Trip.com Group’s journey: Innovating travel, empowering SMEs, and defining the future

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

Today, Trip.com Group is aleader in global travel services and a powerhouse of technologicaltransformation and SME empowerment.

“Pursuing excellence in thelocal markets is the foundation of our international strategy, but we aim todesign all functions – whether it’s technology, product offerings, contentplatform, or supply chain platform – with global users in mind,” says Jane Sun,CEO of Trip.com Group.

The formula forsuccess: Customers first, always

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

“We have always been at theforefront of innovation, anticipating customer needs,” explains Jane. Thecompany’s all-in-one app is a prime example, evolving from a simple bookingplatform into a hub where users can plan, book, and experience travel in oneseamless journey. Whether it is integrating intelligent itinerary planning oroffering event bookings alongside flights and hotels, Trip.com Group ensurestravellers have everything they need at their fingertips.

Innovation: TheDNA of Trip.com Group

In a rapidly changing travellandscape, staying relevant requires relentless innovation. Trip.com Group hastransformed the sector by integrating cutting-edge technology withcustomer-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.comGroup believes that innovation is a collective effort. “1+1 > 2 ininnovation,” Jane states, emphasising its collaborations across industries tostay ahead of trends.

Talent is key to constantinnovation. “We are committed to recruiting tech talent worldwide. It is alsocrucial to keep them happy and motivated. Our family-friendly policies, such asthe childcare subsidy and the hybrid work option play an important role inattracting and retaining our employees, and we also offer various training andprofessional development opportunities to help them realise their fullpotential,” says Jane.

Weathering the storm

Few industries were hit ashard as travel during Covid-19. Yet, instead of retreating, Trip.com Groupstepped forward, setting an industry benchmark for resilience and strategicforesight.

• Customer-centric crisis management: The company processed refunds for hundreds of     millions of users, working with suppliers in over 200 countries and     regions to minimise disruptions.
• Financial support for partners: With cash flow drying up for many travel     businesses, Trip.com Group provided USD 140 million in funds and USD 1.4     billion in micro-loans to keep partners afloat while offering online     training to help them enhance their service quality.
• 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 helpedpartners gain some presale revenue and stay in touch with travellers. In 2020, 118livestream sessions generated more than USD 560 million in presale GMV,” saysJane. When the world reopened, Trip.com Group was leading the charge in astronger 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 anddiversity to the travel experience. Trip.com Group actively supports them byproviding:

·      Convenientvendor portal: Trip.com Groupoffers intuitive and convenient vendor platforms for property operators and other suppliers of all sizes to get listed, manage orders, andcommunicate with customers. Prospective suppliers can find guidelines about thedocuments required for registration by simply selecting their geographicallocation and business type. Within a few days, they would get their applicationreviewed and, if approved, sign the contract and access Trip.com Group’s extensiveglobal user network.

·      Fintechsolutions: TripLink, which supports over150 transaction currencies and more than 20 settlement currencies, providesvirtual commercial card payment solutions for SMEs. By partnering with nearly500 global entities and offering over 20 specialised card products, TripLinkhelps travel agencies efficiently manage cross-border payments. Additionally, theVirtual Contact Centre (VCC) solutions offer tiered rebates, enhancing thefinancial profitability of businesses.

·      Hotel Hub: With more than 1.5 million hotel partners, includingmany small- and medium-sized hotels, Trip.com Group launched the Hotel Hub toprovide practical tools, training sessions, and resources to help them make themost of the platform. These include tips about creating compelling content tostand out to travellers, information about site promotions and campaigns, andopportunities for them to leverage Trip.com Group’s bundle packages, Trip.Bestlists, and other resources to increase exposure.

For SMEs in need ofspecialised talent and marketing resources, Trip.com Group offers multilingualtranslation tools, targeted campaigns, and market insights to navigate anincreasingly competitive landscape.

Trip.com Group has built adynamic content marketing ecosystem that empowers SMEs to engage directly withusers, enhancing their visibility and boosting conversions. Small businessescan leverage the platform’s official livestreams or even host their own toshowcase exclusive deals and attract advance bookings. Additionally, theAI-assisted Trip.Best lists highlight a diverse range of travel experiences,ensuring that culturally unique hotels, local eateries, and hidden gems, oftenrun by SMEs, are featured alongside offerings from larger brands. Thisinclusive approach enables travellers to explore a mix of well-known and nicheoptions, catering to their varying needs and preferences.

Recognising the rising demandfor flexible and personalised travel, Trip.com Group launched a global DriverGuide 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 smalloperators scale their businesses and connect with a broader audience. In 2024alone, over 120,000 driver guides and vehicles have joined the platform,underscoring its impact in helping SMEs thrive in the evolving travellandscape.

Balancing the ecosystem

Does a small, family-runguesthouse have an opportunity to succeed alongside global hotel chains on Trip.comGroup’s platform? The company believes the answer is a resounding “yes.”

Rather than competing, largeand small players complement each other. “A traveller might book a five-starhotel but choose a local street food tour run by an SME,” Jane explains. Thecompany’s smart recommendation engine ensures that niche experiences get equalvisibility alongside big brands, creating a diverse and balanced marketplace.

The future oftravel

Looking ahead, Trip.com Groupenvisions a future where tech-driven personalisation, sustainability, and SMEempowerment shape the travel experience.

• 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. 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 forentrepreneurs

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

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

2) Embrace technology – AI adoption and innovative content marketing toolsare not just for big corporations; SMEs that leverage them will thrive.

3) Think beyondborders – The modern traveller seeksexperiences, not just destinations. SMEs must be ready to cater to diverse,global audiences.

Trip.com Group is an architectof the sector’s future. Whether it’s redefining personalisation through technology,supporting SMEs in their growth, or driving sustainable tourism, the company’simpact extends far beyond bookings. The future of travel is innovative,inclusive, and driven by those willing to embrace change. For businesses bigand small, the path forward is clear: adapt and unlock new opportunities forsuccess.

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