Boon Sian Chai is the Managing Director & Vice President, International Markets, Trip.com Group
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While the travel industry is much stronger than it was during the pandemic, companies are still recovering and adapting to a very different reality. Traveller patterns have shifted, and to capture the dynamic demand and win loyalty, travel companies need to actively embrace technological innovation and the use of advanced AI-driven services to inspire segments they previously relied on, and simultaneously understand new ones.
AI assistant revolutionises travel planning
Planning a trip can be a stressful and time-consuming task due to the overwhelming amount of information available to users. Recognising the difficulties consumers face during the planning and preparation stages of a trip, Trip.com has introduced AI technology to simplify the process.
In 2023, we launched and upgraded our AI-powered travel assistant, TripGenie, which enables travellers to receive tailored travel routes, itineraries and travel booking advice in real-time on the Trip.com app. TripGenie allows users to enter fragmented travel-related questions and receive instant suggestions for pre-trip decisions and in-trip arrangements, from flights and hotels to transportation and tours. By July, it served travellers in over 200 countries and regions, with twice the order conversion rate and a retention rate 30-40% higher than average users.
AI drives efficient customer service
Our customer service is powered not only by our dedicated team of 10,000+ human agents but also by AI technology, allowing us to provide efficient and comprehensive customer service experiences.
Trip.com Group has launched an industry-first wide-scale adoption of artificial intelligence for customer service. Today, our AI customer service chatbot can solve up to 75% of flight and hotel-related requests. In the midst of the pandemic, we enhanced the AI technology to automatically identify real-time trending information, with a particular focus on the latest COVID policies and frequently asked questions.
Content marketing: an emerging growth driver
According to Nielson, digital content consumption increased by 60% during the pandemic, particularly among Gen Z and Millennials, who rely heavily on online content before and during their travels. To capitalise on this trend, we started to build out our content marketing ecosystem in 2020. We now offer a holistic ecosystem that includes livestreaming, curated lists, user-generated content (UGC) platforms and Star Hub, among others.
In particular, the majority of younger generations now seek out product reviews online when making important purchasing decisions. Data shows that nearly 70% of Gen Z believe product reviews are more authentic than other forms of advertising.
This year, Trip.com Group enhanced its content ecosystem with a new series of AI-powered curated lists to provide customised travel recommendations for customers, including Trip.Trends, Trip.Best and Trip.Deals. The series of curated lists cater to the diverse needs and preferences of users by capturing real-time information on the latest travel trends, prices and top-rated hotels, flights and attractions. On the flip side, the latest content product has also driven business growth for our industry partners, with Trip.Best increasing traffic by 20% and bookings by 10% for over 1,500 hotels.
Our UGC platform Trip Moments platform, brings together travellers who share their experiences, recommendations and reviews, creating a rich source of user-generated content. Engaged by 35% of our app users, this platform attracts and retains users and influences 22% of them to book a product within a month.
Livestreams have become another key growth area for our business in recent years, and this year we launched the “Super World Trip” livestream series designed to encourage short-haul travel for Chinese mainland consumers and boost tourism products in key destinations.
In Thailand, the “Super World Trip” livestream generated a gross merchandise value of RMB 40 million and sold over 20,000 room nights. We also replicated it in Tokyo and Hong Kong, with GMV reaching RMB 23 million and RMB 30 million, respectively.
With the ever-changing needs of travellers and the rapid growth of technology, innovation is a key driver of growth in the travel industry. Trip.com Group is committed to continually improving our products and services to enhance the experience of every customer. Our goal is to ensure that their evolving needs are met with cutting-edge solutions that deliver the highest levels of satisfaction.
