Investment firm DA Davidson reaffirmed its "Buy" rating for Booking Holdings (NASDAQ:BKNG) on December 16, 2025. The firm maintained a price target of $6,600.00, which suggests a potential upside of nearly 20%.
DA Davidson bases its positive outlook partly on Booking's strategic integration of AI technologies. Booking utilizes partnerships with OpenAI and Google Gemini to enhance its travel services.
The reiteration follows other positive analyst actions. BNP Paribas Exane recently initiated coverage with an "Outperform" rating, and Wedbush upgraded the stock, citing market share gains.
Booking also announced a future leadership change for its Priceline brand. Brigit Zimmerman is slated to become CEO on January 1, 2026. No significant market reaction to the DA Davidson reiteration was noted.