eLong (NASDAQ: LONG) and TripAdvisor (NASDAQ:TRIP) are both cyclical consumer goods & services companies, but which is the better stock? We will contrast the two companies based on the strength of their institutional ownership, dividends, profitabiliy, analyst recommendations, earnings, valuation and risk.

Earnings & Valuation

This table compares eLong and TripAdvisor’s gross revenue, earnings per share and valuation.

Gross Revenue Price/Sales Ratio EBITDA Earnings Per Share Price/Earnings Ratio
eLong N/A N/A N/A N/A N/A
TripAdvisor $1.50 billion 3.65 $202.00 million $0.70 55.46

TripAdvisor has higher revenue and earnings than eLong.

Profitability

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

Net Margins Return on Equity Return on Assets
eLong -120.75% -115.59% -58.03%
TripAdvisor 6.87% 8.87% 5.77%

Analyst Ratings

This is a summary of recent ratings and price targets for eLong and TripAdvisor, as provided by MarketBeat.

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
eLong 0 0 0 0 N/A
TripAdvisor 5 16 1 0 1.82

TripAdvisor has a consensus price target of $48.27, indicating a potential upside of 24.33%. Given TripAdvisor’s higher probable upside, analysts clearly believe TripAdvisor is more favorable than eLong.

Institutional & Insider Ownership

89.6% of TripAdvisor shares are owned by institutional investors. 1.0% of TripAdvisor shares are owned by company insiders. Strong institutional ownership is an indication that large money managers, hedge funds and endowments believe a stock will outperform the market over the long term.

Summary

TripAdvisor beats eLong on 8 of the 8 factors compared between the two stocks.

About eLong

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.

About TripAdvisor

TripAdvisor, Inc. owns and operates a portfolio of online travel brands. TripAdvisor, the Company’s brand, is a travel site. The Company operates through two segments: Hotel and Non-Hotel. The Company’s Hotel segment includes click-based advertising and transaction; display-based and subscription-based advertising, and other hotel operations. The Non-Hotel segment includes Attractions, Restaurants and Vacation Rentals businesses. The Company’s platform also enables users to compare real-time pricing and availability for these experiences, as well as to book hotels, flights, cruises, vacation rentals, tours, activities and attractions, and restaurants, on either a TripAdvisor site or application, or a travel partner site or application. As of December 31, 2016, the Company’s TripAdvisor-branded Websites included tripadvisor.com in the United States and localized versions of the TripAdvisor Website in 48 markets and 28 languages around the world.

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