Trip.com was the first online travel agency to integrate generative artificial intelligence into its app with the debut of its TripGen chatbot in February 2023.
Last June at Phocuswright Europe, Amy Wei, senior product director at Trip.com Group, said the company was already seeing a boost in conversions from TripGen users and called it a "game-changing opportunity." Not long after, Trip.com unveiled its more powerful AI travel planning assistant TripGenie.
In a follow-up conversation, Wei said Trip.com aims to use the virtual assistant to create a “perfect trip for a better world.”
“The generative AI-based TripGenie helps us serve that mission by making the travel planning process for customers seamless, user-friendly and engaging,” said Wei.
And travelers are interested. Wei said company data from the past year shows TripGenie users were asking a wide range of questions and using the Trip.com app for a "remarkable" 20 minutes or more - double the length of app users not engaging with the tool.
“It proves our premise that a versatile travel AI assistant is important to guide travelers throughout their journey, from inspiration to planning, booking, post-booking and even on the road,” said Wei. “TripGenie makes it easier for travelers to express themselves, especially with complex requests.”
But in terms of how the AI assistant is impacting overall strategy, Wei said TripGenie is helping the company to better understand travelers and improve service.
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And since its launch, the product has undergone marked advancements.
“The most notable change I've made to TripGenie since its launch is transforming it from a contextual bot to a versatile virtual assistant,” said Wei. “You can now engage it via conversation and go beyond having simple questions answered to taking action directly in the app.”
Wei answered questions as part of PhocusWire’s initiative to check in with travel companies that were early adopters last year of generative AI. Responses have been edited and condensed for clarity.
What have you learned since implementing AI into your business plan?
TripGenie is one of the many ways AI has been implemented in the business to enhance productivity across all functions, such as marketing, operations, engineering and customer service. Implementing TripGenie has allowed us to comprehend users’ requests through the LUI (language user interface), utilizing the power of natural language understanding to grasp customer journeys in real-time. This helped us to learn more about user behavior and address our customers' direct needs more efficiently and thoughtfully, covering both travel inspiration and travel-related questions.
How has your strategy changed since you first started?
In the beginning stages, TripGenie primarily handled simple text interactions, such as Q&A. Recognizing the need for a more immersive user experience, we expanded TripGenie to include voice support and multiple languages. As we delved deeper, TripGenie’s functionalities broadened. It no longer confined itself to isolated tasks but embraced the entire user journey. This strategic expansion aimed to enhance user engagement and satisfaction - we took a leap further by integrating it into our customer service processes. The strategy shift wasn’t just about technical upgrades; it was about enhancing the user experience overall. From simple Q&As to comprehensive integration across the entire user journey, our strategy has evolved to meet the dynamic needs of our users.
What surprised you about using AI?
That it saved our customers so much valuable time, and how it made the travel planning process so seamless and user-friendly. Our cutting-edge technology eliminates the need to navigate through extensive travel guides or repeatedly filter preferred options. With TripGenie, all you need to do is share your travel requirements, and its advanced AI capabilities will help you plan trips intelligently, accurately and efficiently, even in the most complex of multi-destination travel plans.
What percentage of users engaged with the AI integration you implemented?
Surpassing a remarkable milestone with nearly a million inquiries to date, our users are experiencing a transformative connection with TripGenie. Users engaging in conversations with TripGenie experience an average session duration that is nearly double that of other users, showcasing a growing excitement for the unparalleled value that TripGenie brings to their travel journeys.
How does your conversion to booking compare to overall user conversion?
TripGenie enhances the interaction with users by leveraging a natural language user interface and providing actionable results. Since its launch earlier this year, we have seen a doubled order conversion rate and improved user retention rates, resulting in enhanced user engagement and overall service effectiveness.
What types of queries are coming through?
At present, our inquiries can be broadly categorized into three types. The first category involves reservations for flights, hotels and other services, allowing users to swiftly book them after engaging with TripGenie. The second category pertains to itinerary-related inquiries. As an AI trip planner, TripGenie excels in rapidly generating daily travel schedules for users, offering flexibility for adjustments and facilitating seamless sharing. The third category addresses after-sale queries, such as post-flight assistance. We are delighted that TripGenie has truly evolved into an all encompassing AI travel assistant, covering every stage of the user's journey.
What’s your strongest AI-related prediction for 2024?
We predict a significant leap in AI applications, particularly in the travel industry. While chatbots have become commonplace, we foresee a broader spectrum where AI extends its influence across diverse travel scenarios. Take TripGenie as an example. Beyond the conventional role of generating itineraries, TripGenie seamlessly integrates with on-site business operations like flight or hotel bookings. This means going beyond merely suggesting travel plans to facilitating in-site business reservations and integrating user travel needs from start to end.
What are your plans for the next three to five years using AI?
A pivotal aspect of our roadmap is to enable AI to predict and fulfill needs users might not explicitly express. By leveraging cutting-edge technology, we aim to make AI an intuitive and immersive service that goes beyond responding to spoken commands. We aim to redefine the AI experience and create a future where technology truly enhances and enriches lives.
PhocusWire's news on generative AI
Read all of our coverage on how travel companies are using generative AI technologies such as those from OpenAI and Google.