How Trip.com's New Creator-Led Trip Community Ecosystem Could Reshape Engagement for Trip.com Group (TCOM) Investors

• In recent days, Trip.com Group outlined its top global travel trends for 2026, highlighted rising entertainment-led and sustainable travel demand, and launched its Trip Community ecosystem to integrate creator content and planning tools across platforms like Trip.Moments, Influencer 4 Biz, and Trip.Planner.
• Together, these moves show Trip.com Group pushing beyond pure booking services toward a content-rich, creator-powered ecosystem that could deepen user engagement and reshape how travelers research and organize trips.
• Next, we’ll examine how Trip Community’s creator-focused content ecosystem may influence Trip.com Group’s existing investment narrative and growth drivers.

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Trip.com Group Investment Narrative Recap

To own Trip.com Group, you need to believe that growing digital travel demand in Asia and rising app-based bookings can offset intense competition and potential weakness in cross-border China travel. The Trip Community launch strengthens the content and planning side of that thesis, but its impact on near term results and on the key risk of higher marketing and promotional costs from fierce OTA rivalry still looks limited for now.

Among the recent updates, Trip.com Group’s unveiling of Trip Community stands out because it ties directly into existing catalysts around AI-enabled, one stop trip planning and higher user engagement. By bringing creator content, Trip.Moments, Influencer 4 Biz and Trip.Planner together, the company is aiming to make its ecosystem stickier, which could help support transaction volumes even if pricing pressure or softer Average Daily Rates emerge in core hotel and air segments.

Yet in contrast to the promise of a richer ecosystem, investors still need to watch how rising competition could pressure margins and...

Read the full narrative on Trip.com Group (it's free!)

Trip.com Group's narrative projects CN¥83.3 billion revenue and CN¥23.1 billion earnings by 2028.

Uncover how Trip.com Group's forecasts yield a $86.04 fair value, a 20% upside to its current price.

Exploring Other Perspectives

Three Simply Wall St Community valuations cluster between US$86.04 and US$110.90 per share, underlining how far opinions on Trip.com Group can spread. You are weighing those views against the high stakes risk that mounting competition and promotional spend may squeeze margins and alter the company’s earnings power over time.

Explore 3 other fair value estimates on Trip.com Group - why the stock might be worth just $86.04!

Build Your Own Trip.com Group Narrative

Disagree with existing narratives? Create your own in under 3 minutes - extraordinary investment returns rarely come from following the herd.

• A great starting point for your Trip.com Group research is our analysis highlighting 4 key rewards and 1 important warning sign that could impact your investment decision.
• Our free Trip.com Group research report provides a comprehensive fundamental analysis summarized in a single visual - the Snowflake - making it easy to evaluate Trip.com Group's overall financial health at a glance.

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This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.

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