Intent recommendation serves as a precision conduit aligning user demands with content supply, shifting recommendations from passive matching to proactive need comprehension. It is widely used in Intelligent Customer Service, especially during session initiation and conversation conclusion. Existing methods predominantly exploit historical behaviors to infer user's current intent, yet overlook the influence of forthcoming user behaviors—since current intent being intrinsically coupled with the behaviors users are poised to perform. Motivated by this insight, we propose the Next-Behavior-Aware Network (NBA-Net), grounded in the accurate generation of the next-behavior and its efficient guidance of the main learning process. NBA-Net incorporates two core modules: (1) Next-Behavior Generation Module (NBGen), which mitigates insufficient behavioral intent mining via forward deduction and reverse tracing of behavioral migration vectors under closed-loop supervision. (2) Next-Behavior Guidance Module (NBGui), which progressively activates latent representations and adaptively integrates the next-behavior information to better align the model with user's true intent. Extensive offline experiments confirm the effectiveness of our model, while online A/B testing demonstrates a 5.6% relative improvement in Click-Through Rate.

Train transfer plan ranking has become the core business of online travel platforms (OTPs), due to the flourish development of high- speed rail technology and convenience of booking trains online. Currently, mainstream OTPs adopt rule-based or simple preference- based strategies to rank train transfer plans. However, the insuf- ficient emphasis on the costs of plans and the negligence of con- sidering reference transfer plans make these existing strategies less effective in solving the personalized ranking problem of train transfer plans. To this end, a novel personalized deep network (Plan- Ranker) is presented in this paper to better address the problem. In PlanRanker, a personalized learning component is first proposed to capture both of the query semantics and the target transfer plan- relevant personalized interests of a user over the user's behavior log data. Then, we present a cost learning component, where both of the price cost and the time cost of a target transfer plan are emphasized and learned. Finally, a reference transfer plan learning component is designed to enable the whole framework of PlanRanker to learn from reference transfer plans which are pieced together by plat- form users and thus reflect the wisdom of crowd. PlanRanker is now successfully deployed at Alibaba Fliggy, one of the largest OTPs in China, serving millions of users every day for train ticket reservation. Offline experiments on two production datasets and a country-scale online A/B test at Fliggy both demonstrate the superiority of the proposed PlanRanker over baselines.

In the classical e-commerce platforms, the personalized product-tying recommendation has proven to be of great added value, which improves users' purchase willingness to product-tying by displaying the suitable marketing creative. In this paper, we present a new recommendation problem, i.e., the Pop-up One-time Marketing (POM), where the product-tying marketing creative only pops up one time when the user pays for the main item. POM has become a ubiquitous application in e-commerce platforms, e.g., buy the mobile tying mobile case and buy flight ticket tying insurance. However, many existing recommendation methods are sub-optimal for the creative marketing in the POM scenario due to unconsidering the unique characteristics in the scenario. To tackle this problem, we propose a novel framework named Event-aware Adaptive Clustering Uplift Network (EACU-Net) for the POM scenario, which is to our best knowledge the first attempt along this line. EACU-Net contains three modules: (1) the event-aware graph cascading learning, which employs a heterogeneous graph network to comprehensively learn the embedding for the user attributes, event categories, and creative elements by stage. (2) an adaptive clustering uplift network, which learns the sensitivity of users to creatives under the same context. (3) an event-aware information gain network to learn more information from samples with event affection. Extensive offline and online evaluations on a real-world e-commerce platform demonstrate the superior performance of the proposed model compared with the state-of-the-art method.

Fliggy of Alibaba group is one of the largest online travel platform (OTPs) in China, which provides travel products and travel experiences for tens of millions of online users by the personalized recommendation system (RS). User's future travel intent prediction is one key problem in travel scenario, which decides where and what to recommend, e.g., traveling to a surrounding city or a distant city. Such travel intent prediction problem has a lot of important applications, e.g., to push a notification with surrounding scenic spots recommendation to a user with intent to travel around, or to enable personalized promotion strategies to users with different intents. Existing studies on user's intent are largely sub-optimal for users' travel intent prediction at OTPs, since they rarely pay attentions to the characteristics of the travel industry, namely, user behavior sparsity due to low frequency of travel, spatial-temporal periodicity patterns, and the correlations between user's online and offline behaviors. In this paper, to address these challenges, we propose a dual channel intent evolution network based online-offline periodicity-aware network, DCIEN, for user's future travel intent prediction. In particular, it consists of two basic components including 1) Spatial-temporal Intent Patterns Network(ST-IPN), which exploits users' periodic intent patterns from offline data based on convolutional neural networks; 2) Periodicity-aware Intent Evolution Network(PA-IEN), which captures user's instant intent from online behaviors data and the interactions between online and offline intents. Extensive offline and online experiments on a real-world OTP demonstrate the superior performance of DCIEN over state-of-the-art methods.

Origin-Destination recommendation that recom-mends personalized origin city (O) and destination city (D) of flight itinerary is of great value for both Online Travel Platforms (OTPs) and users. Existing studies on next location recommendation propose to model the sequential regularity of users' check-in location sequences, but cannot well solve two new challenges facing OTPs, namely the necessity of exploring O&D and learning O&D as a whole. To this end, we propose a novel personalized Origin-Destination ranking NETwork (ODNET) for flight recommendation. In particular, a heterogeneous spatial graph (HSG) which models historical interactions between users and cities is designed at first. HSG is then deployed in ODNET to identify user preference Os and Ds by exploring the neighbor-hood information in HSG. To cope with the second challenge, the idea of multi-task learning is employed by ODNET to learn$O$and$D$jointly so as to capture their correlations. Moreover, temporal information of Os and Ds are also considered to further improve the accuracy of origin-destination recommendation. An offline experiment on multiple real-world datasets and an online A/B test both show the superiority of ODNET towards the state-of-the-art methods. Further, the implementation and deployment details of the proposed ODNET at Fliggy, one of the most popular OTPs in China, are also described. ODNET has now been successfully applied to provide high-quality flight recommendation service at Fliggy, serving tens of millions of users.

Online travel platforms (OTPs), e.g., booking.com and Ctrip.com, deliver travel experiences to online users by providing travel-related products. One key problem facing OTPs is to predict users' future travel destination, which has many important applications, e.g., proactively recommending users flight tickets or hotels in the destination city. Although much progress has been made for the next POI recommendation, they are largely sub-optimal for travel destination prediction on OTPs, due to the unique characteristics exhibited from users' travel behaviors such as offline spatial-temporal periodicity and online multi-interest exploration. In this paper, we propose an online-offline periodicity-aware information gain network, OOPIN, for travel destination prediction on OTPs. The key components of the model are (1) an offline mobility pattern extractor, which extracts spatial-temporal periodicity along with the sequential dependencies from the visited city sequence; and (2) an online multi-interests exploration module that discovers destinations that the user might be interested in but not yet visited from their online interaction data.Comprehensive experiments on real-world OTP demonstrate the superior performance of the proposed model for travel destination prediction compared with state-of-the-art methods.

In many classical e-commerce platforms, personalized recommendation has been proven to be of great business value, which can improve user satisfaction and increase the revenue of platforms. In this paper, we present a new recommendation problem, Trigger-Induced Recommendation (TIR), where users’ instant interest can be explicitly induced with a trigger item and follow-up related target items are recommended accordingly. TIR has become ubiquitous and popular in e-commerce platforms. In this paper, we figure out that although existing recommendation models are effective in traditional recommendation scenarios by mining users’ interests based on their massive historical behaviors, they are struggling in discovering users’ instant interests in the TIR scenario due to the discrepancy between these scenarios, resulting in inferior performance. To tackle the problem, we propose a novel recommendation method named Deep Interest Highlight Network (DIHN) for Click-Through Rate (CTR) prediction in TIR scenarios. It has three main components including 1) User Intent Network (UIN), which responds to generate a precise probability score to predict user’s intent on the trigger item; 2) Fusion Embedding Module (FEM), which adaptively fuses trigger item and target item embeddings based on the prediction from UIN; and (3) Hybrid Interest Extracting Module (HIEM), which can effectively highlight users’ instant interest from their behaviors based on the result of FEM. Extensive offline and online evaluations on a real-world e-commerce platform demonstrate the superiority of DIHN over state-of-the-art methods. Our code is available 1.

The travel marketing platform of Alibaba serves an indispensable role for hundreds of different travel scenarios from Fliggy, Taobao, Alipay apps, etc. To provide personalized recommendation service for users visiting different scenarios, there are two critical issues to be carefully addressed. First, since the traffic characteristics of different scenarios, e.g., individual data scale or representative topic, are significantly different, it is very challenging to train a unified model to serve all. Second, during the promotion period, the exposure of some specific items will be re-weighted due to manual intervention, resulting in biased logs, which will degrade the ranking model trained using these biased data. In this paper, we propose a novel Scenario-Aware Ranking Network (SAR-Net) to address these issues. SAR-Net harvests the abundant data from different scenarios by learning users' cross-scenario interests via two specific attention modules, which leverage the scenario features and item features to modulate the user behavior features, respectively. Then, taking the encoded features of previous module as input, a scenario-specific linear transformation layer is adopted to further extract scenario-specific features, followed by two groups of debias expert networks, i.e., scenario-specific experts and scenario-shared experts. They output intermediate results independently, which are further fused into the final result by a multi-scenario gating module. In addition, to mitigate the data fairness issue caused by manual intervention, we propose the concept of Fairness Coefficient (FC) to measures the importance of individual sample and use it to reweigh the prediction in the debias expert networks. Experiments on an offline dataset covering over 80 million users and 1.55 million travel items and an online A/B test demonstrate the effectiveness of our SAR-Net and its superiority over state-of-the-art methods. SAR-Net has also been deployed in the online travel marketing platform of Alibaba and is serving hundreds of travel scenarios.