How to Buy Booking Holdings Stock
Booking Holdings Inc
Booking Holdings Inc. provides travel and restaurant online reservation and related services worldwide. The company operates Booking. com, which offers online accommodation reservations; Rentalcars.
Booking Holdings stock last closed at $159.68, up 0.86% from the previous day, and has decreased 24.62% in one year. It has underperformed other stocks in the Travel Services industry by 0.27 percentage points. Booking Holdings stock is currently +6.35% from its 52-week low of $150.14, and -31.64% from its 52-week high of $233.58.
At the moment, there are 774.88M BKNG shares outstanding. The market capitalization of BKNG is $123.73B. In the past 24 hours, 7.19M 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 20.79x, relative to Travel Services industry P/E ratio of 21.36x
- BKNG could be undervalued based on its PEG ratio of 0.86x
You can access more valuation research on BKNG's stock here.
A look at BKNG Cashflows and Balance Sheet
Pros:
- BKNG's operating cash flow of $9.34B allows it to safely service it's debt of $18.94B.
- There are more short-term assets than long-term liabilities on the BKNG balance sheet.
- BKNG earnings of $9.06B is not enough to cover its interest payments.
- There are more short-term assets than short-term liabilities on the BKNG balance sheet.
Cons:
- Total BKNG debt is still negative.
- BKNG profit margin has gone down from 22.6% to 22.2% in the past year.
- BKNG debt to equity ratio of -4.18 is negative.
Is BKNG stock a Buy, Hold, or Sell, according to analysts?
Out of 26 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
Ronald Josey, a top 5% analyst from Citigroup maintains BKNG with a strong buy rating and lowers their BKNG price target from $250.00 to $225.00, on Apr 29, 2026.
Citigroup's Ronald Josey lowered their price target on Booking Holdings (NASDAQ: BKNG) by 10% from $250 to $225 on 2026/04/29. The analyst maintained their Strong Buy rating on the stock.
Booking Holdings reported its Q1 2026 earnings.
Cutting their price target, Josey cautioned that the Middle East conflict is clouding the company's near-term visibility.
Earnings Report
For Q1 2026, Booking Holdings reported:
- EPS of $1.14, which beat the Zacks Consensus Estimate by 3.64% and Q1 2025's $0.99.
- Revenue of $5.53B, which beat the Zacks Consensus Estimate by 0.61% and was up 16% Y/Y.
Management guided:
For Q2 206:
- 4% to 6% Y/Y revenue growth.
For FY 2026:
- Mid-to-high single-digit Y/Y revenue growth.
CEO Glenn Fogel commented: “Despite headwinds associated with the Middle East conflict, we are pleased to report a solid start to 2026, with Adjusted EBITDA growth of 19% (net income growth of 225%), alongside 15% growth in gross bookings and 16% revenue growth.
“These results highlight the resilience of our business and the discipline of our execution.
"Although the conflict’s dynamics impacted the quarter’s results, our underlying performance exceeded expectations across all key metrics, with continued strength in our strategic growth areas, particularly in the U.S.
"Regardless of near-term uncertainty, we remain focused on the factors within our control—furthering our Connected Trip vision, expanding our global reach, and leveraging Generative AI to enhance the value we deliver to travelers and partners.”
Jed Kelly, a top 14% analyst from Oppenheimer maintains BKNG with a buy rating and lowers their BKNG price target from $240.00 to $215.00, on Apr 29, 2026.
Ken Gawrelski, a top 18% analyst from Wells Fargo maintains BKNG with a hold rating and raises their BKNG price target from $214.00 to $215.00, on Apr 29, 2026.
Mark Mahaney, a top 3% analyst from Evercore ISI Group maintains BKNG with a buy rating and lowers their BKNG price target from $250.00 to $245.00, on Apr 29, 2026.
Deepak Mathivanan, a top 6% analyst from Cantor Fitzgerald maintains BKNG with a hold rating and lowers their BKNG price target from $180.00 to $175.00, on Apr 29, 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 $6.15B. Over the past 5 year, BKNG's earnings have gone up by 62.16% per year. This was slower than the Travel Services industry average of 81.07%.
Last year, BKNG revenue was $27.69B. In the past five year, BKNG's revenue has grown by 37.42% per year. This was slower than the Travel Services industry average of 59.07%.
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.
Ewout L. Steenbergen, CHIEF FINANCIAL OFFICER of BKNG, was the latest BKNG insider to sell. They sold $1,965,556.80 worth of BKNG shares on May 12, 2026.
Get more info about who owns BKNG shares here.
Does BKNG stock generate passive income?
Booking Holdings pays a dividend of 0.98%, compared to the Travel Services industry's average dividend yield of 4.38%. If you owned $1,000 of BKNG stock, you would have been paid $9.84 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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