On September 25, Booking Holdings rose 3.03% in regular trading, trading at $162.245/share, with turnover of $303 million, as the online travel sector staged a broad rebound following a steep multi-week decline.

The recovery comes after Booking Holdings retreated approximately 20% from late August levels, approaching its 52-week low. The prior selloff was driven by mounting concerns that AI agent technologies — particularly Meta's Muse platform, which can autonomously book flights and hotels — could bypass traditional online travel agencies and erode their core business model. RBC Capital Markets had flagged the AI agent threat as a key risk for digital travel platforms, while the broader OTA sector saw sustained selling pressure throughout September.

Notably, the rebound was sector-wide, with peers Expedia rising 2.62% and Airbnb gaining 2.3%. Despite the near-term volatility, multiple Wall Street firms maintain bullish stances on Booking Holdings, with an average analyst price target of approximately $239 — well above the current trading level. Morgan Stanley initiated coverage with an Overweight rating and a $230 target, while HSBC holds a $301 target.

(The above content is based on publicly available market information, generated by a program or algorithm, and is intended solely as a stock movement alert. It does not constitute investment advice or a basis for trading decisions.)