New York, February 27, 2026, 17:55 (EST) — After-hours
Booking Holdings Inc (BKNG) slipped 0.26% to end Friday at $4,239.35 per share. Finviz
The action barely registered, but Booking’s calendar is packed: a stock split, dividend, and another shot with investors all coming up, just as traders show little patience for holding risk.
Broader market weakness didn’t help. The Dow slipped 1.05% on Friday, while the S&P 500 gave up 0.43%, rounding out a bruising month for U.S. equities. “To wrap up the month of February, we were reminded there are still some cracks out there,” said Ryan Detrick, chief market strategist at Carson Group. Reuters
Booking plans a 25-for-1 forward stock split, according to a filing. Investors holding shares at the close on March 6 are set to get 24 more shares for each they own, with the distribution coming after the close on April 2. The stock will trade on a split-adjusted basis starting April 6. SEC
Booking’s board set a $10.50 per share cash dividend, according to the company’s fourth-quarter results, with shareholders on record as of March 6 set to receive payment March 31. CEO Glenn Fogel highlighted “strong results for 2025” and mentioned ongoing efforts with generative AI in travel. SEC
The company pointed out a few weaker trends in the U.S. during its post-earnings call. Executives mentioned that both average daily rates and lengths of stay dipped a bit compared to last year, while demand for budget and mid-scale hotels eased—even as international travel held steady. (Average daily rate refers to the average revenue from an occupied room each day.) Reuters
Booking counts Booking.com, Priceline, Agoda, Kayak, and OpenTable among its portfolio of brands. Reuters
Travel names ended in the red as well. Expedia slipped 1.03%, TripAdvisor was down 1.65%, and shares of MakeMyTrip gave up 2.60%, per MarketWatch. MarketWatch
Stock splits leave a company’s overall value untouched, simply boosting the share count and dropping the price per share. But for something like BKNG—a stock with a hefty price tag—those mechanics can shift who steps in to trade and affect trading dynamics near important dates.
Booking said Friday its CFO, Ewout Steenbergen, is set for a fireside chat at the Morgan Stanley Technology, Media & Telecom Conference in San Francisco—scheduled for March 3 at 7:05 p.m. ET. Investors can catch the webcast on the company’s IR site. prnewswire.com
