Trip.com Attractions and Tours Forum reveals growing demand for personalisation

A global leader in online travel services, Trip.com Group, convened industry leaders and experts at their Envision 2024 Global Conference Attractions & Tours Forum, held in Shanghai on 30th May.

The event spotlighted evolving tourist preferences in the attractions and tours sector, the power of technology, as well as the expansion of Trip.com Attractions & Tours' partnerships and offerings.

The Search for Personalised Experiences
In his keynote speech, Jim Ji, Vice President of Trip.com Group, Chief Executive of Attractions & Tours, revealed that international travel was surging, with a 34% growth in arrivals in 2023 compared to the previous year. China's outbound and domestic growth also showed strong growth, especially during key holiday periods such as the past Chinese New Year and the Labour Day holiday.

He revealed that the younger generation has become the most dominant force in the Chinese outbound travel market. Moreover, travellers sought more localised, experiences besides traditional “must-dos”. For instance, theme parks, Instagrammable places, novel activities, local cuisine and interest-driven experiences were among the top themes that emerged.

I noted "Travellers today are looking for more than just the typical tourist attractions. They seek unique, personalised and authentic experiences that allow them to connect with local culture and traditions” adding that innovative strategies such as live streaming, social media, content creators (KOLs) and AI must be employed to engage travellers.

Panels at the conference further discussed changes in user booking behaviour, such as earlier research and bookings, extended stays and increased attraction visits. They also noted that travellers are willing to pay for premium options like express passes and VIP services. To tap into this rising need, Trip.com Attractions & Tours has expanded its offerings, including VIP experiences, bundled food and ticket packages, and tickets to sporting events such as the Australia Open.

AI and Technology Transforming the Travel Experience
Against the backdrop of economic recovery, AI and technology are driving change across the travel industry. For instance, AI travel assistants like Trip.com's TripGenie are revolutionising travel planning, while AI's growing role in customer service is enhancing efficient, customised interactions.

At the conference, both leader speeches and panels revealed AI's power across multiple functions. This includes managing dynamic pricing, making instant booking confirmations, predictive analytics for capacity management, and unified channel management systems. Future trends also point towards greater automation and the use of technologies like AR and VR to provide immersive experiences.

Exciting Projects and Partnerships Worldwide
Trip.com Attractions & Tours also shared the success of its expanded offerings over the past year, echoing customers' yearning for exciting events and experiences. For instance, the exclusive Christmas Wonderland 2023 in Singapore, a dazzling festive event, increased market share.

Strategic partnerships with attractions and travel agencies were also highlighted as essential for creating value. For instance, Trip.com Attractions & Tours serves as the General Agency and Preferred Partner for the Louvre Abu Dhabi in China. In collaboration with the Empire State Building Observatory in New York, it has also launched an exclusive sunrise tour experience. Additionally, it has forged a new partnership with Discover Saudi, aiming to boost tourism from Asian markets to Saudi Arabia by offering comprehensive travel products and services.

Trip.com also revealed enhancements to pre-travel services, which are a key part of any trip. It is expanding its eSIM services, now covering over 160 countries through partnerships with more than 50 global operators. Its affiliated airport counters, located at Changi, Incheon, Gimpo, Gimhae, Hong Kong International, Suvarnabhumi, and Taoyuan Airports, are also enhancing travel experiences from the very first step.