AI Takes Center Stage in Travel Personalization: Insights from Trip.com Group

At ITB Asia 2025, held at Marina Bay Sands, Singapore, Trip.com Group shared its strategic insights into the future of travel, focusing on personalized experiences. As travelers increasingly seek customized journeys, the company is using AI-powered tools to redefine the travel experience.

Personalizing Travel Experiences and Growing Partnerships

During a panel discussion titled “Driving Innovation in Travel through Technology,” Edmund Ong, Senior Regional Director, SEA and General Manager, Singapore, Trip.com Group, discussed the company’s approach to staying ahead in the travel industry. Ong emphasized the importance of AI in delivering personalized travel experiences through tools like TripGenie, an AI travel assistant. TripGenie has seen significant growth, with a 125% increase in traffic year-on-year and a 200% rise in user engagement.

Trip.com Group is also focusing on collaborations with local industry players to enhance its offerings. By partnering with various stakeholders, the company aims to provide travelers with unique and convenient options. Ong stated, “Collaboration allows us to leverage the strengths of our partners to build a trusted and tailored experience for our customers from end-to-end.”

Revolutionising the Traveller’s Journey

In a deep-dive session titled “How Intelligent Personal Technology is Reshaping the Traveller’s Journey,” Amy Wei, Senior Product Director at Trip.com Group, discussed how AI is transforming travel. Wei highlighted the shift from generic travel searches to AI-driven discovery and natural conversations. Tools like TripGenie enable travelers to craft dynamic itineraries and receive real-time travel inspiration.

Wei also introduced Trip.com’s intelligent Widget, designed to create a “connected trip” experience. The Widget extends AI capabilities from the app to the user’s phone or desktop, offering timely tools and recommendations. This innovation has led to a 30% higher 7-day app revisit rate among Widget users. Wei emphasized the importance of trust and reliability in technology, aiming to make it an intuitive part of the travel experience.

Driving the Future of Travel

The use of AI in travel is becoming a significant trend, as evidenced by Trip.com Group’s report with Google. The report found a 190% year-on-year increase in Google searches for “help plan my trip,” indicating a growing reliance on technology for trip planning. Beyond planning, travelers are also using AI for tasks such as translating menus and communicating with locals.

Trip.com Group’s focus on AI-driven travel reflects a broader industry trend towards personalized and intelligent travel experiences. As technology continues to evolve, the company aims to integrate AI seamlessly into the travel journey, enhancing convenience and satisfaction for travelers.