Detailed Narrative
Inbound Travel Strategy & Impact
Trip.com Group views inbound travel as a structurally important growth driver, serving approximately 20 million inbound travelers in 2025, connecting them to about 150,000 hotels, with over 63,000 serving inbound travelers for the first time. The company invested over RMB 1 billion in 2025 to strengthen platform tools, collaborate with global influencers, and provide free layover tours. Efforts include launching one-stop service counters at major airports, expanding multilingual self-service facilities across 241 attractions, and enhancing tax refund services for international visitors, covering over 3,400 merchants.
AI & Technology Investment
The company is scaling investment and accelerating the development of proprietary travel-focused large models tailored to industry complexity. AI is being embedded across search, recommendation, supply operations, and service fulfillment to enhance efficiency, deepen partner enablement, and deliver personalized user experiences. AI-powered communication systems help partners overcome language barriers, and AI-driven content solutions enable better showcasing of inventories to global audiences, strengthening competitive advantage.
Social Responsibility & Ecosystem Investment
Trip.com Group launched a USD 100 million Tourism Innovation Fund and established the Tourism Innovation Award to support commercial innovation and recognize outstanding ideas. Rural revitalization efforts focus on business enablement, operational improvement, marketing support, and industry development. The company invested approximately RMB 2.9 billion in 2025 to enhance user experience, including customer protection and service enhancements, and promotes family-friendly workplace policies like childbirth subsidies and flexible work arrangements.
International & Outbound Performance
The international OTA platform delivered solid performance, with gross bookings increasing approximately 60% year-over-year in 2025, and contributing about 40% of total revenue and bookings. APAC remains a primary region for expansion, with strong growth also seen from the Middle East. Outbound travel demand remained robust, with travelers showing flexibility by shifting to alternative destinations despite market volatility🌐. The company is strengthening engagement with overseas destinations to improve coordination and service readiness.
Domestic Travel Trends & Offerings
Domestic travel demand remained steady, with a strong preference for service quality. The private tours business grew over 20% in 2025, generating an incremental RMB 11 billion in transaction value and supporting over 30,000 travel-related jobs. Corporate travel served over 28,000 Chinese enterprises for overseas needs. The 'silver generation' segment is a growing demand source, leading to themed travel products and the launch of an offline flagship store. 'Entertainment + Travel' delivered triple-digit growth, selling tickets for 1,540 shows globally.
Regulatory Compliance
In January 2026, Trip.com Group received a notice from the State Administration for Market Regulation regarding the initiation of a regulatory investigation. The company is actively cooperating fully with the relevant authorities, emphasizing that regulatory compliance remains a core priority. Management stated its commitment to fostering a transparent and sustainable environment for all stakeholders.