BTIG Research Reaffirms Buy Rating for Booking

Analysts maintain positive outlook on travel booking company's stock

Published on Mar. 4, 2026

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BTIG Research has reissued a "buy" rating and set a $6,250.00 price target on shares of Booking Holdings Inc. (NASDAQ:BKNG), the global online travel company. The analysts cited the company's strong market position and growth potential in their research note.

Why it matters

Booking Holdings is one of the largest online travel booking platforms, operating consumer-facing brands like Booking.com, Priceline, and Kayak. BTIG's reaffirmation of a "buy" rating and high price target suggests analysts see continued upside potential for the company's stock despite recent market volatility in the travel industry.

The details

In their report, BTIG Research analysts noted that several other research firms have also recently issued positive ratings and price targets on Booking Holdings stock. The company's shares currently trade around $4,153, so BTIG's $6,250 price target implies potential upside of over 50% from current levels.

  • BTIG Research released its research note on Tuesday, March 4, 2026.

The players

BTIG Research

An investment research and trading firm that provides institutional clients with equity research, sales and trading, and prime brokerage services.

Booking Holdings Inc.

The parent company of online travel brands like Booking.com, Priceline, Kayak, and others, operating a global platform for booking accommodations, transportation, and travel experiences.

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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

BTIG Research's continued confidence in Booking Holdings reflects the company's strong market position and growth potential, even as the broader travel industry faces headwinds. This positive analyst outlook suggests Booking may be well-positioned to weather current market volatility and capitalize on the eventual recovery of travel demand.