Booking (NASDAQ:BKNG) Shares Gap Up - Should You Buy?

Shares of Booking Holdings Inc. see a significant price increase, leading to questions about the company's future performance.

Published on Mar. 5, 2026

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Shares of Booking Holdings Inc. (NASDAQ:BKNG) saw a substantial gap up in trading on Thursday, opening at $4,511.10 compared to the previous close of $4,253.58. The stock went on to trade at $4,540.32, with a volume of 271,655 shares exchanging hands. The company's stock has seen a number of analyst rating changes, with some lowering their price targets while others maintain an overweight rating.

Why it matters

Booking Holdings is a major player in the online travel booking industry, and its stock performance is closely watched by investors. The significant gap up in the share price could signal increased investor confidence in the company's future prospects, but it also raises questions about whether the stock is overvalued at current levels.

The details

The gap up in Booking's share price came after the company reported its latest quarterly earnings results, which included revenue of $6.35 billion and earnings per share of $48.80. While these figures beat analyst expectations, the company's stock has seen some volatility in recent months as concerns mount about the broader economic outlook and its impact on travel demand.

  • Booking shares last traded at $4,540.32 on Thursday, March 5, 2026.
  • The company's stock is scheduled to split 25-1 on Monday, April 6, 2026.

The players

Booking Holdings Inc.

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.

Citigroup

An investment bank that recently lowered its target price on Booking's stock.

Wedbush

A financial services firm that reduced its target price on Booking's stock.

KeyCorp

An investment bank that also lowered its price target on Booking's stock.

Citizens Jmp

A financial services firm that maintained a "market perform" rating on Booking's stock.

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What they’re saying

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

“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”

— Gordon Edgar, grocery employee (Instagram)

What’s next

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The takeaway

This case highlights growing concerns in the community about repeat offenders released on bail, raising questions about bail reform, public safety on SF streets, and if any special laws to govern autonomous vehicles in residential and commercial areas.