ITB Berlin News caught up with Boon Sian Chai, Managing Director & VP of International Markets at Trip.com Group to explore the needs of today’s travellers and the personalised solutions the company is offering to address them
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The travel landscape is rapidly evolving, posing fresh challenges for brands looking to captivate modern travellers with limited attention spans and a plethora of choices. Amidst this shifting terrain, Trip.com Group is pioneering innovative solutions to meet the dynamic needs of travel consumers.
How would you characterise today’s travel consumers?
Today’s travel consumers seek personalisation, simplicity, and authenticity. They are inundated with choices, possess short attention spans, and prioritise convenience.
Trip.com Group addresses these preferences with innovative solutions like TripGenie, an AI-powered travel assistant integrated into the Trip.com app. TripGenie swiftly generates personalised itineraries, recommendations, city maps and even booking links in under a minute, streamlining the planning process and saving valuable time for users.
TripGenie has seen doubled order conversion rates and higher user retention rates, proving its ability to capture ever-shortened attention spans through an engaging and interactive interface, paving a reimagined way of travel booking and planning.
You mentioned the growing consumer preference for personalisation. How has Trip.com Group adapted its offerings to meet this need, especially in the hotel sector?
Boon Sian Chai: Trip.com Group has evolved into an integrated travel hub, offering curated content and personalised experiences alongside bookings.
Recognising the discerning nature of hotel guests, Trip.com’s “Hotel Rooms Plus X” offers bundled hotel stays with tailored experiences, ranging from spa treatments to tours, amongst other activities, enhancing the overall guest experience and fostering brand loyalty. It becomes more than just a stay – it’s a full-fledged experience. This is a value-add for guests as it complements their specific preferences, rather than taking a one-size-fits-all approach.
AI’s impact is evident across the entire travel journey, from seeking inspiration to streamlining trip planning, all the way to customer service.
AI is an indisputable game changer in many industries. How has AI reshaped the travel process?
AI’s impact is evident across the entire travel journey, from seeking inspiration to streamlining trip planning, all the way to customer service.
Trip.com Group’s AI-curated lists, such as Trip.Best and Trip.Trends, leverage algorithms to analyse vast amounts of data and offer highly personalised travel suggestions. Travellers can now easily discover activities, accommodations, and attractions that align with their unique interests.
Additionally, our AI-driven customer service solutions such as chatbots and virtual assistants enhance support for travellers, ensuring efficient assistance throughout their journey.
Keeping up with industry trends
As the travel industry continues to evolve, Boon Sian Chai underlined the importance of keeping pace with emerging trends. “By staying abreast of these trends and proactively adapting strategies to align with consumer preferences, industry stakeholders can position themselves for success in an increasingly dynamic marketplace.”
Live streaming is one such trend, emerging as “a powerful tool for engaging travellers,” said Mr Chai. Trip.com Group has harnessed the power of live streaming with its “LIVE for Trip” campaign, which is able to showcase destinations in real time and offer exclusive travel deals, fostering engagement and driving bookings.
User-generated content (UGC) is another major trend and an important influence on travel decisions, according to Mr Chai. Travellers rely on peer recommendations and authentic experiences shared on community platforms like Trip.com’s Trip Moments.
For the Managing Director & VP of International Markets at Trip.com Group, sustainability is also a significant trend in the travel industry that is set to have an increasing impact, “prompting operators to adopt eco-friendly practices and offer sustainable travel options.”
