BNP Paribas Exane initiated coverage on Booking Holdings (NASDAQ: BKNG) with an Outperform rating and a $6,100 price target.

The firm said Booking's industry-leading margin profile and its extensive user base positioned the company to continue investing in international expansion, U.S. market share initiatives, alternative accommodations and artificial-intelligence technologies. Despite elevated investment levels, BNP Paribas expects Booking to grow both market share and earnings.

The brokerage projected Booking's share of global travel and accommodation (excluding China) to reach 4.1% by 2027, up from 3.6% in 2024, supporting its bullish valuation case.