BKNG Stock Analysis: Buy, Sell, or Hold?
BKNG - Booking Holdings Inc. Common Stock
$175.80
-2.59 (-1.45%)
▼
5d:
-2.89%
30d:
+9.44%
90d:
+1.35%
BUY
MODERATE Confidence
Analysis Updated: Jul 13, 2026 12:00 AM ET
Earnings: Aug 04, 2026
20d
Smart Money Accumulation
None View Scanner →
Strength: 7.5/10
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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 29.4% annual growth which appears achievable. Moderate conviction.
💡 BUY OPPORTUNITY: BKNG shows positive signals but monitor for confirmation. Market pricing in 29.4% 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
$135.51
Based on 10.9% avg growth
INTRINSIC VALUE TODAY
$84.14
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 6.6x Exit PE.
In-depth Analysis How we analyze
Valuation Analysis: BKNG is currently trading at $175.80, which is considered fair relative to its 30-day fair value range of $166.49 to $180.73. From a valuation perspective, the stock is trading at a premium (Forward PE: 14.3) compared to its historical average (6.6). At these levels, the market is pricing in 29.4% 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. Immediate support is located at $170.31, while resistance sits at $188.31.
Market Sentiment: The stock shows a mixed technical setup (40/100), with neutral trendline and momentum signals. Wall Street analysts see significant upside, with an average price target of $224.38 (+27.6%). Combining these factors, the current setup offers a favorable risk/reward ratio for buyers.
Technical Outlook: Technically, BKNG is in a uptrend. Immediate support is located at $170.31, while resistance sits at $188.31.
Market Sentiment: The stock shows a mixed technical setup (40/100), with neutral trendline and momentum signals. Wall Street analysts see significant upside, with an average price target of $224.38 (+27.6%). Combining these factors, the current setup offers a favorable risk/reward ratio for buyers.
Quick Decision Summary
Current Position
FAIR
Historical Trading Range
$166.49 -
$180.73
Company Quality Score
59/100
(HOLD)
Volume Confirmation
HIGH
Confidence Score
72.4%
All Signals
- NEUTRAL: Price in fair range
- NEUTRAL: Mixed technical signals (40/100)
- BULLISH: High volume confirmation
- BULLISH: Trading 27.6% below Wall St target ($224.38)
- NEUTRAL: PE elevated vs history but 29.4% growth expectation is conservative given 240% recent growth
Trading Range Analysis
30-Day Trading Range
$166.49 -
$180.73
Current vs Trading Range
FAIR
Support & Resistance Levels
Support Level
$170.31
Resistance Level
$188.31
Current Trend
Uptrend
Technical data as of
Jul 13, 2026
Fundamental Context
Forward P/E (Next Year Est.)
14.29
Wall Street Target
$224.38
(+27.6%)
Revenue Growth (YoY)
16.2%
Earnings Growth (YoY)
240.0%
Profit Margin
22.2%
Valuation Premium vs History
+29.4% premium
PE vs Historical
14.3 vs 6.6
STRETCHED
Market-Implied Price Targets
If current PE multiple persists
Implied Growth (YoY):
+29.4%
(market-implied from PE analysis)
1-Year Target
$227.49
(+29%)
2-Year Target
$294.37
(+67%)
3-Year Target
$380.91
(+117%)
3-Yr Target (if PE normalizes)
(PE: 14→7)
PE COMPRESSION
$175.88
(0%)
Earnings growth offset by PE compression
3-Year Scenarios
Using analyst projected EPS growth
Bull:
(PE: 21.8, Growth: 17.8%)
$437.89
(+149%)
Base:
(SPY PE: 14.3, Growth: 17.8%)
$287.39
(+64%)
Bear:
(PE: 6.6, Growth: 17.8%)
$132.70
(-25%)
📈
Valuation based on Current Earnings
RECOVERY PLAY: Stock looks expensive now (24x PE), but valuation improves significantly next year (14x PE) as earnings recover.
Trailing PE: 23.53 | Current EPS (TTM): $7.58
Bull Case
$318.39
(+81%)
Analyst growth 62.3%, PE expands to 25.9
Base Case
$289.44
(+65%)
Market implied 62.3%, PE stable at 23.5
Bear Case
$121.31
(-31%)
Severe decline -20.0%, PE contracts to 20.0
These are projections based on PE multiples and EPS growth scenarios, not predictions. Actual results may vary significantly.
Share & Embed Analysis
Last updated: July 13, 2026 8:02 PM ET
Data refreshes hourly during market hours. Next update: 9:02 PM
Data refreshes hourly during market hours. Next update: 9:02 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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