RFG Advisory LLC Acquires 301 Shares of Booking Holdings Inc. $BKNG

RFG Advisory LLC boosted its holdings in Booking Holdings Inc. (NASDAQ:BKNG) by 167.2% in the 3rd quarter, according to its most recent filing with the Securities and Exchange Commission (SEC). The firm owned 481 shares of the business services provider’s stock after purchasing an additional 301 shares during the quarter. RFG Advisory LLC’s holdings in Booking were worth $2,597,000 as of its most recent SEC filing.

A number of other institutional investors have also added to or reduced their stakes in the stock. Norges Bank purchased a new stake in Booking during the second quarter valued at $2,210,917,000. Laurel Wealth Advisors LLC raised its holdings in shares of Booking by 578,824.0% in the second quarter. Laurel Wealth Advisors LLC now owns 289,462 shares of the business services provider’s stock worth $1,675,765,000 after buying an additional 289,412 shares during the period. Vestor Capital LLC lifted its position in shares of Booking by 658,925.0% during the second quarter. Vestor Capital LLC now owns 105,444 shares of the business services provider’s stock worth $610,441,000 after purchasing an additional 105,428 shares during the last quarter. Symphony Financial Ltd. Co. purchased a new position in Booking in the 2nd quarter worth about $536,675,000. Finally, Rakuten Investment Management Inc. purchased a new position in shares of Booking during the third quarter worth approximately $468,252,000. 92.42% of the stock is owned by hedge funds and other institutional investors.

Analyst Upgrades and Downgrades

Several equities research analysts have recently commented on the stock. BNP Paribas Exane set a $6,100.00 price target on shares of Booking in a report on Monday, November 24th. Argus boosted their target price on Booking from $6,000.00 to $6,400.00 and gave the stock a “buy” rating in a research note on Tuesday, January 6th. Benchmark upped their price target on shares of Booking from $6,200.00 to $6,400.00 and gave the company a “buy” rating in a research note on Wednesday, October 29th. Cantor Fitzgerald lifted their price target on Booking from $5,550.00 to $5,830.00 and gave the stock a “neutral” rating in a research report on Thursday, January 8th. Finally, Mizuho upgraded shares of Booking from a “neutral” rating to an “outperform” rating and set a $6,000.00 price objective for the company in a research note on Wednesday, February 4th. Twenty-eight research analysts have rated the stock with a Buy rating and nine have given a Hold rating to the company. According to data from MarketBeat.com, the stock presently has an average rating of “Moderate Buy” and an average target price of $6,171.56.

Booking Price Performance

Shares of NASDAQ:BKNG opened at $4,284.26 on Wednesday. Booking Holdings Inc. has a 1 year low of $4,096.23 and a 1 year high of $5,839.41. The firm has a market capitalization of $138.10 billion, a PE ratio of 27.85, a P/E/G ratio of 0.91 and a beta of 1.21. The business’s 50 day moving average price is $5,172.68 and its 200-day moving average price is $5,256.55.

Insider Transactions at Booking

In other news, Director Robert J. Mylod, Jr. sold 40 shares of the stock in a transaction that occurred on Monday, February 2nd. The shares were sold at an average price of $5,105.36, for a total value of $204,214.40. Following the completion of the sale, the director owned 840 shares of the company’s stock, valued at $4,288,502.40. This represents a 4.55% decrease in their position. The transaction was disclosed in a filing with the SEC, which is available at this hyperlink. Also, CEO Glenn D. Fogel sold 953 shares of the firm’s stock in a transaction that occurred on Thursday, January 15th. The stock was sold at an average price of $5,181.34, for a total transaction of $4,937,817.02. Following the sale, the chief executive officer owned 19,615 shares of the company’s stock, valued at $101,631,984.10. This represents a 4.63% decrease in their position. The disclosure for this sale is available in the SEC filing. Insiders have sold a total of 3,124 shares of company stock worth $16,194,538 in the last quarter. Company insiders own 0.16% of the company’s stock.

Key Booking News

Here are the key news stories impacting Booking this week:

• Positive Sentiment: Gordon Haskett upgraded BKNG from “hold” to “buy” and set a $5,440 price target (about a mid/high-single-digit upside from recent levels), giving investors a clear catalyst for buying interest. Gordon Haskett upgrade (Finviz)
• Positive Sentiment: Zacks highlighted Booking as a “top-ranked growth stock” in its style-score coverage, which can attract momentum and growth-focused investors. Booking Holdings (BKNG) is a Top-Ranked Growth Stock: Should You Buy?
• Neutral Sentiment: A short-interest report shows an anomalous reading of 0 shares short (likely a data glitch), producing a 0.0 days-to-cover number — this is not credible market evidence but worth noting for short-squeeze narratives.
• Neutral Sentiment: Broader market weakness (S&P 500 off record highs) is a background factor that can pressure travel names on risk-off days. Stock Market Live February 10, 2026: S&P 500 (SPY) Down from Record Highs
• Negative Sentiment: Technical analysis coverage flagged a developing head-and-shoulders pattern and called a recent sharp drop a “crash,” which could prompt short-term selling by traders. Booking Holdings stock crashes as a H&S pattern forms: buy the dip?
• Negative Sentiment: Wedbush trimmed its price target for BKNG (reported as a reduction), which may temper buy-side enthusiasm despite other upgrades. Wedbush Cuts Booking (NASDAQ:BKNG) Price Target to $5,500.00

Booking Company Profile

Booking Holdings Inc is a global online travel company that operates a portfolio of consumer brands and technology platforms that facilitate the search for and booking of travel services. The company’s businesses focus on accommodations, transportation and related travel services through consumer-facing websites and apps as well as partner distribution channels. Booking Holdings was originally founded as Priceline in the late 1990s and adopted the Booking Holdings name in 2018; it is headquartered in Norwalk, Connecticut.

Its core offerings include online reservations for hotels, vacation rentals and other lodging; flight and car rental search and booking; and ancillary services that support travel planning and on-property experiences.