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The conference, held at the Amsterdam Passenger Terminal, brought together airline partners, airports, global distribution systems (GDS), technology companies, corporate travel leaders and industry associations including the International Air Transport Association (IATA) to exchange insights and co-develop solutions for the industry’s next phase of growth.
Evolution of travel with AI
The theme is “Co-creating value: Leading the future of travel through intelligence, trust and partnership” This year’s AGC focused on how artificial intelligence (AI) is rapidly changing travel, from inspiration and search to booking, service and more.
In his keynote address, “Journey to a New World,” Xing Xiong, COO of Trip.com Group, reflected on the rapid evolution of AI in recent years and its growing role in shaping the modern OTA landscape. He highlighted how Trip.com is actively integrating AI across its operations, from increasing internal efficiency to improving the customer service experience at scale. Looking ahead, he also shared his outlook on the potential of Agentic AI and its potential to transform the aviation industry.
Senior Product Director Amy Wei also highlighted real-world AI applications across the traveler experience, reducing not only effort but also uncertainty. For example, AI-powered assistants like TripGenie improve personalization and ease of use, and human-AI collaboration in customer service strengthens trust at scale.
The next frontier of travel: digital identity
As part of our ongoing commitment to innovation, Trip.com Group has partnered with the International Air Transport Association (IATA) to Customer ID Digital Identity Initiative Under a strategic partnership in data and technology.
The initiative aims to explore how travelers can safely use digital identities stored in mobile wallets and other devices. google wallet and apple wallet Autofill booking details to reduce hassle and minimize errors. This is one of the early implementations of digital identity technology in the online travel space and reflects a broader industry shift towards more seamless end-to-end journeys.
These digital identity innovations allow travelers to share information with one click, greatly simplifying the travel booking experience and enabling a new generation of more streamlined and efficient travel services.
“Digital ID is a key enabler of a more seamless travel experience. Through this pilot with Trip.com, we are exploring how to stay safe and walletBased credentials simplify the booking process, reduce errors, and give travelers more control over their data. This is an important step towards delivering more efficient end-to-end digital travel across the travel ecosystem,” said Nick Carine, IATA’s Senior Vice President, Operations, Safety and Security.
Future developments
Trip.com Group and its partners continue to evaluate future development and deployment plans for optional customer ID functionality. Future stages may involve some users in the UK and US during the initial rollout.
Airlines participating in this initiative will include: air canada, turkish airlines and qatar airwaysalongside our technology partners Hope.
Global collaboration and significant change
The choice of Amsterdam as the host city for the conference underscores Trip.com Group’s commitment to expanding its presence in Europe.
James Spalding, regional director of Nordic Airlines, highlighted deepening collaboration with regional partners, noting that the group’s latest data shows that the region in particular has recorded a 71% year-on-year increase in international flight bookings.
The agenda also reflects some of the key changes shaping the industry, from how airlines and airports are adapting to evolving traveler expectations and the continued influence of low-cost carriers, to the changing nature of corporate travel, including Trip.com’s corporate travel offering, TripBiz. Sustainability also featured prominently as central to long-term industry development.
A platform to co-create the future
The Trip.com Airline Global Conference is updated and continues to serve as the leading industry platform. CT Oi, CEO of Trip.com Group Flight, said it was important to stay ahead by increasing collaboration and leveraging data and technology across the ecosystem.
“In an AI-driven, interconnected travel environment, no single player can create value alone. The next phase of airline and OTA partnerships will be defined by structured, technology-enabled collaboration, from revenue sharing to joint customer experience roadmaps. The real value will come from functional integration, demand-shaping algorithms, and conversational AI, delivering tangible benefits for airlines, platforms, and travelers.”
By convening diverse stakeholders and spotlighting emerging aviation trends, AGC 2026 aims to drive more coordinated progress towards a connected, intelligent and traveler-centric global travel ecosystem.
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About Trip.com group
Trip.com Group is a global travel service provider. of Trip.com, Ctrip, Skyscanner, Qunar. Across its platforms, Trip.com Group helps travelers around the world make informed and cost-effective reservations for travel products and services, and enables partners to connect their products and services with users through an advanced transaction platform of aggregators of travel content and resources, apps, websites, and a 24/7 customer service center. Founded in 1999 and listed on Nasdaq in 2003 and Hong Kong Exchange in 2021, Trip.com Group is on a mission to “pursue perfect travel for a better world.” For more information about Trip.com Groups, please visit group.trip.com.
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