Should I buy Booking Holdings stock in 2025?

What is Booking Holdings?

How much is the Booking Holdings stock?

The price of Booking Holdings stock is rising this week. As of now, BKNG trades at $5,502.00 per share, up by $26.74 (+0.49%) in the past 24 hours, though showing a -3.00% change over the week.

With above-average price movement and global exposure, investors in South Africa should stay alert for short-term volatility while noting BKNG’s long-term growth prospects.

Our full analysis on the Booking Holdings stock

After thoroughly reviewing Booking Holdings' (NASDAQ: BKNG) latest quarterly results and examining the stock’s robust performance trajectory over the past three years, we have combined an array of analytical inputs—ranging from fundamental data and technical indicators to sector context and competitive benchmarking—through our proprietary signals. The result is a nuanced, data-driven perspective on a leading force in travel technology. So, why might Booking Holdings once again represent a compelling, strategic entry point into the global digital travel ecosystem as 2025 unfolds?

Recent Performance and Market Context

Over the past year, Booking Holdings has delivered an outstanding run, with its share price surging by 47.34% and recently trading at $5,502.00 (as of 29 May 2025). Despite a modest pullback of -3% over the last week—reflecting a healthy consolidation after a significant upward move—the stock maintains strong positive momentum year-to-date (+5.77% over six months). Such performance is particularly notable against the backdrop of cyclical global travel recovery, which continues to see consumers prioritising experiences and mobility amidst easing macro headwinds.

A number of recent developments have reinforced Booking Holdings’ market reputation:

• Record-breaking Q1 2025: Revenues grew 8% year-on-year, with adjusted EPS ($24.81) beating consensus by 43.8%—a testament to the group’s operational leverage and demand visibility.
• Dividend boost: The company increased its quarterly dividend by 10% to $9.60/share, underscoring cash flow strength and management’s commitment to shareholder returns.
• Aggressive share buyback program: Announcement of a major share repurchase plan, demonstrating Board confidence in long-term value creation.

These developments are unfolding within a sector enjoying secular tailwinds: online travel bookings are expected to grow globally, and Booking Holdings’ wide geographic footprint (220+ countries) positions it to capture both mature and emerging market opportunities. Moreover, international travel demand remains resilient, with consumers showing a willingness to pay premium prices for reliable accommodation and seamless booking experiences.

Technical Analysis

Booking Holdings’ technical landscape reveals several features suggestive of ongoing bullish momentum, despite near-term signs of overextension:

• RSI (14-day): At 74.1, the relative strength index signals a technically overbought condition, indicating strong recent buying interest.
• MACD: The -32.79 reading suggests short-term momentum has cooled, consistent with the brief price consolidation post-earnings.
• Moving Averages: The current price is sharply above the 20-day ($4,895.1), 50-day, and 200-day ($4,632.66) moving averages—a classic bullish structure, with all major supports aligning beneath.

Key technical levels to monitor include:

• Support zones: $5,449.67, $5,424.07, and $5,396.41, where buying volumes have repeatedly materialised.
• Resistance thresholds: Should the price break above $5,502.93 and next at $5,530.59–$5,556.19, the path towards fresh 52-week highs ($5,509.67) could swiftly open.

While the elevated RSI hints at the potential for a modest near-term retracement, the medium-term trend remains firmly positive, reinforced by the consistent ability of the stock to ride above all key moving averages.

Fundamental Analysis

The business’s fundamental underpinnings are robust and continue to impress:

• Sustained revenue growth: Q1 2025 revenues ($4.76bn) rose 8% year-on-year, while net bookings (nights reserved) climbed 7% to 319 million—both well above consensus expectations.
• Profitability: An adjusted EBITDA of $1.1bn easily outstrips last year’s comparable quarter (+21%), driving a strong net margin of 22.58%.
• Valuation metrics: At a trailing P/E of 34.2 and a forward PEG ratio well within sector ranges considering growth prospects, Booking trades at a premium justified by its dominant market share, high return on invested capital, and differentiated asset-light business model.
• Strategic expansion: Booking Holdings’ investments in AI-powered search, personalised recommendations, and adjacent consumer offerings position it as a technology-first travel giant. Its portfolio—Booking.com, Priceline, Agoda, KAYAK, OpenTable—caters to every segment, providing insulation against competitive threats.

Such fundamentals point to a business with the right mix of scale, innovation, and geographic reach. The recent dividend hike and new buyback authorization further reinforce management conviction that the stock remains attractively valued, especially given free cash flow growth and substantial balance sheet flexibility.

Volume and Liquidity

Trading volumes consistently average over 274,000 shares daily (past 65 days), indicative of deep liquidity and robust institutional participation. With 32.54 million shares outstanding and a $178bn+ market capitalization, Booking Holdings enjoys a float that supports tight bid-ask spreads, confidence for both retail and professional investors, and potential for dynamic price appreciation on news or catalysts.

Periods of increased volume around earnings and corporate announcements continue to coincide with positive price movements—a classic mark of sustained market optimism.

Catalysts and Positive Outlook

Several forward-looking drivers position Booking Holdings for continued outperformance:

• AI and User Experience: Substantial financial commitment to artificial intelligence sets the stage for ongoing product enhancements and efficiency gains. These initiatives aim to further personalise customer journeys, improve conversion rates, and drive loyalty.
• Geographic expansion: With operations in over 220 countries, cross-border travel recovery, especially in APAC and emerging markets, promises incremental volume growth.
• ESG initiatives: Enhanced focus on environmental responsibility and sustainable accommodation options bolsters appeal to younger, values-driven travelers—a demographic expected to grow in economic power.
• Macroeconomic support: The global economy remains broadly constructive for the travel sector, with consumer confidence holding, especially among upper-middle and premium market segments. Recent regulatory changes also support seamless payment and booking flows.
• Analyst consensus: The average target price derived from more than 40 leading analysts stands at $5,526.42, with upside potential to $7,152.60 (+30%) based on median scenario modelling.

All told, Booking is not just defending an entrenched position but expanding its technological, operational, and strategic leadership for the coming decade.

Investment Strategies

Given the current market context and technical-pivot structure, Booking Holdings may be a strong candidate for multiple investment approaches:

• Short-Term: Traders could look to accumulate on minor pullbacks towards support, such as the $5,450–$5,400 zone, particularly if broader market volatility temporarily pressures the stock. Positive earnings momentum and the upcoming ex-dividend date (6 June 2025) could serve as near-term catalysts for renewed buying.
• Medium-Term: Investors with a three- to six-month horizon might see opportunity ahead of further AI product launches, travel seasonality (northern hemisphere summer), and potential expansion into higher-margin offerings.
• Long-Term: For those focused on compounding, Booking Holdings’ powerful business moat and innovation pipeline are compelling. The dividend, now raised to $9.60 per share quarterly, adds a further layer of income and confidence.

Strategically, current levels seem to offer attractive entry, either on minor consolidations or in anticipation of further robust execution through H2 2025.

Is it the Right Time to Buy Booking Holdings?

Synthesising current evidence, several factors combine to make a strong case for Booking Holdings as an attractive name to consider:

• Leadership in a structurally growing global sector, with geographic and operational diversification.
• Demonstrated ability to exceed expectations on both top-line growth and profitability—underpinned by innovation, scale, and balance sheet discipline.
• Technically resilient trend, with the stock trading above all major moving averages and supported by higher volume, suggesting ongoing institutional interest.
• Compelling catalysts—AI development, resumed travel demand, dividend growth, and buybacks—set the stage for further value creation.

Although overbought conditions (notably, an RSI above 70) suggest prudent attention to short-term volatility, the dominant long-term narrative appears bullish. The fundamentals justify renewed interest at these levels, and with momentum on its side, Booking Holdings seems to represent an excellent opportunity for investors seeking both growth and quality exposure within the global technology and travel sectors.

In light of the above, Booking Holdings may well be entering a new bullish phase—one that investors in South Africa and around the world would do well to watch closely as the digital travel revolution gathers further pace.

How to buy Booking Holdings stock in South Africa?

Buying Booking Holdings (BKNG) shares online is both straightforward and secure for South African investors when using a reputable, regulated broker. You can access U.S. stocks like BKNG either through direct, “spot” share purchases or via Contracts for Difference (CFDs), each with their own advantages and risk profiles. The choice comes down to your investment strategy and risk appetite. Below, you’ll discover the key differences between spot buying and CFD trading—and further down the page, you’ll find our broker comparison table to help you choose the best platform for your needs.

Spot buying

A cash or “spot” purchase means you are buying Booking Holdings shares directly—you actually own a portion of the company, with the potential to benefit from its performance and dividends. South African brokers typically charge a fixed commission per order, often ranging from R90 to R250, depending on the platform.

Important example

Example: If Booking Holdings shares are trading at $5,502.00 (about R102,900 at R18.70/USD), a $1,000 (±R18,700) investment allows you to buy around 0.18 shares (fractional shares are supported by many brokers), after accounting for a typical $5 brokerage fee.
✔️ Gain scenario:
If the share price rises by 10%, your holdings would now be worth $1,100 (±R20,570).
Result: +$100 gross gain, a 10% return on your investment.

Trading via CFD

CFD (Contract for Difference) trading lets you speculate on the price movement of Booking Holdings shares, without owning the underlying shares. CFDs are available on many online platforms in ZA, and can offer leverage (often up to 5x), allowing you to amplify potential gains or losses. Typical fees include the “spread”—the difference between buy and sell prices—and overnight financing costs if you hold leveraged positions for more than a day.

Important example

Example: You open a CFD position on Booking Holdings shares with $1,000 (R18,700) and use 5x leverage. This gives you a market exposure of $5,000 (R93,500).
✔️ Gain scenario:
If the BKNG share price rises by 8%, your position gains 8% × 5 = 40%.
Result: +$400 gain (R7,480) on a $1,000 bet, excluding spreads and overnight fees.

Final advice

Before investing, it’s critical to compare brokers’ fees, access to U.S. shares, platform features, and customer support—costs and service quality can vary widely. Your ideal method depends on your goals: choose spot buying for long-term investment and ownership, or CFDs if you seek short-term opportunities and leverage. To make an informed decision, review our comprehensive broker comparison further down this page. Investing in global leaders like Booking Holdings is accessible—choose the right approach for your financial objectives.

Our 7 tips for buying Booking Holdings stock

The latest news about Booking Holdings

Booking Holdings announced a 10% increase in its quarterly dividend to $9.60 per share, effective June 2025. This move, confirmed on May 29th, 2025, signals the company’s confidence in its cash flow generation and long-term growth prospects. The corresponding ex-dividend date is June 6th, 2025, and payment is scheduled for June 30th. For South African investors and funds, this dividend increase is a positive development, especially considering the USD-payout and its attractiveness in rand terms in a time of local currency volatility. The yield now stands at 0.70% and is an important signal for institutional investors seeking reliable USD-denominated returns within their global portfolios.

Booking Holdings reported record Q1 2025 results, with revenue up 8% year-on-year and profits exceeding analyst estimates by nearly 44%. In its latest quarterly results, the company recorded $4.76 billion in revenue and an adjusted earnings per share of $24.81, substantially beating consensus expectations. The growth was fueled by a robust 7% increase in reserved room nights (319 million in Q1), underlining continued global demand for travel. These figures underscore Booking Holdings’ ability to deliver operating leverage and scale internationally, including in regions with growing outbound travel such as South Africa, whose residents frequently use Booking.com for both domestic and international bookings.

The company advanced its share buyback program alongside its strong Q1 results, confirming commitment to shareholder value. This announcement, coming contemporaneously with record results, highlights management’s intention to further optimize capital allocation. For South African pension funds and institutional holders, this enhances the potential for capital gains, supporting an investment strategy aimed at both growth and capital preservation. Share repurchase activity also reflects confidence at the board level and can help buoy the share price, an attractive feature for global investors.

Booking Holdings continues major investments in artificial intelligence to enhance user experience and operational efficiency globally, including in Africa. Recent disclosures confirmed significant resource allocation to AI-driven personalization and customer support enhancements. Given the rapid rise in online travel bookings in South Africa and across Africa, these advances support the competitiveness of Booking.com in a market where digital adoption is on the rise. Local consumers benefit from more tailored services and better pricing transparency, while partners in the regional hospitality industry gain improved digital distribution, increasing the relevance and usage of Booking Holdings’ platforms in the ZA market.

Market sentiment remains strongly positive, with the stock maintaining its “Moderate Buy” consensus and trading above major moving averages. Analysts from major international banks and research houses keep a favorable outlook for Booking Holdings, citing its geographical diversification and robust post-pandemic demand for travel. Technically, the stock is trading above its 50- and 200-day moving averages, reinforcing medium- and long-term bullishness. For South African investors, this resilience, along with ongoing innovation and capital returns, positions Booking Holdings among the preferred global online travel firms for portfolio diversification and US dollar exposure.

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P. Laurore

Finance expert

Co-founder of HelloSafe and holder of a Master's degree in finance, Pauline has recognised expertise in personal finance, which she uses to help users better understand and optimise their financial choices. At HelloSafe, Pauline plays a key role in designing clear, educational content on savings, investments and personal finance. Passionate about financial education, Pauline strives, with every piece of content she oversees, to provide reliable, transparent and unbiased information for independent and informed financial management. To this end, she has tested over 100 trading platforms to help internet users make the right choices.