Booking (NASDAQ:BKNG) Hits New 1-Year Low Following Insider Selling

Shares of the online travel company fell after its CEO disclosed multiple small stock sales.

Published on Feb. 25, 2026

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Booking Holdings Inc. (NASDAQ:BKNG) saw its share price hit a new 52-week low on Thursday following insider selling activity. CEO Glenn D. Fogel sold 550 shares of the company's stock on Tuesday, February 17th at an average price of $4,093.72, representing a 2.81% decrease in his position. Fogel also sold 10 shares on February 10th. The insider sales, while not unusual for tax or liquidity reasons, can be viewed negatively by some investors and contributed to the stock's decline.

Why it matters

Booking is one of the largest online travel companies, operating popular consumer brands like Priceline, Kayak, and Booking.com. Insider selling, even in small amounts, can sometimes signal a lack of confidence in a company's near-term prospects and weigh on investor sentiment. This comes as Booking faces a challenging macroeconomic environment for the travel industry, with concerns about the pace of recovery in international travel demand.

The details

In the two separate transactions, CEO Glenn D. Fogel sold a total of 560 shares of Booking stock. On February 17th, he sold 550 shares at an average price of $4,093.72, for a total transaction value of $2,251,546. On February 10th, he sold an additional 10 shares at $4,043.49 each, for a total of $40,434.90. These sales represented a 2.81% and 0.05% decrease, respectively, in Fogel's direct ownership of Booking shares.

  • On February 17, 2026, CEO Glenn D. Fogel sold 550 shares of Booking stock.
  • On February 10, 2026, CEO Glenn D. Fogel sold 10 additional shares of Booking stock.

The players

Booking Holdings Inc.

A global online travel company that operates a portfolio of consumer brands and technology platforms, including Priceline, Kayak, and Booking.com.

Glenn D. Fogel

The Chief Executive Officer of Booking Holdings Inc.

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What they’re saying

“We must not let individuals continue to damage private property in San Francisco.”

— Robert Jenkins, San Francisco resident (San Francisco Chronicle)

The takeaway

The insider selling by Booking's CEO, while not necessarily unusual, comes at a time when the company is facing macroeconomic headwinds in the travel industry. This can contribute to short-term negative sentiment around the stock, even as the company's long-term fundamentals remain strong.