飞猪双11战报：履约GMV同比增长60% 交易用户数同比增长41%

作者：亿邦动力文章来源：亿邦动力

2026-11-12 14:05

作者：亿邦动力文章来源：亿邦动力

2026-11-12 14:05

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总：飞猪双11的核心数据和实操信息集中在增长、爆款、会员与直播玩法。

1. 大盘履约GMV同比增60%，交易用户数增41%；亿元俱乐部品牌显著增加，万豪、希尔顿、洲际、凯悦、开元森泊、华住、Club Med、上海迪士尼、北京环球度假区等成交额均超亿元。

2. 可关注实操机会：国内门票、国内包车游、国内游轮、出境跟团游成交额接近翻倍；100万至500万元的隐形冠军商品多六成，聚焦细分出游需求。88VIP下单活动商品件数增近70%，酒店套餐件数增超120%。会籍快升参与用户增超2倍，万豪超10万用户参与，预约入住白金套餐可享120天白金会籍体验。飞猪官方直播矩阵引导成交增超30%，破百万元单品增超40%。

3. 热门境内目的地为上海、三亚、北京、杭州、中卫；境外为新西兰、韩国、马尔代夫、中国香港、马来西亚；增速领先安顺、泉州、秦皇岛、日照、漳州及土耳其、西班牙、澳大利亚、马来西亚、英国；客源地以上海、浙江、广东、江苏、北京人为主。

总：品牌营销和会员运营是本次双11的突出看点，消费趋势偏向套餐囤货与细分体验。

1. 品牌成交：万豪、希尔顿、洲际、凯悦、开元森泊、华住、开元旅业、Club Med、万达、雅高、德胧、上海迪士尼、北京环球度假区、上海乐高、长隆、松赞、沙坡头、上海薄荷国旅成交额均超亿元，亿元俱乐部扩容。

2. 会员营销：万豪、希尔顿、洲际、锦江等在飞猪开启会籍快升，参与用户同比增超2倍；万豪超10万用户参与，白金套餐可享120天白金会籍体验，适合做会员拉新和权益绑定。

3. 用户与渠道：88VIP下单件数增近70%，酒店套餐件数增超120%；官方直播矩阵引导成交增超30%，破百万元单品增超40%。供给丰富度激发囤旅游，国内门票、包车游、游轮、出境跟团游成交额接近翻倍，100万至500万元隐形冠军商品多六成。

4. 趋势：新奇体验和人生清单级玩法受追捧，目的地增速出现安顺、泉州、秦皇岛、日照、漳州及土耳其、西班牙、澳大利亚、马来西亚、英国等机会点。

总：卖家可从增长市场、需求变化、可学习打法和机会目的地四方面抓机会。

1. 增长面：履约GMV增60%，交易用户增41%，活动商家数和商品数创新高；亿元俱乐部成员显著增加，特色商家成交额翻倍数量比去年多近200家。

2. 需求变化：新奇体验和人生清单级玩法带动成交，细分出游需求商品中100万至500万元的隐形冠军多六成；国内门票、国内包车游、国内游轮、出境跟团游成交额接近翻倍；88VIP酒店套餐件数增超120%。

3. 可学习点：酒店会籍快升活动参与用户增超2倍，万豪超10万用户参与并推120天白金会籍体验；官方直播矩阵引导成交增超30%，破百万元单品增超40%。可围绕套餐、会员权益、直播和细分体验设计商品。

4. 机会提示：境内热门为上海、三亚、北京、杭州、中卫，境外为新西兰、韩国、马尔代夫、中国香港、马来西亚；增速领先安顺、泉州、秦皇岛、日照、漳州及土耳其、西班牙、澳大利亚、马来西亚、英国。

总：文章透出产品设计需求和商业机会，并给出数字化电商方向的启示。

1. 产品设计与需求：新奇体验甚至人生清单级玩法吸引大量拥趸，如飞南极点看帝企鹅、新西兰打卡最孤独的树、沙漠露营观星、Mini马拉松加一日游；细分出游需求商品增多，100万至500万元隐形冠军商品多六成。

2. 商业机会：亿元俱乐部品牌覆盖酒店集团、度假区、旅行服务等，万豪、希尔顿、洲际、凯悦、开元森泊、华住、Club Med、上海迪士尼、北京环球度假区、长隆、松赞等成交额超亿元；特色商家成交额翻倍数量多近200家。国内门票、包车游、游轮、出境跟团游成交额接近翻倍，酒店套餐在88VIP中件数增超120%。

3. 数字化与电商启示：活动商家数、商品数创新高，营销阵地和资源同步加大；官方直播矩阵引导成交增超30%，破百万元单品增超40%；会籍快升参与用户增超2倍，万豪超10万用户参与。可思考如何用套餐、会员权益、直播和细分体验推进线上销售。

总：服务商可重点关注旅游大促的增长趋势、细分需求痛点及可复用的解决方案。

1. 行业趋势：履约GMV同比增60%，交易用户增41%，供给丰富度激发囤旅游；国内门票、包车游、游轮、出境跟团游成交额接近翻倍；100万至500万元隐形冠军商品多六成，说明细分产品有机会。

2. 客户痛点与需求：消费者既要酒店套餐、会员权益，也要新奇体验和人生清单级玩法；88VIP下单件数增近70%，酒店套餐件数增超120%；会籍快升参与用户增超2倍。

3. 解决方案：酒店集团用会籍快升做会员运营，万豪超10万用户参与、120天白金会籍体验；商家用官方直播矩阵做转化，引导成交增超30%，破百万元单品增超40%；围绕目的地增速做营销，安顺、泉州、秦皇岛、日照、漳州及土耳其、西班牙、澳大利亚、马来西亚、英国增速领先。

总：平台商可关注飞猪双11的最新做法、招商运营重点和消费风向。

1. 平台成绩与供给：履约GMV增60%，交易用户增41%；活动商家数、活动商品数创新高，亿元俱乐部成员显著增加；万豪、希尔顿、洲际、凯悦、开元森泊、华住、Club Med、上海迪士尼、北京环球度假区、长隆等成交额超亿元。

2. 平台做法：营销阵地和营销资源同步加大，官方直播矩阵引导成交增超30%，破百万元单品增超40%；联合酒店集团做会籍快升，参与用户增超2倍，万豪超10万用户参与；面向88VIP运营，下单件数增近70%，酒店套餐件数增超120%。

3. 招商运营方向：特色商家成交额翻倍数量多近200家，100万至500万元隐形冠军商品多六成，可招揽细分需求和新奇体验供给；国内门票、包车游、游轮、出境跟团游成交接近翻倍。

4. 风向：囤旅游延续，热门境内为上海、三亚、北京、杭州、中卫，境外为新西兰、韩国、马尔代夫、中国香港、马来西亚；增速领先安顺、泉州、秦皇岛、日照、漳州及土耳其、西班牙、澳大利亚、马来西亚、英国。

总：文章提供旅游大促的产业新动向与商业模式观察，头部集中和长尾创新同时出现。

1. 增长与需求：履约GMV同比增60%，交易用户增41%；供给丰富度进一步激发囤旅游，国内门票、包车游、游轮、出境跟团游成交额接近翻倍，100万至500万元隐形冠军商品多六成。

2. 结构变化：亿元俱乐部品牌数量显著增加，万豪、希尔顿、洲际、凯悦、开元森泊、华住、Club Med、上海迪士尼、北京环球度假区、长隆等成交超亿元；同时成交额翻倍商家多近200家，特色商家凭新奇体验和人生清单级玩法崛起。

3. 商业模式：酒店会籍快升成为会员运营手段，参与用户增超2倍，万豪超10万用户参与并推120天白金会籍；88VIP下单件数增近70%，酒店套餐件数增超120%；官方直播矩阵引导成交增超30%，破百万元单品增超40%。

4. 区域与客源：目的地总量和增速分化，安顺、泉州、秦皇岛、日照、漳州及土耳其、西班牙、澳大利亚、马来西亚、英国领跑增速；客源地集中上海、浙江、广东、江苏、北京。

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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

Overall: The core data and practical takeaways from Fliggy's Double 11 center on growth, hit products, membership, and livestream formats.

1. Platform-wide fulfilled GMV rose 60% year on year, while transacting users increased 41%. The RMB100 million club expanded notably: Marriott, Hilton, InterContinental, Hyatt, Kaiyuan Senbo, Huazhu, Club Med, Shanghai Disney Resort, and Universal Beijing Resort each exceeded RMB100 million in GMV.

2. Practical opportunities: GMV for domestic tickets, domestic chartered car travel, domestic cruises, and outbound group tours nearly doubled. Hidden-champion products with GMV of RMB1 million-5 million increased 60%, pointing to demand for segmented travel. 88VIP order volume for campaign products rose nearly 70%, and hotel package order volume rose more than 120%. Participants in fast-track membership upgrades more than doubled; Marriott drew over 100,000 participants, and booking a Platinum package offers a 120-day Platinum membership experience. Fliggy's official livestream matrix drove more than 30% growth in guided GMV, and the number of items exceeding RMB1 million in sales rose more than 40%.

3. Top domestic destinations were Shanghai, Sanya, Beijing, Hangzhou, and Zhongwei; outbound destinations were New Zealand, South Korea, the Maldives, Hong Kong, China, and Malaysia. Fastest-growing destinations included Anshun, Quanzhou, Qinhuangdao, Rizhao, and Zhangzhou, as well as Turkey, Spain, Australia, Malaysia, and the UK. Source markets were led by Shanghai, Zhejiang, Guangdong, Jiangsu, and Beijing.

Overall: Brand marketing and membership operations were standout features of this Double 11, with consumer demand skewing toward package stock-ups and segmented experiences.

1. Brand GMV: Marriott, Hilton, InterContinental, Hyatt, Kaiyuan Senbo, Huazhu, Kaiyuan Tourism Group, Club Med, Wanda, Accor, Delonix, Shanghai Disney Resort, Universal Beijing Resort, LEGOLAND Shanghai, Chimelong, Songtsam, Shapotou, and Shanghai Mint International Travel each exceeded RMB100 million in GMV, expanding the RMB100 million club.

2. Membership marketing: Marriott, Hilton, InterContinental, Jinjiang, and others launched fast-track membership upgrades on Fliggy, with participants more than doubling year on year. Marriott drew over 100,000 participants; its Platinum package offers a 120-day Platinum membership experience, making it suitable for member acquisition and benefit linkage.

3. Users and channels: 88VIP order volume rose nearly 70%, while hotel package order volume rose more than 120%. Fliggy's official livestream matrix drove more than 30% growth in guided GMV, and items exceeding RMB1 million in sales rose more than 40%. Richer supply encouraged consumers to stock up on travel: GMV for domestic tickets, chartered car travel, cruises, and outbound group tours nearly doubled, and hidden-champion products with GMV of RMB1 million-5 million increased 60%.

4. Trends: Novel experiences and bucket-list activities were in demand. Growth opportunities emerged in destinations including Anshun, Quanzhou, Qinhuangdao, Rizhao, and Zhangzhou, as well as Turkey, Spain, Australia, Malaysia, and the UK.

Overall: Sellers can capture opportunities in four areas: growth markets, demand shifts, tactics to emulate, and opportunity destinations.

1. Growth: fulfilled GMV rose 60%, transacting users rose 41%, and the number of participating merchants and products hit new highs. The RMB100 million club expanded significantly, and the number of specialty merchants with doubled GMV was nearly 200 higher than last year.

2. Demand shifts: novel experiences and bucket-list activities drove transactions. Among products serving segmented travel demand, hidden-champion products with GMV of RMB1 million-5 million increased 60%; GMV for domestic tickets, domestic chartered car travel, domestic cruises, and outbound group tours nearly doubled; and 88VIP hotel package order volume rose more than 120%.

3. Tactics to emulate: participants in hotel fast-track membership upgrades more than doubled; Marriott drew over 100,000 participants and promoted a 120-day Platinum membership experience. Fliggy's official livestream matrix drove more than 30% growth in guided GMV, and items exceeding RMB1 million in sales rose more than 40%. Sellers can design products around packages, member benefits, livestreaming, and segmented experiences.

4. Opportunity signals: top domestic destinations were Shanghai, Sanya, Beijing, Hangzhou, and Zhongwei; outbound destinations were New Zealand, South Korea, the Maldives, Hong Kong, China, and Malaysia. Fastest-growing destinations included Anshun, Quanzhou, Qinhuangdao, Rizhao, and Zhangzhou, as well as Turkey, Spain, Australia, Malaysia, and the UK.

Overall: The article highlights product-design demand and commercial opportunities, with implications for digital commerce.

1. Product design and demand: Novel experiences and even bucket-list activities attracted large audiences, such as flying to the South Pole to see emperor penguins, visiting New Zealand's loneliest tree, stargazing on desert camping trips, and mini-marathon plus day-tour packages. Products serving segmented travel demand increased, with hidden-champion products generating RMB1 million-5 million in GMV up 60%.

2. Commercial opportunities: RMB100 million club brands span hotel groups, resorts, and travel services. Marriott, Hilton, InterContinental, Hyatt, Kaiyuan Senbo, Huazhu, Club Med, Shanghai Disney Resort, Universal Beijing Resort, Chimelong, Songtsam, and others exceeded RMB100 million in GMV; the number of specialty merchants with doubled GMV was nearly 200 higher. GMV for domestic tickets, chartered car travel, cruises, and outbound group tours nearly doubled, while 88VIP hotel package order volume rose more than 120%.

3. Digital and e-commerce implications: Participating merchants and products hit new highs, and marketing touchpoints and resources were increased in tandem. Fliggy's official livestream matrix drove more than 30% growth in guided GMV, and items exceeding RMB1 million in sales rose more than 40%. Participants in fast-track membership upgrades more than doubled, with Marriott drawing over 100,000 participants. Companies can consider using packages, member benefits, livestreaming, and segmented experiences to drive online sales.

Overall: Service providers should focus on growth trends in major travel promotions, pain points in segmented demand, and reusable solutions.

1. Industry trends: Fulfilled GMV rose 60% year on year and transacting users rose 41%; richer supply encouraged travel stock-ups. GMV for domestic tickets, chartered car travel, cruises, and outbound group tours nearly doubled, while hidden-champion products with GMV of RMB1 million-5 million increased 60%, indicating opportunities in segmented products.

2. Customer pain points and demand: Consumers want both hotel packages and member benefits as well as novel experiences and bucket-list activities. 88VIP order volume rose nearly 70%, hotel package order volume rose more than 120%, and participants in fast-track membership upgrades more than doubled.

3. Solutions: Hotel groups used fast-track membership upgrades for member operations; Marriott drew over 100,000 participants and offered a 120-day Platinum membership experience. Merchants used the official livestream matrix for conversion, driving more than 30% growth in guided GMV and more than 40% growth in items exceeding RMB1 million in sales. Marketing can be built around destination growth: Anshun, Quanzhou, Qinhuangdao, Rizhao, and Zhangzhou, as well as Turkey, Spain, Australia, Malaysia, and the UK, led in growth.

Overall: Marketplace operators can watch Fliggy's latest Double 11 practices, merchant recruitment and operations priorities, and consumer trends.

1. Platform results and supply: Fulfilled GMV rose 60% and transacting users rose 41%. Participating merchants and campaign products hit new highs, and the RMB100 million club expanded significantly; Marriott, Hilton, InterContinental, Hyatt, Kaiyuan Senbo, Huazhu, Club Med, Shanghai Disney Resort, Universal Beijing Resort, Chimelong, and others exceeded RMB100 million in GMV.

2. Platform practices: Marketing touchpoints and resources were increased in tandem. The official livestream matrix drove more than 30% growth in guided GMV, and items exceeding RMB1 million in sales rose more than 40%. Fliggy partnered with hotel groups on fast-track membership upgrades, with participants more than doubling and Marriott drawing over 100,000 participants. It also targeted 88VIP users, with order volume rising nearly 70% and hotel package order volume rising more than 120%.

3. Recruitment and operations direction: The number of specialty merchants with doubled GMV was nearly 200 higher, and hidden-champion products with GMV of RMB1 million-5 million increased 60%, creating room to recruit supply for segmented demand and novel experiences. GMV for domestic tickets, chartered car travel, cruises, and outbound group tours nearly doubled.

4. Trends: Travel stock-ups continued. Top domestic destinations were Shanghai, Sanya, Beijing, Hangzhou, and Zhongwei; outbound destinations were New Zealand, South Korea, the Maldives, Hong Kong, China, and Malaysia. Fastest-growing destinations included Anshun, Quanzhou, Qinhuangdao, Rizhao, and Zhangzhou, as well as Turkey, Spain, Australia, Malaysia, and the UK.

Overall: The article offers observations on new industry dynamics and business models in major travel promotions, with both head concentration and long-tail innovation emerging.

1. Growth and demand: Fulfilled GMV rose 60% year on year and transacting users rose 41%. Richer supply further encouraged travel stock-ups; GMV for domestic tickets, chartered car travel, cruises, and outbound group tours nearly doubled, and hidden-champion products with GMV of RMB1 million-5 million increased 60%.

2. Structural change: The number of RMB100 million club brands increased significantly. Marriott, Hilton, InterContinental, Hyatt, Kaiyuan Senbo, Huazhu, Club Med, Shanghai Disney Resort, Universal Beijing Resort, Chimelong, and others exceeded RMB100 million in GMV. At the same time, there were nearly 200 more merchants with doubled GMV, as specialty merchants rose through novel experiences and bucket-list activities.

3. Business models: Hotel fast-track membership upgrades became a member-operations tool, with participants more than doubling; Marriott drew over 100,000 participants and promoted a 120-day Platinum membership. 88VIP order volume rose nearly 70%, hotel package order volume rose more than 120%, the official livestream matrix drove more than 30% growth in guided GMV, and items exceeding RMB1 million in sales rose more than 40%.

4. Regions and source markets: Destination totals and growth diverged. Anshun, Quanzhou, Qinhuangdao, Rizhao, and Zhangzhou, as well as Turkey, Spain, Australia, Malaysia, and the UK, led growth. Source markets were concentrated in Shanghai, Zhejiang, Guangdong, Jiangsu, and Beijing.

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.

11月12日，飞猪公布2026年双11成绩单。数据显示，飞猪双11活动商品履约GMV同比去年增长60%，交易用户数也同比增长41%。

旅游商家表现方面，万豪国际酒店集团、希尔顿酒店集团、洲际酒店集团、凯悦酒店集团、开元森泊、华住酒店集团、开元旅业、Club Med地中海俱乐部、万达酒店及度假村、雅高酒店集团、德胧酒店集团、上海迪士尼度假区、北京环球度假区、上海乐高乐园度假区、长隆旅游度假区、松赞旅行、沙坡头旅游度假区、上海薄荷国旅等品牌，活动商品成交额均超亿元。飞猪双11“亿元俱乐部”成员数量较去年显著增加。

一批特色商家异军突起。今年飞猪双11成交额翻倍增长的商家数较去年多了近200家，其中不少商家凭借着新奇体验甚至“人生清单”级玩法吸引了大量拥趸，飞南极点看帝企鹅、去新西兰打卡“最孤独的树”、在沙漠里露营观星、跑完Mini马拉松再来个一日游……

供给丰富度进一步激发了“囤旅游”需求。飞猪数据显示，双11国内门票、国内包车游、国内游轮、出境跟团游等活动商品成交额均接近翻倍。同时，成交额介于100万元到500万元之间的“隐形冠军”商品数量比去年多了六成，这类商品往往聚焦消费者的细分出游需求。

今年飞猪双11，用户的参与规模、消费意愿持续提升。飞猪数据显示，双11交易用户数同比去年增长41%，其中88VIP用户的旅游消费更为强劲，下单的活动商品件数同比去年增长近70%，其中酒店套餐件数更是增长超120%。

会员活动方面，今年双11，万豪、希尔顿、洲际、锦江等一众酒店集团在飞猪开启会籍快升活动，吸引了众多资深玩家和背包客的参与。飞猪数据显示，参与会籍快升活动的用户数同比去年增长超2倍。以万豪为例，今年有超10万用户参与其会员活动，预约入住白金套餐即可享受120天白金会籍体验。

活动商家数、活动商品数创新高，飞猪的营销阵地和营销资源也同步加大。以直播为例，今年双11飞猪官方直播矩阵引导的活动商品成交额同比去年增长超30%，其中成交额破百万元的单品数量同比去年增长超40%。

今年双11，哪些目的地是消费者“囤旅游”的最爱？飞猪数据显示，从总量来看，上海、三亚、北京、杭州、中卫等是热门境内目的地，新西兰、韩国、马尔代夫、中国香港、马来西亚等是热门境外目的地；从增速来看，安顺、泉州、秦皇岛、日照、漳州以及土耳其、西班牙、澳大利亚、马来西亚、英国分别领跑境内和境外目的地。从客源地来看，上海人、浙江人、广东人、江苏人、北京人等是今年双11“囤旅游”的主力军。

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FAQ回顾

2026年双11旅游消费呈现哪些趋势？

飞猪2026年双11活动商品履约GMV同比增长60%，交易用户数同比增长41%。国内门票、包车游、游轮和出境跟团游成交额接近翻倍，成交额100万至500万元的“隐形冠军”商品数量比去年多六成，显示细分出游需求活跃。

飞猪双11有哪些旅游品牌成交额破亿？

万豪国际、希尔顿、洲际、凯悦、开元森泊、华住、开元旅业、Club Med、万达酒店及度假村、雅高、德胧、上海迪士尼、北京环球、上海乐高、长隆、松赞、沙坡头、上海薄荷国旅等品牌，活动商品成交额均超亿元；飞猪双11“亿元俱乐部”成员数量较去年显著增加。

飞猪双11热门旅游目的地有哪些？

从总量看，热门境内目的地为上海、三亚、北京、杭州、中卫，热门境外目的地为新西兰、韩国、马尔代夫、中国香港、马来西亚。增速领跑境内外的是安顺、泉州、秦皇岛、日照、漳州，以及土耳其、西班牙、澳大利亚、马来西亚、英国。

飞猪双11酒店会员快升活动效果如何？

万豪、希尔顿、洲际、锦江等酒店集团在飞猪开启会籍快升活动，参与用户数同比去年增长超2倍。以万豪为例，超10万用户参与会员活动，预约入住白金套餐即可享受120天白金会籍体验。

飞猪双11直播营销效果怎么样？

飞猪官方直播矩阵引导的活动商品成交额同比去年增长超30%，其中成交额破百万元的单品数量同比去年增长超40%。今年双11活动商家数、活动商品数创新高，飞猪同步加大营销阵地和营销资源投入。

标签:: 票务旅行服务旅游飞猪未来零售

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