Trip.com Group Charts AI-Driven Future for Attractions and Tours
Trip.com Group signed partnerships with 11 overseas attraction providers and outlined a strategy centered on artificial intelligence and content at its annual Envision.2026 conference in Shanghai this week. The moves reflect a shift in how travelers discover and book experiences, with 29% now using AI for itinerary planning.
The company's Attractions & Tours business operates across Oceania, Europe, and Southeast Asia. Jim Ji, CEO of the division, said AI is moving beyond a tool into a core competitive advantage for the sector.
AI Reshaping How Travelers Book
Attraction operators face a changing market. Travelers increasingly research and decide online, making digital presence mandatory rather than optional, according to Chase Liu, Trip.com's Vice President for International Business.
AI systems help match travelers with specific experiences based on their preferences. Trip.com applies this across product presentation, content discovery, booking, and service delivery. The approach aims to move away from inventory-based competition toward customer experience and operational efficiency.
Smarter ticketing and booking systems are becoming standard across the sector as operators adopt digital solutions to improve accessibility and reduce friction.
Content Drives Conversion
Community-driven content is becoming a direct path from inspiration to transaction. Dylan Dai, Vice President of Trip.com's Global Trip Community, said personalized content helps travelers discover activities aligned with their interests-from cultural tours to food experiences.
Integrating inspiration with booking capabilities increases conversion rates and builds customer loyalty, the company found.
Global Coordination Deepens
Trip.com's new partnerships include commitments to share customer insights, optimize products, provide technical support, and coordinate international marketing. The company said closer regional cooperation will help attractions reach wider audiences.
For hospitality and events professionals, understanding how AI and content drive booking behavior is becoming essential. AI for Hospitality & Events covers these shifts in detail, as does Generative AI and LLM for those focused on content creation and personalization.
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