The travel industry jumped into the world’s largest shopping day, and early reports indicate that the move paid off with Single’s Day sales volume for travel increasing 40 percent year-on-year across platforms, Sina Finance reported. Perhaps even more striking: many of the top-selling travel packages or activities were luxury experiences—11,000 reservations, that sometimes required deposits, were made at overseas Michelin-starred restaurants, for example—or were for business-class trips to far-flung destinations like the Arctic.

This year, more travel brands partnered with China’s online travel agencies to get in on the sales promotions. Alibaba’s online travel agency Fliggy partnered with more than 100 airlines and 130 high-end hotels for discounts during the 11/11 shopping festival, according to local media outlet China News.

Fliggy partnered with airlines, high-end hotels, and other travel service providers to offer hundreds of thousands of deals on Singles’ Day

Fliggy offered more than 400,000 overseas packages, including attraction and activities tickets, for the shopping holiday, China News reported. The overall sales volume of travel products increased 30 percent year-on-year across online travel agencies. Increased sales on Fliggy are likely related to Alibaba, the company that first launched the Singles’ Day shopping event 10 years ago, promoting the travel sales on Tmall.

The company reported over 67,000 activities, including paragliding, fishing trips, bungee jumping, and hot air balloon rides, were booked through the platform on November 11. Fliggy also noted at more than 3,000 customers booked Arctic and Antarctic trips on the platform.

It wasn’t only Fliggy that saw an increase in sales during Singles’ Day, as the day saw 30 percent year-on-year growth in online travel reservations

It wasn’t only activities that interested deal-seekers on Singles’ Day. The company reported that business class product sales increased 300 percent year-on-year. There were also more than 700,000 nights booked at high-end hotels and another 100,000 reservations made at five-star hotel buffets. It even sold out of tickets for the $11,500 (RMB 80,000) “Seven Stars in Kyushu” train suite in five minutes.

Fliggy also reported that 54 percent of customers this year are from so-called third- and fourth-tier cities, showcasing China’s consumption upgrade trend and that discounts are making travel more accessible to those outside the major hubs.

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Corporate Earnings, Travel Trends