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Booking Holdings logo

Booking Holdings

BKNG
$209.62
+38%since Benson's first pick

Market price data through August 21, 2026.

Performance

Aug 2021Aug 2026

Benson's first pick
$52$117$181$246Aug 2021Nov 2022Feb 2024May 2025Aug 2026Benson picked · $153.39
Model signal
Buy
What Benson's model currently says about this stock.
Benson rating
3.6 / 5
Benson's overall conviction in this stock right now.
Risk
Low risk
How bumpy the ride tends to be with this stock.

Track record

How this pick has done since Benson first called it.

Benson Return
+38%
How much this stock is up since Benson first picked it — measured from the price at the time of that first pick, not from today.
First pick price
~$152
Roughly what one share cost when Benson first picked this stock. This is the starting line for the Benson Return.
Tracking since
September 2024
The month this stock first became a Benson pick.
Tracking duration
23 months
How long Benson has been tracking this pick.

About Booking Holdings

Booking Holdings runs the world's biggest travel reservation sites: Booking.com, Priceline, Agoda, KAYAK, and OpenTable. Think of them as the front desk for the entire internet, serving travelers in more than 220 countries. They take a small cut of every room, flight, car, and dinner table booked, and those small cuts added up to 8 billion dollars in a single quarter.

The case for and against

Both sides of the story, in plain English.

Bull case
  • Europe Delivered

    Q3 revenue came in at 8 billion dollars, up 9 percent from a year ago, with gross travel bookings of 43.4 billion. Room nights booked rose 8 percent, which beat what management had told investors to expect, driven mostly by stronger travel across Europe. When people are supposedly cutting back, this business still grew.

  • Profit Machine

    Booking earned 2.5 billion dollars in profit last quarter and adjusted earnings per share jumped 16 percent, far faster than the 9 percent revenue growth. That gap is the whole story: they are squeezing more profit out of every dollar of sales. The board also declared a dividend of 8.75 dollars per share and has retired roughly 31 million shares through buybacks.

Bear case
  • Tax Trouble

    Booking took a 365 million dollar charge last quarter to settle Italian tax matters, and it is still fighting fines and probes in Spain and elsewhere in Europe. Europe is both its biggest growth engine and its biggest legal headache. These charges are lumpy and hard to predict, and they eat into reported profits.

  • Growth Cooling

    Revenue growth of 9 percent is solid but slower than the 13 percent pace of the prior year, and travel is the first thing people cut when budgets get tight. There is also a real question about whether AI assistants will let travelers book hotels directly, skipping Booking.com entirely. The company is building its own AI tools, but the threat is not imaginary.

How to read this page

This automated research summary uses Financial Modeling Prep market data through 2026-08-21. Model signals, scores, and risk labels can change and may be incomplete or wrong.

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