If Priceline (PCLN) could name its own stock price, it would probably take this one. Shares of the online travel company hit a 52-week high Monday, jumping 3% after Priceline received an upgrade from Morgan Stanley's analysts.
Morgan Stanley's analysts think Priceline's shares, currently trading around $880, can hit $1,010 as competition in the space declines. They also expect that Priceline has increased its market share of European travel.
Should Priceline's shares follow Morgan Stanley's predictions, shares could jump 15% from their current levels. Many traders on StockTwits agree with Morgan Stanley's take and are anticipating a continued pop.
Anyone who bought in earlier on the Priceline story has already been a big winner. In 2013, Priceline's shares have gained 40%. The five-year run in this stock has been pretty remarkable, too.
It's hard to forget William Shatner's Priceline commercials. "The negotiator" might still have the power to up Priceline's stock price.
Today, it seems he is.