Remember Denny Crane?

Back on February 21, 2018, The Priceline Group Inc. changed the name of its company to Booking Holdings, and its ticker symbol from PCLN to BKNG about a week later. Since then, BKNG has seemingly become less visible as a ticker and market growth leader than PCLN once was, back in its heyday of William Shatner's snazzy commercial advertisements for the company. 

Technically, one can see why the stock has not been in the spotlight--It has largely gone sideways since 2017. 

However, like most stocks BKNG is bouncing back nicely after a rough May. On the updated daily chart, below, note the price action tightening up for a push over $1890 this morning. 

Eventually, BKNG will need to clear back over $2000 to make some real noise. But there was a time when this stock, under PCLN, was more attractive than even the FANG names. It will be interesting to see if Booking, what its impressive portfolio of online travel/leisure brands like Booking.com, Priceline.com, Agoda.com, Kayak.com, Cheapflights, Rentalcars.com, Momondo, and OpenTable, will be able to regain the spotlight after a few years of fading into the background with the market more ambivalent than bearish about it.