Winning in Attractions: Innovation, Personalisation, and the Travel Experience Economy

The travel industry is undergoing a profound transformation, influenced heavily by a new generation of travellers who place experiences, personalisation, and meaningful connections at the forefront of their journeys. For Trip.com Group, this shift isn’t just a response to consumer preferences; it’s an opportunity to usher in a new era of experiential travel. The company’s evolving ecosystem is driving growth in Attractions and Tours, spurred by technological advancements, integrated partnerships, and expansive global reach.

Consumer Confidence and Integrated Platforms

Jim Ji, the Chief Executive Officer of Attractions & Tours at Trip.com Group, highlights the robust consumer confidence in key markets. “Our integrated platform strategy continues to attract new users seeking seamless, end-to-end travel solutions,” he shares. This momentum emphasizes the growing expectation among travellers for a comprehensive and tailored journey, where flights, accommodations, attractions, and experiences are interwoven effortlessly.

Demand for Customised Packages

The surging demand for customised travel packages reflects a significant shift in traveller expectations. Today’s consumers seek journeys tailored to their individual interests, communities, and passions. Trip.com Group anticipates generating approximately $5 billion in gross merchandise volume from destination services, significantly driven by robust demand from the Asia Pacific region and exponential growth in core attraction categories. “We see travellers choosing us because we bring the entire journey together — flights, hotels, attractions, and experiences — all in one place,” Ji explains.

Technology and Immersive Experiences

As technology continues to reshape the landscape of travel experiences, immersive entertainment is at the forefront of this shift. Interest in tech-driven attractions has surged globally, with searches for these experiences increasing notably. For example, the Las Vegas Sphere, hosting one of the world’s most advanced immersive shows, reported a remarkable increase in bookings via Trip.com—climbing into the thousands year-over-year. Similarly, Tokyo’s Immersive Fort experienced a sixteen-fold rise in interest.

“Today’s attractions are not merely destinations,” Jim emphasizes. “They are environments that invite people into fully realized worlds.” Modern travellers yearn to be part of a story rather than just observers.

Innovating the On-the-Ground Experience

Trip.com Group is committed to enhancing the practical experiences of its users through innovative solutions. A major step forward has been the implementation of multilingual ticketing machines designed to facilitate smoother access to attractions while boosting operational efficiency.

These ticket machines support up to 15 languages, including English, Spanish, Chinese, Japanese, and Korean. They allow visitors to purchase tickets in their preferred language and currency, while also offering various payment options. “The ticketing machine enhances convenience for travellers and lowers costs for our partners,” Ji explains. With these machines functioning across multiple countries, they have already generated substantial revenue and significantly reduced queue times.

Personalisation Powered by AI

As the demand for bespoke experiences rises, Trip.com Group is leveraging artificial intelligence to construct journeys that resonate with the unique preferences and behaviours of individual travellers. “AI now plays a vital role in reviewing content and refining recommendations, providing timely and polished information,” Jim states.

The AI customer service platform has seen vast improvements, resulting in quicker resolution rates and enhanced user satisfaction. Multilingual AI capabilities have been particularly beneficial in accommodating tourists across Asia, significantly enhancing the travelling experience.

Furthermore, tools like Trip.Planner offer hyper-personalised itineraries, showcasing more than 20 million points of interest, while Trip.Best and Trip.Pulse highlight trending activities and events. “AI will become one of the most powerful partners to the travel industry,” Ji comments, emphasizing the necessity of pairing human creativity with advanced technology.

Evolving the Experience Economy

Trip.com Group recently released a report identifying key themes shaping the travel landscape alongside Google. The findings suggest that confidence in technology will foster a new era of travel planning, with searches for assistance in trip planning skyrocketing. The experience economy is morphing, focusing less on solo adventure and more on shared connection.

“Concert travel has become a defining phenomenon,” Ji outlines, noting that over 60% of Asia Pacific travellers have journeyed abroad for concerts. The emotional connections fostered during such experiences are reshaping how destinations cater to their visitors.

Strategic Partnerships for Enhanced Experiences

With momentum building in the experience economy, Trip.com Group is strategically aligning with key industry stakeholders such as Live Nation and Hong Kong Disneyland. These partnerships aim to create enticing products and experiences that promote longer stays and increased destination appeal.

“What we’re witnessing is a new wave of travel driven by emotion and shared passion,” Ji remarks. This paradigm shift is changing how organisations think about hosting events and how the comprehensive travel service can facilitate these experiences.

Preparing for a Future of Unique Travel Experiences

With significant global events on the horizon, including those scheduled for 2026, Trip.com Group is expanding its ecosystem to meet the growing desire for unique travel experiences. Ji believes that the future of attractions will revolve around integrated platforms that unite discovery, booking, and engagement within a single seamless journey.

“The next chapter of travel is all about depth,” he states. “Travellers want stories, communities, and moments that stay with them long after they return home. Our goal is to guide them toward those experiences and build an ecosystem that empowers partners to bring them to life.”

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