SAMR INVESTIGATES ALLEGED ABUSE OF DOMINANT MARKET POSITION BY CTRIP GROUP
Background
The State Administration for Market Regulation of China ("SAMR") launched a special investigation into the online travel agency (OTA) sector after receiving numerous complaints from hotel and homestay merchants across the country over an extended period. The investigation focuses on whether Ctrip Group, a leading player in China’s online travel market, engaged in a series of practices that may constitute an abuse of dominant market position under the Anti-Monopoly Law of China. Ctrip and its affiliated platforms, including Qunar, reportedly account for approximately 56% to 70% of the domestic online hotel and travel service market, placing the group in a leading position within the industry.
Relevant merchants alleged that Ctrip adopted multiple measures restricting their operational autonomy, including requiring hotels and homestays to accept exclusive cooperation arrangements (the "either-or" practice), influencing merchant pricing through algorithm-based tools, unilaterally increasing platform commissions and imposing restrictive operating rules. Local market supervision authorities in various regions across China, including Yunnan Province, Guizhou Province and Zhengzhou Municipality, reportedly interviewed Ctrip on multiple occasions since 2025 regarding these concerns, although the effectiveness of the rectification measures remained subject to debate.
On 14 January 2026, SAMR officially opened an investigation into Ctrip Group for suspected abuse of dominant market position under the Anti-Monopoly Law and dispatched an investigation team to conduct on-site inspections at Ctrip’s headquarters and collect evidence from merchants, consumers and internal operating data.
Regulatory Implications
Building upon prior local regulatory actions, SAMR’s investigation reflects a broader antitrust review of platform business practices. According to publicly available information, the authority is examining whether practices such as the "either-or" requirement, algorithm-driven price intervention, traffic allocation mechanisms and unilateral commission increases may constitute an abuse of dominant market position under the Anti-Monopoly Law.
The investigation suggests that competition authorities may increasingly scrutinize platform operating rules, algorithm settings, traffic allocation mechanisms and commission structures. In particular, regulators appear to be focusing on whether platform operators use their technological capabilities, traffic advantages or market position in a manner that may restrict competition or impair merchants’ operational autonomy.
Should SAMR ultimately determine that violations have occurred, the Anti-Monopoly Law authorizes the authority to impose administrative penalties, including fines calculated on the basis of the undertaking’s turnover, and to order the cessation of unlawful conduct and implementation of corrective measures.
Rectification Actions of Ctrip and Follow-up Supervision Progress
Following the initiation of the investigation, Ctrip stated that it would fully cooperate with the regulatory review and actively implement rectification measures. The platform subsequently removed the special "Gold Medal" label that had attracted regulatory attention and discontinued the "Price Adjustment Assistant" tool, which had been criticized for potentially interfering with merchants’ pricing decisions.
However, subsequent feedback from merchants in Guangdong, Zhejiang, Yunnan and other regions suggested that certain concerns relating to traffic allocation mechanisms and pricing practices had not been fully resolved. These issues remain subject to further review and verification by the competent authorities.
As of the date of writing, the investigation remains ongoing and no final decision or administrative penalty has been announced by SAMR.
Conclusion
The investigation into Ctrip Group reflects China's continued focus on antitrust enforcement in the platform economy and signals heightened regulatory scrutiny of online travel service platforms. Although the outcome of the investigation remains uncertain, the case highlights the increasing attention being paid by competition authorities to platform governance, algorithm management, merchant relations and pricing mechanisms.
For platform operators with significant market positions, the case serves as a reminder to regularly review their business practices, platform rules and commercial arrangements from an antitrust compliance perspective. As China’s antitrust enforcement regime continues to evolve, compliance management is likely to remain a key regulatory priority for large digital platforms.