Trip.com Group puts AI planning on the map at WTM 2025: what marketers should do next
Trip.com Group is presenting Trip.Planner in the UK at World Travel Market 2025, along with fresh findings from its "Why Travel?" report built with Google. For marketers, this points to new inventory, richer intent data, and more collaborative campaign models across Europe.
Here's what matters: a single planning hub that connects flights, trains, hotels, and attractions; 20M+ geo-tagged POIs; verified data with seasonal and real-time signals; and an in-app AI assistant that keeps plans current. That stack opens direct paths for high-intent placements and smarter creative.
Trip.Planner: implications for acquisition, retention, and merchandizing
The AI planner provides custom itineraries, live updates, and booking integration in one interface. It's built for utility, which means attention and intent are concentrated in fewer steps.
- Sponsored surfaces: Test native placements inside itinerary builders and POI lists (by route, season, or interest).
- Co-branded itineraries: Package routes + stays + activities for key segments (wellness, culture seekers, family, premium).
- Creator-to-checkout flows: Pair influencer content with auto-built itineraries to reduce clicks from inspiration to booking.
- API and feed sync: Push dynamic rates, inventory, and perks to match live signals (weather, events, demand spikes).
- CRM loops: Capture opted-in signals (dates, routes, interests) to trigger pre-trip and in-destination upsells.
- Attribution: Track assist value via itinerary starts, edits, adds, and final booking events-not just last-click.
20M POIs + real-time context: new testing ground for high-intent media
With verified points of interest and seasonal patterns, Trip.Planner can surface the right options at the right moment. That creates timely hooks for offers, content, and bundles.
- Seasonality plays: Swap creative and perks by month and micro-season (leaf-peeping, Christmas markets, festival weeks).
- Contextual prompts: Weather pivots, delay protection, late checkout, lounge passes, or transit alternatives when plans shift.
- Dynamic creative: Auto-insert nearby attractions, dining, and experiences within set distance or theme rules.
- Margin control: Prioritize packages with higher blended margin (room + experience + transfer) for paid boosts.
Insights from "Why Travel?" with Google: how to apply them
The report signals three macro shifts: wellness is growing, social shapes decisions, and travellers want deeper cultural experiences. Convert those signals into practical moves.
- Wellness: Build recovery-themed weekends, spa + sleep upgrades, and nature add-ons; message energy, rest, and routine resets.
- Social-led choices: Pair UGC and short-form with instant "build this plan" CTAs that pre-fill Trip.Planner.
- Cultural depth: Offer expert-led tours, neighborhood stays, and language or food workshops; tell authentic, local stories.
- Measurement: Tag content paths from inspiration to itinerary creation, not just to checkout.
For broader context on demand and media behavior, see Google's travel insights on Think with Google.
Europe focus: partnerships built for local relevance
Trip.com Group is deepening ties with airlines, hotel groups, and destination organizations across Europe, backed by data and co-created content. If you market for any of these, this is the window to shape formats and deals.
- Local merchandising: Feature regional routes, events, and city breaks that fit demand curves by market.
- Co-op media: Split budgets across creator content + native planner placements + retargeting to booked travellers.
- Data clean rooms: Share aggregated intent signals to model LTV, reduce wastage, and plan seasonal bursts.
- Offer logic: Tie perks to real-time conditions (late check-in after delays, free transfer in low-demand windows).
- Compliance-first: Align on consent, data use, and clear value exchange inside the planner experience.
Leadership on stage: topics to push further
Senior leaders, including Andy Washington (GM, Europe) and Boon Sian Chai (MD & VP, International Markets), will discuss AI in travel, consumer behavior, and future experiences. Bring sharp questions that move deals forward.
- What sponsored units will be available inside Trip.Planner in the next 6-12 months?
- How will partner feeds, perks, and availability be prioritized in AI outputs?
- What measurement and attribution standards will be supported across channels?
- What's the roadmap for creator integrations and shoppable itineraries?
Attending WTM 2025?
Meet Trip.com Group at booth S3-520 to explore joint campaigns, content, and media tests focused on measurable outcomes. If you need event details, check the official site: World Travel Market London.
Quick action list for marketers
- Audit your travel funnels and map where an "add to itinerary" step would lift conversion.
- Package 2-3 segment-based itineraries (wellness, culture, family) with clear upsell ladders.
- Prepare a pricelist for native placements, co-op media, and creator bundles.
- Define success metrics beyond last-click: itinerary starts, saves, edits, and add-ons.
- Set up feed hygiene: prices, availability, perks, blackout rules, refund logic.
- Draft a clean-room brief for audience overlap and LTV modeling.
- Create a seasonal content calendar tied to European demand cycles and local events.
- Book a 30-minute partner session at WTM with a clear test plan and KPI targets.
If you're upskilling your team on AI for marketing, this resource helps with frameworks and hands-on practice: AI Certification for Marketing Specialists.
Bottom line
Trip.com Group's UK launch of Trip.Planner and its European push signal new high-intent media, richer data, and tighter partner plays. Get your packages, feeds, and measurement in order, then test fast with clear KPIs. The brands that act on this now will win attention while others are still setting up the basics.
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