In the wave of newly opened hotels, ShanghaiThe BundWThe hotel ushered in a major cross-border cooperation event between an international Internet giant and a hotel industry giant。

8month7日，Alibaba Group and Marriott International jointly announce a comprehensive strategic cooperation on boarding，Both parties will establish a joint venture，Take over the operation of all online Chinese official channels of Marriott International，Flagship store、Official website、APPs, realizing "three networks in one"；Redesign and transform various channels，Gradually online upgrade，Introducing more personalized products and services；Serving the hotel industry and empowering the industry。Focus"Global Travel"，The first batch will be developed intensively including Dubai、Paris、London、Milan、Las Vegas、Venice、St. Petersburg、Mauritius、Maldives includedMore than 25 global travel destinations——providing itinerary planning、Booking、Cashless payment to transportation、Full-link seamless solution including shopping, local food, accommodation and travel。

actually，Fliggy and Marriott started cooperating more than two years ago。Introduced by Cai Yongyuan, Vice President of Fliggy，The first Marriott hotels and restaurants available for booking on Fliggy；After starting to build 188bet online sports betting direct sales channels，Marriott opened a flagship store on Fliggy platform。The biggest step was last year’s Double 11，The membership systems of Fliggy and Marriott begin to interoperate，A certain level of Fliggy member，Can become a gold/silver card member of Marriott。

This strategic cooperation，Marriott’s “Marriott Rewards Program”、The Ritz-Carlton Rewards Program、SPG (Starwood Preferred Guest Program) will achieve full interoperability with Alibaba’s “88 Membership” system。Alibaba “88 members” or Fliggy F3 members with naughty points greater than 2500 or 1000 respectively can directly apply to become Marriott Gold or Silver members。

later，Consumers via Fliggy、Enter Taobao or Tmall to book a hotel at the Marriott flagship store，will enjoy the same rights as Marriott’s official website，and get two-way points，In addition, points will be interchangeable in the future and there will be more directional equity reciprocity。

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Big data, artificial intelligence (AI) is becoming a new productive force in various industries，This cross-border in-depth cooperation is ongoing，Alibaba Ecosystem and Marriott’s enthusiasm for new technologies are the basis for cooperation between the two parties。

According to public statistics，The latest investment，Alibaba’s investment amount in China in recent years has exceeded2000billion, a large amount of its investments are in mainland China.

Amidst various calls for an urgent reduction in overseas investment，This characteristic of Alibaba has been further demonstrated。Cooperation with Marriott，willCo-invest in China by introducing foreign capitalMarket, with big data andAliInternetEcologyImprove consumer experience and transform the traditional tourism industry.

At the same timeFliggy is backed by Alibaba Ecosystem500 million active user traffic, Ali andMarriottofMember interoperability will bring about the flow of massive big data。With 188bet app download the power of the Internet，Alibaba GroupCEO Zhang Yong hopes that both parties will pay attention to "data and people"，Exploring new hotel operation models，Bringing benchmark significance to the comprehensive upgrade of the global hotel industry。There is reason to look forward toBe the first to enter data-driven hotel management3.0 eraAfter,DangConsumers start booking hotels，Food, accommodation, travel, shopping and entertainment in relevant destinations will also be designed and recommended。

Low commission and direct booking channel, Fliggy’s trump card to distinguish OTAs

Hotel Industry andOTAThe game between them has always been undercurrent，The focus of the dispute between the two parties is commission and guest data assets。Commission，The software service fee charged by Fliggy as a platform to hotels (analogyOTACommission charged) only2%~8%, whereasOTAis10%~15%, even to25%, more than half.OTAThe monopoly has caused hotels to gradually lose control over pricing、The voice of customer acquisition channels and marketing，Some people in the hotel industry are even worried that hotels are becomingOTA's "worker"，The hotel industry naturally hopes to avoid this situation from becoming a reality in the game。

In terms of channels, Cai Yongyuan believes that"Hotel andOTAThere is a paradox: the hotel hopes to be more involved in the operation and marketing of the reservation process，Interact with users；AndOTAvalues ​​the users it captures at high traffic costs，In fact, we are not active in opening up user information data。So，The gap between hotels and channels will become wider and wider。”

andOTAThe difference is，Fliggy gives self-operated packages to hotel merchants，Drive the utilization of their idle assets，Merchant can sell food and beverages、SPA、Fringe hotel products such as gym season passes，To boost overall hotel profits。Last year, Fliggy attracted new members to Gaoxing Hotel600Wan, Li Shaohua, Vice President of Alibaba and President of FliggyDisclosed, expected2017The Year of the Flying Pig will help Gaoxing Hotel attract new members1000Ten thousand.

Critical period for global tourism strategy，Four major “chemical reactions” between the two giants

Jack Ma once proposed "buy globally、Sold globally、Global payment、Global Shipping、Five small goals for global travel，For the first time, global tourism was added to the elaboration of the “Five New” strategy。Cooperation with Marriott，This is also a major blow for Alibaba to implement its global tourism strategy。Predictable，Alibaba’s data and Internet technology capabilities and Marriott’s professional hotel management、Operational capabilities，There will be multiple rounds of rich "chemical reactions"。

forThe Flying Pig, the successor to global tourism strategyLet’s talk，The number of outbound tourists served in 2016 has reached 28 million，Becoming a leader in the outbound tourism marketLeader。Capital cooperation support at the Alibaba Group level，It will undoubtedly make the flying pig’s wings stronger and fuller，Also allows Fliggy to improve destination service content and experience，Obtained unique passages and scenes。On Fliggy business，The integration with the Marriott membership system will also help increase Fliggy’s proportion of mid-to-high-end hotel transactions。

As a global hotel giant，Marriott has been working hard to improve its digital operation capabilities in recent years，Hope to gain new competitive advantages in the competition in the big data era。This request was made with Ali、Recognized by the market“New retail” coincides with each other.New retail combines technology and retail，Bringing new productivity by restructuring production factors。

This yearJuly 11, Jack MaZengIssue an internal letter announcing the establishment"Five New Executive Committee"，Chaired by Alibaba Group CEO Zhang Yong，Leading all forces in the Ali ecosystem to build "Five New"，And proposed using 188bet app Made in Internet to support the supply-side reform that is crucial to the current Chinese economy。The capital market keenly captures this information，Consider this as a strategic signal for Alibaba’s future development，In New Retail、New manufacturing、New Finance、New technology、Five aspects of new energy，AliWorking hard forBuild a complete infrastructure for future business forms.At the same time，Alibaba’s ecosystem covers hundreds of millions of young consumer groups in China，After membership is cleared，Marriott will benefit greatly from this。

At the same time，The two major online events、The cooperation with offline giants is also a new attempt for Alibaba’s new retail to be implemented in the non-standard service industry，Previously，Whether it is the many large offline department store retail companies invested by Alibaba，Still a new retail internet celebrity launched this year“Hema Fresh” offline store，These are all attempts of new retail in the field of standard products，Now with the establishment of the joint venture，Alibaba officially entered the service industry，Exploring the application of new retail in non-standard fields。

For travelers，At a time when outbound travel is becoming increasingly popular，You can use it on the local platform you are familiar with，Use familiar processes and methods，Get"Same price as official website、Members have the same rights、Reservation results of "Points Exchange"。Through familiar channels，Chinese consumers learn about it for the first timeSimilarMarriott’s special offers worldwide、Equity、While experiencing new things，You can also enjoy the overall service of traveling to global destinations。

In terms of strategic layout, Fliggy“Future Hotel” has been implemented in more than 100,000 hotels，And upgrade to full-scenario credit consumption with the hotel as the destination，Innovation improves consumer experience。This timeAliIn-depth cooperation 188bet app with the world’s largest hotel group alsowillGiveTechnological upgrade and scenario implementation of “Future Hotel”，brings a wider imagination。

*The author of this article: Zhihui analyst Zhou Qiyi (WeChat: zj-Parker)，Welcome to communicate！