Booking Holdings Inc. (BKNG) Price Target Analysis
Wall Street analyst price targets, ratings consensus & upside potential · Updated May 1, 2026
Current Price
$168.32
Price Target
$231.72
Target Range
$175.00 — $309.84
Analyst Rating
Buy
Forward P/E16.0x
Trailing P/E25.4x
Forward PEG0.10
Implied Growth+35.4%
Median Target$225.00
Analyst Spread58.2%
Price Forecast (1 Year)
Last 12 months price action with 12-month analyst target path
Bear Case
$175
+4.0%
Consensus
$232
+37.7%
Bull Case
$310
+84.1%
BKNG Price Target Analysis
Updated May 6, 2026As of May 6, 2026, Booking Holdings Inc. (BKNG) has a Wall Street consensus price target of $231.72, based on estimates from 71 covering analysts. With the stock currently trading at $168.32, this represents a potential upside of +37.7%. The company has a market capitalization of $130.43B.
Analyst price targets range from a low of $175.00 to a high of $309.84, representing a 58% spread in expectations. The median target of $225.00 aligns closely with the consensus average. The wide target spread reflects significant disagreement on fair value.
The current analyst consensus rating is Buy, with 46 analysts rating the stock as a Buy or Strong Buy,25 rating it Hold, and 0 rating it Sell or Strong Sell. The positive sentiment balance indicates moderate optimism about the stock prospects.
From a valuation perspective, BKNG trades at a trailing P/E of 25.4x and forward P/E of 16.0x. The forward PEG ratio of 0.10 suggests the stock may be undervalued relative to its growth. Analysts expect EPS to grow +35.4% over the next year.
Investment Context: Price targets represent analyst expectations for the next 12 months and should be considered alongside your own research. Targets are based on analysts' assumptions about earnings growth, margins, and market conditions which may change. For sector-specific context, view other Consumer Cyclical stocks.
Analyst Sentiment Comparison
Industry Peer AnalysisAvg Peer Upside+23.4%
Avg Forward P/E23.7x
Peers with Coverage10 / 10
| Company | Market Cap | Price | Target | Upside | Rating | Fwd P/E | Analysts |
|---|---|---|---|---|---|---|---|
 EXPEExpedia Group, Inc. | $32.5B | $246.66 | $272.35 | +10.4% | Hold | 12.7x | 75 |
 ABNBAirbnb, Inc. | $85.0B | $139.88 | $145.44 | +4.0% | Hold | 28.2x | 44 |
 TRIPTripadvisor, Inc. | $1.3B | $11.18 | $13.56 | +21.3% | Hold | 7.6x | 56 |
 TCOMTrip.com Group Limited | $35.6B | $54.45 | $75.00 | +37.7% | Buy | 2.0x | 43 |
 MMYTMakeMyTrip Limited | $4.4B | $49.49 | $91.00 | +83.9% | Buy | 71.7x | 11 |
 OPENOpendoor Technologies Inc. | $5.2B | $5.44 | $6.50 | +19.5% | Hold | — | 26 |
 MARMarriott International, Inc. | $95.1B | $359.06 | $372.50 | +3.7% | Hold | 31.0x | 52 |
 HLTHilton Worldwide Holdings Inc. | $73.2B | $321.51 | $338.45 | +5.3% | Buy | 35.5x | 49 |
 DALDelta Air Lines, Inc. | $47.9B | $73.32 | $82.45 | +12.5% | Buy | 13.6x | 44 |
 UALUnited Airlines Holdings, Inc. | $32.5B | $100.03 | $136.10 | +36.1% | Buy | 10.7x | 47 |
Upside Potential Comparison
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Start ComparisonBKNG — Frequently Asked Questions
Quick answers to the most common questions about buying BKNG stock.
What is the BKNG stock price target for 2026?
The consensus Wall Street price target for BKNG is $231.72, representing 37.7% upside from the current price of $168.32. With 71 analysts covering the stock, this strong upside suggests significant value not yet reflected in today's share price.
Is BKNG a buy, sell, or hold?
BKNG has a consensus rating of "Buy" based on 71 Wall Street analysts. The rating breakdown is predominantly bullish, with 46 Buy/Strong Buy ratings. The consensus 12-month price target of $231.72 implies 37.7% upside from current levels.
Is BKNG stock overvalued or undervalued?
With a forward P/E of 16.0361x, BKNG trades at a relatively low valuation. The consensus target of $231.72 implies 37.7% appreciation, suggesting meaningful undervaluation.
How high can BKNG stock go?
The most bullish Wall Street analyst has a price target of $309.84 for BKNG, while the most conservative target is $175. The consensus of $231.72 represents the median expectation. These targets typically reflect 12-month expectations.
How many analysts cover BKNG stock?
BKNG is heavily covered by Wall Street, with 71 analysts providing price targets and ratings. Of these, 1 have Strong Buy ratings, 45 have Buy ratings, 25 recommend Hold, and 0 have Sell or Strong Sell ratings. Higher analyst coverage generally indicates greater institutional interest and more reliable consensus estimates.
What is the BKNG stock forecast?
The 12-month BKNG stock forecast based on 71 Wall Street analysts shows a consensus price target of $231.72, with estimates ranging from $175 (bear case) to $309.84 (bull case). The median consensus rating is "Buy".
What is BKNG's forward P/E ratio?
BKNG trades at a forward P/E ratio of 16.0x based on next-twelve-months earnings estimates compared to a trailing P/E of 25.4x. The lower forward P/E indicates analysts expect earnings growth. A forward P/E is useful for comparing valuations when earnings are expected to change significantly.
Should I buy BKNG stock?
Wall Street analysts are very optimistic on BKNG, with a "Buy" consensus rating and $231.72 price target (37.7% upside). 46 of 71 analysts rate it Buy or Strong Buy. This information is for educational purposes only. Always conduct your own research, consider your financial situation, and consult a financial advisor before making investment decisions.
Why do BKNG price targets vary so much?
BKNG analyst price targets range from $175 to $309.84, a 58% wide spread indicating significant analyst disagreement. Differences stem from varying assumptions about revenue growth, profit margins, competitive dynamics, and valuation multiples. The $231.72 consensus represents the middle ground.