Rising Interest in Health & Wellness
Healthcare awareness is increasing, with more users prioritizing medical care, wellness, and informed consumption.
OTA platforms are the main platforms for outbound travel users to book, fulfill, and obtain information, while short video and graphic platforms serve as important channels for gaining inspiration for outbound travel.
Ctrip holds nearly half of the market, leading the outbound travel market, while Fliggy Travel has quickly risen, capturing nearly 30% of the market, ranking second.
Ctrip’s strong competitiveness in flight and hotel services has helped it dominate the outbound group tour market. Outbound group tours involve travel agencies organizing and planning trips for groups, where participants follow set itineraries and pay for the entire trip as a package, often benefiting from group discounts. This travel style typically includes round-trip transportation.
Fliggy actively embraces the rising demand for independent travel driven by a younger user base, ranking first in the outbound independent travel market.
Ctrip leverages a vast user base and robust distribution and supply chain capabilities in flights and hotels to establish its core competitiveness in outbound tourism. The company has consistently invested in and acquired assets within the travel ecosystem, further strengthening its position in the market.
The OTA Platform Outbound Tourism Business Competitiveness Assessment Matrix evaluates seven modules—visa, traffic costs, transportation, accommodation, dining, local transport, and entertainment—across five dimensions, scoring a maximum of 50 points per module and 350 points total. Higher scores indicate stronger competitiveness.
Fliggy, backed by Alibaba, enhances traffic from Taobao, improving user acquisition and marketing synergy while strengthening its fulfillment capabilities in the outbound tourism market.
Alibaba and Ant Group have a massive user base, covering nearly all online consumers.
Fliggy’s outbound tourism business has been steadily gaining momentum, securing the top position in multiple segments of the outbound travel market.
Leveraging the WeChat ecosystem, Tongcheng Travel is focusing on the transportation and accommodation sectors, demonstrating significant competitive advantages that highly overlap with Ctrip’s areas of strength.
Meituan’s outbound tourism business is in the early stages and is actively expanding its overseas hotel, dining, and ticketing services.
Competitive Landscape: Ctrip has strong competitiveness in the transportation and hotel sectors, while Fliggy has clear advantages in visas, SIM cards, local transportation, and entertainment. Meituan is leading in the dining sector.
Competitive Landscape: The Chinese outbound tourism market exhibits a “2+2” competitive structure, with Ctrip and Fliggy firmly in the leading tier, while Tongcheng Travel and Meituan continue to strengthen their positions in their respective advantageous sectors.
Ctrip leads the outbound tourism market with strong brand recognition in transport and hotels. Fliggy, popular with younger travelers, excels in visas, communication services, and local experiences. Tongcheng Travel leverages the WeChat ecosystem and Ctrip collaboration, showing strength in transport and hotels with growth in vacations. Meituan is expanding in outbound tourism, focusing on hotels, ticketing, and leading dining.
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Healthcare awareness is increasing, with more users prioritizing medical care, wellness, and informed consumption.
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