Booking Holdings (NASDAQ: BKNG) CEO sells 669 shares in pre-set 10b5-1 plan
Filing Impact
Filing Sentiment
Form Type
4
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.
Positive
- None.
Negative
- None.
Insights
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 ($2,871,413)
Net Sell
27 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 — 13,251 shares (Direct);
Common Stock — 13,820 shares (Indirect, By GRAT)
Footnotes (1)
- The 10b5-1(c) sales plan was adopted on December 9, 2024. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Shares held by a grantor retained annuity trust of which the Reporting Person is trustee.
FAQ
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.
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.