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Fliggy (飞猪) – China’s Premium Travel Platform for Experience-Driven Consumers

Fliggy (飞猪), Alibaba Group’s travel platform, is redefining how Chinese consumers plan and experience travel. With a user base dominated by Gen Z and affluent urban travelers, Fliggy connects hotels, airlines, and lifestyle brands through smart technology, exclusive partnerships, and immersive advertising formats. For marketers, Fliggy offers a unique opportunity to reach high-intent, experience-hungry consumers at every stage of their journey.

In China’s booming travel market, Fliggy stands out as a premium travel and lifestyle platform. Often referred to as “China’s Expedia with a luxury twist,” Fliggy combines seamless booking services with AI-powered personalization, exclusive deals, and deep integration into Alibaba’s digital ecosystem.

With over 60% of its users from Gen Z and nearly half residing in Tier 1 and New Tier 1 cities*, Fliggy is the go-to platform for young, affluent, and digitally native travelers. Its integration with Taobao, Tmall, and Alipay enables brands to deliver personalized, data-driven campaigns that convert.

_{*Data source: iResearch Third-party Monitor of Internet User’s Online Behavior (MUT) as of Mar 2025}

From splash ads and livestreams to KOL collaborations and AI-powered itinerary planning, Fliggy empowers brands to create “Travel + X” moments — connecting with consumers in every scenario, from concerts and festivals to luxury hotels and visa services.

What is Fliggy? A premium travel platform under Alibaba Group, offering flights, hotels, experiences, and lifestyle services.
Why is it important? 60% of users are Gen Z, with nearly half living in Tier 1 and New Tier 1 cities* — high-value travelers seeking premium, personalized experiences.
_{*Data source: Annual Fliggy Travel Marketing Plan, 2024}
Key Features: AI-powered personalization, exclusive hotel/airline partnerships, immersive ad formats, and full Alibaba & Ant Group Ecosystem integration.
Marketing Opportunities: Brands can engage users through splash ads, livestreams, KOL campaigns, POI-based targeting, and “Travel + X” co-branded experiences.

Fliggy’s Functions & Key Features

400 Million+

Yearly active users (YAU)

10 Million+

Daily active users (DAU)

_{^{*Data Source: Annual Fliggy Travel Marketing Plan, 2024}}

Fliggy’s Functions & Key Features

Fliggy is a next-generation travel platform that combines content, commerce, and community:

AI-Powered Personalization

Fliggy uses AI and proprietary algorithms to deliver smart itineraries, personalized recommendations, and real-time travel insights.

Exclusive Travel Partnerships:

Fliggy connects its vast user base to 25,000+ non-stop flight routes, 1.5 Million+ hotels and homestays, and 8,000+ attractions* — providing brands with premium visibility and co-branded opportunities.

_{* Data Source: Fliggy Travel Introduction, 2025}

Closed-Loop Data Tracking:

As part of the Alibaba and Ant Group ecosystem, Fliggy provides marketers with access to one of China’s largest digital data pools, enabling precise targeting and performance measurement.

“Travel + X” Innovation

From “Hotel + Concert” to “Visa + Shopping” and “Cruise + Wedding,” Fliggy enables brands to co-create themed experiences that resonate with lifestyle-driven travelers.

 Immersive Ad Formats:

Fliggy offers splash ads, feed banners, livestreams, POI-based targeting, and interactive campaigns across Fliggy, Taobao, Alipay, and other platforms within Alibaba & Ant Group Ecosystem.

User Demographics & Key Figures

Fliggy’s audience is young, affluent, and experience-driven:

400M+ yearly active users (YAU) and 10M+ daily active users (DAU) across Fliggy, Taobao & Alipay*
60% of users are Gen Z and post-90s travelers*
Nearly 50% of users live in Tier 1 and New Tier 1 cities*
Strong preference for premium, personalized travel experiences
High engagement across mobile and lifestyle touchpoints

_{^{*Data Source: Annual Fliggy Travel Marketing Plan, 2024
*Data Source: Ibid.
*Data Source: iResearch Third-Party Monitor of Internet User Behavior (MUT), March 2025}}

User Demographics & Key Figures

Fliggy’s audience is young, affluent, and experience-driven:

400M+ yearly active users (YAU) and 10M+ daily active users (DAU) across Fliggy, Taobao & Alipay*
60% of users are Gen Z and post-90s travelers*
Nearly 50% of users live in Tier 1 and New Tier 1 cities*
Strong preference for premium, personalized travel experiences
High engagement across mobile and lifestyle touchpoints

_{^{*Data Source: Annual Fliggy Travel Marketing Plan, 2024
*Data Source: Ibid.
*Data Source: iResearch Third-Party Monitor of Internet User Behavior (MUT), March 2025}}

How Can Marketers Make the Most of Fliggy?

1. Run Immersive, Journey-Based Ads

Use splash ads, feed banners, and campaign placements to reach users at every stage of their travel planning and booking journey.

2. Collaborate with KOLs & Livestream Hosts

Partner with influencers to create authentic, real-time engagement through livestreams and travel content.

3. Leverage Closed-Loop Data for Precision Targeting

Tap into Alibaba’s ecosystem to target users based on travel intent, lifestyle preferences, and purchase behavior.

4. Align with Premium Travel Brands

Position your brand alongside luxury hotels, airlines, and curated experiences to elevate brand perception.

5. Create “Travel + Lifestyle” Campaigns

Blend your brand into travel scenarios — from airport check-ins to hotel stays — to create memorable, context-rich touchpoints.

6. Activate Across Alibaba Ecosystem

Extend your reach through Fliggy’s integration with Taobao, Tmall, Alipay, Youku, and Hema — creating a full-funnel, multi-platform campaign.