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This company was a pioneer in the nascent online travel industry, going from boom to bust to boom. Booking Holdings is poised to conduct a 25-for-1 stock split next week.

Recently, Zacks.com users have been paying close attention to Booking Holdings (BKNG). This makes it worthwhile to examine what the stock has in store.

Booking Holdings' rides strong global booking trends with volume-led growth, rising transaction value, and platform investments, but macro risks and competition loom.

In the most recent trading session, Booking Holdings (BKNG) closed at $4, indicating a -1.23% shift from the previous trading day.

Booking Holdings (BKNG) trades at 16x 2026E earnings, with >15% top-line and EPS growth, presenting a compelling GARP opportunity. BKNG benefits from strong experience-driven consumer trends, increasing loyalty, and platform enhancements, supporting robust long-term cash flow. Key risks include intensifying competition from Google and Airbnb, especially in AI-powered travel solutions, but BKNG's moats remain resilient.

Booking Holdings is a "Buy" despite the recent 20% share price decline, driven by war-related travel disruptions and macroeconomic headwinds. I see long-term appeal in BKNG due to industry resilience, leading gross bookings growth, and ongoing supply diversification into alternative accommodations. BKNG demonstrates disciplined cost controls, enabling adjusted EBITDA and EPS expansion even amid near-term volatility.

Booking Holdings is upgraded to Strong Buy thanks to resilient growth, robust financials, and overblown AI/macro fears pushing the valuation lower. BKNG delivered 13% revenue and 22% EPS growth in 2025, with strong buybacks, dividends, and a combined yield near 5.5%. Management projects mid-teens EPS growth in 2026 and the long term, with potential for substantial cost savings from AI integration.