BKNG Stock Analysis: Buy, Sell, or Hold?
BKNG - Booking Holdings Inc. Common Stock
$209.87
-3.13 (-1.47%)
âŧ
5d:
-1.63%
30d:
+18.0%
90d:
+33.72%
WAIT
LOW Confidence
Analysis Updated: Aug 20, 2026 12:00 AM ET
Earnings: Aug 04, 2026
0d
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Interactive Price Chart (1 Month)
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Bottom Line:
âšī¸ NEUTRAL: BKNG is fairly priced but lacks strong directional signals. At 28.2% expected growth, valuation appears stretched. Wait for clearer setup or better entry on dips.
âšī¸ NEUTRAL: BKNG is fairly priced but lacks strong directional signals. At 28.2% expected growth, valuation appears stretched. Wait for clearer setup or better entry on dips.
Long-Term Wealth Forecast (2031)
Based on Analyst Consensus Growth & Historical Valuation
0% (Stagnation)
50% (Hyper Growth)
EST. PRICE IN 2031
$169.93
Based on 11.3% avg growth
INTRINSIC VALUE TODAY
$105.51
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 8.1x Exit PE.
In-depth Analysis How we analyze
Valuation Analysis: BKNG is currently trading at $209.87, which is considered slightly high relative to its 30-day fair value range of $181.36 to $210.05. From a valuation perspective, the stock is trading at a premium (Forward PE: 17.0) compared to its historical average (8.1). At these levels, the market is pricing in 28.2% 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 uptrend. The price is currently testing key support at $204.02. A bounce from this level would confirm strength, while a break below could signal further downside.
Market Sentiment: BKNG scores 26/100 on our bottoming-setup gauge. Note this measures entry quality, not trend direction — a low score can mean the chart is extended after a strong run (don't chase) or still falling without stabilization; better entries typically come after a pullback toward the 20-day average. Wall Street analysts see significant upside, with an average price target of $237.81 (+13.3%). Current signals suggest waiting for a better entry point before initiating new positions.
Technical Outlook: Technically, BKNG is in a uptrend. The price is currently testing key support at $204.02. A bounce from this level would confirm strength, while a break below could signal further downside.
Market Sentiment: BKNG scores 26/100 on our bottoming-setup gauge. Note this measures entry quality, not trend direction — a low score can mean the chart is extended after a strong run (don't chase) or still falling without stabilization; better entries typically come after a pullback toward the 20-day average. Wall Street analysts see significant upside, with an average price target of $237.81 (+13.3%). Current signals suggest waiting for a better entry point before initiating new positions.
Quick Decision Summary
Current Position
SLIGHTLY HIGH
Historical Trading Range
$181.36 -
$210.05
Company Quality Score
43/100
(HOLD)
Volume Confirmation
HIGH
Confidence Score
40.5%
Protect Your Profits
Holding BKNG? Use our AI-powered strategies to protect your downside while keeping your long-term position.
View Profit Protection PlanAll Signals
- BEARISH: Weak technical setup (26/100)
- BULLISH: High volume confirmation
- BULLISH: Trading below Wall St target ($237.81)
- NEUTRAL: PE elevated vs history but 28.2% growth expectation is conservative given 130% recent growth
- WARNING: Composite score 42/100 in the bottom quintile â this cohort historically lags the market
Trading Range Analysis
30-Day Trading Range
$181.36 -
$210.05
Current vs Trading Range
SLIGHTLY HIGH
Support & Resistance Levels
Support Level
$204.02
Resistance Level
$216.42
Current Trend
Uptrend
Technical data as of
Aug 20, 2026
Fundamental Context
Forward P/E (Next Year Est.)
16.96
Wall Street Target
$237.81
(+13.3%)
Revenue Growth (YoY)
8.1%
Earnings Growth (YoY)
130.0%
Profit Margin
25.5%
Valuation Premium vs History
+28.2% premium
PE vs Historical
17.0 vs 8.1
STRETCHED
Market-Implied Price Targets
If current PE multiple persists
Implied Growth (YoY):
+28.2%
(market-implied from PE analysis)
1-Year Target
$269.05
(+28%)
2-Year Target
$344.93
(+64%)
3-Year Target
$442.20
(+111%)
3-Yr Target (if PE normalizes)
(PE: 17â8)
PE COMPRESSION
$211.22
(+1%)
Earnings growth offset by PE compression
3-Year Scenarios
Using analyst projected EPS growth
Bull:
(PE: 20.1, Growth: 18.5%)
$412.88
(+97%)
Base:
(SPY PE: 17.0, Growth: 18.5%)
$348.85
(+66%)
Bear:
(PE: 8.1, Growth: 18.5%)
$166.63
(-21%)
đ
Valuation based on Current Earnings
RECOVERY PLAY: Stock looks expensive now (23x PE), but valuation improves significantly next year (17x PE) as earnings recover.
Trailing PE: 23.15 | Current EPS (TTM): $9.20
Bull Case
$315.19
(+50%)
Analyst growth 34.5%, PE expands to 25.5
Base Case
$286.54
(+37%)
Market implied 34.5%, PE stable at 23.2
Bear Case
$144.84
(-31%)
Severe decline -20.0%, PE contracts to 19.7
These are projections based on PE multiples and EPS growth scenarios, not predictions. Actual results may vary significantly.
Share & Embed Analysis
Last updated: August 21, 2026 5:41 AM ET
Data refreshes hourly during market hours. Next update: 6:41 AM
Data refreshes hourly during market hours. Next update: 6:41 AM
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Technical Signals Check
Is BKNG showing a specific setup today?
Insider Activity (6 Months)
3
Buys
4
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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