暑期文旅消费乱象频出，酒店、航司以直订渠道促价格透明

Core Insights - The tourism market is experiencing a peak during the summer, but consumer issues such as price discrepancies and concerns over data-driven pricing strategies are affecting the overall experience [1] - Companies in the travel and hospitality sector are implementing measures to restore trust in direct booking channels, addressing consumer pain points [2][4] Hotel Booking Innovations - The "Price Guarantee" feature introduced by Huazhu Group allows consumers to receive refunds if prices drop after booking or compensation if they find lower prices on other platforms [2][3] - Huazhu's loyalty program, "Huazhu Club," offers additional benefits such as double or triple points for members who find lower prices elsewhere, enhancing the value proposition for frequent travelers [2][3] - Other companies, like Jinjiang International, are also adopting similar price guarantee policies to ensure competitive pricing for direct bookings [3] Market Challenges - The hotel industry faces challenges from third-party platforms that engage in aggressive price competition, leading to reduced profit margins and brand value [4] - The "Price Guarantee" mechanism aims to create a transparent pricing environment, reducing consumer anxiety over price discrepancies and fostering trust in direct booking channels [4] Airline Direct Sales Initiatives - The launch of the "Civil Aviation Official Direct Sales Platform" by Hanglv Zongheng addresses issues in the airline ticket purchasing process, ensuring price transparency and eliminating bundled sales [5][6] - Major airlines, including Air China, China Eastern, and China Southern, have endorsed this platform, promoting it as a legitimate direct sales channel [6] - The Civil Aviation Administration of China is also taking steps to address the over-reliance on third-party sales channels, aiming to increase the direct sales ratio among airlines [6]