Analysts See Over 50% Upside To Booking Holdings Inc. (BKNG)

Booking Holdings Inc. (NASDAQ:BKNG) is among the 10 Best Magic Formula Stocks for 2026. As of the close of business on February 23, the stock remains a Strong Buy, with an average upside potential of 50.5%.

On Monday, Morgan Stanley upgraded the stock to Overweight from Equal Weight, while reducing its price target to $5,500 from $6,150. According to TipRanks, analyst Brian Nowak told investors in a research note that he expects the company to remain ‘a key driver of travel’ despite the evolution in agentic tools.

The Morgan Stanley analyst also noted the travel company’s ability to retain customers and its ability to leverage passenger information to drive lucrative direct business.

This follows Citigroup’s update on February 19, when the firm trimmed its price target on the stock to $6,250 from $6,500, citing ongoing market volatility.

However, the investment bank reiterated a Buy rating on the shares, while noting results from the recently concluded quarter, in which the travel services company registered a 9% increase in room nights compared to last year, and beat estimates for both revenue and profit.

Booking Holdings Inc. (NASDAQ:BKNG)’s revenue for the quarter ended December 31 was reported at $6.35 billion, up 16% year-over-year, and above estimates of $6.13 billion. Adjusted profit came in at $48.80 per share, beating expectations by 33 cents. The improved performance was attributed to steady demand for international travel.

Booking Holdings Inc. (NASDAQ:BKNG) provides online travel and restaurant reservations, along with other related services. It owns and operates several renowned platforms, including Booking.com, Agoda, Kayak, and OpenTable.

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