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Trip.com’s next chapter

  • Automatic
  • 27 May 2025
  • 2 minute read
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This article was written by Hospitality Today. Click here to read the original article

Not just the next evolution of an OTA – Trip.com is reimagining what it means to be a travel agent in the age of intelligent, immersive, and highly personalized travel planning

May 27, 2025

In a fast-changing travel landscape, Trip.com Group is charting a bold course – aiming not just to be the biggest OTA but the world’s most trusted digital travel agent. In a revealing interview, Andy Washington, MD for EMEA, shares how the company is leveraging AI, personalization, and content innovation to build deeper traveler trust, drive demand, and reshape the customer journey – from mobile-first bookings to livestreaming destination discovery.

Key takeaways

  • Beyond bookings: Trip.com wants to evolve from an OTA into a full-service digital travel agent, mimicking the human touch of traditional agencies through AI.
  • AI-driven personalization: AI powers customer service, trip planning, and hotel recommendations – like with the TripGenie tool – delivering tailored experiences even for new users.
  • Content converts: Hotel videos and influencer-driven livestreams have driven triple-digit growth, turning storytelling into a key conversion engine.
  • Sustainability & loyalty: The platform is focused on sustainable growth through personalized recommendations, repeat bookings, and trust-building UX.
  • China-EMEA bridge: Trip.com’s edge lies in access to Asian markets, offering unique B2B value, especially for premium hotels.
  • Mobile-first future: With Asia leading in app usage, Trip.com is investing heavily in mobile and social commerce to prepare for Europe’s shift.
  • Experiential demand: Today’s travelers prefer memorable experiences – like concerts or sporting events – over traditional luxury.
  • Reputation through partnerships: Aligning with trusted global brands like Hilton and Marriott helps build consumer confidence in new markets.
  • Human-AI synergy: AI isn’t replacing people – it’s enhancing roles, making customer service and product offerings smarter and more intuitive.

Get the full story at BTN

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