Booking Holdings Inc. (NASDAQ:BKNG) is one of the most undervalued hotel stocks to invest in now. Bernstein cut the price target on Booking Holdings Inc. (NASDAQ:BKNG) to $4,698 from $5,407 on March 11, reiterating a Market Perform rating on the shares and telling investors that, financially, fiscal Q4 marked a strong finish to 2025 for the company. All three OTAs delivered a top and bottom-line beat, guidance was ahead of consensus for 26, and on a full-year basis, all of them grew market share profitably in 2025. However, Bernstein added that short-term earnings momentum has taken a backseat, with concerns that the potential AI disruption of the OTA business model is driving share price performance.
In a separate development, Booking Holdings Inc. (NASDAQ:BKNG) was upgraded to Overweight from Equal Weight by Morgan Stanley on February 23. The firm adjusted the price target on the stock to $5,500 from $6,150, and told investors that it sees the company staying “a key driver of travel” even as the evolution of agentic tools continues. It stated that Booking Holdings Inc. (NASDAQ:BKNG) will still “own the customer”, capture “robust” traveler data, and use it to drive high-margin direct business.
Booking Holdings Inc. (NASDAQ:BKNG) provides online travel and related solutions, including accommodation reservations, including hotels, hostels, apartments, vacation rentals, and other properties. The company offers its services through the following brands: Booking.com, Priceline, Agoda, KAYAK, and OpenTable.
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