旅游门店杀回来了，但这次，它们都变了_老虎社区_美港股上老虎

旅游门店杀回来了，但这次，它们都变了

蓝鲸财经05-14

作者 |闻旅 Ariel今年跑市场，一个感觉越来越强烈：旅行社门店，这个曾被判了死刑的物种，不仅活过来了，还在疯狂扩张。众信旅游喊出2026年签约5000家，广之旅这个华南老炮破天荒地北上进京，途牛线下门店已经超过400家，携程系更是直奔7000家去了。连一向轻资产的飞猪，都在机场悄悄布了点。看起来，像是时光倒流了。但你要是真走进几家店看看，就会发现，这和十年前那种玻璃门上贴着“云南双飞999”的...

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Ariel今年跑市场，一个感觉越来越强烈：旅行社门店，这个曾被判了死刑的物种，不仅活过来了，还在疯狂扩张。众信旅游喊出2026年签约5000家，广之旅这个华南老炮破天荒地北上进京，途牛线下门店已经超过400家，携程系更是直奔7000家去了。连一向轻资产的飞猪，都在机场悄悄布了点。看起来，像是时光倒流了。但你要是真走进几家店看看，就会发现，这和十年前那种玻璃门上贴着“云南双飞999”的夫妻店，根本不是一回事。死的死，生的生，洗牌早就开始了先说一个反差。今年上半年，市面上有一大批传统小门店悄无声息地关掉了，同比增幅超过20%。但另一边，携程、众信这些巨头的门店，却在加速开。一关一开之间，市场实则正在悄然收割。中小旅行社扛不住了。没有品牌背书，拿不到好资源，线上玩不转，线下等客上门，客户还要跟你砍价。这仗怎么打？而巨头们不一样。他们有品牌、有供应链、有流量，开一家店，就是插一面旗。市场蛋糕在变大，但分蛋糕的刀叉，已经不在小玩家手里了。这才是这轮扩张的底层逻辑：不是市场突然需要更多门店了，而是巨头们在瓜分地盘。众信在卖产品，携程在卖平台表面看，大家都在开门店。但往深了看，打法截然不同。先说众信。我前段时间探访过他们的店，有个细节很有意思：在外埠市场，众信99%以上的门店是加盟的，但它不收零售佣金。什么意思？店里卖出一个团，利润全是加盟商的，众信不分成。它赚的就是批发与零售之间的差价。这背后，是典型的货源驱动，众信自己就是个超级批发商，深耕出境游二十年，手里攥着一堆稀缺资源，极地邮轮、主题IP线这些东西，小旅行社根本碰不到。所以它的逻辑很简单：我负责搞定最牛的产品，你负责搞定身边最牛的人。一个是供货的，一个是卖货的，利益绑在一起，谁也别坑谁。而携程，走的是平台那套逻辑。携程门店模式以线上庞大流量为核心支撑，为流量提供线下服务落点，品牌方全程赋能加盟商——输出成熟品牌、丰富产品库及整套运营系统，让加盟商可依托携程招牌开展业务。这种模式能快速强化品牌曝光、抢占市场份额，实现“将缩小版携程前置到消费者身边”的布局，凭借线上流量优势与线下服务场景的结合，高效触达用户、提升服务便捷性，成为其核心优势所在。至于飞猪，更加“旁观者”的姿态。它开的那些店，更多是给传统旅行社打个样——“你看，按我这套模式来，你也能数字化”。它想输出的，是阿里生态的技术、流量、88VIP，而不是真的亲自下场卖旅游。这是个赋能者。线上巨头为什么非要往线下扎？这个问题，其实很多人问反了。不是“为什么去线下”，而是“线下到底有什么是线上永远给不了的”。三个字：信任感。今年旅游市场有个显著变化，银发族起来了。这群人有闲有钱，但你就是没办法让他们在APP上完成一笔五位数的南极邮轮订单。他们需要见到人，需要面对面聊，需要一种“万一出了事我找得到你”的踏实。这种踏实感，是门店最大的护城河。还有一个被反复提及的词：服务闭环。线上种草，线下成交。线上比价，线下咨询。线上投诉，线下解决。听起来很顺，但真正做到的企业少之又少。因为这意味着你不仅要会玩流量，还得会管人、管店、管供应链，一条都不能断。目前来看，离这个闭环最近的，还是携程。但离客户最近的，是众信那群扎在店里和客人喝茶的旅游顾问。结语：所以，这一轮旅游门店的复辟，千万别用老眼光去看。它不是传统旅行社的回光返照，而是整个行业被互联网洗礼之后，重新认识到“人”的价值的一场回归。它也不再是渠道之争，而是生态之争。携程们在用流量和技术往下打，众信们在用产品和信任感往上顶。最终能赢的，不会是纯线上的平台，也不会是纯线下的门店。而是那个能把线上效率和线下温度真正揉在一起的人。","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,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"hasMoreComments":false,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":1,"likeStatus":false,"favoriteStatus":false},"isCrawlerRequest":true}