Trip.com’s Ru Yi at Hotelier Maldives GM Forum 2025: AI, connection and future of travel

At the ninth edition of the Hotelier Maldives General Managers (GM) Forum 2025, Ru Yi, Assistant Vice President of International Markets, APAC at Trip.com Group, delivered a keynote address titled ‘Travel in the Age of Digital Transformation.’ Speaking to a hall filled with resort leaders and hospitality professionals, she explored how artificial intelligence, digital integration, and changing traveller expectations are reshaping the tourism landscape — and what this means for the Maldives as one of the world’s most sought-after destinations.

“It’s always wonderful to see so many passionate hoteliers and industry friends gathered together,” she began. “The travel industry has always been about connection — connecting people, places, and cultures. And in today’s world, connection is empowered by technology.”

Ru Yi invited the audience to imagine what travel might look like in 2030, in an era when AI will be deeply embedded in daily life. “Our personal assistant may no longer be on our phone — it could be part of our thoughts,” she said. She described how future travellers will rely on AI systems that can anticipate their needs by analysing patterns across social media, search behaviour, and conversations. “AI will not only tell you what has happened in the past but also predict your next desire — when is the best time to travel, which place will best help you relax, and even coordinate with your family’s schedules automatically.”

She noted that tomorrow’s travellers will also be driven by values, not just price or convenience. “They will look not only at how much they spend but at how much they save for the planet,” she said, emphasising the growing importance of sustainability, emotional intelligence, and ethical choices in travel decisions.

Drawing on extensive research conducted by Trip.com Group across 20,000 travellers in the Asia-Pacific region, Ru Yi shared that seamless experiences and quality customer service are the two factors most valued by modern travellers. “Our travellers appreciate a super app — one that combines everything from flights and hotels to transfers, Wi-Fi, and local activities,” she explained. Beyond convenience, travellers appreciate how integration allows them to relive and share their journeys. “They love that we can generate a yearly report showing how many countries they’ve visited, how many kilometres they’ve travelled, and even how they compare to others in their home country. These moments of sharing create pride, loyalty, and connection,” she said.

Ru Yi explained how Trip.com’s AI-driven recommendation system, TripBest, is transforming the way travellers discover destinations. “When people open a travel app, it’s usually to make a reservation,” she said. “But they open TikTok or Instagram whenever they have free time. So we wanted to make our app just as inspiring.” TripBest, which compiles real traveller insights and expert evaluations, offers curated recommendations across 14 categories, from luxury and family stays to cultural and culinary experiences. “Out of every 100 users visiting Trip.com, 66 view TripBest content,” she revealed. “This has contributed to a 20 percent increase in hotel traffic and a 10 percent uplift in incremental revenue for our partners. It’s a powerful tool for discovery.”

While technology drives efficiency, Ru Yi stressed that human interaction remains essential. “We have over 13,000 employees across 18 countries providing 24/7 support,” she said. “If a customer calls, they reach a human within 20 seconds.” She shared examples of Trip.com’s hands-on assistance — from helping travellers recover lost passports abroad to evacuating guests during natural disasters. “During COVID-19, Trip.com was the first OTA to launch the safeguard cancellation policy. Over 90 percent of bookings were successfully cancelled with hotel partners’ support, and 95 percent of customers rebooked with us afterward. That’s how we built trust — and grew our market share for four- and five-star hotels in China beyond 70 percent.”

Discussing collaboration with hotel partners, Ru Yi highlighted how Trip.com helps properties expand their network, increase traffic, and improve conversion through innovative digital marketing. “Celebrity endorsements are no longer as effective as they used to be,” she said. “Travellers trust KOLs and KOCs — real people sharing authentic experiences.” She shared that livestreaming campaigns alone have generated over 11,000 bookings into the Maldives, equivalent to USD 17 million in GMV.

At the same time, she reminded the audience not to overlook older travellers. “There’s still a group we cannot neglect — the silver generation,” she said. “They may not book online yet, but they have the time and means to travel. That’s why we maintain 6,500 retail outlets across smaller cities to help them transition to digital travel planning.”

Ru Yi also introduced Trip.com’s Hotel Plus X and upcoming Hotel Plus Optional X programmes, designed to help resorts bundle experiences such as spa treatments, dining, and water activities alongside accommodation. “Soon, guests will also be able to add these experiences optionally during booking — generating higher revenue and deeper engagement,” she said. “We are not just an OTA. We are a B2B partner committed to helping you grow.”

Concluding her address, Ru Yi reflected on the company’s broader vision: “Our mission at Trip.com is to pursue the perfect trip for a better world.” Her message to the Maldivian hospitality community was clear — in an era defined by digital transformation, technology must serve as a bridge between innovation and human connection. “Technology empowers us,” she said, “but it’s our shared passion for travel that truly connects us.”

Launched in 2016, the Hotelier Maldives GM Forum has become a cornerstone event for the country’s tourism industry. Each edition brings together general managers, resort owners, developers, and senior executives to share insights, exchange ideas, and discuss strategies for innovation and collaboration.

The 2025 Forum, held on 13 October 2025 at Kurumba Maldives, once again convened leaders from across the Maldives’ hospitality sector to discuss digital transformation, sustainability, human capital, financing, and long-term competitiveness — reaffirming its role as the premier platform for thought leadership in the industry.

Partners and sponsors of GM Forum 2025 include:

• Dhiraagu – Platinum Partner
• Bank of Maldives – Banking Partner
• Dhivehi Insurance – Gold Sponsor
• Maldives Airports Company Limited – Silver Sponsor
• Villa Hakatha – Silver Sponsor
• Bestbuy Maldives (BBM) – Silver Sponsor
• Manta Air – Aviation Partner
• Male’ Aerated Water Company – Beverage Partner
• Atmosphere Wellness – Wellness Partner
• Alia Investments – Associate Sponsor
• Uniforms Unlimited – Associate Sponsor
• Hotels and Resorts Investment Maldives (HARIM) – Associate Sponsor
• Souvenir Marine – Transport Partner
• Storm Events – Organising Partner
• Lightsout – Associate Partner
• Maldives TV – Media Partner
• Maldives Ocean Plastics Alliance (MOPA) – Sustainability Partner
• Supporting Partners – Navean Maldives, Maldives Insider and Blue n White