By Jane Sun, CEO of Trip.com Group.
After a challenging few years for the tourism industry, we are seeing a revitalized appetite for global travel. At the same time, we are in the midst of a paradigm shift in technology, driven by the rapid acceleration of connectivity and innovation in areas such as artificial intelligence and data. In this dynamic digital landscape, consumers demand more personalized and optimized services that help them block out the noise and make informed travel decisions. Today, with the latest technological advances, travel service providers are more equipped than ever to meet these demands. Trip.com continues to create a simplified and hassle-free user experience, providing its consumers with personalized information at their fingertips, powered by AI-powered capabilities and innovative content marketing.
According to McKinsey research, generative AI can unlock between $2 and $4 trillion in annual value across industries. This year, Trip.com launched an improved version of our AI travel assistant. Recently launched TripGenie pioneers the concept of linguistic user interface to decipher complex requests and quickly direct users to detailed itinerary planning, personalized recommendations, and flight and hotel reservations. AI assistance eliminates the manual effort of entering and filtering searches, making travel planning and booking as simple as a chat conversation. Users who have interacted with TripGenie have shown greater loyalty and satisfaction, with an order conversion rate twice that of the average user and a retention rate 30% to 40% higher than that of the average user. This directly translates into better revenue, business growth for partners, and brand visibility and reach.
Today’s Internet users are spoiled for choice when it comes to information sources and deals, which can make traveling complicated and frustrating. AI-powered offers, like Trip.com’s curated listings, can simplify this process. Trip.Trends, Trip.Best and Trip.Deals, enhanced by an AI-powered algorithm, cater to different consumer groups and condense real-time information into a digestible format for easy and hassle-free travel planning. These lists are part of the Group’s content marketing strategy to improve consumer knowledge and provide the most relevant information and the best offers.
Another notable technology trend is the rise of live streaming platforms and social media, which support user engagement and content marketing growth opportunities. In the first quarter of this year, the number of influencers on Trip.com’s content platforms increased 45% year over year and user generative content increased 34% compared to last year. Additionally, the average amount of content viewed per user continued to increase, reflecting the success of its ability to attract, engage and retain users.
Live streaming has been a key growth driver for our business, which has survived the pandemic. The Group launched the “Super World Trip” livestream series in early 2023, which took off in Bangkok, Hong Kong and Tokyo. The series aimed to promote short-distance travel among mainland Chinese consumers and stimulate tourism products in key destinations. The first live broadcast held in Thailand achieved a gross merchandise value of RMB 40 million, with more than 20,000 accommodation nights sold. The success of this has been replicated in Tokyo and Hong Kong, where GMV reached RMB 23 million and RMB 30 million, respectively.
Customers are at the center of everything we do at Trip.com Group, and technological innovation is an integral pillar of the user experience. Looking ahead, travel service providers have a responsibility to stay abreast of technological advances and leverage advances to create new value for customers. We play a crucial role in making travel accessible and convenient for our users, providing the most up-to-date and curated information to book the perfect trip.
Jane Sun, CEO of Trip.com Group, spoke at the SuperBridge Dubai Summit, which took place on October 16 and 17 at the Dubai Museum of the Future.
Distributed by APO Group on behalf of SuperBridge Summit Dubai.
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