Booking Holdings stock gains on Morgan Stanley's new buy call
Published on 09/16/2026 at 23:21 | Editorial responsibility: Rafael Müller, Editor-in-Chief AD HOC NEWS
Booking Holdings stock (ISIN US09857L1089) closed at USD 171.32 on September 15, 2026, and Morgan Stanley set a USD 230 target on September 16, 2026. The bank called Booking its preferred online travel pick in new sector coverage.
New coverage lifts the name
According to Investing.com on September 16, 2026, Morgan Stanley assumed coverage of Booking Holdings, Airbnb and Expedia and rated Booking Overweight. The same report said the bank sees Booking as its preferred name in the group.
The call also gave Booking a USD 230 price target, based on roughly 18 times estimated 2027 to 2028 earnings per share. Investing.com said Morgan Stanley pointed to 4.7 million unique properties and a direct booking mix in the mid-60% range.
Quarterly figures stay solid
Booking reported Q2 2026 revenue of USD 7.35 billion, up 8.1 percent year over year, and adjusted EPS of USD 2.54, above the USD 2.43 consensus estimate. The company also posted a net margin of 25.53 percent for the quarter.
That margin detail matters because it shows how much of the revenue base still turns into profit even after travel demand normalizes. The same quarter a year earlier, Booking earned USD 55.40 per share, a comparison that underlines how the business has reset its earnings base.
Stock level and range
Booking shares traded at USD 171.32 on September 15, 2026, down 2.30 percent on the day. The stock carries a market capitalization of USD 128.73 billion, with a 52-week range of USD 150.14 to USD 225.00.
Booking Holdings at a glance
- Company: Booking Holdings Inc.
- ISIN: US09857L1089
- Ticker: BKNG
- Trading venue: Nasdaq
- Sector / Industry: Consumer Cyclical / Travel Services
- Index membership: S&P 500
- Price (as of September 15, 2026, 4:00 PM): USD 171.32
- Market capitalization: USD 128.73 billion (as of September 15, 2026)
