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 $4,457.17, up 0.31% from the previous day, and has decreased 6.75% in one year. It has underperformed other stocks in the Travel Services industry by 0.03 percentage points. Booking Holdings stock is currently +8.81% from its 52-week low of $4,096.23, and -23.67% from its 52-week high of $5,839.41.
At the moment, there are 32.23M BKNG shares outstanding. The market capitalization of BKNG is $143.67B. In the past 24 hours, 532,000 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 overvalued based on its P/E ratio of 28.73x, relative to Travel Services industry P/E ratio of 25.25x
- BKNG could be undervalued based on its PEG ratio of 0.88x
You can access more valuation research on BKNG's stock here.
A look at BKNG Cashflows and Balance Sheet
Pros:
- There are more short-term assets than long-term liabilities on the BKNG balance sheet.
- There are more short-term assets than short-term liabilities on the BKNG balance sheet.
- BKNG's operating cash flow of $8.64B allows it to safely service it's debt of $17.53B.
Cons:
- Total BKNG debt is still negative.
- BKNG debt to equity ratio of -7.07 is negative.
- BKNG profit margin has gone down from 21.8% to 19.4% in the past year.
- BKNG earnings of $8.41B is not enough to cover its interest payments.
Is BKNG stock a Buy, Hold, or Sell, according to analysts?
Out of 15 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
John Staszak, a top 13% analyst from Argus Research maintains BKNG with a strong buy rating and raises their BKNG price target from $6,000.00 to $6,400.00, on Jan 6, 2026.
Argus Research's John Staszak raised their price target on Booking Holdings (NASDAQ: BKNG) by 6.7% from $6,000 to $6,400 on 2026/01/06. The analyst maintained their Strong Buy rating on the stock.
According to Staszak, consumer desire for travel is still quite high, and they are generally bullish on online travel agencies in general.
They are particularly bullish on Booking Holdings because of its concentration on the European market, the analyst continued.
Staszak predicted that the company would reap rewards from the growth of its Booking.com brand in Europe and the strengthening economy in the U.S.
Richard Clarke, a top 36% analyst from Bernstein maintains BKNG with a hold rating and lowers their BKNG price target from $5,433.00 to $5,407.00, on Jan 6, 2026.
Jake Fuller, a bottom 23% analyst from BTIG reiterates BKNG with a strong buy rating and maintains their BKNG price target from $6,250.00 to $6,250.00, on Dec 23, 2025.
Justin Post, a top 2% analyst from Bank of America upgrades BKNG to a strong buy rating and maintains their BKNG price target from $6,000.00 to $6,000.00, on Nov 24, 2025.
Daniel L. Kurnos, a bottom 10% analyst from Benchmark maintains BKNG with a strong buy rating and raises their BKNG price target from $6,200.00 to $6,400.00, on Oct 29, 2025.
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 $5.04B. Over the past 5 year, BKNG's earnings have gone up by 35.77% per year. This was slower than the Travel Services industry average of 66.22%.
Last year, BKNG revenue was $26.04B. In the past five year, BKNG's revenue has grown by 23.96% per year. This was slower than the Travel Services industry average of 26%.
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 $10,055.06 worth of BKNG shares on Feb 2, 2026.
Get more info about who owns BKNG shares here.
Does BKNG stock generate passive income?
Booking Holdings pays a dividend of 0.86%, compared to the Travel Services industry's average dividend yield of 1.85%. If you owned $1,000 of BKNG stock, you would have been paid $8.62 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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