China's largest online travel company Trip.com Group recently updated the approach to its packaged tour business, one of its four core divisions.
During the company’s 2025 Global Partners Conference, Ruiliang Chen, senior vice president of Trip.com Group and CEO of the group’s packaged tour unit, introduced the "Win-Win Ecosystem 3.0 Model." This new strategy emphasizes innovation across technology, business operations, and content to drive substantial growth.
Chen highlighted that the company’s travel platform has evolved through three stages: the "Connection 1.0 Model," which facilitated transactions, the "Empowerment 2.0 Model," focused on efficient collaboration, and now the "Win-Win Ecosystem 3.0 Model," aiming to create a comprehensive and thriving ecosystem.
The company has developed an integrated AI solution framework, featuring large language model for travel and various other AI technologies, including AI agents. The goal is to enhance operational efficiency, reduce costs, and improve user experience.
Trip.com Group has also ramped up efforts in areas like reputation rankings, Points of Interest (POI), and live streaming. In 2024, the company hosted over 90,000 live streams on its platform and nearly 20,000 external broadcasts across 20+ countries and regions. This resulted in a transaction volume exceeding USD 200 million, reflecting an over 200% growth rate.
In Q3 2024, Trip.com Group reported net revenue of RMB 15.9 billion (USD 2.17 billion), a 16% year-over-year increase, and net profit of RMB 6.8 billion (USD 0.93 billion), up 47%. The company's outbound hotel and air ticket bookings have rebounded to 120% of pre-pandemic 2019 levels, with international OTA platforms growing by more than 60% year-over-year.
According to industry analysts, Trip.com Group, including its investment in Tongcheng Travel, holds around 60% of China’s online travel market, securing a relatively stable position. However, the online travel landscape is changing rapidly, and with the increasing number of new entrants, Trip.com Group is facing mounting pressure.
Beyond direct rivals like Meituan and Douyin, which have entered the travel market, content platforms like Xiaohongshu are also becoming influential discovery tools for travelers, posing a growing threat to Trip.com Group.
