Winning in attractions: Innovation, personalization and the travel experience economy

The global travel landscape is undergoing a fundamental shift, driven by travelers who increasingly prioritize experiences, personalization and meaningful connections. For Trip.com Group, this transformation is not merely a response to changing consumer behavior but an opportunity to define a new era of experiential travel. As the company strengthens its one-stop ecosystem, Attractions and Tours is emerging as one of the most dynamic engines of growth, powered by technology, partner integration and global scale.

This momentum is clear to Jim Ji, CEO of Attractions & Tours and vice president of Trip.com Group. “Consumer confidence has remained strong across key markets, and the Group’s integrated platform strategy continues to attract new users who seek seamless, end-to-end travel solutions,” he said.

The rising demand for customized packages illustrates how travelers now expect journeys tailored to their interests, communities and passions. Trip.com Group is expected to deliver approximately $5 billion in gross merchandise volume from destination services, driven by robust demand from travelers in the Asia Pacific region and triple-digit growth across core attraction categories.

“We see travelers choosing us because we bring the entire journey together—flights, hotels, attractions, and experiences—all in one place,” said Ji. “Our strength lies in our ability to innovate, while working hand-in-hand with partners to make world-class experiences accessible on a truly global scale.”

Stepping into stories through technology and innovation

As immersive entertainment accelerates globally, technology is reshaping how travelers experience attractions. Interest in futuristic and tech-driven attractions has surged, with searches for technology-focused experiences increasing across key markets. The Las Vegas Sphere, home to one of the world’s most advanced immersive shows, recorded a year-on-year increase in bookings exceeding four-digit growth on Trip.com, while Tokyo’s Immersive Fort, an immersive entertainment facility, saw a more than sixteen-fold surge.

“These are not just attractions,” Jim said. “They are environments that invite people into fully realized worlds. Travelers today want to be part of a story, not just an audience.”

This focus on technology is complemented by Trip.com Group’s commitment to improving the practical, on-the-ground experience through innovation. One significant advancement has been the introduction of a multilingual ticketing machine solution designed to simplify access to attractions while supporting partners with stronger operational efficiency.

Trip.com Group’s ticket machine solution supports up to 15 languages, including English, Spanish, Chinese, Japanese and Korean, allowing visitors from around the world to purchase tickets in their preferred language and currency. Customers can add tickets to a basket, choose between physical card payments or a digital wallet, and connect seamlessly with the Trip.com App for a more unified journey.

For Jim, this is about removing barriers and setting a new standard in the attraction experience. “The ticketing machine enhances convenience for travelers and lowers costs for our partners,” he explained. “By giving customers more choice from language to payment method, we’re ensuring the first touchpoint at an attraction is smooth, efficient and welcoming.”

The solution is already in place across more than seven countries and regions, supporting over 300 attractions and serving more than a billion customers. Its impact is tangible. At the Hong Kong Observation Wheel, the machine has generated an additional $30,000 through bundled products, while reducing manpower costs. At Entopia by Penang Butterfly Farm, queue times have dropped by 60% compared with traditional ticketing counters.

“These results show how innovation can benefit everyone. Travelers who want faster access, and partners who want smarter operations,” Jim said. “It’s about creating an ecosystem where technology works quietly in the background to elevate the entire attraction experience.”

 Personalization at scale through AI

As demand for meaningful and customized experiences rises. Trip.com Group is leveraging technology, particularly artificial intelligence (AI), to build journeys that adapt to each traveler’s behavior, preferences and intent. “AI now plays a vital role in reviewing content, refining recommendations and delivering polished, timely information,” he explained.

The company’s AI customer service platform has also undergone a significant transformation. A 10-percentage-point increase in resolution rates means users now receive faster, more intuitive support, with far fewer hurdles.

“Even a small improvement at scale creates a massive uplift in customer satisfaction,” he noted. “Our goal is to eliminate friction and let travelers focus on enjoying their journey.”

Multilingual AI capabilities have been especially valuable as inbound tourism surges across Asia, particularly in China. Trip.com Group now supports natural language translation in markets including Thailand, Japan and Korea. When issues require human attention, an intelligent ticketing system automatically routes cases to suppliers for efficient resolution.

Alongside these service improvements, the group continues to invest in advanced AI tools across the attractions and tours ecosystem. Trip.Planner, for instance, generates hyper-personalized itineraries supported by real-time data and more than 20 million points of interest. Trip.Best highlights the most recommended experiences, Trip.Pulse surfaces trending events and activities, and Trip.Events curates concerts, sports, exhibitions and themed experiences.

“AI will become one of the most powerful partners to the travel industry,” he remarked. “Platforms that thrive will be those that know how to combine human creativity with the precision and intelligence of advanced technology.”

The experience economy comes of age

Trip.com Group recently outlined five key themes shaping tomorrow’s travel landscape in their joint Why Travel?, report with Google. According to the report, technologies like AI will become the co-pilot for travel planning as consumers’ confidence in technology continues to grow. “Help planning my trip” searches grow by +190% year-over-year.

Furthermore, the report found that the travel experience economy is now shaped by connection rather than individual exploration. Travelers are increasingly journeying with friends, families and fan communities, and these social bonds are influencing not only where they go but what they choose to experience once they arrive.

“Concert travel, in particular, has become a defining phenomenon. With more than 60% of Asia Pacific travelers having already traveled abroad for concerts and an even higher proportion willing to do so for live music, it functions as a cultural bridge and a catalyst for international movement,” he explained.

Trip.com Group’s data shows momentum, with fans traveling in larger groups and often planning entire trips around their favorite artists. Trip.com Group is partnering with key hotels, attractions and tourism stakeholders to capitalize on the experience economy, including Live Nation, Hong Kong Disneyland, and Mandai Wildlife Group. These partnerships aim to develop products and experiences that encourage more bookings, longer stays and increased destination appeal.

“What we’re witnessing is a new wave of travel driven by emotion and shared passion,” he said. “People are traveling not just to watch a show, but to celebrate moments with those who matter to them. This is changing the way destinations think about hosting events and how we, as an all-in-one travel service provider, can help redefine this space with our partners.”

The road to 2026 and beyond

As the world prepares for a slate of major global events in 2026, Trip.com Group is expanding its ecosystem to meet growing demand for unique and meaningful travel experiences. The future of attractions, according to Jim, will be defined by platforms that unite discovery, booking and in-destination engagement under one seamless roof.

“The next chapter of travel is all about depth,” Ji said. “Travelers want stories, communities and moments that stay with them long after they return home. Our mission is to help them find those experiences and to build a global ecosystem that empowers partners to bring them to life.” 

This story originally appeared on WiT.