Booking Holdings (BNKG), the online travel firm formerly known as Priceline, has undergone one stock split in its 27-year history as a public company: a 1-for-6 reverse stock split in June 2003 that was aimed at raising its share price.
Since then, BKNG's per-share price has risen from $25 to roughly $4,214 — a return of 16,700%. While this lofty share price puts the consumer discretionary stock out of reach for most retail investors, the company's board of directors recently approved (PDF) a massive 25-for-1 forward stock split that will bring BKNG's share price to a more approachable level.
