Ctrip.com International (NASDAQ: CTRP) and eLong (NASDAQ:LONG) are both retail/wholesale companies, but which is the superior investment? We will contrast the two businesses based on the strength of their valuation, analyst recommendations, institutional ownership, earnings, dividends, profitability and risk.

Valuation and Earnings

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

Gross Revenue Price/Sales Ratio EBITDA Earnings Per Share Price/Earnings Ratio
Ctrip.com International $3.16 billion 8.61 $222.99 million $0.29 180.63
eLong N/A N/A N/A N/A N/A

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

Analyst Ratings

This is a breakdown of current recommendations and price targets for Ctrip.com International and eLong, as reported by MarketBeat.com.

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

Ctrip.com International presently has a consensus target price of $57.50, suggesting a potential upside of 9.77%. Given Ctrip.com International’s higher possible upside, equities analysts plainly believe Ctrip.com International is more favorable than eLong.


This table compares Ctrip.com International and eLong’s net margins, return on equity and return on assets.

Net Margins Return on Equity Return on Assets
Ctrip.com International 4.56% 1.41% 0.74%
eLong -120.75% -115.59% -58.03%

Institutional & Insider Ownership

67.6% of Ctrip.com International shares are held by institutional investors. 23.0% of Ctrip.com International shares are held by insiders. Strong institutional ownership is an indication that hedge funds, large money managers and endowments believe a company is poised for long-term growth.


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

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.

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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