携程叫停AI自动调价，将酒店定价权归还商家？

去消费pro03-06

携程正式对外宣布，将于3 月 10 日在商家管理后台下线 “AI 生意助手”，即行业热议的调价助手据读秒财经报道，2026 年 3 月 5 日，携程正式对外宣布，将于3 月 10 日在商家管理后台 E-Booking 下线 “AI 生意助手”（即行业热议的调价助手），成为国内首个主动叫停自动调价工具的在线旅游平台。这一举措被视为平台治理与行业生态的重要转向，标志着携程从依赖算法控价转向归还商家经营...

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生意助手”（即行业热议的调价助手），成为国内首个主动叫停自动调价工具的在线旅游平台。这一举措被视为平台治理与行业生态的重要转向，标志着携程从依赖算法控价转向归还商家经营自主权。此次下线的调价助手，曾是携程用于维持平台价格竞争力的核心工具。该功能通过系统实时扫描竞品平台房价，自动对商家房源进行降价调整，部分商家反映即便主动关闭功能，系统仍会依据平台价格一致性要求重新启动调价，导致酒店定价权旁落、利润被持续挤压，甚至出现售价低于成本的情况。长期以来，这类工具成为酒店行业非理性价格战的推手，商家被迫陷入 “越降越亏、越亏越降” 的循环，也引发多地监管关注与商家集中投诉。携程方面表示，下线自动调价工具，是基于行业高质量发展的主动调整。平台在收集多方反馈后意识到，依赖算法的价格管控已不符合行业长期利益，此举旨在减少恶性价格内卷，把定价权交还给酒店商家，帮助其恢复合理盈利空间，进而推动行业从价格竞争转向服务品质竞争。为避免商家因失去自动调价工具陷入定价困扰，携程将保留后台 “经营指导” 与 “数据中心” 板块，仅提供市场参考数据与定价建议，不再执行强制改价，所有价格调整均由商家自主决策、手动操作，彻底切断算法对定价的直接干预。从行业视角看，携程此次主动 “砍断” 算法控价之手，不仅是对商家诉求与监管导向的回应，更将重塑 OTA 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