New York, February 10, 2026, 11:10 (EST) — Regular session
- Shares of Booking Holdings climbed roughly 3% in late morning action after Gordon Haskett bumped its rating up to “buy”.
- Shares dropped almost 5% Monday, leaving the stock far from its July 2025 high.
- Next up for investors: Booking’s quarterly results and conference call set for Feb. 18.
Booking Holdings shares bounced higher Tuesday, recovering part of Monday’s drop after a rating upgrade from Gordon Haskett. The stock advanced 2.8% to $4,356.87, having swung between $4,189.29 and $4,375.00 during the session.
This shift carries weight: Booking’s stock has been lurching up and down since mid-February as investors weigh up whether concerns about artificial intelligence (AI) and changing travel search behavior have overshot. With results due out in just a few days, expectations could swing again in a hurry for high-flyer BKNG.
Gordon Haskett’s Robert Mollins bumped Booking up to Buy from Hold, tagging it with a $5,440 target for the next year. Mollins argued that investor concerns over AI-fueled competition have been blown out of proportion, calling Booking “our highest conviction idea.” 1
Booking clawed back some ground after a punishing Monday drop—shares slid 4.94% to $4,237.05, even as most stocks pushed higher. Trading volume surged past its usual levels, MarketWatch data showed, with Booking underperforming rivals like Expedia, Trip.com, and Tripadvisor. 2
Booking Holdings operates several big names in online travel—Booking.com, Priceline, Agoda, KAYAK, and OpenTable—offering everything from rooms to flights and assorted travel services in upwards of 220 countries and territories. 3
Up next: Booking’s fourth-quarter and full-year 2025 numbers land around 4:00 p.m. ET on Feb. 18. A conference call is set to kick off half an hour later at 4:30 p.m. ET. 4
Investors are tuned in for any hints about demand trends, and whether the company shifts its messaging around rivals or draws a different line on customer growth. When Booking’s stock picks up speed like this, it’s usually the marketing budget and take rate chatter driving things.
The upgrade doesn’t put to rest the sector’s big uncertainty: are new AI tools shifting the way people search, compare, and book travel — and who ends up benefitting? If Booking’s outlook fails to impress or management can’t calm investors, that pop on Tuesday could disappear just as fast.
Right now, traders are seeing the Gordon Haskett note as a counter to the recent drop. Eyes turn to Feb. 18 for a clearer answer—Booking will post its results after the close and answer to investors on the call.
