飞猪、高德与上海乐高乐园度假区战略合作春节将推出首个联名活动

作者：龚作仁文章来源：Laborer

2026-02-09 11:39

作者：龚作仁文章来源：Laborer

2026-02-09 11:39

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飞猪、高德与上海乐高乐园度假区战略合作，提供春节行前、行中、行后一站式优惠服务。

1.春节主题活动“大过年就要大快乐”包括优惠购票、智能游园导览和打卡任务，参与者可赢纪念礼物和免费乐高积木小车标。

2.高德App上线“一键智慧游”功能，集成AR导览、语音讲解和实时客流提示，提升游园便捷性和沉浸感。

3.飞猪平台升级预订链路，提供丝滑体验和性价比商品，近两周预订量环比增长超65%，春节假期是带娃旅行热门时段。

4.上海乐高乐园差异化体验如“乐高驾驶学院”和拼搭工坊，吸引亲子家庭，客群占比达80%，祖孙三代同游趋势显著。

三方合作聚焦品牌营销和渠道建设，强化亲子消费趋势下的品牌定位。

1.品牌营销方面，飞猪统筹全年联合活动，如春节主题“大过年就要大快乐”，整合IP运营提升曝光，提供差异化体验增强用户粘性。

2.品牌渠道建设中，飞猪旗舰店作为官方直营阵地，2025年双11成交额破亿，展示高效销售链路；高德LBS技术优化导览服务，拓展线上线下融合渠道。

3.消费趋势显示亲子家庭占比80%，祖孙三代同游需求强劲，年营收全球乐高乐园榜首，提示“寓教于乐”产品研发方向。

4.用户行为观察：春节预订增长65%，飞猪亲子用户偏好高品质体验，品牌定价通过优惠活动吸引复游意愿。

合作揭示增长市场和机会，提供可学习商业模式。

1.增长市场机会：春节假期亲子旅游需求激增，预订量环比增长65%，提示销售窗口期；上海乐高乐园年营收全球榜首，展示市场潜力。

2.事件应对措施：三方联合营销如春节主题活动，通过优惠购票和打卡任务应对节假日高峰，提升客流；飞猪旗舰店双11成交破亿案例可借鉴。

3.合作方式与扶持政策：季度联席会议机制确保服务优化，飞猪整合阿里生态资源提供一站式智慧服务；高德智慧游功能支持实时客流管理，规避风险。

4.最新商业模式：线上线下融合模式，如IP互动和跨端体验，增强复游意愿；机会提示包括亲子家庭80%客群，祖孙三代趋势显著。

合作启示产品设计和数字化机会，推动商业发展。

1.产品生产和设计需求：上海乐高乐园“乐高驾驶学院”培养安全意识，拼搭工坊激发创意，过山车和演出活动吸引家庭，强调寓教于乐设计理念。

2.商业机会：亲子旅游市场强劲，年营收全球榜首，80%家庭客群占比高，祖孙三代同游趋势提供产品多样化需求。

3.推进数字化启示：高德AR导览和实时客流技术优化游园体验；飞猪旗舰店电商模式，2025年双11成交破亿，展示线上销售渠道潜力。

4.电商应用：三方合作升级预订链路，提供丝滑服务，启示工厂如何整合平台资源提升产品曝光和销售。

行业趋势凸显新技术解决痛点，提供创新解决方案。

1.新技术应用：高德LBS能力打造“一键智慧游”，包括AR导览、语音讲解和实时客流提示，提升导航便捷性和沉浸体验。

2.客户痛点解决：针对节假日拥堵和体验不足，智慧游功能优化导览；飞猪升级预订链路应对丝滑服务需求，数据驱动决策。

3.行业发展趋势：亲子度假需求增长，“寓教于乐”体验受欢迎，80%家庭客群趋势显著；线上线下融合如打卡任务和IP互动成为新方向。

4.解决方案：三方合作整合资源，季度联席会议机制持续优化服务；春节主题活动提供跨端互动，解决用户行中痛点。

平台需求和新做法聚焦招商与运营优化。

1.商业对平台需求：提升用户体验如丝滑预订和智能导览，飞猪升级内容种草链路，高德提供智慧游满足导航痛点。

2.平台最新做法：飞猪统筹营销活动，高德上线专属页面和AR功能；上海乐高乐园在飞猪开设官方旗舰店，2025年双11成交破亿展示招商成功。

3.平台招商与运营管理：季度联席会议确保服务履约，尤其节假日；扶持政策如优惠购票吸引客流，规避风险通过实时客流提示。

4.风向规避：整合阿里生态资源，提供一站式智慧服务，增强亲子家庭复游意愿；数据支持预订增长65%，指导运营决策。

产业动向分析新问题和商业模式启示。

1.产业新动向：三方战略合作推动线上线下融合，如飞猪、高德与乐高乐园整合营销、导览和IP运营，展示智慧旅游发展。

2.新问题与启示：亲子家庭占比80%，祖孙三代同游趋势显著，提示政策法规需支持家庭旅游；数据如预订增长65%和年营收全球榜首，反映市场潜力。

3.商业模式：整合平台资源如阿里生态，提供一站式服务；飞猪旗舰店电商模式成功，2025年双11成交破亿，启示数字化渠道价值。

4.政策建议：季度联席会议机制优化服务，可推广至其他产业；寓教于乐定位增强复游意愿，提供可持续发展模式参考。

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

Fliggy, Amap, and Shanghai LEGOLAND Resort have formed a strategic partnership to offer one-stop discount services for the Spring Festival holiday, covering pre-trip, during-trip, and post-trip phases.

1. The Spring Festival theme campaign, "Big Fun for the Big Holiday," includes discounted tickets, smart park navigation, and check-in tasks. Participants can win commemorative gifts and free LEGO brick car emblems.

2. Amap's app launched a "One-Click Smart Tour" feature, integrating AR navigation, voice guides, and real-time crowd alerts to enhance convenience and immersion.

3. Fliggy upgraded its booking process for a smoother experience and cost-effective offerings, resulting in a booking surge of over 65% in the past two weeks. The Spring Festival holiday is a peak period for family travel.

4. Shanghai LEGOLAND's unique attractions, like the LEGO Driving School and building workshops, appeal to families, who make up 80% of visitors, with a notable trend of three-generation trips.

The tripartite collaboration focuses on brand marketing and channel development, reinforcing brand positioning amid rising family consumption trends.

1. For brand marketing, Fliggy coordinates annual joint campaigns like the Spring Festival theme, integrating IP operations to boost exposure and differentiated experiences that enhance user loyalty.

2. In channel building, Fliggy's flagship store serves as an official direct sales channel, exceeding RMB 100 million in GMV during 2025's Double 11, demonstrating efficient sales funnels. Amap's LBS technology optimizes navigation, expanding online-offline integrated channels.

3. Consumption trends show families account for 80% of visitors, with strong demand for multi-generation trips. Shanghai LEGOLAND's top global revenue highlights the potential for "edutainment" product development.

4. User behavior: Spring Festival bookings grew 65%, with Fliggy's family users preferring high-quality experiences. Strategic pricing via promotions encourages repeat visits.

The partnership reveals growth markets and opportunities, offering a replicable business model.

1. Market opportunities: Family travel demand surges during Spring Festival, with bookings up 65% month-over-month, indicating key sales windows. Shanghai LEGOLAND's leading global revenue underscores market potential.

2. Event strategies: Joint campaigns like the Spring Festival theme address holiday peaks through discounted tickets and check-in tasks to boost traffic. Fliggy's RMB 100M+ Double 11 GMV case is a reference.

3. Collaboration & support: Quarterly meetings ensure service optimization; Fliggy integrates Alibaba's ecosystem for one-stop smart services. Amap's smart features aid real-time crowd management to mitigate risks.

4. New business models: Online-offline integration, such as IP interactions and cross-platform experiences, boosts repeat visits. Opportunities include the 80% family demographic and multi-generation travel trends.

The collaboration offers insights for product design and digitalization, driving commercial growth.

1. Product design needs: Attractions like the LEGO Driving School foster safety awareness, while building workshops spark creativity. Roller coasters and shows attract families, emphasizing edutainment principles.

2. Commercial opportunities: The strong family travel market, with 80% visitor share and multi-generation trends, demands diversified products. Top global revenue confirms viability.

3. Digitalization insights: Amap's AR navigation and real-time crowd tech enhance visitor experiences. Fliggy's flagship store, with RMB 100M+ GMV in 2025's Double 11, showcases e-commerce potential.

4. E-commerce applications: Upgraded booking systems provide seamless services, illustrating how factories can leverage platforms to increase product exposure and sales.

Industry trends highlight new technologies addressing pain points, offering innovative solutions.

1. Tech applications: Amap's LBS-powered "One-Click Smart Tour" with AR guides and real-time alerts improves navigation ease and immersion.

2. Pain point resolution: Smart features tackle holiday congestion and experience gaps; Fliggy's streamlined bookings meet demand for smooth services, aided by data-driven decisions.

3. Industry trends: Growing demand for family resorts and edutainment, with 80% family visitors. Online-offline fusion, like check-in tasks and IP interactions, emerges as a new direction.

4. Solutions: Tripartite resource integration and quarterly meetings optimize services. The Spring Festival campaign addresses mid-trip user needs through cross-platform engagement.

Platform needs and innovations focus on merchant acquisition and operational optimization.

1. Merchant demands: Enhanced user experiences, such as seamless booking and smart navigation; Fliggy improves content-driven discovery, while Amap addresses navigation issues.

2. Platform innovations: Fliggy orchestrates marketing campaigns; Amap launches dedicated pages and AR features. Shanghai LEGOLAND's Fliggy flagship store, with RMB 100M+ GMV in 2025's Double 11, exemplifies successful merchant recruitment.

3. Operations & support: Quarterly meetings ensure service delivery, especially during holidays. Incentives like discounted tickets attract traffic, while real-time crowd alerts mitigate risks.

4. Strategic avoidance: Leveraging Alibaba's ecosystem for one-stop smart services boosts family repeat visits. Data showing 65% booking growth guides operational decisions.

Industry movements analyze new issues and business model implications.

1. Trends: The tripartite partnership promotes online-offline integration, combining Fliggy and Amap's marketing, navigation, and IP operations with LEGOLAND, illustrating smart tourism evolution.

2. Issues & insights: Families constitute 80% of visitors, with multi-generation trips signaling need for supportive policies. Data like 65% booking growth and top global revenue reflect market potential.

3. Business models: Integrating platform resources (e.g., Alibaba's ecosystem) for one-stop services; Fliggy's flagship store success (RMB 100M+ GMV in 2025's Double 11) underscores digital channel value.

4. Policy suggestions: Quarterly meeting mechanisms for service optimization could be replicated in other industries. Edutainment positioning enhances repeat visits, offering a sustainable model reference.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

2月5日，飞猪、高德与上海乐高乐园度假区签署战略合作协议，三方将围绕品牌营销、园区智能导览、IP运营等方面深入合作，为消费者打造更贴心更优惠的行前、行中、行后服务。

飞猪、高德与上海乐高乐园度假区签约

根据协议，飞猪将统筹策划全年的三方联合营销活动，同时升级上海乐高乐园度假区在飞猪、高德上的内容“种草”与服务预订链路，为消费者提供更丝滑的预订体验和更具性价比的商品。高德将结合LBS（基于位置服务）能力打造“一键智慧游上海乐高乐园度假区”，包括园区的AR导览、语音讲解、实时客流提示等功能，为消费者带来更便捷的导航服务、更沉浸的游园体验。上海乐高乐园度假区将在服务供给及游客履约体验上做好保障，尤其是节假日旅游旺季，并为飞猪和高德上的消费者提供丰富的IP互动与玩法等差异化体验。

上海乐高乐园首席营销官杨芸宁表示：“我们始终致力于为亲子家庭创造更优质的体验，此次合作是整合行业优质资源、提升亲子游玩服务品质的重要一步。未来，三方将依托季度联席会议等长效沟通机制，持续优化‘一站式’智慧服务，进一步增强亲子家庭的复游意愿。”

上海乐高乐园自2025年7月正式开园以来，凭借“寓教于乐”的亲子体验、本土文化IP的融合与创新，已迅速成为国内亲子旅游的标杆目的地，年营收表现位居全球乐高乐园榜首。鼓励孩子们在趣味活动里培养安全意识的“乐高驾驶学院”，放飞创意的拼搭工坊，刺激好玩的过山车，丰富的演出活动等已经吸引众多家庭来到这里享受放松的亲子时光。数据显示，上海乐高乐园亲子家庭客群占比达80%，“祖孙三代同游”趋势显著。

每年春节假期都是阖家团圆、带娃旅行的热门时段。临近春节假期，飞猪数据显示，近两周，平台上上海乐高乐园相关商品的预订规模环比上月增长超65%。

据透露，今年春节假期，飞猪、高德与上海乐高乐园度假区将基于“大过年就要大快乐”主题活动展开联合营销活动。活动期间，高德地图App将上线上海乐高乐园度假区“一键智慧游”，同时全面升级上海乐高乐园度假区专属页面。消费者可以在这里优惠购票、购买来自飞猪官方旗舰店的门票商品，享受智能游园导览服务，还能完成园区打卡任务赢得纪念礼物、免费领取专属乐高积木小车标，让前来度假的家庭感受到线上线下跨端互动和“一站式”旅游的乐趣。

“亲子度假需求保持强劲增长势头，尤其是‘寓教于乐’的高品质体验，一直是飞猪亲子家庭用户的首选。”飞猪旅行大住宿事业部首席运营官马超说，“上海乐高乐园度假区的差异化定位优势明显。我们希望以更加开放的平台模式，联动阿里巴巴的生态资源，为消费者带来超值体验的同时，也为合作伙伴带来实实在在的价值。”据马超介绍，早在上海乐高乐园筹建阶段，飞猪已经与其达成战略合作。2025年5月，上海乐高乐园度假区在飞猪开设官方旗舰店，作为其官方直营阵地投入运营。2025年双11期间，上海乐高乐园度假区飞猪官方旗舰店首次亮相电商大促，斩获成交额破亿的好成绩。

高德旅游业务负责人黄鹏表示：“高德始终以‘AI空间智能提升用户旅行全程体验’为核心。此次深度三方合作，是高德为春节文旅市场交出的一份暖心答卷，更是高德在文旅领域深化‘线上+线下’融合的重要实践。未来，我们将以此次合作为起点，用更精细化的服务、更智能的体验，为广大游客连接真实世界，做好一张活地图，让出行和生活更美好。”

注：文/龚作仁，文章来源：Laborer，本文为作者独立观点，不代表亿邦动力立场。

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FAQ回顾

飞猪高德与上海乐高乐园的合作内容有哪些？

合作涵盖品牌营销、园区智能导览和IP运营。高德将提供AR导览、语音讲解和实时客流提示的智慧游服务，飞猪负责联合营销和预订链路升级。

上海乐高乐园2025年开园后的运营表现如何？

上海乐高乐园自2025年7月开园后，年营收位居全球乐高乐园榜首，亲子家庭客群占比达80%，已成为国内亲子旅游标杆目的地。

春节假期上海乐高乐园将推出哪些联名活动？

春节将推出“大过年就要大快乐”主题活动，包括高德一键智慧游、优惠购票、打卡赢纪念礼物和免费领取乐高积木小车标等互动体验。

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