Fliggy is transforming into an “omni-intelligent travel agent” by embedding multi-agent AI across its platform to deliver highly personalized, end-to-end travel planning and smarter operational tools for both travelers and industry partners.
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GLOFliggy, Alibaba’s leading online travel platform, is accelerating its transformation into what it calls an “omni-intelligent travel agent,” a next-generation model that uses advanced artificial intelligence to deliver highly personalized, end-to-end travel planning at scale. The shift marks one of the most significant evolutions in China’s digital travel ecosystem as AI adoption reshapes how consumers search, book, and experience travel.
A Multi-Agent AI Travel Assistant at the Core
Earlier this year, Fliggy introduced AskMe, an AI-powered travel assistant designed not as a single chatbot, but as a network of specialized AI agents working together. Each agent focuses on a different task—such as flights, hotels, itinerary planning, budgeting, local experiences, or discount hunting—allowing the system to handle complex travel requests more accurately and flexibly.
Over time, AskMe has gained additional features including:
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Dynamic itinerary maps
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Heat-maps showing real-time destination trends
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Photo-activated audio guides
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Local recommendations and planning tools
On the business side, Fliggy’s corporate travel division has launched dedicated AI agents that assist employees with trip planning while helping companies manage travel policies and compliance automatically.
AI Behind the Scenes: Faster Operations, Smarter Merchants
Fliggy’s shift is not only consumer-facing. AI is being embedded across the entire platform to streamline merchant operations and improve product quality. New tools can transform a simple travel-agency itinerary document into a polished, publish-ready product listing in under a minute—dramatically reducing manual work and increasing speed to market.
Customer service is also evolving, with a growing portion of traveler inquiries being handled by AI agents capable of understanding context, preferences, and past behavior.
A New Model Beyond the Traditional OTA
Fliggy believes that the classic online travel agency model—where users search, compare options, and book—no longer meets modern traveler expectations. The platform’s new “omni-intelligent” model is designed to provide:
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Personalized travel planning
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Real-time recommendations during travel
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Integrated assistance before, during, and after the trip
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Support for both consumers and tourism partners
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Multilingual AI interpretation for outbound Chinese tourists
By combining human-like reasoning with massive data processing, the platform aims to break the long-standing trade-off between personalization, scale, and cost—something traditional OTAs have struggled to achieve.
What This Means for the Global Travel Industry
Fliggy’s transformation reflects broader shifts that other travel brands will likely need to adopt:
1. Multi-Agent AI Is the Future of Travel Assistance
Single-chatbot systems cannot handle the complexity of travel. Multi-agent orchestration is emerging as a more powerful, scalable model.
2. Personalization Is Becoming a Core Differentiator
Travelers increasingly expect recommendations tailored to their budget, interests, and travel style.
3. Operational Automation Is a Competitive Edge
Platforms that reduce workload for suppliers—such as hotels, tour operators, and destination marketers—will attract stronger partnerships.
4. Chinese Outbound Travel Will Demand AI-Integrated Solutions
As outbound travel continues to rebound, destinations that integrate Chinese-language AI tools will have an advantage.
5. Travel Service Will Shift From Transactional to Holistic
Instead of ending at booking confirmation, travel platforms are evolving into full-journey companions.
Challenges Ahead
Fliggy’s ambition also comes with challenges, including managing data privacy, ensuring smooth human-AI handoffs during complex cases, and maintaining consistent alignment with global supplier systems. However, its rapid progress signals that AI-first travel ecosystems are no longer theoretical—they are already taking shape.
Fliggy’s move toward becoming an “omni-intelligent travel agent” marks a major step forward in the evolution of global travel technology. By integrating multi-agent AI across the consumer journey and internal operations, the platform is reinventing what a travel service can be: more personalized, more responsive, and more seamlessly connected to real traveler needs.
As global tourism rebounds, Fliggy’s approach provides a glimpse into the future—one where the travel experience is guided not by search boxes and filters but by intelligent, context-aware assistants that accompany travelers every step of the way.
Source: Fliggy
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