BKNG

In the past six months, Booking Holdings' stock underwent a 1-to-25 stock split on April 6, 2026, and experienced a 21.80% decline in share price from September 15, 2025, to September 11, 2026. Shares declined in September 2026 due to fears that Meta Platforms' new AI agent, "Muse," could disintermediate online travel agencies, especially after rival Expedia announced a partnership with Muse. Additionally, the European General Court upheld an antitrust veto blocking Booking Holdings' acquisition of ETraveli Group, which was a setback for its "Connected Trip" flight-integration strategy. Despite these challenges, the company reported higher second-quarter 2026 revenue, exceeding expectations due to strong travel demand, with $2.54 earnings per share and revenue reaching $7.35 billion, an 8.1% increase year-over-year. Following these positive results, TD Cowen upgraded Booking Holdings to a "Strong-Buy" rating in September 2026.