广之旅

What 广之旅 does

广之旅, legally 广州广之旅国际旅行社股份有限公司 (Guangzhou Guangzhilv International Travel Agency Co., Ltd.), is a Guangzhou-headquartered full-service travel agency founded in 1998 and operated since March 2016 as the core travel-services subsidiary of Lingnan Holdings (岭南控股, A-share: 000524), a Guangzhou municipal state-owned enterprise group. The company operates a hybrid online-to-offline (O2O) distribution model anchored by its proprietary '易起行' (Yiqixing) one-stop booking platform — accessible via web (gzl.com.cn), mobile app, WeChat official accounts, and mini-programs — supplemented by a network of physical retail stores throughout Guangzhou and dedicated enterprise-client channels.

Its product matrix covers the full travel-services stack: group tours (跟团游) spanning domestic, outbound, and Greater China itineraries; FIT packages (自由行) combining flights and hotels; private customized family travel ('一家一团'); corporate and incentive travel; local experiences ('当地玩乐'); hotel and attraction ticket bookings; outbound visa processing; cruise vacations distributed under agency partnerships with Royal Caribbean, Disney Cruise Line, AIDA Cruises, Princess Cruises, and others; outbound WiFi device rental; and a points-based membership mall. Destination coverage spans Southeast Asia, Northeast Asia, Europe, the Americas, Africa, the Middle East, Oceania, and the Greater China region. Revenue is generated primarily through transaction fees and take rates on bookings, supplemented by cruise and visa commissions and a recurring membership/loyalty subscription layer ('广之旅会员俱乐部'), which is integrated with sister-brand Lingnan Hotels' '岭南客汇' membership for cross-brand point interoperability and tier-matched benefits. Marketing is conducted through digital channels (WeChat, paid search, content/SEO on the proprietary platform), co-marketing arrangements with national tourism authorities (Thailand, New Zealand, Australia, Hong Kong), and offline theme halls organized by destination region.

Name

广之旅

Legal name

广州广之旅国际旅行社股份有限公司

Website

https://gzl.com.cn

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

251–500 employees

Short description

广之旅 is a Guangzhou-based full-service travel agency and subsidiary of A-share-listed Lingnan Holdings, operating the '易起行' O2O platform plus offline retail to deliver group tours, FIT packages, customized trips, cruises, hotels, visas, and membership services to leisure consumers and enterprise clients across global destinations.

Ownership category

akta.pro rank

Product category

Travel Agency Services

NAICS

Travel Agencies (56151), Tour Operators (56152)

SIC

Transportation Services (4700)

akta.pro primary industry

Travel Super-Apps & Multi-Service Marketplaces (THAKAAAM)

akta.pro secondary industries

Meetings & Group Travel Management (Corporate/MICE) (THALANAH), Destination & Local Services Marketplaces (Transfers, Guides, City Passes) (THALAFAK)

Keywords

• Group tour packages
• Outbound travel services
• Cruise vacation booking
• Customized travel services
• Hotel and ticket reservations

Headquarters

HQ city

广州

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. 旅游产品分销: 通过线上平台和线下门店销售跟团游、自由行、定制旅游等旅游产品，收取旅游团费及相关服务费用，这是公司核心收入来源。
2. 邮轮旅游: 代理销售皇家加勒比、迪士尼邮轮、爱达邮轮、星梦邮轮等多个邮轮品牌产品，收取服务佣金。
3. 酒店及门票预订: 提供国内外酒店、景区门票、餐券等预订服务，收取预订服务费或佣金。
4. 签证服务: 代理办理各类出境及入境签证服务，收取签证服务费。
5. 会员积分及增值服务: 运营会员俱乐部体系，会员可通过积分兑换礼品或服务，同时提供WiFi租赁等增值服务。

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

广之旅 (Guangzhou GZL International Travel Service Co., Ltd.) operates the "易起行" (Yiqixing) one-stop online travel platform, selling group tours, self-guided travel packages, private family/customized tours, cruise vacations, hotel reservations, attraction tickets, visa processing services, and travel WiFi rentals. The company serves both individual leisure travelers and enterprise clients through its proprietary e-commerce site (gzl.com.cn), mobile app, WeChat channels, and a network of offline retail branches across Guangzhou.

Product overview

广之旅是广州广之旅国际旅行社股份有限公司运营的综合旅游服务平台，旗下拥有「易起行」一站式在线预订平台。产品矩阵涵盖跟团游（出境游、国内游、粤港澳游）、自由行（机票+酒店套餐）、一家一团（私人定制）、当地玩乐、门票、签证、邮轮、WIFI租赁等全品类旅游服务。配套会员体系包括广之旅会员俱乐部和岭客汇会员互通计划，支持积分累积和兑换。

Differentiator

Problem solved

Functional benefit

Brands

• 非洲馆: 广之旅推出的非洲和中东旅游产品专题馆，包含肯尼亚、摩洛哥、南非、埃及等目的地深度游线路。
• 东南亚馆
• 欧洲馆
• 中东非馆

Quantifiable outcome

• 客户好评率99%

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• 岭南控股（000524）coreOthers岭南控股是广之旅的母公司（控股方），广之旅是岭南控股旗下旅行社业务的运营主体。岭南控股为A股上市公司（代码000524），广之旅作为其核心资产，承担主要的旅游产品分销和服务运营职能。
• 岭南酒店/岭客汇majorGTM or Marketing Partner广之旅与广州岭南国际酒店管理有限公司建立会员互通协议，实现'广之旅会员俱乐部'与'岭南酒店岭客汇'会员体系的互通互联，会员等级匹配、积分互换，提升会员价值。
• 泰国旅游局majorGTM or Marketing Partner泰国旅游局与广之旅开展目的地联合推广合作，通过广之旅渠道推广泰国旅游产品，包括曼谷、普吉、清迈等热门目的地。
• 新西兰旅游局majorGTM or Marketing Partner新西兰旅游局与广之旅合作推广新西兰旅游线路，包括南北岛全景游、皇后镇、基督城等目的地。
• 澳大利亚旅游局majorGTM or Marketing Partner澳大利亚旅游局与广之旅合作推广澳大利亚及新西兰旅游产品，涵盖悉尼、墨尔本、大堡礁等主要目的地。
• 香港旅游发展局majorGTM or Marketing Partner香港旅游发展局与广之旅合作推广香港旅游，涵盖香港迪士尼、海洋公园、港珠澳大桥等景点及酒店、购物产品。
• 皇家加勒比游轮majorChannel Partner/ Reseller/ Distributor广之旅作为皇家加勒比游轮的代理商，销售海洋光谱号、海洋圣歌号等邮轮产品，覆盖越南、韩国、阿拉斯加等航线。
• 迪士尼邮轮majorChannel Partner/ Reseller/ Distributor广之旅作为迪士尼邮轮的直连代理或重要分销商，销售迪士尼探险号等邮轮产品，提供新加坡出发的航线预订服务。
• 爱达邮轮majorChannel Partner/ Reseller/ Distributor广之旅代理销售爱达邮轮魔都号、花城号等产品，覆盖越南、韩国、东南亚等航线。
• 广之旅海外咨询服务有限公司minorOthers广之旅的关联海外公司，提供海外旅游咨询服务。

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Mafengwo (马蜂窝): Travel content/community platform with integrated booking features, popular among younger Chinese travelers for tour inspiration and discovery. Partial overlap with GZL's FIT and customized travel segments, particularly for outbound destinations.

Direct peers

• Spring Tour (春秋旅游): Large Chinese travel agency operating its own online booking platform with focus on group tours, FIT, and outbound travel packages. Comparable mid-to-large traditional-agency-turned-online-platform player serving similar B2C and B2B travel demand.
• Lvmama (驴妈妈旅游网): Online travel agency with strong focus on packaged tours, theme travel, and ticket booking. Comparable tour-centric OTA competing for similar leisure traveler demand, particularly around group itineraries and domestic destinations.
• China Travel Service (CTS, 中国旅行社): One of China's largest traditional state-affiliated travel agencies, offering group tours, FIT, cruises, visas, and MICE services across an extensive nationwide retail network. Highly comparable to 广之旅 as a full-service traditional travel agency that has expanded into online booking.
• Tuniu (途牛): Online travel agency specializing in outbound and domestic packaged tours, with strong tour product depth and direct supplier relationships. Comparable focus on group and customized tour packages through a digital booking platform.
• China Youth Travel Service (CYTS, 中青旅): Major traditional Chinese travel agency with both inbound/outbound tour operations and online booking platform. Closely comparable business model combining retail storefronts, packaged tours, customized itineraries, and corporate travel services.

Broad incumbents

• Meituan (美团): Super-app offering hotels, attraction tickets, local activities, and increasingly packaged tours. Competes for the same discretionary travel spending, particularly on tickets, local experiences, and short-haul leisure travel.
• Fliggy (飞猪): Alibaba's online travel platform combining flights, hotels, packages, and visa services. Comparable multi-category travel booking experience, leveraging Alibaba's traffic and payments ecosystem at a scale far beyond GZL.
• Tongcheng Travel (同程旅行): Major Chinese OTA with strong position in lower-tier cities, mobile-first bookings, and hotel/air ticketing. Competes for the same leisure traveler wallet, particularly on domestic tours and FIT packages.
• Trip.com Group (Ctrip, 携程): China's largest OTA dominating hotel, air, rail, and tour bookings via flagship Ctrip, Qunar, and Trip.com platforms. Overlaps heavily with GZL's offerings but operates at vastly larger scale with national reach and proprietary supplier contracts.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/%E5%B9%BF%E4%B9%8B%E6%97%85

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 广之旅