BKNG Stock Analysis: Buy, Sell, or Hold?
BKNG - Booking Holdings Inc. Common Stock
$192.90
-0.34 (-0.18%)
▼
5d:
+8.7%
30d:
+5.62%
90d:
+14.58%
HOLD
MODERATE Confidence
Analysis Updated: Jul 31, 2026 12:00 AM ET
Earnings: Aug 04, 2026
TODAY
Smart Money Distribution
None View Scanner →
Strength: 7.9/10
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Interactive Price Chart (1 Month)
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Bottom Line:
📊 HOLD: BKNG trades at premium valuation expecting 29.0% growth. Hold existing positions but don't chase. Wait for better entry.
📊 HOLD: BKNG trades at premium valuation expecting 29.0% growth. Hold existing positions but don't chase. Wait for better entry.
Long-Term Wealth Forecast (2031)
Based on Analyst Consensus Growth & Historical Valuation
0% (Stagnation)
50% (Hyper Growth)
EST. PRICE IN 2031
$149.07
Based on 10.8% avg growth
INTRINSIC VALUE TODAY
$92.56
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 7.3x Exit PE.
In-depth Analysis How we analyze
Valuation Analysis: BKNG is currently trading at $192.90, which is considered extended relative to its 30-day fair value range of $173.60 to $188.87. From a valuation perspective, the stock is trading at a premium (Forward PE: 15.7) compared to its historical average (7.3). At these levels, the market is pricing in 29.0% 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 $171.02, while resistance sits at $204.61.
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 $224.42 (+16.3%). The stock is fairly positioned - fine to hold existing positions or accumulate slowly on dips, but not an urgent buy.
Technical Outlook: Technically, BKNG is in a uptrend. Immediate support is located at $171.02, while resistance sits at $204.61.
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 $224.42 (+16.3%). 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
EXTENDED
Historical Trading Range
$173.60 -
$188.87
Company Quality Score
56/100
(HOLD)
Volume Confirmation
HIGH
Confidence Score
59.5%
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: Price extended above range
- BULLISH: Strong technical setup (75/100)
- BULLISH: High volume confirmation
- BULLISH: Trading below Wall St target ($224.42)
- NEUTRAL: PE elevated vs history but 29.0% growth expectation is conservative given 240% recent growth
Trading Range Analysis
30-Day Trading Range
$173.60 -
$188.87
Current vs Trading Range
EXTENDED
Support & Resistance Levels
Support Level
$171.02
Resistance Level
$204.61
Current Trend
Uptrend
Technical data as of
Jul 31, 2026
Fundamental Context
Forward P/E (Next Year Est.)
15.70
Wall Street Target
$224.42
(+16.3%)
Revenue Growth (YoY)
16.2%
Earnings Growth (YoY)
240.0%
Profit Margin
22.2%
Valuation Premium vs History
+29.0% premium
PE vs Historical
15.7 vs 7.3
STRETCHED
Market-Implied Price Targets
If current PE multiple persists
Implied Growth (YoY):
+29.0%
(market-implied from PE analysis)
1-Year Target
$248.84
(+29%)
2-Year Target
$321.00
(+66%)
3-Year Target
$414.10
(+115%)
3-Yr Target (if PE normalizes)
(PE: 16→7)
PE COMPRESSION
$192.53
(0%)
Earnings growth offset by PE compression
3-Year Scenarios
Using analyst projected EPS growth
Bull:
(PE: 20.7, Growth: 17.6%)
$413.88
(+115%)
Base:
(SPY PE: 15.7, Growth: 17.6%)
$313.48
(+63%)
Bear:
(PE: 7.3, Growth: 17.6%)
$145.75
(-24%)
📈
Valuation based on Current Earnings
RECOVERY PLAY: Stock looks expensive now (27x PE), but valuation improves significantly next year (16x PE) as earnings recover.
Trailing PE: 26.51 | Current EPS (TTM): $7.29
Bull Case
$358.24
(+86%)
Analyst growth 68.5%, PE expands to 29.2
Base Case
$325.67
(+69%)
Market implied 68.5%, PE stable at 26.5
Bear Case
$131.40
(-32%)
Severe decline -20.0%, PE contracts to 22.5
These are projections based on PE multiples and EPS growth scenarios, not predictions. Actual results may vary significantly.
Share & Embed Analysis
Last updated: August 03, 2026 1:53 AM ET
Data refreshes hourly during market hours. Next update: 2:53 AM
Data refreshes hourly during market hours. Next update: 2:53 AM
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Technical Signals Check
Is BKNG showing a specific setup today?
Insider Activity (6 Months)
4
Buys
10
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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