Key Takeaways
- Booking Holdings stock fell 14% in three months to $156 on October 7.
- Reuters reported on October 7 that the FTC is preparing action against Booking Holdings over affiliate partner Guest Reservations’ hotel ads, with potential penalties exceeding $500 million, according to an unnamed source familiar with the matter who spoke to Reuters.
- The stock carries 24 Buys, 6 Outperforms and 7 Holds, and the $235 mean target sits ~51% above the close.
Booking Holdings stock is down 14% in three months while the Street’s mean target sits at $235. Analyze BKNG on TIKR for free →
Booking Holdings Stock Is Down 14% Over the Past Three Months
Booking Holdings (BKNG) stock has fallen 14% over the past three months, closing at $156 on October 7 from about $182 in early July. It took a detour first. Shares climbed to near $214 in August, then gave all of that back and more between late August and early October.
Two dated developments involving the Federal Trade Commission (FTC) fall inside that window:
- Booking’s second-quarter 10-Q disclosed that in July 2026, FTC staff told Priceline they intend to recommend a complaint against Priceline and a business-to-business affiliate partner, asserting unfair or deceptive practices related to disclosures, fees, customer support, and billing. The filing said Priceline does not agree with the FTC’s position and remains in discussions to resolve the matter.
- On October 7, Reuters reported that the FTC is preparing action against Booking Holdings over allegedly misleading hotel ads associated with Guest Reservations, a third-party site supplied through Priceline Partner Solutions. A source told Reuters the potential fine could exceed $500 million, and the report describes anticipated enforcement, not a final ruling or an imposed fine.
Between late August and early September, the stock fell from near $195 to the mid-$170s. From there, Booking Holdings stock dipped to near $156 in late September, closed the month at $163, and slipped 4% over the next five trading days to $156.
So the three-month chart starts near $182, peaks near $214 in August, and ends at $156 on October 7, with the July FTC staff notice and the October 7 Reuters report both inside it.
The Street’s Mean Target Sits 51% Above Booking Holdings Stock
Analysts rate Booking Holdings stock with 24 Buys, 6 Outperforms, and 7 Holds. Holds have halved from 14 a year ago, and the single Underperform and Sell ratings from September 2025 are gone.
The mean target rose 5% to $235 since June 30 while the price fell 13%, leaving it 51% above the October 7 close. The lowest of 35 price targets, $180, sits 15% above that close.
Even the lowest of 35 Street targets on Booking Holdings sits 15% above its October 7 close. See how the full range has shifted since 2025 and explore BKNG on TIKR for free →
So what is Booking stock actually worth?
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Disclaimer:
Please note that the articles on TIKR are not intended to serve as investment or financial advice from TIKR or our content team, nor are they recommendations to buy or sell any stocks. We create our content based on TIKR Terminal’s investment data and analysts’ estimates. Our analysis might not include recent company news or important updates. TIKR has no position in any of the stocks mentioned. Thank you for reading, and happy investing!
