Global OTA Trip.com unveils its 3E strategy and travel innovation initiatives as new growth engines
A 20-something flying to Paris for a Taylor Swift concert. A retiree in their 50s with time and money for extended travel. Surging outbound tourism from Southeast Asia and the Middle East.
These are the three trends at the heart of Trip.com's new growth strategy: 3E (Event+Travel, Elderly, Emerging Markets).
At the Envision.2025 Global Conference in Shanghai on May 26, Trip.com Group announced expansion plans centered on these three pillars alongside the launch of a $100 million Travel Innovation Fund (approx. ₩135 billion KRW). And yes — AI too.
Targeting Gen Z, Events, and Silver Travelers
The first pillar of Trip.com's 3E strategy is Event+Travel. The company is betting on a trend: young travelers plan trips around concerts, shows, sports events, and festivals.
"Passion tourism" or "event-based travel" has emerged as a major category in the global travel market. Instead of visiting generic destinations, people travel for specific experiences — an artist's concert, a championship match, a festival. Post-pandemic cultural hunger has accelerated this shift.
Trip.com says it sold over 1,000 event-linked packages globally last year, bundling tickets with flights, accommodation, and attractions. Unlike traditional travel products, event-based trips command premium pricing and drive high customer loyalty — making them attractive targets for OTAs.
During Taylor Swift's Eras Tour, BTS concerts, or UEFA Euro 2024, accommodation rates in host cities routinely spiked 3–5x above normal. Consumers are paying these premiums — and Trip.com is capturing that willingness to pay.
The second pillar — Elderly — targets silver travelers with early retirement, discretionary time, and purchasing power. As populations age globally, seniors are emerging as a lucrative consumer segment.
Monica Xiao, CEO of Trip.com's accommodation division, notes that family travelers account for ~30% of Asia-Pacific bookings. "They spend more on F&B — afternoon tea, dining — and amenities like spas and sports programs. Average spending per trip is higher than other segments."
What makes seniors valuable isn't just money. They prioritize convenience and service quality over price. They travel off-peak, smoothing revenue seasonality for hotels and airlines. They stay longer and do more on each trip — driving higher transaction values.
Han Feng, Vice President at Trip.com, highlighted results from a campaign with Tourism Australia across nine markets (China, Singapore, Malaysia, UK, US, Korea, Thailand, Australia, Japan): 150 million impressions and a 30% YoY increase in Australia bookings.
The third pillar is Emerging Markets — smaller markets with rapid economic growth and untapped travel demand.
What the $100M Innovation Fund Will Actually Do
Trip.com's $100 million Travel Innovation Fund will invest in two areas. The "Destination Experience Innovation" track will fund digital festivals, immersive dining experiences, and new forms of travel content to spotlight lesser-known destinations and activate cultural tourism.
A newly launched Tourism Innovation Awards will distribute $1.4 million in prizes (approx. ₩1.6 billion KRW) to individuals and organizations excelling in sustainability, technology, cultural heritage, and natural landscapes.
James Liang, co-founder and chairman of Trip.com, framed the shift: "Travel used to be about consumption. Now it's about participation and contribution. Innovation for efficiency, sustainability, and unique experiences is changing the essence of travel."
AI All-In vs. Human-Centered: Platforms Diverge
Trip.com's performance metrics from last year paint a picture of momentum: $170 billion in gross merchandise volume. Inbound bookings grew triple-digits thanks to China's relaxed visa policies.
Partners earned $136 million through mega sales campaigns. Hotels in the Trip Plus loyalty program saw booking conversion rates rise 40%+.
On AI, Monica Xiao emphasized continuous investment: "AI helps consumers find accommodations matching specific needs in local languages, boosting partner sales efficiency and cross-selling."
This stands in contrast to Airbnb's recent strategic shift. CEO Brian Chesky said: "Most people focus on 'What will AI do?' We ask, 'What can't AI do?' AI won't give you a massage at your destination or cook you dinner." His message: AI can't replace human service and experience — and that's where Airbnb will double down.
The New Axis of Competition in Global OTAs
Trip.com's AI-first strategy and Airbnb's emphasis on "humanness" reveal diverging paths for global travel platforms. Trip.com is betting $100 million on tech-driven innovation. Airbnb insists "AI is just a tool" and is expanding services only humans can deliver. Both approaches will enrich the industry — just in different directions.