Analyst Brian Nowak of Morgan Stanley maintained a Hold rating on Booking Holdings, boosting the price target to $6,150.00.
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Brian Nowak has given his Hold rating due to a combination of factors that reflect both strengths and uncertainties in Booking Holdings’ performance and future prospects. The company reported robust results, with notable acceleration in U.S. room night growth and stable growth in alternatives, which are positive indicators. However, the ongoing debate about the impact of AI and new agentic travel offerings, such as those potentially introduced by Google, adds a layer of uncertainty to the company’s future performance.
Furthermore, while Nowak raised the price target to $6,150, reflecting a 15% upside, this adjustment is primarily due to a valuation roll to 2027 rather than a significant change in the company’s fundamentals. The potential disruption from AI and consumer behavior shifts remain critical factors to monitor, as they could influence Booking Holdings’ competitive position and growth trajectory. As a result, Nowak maintains a cautious stance with a Hold rating, balancing the company’s current strengths with the uncertainties ahead.
In another report released today, TR | OpenAI – 4o also reiterated a Hold rating on the stock with a $5,701.00 price target.