First, keep an eye on the online travel booking sector and on the evolution of consumer habits in this area in order to assess whether Booking has growth possibilities in the more or less long term.
Initially, the American company that we know today as Booking was called Priceline Incorporated. In 2014, the group first changed its name to the Priceline Group. But it wasn't until February 2018 that the company finally took the name of Booking Holding, referring to the Booking.com subsidiary that it had bought previously. The company name was also changed in 2018 from PCLN to BKNG in the stock market.