Q&A: Trip.com Group's Andy Washington gives us the industry scoop
We catch up with Andy Washington, general manager for Europe at Trip.com Group, to find out about booking trends, how the global online travel agency is harnessing AI and how it’s catering to clients in the UK and beyond.
1. How important is the UK market to Trip.com, and how is the market evolving?
The UK market holds a critical position in Trip.com Group’s global operations. As a company that has expanded to more than 30,000 employees worldwide in 25 years, our focus on the UK has led to significant growth.
From a humble start in 2017 to representing about 75% of Trip.com Group’s employees in Europe at the end of 2023, the UK team based in our Edinburgh and London offices have seen an almost 30% increase in size since 2022. This growth underscores our commitment to understanding and catering to UK travellers.
2. What key trends are you seeing in the UK?
In 2023, the UK’s travel industry has seen a dramatic surge in outbound travel, indicating a robust recovery from the pandemic’s constraints. Based on our data, flight bookings have increased by 66%, and hotel reservations have risen by 88%. This trend signifies a reinvigorated enthusiasm amongst British travellers for international exploration, with Thailand, Spain, Turkiye [Turkey], Malaysia, and Singapore emerging as the top destinations.
Concurrently, the UK is seeing an uptick in inbound tourism, particularly from China, evidenced by a 150% increase in flight bookings and a 155% rise in hotel reservations from Chinese travellers. Leading urban destinations such as London, Manchester, Edinburgh, Glasgow, and Birmingham are drawing significant attention from these visitors.
In response, Trip.com is proactively adapting its offerings. The company is utilising AI to analyse user reviews and feedback, creating personalised travel options. This strategy is about more than just customisation; it’s fostering a sense of community and establishing trust through transparency and shared experiences.
Further, Trip.com is tailoring its packages to align with these emerging trends, offering bespoke itineraries that immerse travellers in the local culture and lifestyle. Moreover, acknowledging the growing preference for sustainability and unique experiences, Trip.com is integrating eco-friendly practices into its services. They are promoting sustainable travel choices and adapting to the emerging ‘workation’ trend, blending work and leisure to meet the changing needs of UK travellers.
3. What are your key sustainability goals?
We are aligning with the growing demand for sustainable travel. Our commitment to reducing our carbon footprint is reflected in our promotion of eco-friendly tourism practices and partnerships with environmentally responsible service providers.
Key initiatives include integrating sustainable accommodation and transportation options, part of our broader mission to provide "the perfect trip for a better world". To date, over 16 million customers have chosen lower-carbon travel options, and we’ve successfully implemented a low-carbon hotel standard with 1,500+ partners.
4. Trip.com Group has a keen focus on AI, what have you been working on?
At the heart of Trip.com’s innovation lies our focus on AI technology, aimed at elevating the user experience. AI is being harnessed to offer personalised travel recommendations, streamline bookings, and enhance customer service. This approach has significantly boosted customer satisfaction and engagement.
In 2023, we launched TripGenie, an AI-driven tool that’s transforming trip planning with personalised itineraries and immediate bookings, enhancing the ease and enjoyment of travel planning. Additionally, we introduced AI-curated collections like Trip.Best, Trip.Deals, and Trip.Trends, leveraging real-time data to anticipate and cater to travellers’ desires.
These innovations are not only streamlining the booking process but also significantly improving customer service efficiency, leading to heightened customer satisfaction and engagement, and marking a new era in travel planning for 2024.
5. And how are you placing an emphasis on stand-out customer service?
Trip.com is elevating its customer service to new heights. Central to this is their Edinburgh centre, which serves as a multilingual hub catering to customers not just in the UK but across Europe. The focus is on offering localised support in various languages, ensuring that every customer’s needs are met with a personal touch.
Notably, Trip.com Group’s customer service team strives to respond swiftly, aiming to address customer inquiries within an average of 30 seconds. This target highlights the company’s dedication to efficient and prompt customer support, contributing significantly to building customer loyalty and trust.
6. Your financial results came out in November; what were the top takeaways?
In Q3 2023, the Group’s net revenue soared by 99% year-over-year, driven by a rebound in outbound hotel and air reservations to 80% of pre-Covid levels. Our global OTA platforms significantly contributed, forming nearly half of our overseas business. Bookings on these platforms surged more than 100% both year-over-year and against pre-Covid levels.
With 60% of bookings made via our mobile app, our focus on AI and digital transformation is evident. We’re expanding into Europe’s air travel market, including the UK, to further our growth and profitability. Our future strategy centres on enhancing supply chain capabilities and brand awareness for sustained global expansion.
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Place of registration: England and Wales.
Company number 08723341.
Registered address: 6th Floor, 2 London Wall Place, London EC2Y 5AU
