PCLN · Priceline
Priceline.com after the dot-com bust: the stock, 2002 to 2014
2002–2014 · 218.9× (+21,788%)
For scale: buying every US stock breakout from 2018 to 2026 with no selection returned a median −22.6% a year later, measured on the 14,674 with a full twelve months of data. How it was measured
Priceline.com, now Booking Holdings, began as a travel site where customers named their own price. CBS News puts its market value at $23.1 billion at the April 1999 peak and at $0.25 billion by 9 October 2002. On 16 June 2003 the company completed a 1-for-6 reverse stock split, cutting its share count from 227 million to 37.5 million. Forbes reported that the aim was to "line up its earnings results with peer companies" such as Expedia.com and Hotels.com.
The business that followed was built on hotels. Priceline bought Active Hotels of the UK in September 2004 and Bookings B.V. of the Netherlands in July 2005, the company that became Booking.com. Measured on the post-reverse-split basis, the stock rose 218.9× (+21,788%) from the October 2002 low to the March 2014 high. In June 2014, after that high, Priceline agreed to buy OpenTable, a restaurant-reservation service, for $2.6 billion in cash.
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Sources: CBS News, the rise and fall and rise of Priceline.com · Forbes, 16 Jun 2003 · Priceline FY2005 results release · TechCrunch, 13 Jun 2014. Price figures are split-adjusted, not dividend-adjusted.
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