BKNG Stock Analysis: Buy, Sell, or Hold?
BKNG - Booking Holdings Inc. Common Stock
$184.56
1.92 (1.05%)
▲
5d:
+4.24%
30d:
+10.38%
90d:
+4.99%
BUY
MODERATE Confidence
Analysis Updated: Jul 2, 2026 12:00 AM ET
Earnings: Aug 04, 2026
30d
Smart Money Distribution
None View Scanner →
Strength: 7.0/10
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Interactive Price Chart (1 Month)
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Bottom Line:
💡 BUY OPPORTUNITY: BKNG shows positive signals but monitor for confirmation. Market pricing in 33.7% annual growth which appears achievable. Moderate conviction.
💡 BUY OPPORTUNITY: BKNG shows positive signals but monitor for confirmation. Market pricing in 33.7% annual growth which appears achievable. Moderate conviction.
Long-Term Wealth Forecast (2031)
Based on Analyst Consensus Growth & Historical Valuation
0% (Stagnation)
50% (Hyper Growth)
EST. PRICE IN 2031
$129.39
Based on 10.9% avg growth
INTRINSIC VALUE TODAY
$80.34
Trading above historical range
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 6.3x Exit PE.
In-depth Analysis How we analyze
Valuation Analysis: BKNG is currently trading at $184.56, which is considered extended relative to its 30-day fair value range of $164.05 to $177.95. From a valuation perspective, the stock is trading at a premium (Forward PE: 15.0) compared to its historical average (6.3). At these levels, the market is pricing in 33.7% annual earnings growth. This growth rate appears achievable given the company's track record, suggesting the valuation is rational.
Technical Outlook: Technically, BKNG is in a downtrend. The price is approaching resistance at $186.50. A breakout above this level would be a bullish signal, while rejection here could lead to consolidation.
Market Sentiment: BKNG has a strong technical setup (75/100), with favorable trendlines, momentum, and price action for short-term traders. Wall Street analysts see significant upside, with an average price target of $224.38 (+21.6%). Combining these factors, the current setup offers a favorable risk/reward ratio for buyers.
Technical Outlook: Technically, BKNG is in a downtrend. The price is approaching resistance at $186.50. A breakout above this level would be a bullish signal, while rejection here could lead to consolidation.
Market Sentiment: BKNG has a strong technical setup (75/100), with favorable trendlines, momentum, and price action for short-term traders. Wall Street analysts see significant upside, with an average price target of $224.38 (+21.6%). Combining these factors, the current setup offers a favorable risk/reward ratio for buyers.
Quick Decision Summary
Current Position
EXTENDED
Historical Trading Range
$164.05 -
$177.95
Company Quality Score
60/100
(BUY)
Volume Confirmation
HIGH
Confidence Score
61.9%
All Signals
- BEARISH: Price extended above range
- BULLISH: Strong technical setup (75/100)
- BULLISH: High volume confirmation
- BULLISH: Trading 21.6% below Wall St target ($224.38)
- NEUTRAL: PE elevated vs history but 33.7% growth expectation is conservative given 240% recent growth
Trading Range Analysis
30-Day Trading Range
$164.05 -
$177.95
Current vs Trading Range
EXTENDED
Support & Resistance Levels
Support Level
$164.13
Resistance Level
$186.50
Current Trend
Downtrend
Technical data as of
Jul 2, 2026
Fundamental Context
Forward P/E (Next Year Est.)
15.00
Wall Street Target
$224.38
(+21.6%)
Revenue Growth (YoY)
16.2%
Earnings Growth (YoY)
240.0%
Profit Margin
22.2%
Valuation Premium vs History
+33.7% premium
PE vs Historical
15.0 vs 6.3
STRETCHED
Market-Implied Price Targets
If current PE multiple persists
Implied Growth (YoY):
+33.7%
(market-implied from PE analysis)
1-Year Target
$246.76
(+34%)
2-Year Target
$329.91
(+79%)
3-Year Target
$441.09
(+139%)
3-Yr Target (if PE normalizes)
(PE: 15→6)
PE COMPRESSION
$185.24
(+0%)
Earnings growth offset by PE compression
3-Year Scenarios
Using analyst projected EPS growth
Bull:
(PE: 21.8, Growth: 17.8%)
$438.17
(+137%)
Base:
(SPY PE: 15.0, Growth: 17.8%)
$301.79
(+64%)
Bear:
(PE: 6.3, Growth: 17.8%)
$126.74
(-31%)
📈
Valuation based on Current Earnings
RECOVERY PLAY: Stock looks expensive now (24x PE), but valuation improves significantly next year (15x PE) as earnings recover.
Trailing PE: 24.09 | Current EPS (TTM): $7.58
Bull Case
$326.08
(+77%)
Analyst growth 62.3%, PE expands to 26.5
Base Case
$296.44
(+61%)
Market implied 62.3%, PE stable at 24.1
Bear Case
$124.20
(-33%)
Severe decline -20.0%, PE contracts to 20.5
These are projections based on PE multiples and EPS growth scenarios, not predictions. Actual results may vary significantly.
Share & Embed Analysis
Last updated: July 03, 2026 10:25 PM ET
Data refreshes hourly during market hours. Next update: 11:25 PM
Data refreshes hourly during market hours. Next update: 11:25 PM
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Technical Signals Check
Is BKNG showing a specific setup today?
Insider Activity (6 Months)
4
Buys
15
Sells
Net
INSIDERS SELLING
Recent Transactions
Vanessa Ames Wittman
SELL
1125 shares
2026-04-17
Glenn D Fogel
SELL
16726 shares
2026-04-15
Ro Khanna
SELL
2026-03-30
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