Trip.com’s next chapter
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
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.
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