Key Highlights

● BKNG closed at $160.34 on 9 October 2026, and the $235.38 consensus target implies upside of about 47%.

● The consensus draws on 37 analysts, with targets from $188 to $298, while the second data set shows a $233.83 mean and a median of $240.

● Market data counts 29 Buy or Strong Buy ratings, seven Hold and one Sell, a Moderate Buy consensus.

● Wells Fargo lowered its target to $190 from $220 on 7 October, and Truist cut to $216 from $242 around 30 September.

Booking Holdings Inc. (NASDAQ:BKNG), a constituent of both the S&P 500 and the Nasdaq-100, closed at $160.34 on Friday 9 October 2026. Analysts' published targets sit well above that level, although several brokers have trimmed them in recent weeks.

What Is the Latest Analyst Price Target?

Market data puts the consensus 12-month price target at $235.38, based on 37 analysts, about 47% above the close. Its range runs from $188 to $298. The second data set, based on third-party data from 37 analysts, shows a very similar average of $233.83 and a median of $240, with targets from $170 to $301. Recent named broker targets, from $188 to $274, are broadly in line with these averages.

What Are Wall Street Analysts Saying?

The rating mix is positive. Market data counts 29 Buy or Strong Buy ratings, seven Hold and one Sell, a Moderate Buy consensus, while the second data set shows a Buy consensus. Recent revisions, however, lean lower. On 7 October, Wells Fargo lowered its target from $220 to $190 with a cautious rating, and Bernstein maintained a Hold with $188. Truist cut from $242 to $216 around 30 September, keeping a Buy rating. BTIG reiterated Buy with a $250 target, and Morgan Stanley set $230 with an Overweight rating in mid-September.

There were also positive moves. TD Cowen upgraded the shares to Strong-Buy on 14 September, and Rosenblatt initiated coverage with a Buy and a $245 target on 1 September. After results on 3 August, UBS raised its target from $266 to $274, Benchmark from $220 to $250 and Wedbush from $211 to $247. Evercore reiterated Outperform with $270 on 24 August. Citigroup reiterated Market Perform in late September.

What Could Help the Stock Reach the Price Target?

Market data reports that the company's results on 3 August showed earnings per share of $2.54 against $2.43 expected and revenue of $7.35 billion against $7.19 billion expected. The second data set shows consensus estimates of 2026 revenue of about $29.3 billion, up roughly 9%, and earnings per share of $10.45, rising to $12.38 in 2027. If the company continues to meet or exceed such estimates, brokers could stand by or lift their targets.

What Could Prevent the Stock Reaching the Target?

The gap between price and average target is large, and the recent cuts from Wells Fargo and Truist suggest some analysts have become more cautious. Hold ratings from Bernstein, Citigroup, Goldman Sachs and Jefferies, as of their latest listed actions, show that opinion is not uniform. The low target of $170 on the second data set is only about 6% above the share price. Travel demand and competitive pressures are general risks.

What Should Investors Watch Next?

After the next report, items to watch include changes to targets and ratings, particularly from those brokers that have recently reduced forecasts, and for any narrowing of the gap between the share price and the averages.

Booking's Large Target Gap Sits Beside Recent Cuts From Wells Fargo and Truist

Booking closed at $160.34 on 9 October 2026, with published consensus targets of about $234 to $235, roughly 46% to 47% above the close, and a Buy-leaning rating mix. Recent cuts from Wells Fargo and Truist and Hold ratings from Bernstein, Citigroup, Goldman Sachs and Jefferies show that opinion is not uniform, and the $170 low target in the second data set is only about 6% above the share price. Results on 3 August showed earnings per share of $2.54 against $2.43 expected and revenue of $7.35 billion against $7.19 billion, and consensus estimates point to 2026 revenue of about $29.3 billion and earnings per share of $10.45.