Trip.com aims to bring the best travel inspiration and deals to adventurers via livestreaming, revolutionising the way partners and consumers connect to boost the tourism industry (Photo: Trip.com)
The plethora of literature dedicated to cultivating successful C-suite executives is vast as leaders today encourage team creativity and innovation to future-proof their enterprises. The accomplishments of great visionaries over the decades, from Jeff Bezos and Elon Musk to Mark Zuckerberg, have displayed courage and conviction. But few took it to the next level, and quite literally, like Trip.com Group’s co-founder and executive chairman James Liang Jianzhang.
In 2020, the global travel industry was brought to a standstill, decimating revenue streams and disrupting business models that had seemed indomitable. Companies were forced into survival mode, scrambling to mitigate losses and maintain customer engagement in a world of closed borders and grounded flights. Yet, amid this turbulence, Trip.com — founded in 1999 as Ctrip, a private-sector disruptor in China’s online travel agencies (OTA) industry — discovered a lifeline in a surprising place and engineered a blueprint for how the tourism sector could reinvent itself in times of crisis: live streaming.
When China’s coronavirus cases stabilised in 2020 and domestic travel resumed, Liang traded in his formal business suit for hanfu, or traditional Chinese clothing, to host online live shows that sell holiday packages and discounted hotel room bookings. His entertaining video campaigns, one of which famously included the Sichuan opera bian lian, the bewitching art form of face-changing, have netted the company more than US$283 million (about RM1.2 billion). Although these deals are purchased in advance to be redeemed in the future, this flash-sale format — a seemingly counterintuitive pivot for a business reliant on physical experiences — translated into a pandemic recovery triumph.
trip.com_chairman_james_liang_donned_colorful_costumes_for_broadcasts_last_year_that_attracted_more_than_200_million_online_views.jpg
Peddling hope and inspiration for a time when crossing countries and continents would once again be possible, the live stream series (later branded as Boss Live Shows) courted millions of viewers across social platforms such as Fliggy, Douyin (the country’s TikTok) and WeChat. Capitalising on a captive audience stuck at home and playing into the psychology of scarcity and FOMO, the company generated more than US$360 million in gross merchandise value (GMV), signalling a remarkable turnaround in consumer interest and engagement.
To strengthen its initiatives, Trip.com invited hotel representatives and tourism ministers from around the region to showcase their countries’ highlights, from idyllic islands and vibrant cities to dining hotspots. In a session mediated by the group’s vice-president Sun Tianxu (who hosted more than 200 live streams to date), Thailand’s former prime minister Srettha Thavisin, minister of culture Sudawan Wangsuphakijkosol and governor of Tourism Authority of Thailand Thapanee Kiatphaibool were seen promoting the many charms of the Land of Smiles be it Bangkok’s Michelin-starred restaurants, Phuket’s sandy beaches and booming nightlife or Chiang Mai’s picturesque mountains.
With government higher-ups sweetening the pot by offering vouchers and attractive giveaways, the marketing approach eventually paid off in increased tourism numbers and dollars. Therefore, it was only fitting that Thailand, poster child for Trip.com’s live stream success, as 20,000 hotel rooms were sold during its 2023 Super World Trip series, was selected to house its Live Streaming Centre in Asia.
Virtual voyages
Trip.com’s Bangkok office now serves as the group’s regional hub, broadcasting content in Thai and, subsequently, in English for an international audience. Additionally, it will feature the offerings on Trip.Best — a ranking list crafted based on real user reviews and year-round sales popularity — so globetrotters can explore the best activities a certain locale has to offer.
“The new live streaming centre aims to capitalise on Thailand’s active social media user base and status as a top travel destination in the region. The move has the potential to elevate travel in Asia to new heights as we leverage the power of live streaming to engage with passionate travellers,” says chief marketing officer Bo Sun.
166746910_l_normal_none.jpg
Trip.com’s long-term goal is to expand its live streaming initiative to other markets, where the format continues to gain traction. But are the neighbouring counterparts, including Malaysia, ready for this digital rollout?
“Bangkok is just a start. We may very well be next,” says Malaysia general manager Stephane Thong. “We are growing rapidly with a strong year-on-year performance but we are not where we want to be yet. Each OTA has its own strengths and focus areas. Here, we concentrate on creating value for our customers and partners, hence a customer call centre has been set up to better serve our clients.”
Coinciding with the 50th anniversary of Malaysia-China diplomatic relations, Trip.com and Malaysia’s Ministry of Tourism, Arts and Culture signed a memorandum of collaboration to attract more visitors from the Middle Kingdom, while taking advantage of the visa-free boon between the two nations.
“We will look into digital marketing strategies that leverage our platform’s advanced artificial intelligence (AI) technology to provide recommendations and create localised content that appeal to both Chinese and the international crowd,” elaborates Thong.
Algorithms to adventures
A long time ago, bespoke itineraries were the exclusive domain of elite travellers with personal concierges. However, technology has democratised access to almost every corner of the globe — with a few taps, one can summon a boat ride down the Mekong river, sign up for a tango lesson in Buenos Aires or even sleep under the Arctic sky. Yet, ironically, the more choices we have, the less we seem to know what we really want.
Providing real-time suggestions, while overseeing the rituals of departure, arrival and discovery, is Trip.com’s AI-powered assistant TripGenie. Unlike conventional machine language tools that merely answer queries, this intuitive bot presents actionable responses when you feed it with specific prompts such as “Where are the best hotels with a view of the London Eye?” or “What are the regulations for bringing duty-free items back home?”. The conversational interface seamlessly replies with city maps and direct links for bookings, allowing travellers to craft journeys by cutting through the clutter and refining their options in a fraction of the time.
Trip.Best is just one of many curated lists fuelled by AI, which tidies up details that would otherwise take an office employee hours to finesse, be it personal interest, travel behaviour and even sentiment analysis from social media. The capacity to foresee and respond to disruptions is invaluable for hospitality agencies striving to maintain service that is not just reactive but also anticipatory. With the right input such as one’s desired travel dates, preferred activities or budget constraints, technology can generate a full itinerary in minutes.
Trip.com, and its ever-expanding AI capabilities, ensures more of your time is spent on creating memories rather than managing minutiae. After all, it is the subtle transformation of a well-planned trip into something more profound — a journey that resonates and, above all, stays with you long after you have unpacked your bags — that counts.
Screen to scenes
Explore Bangkok’s highlights as recommended by Trip.com’s AI technology
Stay
sidebar_the-athenee.jpg
Flanked by embassies on tree-lined Wireless Road, The Athenee Hotel offers a taste of an aristocrat’s life. Cutting a relaxing demeanour in a mega-city known for its relentless energy, the Luxury Collection member was built on the grounds that housed the palace of Princess Valaya Alongkorn (daughter of King Rama V). Thus, it is only natural that the guest rooms and stately suites incorporate subtle nods to Thai royal motifs and the hotel’s regal lineage. For example, the Vimarn Siam draws on the architectural elements of the king’s summer palace, which embraces 19th century European and oriental decor, while the wood-themed Ruen Thai mimics the interior of homes during the Old Kingdom’s Ayudhya period.
Featuring eight gourmet dining options, The Athenee has a range of selections, from authentic Thai cuisine to Japanese kaiseki and even a Thai-French bakery. Those interested in venturing beyond this steward of heritage and style will find premium retail destinations such as Central Embassy and Gaysorn Amarin just a 10-minute walk away.
Eat
sidebar_somboon_seafood.jpg
Thailand is observing a steady, thrilling rise of Michelin-starred restaurants but if you are looking to sample dishes that teeter between the heat of bird’s eye chillies in curries or the sharpness of galangal and lime in tom yam, Blue Elephant remains unapologetically local. Owner-chef Nooror Somany Steppe, the energetic matron behind a longstanding culinary empire, established the first Blue Elephant in Brussels, Belgium, with her husband more than 30 years ago before setting up an outlet back home. The Bangkok branch, decked out with cheery slabs of contemporary art and photographs of “who’s who”, has long been a regular spot for hosting members of the Thai royal family and foreign official guests. Do not leave without trying the Phuket-style crab curry, as well as the sea bass wrapped in banana leaves, grilled in a bamboo case.
Dining at Somboon Seafood comes with the ensuing mess of shell shrapnel, juice and grease. But the restaurant’s fried curry crab, teeming with cayenne pepper and lashings of scallions, is worth putting up a fight. The cracking of claws and dismantling of limbs continue in the roasted fresh water prawns with glass noodles baked in a claypot. Creep into every crevice of your crustacean with bare fingers, if you do not mind the dry-cleaning bill afterwards.
For the quintessential street food experience, nothing quite rivals Jodd Fairs in the Rama 9 neighbourhood. Aroma of charcoal-roasted meat and smoky skewers waft through the air, guiding hungry visitors on a culinary treasure hunt. Look out for the gravity-defying tower of leng zabb (spicy pork spine soup with lime), kanom krok (Thai coconut pancake) and — not for the squeamish — fried insects. When the city seethes under extreme temperatures, the mango smoothie is the perfect antidote to the sweltering heat.
Do
sidebar_wonderful_cruise.jpg
Whether they are seen under a blazing tropical sun or awash in the rays of a mellowing moon, Bangkok’s many temples sparkle and glow like a vision out of the Arabian Nights. Wat Arun, however, stands out more than others. Soaring 79m into the atmosphere, its Khmer-style tower is covered in intricate patterns of glazed porcelain and colourful ceramic tiles. The painstaking attention to detail, from the floral emblems to the shattered Chinese porcelain that glimmers like a million tiny mirrors, lends the temple a tactile beauty that invites one to study it from every angle.
Wat Arun also shimmers like a jewel box that gleams against the skyline during sunrise and sunset, a view better enjoyed from the airy upper deck of a luxury boat that skims along the Chao Phraya River. Aboard the Wonderful Pearl Cruise, experience a front-row seat to the city’s most iconic landmarks such as the Grand Palace, Wat Phra Kaew, Wat Pho, Wat Rakang and the Rama VIII Bridge, while you dine and dance away to a live band.
This article first appeared on Oct 14, 2024 in The Edge Malaysia.
