reiterated Rating	Buy	$6,250.00	+11.95%
8/5/2025	Erste Group Bank 3 of 5 stars		Upgrade	Hold ➝ Buy
8/1/2025	Susquehanna 3 of 5 stars	Shyam Patil Not Rated	Boost Target	Positive	$6,000.00 ➝ $6,500.00	+18.09%
7/31/2025	DA Davidson Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Tom White Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Boost Target	Buy	$5,750.00 ➝ $6,500.00	+18.09%
7/30/2025	Cantor Fitzgerald Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Reiterated Rating	Neutral
7/30/2025	BMO Capital Markets Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Brian Pitz Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Reiterated Rating	Outperform	$5,700.00 ➝ $6,000.00	+5.96%
7/30/2025	Citigroup Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Ronald Josey Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Boost Target	Buy	$5,560.00 ➝ $6,500.00	+14.73%
7/30/2025	B. Riley Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Naved Khan Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Reiterated Rating	Buy	$6,100.00 ➝ $6,700.00	+19.29%
7/30/2025	Morgan Stanley Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Brian Nowak Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Set Target	Equal Weight	$5,800.00 ➝ $5,650.00	+0.29%
7/30/2025	Royal Bank Of Canada Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Brad Erickson Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Boost Target	Outperform	$5,900.00 ➝ $6,100.00	+10.35%
Get the Latest News and Ratings for BKNG and Related Stocks Enter your email address below to receive the latest news and analysts' ratings for Booking and its competitors with MarketBeat's FREE daily newsletter.
7/30/2025	Wells Fargo & Company Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Ken Gawrelski Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Boost Target	Equal Weight	$5,411.00 ➝ $5,418.00	-1.99%
7/30/2025	Piper Sandler Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Thomas Champion Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Reiterated Rating	Neutral	$5,077.00 ➝ $5,750.00	+1.86%
7/30/2025	Evercore ISI Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Mark Mahaney Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Boost Target	Outperform	$5,500.00 ➝ $6,250.00	+10.72%
7/30/2025	Barclays Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Ross Sandler Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Boost Target	Overweight	$5,700.00 ➝ $6,000.00	+6.29%
7/30/2025	Benchmark Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Daniel Kurnos Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Reiterated Rating	Buy	$6,000.00 ➝ $6,200.00	+9.24%
7/30/2025	Wedbush Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Scott Devitt Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Reiterated Rating	Outperform ➝ Neutral	$5,900.00	+5.53%
7/28/2025	UBS Group Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Stephen Ju Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Boost Target	Buy	$5,750.00 ➝ $6,300.00	+10.94%
7/24/2025	Bank of America Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Justin Post Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Boost Target	Neutral	$5,820.00 ➝ $5,850.00	+1.98%
7/17/2025	Hsbc Global Res Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Upgrade	Strong-Buy
7/14/2025	Truist Financial Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Greg Miller Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Boost Target	Hold	$4,720.00 ➝ $5,630.00	-1.68%
6/4/2025	JPMorgan Chase & Co. Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Doug Anmuth Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Boost Target	Overweight	$5,360.00 ➝ $6,000.00	+8.77%
4/30/2025	JMP Securities Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	John Colantuoni Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Boost Target	Market Outperform	$5,600.00 ➝ $5,700.00	+16.26%
4/30/2025	Robert W. Baird Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Michael Bellisario Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Boost Target	Outperform	$5,550.00 ➝ $5,700.00	+17.28%
2/18/2025	Cfra Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Upgrade	Hold ➝ Buy
12/19/2024	Mizuho Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Boost Target	Outperform	$5,400.00 ➝ $6,000.00	+21.38%
12/6/2024	Oppenheimer Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Boost Target	Outperform	$5,500.00 ➝ $6,000.00	+13.52%
11/27/2024	Baird R W Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	M. Bellisario Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Upgrade	Strong-Buy
11/18/2024	Tigress Financial Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Boost Target	Strong-Buy	$4,580.00 ➝ $5,600.00	+11.60%
11/1/2024	Deutsche Bank Aktiengesellschaft Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Boost Target	Buy	$4,900.00 ➝ $5,200.00	+9.45%
11/1/2024	The Goldman Sachs Group Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Boost Target	Neutral	$3,940.00 ➝ $4,510.00	-4.46%
10/31/2024	Argus Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	J. Staszak Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Downgrade	Strong-Buy ➝ Hold
10/22/2024	Jefferies Financial Group Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Boost Target	Hold	$4,200.00 ➝ $4,300.00	-1.46%
5/7/2024	HSBC Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Boost Target	Buy	$4,220.00 ➝ $4,230.00	+17.48%
2/20/2024	Seaport Res Ptn Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	A. Kessler Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Reiterated Rating	Buy
2/16/2024	Edward Jones Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Reiterated Rating	Buy ➝ Hold
12/29/2023	Ascendiant Capital Markets Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Boost Target	Buy	$3,700.00 ➝ $3,900.00	+9.84%
12/12/2023	TD Cowen Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Boost Target	Outperform	$3,250.00 ➝ $4,000.00	+18.36%
11/13/2023	Sanford C. Bernstein Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Upgrade	Underperform ➝ Market Perform

Analyst ratings data on MarketBeat is provided by Benzinga and other data providers. This page was last refreshed on Saturday at 03:31 AM ET.

Should I Buy Booking Stock? BKNG Pros and Cons Explained

These pros and cons were generated based on recent news and financial data from MarketBeat in order to provide readers with the fastest and most accurate insights. They were last updated on Friday, September 12, 2025. Please send any questions or comments about these Booking pros and cons to contact@marketbeat.com.

Booking
Bull Case

Here are some ways that investors could benefit from investing in Booking Holdings Inc.:

The stock has recently received multiple upgrades from analysts, with a consensus rating of "Moderate Buy" and an average price target of approximately $5,808.81, indicating strong potential for price appreciation.
Booking Holdings Inc. reported impressive quarterly earnings, exceeding consensus estimates with an EPS of $55.40, showcasing robust financial performance and growth.
The current stock price is around $5,571.83, which is near its fifty-two week high of $5,839.41, suggesting strong market confidence in the company's future prospects.
Institutional investors hold a significant majority of the company's stock, with 92.42% ownership, indicating strong institutional confidence and support for the company's strategy.
Recent revenue growth of 16.0% year-over-year highlights the company's ability to expand its market presence and adapt to changing consumer demands.

Booking
Bear Case

Investors should be bearish about investing in Booking Holdings Inc. for these reasons:

The company has a high price-to-earnings (P/E) ratio of 38.75, which may indicate that the stock is overvalued compared to its earnings, potentially leading to a price correction.
Insider selling has been observed, with significant shares sold by the CEO and a director, which could signal a lack of confidence in the company's short-term performance.
Despite strong revenue growth, the company has a negative return on equity of 134.19%, suggesting inefficiencies in generating profit from shareholders' equity.
The stock's beta of 1.39 indicates higher volatility compared to the market, which could lead to greater risk for investors during market fluctuations.
With a net margin of 19.23%, there may be concerns about the company's profitability relative to its revenue, which could affect long-term sustainability.

BKNG Forecast - Frequently Asked Questions

: According to the research reports of 32 Wall Street equities research analysts, the average twelve-month stock price forecast for Booking is $5,808.81, with a high forecast of $6,700.00 and a low forecast of $4,300.00.
: 32 Wall Street research analysts have issued "buy," "hold," and "sell" ratings for Booking in the last twelve months. There are currently 10 hold ratings, 19 buy ratings and 3 strong buy ratings for the stock. The consensus among Wall Street research analysts is that investors should "moderate buy" BKNG shares.
: According to analysts, Booking's stock has a predicted upside of 6.42% based on their 12-month stock forecasts.
: Over the previous 90 days, Booking's stock had 2 upgrades by analysts.
: Booking has been rated by research analysts at B. Riley, Bank of America, Barclays, Benchmark, BMO Capital Markets, BTIG Research, Cantor Fitzgerald, Citigroup, DA Davidson, Erste Group Bank, Evercore ISI, Hsbc Global Res, Morgan Stanley, Piper Sandler, Royal Bank Of Canada, Susquehanna, Truist Financial, UBS Group, Wedbush, and Wells Fargo & Company in the past 90 days.
: Analysts like Booking more than other "retail/wholesale" companies. The consensus rating for Booking is Moderate Buy while the average consensus rating for "retail/wholesale" companies is Hold. Learn more on how BKNG compares to other companies.

Stock Forecasts and Research Tools

Related Companies

Today's Ratings

Top-Rated Stocks

More Ratings Tools

This page (NASDAQ:BKNG) was last updated on 9/13/2025 by MarketBeat.com Staff

From Our Partners

Get 30 Days of MarketBeat All Access for Free

Start Your 30-Day Trial

In-depth profiles and analysis for 20,000 public companies.
Real-time analyst ratings, insider transactions, earnings data, and more.
Our daily ratings and market update email newsletter.

Sign In
Create Account

Your Email Address:

Your Password:

Forgot your password?

Your Email Address:

Choose a Password:

By creating a free account, you agree to our terms of service. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Booking (BKNG) Stock Forecast & Price Target