同程旅行（00780）：下沉市场OTA龙头，用户价值提升驱动增长

Investment Rating - The report initiates coverage with a "Buy" rating for the company [3][6]. Core Viewpoints - The company is positioned as a leading OTA in the lower-tier market, benefiting from the release of pent-up demand and the enhancement of user value, which drives growth [3][11]. - The online travel market is characterized by strong certainty, with a stable competitive landscape allowing major players to release profits comfortably [2][11]. - The company has shown significant revenue growth, with a projected increase in revenue and net profit over the next few years, driven by the release of demand in the lower-tier market and refined operations [3][11]. Summary by Relevant Sections Company Overview - The company, Tongcheng Travel, was formed by the merger of Tongcheng Network and Elong in 2018, leveraging strengths in transportation ticketing and hotel bookings [1][14]. - It has over 250 million annual paying users, primarily in the lower-tier market, and has seen a significant recovery in performance post-pandemic [1][15]. Market Analysis - The domestic tourism market has rebounded, with tourist numbers and revenue recovering to 109% and 111% of 2019 levels, respectively, indicating a strong recovery trajectory [2][38]. - The OTA market is dominated by a few key players, with Ctrip holding over 50% market share and Tongcheng around 15%, suggesting a stable competitive environment [2][11]. Financial Performance - For the first three quarters of 2025, the company reported revenues of 145.6 billion RMB, a year-on-year increase of 11%, with net profit rising by 41% to 22.9 billion RMB [1][24]. - The adjusted profit margin improved from 16.2% in Q1-Q3 2024 to 18.0% in the same period of 2025, reflecting operational efficiency [1][24]. Growth Drivers - The company is focusing on the lower-tier market, where there is significant potential for growth and increased online penetration in travel services [3][11]. - It is expanding its app and multi-channel traffic strategies, leading to a rise in average revenue per user and overall user engagement [3][11]. Financial Projections - Revenue projections for 2025-2027 are 193.0 billion RMB, 220.6 billion RMB, and 251.2 billion RMB, respectively, with net profits expected to reach 28.5 billion RMB, 33.4 billion RMB, and 39.0 billion RMB [3][5].