User-Centric Travel Tech: Global Lessons

User-Centric Travel Tech: Global Lessons

Introductory summary

“In today’s rapidly evolving travel landscape, user-centric technology is reshaping how travellers interact with platforms and brands. Boon Sian Chai, Managing Director and Vice President of International Markets at Trip.com Group, explores the power of AI-driven innovations and seamless digital experiences that are transforming the travel industry globally, with a particular focus on Asia’s leadership in adopting these technologies.”


Over 65% of bookings on our global platform are now made via mobile, with that figure climbing to 75% across Asia. This shift highlights the increasing importance of user-centric technology in the travel industry, changing the way travellers interact with brands and platforms. In particular, China is leading the charge, driven by rising consumer expectations and rapid technological advancements. In my upcoming keynote, I’ll be discussing how Trip.com Group is bringing this user-first approach to the world stage, powered by cutting-edge technologies and platforms.

The Power of User-Centric Technology in Asia

Across Asia, including fast-adopting markets like China and Southeast Asia, consumers have integrated user-centric technology into their daily lives, reflecting a strong preference for seamless digital experiences. The e-commerce livestreaming market in China is expected to reach 700 million users and 1 trillion USD by 2025 . It is also experiencing significant growth in the Southeast Asia region, where the number of users is projected to reach 300 million by 2025.

This is clear during major travel periods, as millions of travellers look for personalised experiences. For example, as part of their travel planning, Chinese travellers may seek inspiration, deals, and personalised recommendations through our app’s livestreams and AI-driven tools. They expect a smooth mobile booking process and remain engaged through reminders, notifications, and sharing reviews. This continuous, seamless engagement throughout the travel experience is the essence of user-centric technology.

Applying Innovations to Global Markets

At Trip.com Group, we’ve embraced a user-centric approach, meeting customers’ localised needs on their preferred platforms. We launched livestreaming in 2020 to boost post-pandemic travel confidence, and this year we introduced our Asia Live Streaming Centre in Thailand, offering travel inspiration and deals to a broader audience.

Local partnerships have been key, particularly in Southeast Asia and Europe, where we’re enhancing personalisation and convenience for travellers. Non-traditional technologies like AI, machine learning, and big data play a major role in this transformation, allowing us to predict traveller behaviour, personalise recommendations, and provide 24/7 AI-powered customer support.


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The Consumer Journey: A Global Perspective

The modern traveller’s journey is strikingly similar, regardless of where they are based. While regional differences in technology adoption rates exist, the core expectations—personalisation, convenience, and real-time support— remain the same.

While a traveller in Asia might use voice search, one in Europe might rely on a mobile app. No matter the starting point, at Trip.com, we’ve develop tools and partnerships to deliver these experiences to travellers worldwide, ensuring seamless, personalized interactions throughout their journey.

In conclusion, the innovations driving user-centric travel tech in markets like China can serve as a model for the global travel industry. By focusing on customer engagement across platforms, offering seamless and personalized experiences, and harnessing the power of AI, we can transform travel from a series of transactions into a rich, connected experience at every step.

I look forward to sharing more during my keynote, where I’ll explore how Trip.com is driving this evolution and bringing these next-generation travel experiences to customers around the world.

Boon Sian Chai, Managing Director and Vice President, International Markets at Trip.com Group

Boon Sian Chai currently serves as Managing Director and Vice President of International Markets at Trip.com Group. Based in Singapore, Chai oversees the entire International Hotel Supply team spearheading the growth of supply partners internationally. Prior to joining Trip.com Group, Chai progressed through the ranks during his more than 14years in the online travel agency (OTA) space. With an extensive knowledge and in-depth experience of the OTA space, Chai enjoys spending time consulting with hotel partners on their pricing, distribution and marketing strategies. His geographic coverage includes Asia Pacific, having spent time in Hong Kong and Shanghai, and he has extensive networks in these markets. Before moving into the online travel space, Chai was the COO of an IT startup company specialising in online human resource systems and held corporate planning and e-commerce positions with various enterprises working on strategic planning, business development and sales and marketing. Chai holds an MBA from the Chicago Booth School of Business and a BSc with first-class honours from Loughborough University.

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