Major travel player is banking on AI technology

Can Artificial Intelligence help deliver a better travel experience?

That is something the Trip.com Group is banking on.

Personalised experiences are what travellers are looking for today, the Trip.com Group said as it shared strategic insights on how it is redefining the traveller's journey through AI-powered tools.

Focused on creating value and customised experiences for travellers, the company showcased its latest features, data insights and strategies at ITB Asia 2025, held at Marina Bay Sands, Singapore.

On-trend jargon was full throttle at a panel gathering "Driving Innovation in Travel through Technology" presented by Edmund Ong, senior regional firector, SEA and general manager, Singapore, for Trip.com Group.

He said the company is staying ahead of change by harnessing AI for personalised travel experiences and highlighted how travellers can receive "highly tailored" recommendations through AI-powered tools such as TripGenie.

Last month, TripGenie's traffic rose 125% year-on-year, with over 200% increase in users and conversations made.

"When we look at the traveller journey, we see the power of AI in enabling personalised experiences for our users who are seeking the best options at the best value," Ong said.

"To do so, we believe that collaboration is the right way forward. It allows us to leverage the strengths of our partners to build a trusted and tailored experience for our customers from end-to-end."

In a "deep-dive session" called "How Intelligent Personal Technology is Reshaping the Traveller's Journey" – Trip.com Group's senior product director Amy Wei shared how AI can transform the travel experience into "one that is personal, intelligent and anticipatory".

She said consumers today expect hyper-personalisation, from real-time travel inspiration to dynamic itinerary crafting. "With tools like TripGenie, travellers now have an intelligent travel co-pilot that provides a simplified and frictionless overall experience".

Call me old fashioned but on the evidence I have seen AI has a long way to travel.

"There is a huge change in how we interact with technology today," Wei said.

"Generic travel searches have evolved into AI-driven discovery and natural conversations. We designed TripGenie with this in mind, re-architecting the entire traveller journey. This allows travellers to instantly turn their travel inspirations into bookable itineraries and recommendations that cater to their preferences and needs at every step."

Hmm. Still not convinced.

* Image: Tarran Goodwin, Scop.io  

Is AI the genie in the travel industry bottle?

If you do your travel research, planning and booking online then Artificial Intelligence may be lending you a hand, like it or not.

AI is providing data-driven insights and new tools for travellers, the Trip.com group said at this week's ITB Asia 2024 event, hosted at Marina Bay Sands in Singapore.

Technology paves the way for the future of travel, the Trip.com group said with a special focus on AI-powered personalisation, data-driven insights, and new tools for travellers.

The company showcased how it is shaping travel experiences globally through technological solutions.

On the opening day of the conference, Han Feng (above), head of marketing at Trip.com Group, delivered a keynote titled Embracing the Digital Era: How Technology is Transforming the Future of Travel.

She emphasised how AI is beneficial in enhancing quality, increasing operational efficiency, and reaching diverse global audiences.

Feng highlighted how AI-powered digital ads and real-time insights have driven a 25% increase in impressions and a 42% improvement in return on investment (ROI) across global markets.

She also underscored the role of Trip.com's AI travel assistant, TripGenie, which has doubled the order conversion rate and improved user engagement, with travellers spending an average of over 20 minutes more on the app when interacting with this tool.

This powerful combination of AI-driven solutions has reshaped the way travellers discover and book their trips, she said.

Feng added:, "Our AI innovations are not only transforming the traveller experience but also driving operational efficiency at scale. AI-powered digital ads have resulted in a 30% increase in global ads performance, while AI-driven content and search functionalities provide personalised travel recommendations, catering to the evolving needs of modern travellers."

In a session titled Travel Innovation Toolkit: Essential Tools for Success in Building the Next Frontier of Travel Experiences, Ru Yi, assistant vice-president for International Markets (APAC) at Trip.com Group, emphasised how AI-powered tools are allowing the company to "capture" the needs of modern travellers.

In particular, Asia-Pacific travel has seen an impressive recovery, with tourism arrivals expected to reach 82% of pre-pandemic levels by the end of 2024.

Latest data showed significant growth in Asia to key markets, including Thailand, South Korea, Singapore, and Vietnam, reflecting robust demand across the region.

"With the rapid recovery of the Asia-Pacific travel market, we are seeing a surge in demand for more customised and seamless travel experiences," she said. "Our AI-powered tool and contents, like TripGenie and Trip.Best, are helping us build the future of travel, providing travellers with intuitive, data-driven solutions tailored to their preferences and behaviours."

With proprietary tools like Trip.Best, which analyses over 100 million user reviews, Trip.com Group says it is at the forefront of delivering curated options for hotels, flights, and experiences. More than 70% of users rely on this AI-driven tool for travel decisions, with 65% directly influenced by its recommendations.

See www.trip.com.