BKNG Slides 0.77% Amid 90th-Ranked 940M Volume as CEO Sells Shares and Analysts Raise Price Targets

On August 11, 2025, Booking Holdings (BKNG) closed down 0.77% with a trading volume of $0.94 billion, ranking 90th in market activity. Institutional investors reshaped their positions during the first quarter, with Frank Rimerman Advisors LLC reducing holdings by 32% to $1.37 million, while Alpine Bank Wealth Management and Mechanics Financial Corp added new stakes totaling $87,000. Meanwhile, CEO Glenn Fogel sold 1,013 shares for $5.77 million, marking a 3.66% reduction in his ownership. The firm’s Q2 earnings report exceeded expectations, with $55.40 per share and $6.8 billion in revenue, up 16% year-over-year, though a 134.19% negative return on equity raised concerns.

Analysts adjusted their outlooks, with Morgan Stanley and JPMorgan raising price targets to $5,650 and $6,000 respectively, while Hsbc Global Res upgraded the stock to "strong-buy." The average price target now stands at $5,781.04, supported by 20 "buy" and 10 "hold" ratings. However, insider selling and mixed institutional activity highlight ongoing uncertainty. The company’s 50-day moving average of $5,569.71 remains above its 200-day average of $5,099.02, reflecting short-term volatility amid a $175 billion market cap and 37.6 P/E ratio.

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