Priceline went up because Expedia posted good earnings. Since they are in the same industry it's natural for positive sentiment to pass over to relevant companies.
Let's take a look at PCLN's chart for the last 60 days.
So that big early gap down we see between July and August was when they reported bad earnings. The stock lost more than $150 overnight. Ever since then it's been working its way back to fill that gap. Well the highest it has seen on the recovery is $650. It actually has had a triple top on the $650 level. With earnings approaching though that sell off we started to see came natural.
After getting a support level at $590 the stock started consolidating well between the $600-$610 level before Google missed earnings. It was actually a few other companies too, but Google was the big play factor for that sell off to bring it down to $560. Pay attention to how $560 was a previous support when PCLN missed earnings.
By Expedia performing well it had tagged $20 more onto the stock to bring it to $580. With PCLN actually moving their earnings report earlier to November 1st I believe we will actually see the stock move up a bit more into the earnings. I would not be surprised to see at the $600-$610 level before earnings.
The way things are set up, a straddle play looks very effective.
If PCLN beats, then we can expect PCLN to hit at least $650 again, even though pushing towards $680 isn't out of the question. If it misses, then $560 will definitely come into play again and that time around I am fairly sure that the support level will be broken.
In other words, I'm looking for at least a $40 movement in either direction.