Bangkok Post – Trip.com says AI, adaptability key to industry’s success

PUBLISHED : 28 Aug 2025 at 04:55

•   Small
•   Medium
•   Large

Mr Chen (right) highlighted the role of AI in the tourism industry. Nutthawat Wichieanbut

Embracing artificial intelligence (AI) and adapting quickly to consumer demand is key to thriving in the evolving travel industry, says online travel agent Trip.com.

“Ten years ago, no one imagined AI or similar technologies could enhance efficiency in customer service and itinerary planning,” said Edison Chen, vice-president of Trip.com Group.

Speaking at “Forbes Thailand: The Next Tycoons 2025” earlier this week, Mr Chen said AI is now fully integrated into Trip.com’s customer service process, especially for handling simple tasks. The change has improved overall service efficiency by more than 12%, he said.

For itinerary planning, AI helps users, particularly young travellers, customise their journeys based on personal interests.

The group also launched TripGenie, an AI assistant that helps travellers plan trips and make bookings based on simple requests, such as the duration of the vacation or preferred activities. Travellers can adjust their itineraries based on AI’s suggestions.

“AI technology saves a lot of time in planning and booking, allowing more time for real experiences,” said Mr Chen.

AI also enhances marketing by delivering the right content and messages to appropriate audiences, he said.

Mr Chen highlighted the firm’s “G2” growth strategy, which stands for ‘globalisation’ and ‘great qualities’.

With a one-stop solution, Trip.com offers a wide range of products, from hotels and flights to airport pickups and concert tickets, such as tickets for the Bangkok leg of the Blackpink World Tour in October.

Amid a positive outlook for the travel industry, and with global travellers becoming younger, more independent, and seeking local experiences, platforms must offer quality products and services while adapting to changing demand, he said.

Around 60% of its users research local content, restaurants, and activities even before booking flights and trips.

The company also ensures high standards in customer service. In addition to using AI for simple tasks, it employs nearly 16,000 staff, including over 100 in Thailand, to serve global customers. Calls are answered within 20 seconds.

Trip.com hires dedicated staff in cities worldwide to better understand local travellers and offer suitable products. All these efforts contribute to growth and customer retention, he said.

Founded in 1999, Trip.com Group celebrated its 26th anniversary in June. The platform has more than 400 million active users and supports 24 languages in 40 countries as well as 35 currencies, offering bookings for over 1.7 million accommodations and 640 airlines globally.

To promote sustainable and low-carbon tourism, it also features quantified carbon emission data across major transport services.

_{Images are for reference only.Images and contents gathered automatic from google or 3rd party sources.All rights on the images and contents are with their legal original owners.}