Booking Holdings Inc. (BKNG)

Over the past six months, Booking Holdings' stock (BKNG) has experienced some fluctuations. As of January 23, 2025, the stock was down 6.04% over the preceding six months but up 3.67% over the 30 days leading up to January 5, 2026. The stock's 52-week high was $5,839.41, and its 52-week low was $4,096.23. On October 28, 2025, Booking Holdings reported stronger-than-expected quarterly earnings, with $99.50 earnings per share (EPS), surpassing the consensus estimate of $95.56. The company declared a quarterly dividend of $9.60, which was paid on December 31, 2025, to stockholders of record on December 5, 2025. Several analyst firms updated their ratings and price targets for BKNG. There was insider selling activity reported.

Demand for Booking Holdings' products and services is seasonal, aligning with the cyclical nature of the broader travel industry. The Consumer Discretionary sector typically experiences seasonal strength from October to April. The company has historically seen robust leisure travel demand, with expectations for strong performance during peak travel periods. Travel demand is influenced by factors such as consumer spending, economic health, and advances in information technology.

Booking Holdings, Inc. (BKNG) is a leading American travel technology company in the Consumer Discretionary sector, specifically the Online Travel Agencies industry. It provides online travel and related services to consumers and partners across more than 220 countries and territories through brands like Booking.com, Priceline.com, and Agoda. The company offers accommodation reservations, airline tickets, rental cars, vacation packages, cruises, and restaurant reservations, generating revenue primarily through commissions from bookings and advertising.

Booking Holdings has an extensive international presence, operating in over 220 countries and territories and offering services in more than 40 languages. Its global footprint spans key regions including North America, Europe, Asia-Pacific, Latin America, the Middle East, and Africa. The company maintains major global offices in these regions, with its headquarters located in Norwalk, Connecticut, United States. The United States and the Netherlands are specifically highlighted as regions where the company exhibits strong asset utilization efficiency.

Booking Holdings maintains a strong brand reputation as a world leader in the online travel market. Its brands, such as Booking.com, Priceline, and Agoda, are widely recognized. In the past year, Booking Holdings has been recognized on several Forbes lists for 2025 and 2026, including "America's Best Companies," "Most Trusted Companies in America," "World's Top Companies for Women," and "World's Best Employers." The company's substantial marketing spend, sometimes referred to as "Google tax," has been noted in comparison to competitors like Airbnb.

Booking Holdings' stock ownership is primarily institutional, with approximately 75.02% to 94.99% held by institutional investors such as Vanguard Group Inc and BlackRock, Inc. Individual investors and public companies own a smaller portion, around 24.79% to 25.80%. Insider ownership is relatively low, ranging from 0.16% to 3.82%.