Booking Holdings Inc. (BKNG)

Over the past six months, Booking Holdings' stock (BKNG) has experienced movements and analyst activities. The stock's 52-week high was $5,839.41 on July 8, 2025, and its 52-week low was $4,096.23 on April 9, 2025. As of October 24, 2025, the closing share price was $5,146.16. The stock was down 6.87% over the past 30 days but up 18.61% over the past 12 months. Recent events include a Q2 2025 earnings beat driven by strong demand, Q3 2025 earnings expectations with projected EPS and revenue increases, analyst upgrades and price target adjustments from firms like Truist Securities and KeyBanc, and a focus on AI and the "Connected Trip" strategy.

Demand for Booking Holdings' products and services is seasonal, typical for the travel industry. Travel stocks are considered a cyclical sector highly sensitive to consumer travel demand and seasonality. This seasonality is reflected in the company's financial reporting and outlook, affecting adjusted EBITDA margins and room night growth projections. Management acknowledges the industry's volatility and the influence of economic factors on travel demand.

Booking Holdings, Inc. is a global leader in online travel and related services, operating as an Online Travel Agency (OTA) within the Consumer Cyclical sector and the Travel & Leisure industry. The company connects consumers with travel service providers worldwide, offering solutions for accommodations, flights, rental cars, and experiences through brands like Booking.com, Priceline, Agoda.com, KAYAK, Rentalcars.com, and OpenTable. Founded in 1997 as Priceline.com, Booking Holdings has grown through acquisitions and expansion to become a dominant force in digital travel.

Booking Holdings has an extensive global geographic footprint, connecting consumers with travel service providers across virtually every country. The company holds a dominant market position in Europe, particularly for hotels, and is also a significant player in North America. Its Agoda brand specifically caters to the Asia-Pacific market.

Booking Holdings maintains a strong brand reputation as the world's largest online travel agency by sales. The company aims to make travel easier and more accessible, building trust through user reviews. Recent focus on AI and the "Connected Trip" strategy enhances traveler experiences and contributes to its reputation for innovation and customer focus. There is no readily available information indicating specific negative events that have significantly impacted Booking Holdings' brand reputation in the past year.

Booking Holdings has a high level of institutional ownership, with 92.42% of the stock owned by hedge funds and other institutional investors. Major institutional owners include JPMorgan Chase (3.31%), Vanguard Total Stock Market Index Fund Investor Shares (3.23%), Vanguard 500 Index Fund Investor Shares (2.85%), Price T Rowe Associates (2.70%), and Capital World Investors (2.67%).