Booking Holdings: Best-in-Class Online Travel Platform Trading at an Attractive Entry Point Despite AI Concerns

BTIG analyst Jake Fuller has maintained their bullish stance on BKNG stock, giving a Buy rating on February 11.

Jake Fuller has given his Buy rating due to a combination of factors, including evidence of robust online travel demand and stronger‑than‑expected results from key peers like Airbnb and Expedia, which validate the health of the broader category. His proprietary data checks point to accelerating traffic and payment activity at Booking Holdings, supporting room‑night growth above company guidance and leading him to raise near‑term and 2026 earnings forecasts.

At the same time, Fuller believes recent share price weakness tied to artificial intelligence concerns is overdone, arguing that online travel agencies are more likely to be technology partners than disintermediated. With the stock now trading near the low end of its historical earnings multiple range and his price target implying upside based on a higher but still reasonable valuation, he views Booking as a best‑in‑class platform available at an attractive entry point.

In another report released on February 11, Bank of America Securities also maintained a Buy rating on the stock with a $6,000.00 price target.