HANGZHOU – In a move set to transform travel connectivity between China and South Korea, Fliggy, the online travel subsidiary of Alibaba Group, and South Korean budget carrier Eastar Jet have officially entered into a strategic partnership. The agreement, signed in Hangzhou on September 10, marks a major step toward digitizing the cross-border travel experience through the integration of artificial intelligence and expansive marketing collaboration.
The partnership aims to streamline the way travelers book flights while enhancing service efficiency through the adoption of advanced technology. Central to the collaboration is the integration of Fliggy’s agentic AI travel assistant and Alibaba’s proprietary Qwen large language models. These tools will power new “Flight+” bundle products, offering travelers highly personalized and cost-effective travel packages. Furthermore, Eastar Jet will leverage Fliggy’s robust digital ecosystem—including livestreaming channels and influencer-led marketing campaigns—to bolster its brand visibility across the Chinese mainland.
The collaboration comes at a pivotal time for tourism between the two nations. Data from Fliggy reveals a significant surge in interest, with bookings for South Korean travel products by Chinese tourists increasing by more than 40% year-over-year during the recent summer season. Conversely, demand from Korean travelers heading to China has spiked, with flight bookings rising by nearly 100% over the same period.
“We look forward to expanding our reach among Chinese travelers through our partnership with Fliggy and unlocking new demand for travel to South Korea,” said Cho Jung-seok, Chairman and CEO of Eastar Jet. “We are committed to strengthening tourism exchanges between the two countries.”
Eastar Jet currently maintains a dense network of routes connecting South Korea to several Chinese hubs, including Shanghai, Yanji, Zhangjiajie, Yantai, and Zhengzhou, as well as the Hong Kong, Macau, and Taiwan markets. By aligning with Fliggy, the airline expects to tap into a broader customer base and improve its conversion rates significantly.
Li Chen, Vice President and General Manager of Transportation at Fliggy, emphasized the strategic importance of the deal. “We are pleased to deepen our cooperation with Eastar Jet, which further strengthens the quality of Fliggy’s flight supply across East Asia and Southeast Asia,” Chen stated. “Together, we will be better positioned to serve cross-border travel between China and South Korea and give our users a more convenient and higher-quality experience.”
Fliggy’s reach continues to expand globally, with its booking services now integrated into more than ten major search, e-commerce, and e-wallet platforms—including Alipay HK, Touch ’n Go, and GCash—facilitating seamless travel management for international users. As the partnership evolves, both companies plan to continue innovating their service offerings, signaling a broader push toward a fully digitized and AI-driven future for the regional aviation and tourism industry.
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