Form 4: Booking Holdings Director Sells Shares Under 10b5-1 Plan
Insider Transaction Report
Booking Holdings Inc. Director Robert J. Mylod Jr. executed pre-planned sales of common stock totaling 40 shares on January 2, 2026, through Annox Capital, LLC.
Summary
- Robert J. Mylod Jr., a Director of Booking Holdings Inc., reported sales of common stock.
- The transactions occurred on January 2, 2026.
- A total of 40 shares were sold across multiple transactions.
- The sales were executed at prices ranging from $5,253.595 to $5,356 per share.
- These sales were made pursuant to a Rule 10b5-1(c) sales plan adopted on August 7, 2025.
- The shares were indirectly beneficially owned through Annox Capital, LLC, where Mr. Mylod is the managing member.
- Following these transactions, Mr. Mylod directly owns 2,693 shares and indirectly owns 880 shares through Annox Capital, LLC.
Sentiment
Score: 5
Explanation: The filing reports routine, pre-planned insider sales by a director, which is a neutral event in terms of company sentiment. It does not indicate positive or negative company performance.
Future Outlook
The sales were conducted under a pre-arranged Rule 10b5-1(c) plan, indicating a structured approach to managing equity holdings rather than a reaction to immediate market conditions.
Industry Context
This is a routine insider transaction disclosure for a director of a major online travel agency. Such pre-planned sales are common for executives and directors for personal financial planning and diversification, and typically do not reflect specific company performance or industry trends.
Corporate Governance
| Change Type | Description | Effective Date | Impact Assessment |
|---|---|---|---|
| Insider Trading Plan Adoption | The reporting person adopted a Rule 10b5-1(c) sales plan on August 7, 2025, which pre-arranges sales of equity securities to avoid accusations of insider trading. | 08/07/2025 | Enhances transparency and provides an affirmative defense against insider trading allegations for pre-scheduled transactions. |
Related Party Transactions
- Sales of common stock were indirectly beneficially owned through Annox Capital, LLC, where the reporting person, Robert J. Mylod Jr., is the managing member. He disclaims beneficial ownership except to the extent of his pecuniary interest.
Stakeholder Impact
- Minimal impact on shareholders as these are routine, pre-planned sales of a relatively small number of shares by a director, not indicative of a change in company fundamentals or strategy.
Key Dates
| Date | Description |
|---|---|
| 08/07/2025 | Adoption date of the Rule 10b5-1(c) sales plan. |
| 01/02/2026 | Date of earliest transaction (sales of common stock). |
| 01/05/2026 | Signature date of the reporting person's attorney-in-fact. |
Keywords
Booking Holdings, BKNG, Form 4, Insider Trading, Stock Sale, Director, Robert J. Mylod Jr., 10b5-1 Plan, Annox Capital
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