一年一度的双11，忙着在直播间上链接的，除了电商商家，还有酒店从业者们。 一方面，过去一年酒店供给大幅增加，行业存量竞争加剧，直播间成为争抢用户的新战场。数据显示， 仅2024年，华住集团、锦江酒店、首旅酒店以及亚朵集团，就分别新开了2443家、1515家、1353家和 471家酒店。 另一方面，用户需求正在发生变化，酒店从商务、旅游住宿需求，转变为年轻人"逃离日常"的目的地， 成为一门情绪价值生意。社交网络上流行的不再是特种兵式打卡旅游，职场人通过"本地微度假"寻 求"去班味"，家庭群体如何省心的"躺平式遛娃"，更能引起共鸣。 酒店正成为"情绪充电站"，让用户买单的不再是标准化的设施、千篇一律的机器人设备，而是更具特色 体验的内容。 如今，短视频和直播间正在放大酒店背后的"情绪价值"。短视频平台上，在酒店推窗见到长白山斑斓秋 色、洱海绝美日落的治愈瞬间，成为游客新的打卡标配。亚特兰蒂斯酒店因为入住可以免费参观海洋馆 等一系列话题走红，大部分时间里，其直播间里没有主播，镜头只对准了位于酒店大厅的海洋馆。 酒店集体涌入直播间背后，是2025年酒店从业者最着急的事情，变成了如何精准捕捉到用户需求。 酒店集体涌入直 ...

酒旅市场热闹起来了。 作者 I 金洋 酒旅市场，从来没这么热闹过。 一个9月，三个巨头集体"进场"： 京东打出"0佣金"招牌，抖音祭出"扫码免佣"，阿里则用高德地图悄悄布了个"扫街榜"。 三家从不同赛道杀入，却目标一致——撕开酒旅行业最后的蛋糕。 过去，这里是携程、美团、同程的天下。 如今，大厂的脚步声，已经在这片万亿市场里震响。 抖音先动手，直播间成了"酒店前台" 第一个出手的，是抖音。 9月25日，抖音官宣推出"心动榜酒店"，一个全新的榜单系统，让酒店也能像短视频一样被"点赞"。 来源：电商天下 不看评分、不看广告，只看真实用户的点赞、转发、收藏。 首期榜单覆盖全国39个城市，443家酒店上榜，从"无价窗景"到"亲子友好"，再到"自然疗愈""品质商旅"，六大标签几乎囊括了所有旅行人 群。 但抖音真正的武器，不是榜单，而是内容。 去年暑期，一个"非洲旅游直播间"火了：主播穿黑丝cos非洲人，身边是一只总犯困的金毛"狮子"。直播里介绍肯尼亚、坦桑尼亚旅行团，讲 火烈鸟、讲花少同款酒店，笑点频出。 结果，这个奇葩直播间播放量暴涨260倍，一晚就卖出上百单"非洲团"。 抖音发现了新大陆——原来，酒店可以靠"整活" ...

Core Viewpoint - The travel and accommodation market is experiencing intense competition, with major players like Ctrip facing challenges from both established competitors and new entrants, leading to a potential shift in market dynamics [21][29]. Group 1: Ctrip's Historical Performance - Ctrip has maintained a leading position in the OTA market for a long time, with revenue increasing from 334 million yuan in its early years to 33.205 billion yuan in 2019, and net profit reaching 6.998 billion yuan [2]. - After a significant decline in revenue during 2020-2021 due to external factors, Ctrip began to recover in 2022 as the domestic tourism market rebounded [4]. Group 2: Market Dynamics and Competition - The domestic tourism market is projected to see 5.62 billion trips in 2024, a year-on-year increase of 14.8%, with total spending expected to reach approximately 5.8 trillion yuan, up 17.1% [5]. - The competitive landscape is intensifying, with traditional OTAs, internet giants, and self-operated businesses vying for market share, leading to a "price war" scenario [7][19]. - New entrants like Meituan, JD, and Douyin are making significant moves into the travel market, leveraging their existing platforms and user bases to capture market share [15][17][19]. Group 3: Shifts in Consumer Behavior - There is a noticeable shift in consumer preferences towards personalized and experiential travel, moving away from standardized group tours to more unique and culturally immersive experiences [22][23]. - The rise of local tourism and the increasing interest in smaller cities and unique destinations are creating new opportunities and challenges for traditional OTAs [22][24]. Group 4: Ctrip's Strategic Responses - Ctrip is exploring overseas markets for growth while facing competition from international players like Booking and Expedia [28]. - The company is also attempting to enhance its content ecosystem by integrating community features and user-generated content to increase user engagement [28].

Group 1: Consumer Market Trends - The total retail sales of consumer goods reached 24,545.8 billion yuan in the first half of the year, with a year-on-year growth of 5.0%, accelerating by 0.4 percentage points compared to the first quarter [1] - Sales of basic living goods and certain upgraded consumer goods showed strong growth, with retail sales of home appliances and audio-visual equipment, cultural and office supplies, communication equipment, and furniture increasing by 30.7%, 25.4%, 24.1%, and 22.9% respectively [1] - The rapid growth of upgraded consumer goods reflects consumers' pursuit of quality of life and increased purchasing power, supported by the "old-for-new" policy [1] Group 2: Local Life Services - Douyin announced a significant platform subsidy to support chain brand hotels through live streaming and promotional activities, with discounts starting at 60% for hotel bookings [2] - This subsidy strategy is expected to enhance Douyin's market share in the local life service sector, particularly in hotel reservations, by offering competitive prices and services [2] Group 3: Strategic Collaborations - JD Technology signed a strategic cooperation agreement with Whale Robot Technology to promote the "AI + education robot" industry through product and technology collaboration [3] - The partnership aims to leverage both companies' strengths to enhance product competitiveness and accelerate the development of the education robot market [3] - Didi announced a strategic cooperation with Haidilao, enabling mutual membership benefits and exploring new value-added services in the "transportation + dining" scenario [4] - The membership integration is expected to enhance market competitiveness and user engagement for both Didi and Haidilao [4]

Group 1 - Douyin Life Services announced a substantial investment of hundreds of millions in subsidies to boost hotel bookings during the summer season, offering discounts starting from 60% and various promotional packages [1] - The platform is collaborating with major hotel groups such as Huazhu Group, Hyatt Group, and Jinjiang Hotels to provide exclusive offers, including new customer discounts and free breakfast [1] - The initiative aims to enhance user experience and meet diverse travel needs during the peak summer travel period, with live streaming events showcasing hotel facilities and services [1] Group 2 - Douyin is focusing on popular commercial areas, high-speed rail stations, airports, hospitals, and scenic spots to cater to the diverse accommodation needs of consumers, introducing special pricing events and last-minute booking options [2] - According to predictions from Jiangyin International, Douyin's local life service sector is expected to reach a scale of 250 billion yuan in 2023, with hotel and travel GMV projected to hit 60 billion yuan, representing nearly a quarter of Meituan's market share [2] - By 2024, Douyin's hotel and travel GMV is anticipated to grow to 90 billion yuan, further narrowing the gap with Meituan to approximately 28% [2]