Booking Holdings May Consider Stock Split, Attracting Investor Interest

Written by Emily J. Thompson, Senior Investment Analyst

BKNG-1.32%

NVR+1.68%

SEB-2.01%

Source: NASDAQ.COM

Updated: 4d ago

0mins

Source: NASDAQ.COM

Stock Split Potential: Booking Holdings, having undergone a reverse split 23 years ago, is seen as the most likely candidate for a stock split, appealing particularly to retail investors looking for more affordable share prices.
High Price Challenge: NVR's share price stands at $7,762, making it the second-highest priced stock after Berkshire Hathaway, and its long-standing avoidance of dividends significantly reduces the likelihood of a split, limiting its attractiveness.
Financial Volatility Risk: Seaboard's diversified operations have shown double-digit revenue growth in three of the last five years, but its financial volatility raises concerns about the risks of splitting shares after strong performance, potentially harming stock value.
Investment Caution: Despite being a potential split candidate, Booking Holdings is not included in the Motley Fool's current list of top investment stocks, indicating that investors should exercise caution when considering this stock.

BKNG

$5085.22+Infinity%1D

Analyst Views on BKNG

Wall Street analysts forecast BKNG stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for BKNG is 6153 USD with a low forecast of 5407 USD and a high forecast of 6850 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.

25 Analyst Rating

18 Buy

7 Hold

0 Sell

Moderate Buy

Current: 5153.410

Low

5407

Averages

6153

High

6850

Current: 5153.410

Low

5407

Averages

6153

High

6850

Wells Fargo

Equal Weight

maintain

2026-01-09

Reason

Wells Fargo

Price Target

AI Analysis

2026-01-09

maintain

Equal Weight

Reason

Wells Fargo raised the firm's price target on Booking Holdings to $5,954 from $5,523 and keeps an Equal Weight rating on the shares. The firm sees a constructive cyclical backdrop for Online Travel Agencies heading into 2026. Wells is raising OTA room nights forecast. AI disintermediation risk has largely receded from shares, but it still sees change ahead.

Cantor Fitzgerald

Deepak Mathivanan

Neutral

maintain

2026-01-08

Reason

Cantor Fitzgerald

Deepak Mathivanan

Price Target

2026-01-08

maintain

Neutral

Reason

Cantor Fitzgerald analyst Deepak Mathivanan raised the firm's price target on Booking Holdings to $5,830 from $5,550 and keeps a Neutral rating on the shares. Despite lingering macro concerns, the outlook for Global Internet stocks into 2026 is increasingly positive as AI enters a "Synergy" phase that should drive accelerating revenue growth, improved value capture, and clearer long-term returns on capex, the analyst tells investors in a research note. With valuations still about 20% below medium-term ranges despite 2025 outperformance, the group is positioned to outperform in 2026 amid positive estimate revisions and improving sentiment, Cantor says.

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Bernstein

Market Perform

downgrade

2026-01-06

Reason

Bernstein

Price Target

2026-01-06

downgrade

Market Perform

Reason

Bernstein lowered the firm's price target on Booking Holdings to $5,407 from $5,433 and keeps a Market Perform rating on the shares. The firm says it normally bemoans the fact that every year our outlook piece has to be overly focused on recession risk. 2026 looks a rare exception, which should be a good year for travel with more stable U.S./China markets, limited supply supporting pricing and a strong event calendar. Bernstein is positive on the fundamentals, but notes that for OTAs, the AI question will dominate as online travel stocks remain at the center of the AI debate.

Argus

John Staszak

Buy

maintain

2026-01-06

Reason

Argus

John Staszak

Price Target

2026-01-06

maintain

Buy

Reason

Argus analyst John Staszak raised the firm's price target on Booking Holdings to $6,400 from $6,000 and keeps a Buy rating on the shares. The firm says demand for travel remains solid. It is positive on online travel companies, particularly Booking, citing its focus on Europe. The company to benefit from the strength of its Booking.com brand in Europe and from a recovery in the U.S., the analyst tells investors in a research note.

About BKNG

Booking Holdings Inc. is a provider of travel and restaurant online reservation and related services. The Company offers its services through five primary consumer-facing brands: Booking.com, Priceline, Agoda, KAYAK, and OpenTable. Through its brands, consumers can book an array of accommodations (including hotels, motels, resorts, homes, apartments, bed and breakfasts, hostels, and other alternative and traditional accommodation properties) and a flight to their destinations; make a car rental reservation or arrange for an airport taxi; make a dinner reservation; or book a vacation package, tour, activity, or cruise. Consumers can also use its meta-search services to easily compare travel reservation information, such as flight, hotel, and rental car reservations from hundreds of online travel platforms at once. Booking.com offers accommodation reservation services for approximately 4.0 million properties in over 220 countries and territories and in over 40 languages.

About the author

Emily J. Thompson

Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.