BKNG Should I Buy
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Booking Holdings Inc. (BKNG) is not a strong buy at the moment for a beginner investor with a long-term horizon. While the company has solid financials and positive long-term prospects, the current technical indicators suggest a bearish trend, and the stock is oversold. Additionally, there are mixed analyst ratings and no immediate positive catalysts to drive significant near-term growth. It is better to wait for a clearer entry point or improved sentiment before investing.
The technical indicators for BKNG show a bearish trend. The MACD histogram is negative and contracting (-78.962), RSI is at 17.097, indicating oversold conditions, and moving averages are bearish (SMA_200 > SMA_20 > SMA_5). The stock is trading below key support levels, with S1 at 4220.509 and S2 at 3986.466, suggesting further downside risk.
Booking.com has been named the Official Travel Partner for the Route 66 Centennial, which could enhance its brand visibility and attract more customers.
The technology and consumer discretionary sectors are expected to outperform the S&P 500 over the next year, which could benefit BKNG as part of this sector.
Concerns over AI-driven competitive risks in the online travel agency space.
Mixed analyst ratings with some downgrades citing limited near-term catalysts and structural risks from AI.
The stock has dropped 16% recently, reflecting investor concerns.
In Q3 2025, Booking Holdings reported strong financial growth: Revenue increased by 12.68% YoY to $9.008 billion, Net Income rose by 9.18% YoY to $2.748 billion, and EPS grew by 13.55% YoY to 84.4. Gross margin remained stable at 100%.
Analyst sentiment is mixed. Recent upgrades (e.g., Gordon Haskett and Mizuho) highlight the stock's defensive positioning and compelling valuation, while downgrades (e.g., Citizens) point to limited near-term catalysts and AI-related risks. Price targets range from $5,407 to $6,608, indicating potential upside but with varying levels of confidence.
