Detailed narrative
Globalization and Inbound Travel Focus
Trip.com Group is bullish on the long-term potential of inbound travel, committing to accelerate its development by investing in a stronger ecosystem, empowering local partners, and making China more accessible. Inbound travel revenue grew high double-digit year-over-year in Q2 FY26, with APAC as a core source market and strong seasonal growth from Europe and the Americas. Travelers are exploring beyond traditional destinations and seeking immersive cultural experiences. The company aims to serve 200 million inbound travelers over the next five years.
AI Integration and Impact
The company is advancing proprietary AI capabilities across the travel journey, making travel more personalized and seamless. AI-assisted orders through TripGenie increased approximately 400% year-over-year, with nearly 60% of interactions now booking-related. Trip.com has rolled out fully AI-powered search, improving user experience and platform engagement. While AI-related CapEx is expected to increase in the near term, the company anticipates long-term efficiency gains and higher conversion rates to offset these costs.
Regulatory Compliance and Partner Framework Changes
Following an administrative decision from the State Administration for Market Regulation (SAMR), Trip.com Group recognized a RMB 5.18 billion expense and RMB 122 million contra-revenue item in Q2 FY26. The company is discontinuing its Tier 1 and Tier 2 distribution programs, transitioning partners to a new multitiered framework that emphasizes service quality, product differentiation, and customer experience over price. These changes are expected to cause near-term volatility in domestic performance but are viewed as strengthening the operating model for long-term sustainable growth.
Evolving Travel Trends and Domestic Resilience
Despite macro complexities, domestic travel demand remained robust in Q2 FY26, supported by holidays and spring break programs. Family travel bookings and spending in pilot cities increased over 300% year-over-year. There's a shift towards less traditional, lower-density destinations, short-haul trips, and immersive experiences combining tourism with dining, accommodation, and culture. Entertainment is also a significant driver, with 7 out of 10 event tickets booked on the platform associated with cross-city travel in H1 2026.
International Business Momentum and Premiumization
The international OTA platform saw revenue growth of over 50% year-over-year, driven by higher transaction value and a favorable mix. This growth is increasingly fueled by premium and personalized travel demand, with first and business class flight bookings up over 70% and customized tour bookings up 600% in H1 2026. The Trip.com brand achieved meaningful margin improvement due to better marketing efficiencies, economies of scale, and improved flight economics.
Strategic Priorities: G2 Strategy
The company's G2 strategy, focusing on Globalization and Great Quality, remains central to its long-term growth. Globalization aims to expand global reach and capture inbound travel opportunities, while great quality emphasizes differentiated products, superior service, and compelling value. This strategy aligns with the industry's evolution towards competition centered on quality, value, and experience, leveraging Trip.com's deep industry relationships and operational expertise.