智通财经APP获悉，中信证券发布研报称，同程旅行(00780)近日宣布以24.97亿元全资收购万达酒店管理(香港)公司，进一步完善其酒店管理业务布局。此次收购标的万达酒管采用轻资产运营模式，目前管理204家高端及豪华酒店，并拥有1700万高端会员资源，与艺龙酒管现有会员体系形成良好互补。中长期来看，公司核心OTA业务有望凭借流量优势和技术赋能持续领跑行业，公司有望通过内生外延发展的PMS、旅行社、酒店管理等新业务助力公司从OTA平台逐步转型综合出行服务平台，维持“买入”评级。
从估值角度看，本次收购对应2023年EV/EBITDA 9.5倍，处于华住和锦江等可比公司估值中枢，考虑到万达酒管在高端酒店市场的品牌稀缺性，交易定价具备合理性。预计收购完成后，万达酒管每年将为同程贡献超2亿元的增量税前利润。同程自2021年起加速布局酒店管理业务，通过本次收购成功补全了其在豪华及高端酒店市场的空白，使艺龙酒管科技形成了从经济型到豪华、从有限服务到全服务的完整品牌矩阵。
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