In a report released today, Brian Nowak from Morgan Stanley maintained a Hold rating on Booking Holdings (BKNG – Research Report), with a price target of $5,000.00.
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Brian Nowak’s rating is based on a combination of positive performance indicators and potential future risks. Booking Holdings has demonstrated strong macro-level travel demand and effective micro-level execution, evidenced by its accelerated business growth in various regions and its ability to outpace competitors like Expedia and Airbnb in room night growth. Additionally, the company has shown commitment to capital returns through dividend increases and share repurchase programs.
However, Nowak remains cautious due to concerns about the sustainability of these gains and the potential impact of generative AI technologies on the sector. The current stock multiple is slightly above its post-pandemic average, suggesting limited upside unless there is further macroeconomic strengthening. Furthermore, the long-term ability of Online Travel Agencies (OTAs) to maintain high-margin direct traffic could be challenged by emerging AI-driven offerings. Therefore, while the company’s execution is commendable, these factors contribute to the Hold rating as future revisions may be challenging.
Nowak covers the Communication Services sector, focusing on stocks such as Alphabet Class A, Pinterest, and Meta Platforms. According to TipRanks, Nowak has an average return of 6.7% and a 61.46% success rate on recommended stocks.
In another report released today, Bank of America Securities also reiterated a Hold rating on the stock with a $5,540.00 price target.