Fliggy

Fliggy (飞猪, literally "flying pig") is the online travel services platform of Alibaba Group, headquartered in Hangzhou, Zhejiang. It operates as a consumer-facing marketplace where airlines, hotels, travel agencies, attractions and destination-service providers sell directly to travelers, supported by Alibaba's payments, cloud and data infrastructure. Its core categories are air tickets, hotel and homestay bookings, packaged tours and holiday products, attraction and event tickets, visa and destination services, and travel-related content and membership programs. The brand began life in 2014 as "Taobao Travel" (淘宝旅行), an outgrowth of Alibaba's Taobao marketplace, and was rebranded as Fliggy in 2016 to give the travel business a distinct consumer identity. Since then Fliggy has positioned itself as a platform for younger, experience-seeking independent travelers, emphasizing mobile-first booking, content-driven discovery, live-streaming commerce and merchant-operated storefronts rather than a purely inventory-owning model. It sits alongside Alibaba's broader commerce and local-services ecosystem, and competes in China's online travel market with Ctrip/Trip.com, Tongcheng and Meituan, as well as with airlines' and hotels' own direct channels. Fliggy's business model is marketplace-based: it earns commissions and service fees from merchants and provides marketing, data and technology tools to travel suppliers. The platform has expanded into cross-border and outbound travel, hotel loyalty tie-ins, and travel content and live-streaming sales, particularly around major shopping festivals. It is a subsidiary business unit within Alibaba Group rather than a separately listed company, and its fortunes are closely tied to Chinese domestic and outbound travel demand and to Alibaba's overall consumer strategy.

Fliggy's origins lie in Alibaba's effort to build travel commerce on top of its Taobao marketplace. In 2014 Alibaba consolidated its travel-related operations under the "Taobao Travel" (淘宝旅行) brand, offering flight, hotel and packaged-tour bookings to Taobao users. In 2016 the business was rebranded as "Fliggy" (飞猪), giving the travel unit a standalone consumer identity and a more playful, youth-oriented positioning distinct from the parent marketplace. Under the Fliggy brand the platform shifted toward a marketplace model in which travel suppliers — airlines, hotels, agencies and attractions — operate their own storefronts and use Fliggy's marketing, data and payment tools, rather than Fliggy owning most inventory itself. This aligned the travel business with Alibaba's broader platform philosophy and with its payments and cloud infrastructure. Through the late 2010s Fliggy invested in mobile-first booking, content and community features, and membership programs, and it became a significant channel for outbound and cross-border travel by Chinese consumers. During the COVID-19 pandemic, when cross-border travel was severely restricted, the platform and its merchants leaned heavily on domestic travel, hotel packages and live-streaming sales to sustain demand, a pattern common across China's online travel industry. As Chinese travel demand recovered, Fliggy continued to operate as one of Alibaba's consumer-facing vertical platforms, competing with Ctrip/Trip.com, Tongcheng and Meituan. It remains a business unit within Alibaba Group rather than a separately listed entity, and its strategy continues to emphasize merchant storefronts, content-led discovery and integration with Alibaba's wider commerce and local-services ecosystem.

• 2020

  During pandemic travel restrictions, Fliggy and its merchants emphasize domestic travel, hotel packages and live-streaming sales.

• 2016

  The travel business is rebranded as Fliggy (飞猪), giving it a standalone consumer identity.

• 2014

  Alibaba consolidates its travel business under the Taobao Travel (淘宝旅行) brand.

A marketplace-style online travel platform for younger, experience-driven independent travelers, backed by Alibaba's commerce ecosystem.

• Flight booking

• Hotel and homestay booking

• Packaged tours and holiday products

• Attraction and event tickets

• Visa and destination services

• Travel live-streaming commerce

• 2022

  Fliggy responds to customer report of driver harassment

  After a customer reported being harassed during a ride-hailing airport transfer booked through Fliggy, Fliggy said it apologized, penalized the merchant by removing it from the platform, and began investigating contact-number validity and improving safety-response processes. The merchant said it had terminated its contract with the driver involved.

  Source

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• 2026.08.11

  Reported2026.08.11

  Fliggy launches Agentic AI travel assistant 'Fliggy Bangbang'[3]飞猪推出Agentic AI旅行助手「飞猪帮帮」finance.sina.com.cn

  Alibaba's Fliggy announced the launch of 'Fliggy Bangbang', a new Agentic AI travel assistant built on Alibaba's Qwen model and trained with Fliggy's real-time transaction system and travel-specific data. The service is already open, and can handle multi-step travel tasks such as booking and changing itineraries.

• 2022.02.22

  Reported2022.02.22

  Fliggy responds to customer report of driver harassment[2]Fliggy responds to customer report of driver harassmentfinance.sina.com.cn

  After a customer reported being harassed during a ride-hailing airport transfer booked through Fliggy, Fliggy said it apologized, penalized the merchant by removing it from the platform, and began investigating contact-number validity and improving safety-response processes. The merchant said it had terminated its contract with the driver involved.

• Unconfirmed

  Feizhu launches hotel price guarantee service[4]飞猪推出酒店买贵必赔服务chinaz.com

  Feizhu introduced a hotel booking service promising eligible Feizhu members double the price difference if they find a lower price on specified platforms under the same conditions within three hours of booking.

• 2020.07.15

  Reported2020.07.15

  Fliggy launches 66-yuan flight promotion[5]飞猪推出66元机票优惠活动tech.sina.com.cn

  Fliggy announced its limited-quantity “任性飞” promotion: eligible domestic tickets priced at 500 yuan or less could be reduced to 66 yuan, with higher-priced flights available for an additional payment. The first promotion ran from July 15 to July 31, 2020.

Read more

1. 1Fliggy official websitefliggy.com
2. 2Fliggy responds to customer report of driver harassmentfinance.sina.com.cn
3. 3飞猪推出Agentic AI旅行助手「飞猪帮帮」finance.sina.com.cn
4. 4飞猪推出酒店买贵必赔服务chinaz.com
5. 5飞猪推出66元机票优惠活动tech.sina.com.cn
6. 6飞猪推出酒店“买贵必赔”服务，首期覆盖200多座城市近7000家酒店finance.jrj.com.cn