“We are guided by our mission to truly zero in on local consumer preferences and make things easier for Filipinos.” —Trip.com Group’s assistant vice president for International Market APAC, Yi Ru
Trip.com is setting its sights firmly on the Philippine market, riding the momentum of a booming travel sector and a growing appetite for experience-driven journeys.
As it moves into 2025, the global travel services provider is doubling down on its “global vision, local focus” strategy—aligning cutting-edge technology with an understanding of uniquely Filipino preferences.
In an exclusive interview, Trip.com Group assistant vice president for international marke-Asia Pacific Yi Ru cites the company’s continued commitment to serving Filipino travelers through localized services and strategic partnerships.
Powering growth
“We are guided by our mission to truly zero in on local consumer preferences and make things easier for Filipinos,” said Ru.
One such move is integrating popular local payment options like GCash, making the app more accessible to the growing base of mobile-first users in the country.
Trip.com’s dedication to local collaboration is also evident in its expanding partner network.
In 2023, it signed a landmark agreement with Megaworld Hotels & Resorts to boost domestic tourism and spotlight local hotel properties through enhanced visibility, exclusive offers, and tailored marketing campaigns.
The company also enjoys strong ties with Philippine Airlines, recently earning both the Top Performer Award and Chairman’s Circle Club Award at PAL’s annual recognition event.
These accolades reflect Trip.com’s growing influence as a key player in the country’s travel ecosystem.
Mobile-first market
Mobile usage continues to redefine the travel planning process in Southeast Asia.
According to the 2024 SEA e-Conomy report by Google, Temasek and Bain & Company, the online travel sector in the Philippines hit $3 billion in gross merchandise value last year, driven by a 13-percent year-on-year growth. This shift is something Trip.com is actively responding to.
“Filipinos are now booking more through mobile, seeking flexibility and immersive experiences. We’re responding to that demand with smarter, AI-powered tools that make the entire journey—from discovery to booking—simpler and more personalized,” Ru said.
Among those tools is TripGenie, an AI assistant that responds to voice or text, suggests real-time options, and adapts to individual user preferences over time.
With TripGenie, Trip.com has seen order conversion rates double and user engagement increase by over 20 minutes per session.
Innovation, inclusion
Trip.com’s international footprint spans 39 countries and 24 languages, supported by more than 1.7 million hotel listings and flights from over 600 airlines. Yet, its focus on regional growth, particularly across Asia Pacific, is crystal clear.
“In Q4 2024, air ticket and hotel bookings on Trip.com rose more than 70 percent year-on-year, with bookings in APAC growing by around 80 percent,” Ru said.
While the company doesn’t disclose market share data due to a lack of transparency in competitor reporting, she noted that sustainable growth is being driven by user-centric innovation and hyperlocal strategies.
Experience over possession
Trip.com’s latest consumer insights reveal a cultural shift, where travelers are increasingly planning trips around live events—concerts, sports, festivals—rather than destinations alone.
This is consistent with a broader global trend where experiences now outweigh material purchases in value.
“Travel is no longer a luxury—it’s a priority. And that shift is opening up new ways for us to support travelers, especially here in the Philippines where the appetite for rich, meaningful experiences is clearly on the rise,” Ru noted.
Securing trust
With AI at the core of Trip.com’s future, the company also keeps a close eye on emerging risks.
While Ru did not detail specific countermeasures, she assured that the responsible use of AI remains paramount, particularly as issues like deepfakes and misinformation begin to touch the travel space.
“We focus on trust, personalization, and real-time intelligence. And we’re always evolving our tools to stay ahead of the curve,” she said.
Trip.com’s strategy in the Philippines reflects its global direction: empower travelers through tech, localize the experience, and build partnerships that make the journey more seamless and rewarding.
