In an age where global access is taken for granted, travel has never been easier -- flights booked, hotels reserved and itineraries mapped out with just a few taps.
Yet the easier travel becomes, the more we value what can’t be made universal: local nuance.
This is where Trip.com Group steps in as a global travel service provider, well-versed in both scale and localization, striking a balance between global efficiency and market-specific customization.
In an interview with The Korea Herald, Boon Sian Chai, managing director and vice president of international markets at Trip.com Group, shed light on how the company is putting its “global vision, local focus” strategy into action in Korea.
“As a global platform, we strongly believe in tailoring the experience to local needs,” Chai said, noting that the company serves Korean users with content and language fully adapted to the local market.
The platform offers a seamless and integrated travel planning experience, he explained, allowing customers to book flights, hotels, activities and transportation all in one place.
Stating that the company places the highest priority on its customers, Chai pointed to practical features such as language-assistance services -- which, for instance, display hotel addresses in Korean for taxi drivers -- and support for local payment methods like KakaoPay and Naver Pay.
“These details make a big difference in building trust and enhancing user satisfaction,” he added, further highlighting the app’s support for Korean won pricing and Korean-language call center service.
Going hand in hand with localization in enhancing user convenience are personalized services that create a more relatable user experience -- a distinguishing feature that sets the company apart from its competitors, according to Chai.
A standout aspect in this regard is the app’s social media-like functionality, which uses extensive data to provide personalized content for each user.
This functionality enables users to quickly access what they’re looking for and has proven effective in fast-growing areas like Korean entertainment and the gourmet industry, the managing director highlighted.
Further underpinning the company’s progress in personalization and operational efficiency is its proprietary artificial intelligence engine, TripGenie -- which he describes as “AI travel assistance.”
“AI is a key pillar of our competitiveness, enabling smarter operations, enhanced personalization and faster innovation,” he said. “Since its introduction, TripGenie has led to a significant increase in app engagement time and doubled the conversion rate. Beyond recommendations, AI handles 60 to 70 percent of customer inquiries through automation."
In tandem with its user-focused efforts, the company is working to expand local partnerships in Korea.
“Our partners feel at ease collaborating with us because they know we’re not just promoting our own brand, but also helping to elevate theirs,” Chai said, adding that the company connects domestic partners to its global platform and helps them reach international audiences.
That commitment has already paid off, particularly in the area of air ticketing: “We’ve established strategic partnerships with major airlines and low-cost carriers to offer a broad range of flight options."
Taking a broader view, the company also sees itself as part of Korea’s wider tourism infrastructure, working with the Korea Tourism Organization, local governments in Busan, Daejeon, Gangwon and Yeosu, as well as the Incheon International Airport Corporation.
The company seeks to revitalize local tourism in Korea, according to Chai, as demonstrated by initiatives such as promoting the Gangwon Snow Festa and partnering with the Gyeonggi Tourism Organization to attract international tourists.
“We aim to take the lead in showcasing the unique charms of each region in Korea to the global market,” he said, citing Korea's critical position in the company’s broader Asia strategy -- one in which enhancing travel experiences for both Korean customers and global travelers visiting Korea is essential.
minmin@heraldcorp.com
