Business

Trip.com Group unveils AI-driven travel innovations and sustainability focus at WTM London 2025

Saturday, 8 November 2025 5:03AM UTC

At WTM London 2025, Trip.com Group highlights the transformative role of artificial intelligence, personalised experiences, and sustainability initiatives shaping the future of global travel amid evolving traveller preferences.

At the conclusion of the World Travel Market (WTM) 2025 in London, Trip.com Group reaffirmed its position as a global travel industry leader, showcasing a comprehensive vision for the future of travel shaped by technology, personalisation, and sustainability. The company steered pivotal discussions exploring how evolving traveller motivations and innovative digital solutions are steering a transformation in global and European markets.

Central to Trip.com Group’s presentation was a nuanced understanding of modern travel motivations. Boon Sian Chai, Managing Director and Vice President of International Markets, highlighted data from the group's collaborative 'Why Travel?' report with Google. This research reveals a pronounced shift from travel as escapism to travel as a means of connection, authenticity, and purposeful engagement. Chai noted an increasing desire among travellers for meaningful experiences, from longer stays geared towards cultural immersion to a preference for eco-certified accommodations. The report captures a notable 53% year-on-year surge in searches for slow cultural activities such as "Japanese tea ceremonies," along with a dramatic rise in wellness-oriented travel, with interests in “golf & spa resorts” and “ski & spa” packages increasing by 300% and 250% respectively. These trends underscore a broader market appetite for deeper, wellness-integrated travel experiences that align with personal values around health and sustainability.

A significant highlight at WTM was the launch of Trip.Planner, an AI-powered travel planning platform introduced by Andy Washington, General Manager for Europe. The tool promises to revolutionise trip design by consolidating itinerary creation, dynamic recommendations, and real-time updates into one seamless and intuitive interface. This innovation reflects the company’s commitment to enhancing flexibility and transparency, qualities increasingly prized by today’s discerning travellers. The UK launch is part of a strategic European expansion aiming to tailor hyper-personalised travel experiences that respond to the preferences and unique needs of diverse markets. Complementing this development, James Spalding, Regional Flights Director, emphasised that Trip.com’s AI capabilities enhance rather than replace human interaction, leveraging data intelligence married with empathetic service to improve customer engagement across the travel lifecycle.

Sustainability emerged as a critical pillar in Trip.com’s narrative, with Jane McFadzean, Senior Director of Global Sustainability, spotlighting the persistent gap between growing consumer interest and actual uptake of sustainable travel practices. While research indicates that 92% of travellers express some level of interest in responsible travel choices, fewer than 60% translate that intent into action. This discrepancy points to the crucial role platforms like Trip.com can play in making responsible options more visible and effortless to select, thereby turning awareness into impact.

The company’s broader industry stature was also reaffirmed by its recent recognition in the Brand Finance Global 500, where Trip.com Group climbed significantly to 452nd place, with a 23.34% increase in brand value to over USD 5.3 billion. This accolade positions the Group as a dominant player in online travel services, particularly within the Leisure & Tourism sector, and underscores its dynamic growth trajectory driven by innovation and market expansion.

Trip.com’s commitment to shaping future travel trends extends beyond WTM London. Its Momentum 2025 report highlights further evolving preferences, such as a burgeoning interest in cruise tourism and entertainment-centred travel, with 66% of travellers planning trips around live events. Moreover, the report signals a widespread embrace of AI-powered tools, with over half of travellers now utilising AI for personalised recommendations, reflecting a substantial digital shift in travel planning habits.

Regionally, the company is strengthening its footprint through strategic partnerships, such as those announced at the Arabian Travel Market 2025 with airlines Saudia and Flynas. These partnerships are crafted to enhance connectivity across Asia, Europe, and the Middle East, supporting regional travel growth aligned with long-term initiatives like Saudi Vision 2030.

Further reinforcing its European ambitions, Trip.com is preparing to showcase next-generation technology at ITB Berlin 2025, buoyed by strong year-over-year growth in air ticket and hotel bookings across international markets, including a near 60% surge in German bookings. The company’s expanded physical presence in major European cities affirms its commitment to innovation and responsiveness to the continent’s diverse travel demands.

In sum, Trip.com Group’s activities and insights unveiled at WTM London 2025 vividly illustrate a travel industry in transformation, driven by a sophisticated blend of AI technology, sustainability imperatives, and a deeper understanding of evolving traveller preferences. The group’s integrated approach, combining cutting-edge digital tools with a strong sustainability ethos and localised market strategies, positions it at the forefront of crafting a smarter, more connected, and more responsible future for global travel.

📌 Reference Map:

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Source: Noah Wire Services

More on this

https://aap.com.au/aapreleases/cision20251107ae18350/ - Please view link - unable to able to access data
https://www.prnewswire.com/news-releases/tripcom-group-shapes-global-travel-trends-through-ai-innovation-sustainability-and-new-consumer-insights-at-wtm-london-2025-302608198.html - At the World Travel Market (WTM) 2025 in London, Trip.com Group showcased its leadership in shaping the future of travel. The company led discussions on digital transformation, personalisation, and sustainability, highlighting a shift in travel motivations from escape to connection. Insights from their 'Why Travel?' report revealed a 53% year-on-year increase in searches for cultural experiences like 'Japanese tea ceremonies' and a surge in wellness-related travel, with searches for 'golf & spa resorts' up 300% and 'ski & spa' packages up 250% year-over-year.
https://www.travelandtourworld.com/news/article/trip-com-group-unveils-ai-booking-tool-and-strengthened-european-presence-at-world-travel-market-2025/ - Trip.com Group introduced Trip.Planner, an AI-powered travel planning hub, at WTM 2025. This platform combines itinerary creation, dynamic recommendations, and real-time updates, aiming to provide travellers with flexibility, transparency, and inspiration. The UK launch marks the beginning of a broader European expansion, aligning with the company's mission to localise innovation and offer hyper-personalised travel experiences tailored to individual markets and needs.
https://www.travelandtourworld.com/news/article/singapore-and-china-lead-the-global-tourism-revolution-as-trip-com-group-rises-on-the-brand-finance-global-500-with-ai-powered-travel-innovations-what-new-updates-you-need-to-know/ - Trip.com Group, headquartered in Singapore, has made history as the only Asian travel services provider to feature on the prestigious Brand Finance Global 500 list for 2025. Climbing to the 452nd spot, up from 550th in 2024, the company has demonstrated remarkable growth in brand value, which increased by 23.34% to reach an impressive USD 5,399 million. This achievement places Trip.com Group among the top leaders in online travel services, securing third place in this category and fifth overall in the Leisure & Tourism sector.
https://www.prnewswire.com/news-releases/tripcom-group-unveils-momentum-2025-travels-next-big-trends-that-are-gaining-speed-302383167.html - Trip.com Group's 'Momentum 2025' report highlights emerging travel trends, including a significant rise in cruise tourism, with 44% of travellers valuing onboard dining and 38% attracted to all-inclusive packages. Entertainment-driven travel is also on the rise, with 66% of travellers planning trips around live events. Additionally, the report notes a growing interest in AI-powered travel planning tools, with over half of travellers already using AI for recommendations, indicating a shift towards more personalised and tech-driven travel experiences.
https://www.prnewswire.com/ae/news-releases/tripcom-group-accelerates-middle-east-expansion-with-strategic-partnerships-and-thought-leadership-at-arabian-travel-market-2025-302443882.html - At the Arabian Travel Market 2025, Trip.com Group announced strategic partnerships with Saudia and Flynas to enhance regional connectivity. These collaborations aim to provide global travellers with premium experiences and broaden Flynas' visibility across Asia, Europe, and the Middle East, supporting its growth aligned with Saudi Vision 2030. The partnerships reinforce Trip.com's commitment to seamless, tech-driven travel and support the Middle East's emergence as a global travel hub.
https://www.prnewswire.com/news-releases/the-future-of-travel-tripcom-group-to-showcase-next-gen-tech-at-itb-berlin-2025-302384151.html - Trip.com Group is set to showcase next-generation technology at ITB Berlin 2025, highlighting its expanding European presence with offices in Paris, Istanbul, London, Edinburgh, Frankfurt, Rome, and Barcelona. The company reported a 70% year-over-year increase in air ticket and hotel bookings on its international OTA platform, with German travel bookings growing by nearly 60% year-over-year. This growth underscores Trip.com's commitment to innovation and its role in shaping the future of travel in Europe.

Noah Fact Check Pro

The draft above was created using the information available at the time the story first emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed below. The results are intended to help you assess the credibility of the piece and highlight any areas that may warrant further investigation.

Freshness check

Score: 8

Notes: The narrative was first published on November 7, 2025, coinciding with the conclusion of WTM London 2025. The earliest known publication date of substantially similar content is November 7, 2025. The report is based on a press release, which typically warrants a high freshness score. However, the narrative includes updated data but recycles older material, which may justify a higher freshness score but should still be flagged. The report has been republished across multiple reputable outlets, including PR Newswire and Travel and Tour World, indicating a broad dissemination of the same content. ([prnewswire.com](https://www.prnewswire.com/news-releases/tripcom-group-shapes-global-travel-trends-through-ai-innovation-sustainability-and-new-consumer-insights-at-wtm-london-2025-302608198.html?utm_source=openai)) This suggests that the content is not original and has been widely distributed. Additionally, the report includes updated data but recycles older material, which may justify a higher freshness score but should still be flagged. The narrative includes updated data but recycles older material, which may justify a higher freshness score but should still be flagged.

Quotes check

Score: 7

Notes: The direct quotes from Boon Sian Chai, Andy Washington, and Jane McFadzean are identical to those found in the original press release. This suggests that the quotes have been reused without modification. The wording of the quotes matches exactly across all sources, indicating no variations. No online matches were found for these quotes outside of the press release, raising the possibility that this content is original or exclusive. However, the identical reuse of quotes across multiple reputable outlets suggests that the content is not original and has been widely distributed.

Source reliability

Score: 9

Notes: The narrative originates from a reputable organisation, PR Newswire, which is a well-established press release distribution service. The report has been republished across multiple reputable outlets, including PR Newswire and Travel and Tour World, indicating a broad dissemination of the same content. ([prnewswire.com](https://www.prnewswire.com/news-releases/tripcom-group-shapes-global-travel-trends-through-ai-innovation-sustainability-and-new-consumer-insights-at-wtm-london-2025-302608198.html?utm_source=openai)) This suggests that the content is reliable and has been vetted by multiple reputable sources.

Plausability check

Score: 8

Notes: The claims about the launch of Trip.Planner and the statistics regarding traveller motivations are plausible and align with current industry trends. The narrative includes updated data but recycles older material, which may justify a higher freshness score but should still be flagged. The report has been republished across multiple reputable outlets, including PR Newswire and Travel and Tour World, indicating a broad dissemination of the same content. ([prnewswire.com](https://www.prnewswire.com/news-releases/tripcom-group-shapes-global-travel-trends-through-ai-innovation-sustainability-and-new-consumer-insights-at-wtm-london-2025-302608198.html?utm_source=openai)) This suggests that the content is not original and has been widely distributed.

Overall assessment

Verdict (FAIL, OPEN, PASS): FAIL

Confidence (LOW, MEDIUM, HIGH): HIGH

Summary: The narrative is based on a press release that has been widely disseminated across multiple reputable outlets, indicating a lack of originality. The identical reuse of quotes and the recycling of older material with updated data further suggest that the content is not original. While the source is reliable, the lack of originality and the broad dissemination of the same content across multiple reputable outlets raise concerns about the freshness and originality of the information.

Travel technology
Sustainable travel
AI travel planning