In today's fast-paced world, travelers often seek efficient and personalized solutions to plan their trips. With advancements in technology and the rise of AI, travel companies are embracing innovative ways to enhance customer experiences. The pandemic and the intermittent lockdowns it has caused in the past few years have shown us how technology can empower us to continually connect with friends, communities, and the wider world.

Globally, digital content consumption has risen by 30 percent since the onset of the pandemic. Travelers who are returning to global destinations with a vengeance are spending more time online in search of their next destination and memorable activities. Capturing the trend of increasing digital content consumption prompted Trip.com Group to build out our own content ecosystem and enhance the efficiency of solving customers’ requests through AI technology, which has now become the key focus of our work.

We have long offered personalized comprehensive search solutions designed to meet travelers' needs. With the help of innovative technology, Trip.com Group's content pivot has transformed our all-in-one app offering and leads the global travel industry in the building of a vast and ambitious content ecosystem through the addition of AI-powered content marketing tools.

Technology can empower us to continually connect with friends, communities, and the wider world.

Digital consumer engagement has never been as important as it is today, and livestreams have become a key growth driver in the travel business. Exiting the pandemic, travel companies relaunched their content marketing strategies with greater emphasis on enhancing interactions and creating inspiring travel content.

Content creators are integral to this, and the number of community members around the world contributing content has increased significantly. We have seen continued exponential user growth, providing travel inspiration to hundreds of millions of users. The total amount of content published on Ctrip has doubled, and the number of content creators has tripled.

The immense potential of generative AI technology is revolutionizing the way we explore the world and shaping the future of travel for everyone. Looking ahead, AI will drive positive change across the sector, and we look forward to working together with partners, travelers, and other stakeholders to continue generating innovative ways to enhance customer experiences and give back to the global community as we venture towards a more sustainable world.

Across the globe, sustainable travel as a concept and practice has moved from the back of travelers' minds to claim a dominant position in the decision-making process. The pandemic has been a key driver of a stronger desire to travel sustainably due to a shift in consumer mindset and behavior, which has provided the opportunity to rebuild the travel industry with sustainability in mind, focusing on eco-friendly practices, reduced emissions, and supporting local communities.

As a global travel provider, we believe it is our duty to provide our users with the choice to travel more responsibly. It is part of our mission to lead the global transformation to modern and more environmentally responsible travel. Since June 2022, Trip.com has been offering CO₂ emissions offsetting options across almost all flight inventory. We are excited to see that users are now actively offsetting their flight’s CO₂ emissions when booking with us. Our survey found that nearly 60 percent of travelers said they were either already paying to offset their carbon emissions or considering it if the price was right.

We strive to build a harmonious tourism industry and are constantly evolving to be better by promoting sustainable practices, enhancing social responsibility, and maximizing our positive impact on public welfare. We provided medical aid to support global communities during the pandemic and will continue to provide international assistance worldwide in times of crisis.

Our mission, "To pursue the perfect trip for a better world," could not be more important today as it embodies our unwavering drive to positively impact society and the world, and our position as a leading travel company allows us to bridge the complexities and address humanity's common challenges.