Mafengwo, a social trip-planning site, has raised a further $133 million to turn the business into an Alibaba-style shopping mall focused on travel aimed at mainly younger Chinese independent travellers.

Mafengwo claims more than 100 million registered users contributing and consuming its content, with nearly 4 million active monthly users of its mobile app, offering travel guides with advice on attractions, hotels, flights, travel routes, maps, dining recommendations, visas and insurance. Users have easy booking access for trips through affiliate deals with Booking.com, Agoda, Ctrip and eLong, as well as tickets to sports events, local tours and hotel reservations.

Mafengwo’s goal is to boost transactions by providing more tailored recommendations of things to buy, for instance via coupons to be redeemed in duty free shops.

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