海量财经丨获客需花钱买流量，中小酒店在携程平台“空挂”无订单_老虎社区_美港股上老虎

海量财经丨获客需花钱买流量，中小酒店在携程平台“空挂”无订单

海报新闻01-15

海报新闻记者孙来彬济南报道国家市场监督管理总局于1月14日正式对携程集团涉嫌滥用市场支配地位立案调查，消息一出，引发酒店与短租行业高度关注。1月15日，海报新闻记者走访多家住宿商家发现，携程平台佣金普遍在10%至15%之间，但部分经营者已对携程“又爱又恨”，既依赖其高端客源，又苦于订单锐减、话语权弱化。国家市场监管总局依法对携程集团有限公司立案调查“我们在携程上现在根本接不到订单。”济南...

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济南报道国家市场监督管理总局于1月14日正式对携程集团涉嫌滥用市场支配地位立案调查，消息一出，引发酒店与短租行业高度关注。1月15日，海报新闻记者走访多家住宿商家发现，携程平台佣金普遍在10%至15%之间，但部分经营者已对携程“又爱又恨”，既依赖其高端客源，又苦于订单锐减、话语权弱化。国家市场监管总局依法对携程集团有限公司立案调查“我们在携程上现在根本接不到订单。”济南我爱我家公寓主理人李女士直言，目前生意主要靠美团和线下的支撑，而携程即便抽成与其他平台相仿，却几乎不再带来有效流量。相比之下，济南菲雅时光酒店负责人刘先生对携程的态度略显复杂。他坦言，携程带来的客户普遍消费能力较强、退订率低，但这种“优质流量”正逐渐萎缩。近几个月，他在携程上的订单量明显下滑，有时甚至连续多日无单。“想要获得订单，需要花钱在平台推流。”刘先生表示，有偿获客方式有多种，比如增加酒店曝光量、房间订单抽成获客等形式。这种“空挂平台”“有偿获客”的状态，正是中小住宿商家在强势平台生态中话语权式微的真实写照。而这种弱势地位，在旅游旺季时往往进一步加剧。云南省旅游民宿行业协会此前就曾公开反映，旅游旺季期间遭到携程等个别平台包括但不限于“二选一”霸王条款、单方面随意涨佣等不正当竞争等行为，涉嫌不正当竞争。不过，并非所有中小经营者都“有幸”成为这些规则的直接对象。济南我爱我家公寓主理人李女士苦笑道，“我连被‘二选一’的资格都没有，因为压根没人来（携程）订房。”济南菲雅时光酒店在携程平台的佣金率为10%在佣金抽成方面，刘先生透露携程与美团等平台基本一致，都在10%到12%之间，虽有说法称美团新店抽成高达15%，但实际后台显示两者差距不大。关于“智能调价助手”是否自动调整房价，刘先生告诉记者，平台上都有类似功能，有批量改价和单独改价，所有操作都要经过商家同意。从消费者角度来看，线上平台订酒店确实优惠不少。以全季酒店济南凤凰路店1月15日报价为例，在携程、美团标价368元起，飞猪低至360元，而直接到店前台报价则为399元，差价最高达近40元。这种“线上更便宜”的普遍现象，表面上看是数字红利，实则背后暗藏平台与商家之间的复杂博弈。有业内人士指出，部分低价可能源于平台补贴或促销活动，但更多时候，是商家在流量依赖下被迫让利的结果。当平台掌握定价建议权、流量分配权，中小住宿经营者往往只能“咬牙跟价”，以维持曝光度和订单量，消费者享受的“实惠”，或许正建立在商家利润被持续压缩的基础之上。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"hasMoreComments":false,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"isCrawlerRequest":true}