Why China Fliggy Believes Travel Recovery Begins

China's travel industry is emphasising personalization and technology integration, seeing a surge in outbound travel with visa services surpassing 2019 levels. Chinese travellers show interest in destinations within a four-hour flight range, highlighting the need to scale industry capacity to meet growing demand.

Why China Fliggy Believes Travel Recovery Begins

Chinese Tourists' Preference for Domestic Travel

Chinese tourists are increasingly choosing to explore destinations within their own country for a variety of reasons.

  • Convenience and accessibility: Domestic travel is often more convenient and accessible than international travel, especially in light of the current pandemic restrictions. Chinese tourists can easily travel to domestic destinations by train, bus, or aeroplane, and there is a wide range of accommodation options available to suit all budgets.
  • Affordability: Domestic travel is also generally more affordable than international travel. This is especially important for Chinese tourists who are on a tight budget.
  • Variety of attractions: China has a vast and diverse range of tourist attractions, including stunning natural scenery, ancient historical sites, and bustling modern cities. This means that there is something for everyone to enjoy, regardless of their interests.

Travel Trends Evidenced during Golden Week

China's recent Golden Week travel period has unveiled several notable travel trends, as highlighted by Chu:

  • Emergence of Independent Travel

    Young travellers increasingly favour independent exploration over traditional group tours. Popular destinations like the Maldives, Luxembourg, French Polynesia, Argentina, Egypt, and Kenya have witnessed significant growth in transaction volumes.

  • Attraction to Long-Haul Destinations

    Chinese tourists are showing interest in long-haul destinations, including Australia, New Zealand, the United Arab Emirates, Turkey, Iceland, and Egypt.

  • Emphasis on Quality Travel

    Travellers are in search of personalised and emotionally resonant experiences, whether it involves surfing, skiing, fine dining, or exploring local handicrafts. Fliggy's platform saw a surge in bookings for four- and five-star hotels during Golden Week, increasing by over 50% compared to 2019.

  • Influence of Major Events like the Asian Games

    Events like the Asian Games are acting as travel stimulants, drawing a substantial number of young travellers to specific locations.

Prioritising Travel Quality

This article discusses how Chinese travellers are prioritising the quality of their travel experiences over the quantity of destinations visited. This shift is driven by a number of factors, including:

  • A growing willingness to spend more on travel. As the Chinese economy continues to grow, more and more people are willing to allocate a significant portion of their budgets to travel.
  • A desire for more personalised and immersive experiences. Younger Chinese travellers are particularly interested in exploring new cultures and having authentic experiences.
  • The rise of online travel platforms. Online travel platforms have made it easier for Chinese travellers to research and book customised trips.

Here are a few examples of how travel providers can cater to the needs of Chinese travellers who are prioritising quality over quantity:

  • Offer customised travel packages. Travel providers can work with travellers to create custom itineraries that meet their specific interests and budget.
  • Focus on local experiences. Travel providers can offer tours and activities that give travellers a deeper understanding of the local culture.
  • Partner with local businesses. Travel providers can partner with local businesses, such as restaurants and hotels, to offer travellers authentic experiences.
  • Travel providers can invest in technology to make it easier for travellers to book and manage their trips.

Elevating Digital Travel Experiences

Fliggy is using AI to automate many of its customer service tasks. This frees up staff to focus on more complex tasks, such as developing new products and services and providing personalised customer support.

For example, Fliggy uses AI to answer customer questions about flights, hotels, and other travel products. AI can also be used to resolve customer issues, such as flight cancellations and lost baggage.

Fliggy is also expanding its service offerings for merchants. In addition to providing a platform for merchants to sell their products and services, Fliggy is now offering online consultations and training courses. This helps merchants to improve their online presence and reach more customers.

Fliggy recognizes that many travel businesses operate offline and may not have the expertise to manage an online storefront. To address this need, Fliggy has established a specialised team to help suppliers with their marketing and sales functions. This allows suppliers to focus on fulfilling orders, while Fliggy takes care of the rest.


What is Fliggy, and why is its perspective on travel recovery important?

Fliggy is Alibaba's online travel platform, a prominent player in the Chinese travel industry. Its perspective is crucial as it reflects a major market's outlook on travel recovery, which can have global implications.

What does Fliggy mean by "travel recovery"?

Travel recovery refers to the revival and growth of the travel industry after facing challenges such as the COVID-19 pandemic. It involves the return of traveller confidence and increased travel activities.

What are the reasons behind Fliggy's belief that travel recovery is just beginning?

Fliggy likely sees potential for growth due to increased vaccination rates, easing travel restrictions, and pent-up demand, all contributing to a positive outlook for the travel industry.

How does China's domestic travel market impact the global travel recovery?

China's domestic travel market is a significant contributor to the global travel industry. Its recovery can influence international tourism and the overall rebound of the travel sector.

Are there specific trends or factors that Fliggy is observing to support its perspective?

Fliggy may be observing trends such as a surge in domestic travel bookings, increased travel-related searches, and positive feedback from travellers as indicators of the ongoing recovery.

What role does technology play in Fliggy's approach to travel recovery?

Technology is likely instrumental in enhancing traveller experiences, streamlining bookings, and ensuring safety during travel, all of which contribute to the recovery of the travel industry.

How can travellers and businesses adapt to this evolving travel landscape?

Travellers can adapt by staying informed about travel regulations, using technology for contactless experiences, and having flexible travel plans. Businesses should prioritise safety and offer flexible booking options.

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