Let’s not bury the lead. Booking Holdings Inc. (NASDAQ: BKNG) announced a 25-for-1 stock split effective April 2. Stock splits don’t change the intrinsic value of a company. However, BKNG stock trades for over $3,900 per share. That’s a lot of friction for retail investors. The split removes a significant amount of that friction and may invite strong retail sentiment.
The stock split announcement was part of Booking’s Q4 2025 earnings report. The company beat on the top and bottom lines with earnings per share (EPS) of $48.80 on revenue of $6.35 billion. Those numbers were 17% and 16% higher on a year-over-year (YOY) basis. Another highlight of the report was that room nights were up 9% YOY, and the company’s gross bookings were up 16% YOY to $43 billion.
