08/09/2013 01:39 EDT | Updated 10/09/2013 05:12 EDT

Priceline comes close to becoming first S&P 500 stock to cross $1,000 mark

NEW YORK, N.Y. - came close Friday to becoming the first stock in the Standard & Poor's 500 index to ever cross $1,000.

Investors jumped onboard after the travel booking company reported better than expected second-quarter earnings. The stock rose to almost $995 before levelling off. The stock closed at $969.89.

The company's stock hadn't been this high since it had an adjusted closing price of $974.27 on April 30, 1999, a month after going public in the days of the dotcom boom. The stock dropped below $10 just two years later.

Online travel sites like Priceline, Expedia and Orbitz have their roots in booking airline tickets, but they have branched out because of a decline in commissions the airlines pay them. Priceline has been the most aggressive and successful in diversifying through several company-owned sites including, Agoda, and

Priceline got its start asking travellers to "Name Your Own Price" and bid on flights, hotel rooms and car rentals. Bidders didn't know in advance what hotel or flight they would be on, and the booking was non-refundable, but the savviest could save substantially as travel providers tried to fill unused rooms, cars or seats on planes.

The company hired "Star Trek" star William Shatner as its pitchman, calling him "the negotiator." Priceline still offers its bidding service but has mostly shifted to more traditional bookings and travel packages.

The key to its success in the last quarter was overseas hotel markets. Domestic bookings grew at a respectable 12 per cent in the second quarter, but international growth was up 44 per cent from last year.

The number of hotels that list their properties on the booking sites is growing. now has 330,000 hotel properties, up from 295,000 reported last quarter, many of them added in Europe and Asia. The company is paid a commission for each room sold.

The number of rental car days booked from and also grew 46 per cent.

The company also spent heavily on advertising, increasing its online budget by 47 per cent.

Profit in the April-to-June quarter rose 24 per cent to $437.3 million, or $8.39 per share, compared with the same quarter a year ago. Excluding one-time items such as acquisition costs and expenses related to paying employees with stock, earnings came to $9.70 per share.

Revenue rose 27 per cent, to $1.68 billion, from $1.33 billion.

Analysts, on average, were expecting profit of $9.38 per share on revenue of $1.65 billion, according to FactSet.


Scott Mayerowitz can be reached at