春节假期刚过，携程迎来其2025年第四季度及全年未经审计财务业绩，财报显示，携程集团2025全年营收624亿元，剔除投资收益净利润134亿元。2025年全 年国际OTA平台总预订同比增长约60%，全年服务入境旅客约2000万人次。 产业结构性破局 中央经济工作会议明确提出，坚持内需主导，建设强大国内市场。扩大内需被列为2026年中国经济工作的八大重点任务之首。政策对服务消费的刺激态度明 确，文旅产业作为服务业重要品类，乘数效应显著，有望成为政府扩大内需的政策方向，文旅产业链上酒店、OTA、景区等有望直接受益。 当前促消费新举措陆续出台，或对下阶段服务消费起到明显拉动作用。2025年9月，商务部等九部门发布《关于扩大服务消费的若干政策措施》，将统筹利 用财政、金融等手段，优化服务供给，激发服务消费新增量。商务部等三部门进一步印发《关于加强商务和金融协同 更大力度提振消费的通知》，提出完 善"1+N"政策措施体系，加大服务消费政策支持力度。 值得注意的是，内需增量在扩大，但市场上依然存在品质不足等问题，从供给端来看，有些产品千篇一律，部分景区依然是门票单一化收入结构、一些地方 导游还出现坐地起价和强制购物等问题。 ...

Core Insights - Ctrip Group reported a net revenue of 62.4 billion yuan and a net profit of 13.4 billion yuan for the year, indicating a shift in strategy from linear growth to value reconstruction across the entire cultural tourism industry [2] - The competitive landscape has evolved from merely sharing market share to collaboratively expanding the market and benefiting a broader range of ecosystem participants [3] Industry Transformation - The online travel industry is transitioning from a focus on simple supply-demand matching to enhancing the quality and efficiency of supply, particularly for small and medium-sized hotels and local attractions [4] - Ctrip's strategy has shifted towards driving value across the entire industry chain, focusing on digital infrastructure in lower-tier markets and empowering small businesses through operational support and advanced technology [4][5] Empowerment of Small Businesses - Ctrip has partnered with over 130 attractions for investment and operational cooperation, implementing smart ticketing systems and dynamic pricing strategies to enhance visitor experiences [5] - The platform is helping local attractions transition from relying solely on ticket sales to creating comprehensive consumer experiences that include dining and accommodation [6][7] Economic Impact - The empowerment initiatives have led to the creation of over 50,000 new jobs, with more than half located in second-tier and lower-tier cities, indicating a positive impact on local economies [11] - The shift towards smaller group travel has resulted in a significant increase in consumer spending, with average spending on small group products rising by 80% [11][12] Technological Advancements - Ctrip is investing heavily in technology, including a self-developed language model that translates product information into 25 languages, facilitating international tourism [14][15] - The platform's technological investments also include a 2.9 billion yuan allocation for service guarantees, enhancing trust and safety for both consumers and small businesses [16] Strategic Shift - The core value of Ctrip is evolving from transaction volume to ecological value, emphasizing the importance of providing substantial services and support to small businesses [18] - The future success of the platform will be measured not just by financial metrics but by its ability to enhance the competitiveness and vitality of small businesses and unlock the economic and cultural value of previously underutilized tourism resources [18]