Booking Holdings Inc. ($BKNG) Stock Forecast: Down 8.2% Today

What is Booking Holdings Inc.?

Booking Holdings (BKNG) is a leading online travel agency, known for its diverse portfolio of travel services and strong financial performance. Today, the stock experienced a significant bearish movement.

Why is Booking Holdings Inc. going down?

BKNG stock is down 8.2% on Feb 19, 2026 19:35

• Despite reporting strong Q4 results and announcing a 25-to-1 stock split, BKNG faced a bearish market due to cautious 2026 guidance and analyst target trimming, highlighting investor concerns about future performance.
• The whale activity in consumer discretionary stocks, including BKNG, might have contributed to the bearish movement as traders made significant option trades based on market sentiment and company-specific factors.
• CEO Glenn Fogel's insights on the impact of AI in the travel industry could have also influenced investor sentiment, with concerns about technological disruptions affecting BKNG's competitive position.
• The deep dive analysis on BKNG's strategic shift and market dominance provides a positive long-term outlook, suggesting that despite the recent stock volatility, the company's fundamentals and market position remain strong, potentially offering a buying opportunity for investors confident in sustained travel demand.

BKNG Price Chart

BKNG Technical Analysis

BKNG News

Down 32%, Booking Holdings Announces 25-to-1 Stock Split. Time to Buy?

Booking Holdings (BKNG) reported strong Q4 results, beating revenue and EPS estimates, raising its dividend, and announcing a 25-to-1 stock split. Despite robust core performance in online travel, the stock fell significantly due to cautious 2026 guidance and analyst target trimming. While the stock split might attract retail investors, the article suggests Booking Holdings remains a good long-term buy for those confident in sustained travel demand, given its consistent growth and shareholder returns.

https://247wallst.com/investing/2026/02/19/down-32-booking-holdings-announces-25-to-1-stock-split-time-to-buy/

10 Consumer Discretionary Stocks Whale Activity In Today's Session

This article details recent "whale activity" in options trading for ten consumer discretionary stocks. It highlights specific bullish, bearish, and neutral option trades for companies like Tesla, Amazon, and Nike, providing strike prices, expiration dates, total trade prices, and contract volumes for each. The report aims to help traders identify potential opportunities based on significant options movements.

https://www.benzinga.com/insights/options/26/02/50727814/10-consumer-discretionary-stocks-whale-activity-in-todays-session

Booking Holdings CEO Glenn Fogel on Q4 earnings, state of travel and impact of AI

Booking Holdings CEO Glenn Fogel recently appeared on 'Squawk Box' to discuss the company's fourth-quarter earnings results. He also provided insights into the current state of consumer travel. Fogel addressed the evolving impact of artificial intelligence on the travel industry, offering his perspective on this technological shift.

https://www.cnbc.com/video/2026/02/19/booking-holdings-ceo-glenn-fogel-on-q4-earnings-state-of-travel-and-impact-of-ai.html

The Connected Giant: A Deep Dive into Booking Holdings Inc. (BKNG) in 2026

Booking Holdings Inc. is analyzed as a multi-brand giant dominating the online travel agency (OTA) landscape, focusing on its shift to a "Merchant Model" and "Connected Trip" strategy. The article discusses BKNG's historical background, strong financial performance, leadership, and innovations, while also addressing risks like EU regulatory pressures and the potential threat of AI-driven search disruption. Despite recent stock volatility, the company maintains strong fundamentals and investor confidence due to its operational efficiency and market position.

https://markets.financialcontent.com/stocks/article/finterra-2026-2-19-the-connected-giant-a-deep-dive-into-booking-holdings-inc-bkng-in-2026

Citizens reiterates Market Outperform on Addus HomeCare stock at $150

Citizens has reiterated a "Market Outperform" rating on Addus HomeCare (NASDAQ: ADUS) with a maintained price target of $150, suggesting a 32% upside. The firm anticipates strong execution from Addus HomeCare into 2026, driven by recent rate increases in key personal care states. According to InvestingPro data, the stock appears undervalued and the company is well-positioned for accretive acquisitions due to its moderate debt level and projected $140 million in free cash flow for 2026.

https://www.investing.com/news/analyst-ratings/citizens-reiterates-market-outperform-on-addus-homecare-stock-at-150-93CH-4512854

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Booking Holdings Inc. Price History

02.11.2025 - BKNG Stock was up 5.0%

• Booking Holdings Inc. (BKNG) saw a bullish market movement today, driven by multiple factors:
• Strong quarterly earnings report with EPS of $99.50 and revenue of $9.01 billion, surpassing analyst expectations, indicating robust financial performance.
• Increased stake by institutional investors like Shelton Capital Management, Panagora Asset Management Inc., and Fisher Asset Management LLC, reflecting confidence in the company's future growth prospects.
• Positive market sentiment due to the company's strategic focus on AI initiatives in holiday shopping, showcasing potential for enhanced customer experience and operational efficiency.
• Overall, the combination of strong financial results, increased institutional investments, and promising AI-driven strategies contributed to the bullish movement in BKNG's stock price.

04.01.2026 - BKNG Stock was down 11.1%

• An upgrade by Mizuho to Outperform with a $6,000 target hints at a positive future for Booking Holdings, yet investor unease persists due to a recent 16% stock decline and concerns surrounding AI technology.
• The change in Kayak's CEO and a price target reduction by a UBS analyst likely exacerbated the negative atmosphere around Booking Holdings, resulting in a 9.3% drop in the stock price.
• Despite optimistic expectations for Q4 earnings in terms of EPS and revenue growth, uncertainties arising from leadership alterations and market conditions appear to have dampened investor confidence in BKNG.
• Varied analyst viewpoints on consumer cyclical companies, like Booking Holdings, may have further augmented the prevailing bearish sentiment in the market, impacting the stock's performance.

19.01.2026 - BKNG Stock was down 7.2%

• Today, BKNG stock displayed a bearish movement.
• CEO Glenn Fogel's insider selling of 10,129 shares in the past year could have contributed to negative investor sentiment towards the stock.
• Despite strong Q4 2025 results, including a 16% revenue increase and more room nights booked, investor concerns about Fogel's significant stock sales and a potential overvaluation of the stock might have led to a negative market response.
• The discussion on the future impact of artificial intelligence in the travel sector by Fogel and CFO Ewout Steenbergen could drive long-term growth for the company. However, short-term focus on insider selling activities may have diverted attention from these advancements.

19.01.2026 - BKNG Stock was down 7.7%

• The bearish movement in BKNG stock could be attributed to CEO Glenn Fogel's significant insider selling activity, raising concerns among investors about the company's future performance.
• The impact of AI on reducing customer service costs by 10% while experiencing a rise in booking volumes might have raised questions about the sustainability of this cost-saving measure and its long-term effects on profitability.
• Fogel's stock sales near the 52-week low, despite a strong fourth-quarter earnings report, could have signaled to the market a lack of confidence in the stock's potential for growth, leading to a negative sentiment among investors.
• The overall market sentiment towards BKNG may have been influenced by the combination of insider selling, AI-driven operational changes, and the CEO's actions, resulting in a bearish movement despite the company's strong market position and financial performance.

19.01.2026 - BKNG Stock was down 8.2%

• Despite reporting strong Q4 results and announcing a 25-to-1 stock split, BKNG faced a bearish market due to cautious 2026 guidance and analyst target trimming, highlighting investor concerns about future performance.
• The whale activity in consumer discretionary stocks, including BKNG, might have contributed to the bearish movement as traders made significant option trades based on market sentiment and company-specific factors.
• CEO Glenn Fogel's insights on the impact of AI in the travel industry could have also influenced investor sentiment, with concerns about technological disruptions affecting BKNG's competitive position.
• The deep dive analysis on BKNG's strategic shift and market dominance provides a positive long-term outlook, suggesting that despite the recent stock volatility, the company's fundamentals and market position remain strong, potentially offering a buying opportunity for investors confident in sustained travel demand.

19.01.2026 - BKNG Stock was down 5.8%

• The bearish movement in Booking Holdings (BKNG) today could be attributed to the recent 17% stock correction the company experienced, which might have raised concerns among investors about its growth prospects.
• The upcoming earnings release on February 18, 2026, has likely added to the uncertainty surrounding BKNG, as investors await insights into the company's financial performance and strategic direction.
• Despite its "Connected Trip" vision and efforts to integrate AI into travel, the market may be cautious about how Booking Holdings will navigate challenges in the global leisure travel sector, especially in the face of economic uncertainties and changing consumer behavior.

06.00.2026 - BKNG Stock was down 0.3%

• The bearish movement in Booking Holdings' stock today could be attributed to significant unusual options activity observed, with a mix of both bullish and bearish sentiment. The high volume of puts totaling over $4.8 million might have signaled some negative sentiment among investors.
• Despite the recent price target upgrade to $6,400 and the positive outlook on travel demand and Booking's strong position, investors might be cautious due to the recent short-term share price softness and potential risks such as geopolitical uncertainties and rising customer acquisition costs.
• The increase in institutional holdings could indicate long-term confidence in Booking Holdings, but the market might be reacting to the short-term fluctuations and uncertainties in the travel industry.
• Overall, the bearish movement in BKNG's stock today could be a result of investors reevaluating the company's valuation amidst a backdrop of mixed market sentiment and potential risks in the travel sector.

18.01.2026 - BKNG Stock was up 5.1%

• Booking Holdings (BKNG) observed a positive market shift today, potentially linked to the market's anticipation of its upcoming fourth quarter and full-year 2025 earnings report.
• Investors seem to hold a positive outlook on the company's performance and strategic decisions, particularly given a recent 17% stock correction and its focus on integrating AI into travel through the "Connected Trip" concept.
• The favorable market sentiment might also be influenced by the perceived undervaluation of the U.S. market, with identified undervalued stocks such as IBM and Arista Networks according to an analysis by Morningstar.
• The focus leading up to the earnings call on February 18 is on how Booking Holdings will demonstrate its resilience in the global leisure travel industry and the success of its strategic initiatives.

18.01.2026 - BKNG Stock was up 5.5%

• BKNG's bullish movement could be attributed to positive market sentiment and investor optimism in the travel industry.
• The decline in Expedia Group's (EXPE) stock due to market anxiety and concerns about AI disruption may have indirectly benefited BKNG, as investors might be shifting their focus towards companies with more stable growth prospects.
• As the travel industry continues to recover from the impact of the pandemic, investors may be viewing BKNG as a favorable investment option given its established presence and diverse portfolio of travel services.
• Overall, BKNG's bullish movement today may be a reflection of renewed confidence in the travel sector and positive expectations for the company's future performance.

03.01.2026 - BKNG Stock was down 8.5%

• The sudden departure of Kayak's CEO and co-founder, Steve Hafner, and the appointment of Peer Bueller as the new CEO may have caused uncertainty and concerns among investors, leading to a bearish trend in BKNG stock.
• Hafner's shift to an AI innovation role within Booking Holdings could indicate a strategic focus on technology and future growth, but the immediate leadership change might have created short-term volatility in the market.
• The challenges faced by the travel metasearch industry, particularly from Google's dominance and generative AI, could have also contributed to the negative sentiment surrounding BKNG stock.
• The adjustment of price targets by UBS and other analysts might have further influenced investor confidence, potentially amplifying the bearish movement in Booking Holdings' stock price.

03.01.2026 - BKNG Stock was down 9.7%

• Today's negative movement in BKNG stock can be linked to the following factors:
• The recent change in leadership at Kayak, with CEO Steve Hafner stepping down and Peer Bueller assuming the CEO role, may have sparked uncertainty and investor apprehension regarding the company's future management and strategic path.
• The company's increased focus on AI innovation, with Hafner transitioning to an executive chair position, hints at potential alterations in the business model and technological ventures of Booking Holdings.
• The prevalent bearish tone in BKNG options trading, characterized by a higher proportion of bearish trades compared to bullish ones, suggests that institutional investors and major market players are treading cautiously concerning the stock's short-term prospects.
• Market dynamics and investor sentiments towards the travel sector at large may have also played a part in the downward trend of BKNG stock, reflecting ongoing worries about travel limitations and uncertainties related to the pandemic.

03.01.2026 - BKNG Stock was down 5.2%

• The bearish movement in BKNG stock today could be attributed to the leadership change at Kayak, one of Booking Holdings' subsidiaries, with the CEO stepping down after 22 years. This transition, coupled with challenges in the travel metasearch industry, may have raised concerns among investors about the company's future direction and competitiveness.
• The news of insiders selling off shares of Booking Holdings Inc. despite an increase in stake by Jones Financial Companies Lllp could have also contributed to the negative sentiment surrounding the stock, indicating a lack of confidence from within the company.
• Additionally, the overall uncertainty in the travel industry due to factors like Google's dominance and generative AI might have further pressured BKNG stock, reflecting broader concerns about the sector's outlook and competitive landscape.
• While TripAdvisor Inc.'s relevance as a travel research tool was highlighted positively, the focus on its strength as a review platform rather than a booking platform could have indirectly underscored challenges faced by companies like Booking Holdings in attracting and retaining customers in the evolving travel market.