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JD.com’s (HK:9618) latest move into China’s travel industry has rattled the market, triggering a sell-off in major online travel and service stocks. The e-commerce giant launched a hotel membership program with a zero-commission model, aiming to disrupt the sector and draw both consumers and hotel partners with cost-saving incentives.
In a public letter to hoteliers, JD.com announced plans to offer supply-chain services to reduce operational costs and improve guest satisfaction. The zero-commission structure is expected to last up to three years, during which JD.com also intends to boost traffic to participating hotels through its platform. This strategy mirrors JD’s aggressive expansion into the food delivery market, where it similarly waived commissions to compete with rivals Meituan and Ele.me.
Investor reaction was swift. Trip.com Group (HK:9961), China’s top online travel agency, fell roughly 5% in Thursday trading, while Meituan (HK:3690), which operates both food and travel services, dropped nearly 4%. JD.com’s own shares dipped over 3%, reflecting cautious sentiment amid rising competition and broader market tension.
The overall sell-off was also driven by geopolitical risk, as rising Middle East tensions pressured Asian equities. Reports of potential U.S. strikes on Iran added to investor unease, dragging Hong Kong’s Hang Seng Index down more than 2%.
JD.com’s hotel initiative signals a strategic push to diversify its services and challenge existing travel leaders. As it leverages its logistics infrastructure and consumer base, the battle for market share in China’s online travel sector is set to intensify. With competitors adjusting to the new landscape, the zero-commission model could redefine pricing and partnership dynamics in the industry.
