The untold story: How Trip.com Group is empowering SMEs in travel sector

When the pandemic struck, Trip.com Group’s leadership took pay cuts to refund customers, while the company set aside USD 28 million to ensure travellers got their money back. That’s not just resilience; that’s putting people first. For over 25 years, Trip.com Group has not just survived in the ever-evolving travel sector, it has thrived. From pioneering online and mobile travel bookings to harnessing AI for hyper-personalised experiences, the company has consistently placed its customers and partners at the heart of innovation.

Today, with over 400 million users and 2 million partners, Trip.com Group is a leader in global travel services and a powerhouse of technological transformation and SME empowerment.

“Our great quality and globalisation strategy has guided our efforts in the Asian and global markets. Pursuing excellence in the local markets is the foundation of our international strategy, but we aim to design all functions – whether it’s technology, product offerings, content platform, or supply chain platform – with global users in mind, says Jane Sun, CEO of Trip.com Group.

The formula for success: Customers first, always

Trip.com Group’s guiding principle is “customers first, partners second, and Trip.com Group third”. This has shaped every decision the company makes, and this mindset has helped build trust, drive customer loyalty, and forge strong partnerships.

“We have always been at the forefront of innovation, anticipating customer needs,” explains Jane. The company’s all-in-one app is a prime example, evolving from a simple booking platform into a hub where users can plan, book, and experience travel in one seamless journey. Whether it is integrating AI-driven itinerary planning through TripGenie or offering event tourism bookings alongside flights and hotels, Trip.com Group ensures travellers have everything they need at their fingertips.

Innovation: The DNA of Trip.com Group

In a rapidly changing travel landscape, staying relevant requires relentless innovation. Trip.com Group has transformed the sector by integrating cutting-edge technology with customer-centric solutions.

• AI-powered travel planning: With TripGenie, users receive personalised itineraries tailored to their interests, making travel planning as easy as a conversation.

• Livestream travel presales: A game-changer during the pandemic, Trip.com Group connected partners directly with users, allowing travellers to book experiences in advance and support businesses.

• Event tourism: Recognising the surge in demand for music festivals, sports events, and cultural experiences, the company integrated entertainment bookings with traditional travel services.

Beyond technology, Trip.com Group believes that innovation is a collective effort. “1+1 > 2 in innovation,” Jane states, emphasising its collaborations across industries to stay ahead of trends.

Talent is key to constant innovation. “We are committed to recruiting tech talent worldwide. It is also crucial to keep them happy and motivated. Our family-friendly policies, such as the childcare subsidy and the hybrid work option play an important role in attracting and retaining our employees, and we also offer various training and professional development opportunities to help them realise their full potential,” says Jane.

Weathering the storm

Few industries were hit as hard as travel during Covid-19. Yet, instead of retreating, Trip.com Group stepped forward, setting an industry benchmark for resilience and strategic foresight.

• Customer-centric crisis management: The company processed refunds for hundreds of millions of users, working with suppliers in over 200 countries to minimise disruptions.

• Financial support for partners: With cash flow drying up for many travel businesses, Trip.com Group provided USD 140 million in financial aid, micro-loans, and online training to keep partners afloat.

• New revenue streams: While travel was on pause, Trip.com Group focused on building its content marketing ecosystem, keeping travellers engaged and ready to book when restrictions lifted.

“Our livestream shows helped partners gain some presale revenue and stay in touch with travellers. In 2020, 200 million users made travel bookings during our livestream sessions, generating more than USD 560 million in presale GMV,” says Jane. When the world reopened, Trip.com Group was leading the charge in a stronger position than before.

Empowering SMEs: The backbone of the travel sector

Small and medium enterprises (SMEs) are the heartbeat of global tourism. Whether it’s boutique hotels, independent tour operators, or local guides, these businesses add character and diversity to the travel experience. Trip.com Group actively supports them by providing:

• Convenient vendor portal: Trip.com Group offers intuitive and convenient vendor platforms for property operators and other suppliers of all sizes to get listed, manage orders, and communicate with customers. Prospective suppliers can find guidelines about the documents required for registration by simply selecting their geographical location and business type. Within a few days, they would get their application reviewed and, if approved, sign the contract and access Trip.com Group’s global network of over 400 million users.  

• Fintech solutions: Through TripLink, we provide virtual commercial card payment solutions for SMEs, supporting over 150 transaction currencies and more than 20 settlement currencies. By partnering with nearly 500 global entities and offering over 20 specialised card products, TripLink helps travel agencies efficiently manage cross-border payments. Additionally, their Virtual Contact Centre (VCC) solutions offer tiered rebates, enhancing the financial profitability of businesses.

• Hotel Hub: With more than 1.7 million hotel partners, including many small- and medium-sized hotels, Trip.com Group launched the Hotel Hub to provide practical tools, training sessions, and resources to help them make the most of the platform. These include tips about creating compelling content to stand out to travellers, information about site promotions and campaigns, and opportunities for them to leverage Trip.com Group’s bundle packages, Trip.Best lists, and other resources to increase exposure.  

For SMEs struggling with challenges like skilled labour shortages and marketing constraints, Trip.com Group offers multilingual translation tools, targeted campaigns, and data-driven insights to navigate an increasingly competitive market.

Trip.com Group has built a dynamic content marketing ecosystem that empowers SMEs to engage directly with users, enhancing their visibility and boosting conversions. Small businesses can leverage the platform’s official livestreams or even host their own to showcase exclusive deals and attract advance bookings. Additionally, the AI-assisted Trip.Best lists highlight a diverse range of travel experiences, ensuring that culturally unique hotels, local eateries, and hidden gems, often run by SMEs, are featured alongside offerings from larger brands. This inclusive approach enables travellers to explore a mix of well-known and niche options, catering to their varying needs and preferences.

Recognising the rising demand for flexible and personalised travel, Trip.com Group launched a global Driver Guide Platform to support SMEs offering charter car tours, private group tours, and customised travel experiences. The platform provides training, certification, and guaranteed revenue for driver guides, helping small operators scale their businesses and connect with a broader audience. In 2024 alone, over 120,000 driver guides and vehicles have joined the platform, underscoring its impact in helping SMEs thrive in the evolving travel landscape.

Balancing the ecosystem

Does a small, family-run guesthouse stand a chance against global hotel chains on Trip.com Group’s platform? The company believes the answer is a resounding “yes.”

Rather than competing, large and small players complement each other. “A traveller might book a five-star hotel but choose a local street food tour run by an SME,” Jane explains. The company’s AI-driven recommendation engine ensures that niche experiences get equal visibility alongside big brands, creating a diverse and balanced marketplace.

The future of travel

Looking ahead, Trip.com Group envisions a future where AI-driven personalisation, sustainability, and SME empowerment shape the travel experience.

• AI personalisation: Trip.com Group’s recent report, “Momentum 2025: Travel's Next Big Trends”, shows that over half of the travellers surveyed already use AI for travel recommendations. With AI adoption skyrocketing, Trip.com Group will continue refining its tools to offer real-time recommendations, seamless translations, and instant customer support.

• Sustainable travel: The company is pushing for a greener future, from promoting train travel and EV car rentals to achieving carbon neutrality by 2050.

• SMEs leading the charge: As travel diversifies, small businesses will play a key role in crafting unique, immersive, and locally-driven experiences.

A message for entrepreneurs

For those looking to break into the travel sector, Trip.com Group’s advice is:

1) Find your niche – Trends change, but those who carve out a unique space will always stand out.

2) Embrace technology – AI, automation, and content marketing are not just for big corporations; SMEs that leverage them will thrive.

3) Think beyond borders – The modern traveller seeks experiences, not just destinations. SMEs must be ready to cater to diverse, global audiences.

Trip.com Group is an architect of the sector’s future. Whether it’s redefining personalisation through AI, supporting SMEs in their growth, or driving sustainable tourism, the company’s impact extends far beyond bookings. The future of travel is innovative, inclusive, and driven by those willing to embrace change. For businesses big and small, the choice is simple, adapt or be left behind.

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