In-depth Analysis of the Evolution of Competition Between Fliggy and Ctrip

Based on the strong recovery data from Fliggy’s “2026 New Year’s Day Holiday Travel Report” [1] and the current competitive situation in the OTA market, this article systematically analyzes the evolution of the competitive landscape between Fliggy and Ctrip.

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• Ctrip: 56% (absolute leader)
• Tongcheng Travel: 15%
• Meituan:13%
• Fliggy:8%
• Douyin:3%

• Ctrip:48.3%
• Fliggy:29.6% (second place)
• Tongcheng:10.9%

• Tongcheng:218 million (leveraging Tencent WeChat traffic)
• Ctrip:118 million
• Qunar:49.12 million
• Fliggy:34.9 million

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• High-star Hotel Resources
  :600,000 high-star hotels (Meituan has only350,000)
• Fulfillment System
  :Order fulfillment rate up to90%, far exceeding content platforms’ less than30%
• Global Layout
  :18 customer service centers,13,000 customer service staff, non-Chinese service volume accounts for72%
• Supply Chain Control
  :Deeply bound with Huazhu, Atour, BTG, etc. through equity investment

• Alibaba Ecosystem Synergy
  :Integrate Alipay, Taobao, and88VIP membership systems
• Outbound Travel Advantage
  :Occupies nearly30% share in the outbound travel market, second only to Ctrip
• Content Operation
  :Rely on Alibaba’s big entertainment resources to build content-driven travel consumption decisions

According to the comparative analysis of user scale and GMV [1]:

• Ctrip
  :118 million users contribute56% GMV → high proportion of high-net-worth users
• Fliggy
  :34.9 million users contribute8% GMV → small user scale, but there is room for improvement in average order value
• Consumption Recovery Characteristics
  :Fliggy’s New Year’s Day data shows that per capita consumption amount increased by over30% [1], indicating strong user consumption willingness

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• From2024 to 2025, Ctrip Group’s hotel room night share remains above32%, and GMV share above36% [1]
• User overlap increases significantly: The overlapping users of Ctrip, Meituan, and JD.com reach65.21 million, a year-on-year increase of20.4% [1]

1. Focus on Outbound Travel Increment
   :Has established a29.6% share foundation in the outbound travel market
2. AI Technology Empowerment
   :Launched multi-agent AI product “Wen Yi Wen” (Ask a Question), providing smart transportation consultants, hotel consultants, etc. [2]
3. Deepen Ecosystem Synergy
   :Connect Alipay, Taobao88VIP, Ele.me, and other Alibaba traffic entrances

1. Sinking Market Penetration
   :Cover low-tier markets through “Ctrip Group” (Ctrip + Qunar)
2. Technology-driven Efficiency
   :AI technology empowerment reduces operational costs and improves matching efficiency
3. Global Expansion
   :International OTA platform revenue growth rate remains at a high level of70%, targeting the Asia-Pacific market

1. Content Differentiation
   :Use Alibaba entertainment resources (Youku, Weibo, etc.) to build a travel content ecosystem
2. Young User Penetration
   :Fliggy’s user structure is more youthful, aligning with Gen Z’s independent travel and small-group travel trends
3. Alibaba Ecosystem Integration
   :-
   • Integrate with Alipay credit system (deposit-free, credit payment)
   • Connect with Taobao88VIP benefits
   • Collaborate with DingTalk for corporate travel

• Ctrip maintains dominance in the mid-to-high-end market with600,000 high-star hotels and global layout
• Fliggy forms differentiated advantages in outbound travel and young user groups
• Both sides form a stable pattern in their respective advantageous areas

• Alibaba ecosystem integrates Fliggy, Alipay, Taobao, Ele.me to form a super entrance for local life + travel
• Reconstruct travel consumption decision-making links through content and AI technology
• Risk:Fliggy needs independent development to avoid being marginalized in the Alibaba system

• Multiple forces including Ctrip, Fliggy, Tongcheng, Meituan, Douyin coexist
• Different platforms form advantages in different segments (Ctrip: high-end business travel; Fliggy: outbound travel; Tongcheng: sinking market; Meituan: local life)

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• Current Situation
  :Content platforms (Douyin) have only20% of Ctrip’s GMV in hotels and travel [1]
• Fliggy’s Opportunity
  :Rely on Alibaba entertainment resources to build a “content + transaction” closed loop
• Ctrip’s Response
  :Ctrip Community + AI travel assistant “Wen Dao” (Ask the Way) strengthens content layout

• Fliggy
  :Multi-agent AI “Wen Yi Wen” has been implemented [2]
• Ctrip
  :AI technology empowers supply chain efficiency improvement
• Decisive Factor
  :Who can use AI to reduce operational costs and improve user experience faster

• Ctrip’s Advantage
  :600,000 high-star hotel resources, obvious first-mover advantage [1]
• Fliggy’s Challenge
  :Needs to build an independent supply chain instead of relying on the Alibaba ecosystem

• Ctrip
  :The mindshare of “open Ctrip to book hotels and flights” is being diluted [1]
• Fliggy’s Opportunity
  :Capture Gen Z new users and build the mindshare of “travel platform for young people”

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1. Focus on Outbound Travel Increment
   :Deeply cultivate the Asia-Pacific market where Ctrip’s global layout is not fully covered
2. Independent Development Path
   :Avoid over-reliance on Alibaba traffic, build independent brand awareness and user stickiness
3. Content Differentiation
   :Use Alibaba entertainment resources to build a unique travel content ecosystem

1. Sinking Market攻坚
   :Integrate Qunar resources through “Ctrip Group” to prevent Tongcheng and Meituan from eroding low-tier markets
2. User Experience Optimization
   :Resolve disputes such as “big data price discrimination” and “automatic price adjustment” to rebuild trust between merchants and consumers [1]
3. Technology Moat
   :Continuously invest in AI technology to improve operational efficiency and service quality

• The dividend of travel consumption recovery will continue to be released, but competition will shift from “incremental fighting” to “stock game”
• Content platforms cannot completely replace OTA’s infrastructure role; the future is more likely to be a layered collaboration model where “content is responsible for customer acquisition, and OTA is responsible for delivery” [1]
• Industry focus shifts from “scale expansion” to “single-store profitability” and “user retention” [1]

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Against the backdrop of strong recovery in travel consumption, the competitive landscape between Fliggy and Ctrip will show the following evolutionary characteristics:

1. Short-term (2025-2026)
   :Ctrip maintains overall leading position (56% market share), Fliggy continues to break through in outbound travel and young user segments
2. Mid-term (2026-2028)
   :Whether Fliggy can surpass Ctrip using the Alibaba ecosystem depends on its ability to build an independent supply chain and user mindshare; Ctrip needs to prevent merchant and consumer trust crises
3. Long-term
   :The industry will form a pattern of “diversified coexistence and segmented competition” instead of a single platform monopoly

:Fliggy, relying on Alibaba’s ecosystem advantages and foundation in the outbound travel field, has the opportunity to form differentiated competitive advantages in specific segments (outbound travel, young users). However, to surpass Ctrip in overall market share, it still needs to make breakthroughs in supply chain construction, user mindshare shaping, and independent operation capabilities.

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[0] Jinling API Data - Ctrip Group (9961.HK) Company Profile and Financial Data
[1] Jinling API Data - Market Share and Competitive Landscape Analysis
[2] Web Search Results - Competitive Situation, Strategic Layout, and Industry Trend Analysis of Fliggy and Ctrip
[3] Market Research Reports from Institutions such as BOCOM International, QuestMobile, Fastdata
[4] Reports from Financial Media such as Wall Street CN, Huxiu, CBNData