Mafengwo: From Travel Community to Global Tourism Powerhouse

Abstract

This case study explores the transformative journey of Mafengwo, a leading travel platform in China, from 2015 to the present. It examines Mafengwo's strategic shift from a community-based model to a comprehensive travel service platform, focusing on its commercialization efforts and expansion into transaction-based revenue streams. The narrative highlights the visionary leadership of co-founders Chen Gang and Lv Gang, who leveraged extensive data research and strategic foresight to position Mafengwo as a global travel consumer guide. The case delves into the company's innovative use of the Youyun SaaS system to enhance productivity and flexibility for travel agencies and its efforts to capitalize on the “new golden decade of freedom” in tourism. It outlines Mafengwo's launch of “new tourism methods” and its comprehensive community upgrade to meet personalized travel demands. The case concludes with an overview of Mafengwo's plans to integrate AI travel tools, underscoring the company's commitment to leveraging big data for personalized scaling in the tourism industry.