Booking Holdings (NASDAQ: BKNG) is a leading candidate for a potential stock split. The online travel giant includes brands like Priceline, Kayak, and Booking.com. The company boasts one of the highest stock prices listed in the U.S.
The company previously executed a reverse stock split 23 years ago. This occurred when it was a penny stock following the dot-com bubble.
While a stock split does not fundamentally change a company's value, it makes shares more accessible to retail investors by lowering the price per share. This often increases investor interest and temporarily bids up the stock price following an announcement.
Booking Holdings has provided no confirmation regarding a potential split. The current discussion remains analytical.