TMTPOST -- This year’s unprecedented eight-day “Super Golden Week” has seen a surge in both tourism and local lifestyle consumption in China, with major online travel platforms reporting an uptick in demand.
As of now, the number of travelers has already surpassed last year’s figures, reflecting a continued boom in both domestic and international tourism. According to Meituan Travel, the travel peak is expected to last from September 27th to October 12th, while Ctrip’s “2025 National Day Travel Trend Forecast Report” reveals that inter-provincial travel orders have increased by 45% compared to last year.
However, behind this surge in travel activity, China’s major platforms are quietly shifting their strategic focus towards something even more transformative: artificial intelligence (AI).
Ctrip is leveraging AI to enhance its multilingual customer service system, enabling hotel partners to attract more inbound tourists. Meituan has launched an AI tool named “Jibai” to help hotels improve operational efficiency and reduce costs. JD.com is taking a more integrated approach, rolling out its “AI + Robot + Eat + Stay” model that combines hotel stays with dining scenarios. Meanwhile, Fliggy (owned by Alibaba) has partnered with Amap’s travel assistant “Teacher Xiao Gao” to offer users precise recommendations across food, hotels, and attractions.
These developments reflect the broader trend of AI’s integration into the travel consumption market. Platforms are no longer relying solely on traffic and subsidies to drive growth; instead, they are embedding AI technology across the entire consumer journey—from booking and service delivery to offline experiences. The key question now is whether AI can deliver new growth momentum and reshape the “7+2+1” structure of China’s online travel market.
The Evolution of China’s OTA Market: From Traffic Dividends to AI Empowerment
The story of China’s online travel market is one of continuous technological evolution. It has transitioned from a traffic-based, resource-monopoly-driven model to one that increasingly leverages AI for improved efficiency. This shift has unfolded in three key phases.
The first major transformation took place around 2010, when platforms like Ctrip, eLong, and Qunar dominated with a “call center + offline sales” model. These companies controlled the supply chain, standardizing resources like flights and hotels and building a closed-loop business model that relied on commissions. The key to their competitiveness was control over the supply chain, as “resources were barriers.” However, these platforms faced limitations in their reliance on offline resources and were vulnerable to new players entering the market.
The second transformation occurred between 2014 and 2018 when mobile internet took over as the primary battleground. Platforms such as Meituan entered the market by leveraging local lifestyle traffic, while Fliggy, Alibaba’s travel arm, targeted young users and international business travelers. During this period, the industry began to shift from a reliance on resource control to “ecosystem synergy,” where travel services were embedded into a broader range of consumption scenarios, such as local lifestyle services. This shift led to the formation of the current “7+2+1” market structure, where the market is split between Ctrip, Meituan, Fliggy, and a small number of other players.
The third major leap, now underway, is driven by the integration of AI technology into every aspect of the travel experience. Platforms such as Meituan, Ctrip, and Fliggy are using AI to enhance everything from search and recommendations to platform governance and customer service. For example, Meituan has launched its AI-powered search assistant “Xiaotuan,” which helps users find and compare stores based on complex needs. Similarly, Ctrip has used AI to improve platform governance, such as detecting and managing malicious reviews.
New players are also entering the market with AI-driven solutions. Gaode, under Alibaba, has launched its “Street Ranking” feature, which uses AI to connect food, hotels, and attractions through authentic recommendations based on actual user behavior. JD.com is integrating its supply chain with AI and robotics technology to offer more integrated travel services.
The application of AI is rapidly expanding from consumer-facing services to the B2B side, where AI is beginning to reshape the very structure of the industry. This deep integration of AI into platforms and the supply chain reveals a fundamental shift in the industry’s value logic: from exploiting information asymmetry to focusing on reducing costs and increasing efficiency across the value chain.
AI’s Role in Reshaping the Tourism and Cultural Consumption Market
With the National Day Golden Week in full swing, the power of AI in reshaping the tourism market is evident. According to Tuniu’s 2025 National Day Travel Trend Forecast, travelers are no longer driven solely by price. Emotional value, time efficiency, and cost-effectiveness have become the three key factors influencing decision-making. This is reflected in Tuniu’s data, as searches for “least crowded places during Golden Week” have surged by 200% compared to the previous year, highlighting a growing desire for unique, high-quality travel experiences.
As AI continues to evolve, it’s not just about convenience or cost; it’s about enhancing the quality of the experience. Meituan’s AI assistant, “Xiaotuan,” helps users find time-saving and cost-effective leisure options, while Fliggy’s “Ask Me” feature leverages multimodal technology to provide immersive, AI-powered travel companion experiences. For example, when explaining cultural artifacts like the Houmuwu Ding, Fliggy’s AI not only shares historical information but also engages users with the story of how villagers protected this national treasure during World War II. This enhanced customer experience is changing how people travel, making AI a central component of the modern tourism market.
AI is also reshaping the operational side of the business. For instance, Trip.com has reduced response times for overseas guest inquiries by using its multilingual AI customer service system, while Tongcheng Travel’s AI solutions are helping small hotels improve their operations through intelligent room management and energy optimization.
AI is becoming the new infrastructure for travel consumption. It’s no longer just a tool for providing services but is increasingly embedded in the business operations of both platforms and merchants. As a result, the focus of competition is shifting from user acquisition to the ability of AI to increase efficiency, reduce costs, and improve overall user satisfaction.
The Ultimate Battle: AI’s Depth and Ecosystem Integration
As the competition between major platforms heats up, the depth of AI application will become a defining factor in success. Today, platforms are evolving from offering precise recommendations to providing predictive services that anticipate user needs before they arise.
For example, Meituan’s AI-native assistant “Xiaomei” not only helps users choose restaurants but also enables direct reservations and order placements. TMTPost has launched its own AI-powered vacation planning tool that integrates flight and hotel bookings, budget management, and itinerary suggestions—all powered by AI. Amap, another Alibaba platform, uses AI to provide precise recommendations based on user behavior, such as which restaurants or attractions to visit, enhancing the local consumption experience.
For investors, the core metrics for evaluating OTA platforms are evolving. Traditional metrics such as transaction volume (GMV) and user scale are being joined by new factors, such as how effectively AI technology can reduce operating costs, improve merchant retention, and optimize resource allocation.
The future competition will no longer revolve around traffic acquisition but around how well AI can restructure the entire industry value chain, improving both efficiency and user satisfaction. Platforms that can embed AI deeply into their ecosystems and offer predictive services across a wide range of scenarios will gain an edge in this new era of AI-driven competition.
In conclusion, as the tourism industry continues to embrace AI, we are entering a new phase of ecosystem competition where the ability to integrate AI into both consumer-facing and operational services will be the key to long-term success. This shift promises to transform not only how we travel but also how platforms interact with consumers and merchants alike, creating a new competitive landscape for China’s travel market.
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