Why Did Booking Holdings (BKNG) Plunge 4.56%?

On July 17, 2025, Booking Holdings experienced a 4.56% drop in pre-market trading, reflecting investor sentiment and potential market shifts.

On July 15, 2025, Glenn Fogel, the CEO and President of Booking.com, a subsidiary of Booking Holdings Inc, sold 1,013 shares of the company. This transaction, conducted under a 10b5-1(c) plan, involved selling shares at prices ranging from $5,642.82 to $5,766.71. The average price per share was $5,695.00, totaling approximately $5,769,035.00. Additionally, Fogel sold 43 shares on the same day, further contributing to the insider selling activity.

Truist Securities maintained its 'hold' rating for Booking Holdings, setting a target price of $5,630.00. This rating suggests a cautious outlook, potentially influenced by recent insider selling activities and broader market conditions. The insider transactions may have raised concerns among investors about the company's future prospects, leading to the pre-market decline.