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.
The stock split will occur after the close on Thursday, April 2, and Booking will begin trading on a post-split basis ahead of the open on Monday, April 6. (As a reminder, Friday, April 3, is a stock market holiday.)
What does the Booking stock split mean?
Booking's stock split won't change anything about the company's fundamentals or its market valuation. Rather, a stock split is similar to making change. In BKNG's case, it will be equivalent to breaking a $20 bill and a $5 bill into 25 $1 bills.
Based on Booking stock's March 26 close, the 25-for-1 stock split will bring the share price to about $168.50. This makes it much more attractive to retail investors as opposed to its current four-figure share price.
Netflix (NFLX) underwent a similar stock split late last year, with the streaming giant citing the importance of keeping its share price "more accessible to employees who participate in the Company's stock option program."
Wall Street says Booking stock is still a Buy
Booking shares have outpaced the broader market over the long term. Indeed, over the past 20 years, the large-cap stock has averaged an annual total return (price change plus dividends) of nearly 30% – beating the S&P 500 by more than 19 percentage points.
More recently, though, BKNG stock has struggled amid rising competition and concerns that artificial intelligence (AI) will disrupt its business model. But analysts don't seem too concerned.
"Booking Holdings beat fourth-quarter revenue and EBITDA [earnings before interest, taxes, depreciation, and amortization] estimates, posting strong margins and issuing solid – albeit conservative – guidance, implying that its business remains strong," wrote Argus Research analyst John Staszak in a February 23 note. "Based on Booking's many loyal users and easy-to-use platform, both our short- and long-term ratings are BUY."
The analyst adds that the 25-for-1 stock split will make Booking shares "more marketable."
Staszak is in good company with his bullish outlook on the top-rated S&P 500 stock. Of the 38 analysts covering Booking stock who are tracked by S&P Global Market Intelligence, 30 say it's a Buy or Strong Buy and eight have it at Hold. This works out to a consensus Buy recommendation.
