Booking Holdings (BKNG) Stock Today: Analysts Weigh AI Travel Disruption, Fresh Targets, and 2026 Catalysts (Dec. 16, 2025)
Booking Holdings Inc. (NASDAQ: BKNG)—the parent of Booking.com, Priceline, Agoda, KAYAK and OpenTable—was trading around the mid-$5,400s to $5,500 range during Tuesday’s session, December 16, 2025, as investors balanced a steady travel-demand narrative against a new, market-defining question: will generative AI change how travelers book trips, and how much value will online travel agencies keep in that world? StockAnalysis+1 That debate moved back into the spotlight today after DA Davidson reiterated a Buy rating on Booking Holdings with a $6,600 price target, framing the near-term AI threat as limited by today’s “link-out” behavior—while warning the competitive landscape could shift if