JD.com has formally ventured into the hotel and travel industry, issuing an open letter that announces a groundbreaking zero-commission policy for up to three years for hotel merchants participating in the 'Hotel PLUS Membership Program'. Leveraging its vast network of 800 million high-spending users and corporate clientele, JD.com aims to shake up the status quo in the Online Travel Agency (OTA) market. The current OTA market is characterized by high concentration, with commission rates being a point of contention. JD.com's bold move is poised to catalyze significant industry shifts.

While JD.com has already begun to establish its presence in the hotel and travel sector, it will undoubtedly take time to dismantle the established market landscape. Concurrently, the hotel industry is actively working towards reducing its dependence on OTAs and bolstering direct sales channels.