Trip.com Pivots to Pan-Asian Travel as International Bookings Surge 60%
Trip.com shifts from China focus to pan-Asian platform with 60% international booking surge. CEO Jane Sun targets intra-Asian travel leadership in 3-5 years.
Trip.com Group is repositioning itself from a China-focused platform to become the leading service provider for intra-Asian travel within three to five years, CEO Jane Sun announced as the company reported US$2.6 billion in quarterly revenue.
The Shanghai-based online travel agency reported net revenue of 18.3 billion yuan (US$2.6 billion) in Q3 2025, marking a 16% year-over-year increase. International bookings surged approximately 60% compared to the previous year, with Asia-Pacific bookings growing over 50%.
Strategic Expansion Across Southeast and Northeast Asia
Trip.com increased its sales and marketing expenses by 23.6% in Q3 2025, primarily targeting new markets including Thailand, Japan, South Korea, Vietnam, Malaysia, Indonesia, and the Philippines. The company has established partnerships with Singapore Airlines, Jewel Changi Airport, and Live Nation Asia to create integrated travel-entertainment packages for regional travelers.
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The expansion strategy centers on three pillars that proved successful in China. Service excellence includes 30-second call center connections worldwide with native-language support. Competitive pricing uses the company's scale to negotiate favorable rates. Brand investment focuses on building trust through consistent customer service experiences.
"As long as people are travelling, we should be okay. The world is a big place," Sun said.
Technology and Specialized Products Drive Growth
Trip.com launched Trip.Planner in August 2025, an AI-powered tool that creates personalized itineraries for travelers. The technology contributed to 24% quarter-over-quarter revenue growth in Q3 2025. AI integration has reduced development time from five days to one or two days across operations.
The company's Old Friends Club, targeting travelers aged 50 and above, saw over 70% growth in both membership and revenue in Q3 2025. The specialized program offers itineraries designed for retired travelers who typically spend longer periods and more money on trips.
Corporate travel revenue grew 15% year-over-year in Q3 2025, supporting business-to-business expansion in markets like Singapore and Hong Kong. The company is also developing specialized themed holidays including ski trips, diving experiences, and cultural tours.
Regional Tourism Boom Creates Opportunity
Trip.com's timing aligns with Southeast Asia's tourism expansion, as governments prioritize infrastructure upgrades and implement reciprocal visa-free policies. The region accounts for 52% of global air travel growth in 2025, with Japan and Vietnam leading visitor arrivals at 21% year-over-year increases.
Chinese outbound travelers increasingly favor short-haul Asia-Pacific destinations. Thirty-seven percent chose Southeast Asia destinations like Thailand and Malaysia in 2025, while 29% traveled to Northeast Asia destinations including South Korea and Japan. Lower fares and cultural proximity drive this preference shift.
Food-focused travel has emerged as a key demand driver. Sixty percent of Trip.com users search food content, with festivals (62%) and street food tours (52%) ranking as top attractions. The company is developing specialized products around culinary experiences across regional markets.
Sun believes capturing Asia's top spot means becoming number one globally, given the region's rapid growth trajectory and expanding middle class.
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