Trip.com has published a review of its experience using its AI assistant TripGenie . What I see here is not an emerging trend, but a transformation already underway in the customer journey within the tourism industry.
Summary
AI is becoming a standard in the customer journey
According to the specialized press, Trip.com is analyzing the uses of TripGenie, its AI-based assistant launched in 2023. The finding is clear: AI is now involved in all stages of the traveler journey, from inspiration to booking, to post-trip follow-up.
One key point emerges: a significant portion of interactions directly concern the booking process. AI is no longer limited to providing assistance; it influences conversion and the final choice.
Another key finding: usage varies significantly across markets. In Asia, AI is used more during travel, in real time. In Europe and North America, it is primarily used upstream, during the research and comparison phases.
What I observe is that AI does not standardize behaviors. It adapts to local practices and the expectations of travelers.
A direct impact on business performance
The value of this feedback lies in the fact that it goes beyond technological discourse. It focuses on concrete performance indicators.
AI reduces friction in the customer journey, particularly through automated comparison tools and recommendations. It also speeds up decision-making and streamlines the booking process.
Trip.com also observes an increase in customer service interactions, both before and after the trip. The assistant is becoming a permanent point of contact.
Another notable development is the use of multimodal travel. Travelers are increasingly using images to interact with AI, whether to analyze a room, understand a menu, or decipher a local environment.
Finally, the rise of assisted interactions reflects a structural change: AI is becoming an active intermediary in the purchasing process.
A paradigm shift for tourism professionals
What I take away most is the shift in the customer journey. We're moving from a sequenced model to a logic of continuous support.
AI intervenes before, during and after the journey, with a role that goes far beyond assistance. It becomes a tool for decision-making, recommendations and management.
For tourism professionals, this raises a direct question: how to integrate into this new process?
Ignoring this development means leaving part of the customer relationship to the platforms and their tools.
A concrete example of use
A traveler plans their trip using a conversational interface, compares several options in a few exchanges, and then finalizes their booking. While there, they continue to use AI to adjust their itinerary or resolve unexpected issues. After the trip, they can still interact with the assistant to manage their return journey or plan a future trip.
What I see here is a continuity of use that completely redefines the customer experience.
Key takeaways for tourism professionals
AI is becoming a direct driver of conversion and customer relations. The traveler journey is evolving towards a seamless and assisted experience. Usage patterns vary across markets, with strong real-time adoption in Asia. Multimodal approaches are gradually becoming the norm in interactions. Companies that fail to integrate these technologies risk losing their competitive edge.
Why this signal is structuring
Let me be direct: we're no longer in the experimental phase. AI is becoming an industry standard.
Trip.com is simply highlighting a trend that's already underway. Those who can integrate these tools into their strategy will have a clear advantage. The others will suffer.
Updates
March 19, 2026: Trip.com publishes feedback on three years of use of its AI assistant TripGenie, confirming the evolution of customer behavior.
Sources
Trip.com reveals three years of contrasting AI uses in travel
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