Qantas has signed a new deal with Alibaba Group, which will give it access to the largest online network of consumers in Greater China, also targeting the younger demographic of Chinese consumers.
Qantas and Alibaba Group’s online travel service platform, Fliggy, have signed a Memorandum of Understanding (MOU) to establish a strategic relationship, which will allow Chinese customers to book Qantas flights directly on the site.
The new deal also has scope for joint marketing campaigns to Alibaba Group’s 507 million mobile active users.
As part of Alibaba Group’s ecosystem, Fliggy is a major direct sales platform for airlines targeting the China market, with more than 20 international carriers running online booking stores, called Fliggy flagship stores, on the platform. Currently, around 75 percent of Alibaba Group’s users are aged 35 years and younger.
Qantas International CEO, Gareth Evans, advised the partnership with the Chinese online platform will make it easier for a large number of potential customers to purchase Qantas flights, in particular, younger consumers.
“With travel between China and Australia booming, a Qantas booking page on Fliggy is an exciting opportunity for us to have a connection with younger Chinese travellers, who increasingly turn to mobile applications like Fliggy and online sites to research and purchase travel,” he said.
“Australia is one of the top destinations on the wish list for many Chinese travellers, and following the launch of our direct service from Beijing to Australia in January, we now have the Qantas Group’s largest ever network in Greater China,” explains Evans.
Qantas’ partnership with Fliggy forms another part of our growth strategy for China and the broader Asian region, according to the Australian airline.
“With the popularity of mobile Internet and its impact on commerce, Fliggy can provide brands with a large customer base, as well as facilitate direct communication with their customers,” said Fliggy Vice President, Jerry Hu.
The company says it’s MOU with Quantas will additionally provide consumer insights to help it improve marketing, membership system, services levels, and which can help it optimise the consumer travel experience.
Together with its partners, China Eastern and China Southern, Qantas operates more than 130 weekly return flights between Australia and China, plus close to 250 connecting services to domestic destinations within China. The Jetstar Group of airlines offers more than 30 return flights a week into six Chinese cities from Singapore, Vietnam and Japan.
*Previously known as “Alitrip,” Fliggy is a travel service platform that offers Chinese consumers a range of products and services including domestic and international airline tickets, train and bus tickets, hotel bookings, vacation packages and tourist attraction tickets, through online travel agencies and direct travel service providers.