Analyst firms · UBS · BKNG
UBS BKNG price target and rating history
Booking Holdings Inc. (BKNG) · Consumer Discretionary
UBS rates Booking Holdings Inc. (BKNG) Buy with a $6,608 price target, as of its latest action on Feb 3, 2026. It has published 4 rating actions on BKNG since December 2021, including 0 upgrades and 0 downgrades. Across 9 firms with a BKNG price target in the last 12 months, the median target is $5,440. UBS's $6,608 is 21% above that.
- Current rating
- Buy
- Price target
- $6,608
- Median target, all firms
- $5,440
- Actions on BKNG
- 4
UBS price target on BKNG
Every UBS rating on BKNG
- Feb 3, 2026
- Feb 24, 2023
- Feb 24, 2022
- Dec 2, 2021
How other firms rate BKNG
Each firm's latest rating and stated target in the last 12 months.
| Firm | Rating | Price target | Date |
|---|---|---|---|
| Morgan Stanley | Overweight | $230 | Sep 16, 2026 |
| Rosenblatt | Buy | $245 | Sep 1, 2026 |
| Wedbush | Outperform | $211 | Jul 16, 2026 |
| Argus Research | Buy | $210 | Jul 10, 2026 |
| Gordon Haskett | Buy | $5,440 | Feb 10, 2026 |
| Citizens JMP | Mkt Perform | Feb 4, 2026 | |
| Mizuho | Outperform | $6,000 | Feb 4, 2026 |
| UBS | Buy | $6,608 | Feb 3, 2026 |
| BNP Paribas Exane | Outperform | $6,100 | Nov 24, 2025 |
| BofA Securities | Buy | $6,000 | Nov 24, 2025 |
Questions about UBS and BKNG
- What is UBS's price target for BKNG?
- UBS's latest stated price target for Booking Holdings Inc. (BKNG) is $6,608, from its action on Feb 3, 2026.
- What is UBS's rating on BKNG?
- UBS rates BKNG Buy, a bullish rating, as of Feb 3, 2026.
- When did UBS last change its view on BKNG?
- On Feb 3, 2026, UBS cuts its price target to $6,608 from $6,806, keeps Buy.
- How does UBS's BKNG target compare with other analysts?
- Across 9 firms with a BKNG price target in the last 12 months, the median target is $5,440. UBS's $6,608 is 21% above that.
More BKNG rating histories
- Morgan Stanley5
- Wedbush5
- Gordon Haskett3
- Citizens JMP4
- Mizuho4
- BofA Securities3
- Truist Securities3
- Jefferies5
- Barclays3
- Evercore ISI4
- Goldman Sachs4
- Credit Suisse3
- Wolfe Research3
All UBS ratingsBKNG news and filingsEvery analyst firm
From rating actions in the Quantisnow feed. A target holds until the firm states a new one; a reiteration with no target keeps the last one. Not investment advice.