Trip.com Group and the Reshaping of Global Leisure Travel Demand in 2026

The global travel tech sector is undergoing a profound transformation, driven by shifting consumer preferences, technological innovation, and the lingering effects of post-pandemic recovery. At the forefront of this evolution is Trip.com Group, a company that has strategically positioned itself to capitalize on the rebound in leisure travel demand through AI-driven personalization, expanded partnerships, and a focus on high-value travel segments. As the sector grows at a projected 7–8% compound annual growth rate (CAGR) through 2026, Trip.com's ability to align its offerings with emerging trends - such as wellness-focused travel, cultural immersion, and corporate travel - positions it as a key player in reshaping the industry.

Strategic Innovation: AI and Hyper-Personalization

Trip.com's 2026 strategy is anchored in leveraging artificial intelligence (AI) to redefine the travel experience. The company has introduced tools like Trip.Planner, which generates hyper-personalized itineraries and integrates real-time transportation data, and Trip.Best, an AI-driven recommendation engine that curates bespoke travel options. These innovations align with a broader consumer shift toward quality over quantity, as 65% of travelers now view travel as a reflection of their identity. By prioritizing AI, Trip.com is not only streamlining the booking process but also addressing the demand for seamless, tailored experiences.

The company's investment in AI is paying off. According to a report by PhocusWire, Trip.com's international OTA bookings surged by 60% in Q3 2025, while its gross profit margin hit 81%, driven by international expansion and AI-centric strategies. This outperforms competitors like Expedia and Booking.com, which reported 7% and 8% growth in room nights, respectively. The growing reliance on AI tools is further validated by a joint report with Google, which noted a 190% year-on-year increase in searches for AI assistance in trip planning.

Expanding Partnerships and High-Value Segments

Trip.com's strategic partnerships are another pillar of its market positioning. The company's collaboration with the Türkiye Tourism Promotion and Development Agency underscores its focus on strengthening Asia–Europe travel corridors and positioning Türkiye as a tourism hub. Such alliances are critical in a sector where 40% of travelers now prioritize "connected" experiences, such as small-group tours and luxury retreats.

The company is also capitalizing on high-value segments, including inbound travel, wellness retreats, and corporate travel. For instance, Trip.Biz addresses the 5% projected global increase in corporate travel budgets. Meanwhile, the rise of wellness-focused trips - driven by a desire for self-care and cultural immersion - aligns with Trip.com's curated offerings in this niche. These strategies are paying dividends: inbound travel bookings for Trip.com grew by 100% year-on-year in Q3 2025, a testament to its ability to tap into global demand.

Competitive Dynamics and Market Leadership

While Booking.com and Expedia remain formidable competitors, Trip.com's focus on AI and outbound Chinese travel gives it a unique edge. In Q3 2025, Trip.com's 16% revenue growth ($2.6 billion) outpaced Expedia's 9% increase ($4.41 billion), despite both companies facing challenges from direct booking channels. The latter trend, which saw OTA bookings decline from 30% to 22% of hotel reservations in 2025, is mitigated by Trip.com's emphasis on mobile-first platforms and loyalty programs.

Moreover, regulatory headwinds in Europe - such as the Digital Markets Act (DMA) - are disproportionately affecting Booking.com and Expedia, which are expanding into non-U.S. markets to offset U.S. demand softness. Trip.com, meanwhile, is leveraging its global reach and localized insights to avoid overreliance on any single region. This agility is critical in a sector where political and economic uncertainties, such as U.S.-China tensions, continue to impact long-haul travel.

Risks and the Road Ahead

Despite its strengths, Trip.com faces challenges. The rise of direct booking platforms and regulatory scrutiny in key markets could erode its margins. Additionally, the company's heavy reliance on outbound Chinese travel exposes it to geopolitical risks, such as visa restrictions or shifting consumer sentiment. However, its diversified approach - spanning wellness, corporate, and pet-friendly stays - reduces vulnerability to any single factor.

Looking ahead, Trip.com's success will hinge on its ability to maintain technological leadership. The emergence of agentic AI, where systems autonomously act on user preferences (e.g., rebooking flights or arranging hotel amenities), is a frontier where Trip.com's tools like TripGenie could gain traction. As the industry moves toward "connected retailing" - streamlining fragmented travel content through cloud-native solutions - Trip.com's AI-driven ecosystem is well-positioned to lead.

Conclusion

Trip.com Group's strategic positioning in 2026 reflects a deep understanding of the evolving travel landscape. By combining AI innovation, strategic partnerships, and a focus on high-value segments, the company is not only capturing market share but also redefining what travelers expect. While challenges persist, its agility, global reach, and data-driven approach make it a compelling investment in a sector poised for sustained growth. For investors, Trip.com's ability to adapt to-and anticipate-consumer needs underscores its potential to remain a leader in the reshaping of global leisure travel demand.