Core Viewpoint - The article highlights the significant growth and transformation of Fliggy, Alibaba's travel platform, particularly in the context of its integration with Alibaba's broader e-commerce ecosystem, leading to increased user engagement and merchant participation. Group 1: Performance Metrics - Fliggy reported a 600% increase in order volume from the Fliggy platform for a hotel chain during the National Day holiday, with overall service users growing by 30% and GMV increasing by 48% compared to the previous year [2][3]. - The total number of domestic travelers during the National Day holiday reached 888 million, an increase of 123 million or 16.1% year-on-year, with total spending amounting to 809 billion yuan, up 15.4% [2]. Group 2: Strategic Changes - The merger of Fliggy and Ele.me into Alibaba's China e-commerce business group is seen as a strategic upgrade towards becoming a "big consumption platform" [3]. - Fliggy has gained unprecedented traffic support, with a new primary entry point on the Taobao app, significantly enhancing its visibility and user engagement [4]. Group 3: User Experience and Marketing - The integration with Taobao has led to a more consistent product experience, with users now able to see Fliggy orders categorized alongside other purchases, enhancing usability [5]. - Marketing efforts have intensified, with increased user subsidies and targeted promotions for 88VIP members, leading to a notable rise in hotel bookings during the holiday period [7][12]. Group 4: Business Model Innovation - Fliggy is positioning itself as an Online Travel Platform (OTP), emphasizing merchant autonomy in pricing and operations, which addresses previous concerns about dependency on OTAs [10][11]. - The collaboration with Marriott to establish flagship stores on Fliggy represents a shift towards a model that enhances brand loyalty and user retention without acting as a traditional intermediary [11]. Group 5: Market Dynamics - The article notes a shift in merchant sentiment, with increased willingness to collaborate with Fliggy as they observe significant growth in bookings and market share [12]. - The competitive landscape is evolving, with Fliggy focusing on high-value user segments and improving supply chain quality to differentiate itself from traditional OTAs like Ctrip [9][10].