Booking (BKNG) Stock Forecast & Price Target

$5,720.87 +10.13 (+0.18%)

Closing price 04:00 PM Eastern

Extended Trading

$5,634.66 -86.21 (-1.51%)

As of 05:01 PM Eastern

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

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.

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

$5,781.04
1.05% Upside

According to the 32 analysts' twelve-month price targets for Booking, the average price target is $5,781.04. 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 1.05% from the current price of $5,720.87.

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BKNG Analyst Ratings Over Time

Type	Current Forecast 8/22/24 to 8/22/25	1 Month Ago 7/23/24 to 7/23/25	3 Months Ago 5/24/24 to 5/24/25	1 Year Ago 8/23/23 to 8/22/24
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)	7 Hold rating(s)
Sell	0 Sell rating(s)	0 Sell rating(s)	0 Sell rating(s)	0 Sell rating(s)
Consensus Price Target	$5,781.04	$5,453.15	$5,299.29	$4,068.32
Forecasted Upside	1.05% Upside	-4.94% Downside	-0.63% Downside	7.97% 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	2.50	2.53
Consensus Rating	Moderate Buy	Moderate Buy	Moderate Buy
Predicted Upside	1.41% Upside	57.09% Upside	9.51% 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 Name	Action	Rating	Price Target	Upside/Downside on Report Date
8/5/2025	Erste Group Bank 3 of 5 stars		Upgrade	Hold ➝ Buy
8/1/2025	Susquehanna 3 of 5 stars	Shyam Patil Subscribe to MarketBeat All Access for the recommendation accuracy rating	Boost Target	Positive ➝ Positive	$6,000.00 ➝ $6,500.00	+18.09%
7/31/2025	DA Davidson 2 of 5 stars	Tom White Subscribe to MarketBeat All Access for the recommendation accuracy rating	Boost Target	Buy ➝ Buy	$5,750.00 ➝ $6,500.00	+18.09%
7/30/2025	Cantor Fitzgerald Subscribe to MarketBeat All Access for the recommendation accuracy rating		Reiterated Rating	Neutral ➝ Neutral
7/30/2025	BMO Capital Markets Subscribe to MarketBeat All Access for the recommendation accuracy rating	Brian Pitz Subscribe to MarketBeat All Access for the recommendation accuracy rating	Reiterated Rating	Outperform ➝ Outperform	$5,700.00 ➝ $6,000.00	+5.96%
7/30/2025	Citigroup Subscribe to MarketBeat All Access for the recommendation accuracy rating	Ronald Josey Subscribe to MarketBeat All Access for the recommendation accuracy rating	Boost Target	Buy ➝ Buy	$5,560.00 ➝ $6,500.00	+14.73%
7/30/2025	B. Riley Subscribe to MarketBeat All Access for the recommendation accuracy rating	Naved Khan Subscribe to MarketBeat All Access for the recommendation accuracy rating	Reiterated Rating	Buy ➝ Buy	$6,100.00 ➝ $6,700.00	+19.29%
7/30/2025	Morgan Stanley Subscribe to MarketBeat All Access for the recommendation accuracy rating	Brian Nowak Subscribe to MarketBeat All Access for the recommendation accuracy rating	Set Target	Equal Weight ➝ Equal Weight	$5,800.00 ➝ $5,650.00	+0.29%
7/30/2025	Royal Bank Of Canada Subscribe to MarketBeat All Access for the recommendation accuracy rating	Brad Erickson Subscribe to MarketBeat All Access for the recommendation accuracy rating	Boost Target	Outperform ➝ Outperform	$5,900.00 ➝ $6,100.00	+10.35%
7/30/2025	Wells Fargo & Company Subscribe to MarketBeat All Access for the recommendation accuracy rating	Ken Gawrelski Subscribe to MarketBeat All Access for the recommendation accuracy rating	Boost Target	Equal Weight ➝ Equal Weight	$5,411.00 ➝ $5,418.00	-1.99%
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7/30/2025	Piper Sandler Subscribe to MarketBeat All Access for the recommendation accuracy rating	Thomas Champion Subscribe to MarketBeat All Access for the recommendation accuracy rating	Reiterated Rating	Neutral ➝ Neutral	$5,077.00 ➝ $5,750.00	+1.86%
7/30/2025	Evercore ISI Subscribe to MarketBeat All Access for the recommendation accuracy rating	Mark Mahaney Subscribe to MarketBeat All Access for the recommendation accuracy rating	Boost Target	Outperform ➝ Outperform	$5,500.00 ➝ $6,250.00	+10.72%
7/30/2025	Barclays Subscribe to MarketBeat All Access for the recommendation accuracy rating	Ross Sandler Subscribe to MarketBeat All Access for the recommendation accuracy rating	Boost Target	Overweight ➝ Overweight	$5,700.00 ➝ $6,000.00	+6.29%
7/30/2025	Benchmark Subscribe to MarketBeat All Access for the recommendation accuracy rating	Daniel Kurnos Subscribe to MarketBeat All Access for the recommendation accuracy rating	Reiterated Rating	Buy ➝ Buy	$6,000.00 ➝ $6,200.00	+9.24%
7/30/2025	Wedbush Subscribe to MarketBeat All Access for the recommendation accuracy rating	Scott Devitt Subscribe to MarketBeat All Access for the recommendation accuracy rating	Reiterated Rating	Outperform ➝ Neutral	$5,900.00	+5.53%
7/28/2025	UBS Group Subscribe to MarketBeat All Access for the recommendation accuracy rating	Stephen Ju Subscribe to MarketBeat All Access for the recommendation accuracy rating	Boost Target	Buy ➝ Buy	$5,750.00 ➝ $6,300.00	+10.94%
7/24/2025	Bank of America Subscribe to MarketBeat All Access for the recommendation accuracy rating	Justin Post Subscribe to MarketBeat All Access for the recommendation accuracy rating	Boost Target	Neutral ➝ Neutral	$5,820.00 ➝ $5,850.00	+1.98%
7/17/2025	Hsbc Global Res Subscribe to MarketBeat All Access for the recommendation accuracy rating		Upgrade	Strong-Buy
7/14/2025	Truist Financial Subscribe to MarketBeat All Access for the recommendation accuracy rating	Greg Miller Subscribe to MarketBeat All Access for the recommendation accuracy rating	Boost Target	Hold ➝ Hold	$4,720.00 ➝ $5,630.00	-1.68%
6/4/2025	JPMorgan Chase & Co. Subscribe to MarketBeat All Access for the recommendation accuracy rating	Doug Anmuth Subscribe to MarketBeat All Access for the recommendation accuracy rating	Boost Target	Overweight ➝ Overweight	$5,360.00 ➝ $6,000.00	+8.77%
4/30/2025	JMP Securities Subscribe to MarketBeat All Access for the recommendation accuracy rating	John Colantuoni Subscribe to MarketBeat All Access for the recommendation accuracy rating	Boost Target	Market Outperform ➝ Market Outperform	$5,600.00 ➝ $5,700.00	+16.26%
4/30/2025	Robert W. Baird Subscribe to MarketBeat All Access for the recommendation accuracy rating	Michael Bellisario Subscribe to MarketBeat All Access for the recommendation accuracy rating	Boost Target	Outperform ➝ Outperform	$5,550.00 ➝ $5,700.00	+17.28%
4/4/2025	BTIG Research Subscribe to MarketBeat All Access for the recommendation accuracy rating	Jake Fuller Subscribe to MarketBeat All Access for the recommendation accuracy rating	Upgrade	Neutral ➝ Buy	$5,500.00	+23.58%
2/18/2025	Cfra		Upgrade	Hold ➝ Buy
12/19/2024	Mizuho Subscribe to MarketBeat All Access for the recommendation accuracy rating		Boost Target	Outperform ➝ Outperform	$5,400.00 ➝ $6,000.00	+21.38%
12/6/2024	Oppenheimer Subscribe to MarketBeat All Access for the recommendation accuracy rating		Boost Target	Outperform ➝ Outperform	$5,500.00 ➝ $6,000.00	+13.52%
11/27/2024	Baird R W Subscribe to MarketBeat All Access for the recommendation accuracy rating	M. Bellisario Subscribe to MarketBeat All Access for the recommendation accuracy rating	Upgrade	Strong-Buy
11/18/2024	Tigress Financial Subscribe to MarketBeat All Access for the recommendation accuracy rating		Boost Target	Strong-Buy ➝ Strong-Buy	$4,580.00 ➝ $5,600.00	+11.60%
11/1/2024	Deutsche Bank Aktiengesellschaft Subscribe to MarketBeat All Access for the recommendation accuracy rating		Boost Target	Buy ➝ Buy	$4,900.00 ➝ $5,200.00	+9.45%
11/1/2024	The Goldman Sachs Group Subscribe to MarketBeat All Access for the recommendation accuracy rating		Boost Target	Neutral ➝ Neutral	$3,940.00 ➝ $4,510.00	-4.46%
10/31/2024	Argus Subscribe to MarketBeat All Access for the recommendation accuracy rating	J. Staszak Subscribe to MarketBeat All Access for the recommendation accuracy rating	Downgrade	Strong-Buy ➝ Hold
10/22/2024	Jefferies Financial Group Subscribe to MarketBeat All Access for the recommendation accuracy rating		Boost Target	Hold ➝ Hold	$4,200.00 ➝ $4,300.00	-1.46%
5/7/2024	HSBC Subscribe to MarketBeat All Access for the recommendation accuracy rating		Boost Target	Buy ➝ Buy	$4,220.00 ➝ $4,230.00	+17.48%
2/20/2024	Seaport Res Ptn Subscribe to MarketBeat All Access for the recommendation accuracy rating	A. Kessler Subscribe to MarketBeat All Access for the recommendation accuracy rating	Reiterated Rating	Buy
2/16/2024	Edward Jones Subscribe to MarketBeat All Access for the recommendation accuracy rating		Reiterated Rating	Buy ➝ Hold
12/29/2023	Ascendiant Capital Markets Subscribe to MarketBeat All Access for the recommendation accuracy rating		Boost Target	Buy ➝ Buy	$3,700.00 ➝ $3,900.00	+9.84%
12/12/2023	TD Cowen Subscribe to MarketBeat All Access for the recommendation accuracy rating		Boost Target	Outperform ➝ Outperform	$3,250.00 ➝ $4,000.00	+18.36%
11/13/2023	Sanford C. Bernstein Subscribe to MarketBeat All Access for the 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 Friday at 05:07 PM 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 Tuesday, August 19, 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 current stock price is around $5,454, reflecting a strong market position and investor interest in the travel sector.
Booking Holdings Inc. reported a significant increase in revenue, with a 16% rise compared to the same quarter last year, indicating robust business growth.
The company has a high net margin of 19.23%, suggesting efficient management and profitability, which can lead to higher returns for investors.
Recent insider trading shows confidence in the company, with executives holding a substantial number of shares, which can be a positive signal for potential investors.
Institutional investors own a significant portion of the stock, indicating strong support and confidence from large financial entities.

Booking
Bear Case

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

The stock has experienced fluctuations, with a recent trading down of about 0.6%, which may indicate volatility in the market.
Insider sales have occurred, with executives selling shares worth over $16 million in the last three months, which could raise concerns about their confidence in the company's future.
The company has a negative return on equity of 134.19%, suggesting that it may not be effectively generating profits from its equity, which can be a red flag for investors.
Despite recent revenue growth, the company faces intense competition in the online travel market, which could impact future profitability.
The high P/E ratio of 37.93 may indicate that the stock is overvalued compared to its earnings, which could deter value-focused investors.

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 $5,781.04, with a high forecast of $6,700.00 and a low forecast of $4,300.00.
: 32 Wall Street analysts have issued "buy," "hold," and "sell" ratings for Booking in the last year. There are currently 10 hold ratings, 19 buy ratings and 3 strong buy ratings for the stock. The consensus among Wall Street analysts is that investors should "moderate buy" BKNG shares.
: According to analysts, Booking's stock has a predicted upside of 1.05% 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, Cantor Fitzgerald, Citigroup, DA Davidson, Erste Group Bank, Evercore ISI, Hsbc Global Res, JPMorgan Chase & Co., 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 score for Booking is 2.78 while the average consensus rating score for "retail/wholesale" companies is 2.50. Learn more on how BKNG compares to other companies.

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This page (NASDAQ:BKNG) was last updated on 8/22/2025 by MarketBeat.com Staff

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Booking (BKNG) Stock Forecast & Price Target