Detailed Narrative
Inbound Travel Momentum
Trip.com Group is heavily focused on inbound travel, aiming to serve 200 million inbound travelers over the next five years, up from 20 million last year. In Q1 2026, the company already served approximately 7 million inbound travelers, with gross bookings increasing by 90% year-on-year. This growth is supported by favorable visa policies, increased accessibility, and efforts to connect local partners with international demand, engaging over 110,000 local partners in inbound services.
AI Integration and Ecosystem
The company is building and deploying AI agents to support travelers and supply partners, helping overcome language barriers, enhance content quality, and improve service responsiveness. Trip.com is also opening its platform to third-party AI agents, modularizing its travel capabilities (data, inventory, pricing, transaction infrastructure) into AI-ready services. The goal is to be a trusted infrastructure for AI agents, enabling seamless trip planning and booking.
International and Outbound Travel Resilience
Gross bookings on the international OTA platform increased by approximately 65% year-over-year, with APAC remaining a strong region. Outbound travel remained resilient, with travelers redirecting to neighboring destinations like Southeast Asia amidst geopolitical fluctuations, demonstrating flexibility in destination choices. Mobile bookings through the app reached a new record high, indicating strong direct traffic and user engagement.
Domestic Travel Trends and Product Innovation
Domestic travel benefited from strong seasonal demand, particularly during the Spring Festival. Short-distance travel maintained momentum, and the company's "silver generation" initiatives gained traction, with hotel gross bookings for the Old Friends Club increasing over 100% year-over-year. Entertainment-driven travel also saw significant growth, with gross bookings up 74% year-on-year, driven by events like sports and concerts.
Regulatory Environment and Compliance
The company is proactively strengthening its compliance and operational discipline in response to evolving regulatory frameworks in China, particularly regarding platform governance, transparent pricing, and fair competition. While these adjustments may cause short-term pressure and sequential normalization to financials, they are viewed as constructive for long-term platform quality and sustainable growth. The company supports new guidance on train ticketing practices, noting its declining direct contribution to overall revenue due to business diversification.
Evolving Traveler Preferences
There's a clear shift towards higher quality, more personalized, and experience-driven travel. Trip.com is innovating by transforming traditional large group tours into smaller, customized offerings, which saw a 27% year-on-year increase in orders, 55% higher per capita spending, and 11% longer stays. The company also supports cultural development initiatives and off-season travel among senior users to improve capacity utilization and create incremental revenue opportunities.