Wall Street's First Blockbuster Stock Split Announcement of 2026 Is Here -- and This Industry Leader Has Skyrocketed Over 27,000% in 25 Years
The Motley Fool
by newsfeedback@fool.com (Sean Williams)February 20, 2026
AI-Generated Deep Dive Summary
Wall Street has kicked off 2026 with its first major stock split announcement, and it’s not from the tech sector—it’s Booking Holdings (NASDAQ: BKNG), the online travel giant. Known for its reliance on generative AI to boost sales, Booking Holdings has seen remarkable growth over the past 25 years, with its stock skyrocketing by an astonishing 27,000%. This move comes after a seven-week anticipation period, signaling the company’s strategic decision to adjust its share structure without impacting its market capitalization or operational performance.
Stock splits are designed to make shares more accessible to smaller investors by lowering the price per share while maintaining the company’s overall value. For Booking Holdings, this strategy aligns with its history of steady growth and adaptability in the competitive travel industry. Over the years, the company has consistently demonstrated resilience, navigating challenges like economic downturns and shifting consumer behaviors. Its ability to leverage AI for innovation and efficiency has been a key driver of its long-term success.
This stock split highlights the appeal of companies that offer both predictability and growth potential—a rare combination in today’s
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Originally published on The Motley Fool on 2/20/2026