Booking CEO sells 669 BKNG shares under 10b5-1 plan

Booking Holdings Inc. CEO and President Glenn D. Fogel reported open-market sales of 669 shares of common stock on March 16, 2026, executed in multiple small trades.

Accepted by SEC EDGAR 03/17/2026 - 04:30 PM EDT Learn about SEC filing dates

Rhea-AI Filing Summary

Booking Holdings Inc. CEO and President Glenn D. Fogel reported open-market sales of 669 shares of common stock on March 16, 2026, executed in multiple small trades. The transactions were classified as sales and made pursuant to a Rule 10b5-1(c) trading plan adopted on December 9, 2024.

Following these sales, Fogel directly holds 12,596 shares of Booking Holdings common stock. In addition, a grantor retained annuity trust for which he is trustee holds 13,820 shares, reported as indirect ownership. Several price entries reflect weighted average sales prices over narrow intraday ranges.

Insights

Insider trading and corporate governance analyst

Pre-planned, modest CEO stock sale under 10b5-1 plan; routine in scale.

The reporting shows CEO Glenn Fogel selling 669 shares of Booking Holdings common stock in multiple small open-market trades on March 16, 2026. The filing classifies all as sales, with no associated option exercises or derivative activity.

A key detail is the footnote that these trades occurred under a Rule 10b5-1(c) sales plan adopted on December 9, 2024. Such plans are pre-arranged, reducing the informational value of transaction timing because trades are scheduled in advance rather than based on real-time views.

After the sales, Fogel still directly holds 12,596 shares, and a grantor retained annuity trust he serves as trustee holds another 13,820 shares indirectly. Given the modest share count and pre-planned nature, this looks like routine portfolio management rather than a thesis-changing event.

Insider Trade Summary 10b5-1

Net Seller: 669 shares

Net Sell 26 txns

Insider Fogel Glenn D

Role CEO AND PRESIDENT

Sold 669 shs ($2.87M)

Type	Security	Shares	Price	Value
Sale	Common Stock	14	$4,262.06	$60K
Sale	Common Stock	10	$4,267.29	$43K
Sale	Common Stock	28	$4,269.8914	$120K
Sale	Common Stock	20	$4,274.43	$85K
Sale	Common Stock	24	$4,280.3108	$103K
Sale	Common Stock	40	$4,282.3825	$171K
Sale	Common Stock	38	$4,284.8305	$163K
Sale	Common Stock	30	$4,285.7667	$129K
Sale	Common Stock	42	$4,288.0381	$180K
Sale	Common Stock	21	$4,289.1981	$90K
Sale	Common Stock	78	$4,291.2769	$335K
Sale	Common Stock	42	$4,292.7214	$180K
Sale	Common Stock	66	$4,294.183	$283K
Sale	Common Stock	20	$4,295.42	$86K
Sale	Common Stock	28	$4,296.9993	$120K
Sale	Common Stock	24	$4,298.05	$103K
Sale	Common Stock	24	$4,299.59	$103K
Sale	Common Stock	24	$4,300.1917	$103K
Sale	Common Stock	4	$4,303.35	$17K
Sale	Common Stock	20	$4,306.785	$86K
Sale	Common Stock	10	$4,308.38	$43K
Sale	Common Stock	14	$4,312.3914	$60K
Sale	Common Stock	14	$4,313.3914	$60K
Sale	Common Stock	10	$4,314.73	$43K
Sale	Common Stock	4	$4,322.08	$17K
Sale	Common Stock	20	$4,330.205	$87K
Holding	Common Stock	--	--	--

Holdings After Transaction: Common Stock — 12,596 shares (Direct); Common Stock — 13,820 shares (Indirect, By GRAT)

Footnotes (22)

1. F1. The 10b5-1(c) sales plan was adopted on December 9, 2024.
2. F2. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,269.58 - $4,270.21. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.
3. F3. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,274.15 - $4,274.71. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.
4. F4. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,279.88 - $4,280.81. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.
5. F5. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,282.13 - $4,282.74. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.
6. F6. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,284.36 - $4,285.19. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.
7. F7. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,285.62 - $4,286.03. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.
8. F8. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,287.45 - $4,288.36. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.
9. F9. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,288.46 - $4,289.28. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.
10. F10. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,290.87 - $4,291.81. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.
11. F11. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,292.31 - $4,293.23. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.
12. F12. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,293.61 - $4,294.58. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.
13. F13. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,295.25 - $4,295.59. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.
14. F14. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,296.61 - $4,297.52. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.
15. F15. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,297.65 - $4,298.17. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.
16. F16. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,299.17 - $4,299.89. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.
17. F17. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,300.17 - $4,300.21. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.
18. F18. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,306.29 - $4,307.28. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.
19. F19. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,312.37 - $4,312.40. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.
20. F20. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,313.38 - $4,313.42. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.
21. F21. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,330.19 - $4,330.22. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.
22. F22. Shares held by a grantor retained annuity trust of which the Reporting Person is trustee.

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

How many Booking Holdings (BKNG) shares did CEO Glenn Fogel sell?

CEO Glenn Fogel sold a total of 669 shares of Booking Holdings common stock. The sales occurred in multiple small open-market transactions on March 16, 2026, with each trade reported individually but summarized as 669 net shares sold in the filing.

At what prices did Glenn Fogel’s March 16, 2026 BKNG stock sales occur?

The reported sales occurred at prices generally around $4,262 to $4,330 per share. Several entries specify weighted average sales prices with narrow ranges, and the company notes it can provide full breakdowns of shares sold at each separate price upon regulatory request.

Was Glenn Fogel’s BKNG stock sale made under a 10b5-1 trading plan?

Yes. A footnote states the Rule 10b5-1(c) sales plan was adopted on December 9, 2024. This indicates the March 16, 2026 trades were pre-scheduled under that plan, suggesting routine diversification rather than opportunistic, discretionary market timing.

How many Booking Holdings (BKNG) shares does Glenn Fogel hold after these transactions?

Following the reported sales, Glenn Fogel directly owns 12,596 shares of Booking Holdings common stock. In addition, a grantor retained annuity trust, where he is trustee, holds 13,820 shares reported as indirect ownership, reflecting a substantial continuing equity stake.

What does the indirect BKNG ownership by a GRAT mean in Glenn Fogel’s Form 4?

The filing notes 13,820 shares are held by a grantor retained annuity trust, where Glenn Fogel is trustee. This means those shares are reported as indirect ownership, with the trust as the holding vehicle, while Fogel retains a role in overseeing the trust’s assets.

Does Glenn Fogel’s March 2026 BKNG Form 4 include any option exercises or gifts?

No. The transaction summary shows only 26 open-market sales totaling 669 shares, with no option exercises, gifts, or tax-withholding entries. The derivativeSummary is empty, indicating no new derivative transactions were reported in this particular filing.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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SEC Form 4

FORM 4

UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549

STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP

Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934
or Section 30(h) of the Investment Company Act of 1940

OMB APPROVAL

OMB Number:			3235-0287
Estimated average burden
hours per response:			0.5

Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).

X

Check this box to indicate that a transaction was made pursuant to a contract, instruction or written plan for the purchase or sale of equity securities of the issuer that is intended to satisfy the affirmative defense conditions of Rule 10b5-1(c). See Instruction 10.

1. Name and Address of Reporting Person^*

Fogel Glenn D

(Last) (First) (Middle)

BOOKING HOLDINGS INC.

800 CONNECTICUT AVENUE

(Street)

NORWALK CT 06854

(City) (State) (Zip)

2. Issuer Name and Ticker or Trading Symbol
Booking Holdings Inc. [ BKNG ]

5. Relationship of Reporting Person(s) to Issuer
(Check all applicable)

X	Director		10% Owner
X	Officer (give title below)		Other (specify below)
	CEO AND PRESIDENT

3. Date of Earliest Transaction (Month/Day/Year)
03/16/2026

4. If Amendment, Date of Original Filed (Month/Day/Year)

6. Individual or Joint/Group Filing (Check Applicable Line)

X	Form filed by One Reporting Person
	Form filed by More than One Reporting Person

Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned
1. Title of Security (Instr. 3)	2. Transaction Date (Month/Day/Year)	2A. Deemed Execution Date, if any (Month/Day/Year)	3. Transaction Code (Instr. 8)		4. Securities Acquired (A) or Disposed Of (D) (Instr. 3, 4 and 5)			5. Amount of Securities Beneficially Owned Following Reported Transaction(s) (Instr. 3 and 4)	6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	7. Nature of Indirect Beneficial Ownership (Instr. 4)
			Code	V	Amount	(A) or (D)	Price
Common Stock(1)	03/16/2026		S		14	D	$4,262.06	13,251	D
Common Stock(1)	03/16/2026		S		10	D	$4,267.29	13,241	D
Common Stock(1)(2)	03/16/2026		S		28	D	$4,269.8914	13,213	D
Common Stock(1)(3)	03/16/2026		S		20	D	$4,274.43	13,193	D
Common Stock(1)(4)	03/16/2026		S		24	D	$4,280.3108	13,169	D
Common Stock(1)(5)	03/16/2026		S		40	D	$4,282.3825	13,129	D
Common Stock(1)(6)	03/16/2026		S		38	D	$4,284.8305	13,091	D
Common Stock(1)(7)	03/16/2026		S		30	D	$4,285.7667	13,061	D
Common Stock(1)(8)	03/16/2026		S		42	D	$4,288.0381	13,019	D
Common Stock(1)(9)	03/16/2026		S		21	D	$4,289.1981	12,998	D
Common Stock(1)(10)	03/16/2026		S		78	D	$4,291.2769	12,920	D
Common Stock(1)(11)	03/16/2026		S		42	D	$4,292.7214	12,878	D
Common Stock(1)(12)	03/16/2026		S		66	D	$4,294.183	12,812	D
Common Stock(1)(13)	03/16/2026		S		20	D	$4,295.42	12,792	D
Common Stock(1)(14)	03/16/2026		S		28	D	$4,296.9993	12,764	D
Common Stock(1)(15)	03/16/2026		S		24	D	$4,298.05	12,740	D
Common Stock(1)(16)	03/16/2026		S		24	D	$4,299.59	12,716	D
Common Stock(1)(17)	03/16/2026		S		24	D	$4,300.1917	12,692	D
Common Stock(1)	03/16/2026		S		4	D	$4,303.35	12,688	D
Common Stock(1)(18)	03/16/2026		S		20	D	$4,306.785	12,668	D
Common Stock(1)	03/16/2026		S		10	D	$4,308.38	12,658	D
Common Stock(1)(19)	03/16/2026		S		14	D	$4,312.3914	12,644	D
Common Stock(1)(20)	03/16/2026		S		14	D	$4,313.3914	12,630	D
Common Stock(1)	03/16/2026		S		10	D	$4,314.73	12,620	D
Common Stock(1)	03/16/2026		S		4	D	$4,322.08	12,616	D
Common Stock(1)(21)	03/16/2026		S		20	D	$4,330.205	12,596	D
Common Stock								13,820	I	By GRAT(22)

Table II - Derivative Securities Acquired, Disposed of, or Beneficially Owned (e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivative Security (Instr. 3)	2. Conversion or Exercise Price of Derivative Security	3. Transaction Date (Month/Day/Year)	3A. Deemed Execution Date, if any (Month/Day/Year)	4. Transaction Code (Instr. 8)		5. Number of Derivative Securities Acquired (A) or Disposed of (D) (Instr. 3, 4 and 5)		6. Date Exercisable and Expiration Date (Month/Day/Year)		7. Title and Amount of Securities Underlying Derivative Security (Instr. 3 and 4)		8. Price of Derivative Security (Instr. 5)	9. Number of derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4)	10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	11. Nature of Indirect Beneficial Ownership (Instr. 4)
				Code	V	(A)	(D)	Date Exercisable	Expiration Date	Title	Amount or Number of Shares

Explanation of Responses:

1. The 10b5-1(c) sales plan was adopted on December 9, 2024.

2. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,269.58 - $4,270.21. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.

3. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,274.15 - $4,274.71. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.

4. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,279.88 - $4,280.81. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.

5. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,282.13 - $4,282.74. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.

6. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,284.36 - $4,285.19. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.

7. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,285.62 - $4,286.03. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.

8. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,287.45 - $4,288.36. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.

9. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,288.46 - $4,289.28. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.

10. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,290.87 - $4,291.81. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.

11. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,292.31 - $4,293.23. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.

12. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,293.61 - $4,294.58. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.

13. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,295.25 - $4,295.59. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.

14. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,296.61 - $4,297.52. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.

15. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,297.65 - $4,298.17. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.

16. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,299.17 - $4,299.89. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.

17. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,300.17 - $4,300.21. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.

18. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,306.29 - $4,307.28. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.

19. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,312.37 - $4,312.40. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.

20. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,313.38 - $4,313.42. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.

21. Represents the weighted average sales price. The range of prices received for the reported transactions was $4,330.19 - $4,330.22. Upon request by the Commission staff, Booking Holdings will provide full information regarding the number of shares sold at each separate price.

22. Shares held by a grantor retained annuity trust of which the Reporting Person is trustee.

	/s/ Vijay Iyer, Attorney-in-Fact	03/17/2026
	** Signature of Reporting Person	Date
Reminder: Report on a separate line for each class of securities beneficially owned directly or indirectly.
* If the form is filed by more than one reporting person, see Instruction 4 (b)(v).
** Intentional misstatements or omissions of facts constitute Federal Criminal Violations See 18 U.S.C. 1001 and 15 U.S.C. 78ff(a).
Note: File three copies of this Form, one of which must be manually signed. If space is insufficient, see Instruction 6 for procedure.
Persons who respond to the collection of information contained in this form are not required to respond unless the form displays a currently valid OMB Number.