Published on
November 8, 2025
Trip.com Group was the centre of attraction at WTM London 2025, an event that is considered to be one of the most important travel trade fairs in the world. The company’s presence at the Excel London event was characterised by key sessions where Trip.com Group opened up a dialogue on the changing travel factors, the use of artificial intelligence (AI) in personalization and the increasing significance of eco-friendliness in the tourism industry.
As the global travel landscape continues to evolve, Trip.com Group is positioning itself as a leader in integrating technology with sustainability, offering personalised travel experiences, and guiding the industry toward a smarter, more responsible future.
Evolving Travel Motivations: From Escape to Connection
Trip.com Group’s participation at WTM 2025 was centred on the changing motivations behind travel. According to insights shared by Mr. Boon Sian Chai, Managing Director and Vice President of International Markets at Trip.com Group, travel is no longer just about escape; it’s now about connection. This shift, outlined in the Why Travel? report, shows a growing preference for longer stays and a greater interest in nature- and culture-based itineraries. With a 53% rise in searches for slower-paced cultural experiences, travellers are increasingly seeking meaningful, authentic, and value-driven journeys.
Trip.com Group’s focus on facilitating this shift includes creating personalised travel experiences, allowing customers to engage with their destinations more deeply through eco-certified accommodations and tailored activities that reflect these evolving interests. The company’s partnerships with global organisations help create accessible, responsible, and personalised travel opportunities that resonate with today’s intentional traveller.
AI-Driven Personalisation: Empowering the Future of Travel Planning
In a session dedicated to the Future of Travel Technology, Mr. Andy Washington, General Manager for Europe at Trip.com Group, introduced Trip.Planner, a new tool designed to streamline the travel planning process. Trip.Planner combines itinerary creation, dynamic recommendations, and real-time updates, making it easier for travellers to customise their trips. This one-stop hub allows users to build trips that meet their unique preferences, from booking flights to exploring destination options.
As Trip.com Group expands Trip.Planner into the European market, the platform aims to enhance flexibility and transparency for travellers. By integrating smart planning tools and hyper-personalisation, Trip.com Group is catering to the growing demand for customisable travel, empowering travellers to create experiences that align with their specific needs.
Mr. James Spalding, Regional Flights Director, also discussed how AI is being used to improve customer engagement, not as a replacement for human touch, but as a means to amplify it. By using data intelligence combined with human empathy, Trip.com Group is transforming the customer journey, offering seamless support before, during, and after the trip. This focus on personalisation is helping the company lead the way in providing exceptional service that meets the individual needs of every traveller.
Sustainability: Turning Travel Intent into Action
Sustainability has become a central theme in global travel, and Trip.com Group is leading the charge in helping travellers make responsible choices. Ms. Jane McFadzean, Senior Director of Global Sustainability at Trip.com Group, discussed the growing demand for sustainable travel options. Despite 92% of travellers expressing interest in more sustainable practices, fewer than 60% follow through. This gap between awareness and action highlights the critical role of platforms like Trip.com in making sustainable travel choices more visible and accessible.
At WTM London 2025, Trip.com Group showcased how it is bridging this gap by promoting eco-friendly accommodations, green travel packages, and sustainable tour options. The company’s commitment to sustainability is evident in its efforts to make responsible travel choices easier for consumers, thus encouraging broader action toward reducing the carbon footprint of the global tourism industry.
Trip.com Group’s Vision for a Smarter, More Sustainable Future of Travel
Trip.com Group’s presence at WTM London 2025 underscored its commitment to shaping the future of travel through AI, sustainability, and consumer insights. By focusing on personalisation, Trip.com Group is not just adapting to the evolving travel needs of today’s consumers but also paving the way for a smarter and more sustainable travel experience.
The company’s efforts to integrate AI into travel planning, support eco-conscious choices, and respond to the shifting motivations of modern travellers demonstrate its leadership in the global travel market. As Trip.com Group continues to innovate and expand its services, it is set to play a pivotal role in driving the transformation of the travel industry, ensuring that it remains relevant, responsible, and responsive to the needs of both travellers and the environment.
A New Era in Global Travel Innovation
Trip.com Group’s showcase at WTM London 2025 reinforced its position as a trailblazer in the travel industry, leading the way in AI innovation, sustainable practices, and a deep understanding of evolving consumer behaviour. With tools like Trip.Planner and a strong commitment to sustainability, the company is helping redefine what it means to travel in today’s world. As the industry continues to adapt to new trends and consumer expectations, Trip.com Group is poised to continue shaping the future of global travel, making it more personalised, sustainable, and accessible for all.
