Trip.com Group introduces integrated content and creator platform ‘Trip Community’

Singapore – Trip.com Group has launched Trip Community, a new integrated travel-content ecosystem designed to bring together content creation, travel planning and commerce, as travellers increasingly turn to creators and online communities for inspiration.

Announced on December 18, the initiative consolidates the group’s existing content and creator-focused products into a single ecosystem aimed at supporting seamless travel discovery and planning. It follows a series of creator engagement events held by the company over the past year, including gatherings in Sanya and Istanbul, where creators were introduced to new product features and contributed to the expansion of Trip.com Group’s global creator network.

Trip Community integrates several of the group’s platforms and tools, including Trip.Moments, Influencer 4 Biz, Trip.Planner, Trip.Pulse, Trip.Events and Local Guides. The company said the ecosystem positions content as a central driver of travel discovery and enables closer collaboration between destinations, travel brands and creators.

Speaking at a recent creator event in Istanbul, Türkiye, Schubert Lou, CEO of Trip Community, said, “At Trip Community, we see creators not just as partners but as the essential source of our ecosystem. Valuing them means building the best possible environment for their creativity to flourish,”

Trip.Moments, launched in 2019, serves as the core hub for creator engagement within Trip Community. The user-generated platform focuses on authentic travel sharing and community-driven content. As of October 2025, Trip.Moments had more than 2.5 million users globally, with over 12,000 verified creators, known as Trip.Pals, contributing regularly. The platform reaches users in more than 170 countries, with average monthly activity increasing by over 45% in 2025.

Influencer 4 Biz is another key component of the ecosystem, operating as a collaboration hub that connects verified creators with destinations, hotels and travel service providers. According to the company, commercial matches between creators and merchants grew by nearly 80% month-on-month over the past year. The platform now connects more than 500,000 travel brands and suppliers with over 10,000 qualified creators.

One recent initiative highlighted by the group was the Global KOL China Exploration Program, which involved creators from several markets, including Argentina, South Korea, Japan, Thailand, Singapore and Kazakhstan. The program enabled collaboration with more than 50 merchants and helped creators save over US$30,000 in travel expenses, the company said.

To support creator growth and monetisation, Trip.com Group has also established a CNY 100 million (approximately US$14 million) incentive pool. The fund provides traffic-based rewards, product sales commissions through Trip Coins and payouts for brand collaborations. The company said the total collaboration value across its platforms has doubled over the past year.

The incentive programme currently operates in markets such as Japan, South Korea, Thailand, Singapore, Malaysia, Indonesia and Hong Kong SAR, and is available on the group’s global English site. Expansion into Europe is planned for 2026, starting with Italy, France and Spain.

Looking ahead, the company said it plans to further integrate content into the travel journey and strengthen connections between travellers worldwide. Lou added, “Our vision is to build more than a service — it’s a community that connects people through powerful content, driving inspiration and genuine emotional resonance,”

Trip Community forms part of Trip.com Group’s broader long-term strategy to develop a global, creator-led travel ecosystem that combines community engagement, commercial collaboration and end-to-end travel planning.