As Asia’s travel industry roars back to life, Trip.com Group is doing more than simply riding the recovery wave—it’s reshaping the region’s travel landscape. Under the strategic leadership of CEO Jane Sun, the company has leveraged innovation, technology and partnerships to not only surpass pre-pandemic performance but also redefine how travelers in Asia plan, book and experience their journeys.
Reclaiming Asia’s Travel Boom
The post-pandemic resurgence of travel in Asia-Pacific (APAC) has been swift and uneven, but the group has navigated that complexity with precision.
In the third quarter of 2025, the group reported net revenue of 18.3 billion yuan (US$2.6 billion), representing a 16% year-on-year increase. The group’s international online travel agency (OTA) platform, Trip.com, saw overall reservations jump by around 60% year-on-year during the quarter ended September 30.
“The resurgence of global travel signals a profound shift toward connection and discovery,” says Sun, who was named among Forbes Asia’s Power Businesswomen 2025. “At Trip.com, we are harnessing this momentum to expand access, enhance local experiences and deliver seamless, technology-driven journeys—strengthening our role as a trusted global platform connecting people, cultures and markets.”
As consumer preferences evolve, Trip.com’s regional strategy focuses on innovation, collaboration and trust—three pillars that continue to drive its growth.
Across APAC, Trip.com is turning the region’s strong rebound in travel into sustainable, inclusive progress. By localizing offerings, curating distinctive experiences and strengthening cross-border connectivity, Trip.com is deepening its relevance with travelers while empowering local partners. With Singapore as a strategic hub, Trip.com continues to broaden collaborations with airlines, tourism boards and hospitality stakeholders to capture Asia’s growing appetite for premium, experience-led journeys. This integrated approach—anchored in innovation, trust and shared prosperity—ensures that the region’s travel revival delivers lasting value for travelers, communities, destinations and partners alike.
Innovation as a Growth Engine
Innovation is not just a buzzword for Trip.com, whose international headquarters is in Singapore; it is central to its growth story.
“We have been investing in technology and innovation to enhance user experience while promoting our partners’ offerings to their targeted consumers, including high-spending tourists and eco-conscious travelers,” Sun explains.
One of the company’s standout initiatives is Trip.Planner, launched in August 2025. The platform functions as an AI-powered, one-stop travel concierge that integrates flights, trains, hotels, restaurants and attractions into a single, dynamic itinerary with real-time updates. By streamlining the travel planning process, it delivers a frictionless experience for users and creates new opportunities for partners.
Another key tool is TripGenie, the group’s AI travel assistant which continues to see rising engagement across markets. TripGenie provides personalized recommendations, tailored itineraries and instant responses to traveler queries.
“Our AI capabilities extend across the entire customer journey—from trip planning to post-travel support,” says Sun. “By leveraging technology, we can provide relevant suggestions, generate actionable itineraries and deliver smarter, faster responses that enhance every part of the traveler experience.”
The group’s commitment to innovation also extends to its ecosystem of partners. In May 2025, at the Envision Global Partner Conference in Shanghai, it launched a US$100 million Tourism Innovation Fund. The fund supports destinations, organizations and entrepreneurs seeking to reimagine the travel experience— accelerating digital transformation across the tourism value chain.
“Through innovation and investment in technology, we will continue to unlock new value for our partners and empower our users with seamless, personalized experiences,” Sun adds.
As technology advances, Sun says, Trip.com is just as focused on people as it is on innovation. The company is continually upskilling its teams to collaborate with new technologies while holding onto the qualities which machines can’t replicate—empathy, creativity and cultural understanding. “We view technology as a powerful enabler—one that complements and augments human capabilities, rather than replacing them. That balance—tech-enabled, human-centered—is what allows us to innovate at scale without losing the soul of travel,” she adds.
Highlighting Trip.com’s strong investment in human capital—including a 400% increase in its Southeast Asia workforce over the past five years—Sun says the company remains focused on building local expertise. “We’re consistently identifying and recruiting top talent from both the public and private sectors across key markets such as Singapore,” she adds. “We will continue to bring on board talent that understands our customers and can create new value for them and our partners.”
Harnessing Partnerships to Strengthen Regional Presence
As Trip.com deepens its roots across Asia, partnerships have become a cornerstone of its regional expansion.
In October 2025, Trip.com was among the travel companies participating in Singapore Airlines’ “Time to Fly” Travel Fair—a three-day event that brought together travel agents and banks to offer exclusive travel deals and promotions. The collaboration underscored Trip.com’s commitment to deepening its relationships with leading industry partners, while enhancing its visibility among Asia’s growing base of affluent, experience-driven travelers.
In recent years, Trip.com has pursued collaborations across Asia with tourism boards and leading lifestyle, entertainment and hospitality partners, among others. One such key collaboration is with Jewel Changi Airport, aimed at promoting travel to Singapore and reinforcing its status as a global gateway for premium experiences. A recent partnership with Live Nation Asia further extends this vision, integrating live entertainment with travel and offering fans across major Asian markets seamless access to concerts, flights, hotels and curated local itineraries on the Trip.com platform—strengthening its position as the go-to one-stop shop for integrated, enriching journeys.
Trip.com has also forged collaborations with leading players in the banking and financial industry. One key partner is DBS, which is the presenting card partner for Trip.com Singapore’s signature double-double mega campaigns such as the 11.11 campaign. Citibank, DBS, HSBC and Standard Chartered have also partnered Trip.com at offline events, including the Singapore Airlines “Time to Fly” Travel Fair 2025 and NATAS Travel Fair, among others.
These alliances reflect the company’s “glocal” focus—global reach, local relevance. By leveraging insights from local partners, Trip.com can curate authentic experiences that resonate with travelers while supporting domestic tourism economies.
Success Built on Trust
In an industry defined by experiences, trust is currency.
Sun’s leadership philosophy is simple but powerful: “Customers first. Partners second. Trip.com third.”
That approach has translated into concrete actions. Trip.com has expanded its multilingual 24/7 customer support, grown its regional partner network and enhanced payment flexibility through collaborations with leading fintech firms across Asia, among others.
“Understanding cultural norms and customer preferences is critical, particularly in Asia,” Sun notes. “Every market is different—from payment methods and service expectations to communication styles. By staying close to our customers and delivering on our promises, we build lasting relationships that go beyond transactions.”
Pointing to the company’s customer service model—where automation now handles more than 80% of inquiries to deliver fast, round-the-clock support, Sun notes that when urgency strikes, human agents step in, typically responding within 20 seconds. “That level of responsiveness helps build trust in critical moments,” she adds.
Beyond service excellence, Trip.com recognizes that lasting trust is built through its people and shared values. The company continues to nurture a workplace culture rooted in empathy, flexibility and belonging—empowering employees to deliver their best for travelers and partners. Family-friendly initiatives such as hybrid work arrangements and enhanced childcare leave reflect a deep belief that professional success and personal well-being go hand in hand. Collectively, these efforts strengthen the culture of trust that connects teams, partners and millions of travelers around the world.
Outlook Ahead
Looking ahead, the company is positioning itself not just as an online travel agency but as a comprehensive travel ecosystem connecting travelers, partners and destinations globally.
“Asia remains one of the most diverse and opportunity-rich travel regions in the world,” says Sun. “We see enormous potential in providing more personalized, sustainable and technology-driven travel experiences to meet evolving customer needs.”
Yet, Sun remains pragmatic about the challenges ahead. “The pace of recovery varies widely across markets,” she says. “Regulatory changes, visa policies, safety perceptions and macroeconomic factors such as currency fluctuations and inflation are all challenges that we must navigate.”
As Asia’s travel sector enters a new era defined by data, personalization and sustainability, Trip.com is uniquely positioned to lead the transformation. Its continued investment in AI, partnerships and trust-driven relationships reflects a long-term strategy that goes beyond short-term market cycles.
For Sun, who has led the company through one of the most turbulent periods in modern travel history, the mission remains clear. “The future of travel is about talent, technology and trust,” she says. “Our goal is to make travel more accessible, seamless and meaningful for everyone.”
With its combination of innovation, strategic vision and deep regional understanding, Trip.com isn’t just facilitating Asia’s travel comeback—it’s shaping what the next generation of travel in the region will look like.