Alibaba Group Holding Ltd.

Platform sees exceptional scale of promotion and daily transactions 

Merchant growth accelerates through Alibaba's comprehensive consumption ecosystem

HANGZHOU, China, Nov. 18, 2025 /PRNewswire/ -- Fliggy, a leading online travel platform and wholly-owned subsidiary of Alibaba Group (NYSE: BABA and HKEX: 9988), delivered stellar performance during this year's Double 11 Global Travel Festival. Driven by Alibaba's comprehensive consumption ecosystem, Fliggy's overall gross merchandise value (GMV) for fulfilled travel transactions surged by 30% year-on-year as of midnight on November 14.

"The strong results of Double 11 create mutual value: consumers enjoy exceptional prices while merchants see sustainable growth," said Zhuoran Zhuang, CEO of Fliggy. "This success reflects the need for a sophisticated platform that efficiently connects premium supply with evolving demand."

Stronger demand fuels platform growth

User engagement and spending power during this year's event continued to rise, with the number of participating users increasing by over 20% year-on-year. 88VIP members – Alibaba's premium paid membership program – grew by approximately 30%, contributing more than 70% of top merchants' sales.

Consumers placed over six million promotional products, which included nearly one million flight passes, nearly three million hotel packages, and over two million attraction tickets and leisure packages, signifying substantial growth across all categories. GMV for promotional items already redeemed or utilized grew over 30% year-on-year by the end of the promotional period, indicating heightened consumer confidence and purchase intent.

A flourishing ecosystem enhances merchant success

Both established brands and niche category leaders thrived during this year's event. The total number of merchants generating over RMB10 million in GMV grew by approximately 30% year-on-year, with the number of travel agencies in this category surging by an impressive 160%. Small and medium-sized merchants participating in Double 11 for the first time also demonstrated notable growth, with several exceeding RMB1 million in sales.

Major brands – including China Southern Airlines, All Nippon Airways (ANA), Japan Airlines (JAL), Marriott International, Hilton Hotels & Resorts, New Century Tourism Group, Wanda Hotels & Resorts, Chimelong Tourist Resort, Shanghai Disney Resort, Hong Kong Disneyland Resort, and Shapotou Tourist Resort – all surpassed RMB100 million in GMV for promotional items, with the highest nearing RMB1 billion.

The expansion of content-driven marketing channels significantly amplified visibility for merchants, as GMV for promotional items from the platform's official livestream matrix increased by nearly 70% year-on-year, with the number of promotional products exceeding RMB10 million doubling compared to last year.

Innovative travel experiences reshape consumer choices

Fliggy's "Buy Now, Plan Later" model continued to gain traction among consumers seeking experiential luxury. Outbound travel promotional products accounted for nearly half of total orders, reflecting sustained appetite for international experiences. Inbound tourism products – newly introduced during this Double 11 – posted remarkable results, with GMV for promotional products surging by more than fivefold compared to peak travel seasons earlier this year. This underscores China's growing allure for international travelers amid evolving visa policies and enhanced destination marketing.

Fliggy's Double 11 serves as a barometer for emerging travel trends. This year, Northern Lights enthusiasts flocked to Murmansk, Russia – a more accessible and cost-effective alternative to traditional Scandinavian routes – generating over RMB2 million in GMV for promotional items. Meanwhile, New Zealand's glacier tours, featuring helicopter sightseeing and ski plane experiences, exceeded RMB60 million in GMV for promotional items. International cruises, providing all-inclusive and culturally immersive journeys, showcased a single promotional item that generated nearly RMB70 million in sales.

"Our capabilities are tested in the market every Double 11," Zhuang added. "We will continue to lean into Alibaba's ecosystem and technology to provide consumers with simplified experiences and a wider array of choices, while empowering quality merchants and newcomers alike."

About Fliggy

Fliggy is a wholly-owned subsidiary of Alibaba Group (NYSE: BABA and HKEX: 9988 (HKD Counter) and 89988 (RMB Counter)), and is one of the leading online travel platforms in China. Fliggy places a strong emphasis on innovation in its products and services, catering to the increasingly personalized and diversified needs of consumers in both China and overseas markets.

Leveraging Fliggy's advantage as part of the Alibaba ecosystem, merchants can benefit from the vast user base within the Group. Fliggy also collaborates with partners through a full-service management format, helping more merchants, especially small and medium-sized ones, easily and efficiently share opportunities enabled by digitalization.

Fliggy's long-term strategy is to promote the digital transformation of the tourism industry, using an open platform and mechanisms to help the industry make better use of digital business infrastructure for their operations.

View original content to download multimedia:https://www.prnewswire.com/apac/news-releases/fliggy-achieves-record-30-overall-gmv-growth-with-over-six-million-items-sold-during-double-11-302617951.html

SOURCE Fliggy

Average order value for holiday activities grew 14.6% year-on-year

HANGZHOU, China, Oct. 9, 2025 /PRNewswire/ -- Fliggy, a leading online travel services platform and a wholly-owned subsidiary of Alibaba Group (NYSE: BABA and HKEX: 9988), has unveiled insights into travel trends during the recent National Day and Mid-Autumn Festival holidays, highlighting sustained demand for richer experiences and far-flung destinations as well as growing enthusiasm for travel among college students. Data reveals 14.6% year-on-year (YoY) growth in the average order value for holiday activities, with Gen Z travelers leading the way in bookings.

This year's holiday period saw a notable trend towards multi-destination travel, with per capita bookings for transportation services – such as flights and car rentals – rising 5% YoY. Per capita bookings for hotels, packaged tours, and tickets also increased 4.6% YoY as travelers explored over 180 countries and regions, marking a significant upswing from last year.

Fliggy's AI travel assistant, AskMe, which launched in April, has quickly become a favorite among users. During the holiday period, its average daily user count surged over fivefold from its summer peak. Notably, on October 3^rd, the AI audio guide feature – which offers professional on-the-go narratives via user photos of exhibits, scenic spots, and iconic landmarks – achieved its highest usage to date.

Gen Z and college students at the forefront

Fliggy's data indicates that travelers born between 1995 and 1999, commonly known as post-95s or Gen Z, emerged as the dominant demographic this season, accounting for nearly a quarter of all bookings. Additionally, the post-05s – those born after 2005 – began traveling independently, with their bookings surging 61% YoY, the fastest growth among all demographics.

College students are shifting away from a more budget-focused, special forces-style travel, which typically features intensive itineraries limited to nearby cities. Instead, they are increasingly setting their sights on further flung destinations that promise richer experiences. Fliggy's data reveals a notable 63% YoY increase in flight bookings among college students, with international journeys seeing an impressive spike of 110%. This enthusiasm contributed to a 31% rise in the average booking value compared to last year.

Emerging hotspots for travelers

Top domestic destinations included Shanghai, Beijing, Hangzhou, Guangzhou, Chengdu, Shenzhen, Chongqing, Nanjing, Wuhan, and Xi'an. Interestingly, third- and lower-tier cities in China are seeing robust growth in bookings as travelers seek a variety of experiences.

During this holiday period, new travel hotspots have made their mark. For example, Jingdezhen (Jiangxi) saw a 60% YoY increase in booking volume, while events such as the music festival in Luzhou (Sichuan) resulted in a 45% YoY rise in bookings. Long-distance travel destinations known for breathtaking scenery and tranquility – such as Zhaosu (Xinjiang), Tunchang (Hainan), Yichun (Heilongjiang), Bortala (Xinjiang), and Fushun (Liaoning) – also saw booking volumes more than double YoY.

For outbound travel, popular destinations included Japan, Hong Kong (SAR), Thailand, South Korea, Malaysia, Vietnam, France, Australia, the United States, and Indonesia. Bookings across many small- and mid-sized cities in East Asia, Southeast Asia, Australia, New Zealand, and Europe doubled, reflecting travelers' shifting preferences from traditional tourist spots to more niche locations.

The rise of experiential travel

The way people enjoy long holidays is evolving. Thanks to China's policy exempting small passenger cars from highway tolls, the number of self-driving travelers surged. Fliggy reported a striking 60% YoY increase in rental car orders during this holiday season. A notable trend is vacationers renting cars upon arrival by plane or high-speed train, making car rental outlets near airports and train stations the go-to spots for pick-up and drop-off.

This shift in travel habits is accompanied by an expanding array of leisure activities. Bookings for domestic experiences – such as show tickets, guided tours, folk culture encounters, specialty dining, and travel photography – skyrocketed by 78% YoY. For outbound destinations, bookings for adventurous activities such as diving, sea fishing, skydiving, and skiing also grew by nearly 30% YoY.

About Fliggy

Fliggy is a wholly-owned subsidiary of Alibaba Group (NYSE: BABA and HKEX: 9988 (HKD Counter) and 89988 (RMB Counter)), and is one of the leading online travel platforms in China. Fliggy places a strong emphasis on innovation in its products and services, catering to the increasingly personalized and diversified needs of consumers in both China and overseas markets.

Leveraging Fliggy's advantage as part of the Alibaba ecosystem, merchants can benefit from the vast user base within the Group. Fliggy also collaborates with partners through a full-service management format, helping more merchants, especially small and medium-sized ones, easily and efficiently share opportunities enabled by digitalization.

Fliggy's long-term strategy is to promote the digital transformation of the tourism industry, using an open platform and mechanisms to help the industry make better use of digital business infrastructure for their operations.

View original content to download multimedia:https://www.prnewswire.com/apac/news-releases/fliggy-reports-surge-in-booking-among-college-students-during-2025-national-day-holiday-as-gen-z-travelers-dominate-302579254.html

SOURCE Fliggy