Fliggy, Alibaba’s online travel platform, has established a partnership with Hilton to integrate their membership systems. It’s the first time that Hilton has opened its loyalty program to a partner, making it possible for all Fliggy members to become Hilton’s members, or upgrade to Hilton Honors’ Gold status if qualified to enjoy privileges such as free breakfasts, room upgrades and late check-out.
The cooperation between Fliggy and Hilton connects online and offline business to create convenience and comfort for travelers, said Wendy Huang, SVP and commercial director at Hilton Greater China and Mongolia.
Zhuoran Zhuang, Vice President of Alibaba Group and President of Fliggy, said that Fliggy will work with Hilton to understand the needs and behaviors of the younger generations, and develop more diversified and energetic activities to meet their needs. Currently 58% of Fliggy’s users are people in their 20s who are redefining travel quality.
Fliggy has established strong connections with Hilton even before the latest partnership. In 2019, Hilton launched products with special discounts on the Fliggy Super Brand Day as part of the hotel chain’s Centennial Celebration.
Hilton’s transaction volumes on Fliggy exceeded RMB 100 million on last year’s Singles’ Day shopping festival (November 11).
Many Hilton hotels including Waldorf Astoria Shanghai On the Bund even live-streamed on Fliggy to embrace the travel recovery in China.
The membership-integration deal marks a new milestone for both sides. It has expanded Fliggy’s membership system by adding Hilton to its current mix of collaborating brands such as Marriott, Shangri-La, Club Med and BTG Home Inn.