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Fliggy and Hilton enhance partnership with global flagship store launch


Fliggy collaborates with Hilton to launch a global flagship store, expanding direct booking options for Chinese travelers.

HANGZHOU, CHINA – Fliggy, an online travel platform and a wholly-owned subsidiary of Alibaba Group has deepened its partnership with Hilton in China with the launch of Hilton’s official global flagship store on its platform. This collaboration not only showcases Fliggy’s growing alliance with renowned international brands but also underscores its continuing expansion in the global tourism market.

The opening of the online global flagship store is an extension of Hilton’s existing domestic booking service on Fliggy. The platform’s users will now be able to make direct bookings to stay at Hilton hotels in overseas destinations such as Singapore, Maldives and Bangkok. The coverage will be extended to include more outbound destinations in the future.

The integration of Fliggy’s membership in March 2021 with Hilton Honors, the award-winning guest loyalty program comprising nearly 7,400 hotels in 124 countries and territories under Hilton’s brands, has allowed Fliggy’s members to earn dual points and receive exclusive benefits from both programs, such as complimentary breakfast, room upgrades and late checkout.

Zhuoran Zhuang, CEO of Fliggysaid, “With the outbound travel market showing strong signs of revival, our deepened collaboration with Hilton is expected to set a benchmark for new global travel experiences. Establishing a direct sales system is essential for travel brands to drive sustainable growth in membership and brand awareness. Fliggy will continue to harness our platform capabilities to help global travel brands in expanding direct sales channels.”

The Hilton Trends Report 2024 shows that 85% of Chinese consumers are willing to spend more on travel in 2024 than in 2023, far exceeding the global average of 65%.

Wendy Huang, Senior Vice President and Commercial Director, of Hilton Greater China and Mongolia, said, “We are excited to bring our renowned hospitality to Chinese outbound travelers delivering reliable and friendly service every time everywhere. Building upon our longstanding work together, we will leverage Fliggy’s strengths in serving Chinese outbound travelers, providing our valued guests with more convenience and wonderful experiences.”

Hilton saw robust sales growth during this year’s Double 11 shopping festival. According to Fliggy’s data, Hilton’s total transaction volume on the platform significantly exceeded that of the same period in 2022.

In addition to Hilton Honors, Fliggy’s membership program is also connected with the membership programs of dozens of four and five-star international hotel groups such as Marriott, Mandarin Oriental and Wanda Hotels & Resorts. Among them, more than ten groups have fully integrated their programs with Fliggy’s in terms of pricing, membership levels and respective benefits.

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George, in his capacity as an intern, diligently oversees the flow of news, assists in the publication of content, and delves into the strategies of social media distribution. He is currently pursuing his studies in Business Administration at the Athens University of Economics and Business.