Wall Street's First Blockbuster Stock Split Announcement of 2026 Is Here -- and This Industry Leader Has Skyrocketed Over 27,000% in 25 Years

By Sean Williams – Feb 19, 2026 at 7:56PM ESTKey PointsPublic companies that announce forward stock splits have a history of handily outperforming Wall Street's benchmark index, the S&P 500.The world's leading online travel company will conduct its largest-ever stock split (25-for-1) in early April.This company's incorporation of generative AI and integration of several travel services have helped it sustain its competitive edge.These 10 Stocks Could Mint the Next Wave of Millionaires ›NASDAQ: BKNGBooking HoldingsMarket Cap$138BToday's Changeangle-down(-6.15%) $262.54Current Price$4007.45Price as of February 19, 2026 at 4:00 PM ETThe stock market's first high-profile forward split of the year isn't a tech stock -- but it is a company reliant on generative AI to grow its sales.Although artificial intelligence (AI) has been dominating headlines for the last three years, it's not the only trend making waves on Wall Street. Investors have also been gravitating to industry-leading companies conducting stock splits. A stock split is an event that allows a publicly traded company to adjust its share price and outstanding share count by the same factor, without affecting its market cap or underlying operating performance. After a seven-week wait, we have our first blockbuster stock split announcement of the year, courtesy of online travel company Booking Holdings (BKNG 6.15%). Image source: Getty Images. Stock-split stocks outperform and cater to retail investors Though there are two types of stock splits, forward and reverse, investors flock to the former. Companies that have to lower their share price to make it more nominally affordable for investors who can't purchase fractional shares through their broker are almost always doing something right. In other words, these are businesses that are out-innovating and out-executing their peers. Furthermore, stock-split stocks have a history of outperforming Wall Street's benchmark index, the S&P 500 (^GSPC 0.28%). Since 1980, companies have averaged a 12-month return of 25.4% following a forward stock split announcement, which is more than double the S&P 500's 12-month return in the comparable year. Given this outperformance, it's no wonder investors seek out stock-split stocks. Lastly, forward splits cater to retail investors. Over time, everyday investors have accounted for a larger percentage of total equities trading volume on Wall Street. Keeping retail investors engaged and ensuring they have a way to invest is becoming increasingly important. Image source: Getty Images. Booking Holdings will enact a historic 25-for-1 forward split On Feb. 18, when the parent company of Booking.com, Priceline, and Kayak reported its fourth-quarter and full-year operating results, Booking Holdings announced that its board had approved a historic 25-for-1 forward split, which will go into effect on April 2. This split announcement follows a 27,400% move higher in its shares over the trailing 25-year period, including dividends. With Booking's shares ending the Feb. 18 trading session at $4,007.45, the company's largest-ever stock split will reduce its nominal share price to around $160. This should make it easier for retail investors to buy its stock (if they can't already purchase fractional shares). ExpandNASDAQ: BKNGBooking HoldingsToday's Change(-6.15%) $-262.54Current Price$4007.45Key Data PointsMarket Cap$138BDay's Range$3871.01 - $4141.5352wk Range$3871.01 - $5839.41Volume907KAvg Vol304KGross Margin97.00%Dividend Yield0.90% Booking's four-digit share price reflects its sustained superior growth rate in online travel services. Aside from enjoying outsize growth in international markets, Booking's success has been driven by its long-term Connected Trip strategy. By leveraging generative AI to tailor suggestions to individual users, Booking Holdings has turned a single booking, such as a flight, into integrated revenue streams that include car rentals, hotel stays, and attraction purchases. Keeping more revenue within its ecosystem is a clear competitive edge. Additionally, the company has quietly implemented an impressive share repurchase program. Since 2014, more than 38% of Booking's outstanding shares have been bought back. For companies with steady or growing net income, a steady diet of share buybacks can meaningfully increase earnings per share.

Although Booking Holdings is unlikely to be the only blockbuster stock-split stock of 2026, it holds the distinction of being the first.Read NextFeb 19, 2026 •By Danny Vena, CPABooking Holdings Announces a Massive 25-for-1 Stock Split. Here's What Investors Need to KnowFeb 15, 2026 •By Will HealyShould You Buy Booking Holdings Stock Before Feb. 18?Jan 24, 2026 •By Rick MunarrizWill Any of These 3 High-Priced Stocks Split Their Stock?Nov 17, 2025 •By Eric VolkmanWhy Booking Holdings Stock Nose-Dived TodayAug 26, 2025 •By Motley Fool YouTubeBooking Holdings: A Deep Dive Into Its Investment PotentialFeb 20, 2025 •By Motley Fool Markets TeamBooking Holdings Smashes EPS ForecastsAbout the AuthorSean Williams is a data-driven Motley Fool contributing analyst who's been investing for 27 years and has penned north of 15,000 articles. You'll find him at the intersection of politics and investing tackling macroeconomic topics of interest (Social Security and Donald Trump's economic/tax policies), analyzing which stocks billionaire investors (e.g., Warren Buffett) are buying and selling, and digging into how the world's most-influential businesses and trends -- everything from the evolution of artificial intelligence (AI) to the next stock split -- are changing Wall Street. He holds a B.A. in Economics from the University of California, San Diego.TMFUltraLongX@AMCScamStocks MentionedBooking HoldingsNASDAQ: BKNG$4007.45 (6.15%) $262.54S&P 500 IndexSNPINDEX: ^GSPC$6861.89 (0.28%) $19.42*Average returns of all recommendations since inception. Cost basis and return based on previous market day close.