The Booking action, the global company linked to online tourist reservations, which can be purchased locally in pesos through its CEDEARbecame a buying opportunity, according to experts, after a key decision that this company made for its stock assets. In fact, in the City it is estimated that they can price escalation up to 30% in dollars in the coming months.
The strategic decision you made Booking Holdings Inc. (BKNG) was to carry out a split of its shares, called in stock market jargon as “Split“, in 25 parts.
That is, the number of shares was multiplied by 25 for those investors who already had shares of this company before this measure, as it was a 25:1 split, thus preserving the value of the position whose price was divided/fractionated by the same ratio.
“These splits, or fractionalizations of shares, usually occur when prices rise to high values, which discourage their incorporation into retail portfolios. Therefore, this was done, basically, to have a lower price and, therefore, more accessible to the retail publicwhich increases the number of potential buyers of Booking shares,” he details. iProfessional Ignacio Rosenfeldexpert in valuation of international companies.
And he adds: “BKNG finally moved forward with stock split that the market was asking for so much. In this sense, the company implemented a 25:1 split, lowering the price from above US$4,000 to a current value of US$165, this being a much more attractive price for the retail public.”
Specifically, for Rosenfeld, The split has been “very good” for him to the company’s price, which in two weeks has risen 15%, reversing the downward trend of recent months, where it fell from a peak of US$233 in July 2025 to US$150 at the beginning of this year. Therefore, it already had a drop of 35% in that period.
Booking Holdings Inc. (BKNG) is a global booking platform for hotels, flights, cars and restaurants, which operates through virtual platforms, and is present in more than 220 countries and territories.
In 2025 he had annual revenues of US$26.9 billionand its net profit was around US$5.4 billion.
Savers can invest from Argentina, and in pesos, in Booking through its CEDEARwhich is a fraction of the locally listed company’s share, and which represents the movement of this firm in dollars on the Nasdaq in New York.
Through the Argentine Certificate of Deposit (CEDEAR) Exchange coverage can be achieved, because its price depends on the dollar counted with settlement (CCL). And it also depends on the price of the original asset.
Recommended Booking CEDEAR
The Booking Holdings Inc. (BKNG) shares can be acquired through CEDEAR, and according to the estimates of various US banks, next year the price of these papers has the possibility of rising up to 30% in dollars.
“He The market estimates an appreciation of the stock of around 20% to 30% for next yearwhich is aligned with the 30% annual EPS growth that BKNG has been registering over the last 3 years,” summarizes Rosenfeld.
The fundamentals for investing in this company are interesting, beyond the aforementioned financial strategy of splitting its shares to make them more accessible to investors.
“In addition to the changes in the price due to the split, what is interesting about this company is that its numbers appear very solid. First, its Revenue (gross income) grows year after year, having tripled in the last 10 years. Second, its margins remain high and unchanged for years, with a Gross Margin reaching almost 90% and an Operating Margin of 35%, all of which leads to the Profit Margin of 20% recorded for the financial year 2025,” highlights Rosenfeld.
Likewise, it indicates how “very relevant” datawhich in recent years Booking transitioned its operating model from “Agency” to “Merchant”which “enables it to collect 100% of the reservations at the time they are made, that is, months in advance, only having to transfer the balance to the hotel operator after the guest’s stay, which provides much more financial strength to the company. In this sense, its free cash flow (FCF) margin is 33%, which is a very positive number.”
Finally, he concludes: “Although its valuation is not low – it is trading at a PER of 28x -, considering that the market in recent years has validated higher valuations and that its income will continue to increase, the company looks attractive with the new ‘retail price’ post split 25:1”.-
