After weeks of speculation, Chinese e-commerce giant JD.com has officially announced its foray into the travel and hospitality sector.
In a June 18th announcement, JD.com’s official WeChat account, “JD Blackboard,” released an open letter to all hotel operators. The letter unveiled the “JD Hotels PLUS Member Program,” offering up to three years of commission-free service for participating hotels.
JD.com aims to leverage this new channel to provide supply chain services to the hotel industry, optimizing costs and fostering collaborative growth. The company hopes to drive the healthy and sustainable development of the sector.
JD.com Chairman Liu Qiangdong has also weighed in, highlighting the strategic alignment of the move with JD.com’s existing supply chain expertise.
A comparative analysis conducted by Sina Tech revealed some initial shifts in the online travel agency (OTA) landscape:
Firstly, JD.com is attracting users with a “combination punch” of bundled accommodation and food delivery coupons. While airfare prices currently match those of competitors like Ctrip and Fliggy, hotel bookings offer competitive value thanks to subsidies.
Secondly, JD.com is actively recruiting industry professionals, although reports of aggressive “headhunting” with inflated salaries appear exaggerated. Some positions offer salaries 20-30% higher than industry averages, but the geographic scope of these roles remains limited.
Opening the JD.com app today, users can find dedicated sections for travel, including flights and train tickets. New users can also claim subsidies valued at 145 yuan.
Price comparisons, conducted without membership benefits, show that a Beijing-Shanghai flight (MU5100) on JD Travel is priced similarly to those offered by Ctrip and Fliggy, without significant discounts.
However, a key differentiator appears to be JD.com’s “no-bundling” approach to airfare sales, eliminating any default selections for insurance or other add-on services.
As one industry insider told Sina Tech, “The bundling of services and hidden fees, such as pre-selected insurance, often leads to customer dissatisfaction. JD.com’s focus on unbundled tickets is a strategic move to address this customer pain point.”
From left to right: JD.com, Fliggy, Ctrip
In the accommodation segment, JD.com is offering significant platform subsidies and food delivery coupons to attract users.
Analysis of various hotel options reveals that nearly all accommodations offer official subsidies. For example, when comparing the price of a Jinjiang Inn near Shanghai’s People’s Square, JD.com’s offer, including official subsidies and first-time user benefits, is more competitive than offers from Ctrip or Fliggy. Combined with the addition of food delivery coupons, the offers are likely to attract new customers.
From left to right: JD.com, Ctrip, Fliggy
JD.com’s food delivery service has gained significant traction over the past six months and is positioned as a key component of its travel strategy. The business is already integrating platform subsidies and attractive food delivery coupons to generate buzz and drive hotel bookings.
The exact profit margins JD.com will apply to its travel business is unknown. Sina tech reached out to JD.com for clarification but did not receive a response by press time.
Notably, in its official announcement, JD.com is offering hotels up to three years of commission-free participation in the “JD Hotels PLUS Member Program,” indicating a focus on market penetration rather than immediate profit maximization.
“Triple Salary Headhunting” Claims: Fact or Fiction? The Focus is Still on Talent Acquisition
Rumors circulated that JD.com was offering salaries three times higher to lure talent from established online travel platforms like Ctrip and Tongcheng. Industry professionals interviewed by Sina Tech, acknowledged that such claims inflate, however JD.com is certainly aiming to increase its pool of people.
A salary comparison on BOSS Zhipin revealed that JD.com offered 20-40K yuan per month with a 19-month bonus structure for “Planning Manager” positions. In comparison, Qunar (eLong) offered 23-28K yuan per month with a 16-month bonus structure for similar positions.
While data indicates JD.com is offering competitive salaries, the “triple salary” claims appear to be an exaggeration.
Some industry insiders also commented that JD.com’s current talent acquisition focus is relatively limited in geographic scope.
Sina Tech observed that JD.com’s hiring primarily concentrates in Beijing, with roles focused on business analysis, sales & operations, planning, product management, and technology management.
In comparison, Ctrip is actively recruiting for positions in various international locations, including London, Tokyo, Kuala Lumpur, and Bangkok, covering a wider range of travel sectors. Ctrip’s website promotes “1160 open job positions” in 75 cities across 23 countries and regions.
Sina Tech reached out to JD.com for comment on the alleged “triple salary” hiring practices, but the company did not respond by publication time.
Expert: Food Delivery Provides Strategic Advantage in the Travel Business
The domestic tourism sector is experiencing a recovery, creating significant growth opportunities for companies like JD.com.
Data from the Ministry of Culture and Tourism indicates that domestic travel reached 1.794 billion trips in the first quarter of 2025, an increase of 375 million trips year-over-year, representing a 26.4% increase.
JD.com’s food delivery service, which currently processes over 25 million orders daily, with a market share of 12%, provides a valuable channel to drive traffic to its expanded travel business. Building on experience in related ventures allows JD.com to test and adjust its strategy with flexibility and insight.
Industry analyst Zhang Shule told Sina Tech that JD.com has been contemplating an entry into hospitality for a while now, as this is a natural extension of the e-commerce business. Given JD.com’s substantial market share on food delivery platforms, an online travel sector is well worth attempting. Leveraging JD’s reputation for providing quality e-commerce services, the company is now primed to provide consumers with a new option for hospitality and improve the overall user experience. The market is still dominated by online platforms, although the arrival of new players will encourage change.
Original article, Author: Tobias. If you wish to reprint this article, please indicate the source:https://aicnbc.com/2827.html
