Expedia (NASDAQ: EXPE) and eLong (NASDAQ:LONG) are both retail/wholesale companies, but which is the better stock? We will compare the two companies based on the strength of their dividends, institutional ownership, analyst recommendations, profitability, valuation, earnings and risk.

Valuation & Earnings

This table compares Expedia and eLong’s gross revenue, earnings per share (EPS) and valuation.

Gross Revenue Price/Sales Ratio EBITDA Earnings Per Share Price/Earnings Ratio
Expedia $9.45 billion 2.40 $1.19 billion $2.11 70.74
eLong N/A N/A N/A N/A N/A

Expedia has higher revenue and earnings than eLong.

Dividends

Expedia pays an annual dividend of $1.20 per share and has a dividend yield of 0.8%. eLong does not pay a dividend. Expedia pays out 56.9% of its earnings in the form of a dividend.

Insider and Institutional Ownership

84.4% of Expedia shares are held by institutional investors. 20.9% of Expedia shares are held by company insiders. Strong institutional ownership is an indication that large money managers, hedge funds and endowments believe a company is poised for long-term growth.

Profitability

This table compares Expedia and eLong’s net margins, return on equity and return on assets.

Net Margins Return on Equity Return on Assets
Expedia 3.49% 10.98% 3.40%
eLong -120.75% -115.59% -58.03%

Analyst Ratings

This is a breakdown of current ratings for Expedia and eLong, as provided by MarketBeat.

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Expedia 0 4 20 1 2.88
eLong 0 0 0 0 N/A

Expedia currently has a consensus price target of $162.08, suggesting a potential upside of 8.59%. Given Expedia’s higher probable upside, equities research analysts clearly believe Expedia is more favorable than eLong.

Summary

Expedia beats eLong on 10 of the 11 factors compared between the two stocks.

Expedia Company Profile

Expedia, Inc. is an online travel company. The Company operates through four segments: Core Online Travel Agencies (Core OTA), trivago, Egencia and HomeAway. The Company’s Core OTA segment provides a range of travel and advertising services to its customers across the world, through a range of brands, including Expedia.com and Hotels.com in the United States, and localized Expedia and Hotels.com Websites throughout the world, Orbitz.com, Expedia Affiliate Network, Hotwire.com, Travelocity, Wotif Group, CarRentals.com and Classic Vacations. The Company’s trivago segment sends referrals to online travel companies and travel service providers from its hotel metasearch Websites. Its Egencia segment, which also includes Orbitz Worldwide (Orbitz) for Business, provides managed travel services to corporate customers across the world. The Company’s HomeAway segment operates an online marketplace for the vacation rental industry.

eLong Company Profile

eLong, Inc. provides mobile and online accommodation reservations in China. The Company offers consumers an accommodation network of domestic and international properties across the world. The Company enables travelers to make informed accommodation booking decisions through its Website, mobile applications and tools, such as destination guides, photos, virtual tours, maps and user reviews. The Company offers round the clock accommodation booking, and a range of options with various booking models, price points and payment choices for its customers, including budget, three, four and five-star hotels, short-stay apartments and groupbuy hotels. The Company acts primarily as an agent in its accommodation transactions. The Company provides reservations of air tickets, train tickets, travel insurance and other transportation-related services. The Company gets advertising revenues from its eLong and Xici Websites.

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