Form 4: Booking Holdings CEO Sells Shares Under 10b5-1 Plan
Insider Transaction Report
Booking Holdings Inc. CEO Glenn D. Fogel reported the sale of 60 shares of common stock on January 15, 2026, under a pre-arranged 10b5-1 trading plan.
Summary
- Glenn D. Fogel, CEO and President of Booking Holdings Inc. (BKNG), reported the sale of common stock.
- A total of 60 shares of common stock were disposed of on January 15, 2026.
- The sales were executed pursuant to a Rule 10b5-1(c) sales plan adopted on December 9, 2024.
- The shares were sold at prices ranging from $5,202.20 to $5,219.25 per share.
- The weighted average sales price for one transaction of 20 shares was $5,205.505, with a range of $5,205.20 $5,205.81.
- Following these transactions, Mr. Fogel beneficially owns 19,555 shares of Booking Holdings Inc. common stock directly.
- This report is the second of two Form 4s filed to report Mr. Fogel's transactions on January 15, 2026.
Sentiment
Score: 5
Explanation: The filing reports a routine insider stock sale executed under a pre-arranged 10b5-1 plan, which is generally considered a neutral event and does not typically indicate new material information about the company's performance or outlook.
Corporate Governance
| Change Type | Description | Effective Date | Impact Assessment |
|---|---|---|---|
| Insider Trading Policy Adherence | The reported sales were made pursuant to a Rule 10b5-1(c) sales plan, adopted on December 9, 2024, indicating adherence to insider trading regulations and pre-planned disposition of securities. | 12/09/2024 | Demonstrates compliance with SEC rules designed to prevent insider trading, as transactions are scheduled in advance when the insider is not in possession of material non-public information. |
Stakeholder Impact
- Shareholders: The sale represents a minor reduction in the CEO's direct ownership, but as it's a pre-planned 10b5-1 sale, it typically has minimal impact on investor sentiment or the company's strategic direction.
Key Dates
| Date | Description |
|---|---|
| 12/09/2024 | Date the 10b5-1(c) sales plan was adopted. |
| 01/15/2026 | Date of common stock transactions by Glenn D. Fogel. |
| 01/16/2026 | Date the Form 4 was signed by Vijay Iyer, Attorney-in-Fact. |
Recommendation
holdThe filing details a routine, pre-scheduled sale of a small number of shares by the CEO under a 10b5-1 plan. Such transactions are generally not indicative of a change in the company's fundamental outlook or management's confidence, and therefore do not warrant a change in investment recommendation based solely on this report.
Keywords
Booking Holdings, BKNG, Glenn D. Fogel, Insider Trading, Form 4, Stock Sale, 10b5-1 Plan, CEO, Travel Industry
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