eLong (NASDAQ: LONG) and Ctrip.com International (NASDAQ:CTRP) are both cyclical consumer goods & services companies, but which is the superior business? We will contrast the two companies based on the strength of their analyst recommendations, risk, earnings, dividends, institutional ownership, valuation and profitability.

Profitability

This table compares eLong and Ctrip.com International’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%
Ctrip.com International 4.56% 1.41% 0.74%

Analyst Ratings

This is a summary of recent recommendations for eLong and Ctrip.com International, as provided by MarketBeat.com.

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
eLong 0 0 0 0 N/A
Ctrip.com International 0 2 11 0 2.85

Ctrip.com International has a consensus target price of $57.50, suggesting a potential upside of 11.56%. Given Ctrip.com International’s higher possible upside, analysts clearly believe Ctrip.com International is more favorable than eLong.

Insider and Institutional Ownership

67.6% of Ctrip.com International shares are held by institutional investors. 5.0% of Ctrip.com International shares are held by insiders. Strong institutional ownership is an indication that endowments, hedge funds and large money managers believe a company will outperform the market over the long term.

Valuation and Earnings

This table compares eLong and Ctrip.com International’s revenue, earnings per share (EPS) 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
Ctrip.com International $3.16 billion 8.47 $222.99 million $0.29 177.73

Ctrip.com International has higher revenue and earnings than eLong.

Summary

Ctrip.com International beats eLong on 8 of the 8 factors compared between the two stocks.

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.

Ctrip.com International Company Profile

Ctrip.com International, Ltd. (Ctrip) is a travel service provider for accommodation reservation, transportation ticketing, packaged tours and corporate travel management in China. The Company aggregates hotel and transportation information to enable business and leisure travelers to make bookings. It helps leisure travelers book tour packages and guided tours, and helps corporate clients manage their travel requirements. In addition, it offers a range of other travel-related services, including travelers’ reviews, attraction tickets, travel-related financing and car services, and travel insurance and visa services to meet the various booking and travelling needs of both leisure and business travelers. It also offers independent leisure travelers bundled packaged-tour products, including group tours, semi-group tours and private tours or packaged tours with different transportation arrangements, such as cruise, bus or self-driving.

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