Recently, Trip.com has opened over 1,100 overseas positions in 75 cities across 23 countries, including London and Tokyo, covering business lines such as hotels and resorts. At the same time, the company has launched a CNY 1 billion tourism innovation fund and established strategic partnerships with hotel groups in Thailand, Malaysia, and other countries.
Trip.com's overseas expansion has been accelerating since 2020, when the company clarified its strategic direction of deepening in China and expanding globally. Initially, its outbound strategy focused on Chinese tourists traveling abroad, during which the company gradually strengthened its global network, establishing stable partnerships with key suppliers in the tourism industry, including hotels, airlines, and scenic spots. This allowed Trip.com to accumulate valuable overseas resources in international destinations, particularly in the Asia-Pacific region. In late 2020, Trip.com launched a locally tailored voucher model in Singapore, resulting in a 434% year-on-year increase in local travel bookings and a tenfold growth in new Singaporean users, validating Trip.com's "China experience + localized operations" overseas strategy.
Following the successful expansion of the voucher model, Trip.com replicated its successful domestic "live-streaming e-commerce" business model overseas. In 2023, it launched its first live-streaming tourism event targeting Chinese tourists in Thailand. In 2024, Trip.com established an Asian live-streaming center in Thailand, aiming to provide marketing solutions for partners and offer high-quality Thai travel products to consumers. Additionally, Trip.com is actively developing inbound tourism, launching initiatives like the "Free Half-Day Shanghai Tour" and "Free Half-Day Beijing Tour."
Trip.com’s global expansion has led to significant revenue growth. In Q1 2025, Trip.com's international platform, Trip.com, saw a year-on-year booking increase of over 60%, with inbound tourism bookings more than doubling, and outbound hotel and flight bookings surpassing 120% of pre-pandemic 2019 levels. CEO Sun Jie stated that the company aims to double the share of overseas revenue in the next 3 to 5 years. Industry experts point out that emerging platforms will find it difficult to challenge Trip.com's supply chain and service advantages in the short term, leading to a competitive landscape where "deep local focus" and "global expansion" are distinctly different strategies.
Trip.com Group Limited, a one-stop travel platform from China, provides travel products, services, and differentiated travel content. Established in 1999, Trip.com went public on NASDAQ in 2003 and listed on the Hong Kong Stock Exchange in 2021.