How to Buy Booking Holdings Stock
Booking Holdings Inc
Booking Holdings Inc. is a leading global provider of online travel and dining reservation services. The company manages a portfolio of well-known digital platforms. Among these, Booking.
Booking Holdings stock last closed at $193.29, down 0.94% from the previous day, and has decreased 13.49% in one year. It has underperformed other stocks in the Travel Services industry by 0.1 percentage points. Booking Holdings stock is currently +28.74% from its 52-week low of $150.14, and -14.3% from its 52-week high of $225.54.
At the moment, there are 751.38M BKNG shares outstanding. The market capitalization of BKNG is $145.23B. In the past 24 hours, 5.11M BKNG shares were traded.
How to Buy Booking Holdings Stock
Wondering how to invest in Booking Holdings stock? Here's how.
- Decide where to buy Booking Holdings stock: You need to choose a stock brokerage, but don't worry - we've tried dozens of online brokerages and apps to help you determine where to buy Booking Holdings stock.
- Create a brokerage account: Sign up for 0% fee trading with the highest-rated brokerage we've found.
- Deposit money your brokerage account: Pick your payment method and add your details.
- Evaluate Booking Holdings stock: The Booking Holdings ticker symbol is BKNG. Is Booking Holdings stock a good investment? Should you buy shares of BKNG? How do BKNG's underlying business fundamentals look? Do top analysts think Booking Holdings is a good buy? Why has BKNG's stock price moved recently? (Hint: Our stock analysis website can help you decide if BKNG is a good stock to buy).
- Execute your BKNG trade: Decide if you will purchase BKNG shares at the current market price or use a limit order to purchase BKNG shares at a particular price.
- Get the latest scoop on your BKNG position: Create a watchlist to important updates regarding your investment in Booking Holdings stock.
Step 1: Decide where to buy Booking Holdings stock
You will need an online brokerage account in order to access the NASDAQ market and buy BKNG stock.
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Open eToro AccountStep 2: Create a brokerage account
Now that you've chosen your brokerage, you'll need to fill out some personal info so you are able to buy BKNG stock today.
How to Set Up a New Account on eToro
- Click here to get started.eToro is a multi-asset investment platform. The value of your investments may go up or down. Your capital is at risk.
- Enter your personal info to create your new trading account.
- Submit your application by hitting the "Create Account" button. Get started with eToro today
Step 3: Deposit money your brokerage account
Now that you've filled out your info on the best stock app to use, your next step is to transfer the money for your investment:
Check out the tutorial below if you need help transferring funds into your new investment account.
Step 4: Evaluate Booking Holdings stock
After you have selected the best place to buy Booking Holdings stock, it's crucial to analyze their stock before you buy, so you truly understand the risk and opportunity.
Booking Holdings quick stats
Booking Holdings Overview
WallStreetZen was created to help part-time investors perform better fundamental analysis.
You can view all of the due diligence checks on BKNG's stock page.
Is BKNG stock properly valued?
Investors use a variety of different financial metrics, analyses, models, and charts to gauge BKNG's intrinsic value.
Using relative valuations metrics:
- BKNG may be undervalued based on its P/E ratio of 21.19x, relative to Travel Services industry P/E ratio of 24.9x
- BKNG could be overvalued based on its PEG ratio of 1.25x
You can access more valuation research on BKNG's stock here.
A look at BKNG Cashflows and Balance Sheet
Pros:
- BKNG earnings of $10.39B is not enough to cover its interest payments.
- BKNG's operating cash flow of $9.86B allows it to safely service it's debt of $20.69B.
- BKNG profit margin has gone up from 19.2% to 25.5% in the past year.
- There are more short-term assets than short-term liabilities on the BKNG balance sheet.
- There are more short-term assets than long-term liabilities on the BKNG balance sheet.
Cons:
- BKNG debt to equity ratio of -3.75 is negative.
- Total BKNG debt is still negative.
Is BKNG stock a Buy, Hold, or Sell, according to analysts?
Out of 23 Equities analysts who monitor BKNG, the consensus analyst rating on BKNG is a Strong Buy
It's important to note that analyst forecasts are not recommendations, nor are they investment advice.
Most Recent BKNG Analyst Ratings
Daniel Kurnos, a top 4% analyst from Benchmark maintains BKNG with a strong buy rating and raises their BKNG price target from $220.00 to $250.00, on Aug 5, 2026.
Ronald Josey, a top 4% analyst from Citigroup maintains BKNG with a strong buy rating and raises their BKNG price target from $225.00 to $236.00, on Aug 5, 2026.
Citigroup's Ronald Josey raised their price target on Booking Holdings (NASDAQ: BKNG) by 4.9% from $225 to $236 on 2026/08/05. The analyst maintained their Strong Buy rating on the stock.
Booking Holdings reported its Q2 2026 earnings.
Following the better-than-expected print, Josey took a more favorable stance on the stock.
The analyst noted that travel demand is holding strong.
Earnings Report
For Q2 2026, Booking Holdings reported:
- EPS of $2.54, which beat the Zacks Consensus Estimate of $2.45 and, by 14.4%, Q2 2025’s $2.22.
- Revenue of $7.35B, which beat the Zacks Consensus Estimate by 2.26% and, by 8%, Q2 2025’s $6.8B.
Management guided:
For Q3 2026:
- Revenue growth of 4% to 6%.
For FY 2026:
- EPS growth in low to mid-teens.
- Revenue growth in high single digits.
CEO Glenn Fogel commented: "Despite continued geopolitical and macroeconomic uncertainty during Q2, the underlying desire to travel remained resilient, and we are pleased with our results, which reflect the strength of our global platform and the disciplined execution of our teams.
"We also increased the expected annual run-rate savings enabled by our Transformation Program, creating additional capacity to invest in our strategic priorities.
“We remain focused on what we can control–building better experiences for travelers, creating greater value for our partners, and strengthening our business for the long term."
Jed Kelly, a top 11% analyst from Oppenheimer maintains BKNG with a buy rating and raises their BKNG price target from $215.00 to $240.00, on Aug 5, 2026.
Naved Khan, a top 10% analyst from B. Riley Securities maintains BKNG with a strong buy rating and raises their BKNG price target from $264.00 to $274.00, on Aug 5, 2026.
Thomas Champion, a top 11% analyst from Piper Sandler reiterates BKNG with a hold rating and raises their BKNG price target from $195.00 to $215.00, on Aug 5, 2026.
You can dive deeper into what analysts are saying on the Booking Holdings stock forecast page.
BKNG Momentum
BKNG Growth Numbers
Last year, BKNG earnings were $7.21B. Over the past 5 year, BKNG's earnings have gone up by 86.61% per year. This was faster than the Travel Services industry average of 55.43%.
Last year, BKNG revenue was $28.24B. In the past five year, BKNG's revenue has grown by 31.51% per year. This was slower than the Travel Services industry average of 64.82%.
Dig into BKNG's earnings and revenue performance here.
Latest Insiders Trades at BKNG
In the past year, insiders at BKNG have sold more shares than they have bought.
Robert J. Mylod Jr., Director of BKNG, was the latest BKNG insider to sell. They sold $200,000.00 worth of BKNG shares on Sep 1, 2026.
Get more info about who owns BKNG shares here.
Does BKNG stock generate passive income?
Booking Holdings pays a dividend of 0.63%, compared to the Travel Services industry's average dividend yield of 1.28%. If you owned $1,000 of BKNG stock, you would have been paid $6.33 in the past year.
Dig into more analysis about Booking Holdings dividend yield and history here.
BKNG Social Trading Data
One of the primary reasons eToro is our favorite brokerage is because of its social trading community.
Click below to find out what other community members have to say.
Step 5: Execute your BKNG trade
There are two primary options:
- Market order: A market order is an order to buy or sell a security at the best available price.
Market orders are mostly the best for newer investors. - Limit order: A limit order lets you buy or sell a security at a specific price (or better).
If you want to be certain you're buying or selling at a given dollar amount, place a limit order.
Press the Open Trade button and eToro will execute the order.
If you want more info about investing in stocks on eToro, watch the how to video below:
Step 6: Get the latest scoop on your BKNG position
Now that you own some BKNG shares, you'll want to stay up-to-date on your investment.
Start a watchlist to keep tabs on your BKNG stock.
BKNG Feed
How to Buy Stock in Booking Holdings
To reiterate, here are the 6 steps you need to take to buy Booking Holdings stock right now:
- Decide where to buy Booking Holdings stock
- Create a brokerage account
- Deposit money your brokerage account
- Evaluate Booking Holdings stock
- Execute your BKNG trade
- Get the latest scoop on your BKNG position
If you need a online brokerage, eToro is our favorite venue.
Get Started with eToro TodayIf you want to keep track of your new investment in Booking Holdings, create your watchlist below.
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