Is BKNG stock a Buy, Sell, or Hold?

Based on our analysis, BKNG is currently a HOLD with low confidence. 📊 HOLD: BKNG shows mixed signals. Fine to hold existing positions. Not urgent to buy or sell.

What is the fair value of BKNG stock?

Our analysis estimates the fair value range for BKNG to be between $4097.92 and $4417.43. The current price is $4062.14.

What is the analyst price target for BKNG?

The average Wall Street analyst price target for BKNG is $5802.23. This implies a potential upside of 42.8% from current levels.

BKNG Stock Analysis: Buy, Sell, or Hold?

BKNG - Booking Holdings Inc. Common Stock

TRANSPORTATION SERVICES

$4062.14

-151.62 (-3.60%) ▼

5d: -6.06%

30d: -4.43%

90d: -25.65%

HOLD

LOW Confidence

Protect Your BKNG Gains

Analysis Updated: Mar 27, 2026 12:00 AM ET

Earnings: May 05, 2026

Smart Money Accumulation

BKNG is down 6.2% this week, but smart money is accumulating calls. Top strike: $4700 2026-04-17 with 150 OI. Call ratio: 60% View Scanner →

Strength: 4.2/10

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Interactive Price Chart (1 Month)

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💡

Bottom Line:
📊 HOLD: BKNG shows mixed signals. Fine to hold existing positions. Not urgent to buy or sell.

Long-Term Wealth Forecast (2031)

Based on Analyst Consensus Growth & Historical Valuation

Adjust Growth Assumption: 17.0%

0% (Stagnation) 50% (Hyper Growth)

EST. PRICE IN 2031

$8837.82

Based on 10.5% avg growth

INTRINSIC VALUE TODAY

$5487.59

26.0% Margin of Safety

How this is calculated: We use a Growth Decay Model: starting with analyst consensus growth (adjusted above) and gradually slowing it down to a long-term terminal rate (4%) by Year 5. This provides a more realistic valuation than assuming constant hyper-growth. We then apply a 17.2x Exit PE.

View Full DCF Model

In-depth Analysis How we analyze

Valuation Analysis: BKNG is currently trading at $4062.14, which is considered oversold relative to its 30-day fair value range of $4097.92 to $4417.43. From a valuation perspective, the stock is trading at a discount (Forward PE: 13.0) compared to its historical average (17.2). Remarkably, the market is currently pricing in an annual earnings decline of 9.0% over the next few years. This pessimistic expectation contrasts with the company's recent 38.4% earnings growth, suggesting potential undervaluation if the company simply maintains stability.

Technical Outlook: Technically, BKNG is in a strong downtrend. The price is currently testing key support at $4030.29. A bounce from this level would confirm strength, while a break below could signal further downside. Short-term momentum is weak, with the stock down 3.6% recently.

Market Sentiment: BKNG has a weak technical setup (25/100), with bearish trendlines and momentum suggesting caution for short-term entries. In the options market, Implied Volatility is low (0th percentile), suggesting options premiums are relatively cheap. This makes it an attractive time for long options strategies if you have a directional bias. Wall Street analysts see significant upside, with an average price target of $5802.23 (+42.8%). The stock is fairly positioned - fine to hold existing positions or accumulate slowly on dips, but not an urgent buy.

Quick Decision Summary

Current Position OVERSOLD

Fair Price Range $4097.92 - $4417.43

Company Quality Score 50/100 (HOLD)

Volume Confirmation HIGH

Confidence Score 61.5%

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All Signals

BULLISH: Price oversold vs 30-day range
BULLISH: Options cheap (IV 0th percentile)
BEARISH: Weak technical setup (25/100)
BULLISH: High volume confirmation
BEARISH: Downward momentum (-3.6%)
BULLISH: Trading 42.8% below Wall St target ($5802.23)
CAUTION: Recommendation downgraded due to -6.1% 5-day decline

Fair Price Analysis

30-Day Fair Range $4097.92 - $4417.43

Current vs Fair Value OVERSOLD

Expected Move (7 Days) ±$257.20 (6.3%)

Support & Resistance Levels

Support Level $4030.29

Resistance Level $4477.37

Current Trend Strong Downtrend

Technical data as of Mar 27, 2026

Fundamental Context

Forward P/E (Next Year Est.) 12.97

Wall Street Target $5802.23 (+42.8%)

Revenue Growth (YoY) 16.0%

Earnings Growth (YoY) 38.4%

Profit Margin 20.1%

Valuation Discount vs History -9.0% cheaper

PE vs Historical 13.0 vs 17.2 CHEAP

Market-Implied Price Targets If current PE multiple persists

Implied Growth (YoY): -9.0% (market-implied from PE analysis)

1-Year Target $3696.55 (-9%)

2-Year Target $3363.86 (-17%)

3-Year Target $3061.11 (-25%)

3-Yr Target (if PE normalizes) (PE: 13→17) $4060.12 (0%)

3-Year Scenarios Using analyst projected EPS growth

Bull: (PE: 22.4, Growth: 17.0%) $11224.34 (+176%)

Base: (SPY PE: 13.0, Growth: 17.0%) $6498.02 (+60%)

Bear: (PE: 11.0, Growth: 17.0%) $5523.32 (+36%)

📈 Valuation based on Current Earnings

RECOVERY PLAY: Stock looks expensive now (26x PE), but valuation improves significantly next year (13x PE) as earnings recover.

Trailing PE: 26.11 | Current EPS (TTM): $165.61

Bull Case $8996.69 (+105%)

Analyst growth 89.1%, PE expands to 28.7

Base Case $8178.81 (+86%)

Market implied 89.1%, PE stable at 26.1

Bear Case $2940.35 (-33%)

Severe decline -20.0%, PE contracts to 22.2

These are projections based on PE multiples and EPS growth scenarios, not predictions. Actual results may vary significantly.

💡 Upside Surprise Potential

If earnings stabilize (0% growth), PE could expand from 13.0 to 17.2

Stabilization Target: $5387.84 (+32.6%)

PE Expansion Potential: +32.6%

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Last updated: March 30, 2026 6:57 AM ET
Data refreshes hourly during market hours. Next update: 7:57 AM

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Insider Activity (6 Months)

Buys

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Net

INSIDERS SELLING

Recent Transactions

Glenn D Fogel SELL 669 shares 2026-03-16

Ro Khanna BUY 2026-02-24

Glenn D Fogel SELL 452 shares 2026-02-17

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Advanced BKNG Option Strategies

Professional options setups generated by AI based on today's BKNG price and gamma walls.

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